Setting SMART goals--Specific, Measurable, Achievable, Relevant, and Time-bound is important. I once designed a website for an emerging brand. Initially, they weren't setting SMART goals, like 'get lots of viewers'. We switched that vague goal into something SMART like 'achieve 10% more site viewers over the next month.' Lo and behold! Not only did this improve their traffic, but it also helped them target their marketing efforts effectively.