UNIT-2

Business goals and planning for websites:

Business Goals for Websites:

1. Increase Brand Awareness

Make your business recognizable and trusted online.

2. Generate Leads
Collect contact details (email, phone numbers) from potential customers.

3. Drive Sales and Conversions

Turn website visitors into paying customers.

4. Build Customer Loyalty

Use your site to offer value (blogs, newsletters, support) to existing users.

5. Educate Visitors
Share useful content to inform and build trust (blogs, FAQs, tutorials).

6. Improve Customer Support

Add live chat, FAQs, or contact forms to assist users.

7. Establish Thought Leadership

Publish expert-level content to build authority in your niche.

8. Enhance Search Engine Ranking (SEO)

Optimize content to improve visibility on Google.
9. Collect Customer Feedback
Use surveys, polls, or reviews to understand user needs and improve services.

10. Expand Market Reach

Attract a global audience or tap into new markets through your online presence.

Planning for Websites:

1. Define Your Target Audience

Know who you are building the site for — their age, interests, needs.

2. Set SMART Goals

Ensure goals are Specific, Measurable, Achievable, Relevant, and Time-bound.

3. Choose the Right Domain Name

Simple, relevant, and easy to remember (e.g., www.greenbeauty.com).

4. Select the Appropriate Platform

WordPress, Shopify, Wix, or custom-built — based on your goals.

5. Plan Site Structure and Navigation

Design user-friendly menus and layout (Home, About, Services, Contact, etc.).
 6. Design for Mobile-First
Ensure the site looks good and works well on smartphones and tablets.

7. Plan Content Strategy

Decide what type of content (blogs, videos, product info) you’ll post and how often.

8. Integrate Analytics Tools

Add tools like Google Analytics or Hotjar to track user behavior.

9. Ensure SEO Optimization

Use the right keywords, meta tags, and internal linking.

10. Plan Security & Speed

Install SSL certificates, enable backups, and optimize loading time.

Naming primary and Lower-level goals:

Primary Goals:

1. Primary Goal: Increase Brand Awareness

Make more people know your brand and recognize your products/services.

2. Primary Goal: Generate Leads

Attract potential customers who may become paying clients later.

3. Primary Goal: Drive Sales and Revenue

Boost the number of purchases and overall income.

4. Primary Goal: Improve Customer Engagement

Encourage your audience to interact with your content or brand.

5. Primary Goal: Build Customer Loyalty

Retain existing customers and encourage repeat business.

6. Primary Goal: Enhance Online Visibility (SEO)

Appear higher in search engine results to attract organic traffic.

7. Primary Goal: Establish Industry Authority

Be recognized as a leader or expert in your field.

8. Primary Goal: Expand to New Markets

Tap into new demographics or geographic regions.

9. Primary Goal: Increase Website Traffic

Drive more visitors to your website consistently.

10. Primary Goal: Improve User Experience (UX)

Make the website easy to use, fast, and valuable to visitors.

Lower-Level Goals:

1. Reach 10,000 social media followers in 6 months

What it means:
Grow your brand’s social media audience on platforms like Instagram, Facebook, LinkedIn, or X
(Twitter) to 10,000 followers.

Why it matters:
A larger following increases your brand’s visibility, reach, and credibility, helping with brand
awareness and content engagement.

How to achieve:

 Run giveaways and contests

 Post high-value content consistently

 Use hashtags and reels

 Collaborate with influencers

2. Collect 500 email sign-ups from landing pages

What it means:
Design specific web pages that encourage users to sign up for your newsletter, ebook, or discount
offer.

Why it matters:
Emails are direct channels to potential leads. You can nurture them over time into loyal customers.

How to achieve:

 Offer free downloads or discounts in exchange for email

 Use pop-ups, sticky bars, and exit intent

 Promote sign-up pages via ads and social media

3. Run 3 monthly ad campaigns with a target ROI of 2x

What it means:
Launch and manage at least 3 paid ad campaigns (e.g., on Google Ads, Facebook Ads) every month,
aiming to earn twice the investment.

