Setting Goals For Your Website | Header Navigation Best Practices | SEO Course #3
In this video, I explain how to create goals for your website and what to include in your header navigation.
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00:00 Introduction
00:35 What is a primary site goal?
01:11 What is a secondary goal AKA a lead magnet?
02:25 The importance of building an email list.
03:25 What is a site route AKA header navigation?
04:49 Essential rules for header navigation
Your site needs a primary goal. Typically primary goals are things like calling, scheduling a demo or a Zoom meeting, or filling out a form for you to follow up, or your primary goal could be someone buying your product or service straight up, especially if you're an e-commerce store, whatever it is. It needs to be written down and figured out ahead of time because everything that you do on your website is going to depend on this primary goal.
This is pressure right now really, really bad. Next, your site needs a secondary goal. You need a plan B if someone doesn't want to take you up on your primary goal. Sometimes, especially for higher ticket goals. People will not want to buy or book right away. What can you build them to build trust in exchange for their contact information?
You need a way to stay in communication with them, even if they choose not to take action on your primary goal. Right now, your secondary goal is often called a lead magnet because this is a free thing that you give someone in exchange for their email and then sometimes their phone number. Now, what kind of lead magnet you offer depends on the people who are browsing your website and what industry you're in.
Ask yourself, how can I add as much value as possible? This could be a quiz that helps your customer gain clarity, a downloadable guide, a fillable checklist, a video course, promo codes, and way way more. You need to be able to offer them something because people are more likely to buy from you when they have first trusted you with a small stepping stone, such as giving you their contact information.
One of the best reasons to have a lead magnet is cuz it helps you to build an email list and you are going to want to build an email list for three reasons. Number one is you, Social media followers are gonna come and go as platforms change, but your email list is yours next to your website. It is the most valuable asset for your business.
Number two, it will help you stay in contact with these potential customers just because they are not ready to buy right now, doesn't mean that they won't need your product or service later, and when they do, being in their inbox will help keep you top of mind. And number three is that it's gonna help with promotion as you offer new products or services or create content down the road.
This is a great way to give it a quick boost, which can also be super helpful for SEO. Again, make sure you have both your primary and secondary. Written down before you build any webpages because it's gonna directly affect how you build them out. The next thing we need to talk about is the site route for your website.
Your site route is the path that someone will take to fulfill the primary or secondary goal on your website. Basically, what are the items that you need to include in your top header nav? Most people don't go to the homepage, or to the checkout page right away, and you need to make sure that they have a simple way and clear way to get the information that they need in order to take action.
What things will visitors on your site need to know in order to fulfill your primary goal? If I'm a tattoo artist, then people will probably want to see my work, look at my prices, and learn a little bit more about me before they decide to book an appointment. The site route for this might look something like, My work services about and then book.
Now, some site routes might be even shorter. A restaurant's route could be home menu reviews order, or an e-commerce website might be even shorter than that. Like home and shop. Put yourself in your customer's shoes and think about the types of pages that you would want to see before you bought your product or service.
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