My Website Has to DO What? Defining Your Single Most Important Website Goal
It's the very first question I ask any new client, and it's the one that determines if your new Squarespace website will be an investment or just a beautiful expense:
What is the single most important thing your website needs to do for your business?
If your answer is, "Look professional," "Be beautiful," or "List my services," you've already missed the mark. Those are aesthetic requirements. A powerful small business website needs a job description, clear metrics, and a relentless focus.
Before a single colour is chosen or a font is selected, you must define your website’s Top-of-Funnel Goal. This step doesn't just save you money; it positions me as your strategic partner, ensuring every design decision drives a measurable result.
The Problem with "Looks Good" Goals
Most service-based business owners view their website as a digital business card—a necessity you build and then forget about. The result is a site that looks polished but sits there passively, wasting valuable traffic.
A passive website is an expensive employee who never brings in sales.
The purpose of a small business website is not simply to exist; it is to solve a business problem. It should be the engine of your sales funnel, acting as the first step in your client journey.
By skipping this goal-setting step, you end up with:
A confusing page flow that doesn't guide the visitor.
Buttons that say "Click Here" instead of "Book Your Strategy Session."
A stunning design that ultimately fails to convert.
You don't just want a nice website; you want a website that makes you money.
How to Define Your Single, Measurable Website Goal
A successful website goal is specific, measurable, and tied directly to your revenue. It must move your potential client from being a curious visitor to a qualified lead.
Forget trying to get your website to do everything. Focus on one single, critical action.
Here is the simple framework I use with my clients to define website goals at the top of the funnel:
Step 1: Identify Your Primary Conversion What is the absolute first step a cold visitor should take to move toward becoming a paid client?
For Coaches/Consultants: It’s likely Booking a Free Consultation or Applying for Services.
For Course Creators: It’s almost always Joining the Email List (to receive a lead magnet).
For Premium Service Providers (like design or branding): It might be Completing a Discovery Application.
Step 2: Assign a Measurable Target Your goal needs a number and a timeframe. This is where we turn "get more leads" into a real business objective.
Examples of Generic (Passive) Goals include:
Get more leads
Book more clients
Sell my low-ticket product
But we really want Strategic, Measurable Goals, which look like:
Collect 5 qualified email leads per week
Receive 3 service applications per month
Sell 10 units of my digital product per month
Step 3: Make It the King Once you have that single goal—whether it's collecting 5 leads or booking 3 applications—every single element on your homepage must serve that goal.
The headlines, the imagery, the buttons, and the navigation links should all be tested and optimized to drive the visitor toward that one action.
Why This Goal Matters to Your Design Partner
When you come to me for a One Day Website or a Custom Website, I don't start with aesthetics—I start with your goal. This is why working with me is a strategic partnership, not just a design transaction.
If your goal is to "Collect 5 qualified email leads per week," my strategy shifts to focus on conversion:
We will strategically place your high-value lead magnet and opt-in forms above the fold on every key page.
Your Squarespace design will be streamlined to minimize distractions from the sign-up form.
We will customize button copy to speak directly to the value of joining your list ("Get the 5-Step Guide") rather than generic text.
Defining your website goal is the single best way to ensure your investment returns profit. It sets the strategic foundation, allowing us to build a beautiful, elegant, and—most importantly—hard-working Squarespace website that is ready to grow your service business.
Are you ready to stop wishing your website would sell and start defining what it needs to do?
→ Let's start with clarity. Book your Website First Impression Audit to define your goal and get your clear action plan.
Related Blog Posts
Want to stop waiting and start defining your website's purpose? Check out these related articles:
→ Let's start with clarity. Book your Website First Impression Audit to define your single, critical goal and get your clear action plan for a website that converts.