Why it matters:
Paid ads are essential for short-term visibility and conversions. ROI measures efficiency and
profitability.

How to achieve:

 Set clear ad objectives (traffic, sales)

 Optimize ad creatives and landing pages

 Test different ad sets (A/B testing)

 Monitor performance regularly

4. Achieve a 20% increase in comments and shares on posts

What it means:
Increase engagement metrics on social media or blog posts, like comments, shares, retweets, and
likes by 20%.

Why it matters:
High engagement shows your content resonates with the audience and improves organic reach due
to platform algorithms.

How to achieve:

 Post questions, polls, and interactive content

 Share behind-the-scenes or emotional stories

 Respond to comments to encourage discussion

5. Create a monthly newsletter with a 25% open rate goal

What it means:
Send out an email newsletter every month, targeting at least a 25% open rate (industry average
varies by sector).

Why it matters:
Open rates indicate the health of your email marketing. A high open rate = relevant subject lines and
good audience engagement.

How to achieve:

 Use catchy and relevant subject lines

 Segment your email list

 Send at optimal times

 Keep content useful and concise

6. Publish 4 SEO-optimized blog posts per month

What it means:
Write and post four blog articles each month that follow SEO best practices (keyword use, meta tags,
internal links, etc.)

Why it matters:
Search engines reward fresh, keyword-rich content, improving your visibility and driving organic
traffic.

How to achieve:

 Use tools like Ubersuggest or SEMrush for keyword research

 Follow a content calendar

 Ensure mobile-friendly, fast-loading blogs

7. Get featured in 5 industry guest blogs within a quarter

What it means:
Write and publish your articles on other well-known blogs or websites in your industry (like Medium,
HubSpot, etc.)

Why it matters:
Guest blogging helps you reach new audiences, build backlinks for SEO, and establish thought
leadership.

How to achieve:

 Reach out to blog editors

 Offer high-quality, relevant topics

 Include a short bio with your website link

8. Launch multilingual versions of the site (e.g., Hindi & Spanish)

What it means:
Translate your website into other languages to serve different linguistic audiences.

Why it matters:
Helps in entering new markets, improving accessibility, and connecting with a global customer base.

How to achieve:

 Identify high-potential language markets

 Hire translators or use plugins like WPML

 Localize content, not just translate it

9. Increase organic search traffic by 30% in 90 days

What it means:
Grow the number of people who find your site through unpaid search engine results.
Why it matters:
Organic traffic is sustainable, cost-effective, and indicates high content relevance.

How to achieve:

 Optimize existing content

 Create pillar + cluster blog structures

 Build backlinks from reputable sources

10. Reduce website bounce rate below 40%

What it means:
Encourage users to stay longer and visit more than one page instead of leaving after the first page.

Why it matters:
A low bounce rate usually means better UX, relevant content, and higher conversion potential.

How to achieve:
  Improve website speed

 Use engaging visuals and calls to action

 Make navigation intuitive

 Match content to user intent

CMS Overview (Content Management System)

What is a CMS?

A Content Management System (CMS) is a software platform that allows users to create, edit, organize,
and publish digital content—usually for websites—without needing to write code.

Examples of Popular CMS Platforms:

CMS Platform Best Used For Notes

WordPress Blogs, websites, e-commerce Most popular, highly customizable

Wix Small business websites Drag-and-drop, beginner-friendly

Shopify E-commerce stores Designed for online selling

Joomla Complex websites More flexible but steeper learning curve

Drupal Large, secure sites Advanced, powerful, developer-focused

Magento Big e-commerce businesses Feature-rich but requires technical skills

Key functions of a Content Management System (CMS):

1. Create & Edit Content

CMS allows you to:

 Write articles, blog posts, and website pages

 Format text (bold, headings, bullets) like a word processor

 Add images, videos, and links

Example: In WordPress, you use the editor to write and style blog content.

