What to aim for.
WHAT TO BASE TARGETS ON
Your own previous figures.
Not industry averages, which vary enormously and may not apply.
WHAT TO TARGET
Enquiries per month Conversion rate Revenue from the site
A REASONABLE APPROACH
Look at the last three months. Set a modest improvement.
WHAT NOT TO TARGET
Traffic alone Rankings alone
Both can improve without producing business.
FOR A NEW SITE
Expect very little initially. Search visibility builds over months.
WHAT PATIENCE LOOKS LIKE
Content published today may produce visitors in three months.
That is normal and frequently misunderstood.
WHAT TO REVIEW
Monthly against target, quarterly against the trend.
WHAT A MISSED TARGET MEANS
Investigate before changing everything.
Frequently it is seasonal, or a single change.
WHAT SUCCESS ACTUALLY IS
More business, from the same effort.
