Design without strategy produces pretty websites that don't move the business. A website strategy questionnaire connects the site to business goals, picks the numbers to watch and decides what matters most when time or budget runs short.
1. Business objectives (next 12 months)
- What are the two or three biggest business goals this year?
- Which services, products or locations must grow?
- What's limiting growth today: leads, trust, capacity, price?
2. Website goals
- What is the website's main job: generate leads, sell online, book appointments, recruit, inform?
- What is the one primary action, and which secondary actions matter?
- Which goal does the website support directly, and which only indirectly?
3. Metrics
| Website goal | Metric to track | Example target |
|---|---|---|
| Leads | Calls + form submissions per month | From 8 to 25 in 6 months |
| Bookings | Completed online bookings | 40% of bookings online |
| Sales | Online revenue and conversion rate | 2% conversion on product pages |
| Trust | Reviews viewed, time on service pages | Reviews section seen by 50% of visitors |
| Recruiting | Job applications | 10 qualified applications a month |
4. Customer journey
- How do people hear about you before visiting the site?
- What do they need to see to trust you?
- What happens after they contact you, and how fast?
- Where do you lose people today (no reply, price shock, slow follow-up)?
5. Priorities and trade-offs
- If we can only do three things at launch, which three?
- What can wait for phase 2?
- Which is more important: launching sooner or launching with everything?
Make the goals measurable
Set up call tracking, form tracking and analytics at launch, and review the numbers monthly with the client. It turns the website into an ongoing service, and a reason for a care plan.
Next: define the audience with the target audience questions and study the market with the competitor analysis questions.
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Frequently asked questions
What are good website goals for a small business?
Concrete outcomes like more calls, quote requests or bookings per month, measured from the website, with a target and a date.
What is the difference between a website strategy and a website plan?
Strategy decides why and for whom (goals, metrics, priorities). The plan decides what and when (pages, features, timeline).
How many goals should a website have?
One primary goal and one or two secondary ones. More than that and pages try to do everything at once.