2. Publish Content

You can:

 Make content live instantly

 Schedule posts for future publishing

  Save drafts for review
Example: Schedule a blog post to go live on Monday at 8 AM.

3. Organize Information

Helps structure content using:

 Categories (e.g., "News", "Tips")

 Tags (e.g., "SEO", "Marketing")

 Navigation menus for easy browsing

Example: A recipe blog organizes food under "Breakfast", "Lunch", etc.

4. Design Control

CMS platforms offer:

 Themes and templates to change your site's look

 Custom layout and color options

 Mobile-friendly designs
Example: You can install a professional theme in WordPress with one click.

5. User Roles & Access

You can assign roles such as:

 Admin – Full access

 Editor – Edit any content

 Author – Write their own content

 Viewer – Read-only access

Example: A college website may give faculty editing access and students only viewing rights.

6. SEO Support

CMS supports Search Engine Optimization through:

 Plugins like Yoast SEO or All in One SEO

 Features to add meta titles, descriptions, image alt text, etc.

Example: Improve Google ranking by optimizing keywords and headings.

7. Media Management

You can:

 Upload, store, and insert images, audio, and PDFs

 Create galleries or feature images

Example: Add a YouTube video or PDF download to a blog post.

8. Customization (via Plugins/Modules)

Extend your site’s features by installing:

  Contact forms

 Social media sharing buttons

 Payment gateways
Example: Add a chatbot or a newsletter sign-up form without coding.

9. Security

Built-in tools to:

 Control login access

 Automatically back up your site

 Install security plugins to block spam/hacking

Example: Use plugins like Wordfence or Sucuri to enhance WordPress security.

10. Analytics Integration

CMS lets you:

 Connect with Google Analytics or other tools

 Track visitor behavior, page views, bounce rates, etc.

Example: Know which blog posts are most popular and where visitors come from.

Importance of CMS:

1. No Coding Required

o Users can manage website content without needing programming knowledge.

2. Faster Content Updates

o You can quickly add, edit, or delete content anytime, reducing dependency on
developers.

3. Cost-Effective

o Saves money by allowing non-technical users to manage content in-house.

4. Collaborative Editing

o Multiple users can work on content creation, review, and approval at the same time.

5. Consistent Design & Layout

o Templates ensure a uniform appearance across the site, improving user experience.

6. Search Engine Optimization (SEO)

o Built-in tools and plugins help optimize your website for better visibility on Google.

7. Scalability

o A CMS allows you to scale up (add pages, features, products) as your business grows.
 8. Secure and Safe

o Most CMS platforms provide regular security updates, backups, and access control
features.

9. Time-Saving

o Easy content scheduling and automation features reduce manual workload.

10. Analytics and Insights

 CMS can be integrated with tools like Google Analytics to track visitor behavior and improve
strategy.

CMS (Content Management System) – Concepts Overview

A CMS is a software application that helps users create, manage, and modify content on a website
without needing to code.

1. Content Management

A CMS allows users to create, edit, organize, and publish digital content like text, images, and videos
— without needing to write code.
🔹 Example: Writing blog posts in WordPress using the block editor.

2. Themes & Templates

Themes define the visual appearance of the website (colors, fonts, layout), while templates control
the structure of specific pages.
🔹 Example: A WordPress blog using the "Astra" theme for a clean layout.

3. Plugins/Extensions
Plugins (or extensions) enhance functionality — like adding contact forms, galleries, SEO tools, or
social sharing buttons.
🔹 Example: Installing Yoast SEO plugin for optimizing your content.

4. User Roles & Permissions

CMSs allow assigning roles to users (Admin, Editor, Author) with specific rights to control who can
access and manage what.
🔹 Example: A contributor can write posts but not publish them.

