This is related to the Objectives.

If the Objective was to increase sales, the target will put a number to that (e.g. increase sales by 10%).

If the Objective was to increase the number of enquiries then quantify what your targets are.

Without targets how will you measure the effectiveness of the projects? How will you gauge the return on your investment?

To measure the effectiveness of your website you will also need to monitor the traffic that comes to the site. Your designer will need to know that you want these statistics.

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