It is important to identify who the website speaks to and what is the success criteria. This is delivered through the creation of goals. Measurable goals will communicate the success of the website for our clients. Specifically, Goals area created based on the following catagories and questions:

Audience

• Who is the primary audience? What do they want to see? What do they care about? How can a message be crafted around their interests?
  
  
• Is there a secondary audience the website will need to speak to? 
  
  

Call to Action(s)

• Primary Call-to-action (CTA):  a well crafted call to action will morph an ordinary website into a website that actually does something. The CTA drives visitors to perform an action. A CTA can be as simple as ‘fill out a contact form’ to something more complex like placing an order for a specific product online. This is the driver of the website’s overall goal.
  
  
• Actionable elements: Every website will have an array of elements that support customer actions. All of these actions support the primary CTA. 
  
  

Success criteria

• Increasing Hits: A successful project needs to be clearly defined. A common measurement for success is to increase the hits to a web site. Dallas Partners realizes that website hit counts only scratch the surface when measuring success. More importantly, a great success measurement will include how many eyeballs are directly impacted with the overall marketing message and not just within the website. The marketing message includes website hits, tweets, facebook updates, linked in updates, widget downloads, email campaign forwards, etc... By using all available methods, a professional web presence will exponentially increase the eyeballs on the desired marketing message.
  
  
• Increasing the conversion ratio – In the Dallas Partners methodology, the conversion ratio is the one of the most important measurements of success. It is the ratio that communicates the rate of website visitors vs. ‘how many people end up becoming customers’. Dallas Partners holds a heavy focus on increasing our client’s bottom line.