Why do you need a website? And how can you tell if it’s effectively supporting your business? A website is more than just a pretty page – it’s an integral part of your overall marketing strategy for your business; how you attract clients and generate revenue. Therefore, when we think about how to measure the success of your website, we need to first identify your business goals, and work back from there.
What Are Your Business Goals?
Remember that you’re expecting your website to generate business for you – so what are your specific goals? Start with establishing the big one – your revenue goal. A book and system I’ve enjoyed using to establish a realistic monthly revenue goal is Profit First.
Work backwards from there – how many new clients/new purchases do you need each month to generate that revenue? Then you can break that into the three buckets of metrics you’ll be measuring to achieve those goals – reach, acquisition, and conversion.
How many people are you reaching via your website? You can use Google Analytics to view a great deal of metrics – I’d suggest looking at overall traffic as well as returning visitors. Why? Consider that people need to interact with a business (i.e. see a few different pieces of content) before making a decision, so wouldn’t it be better if you had returning traffic, rather than just “new” traffic? Other metrics of interest include bounce rate and time on your site – both are indicators of the quality of your site and your audiences’ interaction with it.
If you’re completely lost when it comes to interpreting Google Analytics, I highly recommend these free courses straight from Google, where you can learn the basics as well as advanced concepts.
Bonus Tip: If you want to automate some of this measurement, consider setting up goals in Google Analytics and just watching the completion rate on those goals each month. This article from SEO guru Neil Patel walks you through the setup process.
You may also want to evaluate the effectiveness of your SEO strategy and check out Google Search Console, specifically impressions, click through rates, and position in search results. Consider tracking your performance on a specific keyword or phrase (such as “intuitive eating dietitian”) as well. For detailed instructions on using Search Console, read this helpful guide from Yoast.
Please note: This post includes affiliate links, which means if you click on them I’ll receive a small commission if you decide to purchase the product. I only recommend things I use and love ❤️.
Then it’s about turning those visitors into members of your audience – maybe that’s new newsletter sign ups or people signing up for your free discovery calls. Remember – they’re not customers yet, but they’re definitely showing more interest at this point.
You might be looking at the number of new subscribers in your email management system, or the number of new leads or calls scheduled. I use Dubsado for my client relationship management software and tracking leads, and Acuity for my scheduling.
Finally, how many of these interested leads are converting into clients? And how much revenue are you generating from each client? Again this can be measured through your CRM and/or bookkeeping software, as well as those goals you’ve set up in Google Analytics.
Benchmarking Your Current Progress and Setting Goals
This part is sobering but necessary – benchmark where you are right now. Say you want to focus on increasing your returning website visitors. Where have you
Keep in mind how much revenue you are looking to generate and back out what needs to happen to achieve that – if your conversion rate is 30% and your average customer revenue is $400, how many discovery calls do you need to be booked, and how many visitors do you need to get to that number?
Set a number for your ideal and what is realistic – maybe consider a quarterly goal that’s achievable, and moving closer to your ideal each quarter.
Download My Free Goal Setting and Benchmarking Worksheet
Unsure about which goals to track? This worksheet will guide you and help you compare your results over time.
The Best Time to Start is Now
I’ve seen too many business websites that aren’t connected to analytics, and business owners who aren’t looking at their metrics regularly. I’ve been there too. But the only way to succeed in your business is to establish benchmarks and measure your progress against them. A website is so much more than a “landing page” – it’s a key component of your marketing and sales strategy.
Even if you don’t operate an online business, people are visiting your website – trust me on this. Wouldn’t it be great if your website was generating business for you, every single day?
I’m interested to know if you currently measure the effectiveness of your website – if so, I’d love to hear your success stories in the comments below!👇