Digital Strategy

Is your website a mere nameplate or a sign board of your organization without a specific objective or goal?

If you agree, then read on…

Consider building a house without a proper design blueprint in place.

Even before you hire building contractors, you need to have an idea what you want from your house?

The biggest mistake people make by not allocating time & resources to plan the strategic objective of the website.

Why A Website Strategy Is Important

There are a number of reasons why it’s important to put extra attention on your website planning. A website is so much more than an URL and some content on some pages.

The first reason is your website sets the tone for your business and it tells the world who you are. Today brand is everything when someone’s new to your business or wants to refresh themselves on what you do, the first place they go is your website. It is actually your business representative around the clock and therefore it is important to be consistent with your brand in appearance and aesthetics too.

The second reason your web site strategy is important is that it can create new opportunities for you! Visitors to your website will leave with the feeling of ON or OFF, so what you need to do is put relevant content for them to avoid a no-decision – when it should be a YES.

Website strategy helps you determine just how much information is enough for your unique way of doing business.

Finally, your website is part of a bigger business and sales strategy and you need to make sure that you are consistently thinking about it as part of the whole canvas! Many marketing pieces, would have a backlink to your website. They point back to that web address so you need to think about that user experience when they land on your site, and the best way to get them to take the next step.

There are countless ways that we can use your website to support your business strategy. It might be that we send people to a specifically targeted page on a topic they’re interested in, or we allow them to interact and receive a free piece of information – with a lead capture. We also need to think about how your website can support getting visitors in contact with your business in a way that helps you identify what their needs are and what their next step is.

So…by thinking about your website strategy ahead of time you can plan based on what is required in the bigger scheme of where your business is going!

While these steps will vary based on your company’s needs, here’s what a well-developed tactical Web strategy should look like:

Step 1: Establish Your Goals

Before you start creating a website, make sure you’re clear on the basics:

What are you trying to achieve with your new website?

What is your website’s main purpose?

“What’s the biggest goal of your website?”

Step 2: Define Your Audience

Your Customers/ Target Groups / Segments and audience will play the biggest role in your website and therefore you need to know everything about them. From basic demographics to - Who could be your customers? Who could search your product/services? What could be the Keywords? What do your users like to do? What social networks do they use? How technically savvy, are they?

This user research could include focus groups, analysis, surveys, interactive exercises, or existing and potential customer interviews, depending on how in-depth you choose to go.

Step 3: Set Your Brand

The last thing you want is for your website to give your audience mixed messages from a confusing brand image. How do you want customers to feel about your brand? We can help choose color schemes and other elements to best convey that emotion.

Every color represents a different mood/trend, so the idea is to settle on a scheme that properly conveys the tone of your brand.

Step 4: Design For Your Users

You spent that time learning about your audience. Now that knowledge needs to be implemented in the design. We make sure to focus on user-centered design when you build your website. This should include:

  • Information framework to organize your websites’ content.
  • Instinctive navigation so your users easily flow through your website.
  • A Strong call to action so your users complete your website goal.

For example, for any website it would be essential to research what is the primary knowledge that visitors over your website would like to know or where they would go and what would they check out – Location, Price, References or anything else? So we suggest that to put that top-right in their page layout.

Step 5: Integrate Social Media

Small businesses have a lot to gain by integrating social media websites into their general Web. Few other advertising vehicles can match social media’s ability to reach people from every walk of life in practically any corner of the globe. If your business is in a competitive industry and plans to stick around awhile, the intelligent utilization of social media for marketing is mandatory. Even if you’re not using social media right now, the chances are good that your competitors are, and they’re reaching thousands of potential clients every day. It also gives your consumers a way to talk to each other. By being connected to your consumers and clients, you'll have a better understanding of what they like and don't like about your business -- give you the opportunity to make informed changes to your products and services faster than ever. Affiliation and referrals result in Inexpensive advertising with expanded reach by integration of SM tools.

Social Listening: By actively “listening” for mentions or discussions, you can avoid missing out on the opportunity to delight customers or collect valuable feedback. A strategy is built around reaching the right people at the best time with the most insightful content. In order to achieve this, you need to sharpen your social listening abilities in addition to your verbal communication skills.

Step 6: Track Your Results

In the end, you want a website that looks great. But you also want one that accomplishes your goals. In order to do that, an analytics tracking system is needed so you can see just who and how people are using your website and what needs to improve to reach the identified goals. A proper strategy ensures effective design and development and avoids costly setbacks. We will do just that for you.

At the conclusion of a well-developed strategic process, not only will you have a great product, but you will also have a comprehensive blueprint document to use as a basis for future expansion.

It’s not uncommon for businesses to redesign their website once in a while for one reason or another. But one pitfall I have noticed is that businesses rarely take into account just how important their new website design is going to be for their digital marketing strategy in its entirety.

When a website is redesigned or recreated it ends up with the purpose of satisfying one element viz. enhancing the SEO potential rather than the digital marketing strategy as a whole. A quality website design can have a huge impact on most areas of your digital marketing strategy, so it is important to consider the various elements given below to bring them all together.

So, as you can see web design and development can have a huge impact on some of the most important elements of your website and digital marketing strategy, remember to consider all aspects of your strategy to be sure that no areas suffer. It all starts with a website – So when you’re at the first stage of designing the site itself, make sure you get it right. You’ll see the benefit of doing so in the future.