5. Database Integration

CMSs use databases (like MySQL) to store content, settings, and user data, which is dynamically
displayed on web pages.
🔹 Example: WordPress stores all posts and settings in MySQL tables.

6. Media Management

Built-in tools to upload, edit, and organize images, videos, PDFs, etc.
🔹 Example: Drag-and-drop image upload in WordPress’s media library.
7. SEO Optimization Tools

CMSs include or support plugins for adding meta titles, descriptions, alt text, and sitemaps to
improve search engine rankings.
🔹 Example: Editing meta description for a blog post to appear better in Google results.

8. Version Control

Track or revert to previous versions of content. This prevents data loss and helps manage content
updates safely.
🔹 Example: Restoring an older draft of a page after a mistaken edit.

9. Publishing Controls

Content can be saved as a draft, scheduled for future, or published instantly.

🔹 Example: Scheduling a promotional post to go live on August 15th.

10. Responsive Design

Ensures the website automatically adjusts layout to look good on desktop, tablet, and mobile
screens.
🔹 Example: A theme that displays blog posts in a grid on desktop but as a scrollable list on mobile.

11. Multilingual Support

Allows managing content in multiple languages from the same CMS.

🔹 Example: A business site in both English and Hindi using a plugin like WPML.

12. Security Features

CMSs provide features like password protection, spam filters, SSL support, and regular updates to
protect from cyber threats.
🔹 Example: WordPress security plugins like Wordfence to block hackers.

13. Analytics Integration

Supports tools like Google Analytics to track user behavior, page views, bounce rates, and more.
🔹 Example: Viewing which blog posts get the most traffic.

14. Navigation Management

CMSs allow creating menus and links that help users move through your site.
🔹 Example: A food blog with categories like "Breakfast," "Lunch," and "Dinner."

15. API Access

CMSs provide APIs that allow developers to connect with other systems (e.g., CRMs, payment
gateways, or mobile apps).
🔹 Example: A CMS-powered website sharing product info via API to a shopping app.

Introduction to Word Press

WordPress is the world’s most popular Content Management System (CMS) used to create and
manage websites without needing to code from scratch.
What is Word Press?

WordPress is a free and open-source CMS that allows users to build websites, blogs, portfolios,
online stores, and more using themes, plugins, and a user-friendly dashboard.

Key Facts About Word Press:

Feature Description

Launched In 2003

Developed By Matt Mullenweg and Mike Little

Language Used PHP + MySQL

License GNU General Public License (Free to use)

Used For Blogs, company websites, portfolios, e-commerce (via WooCommerce), etc.

Why Word Press is Popular:

1. User-friendly – No coding skills required.

2. Customizable – Thousands of themes and plugins.

3. SEO-friendly – Built-in features and plugins help improve Google rankings.

4. Responsive Design – Mobile-ready websites.

5. Large Community – Easy to get help and tutorials.

Two Versions of Word Press:

Version Website Features

WordPress.com wordpress.com Hosted version (easy to start but limited control)

WordPress.org wordpress.org Self-hosted version (full control and customization)

What Can You Build with Word Press?

 Personal Blogs

 Business Websites

 E-commerce Stores (with WooCommerce)

 Portfolios

 Online Learning Platforms (with LMS plugins)

  Forums & Communities

Word Press Design:

1. Themes Control the Look

 A theme defines your website’s layout, colors, and style.

 Example: A photography theme will have big image sections, while a news theme has article
grids.

2. Customization Options

 You can change colors, fonts, and layouts using the WordPress Customizer without coding.

3. Responsive Design

 Good themes automatically adjust to look great on mobiles, tablets, and desktops.

4. Page Builders

 Tools like Elementor, Divi, or Gutenberg let you drag and drop elements to design pages.

5. Widgets & Sidebars

 You can add extra features like recent posts, search bars, or social links in widget areas.

6. Header & Footer Design

 Customize top and bottom sections for logos, menus, and contact info.

