Goals and Objectives

A new project can feel very much like embarking on a journey! Without clear goals and objectives (or checkpoints) it’s easy to lose your way. Think of your goals as the destination and your objectives as the map guiding you there. Without either your journey right off the start will be directionless. Together, however, they provide clarity, focus, and purpose throughout the process- allowing you to affirm you’re on the right track. In this article, we’ll explore how to establish meaningful goals and objectives that ensure your website project is a resounding success.

1. Define Your Destination

Before we start on the journey of design and development we need to identify where we are going. What do you want your website to achieve? Whatever that answer is will become the end point we reference all objectives and milestones against. Just like when we are starting a physical trip let’s set out project GPS with the following criteria:

  • Who is the Target Audience? Understanding your audience will help shape your website’s design, content, and functionality. Spend time narrowing this down- the more broad it is the less of a guide it can be. In reality we never market to a general everyone- there are always a best suited audience.
  • What is the primary purpose of the site? A one size fits all is not going to get us to our destination anymore than a any road works mentality. Are you looking to generate leads, sell products, educate, or build brand awareness? Each of these have different methods and directions it will take the project.
  • What metrics define success? This needs to be quantitative and intentional. Clear goals always include measurable outcomes other wise we are shooting randomly down the track. Saying increase traffic does nothing for us (is one extra person considered a success?)- instead lets say something like increasing traffic by 25%.

2. Chart The Course

We have defined our destination and what successfully reaching it looks like. What’s next? We need some type of way to ensure we are still moving towards that destination- not unlike a map. To create our map we will use objectives. objectives break our goals into actionable steps. They’re like checkpoints along a physical map, ensuring we stay on track. To create effective objectives, consider the following:

  • Be specific and actionable: Instead of saying, “improve user experience,” set an objective like, “Implement a mobile-friendly design with intuitive navigation”. Then when the navigation is mobile friendly we can confidently say we are moving the project towards a better user experience.
  •  Prioritize key functionalities: What does your project need to accomplish its end point? Make a detailed list of functionalities needed by breaking down each part of the project. Get specific and work backwards from your destination. This is where we create the stepping stones that are needed to reach certain objectives. As our example above with the navigation: we would need specific pages, a header, a navigation design, etc. Breaking it down allows both designer and client to see where the project is progressing.
  •  Define roles and responsibilities: Who is the driver? Who is the navigator? Clearly outline who is responsible for each aspect of the project to avoid confusion. Will the client be providing copy and images? Defining who is doing what will allowing navigating the different objectives to be accomplished smoothly.

3. Monitor Progress

Now that we have our destination and objectives the project can carry on full steam ahead! However, it’s not time to kick back and just let it take its course. Despite our best efforts and clear objectives things can change or veer into a different direction. We want to along the way check in and monitor the progress to ensure we are still on the path to our destination. Consider these:

  •  Milestones: Are the objectives being hit? Are the timelines being met? Why or why not? If we are drifting its time to regroup and re-aim at the defined objectives.
  • Metrics: Have you hit an objective recently? If not, consider breaking the objectives into even smaller ones to allow for some small wins to build momentum.
  • Adapt: Sometimes objectives or even the whole destination changes. Regularly monitoring the journey will allow you to see it when the objectives change and you can redefine what success looks like in the now.

A successful website project starts with clear goals and actionable objectives. Like a map guiding you to your destination, they provide the direction and focus needed to navigate the complexities of design and development. By defining your goals, breaking them into specific objectives, and monitoring the progress you’ll set the stage for a website that not only meets your needs but exceeds expectations.