What is your website supposed to achieve?
Before counting visits, decide what a useful visit could lead to.
What would make your website useful?
Imagine your website received 1,000 visits this month. Would that be good? You need more context: who visited, what they needed, and whether your website helped them take a meaningful next step.
Connect three things.
Business goal
The result your organisation wants.
Visitor action
Something a person can do on your site that supports the goal.
Measure
The evidence you would collect to understand that action.
A visit provides context. An enquiry suggests interest. A confirmed sale provides different evidence again. They answer different questions.
Meet Northlight Studio.
Northlight builds websites for local businesses. Its goal is to win suitable projects.
Business goal: attract suitable project enquiries.
Visitor action: successfully submit a project enquiry.
Measure: count confirmed successful submissions.
A click on “Send enquiry” does not prove that the form was submitted successfully. The measurement should reflect the outcome it claims to count.
Northlight would also review enquiry quality and eventual sales in its business records. Website activity alone cannot tell the whole story.
Build your first measurement plan.
Use your own website, an idea, or Northlight Studio.
Which measure best matches the goal?
Northlight wants more successful project enquiries. Which is the closest website measure?
A useful number starts with a useful question.
You now have a simple chain: a business goal, a visitor action and evidence of that action. Later lessons will connect this plan to Analytics.
Save all three parts of your plan and answer the check correctly to complete this lesson.