This week we sat down with Manuela Bàrcenas, Head of Marketing at  Fellow.app, the top rated AI meeting management software, to discuss goal setting and aligning website goals with high-level business objectives. 

Manuela is a marketing wiz when it comes to creating content and campaigns that drive demand for product! Manuela gave us great insight into setting goals, pivoting target audiences, and refining your goals as you continue to market your business. 

Let's dive into her valuable insights in digital marketing and setting goals for your website. 

The Importance of Setting Website Goals 

At Pagecloud, we believe your website is your greatest marketing asset, and using it to support your overall business goals is essential for your online growth. There are so many reasons why aligning your website goals to your business objectives is an important exercise. Manuela states:


"Setting clear goals can help you establish a clear direction for all your efforts and really question if all the new ideas and initiatives align with the goals you set at the beginning."

Manuela has learned that business goals and website goals steer creative marketing endeavours, ensuring that you and your whole team understands what efforts are working and what’s not. 

Processes in Goal Setting and Reviewing

After emphasizing the importance of setting goals, Manuela discussed some of the processes in place for herself and her team when it comes to implementing targets. 

Business objectives are, of course, defined at the top level. Once defined, marketing initiatives can be developed to support those objectives. Each activity should have its own goal so it can be tracked and optimized.

Manuela advises that every 3 months, metrics should be reviewed to ensure the goals you set should still be your goals, or whether you need to change course. 

Responding to Market Changes 

Goals are ever-changing, and evolving businesses need to be ready to change course every so often to continue aligning those goals with business objectives. 

When asked if there are any events that warrant reviewing goals, Manuela responded: 

"Market changes and new advancements in technology are good moments for leadership teams to re-evaluate goals."

However, she emphasized that it's important that slow transitions into new goals are important in order to not overwhelm a hard-working team. 

Shifts in Target Audience

Defining your target audience is crucial in creating content that connects with your ideal customer persona. Manuela is an expert in defining audiences and building a marketing strategy that speaks to them. 

When it comes to setting goals, a shift in target audience creates a new set of goals to achieve. It’s important to, again, review your goals to ensure they align with your new audience.

Common Mistakes in Setting Goals

One of the reasons we like to sit down and chat with leaders in the digital marketing world is to understand what mistakes they've made in the past and what they've learned from them. 

There is so much to consider when growing a company online, and Manuela emphasizes how easy it is to be blinded by "vanity metrics". Vanity metrics are metrics that seem exciting and look good, but don't necessarily support your goals. 

"A common mistake is paying too much attention to vanity metrics like organic traffic without considering if it impacts the bottom line."

Instead of celebrating big traffic numbers, celebrate who converts from the traffic. And if you're seeing high traffic volumes and low conversions, consider how you can optimize that content to better support your conversion goals. 

Evolving Your Goals as You Grow

As a company grows, website goals will always change. Maybe your first goal is to show up on Google and start generating organic traffic. But as you continue to grow, your goals will steer more toward signups and sales. 


"Website goals will always be evolving as the business goals evolve. Celebrate early wins like organic traffic, but as your company evolves, focus more on quality."

Manuela emphasizes the importances of quality leads that convert. Generating traffic is important, but it's what happens after a user lands on your website that matters.

Creating Quality Content 

Quality content is essential to online growth. Manuela believes you shouldn’t underestimate the power of having really good resources on your website like blogs, podcasts, and guides. 


"Great content builds brand affinity and loyalty even if it doesn't convert immediately." 

Carving out time to create new content that is helpful to your current customers and potential new customers strengthens your brand authority and builds a lasting relationship with your audience. 

Key Takeaways

Setting and regularly reviewing website goals is crucial for effective digital marketing. Ensuring all employees and higher ups are aligned on business objectives can help guide marketing activities. Make sure you are regularly reviewing your website goals so they continue to support the overall objectives of the company. 

By focusing on quality leads and continuing to produce valuable content, your business can drive conversions and build long-term success. Avoid celebrating vanity metrics, and instead focus on what activities drive high conversions.