As we stare in the face of 2022, we hope against hope that it includes fewer dumpster fires than the last two. Sadly, we can’t make any promises there. As with any other year, however, we have the natural inclination to reflect and set goals, both in our personal and our professional lives. Whether or not we achieve those New Year goals is another matter entirely.

So many business owners treat their websites as something they know they need without using them as a tool to advance their goals. If we’ve learned anything from the last 2 years, we know that being able to adapt and reach customers online is pivotal to succeed. You simply can’t survive without a healthy online presence.

Let’s look at ways you can use your website to help you with those business aspirations.

New Year Goals

Before we even talk about your website, let’s take a look at the goals you have for your business, regardless of whether you think they have anything to do with your site. When I talk with a new Roadmapping client, they often show surprise when I ask them about goals for their overall business. They think all I want to know about is what they want for their website. Here’s the thing. You can’t separate the two. Your site should serve as an extension of your business instead of just a place for information. A good website looks nice and relays information. A phenomenal site advances your goals and, ultimately, your bottom line.

Whether your hopes for your business include more visibility, increased leads, or a rise in subscriptions, your website can help you get there.

Making Your Website Part of the Plan

Once you sit down and plan out your milestones for the year, look and see how your website could play a part. This list contains just a few things your website should do for you:

• Attract search engine traffic to your site (SEO)
• Grow your email list
• Make it easy for people to contact you
• Provide social proof for why people should do business with you
• Grow your social media following
• Speak to those matching your marketing persona
• Offer lead magnets for people to take a next step
• Establish you as a knowledgeable source in your field

Regardless of how you want your business or organization to grow this year, one of the items above can help you do it.

Your 2022 Marketing Plan

When you create your marketing plan for this year, make sure you include all your goals and the tools that can help you with them. A simple spreadsheet is a great way to accomplish this. First, list ways you want to grow this year in the first column. In the next columns, list any tools at your disposal to make the first column happen. You can have columns for your website, each social media channel, and whatever other avenues (like print) you use.

Let’s say you plan to start offering a new service this year. Use your website to create buzz about your new offering and publish some blog posts on the topic that show you know your stuff. Place a Coming Soon announcement on your site, perhaps as a popup, with a form people can fill out to be the “first to know” when the new thing launches. Optimize services pages with related keywords for that new item so visitors will find you on Google. Offer coupons to the first people to take advantage of this new offering. All of these happen on your website and will move that goal along!

You can find great checklists of goals for just your website, but don’t think of it as a separate entity. Tie everything back to the milestones you’ve put in place for your business, and keep swimming along!