Merrily Orsini's Thought Leadership

One Size Doesn’t Fit All: Defining Website Measurement Goals

The ability to measure the success of online marketing efforts is vital to understanding where your marketing dollars are going and whether or not you are getting your money’s worth in terms of ROI. This week, corecubed Web Master, Will Chatham, led a webinar about how to measure and track the success of your biggest online advertisement: your website. In that webinar, Will discussed the importance of finding the right fit for your business; that is, what measurements matter to your business or agency and why.

Before you can know what to measure, you need to define a clear set of goals for what you want to accomplish with your website or other online marketing campaigns. For example, do you want to:

  • Showcase your products or services online?
  • Get users to complete a contact form for new referral leads?
  • Increase your agency’s brand awareness?
  • Provide information about your agency?
  • Share information with the public?
  • Educate?
  • Engage around an issue?
  • Find and secure good caregivers?
  • Be found more easily in searches?
  • Convert inquiries into in-home assessments?

Ask yourself what is the most important metric your agency could measure. If selling products or services is a main goal, then measuring online sales should be a key metric. If increasing brand awareness is a high priority, you’ll want to track site visits and search engine rankings. If your focus is on finding the right employees, you’ll want to track longevity of those who enter your business through an online application. Once you’ve defined what you want to accomplish online, you’ll have a better clue as to the focus of metrics.

Measuring, defining, and determining how to improve online metrics isn’t for the faint of heart, and having a professional on board can make all the difference in whether you see an increase in your most important metrics or whether they remain static. If you want to see your website’s stats grow along with your business, contact the team at corecubed to get on the right track.