Goals definition

• Who are you creating the site for (audience)?
• What is its intention (conversion)?
• What do you want your audience to do when they are on the site?
• What do you want your audience to do when they leave the site?

Before you begin developing your site, you need to have some well thought out answers to these questions. The goals of your site provide the foundation, which, everything stands on. They are points that you will refer back to time and time again. So why are you creating this site? Is it just to pass a class? If so, then go paint or weave baskets…anything else but web design.

Who is your audience?

Identify your target audience. This will allow you to structure the site design to meet their needs and expectations.

Devlop personas using demographics and psychographics.

What is its intention?

Once you know your audience, ask the question, what do I want them to do? what is the purpose of the site? Is it to promote somebody or something? Are you trying to sell something? Are you providing information or reference material? Is it for entertainment, news or education? You must give your audience something of value! People generally get online to: connect with people, get information or get entertained.

This is one of the most important parts of your plan. This information will determine what kind site you will develop.

What are your goals for the site?

• increase traffic to website
• increase awareness
• generate leads
• increase lead conversion

Develop SMART goals

Use the SMART standard for judging the quality of goals:

• Secific
• Measurable
• Achievable
• Realistic
• Time delimited

It is important to use this information to determine how content of the site will be presented (more graphics or more text) and organized (sequential, hierarchical or web). 
The final point to consider in defining your goals is, ultimately, what you want the site achieve. What do you want the audience to think or do while visiting the site and after visiting the site? If you are creating a portfolio site, are you targeting clients, future employers, a university? With an e-commerce site, in addition to selling stuff, are you providing services or trying to get the customer to come to your store? By knowing the answers to these and similar questions, you will be able to determine how you will measure the site’s success.