Web Strategy - Maximising Return On Your Website Investment
If you're planning a new website, or want to improve your existing one, a well planned web strategy will help you to maximise your return on investment (ROI).
All too often, businesses implement a website only to find it doesn't work for them. Usually this is because they have an unclear web strategy, or none at all.
Why Is Web Strategy So Important?
No doubt you've heard the expression "a rudderless ship". This is what your website will be without a clear web strategy. It may still "sail", but it may not help your business move in the right direction. Or if it does, it may take a lot longer than it could.
Developing a web strategy helps you clarify your reasons for having a website, what you expect to gain from it, how you intend to achieve those gains, and how you will measure the results.
How To Develop A Web Strategy
Firstly, step away from the day-to-day operation of your business for a while. This will help you see "the big picture" and how your website fits in. It helps to involve someone outside the business in your website strategy planning, so you can see things objectively.
- Define Your Target Audience(s)
Before you do anything else, you need to be absolutely clear about who your website is targeting. Think about who you want to attract. This may or may not be your current customer base or market. Be specific about who the target audience is. What common characteristics do they have (needs, interests, demographics, likes, dislikes, etc)? Is there more than one distinct group?
- Define Your Website Goals
Document the outcomes you wish to achieve through your website. Create specific time-based goals that are easily measured (e.g. sell 100 books in 3 months, generate 10 appointments per week, sign up 5 new subscribers per day). Determine how you will measure the results (e.g. website usage statistics, customer order tracking). - Plan Your Website To Meet Your Goals and Motivate Your Audience
Website planning involves more than just the structure or look of the site. Your website features and content must engage your audience and motivate them to interact with your business. Put yourself in their shoes and ask "What would I want to do if I came to this website?" and "What would make me want to do business with this particular company?"
- Market Your Website To Your Target Audience
Marketing and promoting your website to the right people is crucial to achieving your goals. A combination of online and offline marketing methods designed to complement each other will produce the best results (e.g. website links, email campaigns, search engine optimisation, networking, directory listings, advertising and promotions)
- Measure, Review and Repeat
Schedule time to review your website measurements and strategy every 3 to 6 months. Is your website helping you meet your goals? Are your goals realistic? Is your target audience still appropriate? How can your website serve your target audience better? Can you improve your marketing methods or messages?
In Conclusion
Taking the time to develop and regularly review your web strategy is critical to your website's success. It also helps you contemplate how your business will adapt to the changes brought about by this fast-paced Internet world we live in.
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