How to set measurable goals for your website

Before you can tell whether your website is working, you need to know what 'working' means. Clear, measurable goals turn your site from a vague online presence into a tool you can actually improve.

Pick the goals that matter

• •The main action — calls, form submissions, bookings, sales.
• •A realistic target over a set period.
• •Secondary signals — traffic, top pages, sources.

Measure and adjust

Track your real conversions (with privacy-respecting analytics), review them regularly, and make focused improvements. What gets measured gets better — a site with clear goals steadily outperforms one you just 'set and forget'.