7. Templates for Pages & Posts

 You can choose or create different layouts for blog posts, homepages, or landing pages.

8. Image & Media Management

 The Media Library lets you upload, crop, and optimize images for your design.

9. Navigation Menus

 Create clear menus so visitors can find content easily.

10. Design Consistency

 Use uniform colors, fonts, and spacing across the site for a professional look.

WordPress Navigation:

1. Menus – WordPress lets you create navigation menus (like Home, About, Services, Contact)
from the dashboard.

2. Primary Navigation – This is the main menu usually shown at the top of a website (header).

3. Secondary Navigation – Menus can also appear in the footer or sidebar for quick access.
 4. Custom Links – You can add custom URLs (e.g., link to another website or social media
profile) inside menus.

5. Pages & Posts in Menus – You can directly add WordPress pages, blog posts, or categories to
the menu.

6. Drop-down Menus – WordPress allows creating hierarchical menus (sub-menus) for better
organization (e.g., “Services” → “Web Design”, “SEO”).

7. Drag & Drop Functionality – The menu editor uses drag-and-drop to arrange, reorder, or
nest items easily.

8. Theme Menu Locations – Different themes support multiple menu locations (Header, Footer,
Mobile, Sidebar).

9. Navigation Widgets – Menus can also be displayed in widgets (sidebars, footers) using the
Navigation Menu widget.

10. Plugins for Advanced Navigation – Plugins like Max Mega Menu or WP Mega Menu add
features like icons, mega menus, and animations.

Example: On a school website:

 Top Menu: Home | About Us | Courses | Admissions | Contact

 Drop-down under Courses: BBA | MBA | B.Com | B.Sc

 Footer Menu: Privacy Policy | Terms & Conditions | FAQs

Word press site structure

A WordPress site structure refers to how your website’s pages, posts, categories, and menus are
organized and connected to each other. A clear structure makes it easy for both users and search
engines (like Google) to understand and navigate your site.

Key Elements of WordPress Site Structure

1. Homepage (Root Level)

o The entry point of your site.

o Example: www.mywebsite.com

o Usually includes links to important sections like About, Services, Blog, and Contact.

2. Primary Pages

o Main sections linked from the homepage.

o Example: About Us, Services, Blog, Contact, Portfolio.

3. Subpages (Child Pages)

o Pages nested under a main page.

o Example:
  Services → Web Design, SEO, Content Writing.

 About Us → Our Team, Careers.

4. Posts (Blog Articles)

o Regularly updated content.

o Example: A blog about “Digital Marketing Tips”.

5. Categories

o Groups posts into broader topics.

o Example: SEO, Content Marketing, Social Media.

6. Tags

o More specific keywords that describe posts.

o Example: A post under “SEO” may have tags like “Google Ranking” or “Backlinks”.

7. Menus & Navigation

o Organize links for users to move easily between sections.

o Example: Main Menu, Footer Menu, Sidebar Menu.

8. Permalinks (URL Structure)

o The format of your URLs.

o Example: www.mywebsite.com/blog/seo-tips (good) vs

www.mywebsite.com/?p=123 (not good for SEO).

9. Footer Structure

o Contains links to Privacy Policy, Terms & Conditions, Contact Info, Social Media,
Sitemap.

10. Sidebar Widgets

 Additional navigation or content in the sidebar.

 Example: Search bar, Categories, Recent Posts, Ads.

Example: WordPress Site Structure for a Business Website

 Home

 About Us

o Our Team

o Careers

 Services

o Web Design
 o Digital Marketing

o Content Writing

 Blog

o Categories: SEO, Social Media, Branding

o Tags: “Google Ads”, “Facebook Marketing”

 Portfolio

 Contact Us

Why It’s Important:

 Makes navigation easy for visitors.

 Helps Google index your site better (SEO).

 Improves user experience and reduces bounce rate.