- Define primary business goal and conversion action1 hour
Choose the one job your site must do in the next 90 days — everything else supports it.
Pick from three options a brochure site can deliver:
- enquiries (form or phone call)
- bookings (calendar link or email)
- foot traffic (map, directions or call)
Do not list all three as primary — you will split calls to action and measure nothing.
Set the number from real capacity: new clients you can serve per week × 13 weeks. Adjust for close rate. If you can take 4 new clients and close 30%, you need about 50 enquiries in 90 days.
Record it where you will see it every week. Put the one sentence at the top of your project doc and in a simple tracker sheet.
Write the decision rule now: e.g., ≥80% of target at day 90 → keep traffic plan; 50–79% → fix offer or proof; <50% → revisit audience and channels before any rebuild. Review every Monday: count form submissions + tracked calls and enter one total.