Knowing your goal is the probably one of the most important things when running a website.

When people attend the Elite Retreat or when I do consultations (very rarely) the first question I ask is what is your goal for this site. It always amazes me people do not have a goal other then to “make money”.

For instance. My neighbor Brad Alderman (AKA the rooster) is a dentist and has his own practice at Coddington Dental. I recently had his website redesigned for him and I asked him what his goals for the website were. Now Brad pretty much had his site on the internet so he had a internet presence.. He never really thought out what the site could do for him. This is refered to (by me) as a brochure site.

So being I am a internet marketer I wanted to take Coddington Dental to the next level. So I sat down with my friend and we talked some numbers… This things should pretty much apply to anyone.. You need to price out a new customer vs a returning customer. What items have good margins what doesnt… what are your demographics.

After talking with Brad about these things I had a pretty good idea of what his goals SHOULD be.

In talking with Brad he revealed something very interesting. Even though his clients range from 8-75 years old almost 80% of all the bookings are made by women 28-40 years old. BOOM big detail there. Also he dropped another interesting fact that these women almost always are very interested in cosmetic dentistry mostly teeth whitening services and there was a pretty good margin on those services.

Just like with a website your best data you have yourself. You dont need to buy data from other sources use your OWN metrics. So now we have a goal.

So now we know our goal: To get women ages 28-40.

How we are going to achieve that goal: Do pay per click advertising targeting the Lincoln, Nebraska area and gender targeting for offering free teeth whitening (a huge value). We will use a special landing page on the site for this so we can track the success (and using google analytics goal tracking we will see what engines return the best ROI).

Recap: By talking with Brad (our client) a short time I was able to determine what his goal should be just from his own metrics. Also doing the math the new customer acquisition far out weighed the small cost (to him) of 1 free teeth whitening.

I have not done a case study or experiment that I shared with readers for a while so I will be publishing updates to the Coddington Dental experiment. First we are going to run up the site a bit for conversion and build a custom landing page. Brad has offered to let me be very open with everything we are doing so if you link to it make sure you give him a link at, Stay tuned-

Know Your Goals – TFS day 3

By Jeremy Schoemaker

Jeremy "ShoeMoney" Schoemaker is the founder & CEO of ShoeMoney Media Group, and to date has sold 6 companies and done over 10 million in affiliate revenue. In 2013 Jeremy released his #1 International Best selling Autobiography titled "Nothing's Changed But My Change" - The ShoeMoney Story. You can read more about Jeremy on his wikipedia page here.

27 thoughts on “Know Your Goals – TFS Day 3”
  1. Yet again another great post in this series.

    How long is it going to run?

  2. I agree with you whole heartedly about knowing your goals. So many times clients will simply say that their goal is to get more people on their site and make more money. There’s a lot of who, what, when, where, why and how to mix in there to make their “goal” a reality.

  3. There are a few types of sites that generally wouldn’t or shouldn’t have a goal, but you’re right–there should be an overall goal in mind, and sites should be created so that they ultimately are pushing the site’s visitors towards completing that goal.

    At this point, it’s probably going to be tough to target one particular age group via PPC. But, perhaps writing the ad copy so that it’s targeted (and, of course, picking the right keywords) will help.

    Have you tried testing MSN AdCenter’s targeting of women and certain age groups?

  4. I look forward to reading more about the case study. To kick things off I have given the site a very nice and trusted PR5 link from

    Goals are a must. But just as important is to have realistic goals. Not everyone is gonna be able to sell their site for a squillion dollars like me…

  5. I think this is a GREAT key the biggest part is actually settign goals first… so many people just dive in and dont have goals…. big no no.

  6. through this week. Maybe the rest of this month we will see how my time goes.

  7. Awesome! This is a greate tip, one I could have used a long time ago. It’s so obvious yet so over-looked. The Coddington Dental site looks great. Maybe you could get his site to rank page 1 for “the rooster”. 🙂 Doesn’t look like it’d be too difficult.

  8. My view has been that a web site is a machine. You wouldn’t drop a few gears and screws in a box and expect magic to happen — so why approach a web site the same way?

  9. I still do monday questions just havent gotten any new ones for a while. Its kind of like free shirt friday… if i get one 😉

  10. “Just like with a website your best data you have yourself. You dont need to buy data from other sources use your OWN metrics.” Where do you get customer data for a new arena of marketing that you want to try?

  11. The thing is some people do have a goal, but they fail to realize they need a series of goals, short mid and long term

    For example, when i do seo for companies i will target a keyword cluster for let’s say “doughnuts”
    So my short term goal:long words like “chocolate glazed doughtnuts”
    My mid goal: medium words like “Choclate Doughnuts”
    Long Term Goal: short tails like “Doughnuts”
    This way i gain ground in the smaller searches quickly while simultaneously pushing for the long term goal.

  12. Not only knowing your goals but writing them down is HUGE. This has helped me a lot over the years.
    Write them down and what you have to do to get there… great stuff!

  13. The Monday questions were good but these are great!

    Keep em coming I say.

  14. Yeah, seems obvious now but I must admit I’ve failed to stagger my goals like that. In hindsight I really should have. Better late then never though I guess.

    Thanks for sharing coopreme.

  15. Don’t even get me started on this. I know so many people who’s goal is to “make money online”, so they throw up some websites advertising affiliate products, run some PPC and then wonder why they’re not a millionaire overnight. People just don’t seem to grasp that you need to
    1) Plan what it’s supposed to do (the site) and
    2) Know marketing.

    An expert makes PPC seem easy, because they’re an expert, not because it is. An expert can make SEO or direct mailing, or co-registration seem easy. A newbie will just lose lots of money.

  16. Great post. Nice to see you doing something with a B&M shop. It’ll be interesting to see if your findings with the dental shop mirrors the outcome I’ve had with my own B&M shop.

    My competitors think all they have to do is keep spending $$$ on Adwords to stay ahead of my #1 listing on G. They don’t realize that they’re paying a bunch of money for something I get for free. I also questions the effectiveness on Adwords with some markets. I think many consumers are “Adword blind” and skip down to the organic stuff.


  17. Good insight into building up a site for a target market with set goals. I always try to do these things for clients but most of the time they just want a cheap flash site 🙁

  18. What has helped me most is just straight out thinking how to approach a campaign. No writing, nothing else, just thinking and zoning out for a while, it works LOL.

  19. I keep listening to the rumor talk about receiving boundless online grant applications so I have been looking around for the most excellent site to get one. Could you advise me please, where could i get some?

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