Website Strategy
Build an organization, not a website
Any organization with an online presence has underlying strategic goals for its website. The secret to online success is to clearly identify these goals and then build a site designed to deliver the expected results.
Every house is built twice
You wouldn’t build a house without an architect and a blueprint, and you shouldn’t build a website without the equivalent. If you want your online ‘house’ to crumble, the surest way to ensure failure and waste time and money is to avoid proper planning and jump blindly into implementation.
We help you succeed online by following proven strategy and planning methods.
Things to avoid
- Weak or inconsistent branding
- Low internationalization
- Poor user experience
- Poor navigation
- Slow performance
- Limited site search
- Inability to make fast changes
- Poor search engine optimization
Achieve real economic benefits for your organization
What will you gain through proper strategy and planning? A successful online presence that delivers real economic value, including:
- Attracting New Visitors: By planning and implementing a search-engine friendly architecture from the start, your site gains relevant and targeted traffic
- Promoting Your Brand and Enhancing Your Brand Image: We ensure you display a consistent identity online with a professional style guide. Moreover, online marketing offerings promote your brand to the right audience, resulting in enhanced brand recognition and promotion
- Increasing Member Loyalty and Engagement: An enhanced, usable, and pleasing site experience generates greater satisfaction, while the right online features and tools significantly increase your community's engagement
- Providing Superior Customer Service and Communications: Help your community communicate, engage and ultimately identify themselves with your organization through website tools, user communities, online support, and by providing them with comprehensive and timely organizatinal information
- Reducing Operating Costs and Increasing Efficiency: Reduce your community support, communications and engagement costs by leveraging the website for communications and process automation.
- Preparing for Future Needs: With proper planning and a scalable architecture, your website can accommodate additional requirements, features and functionality in the future
Measure your success
How will you know if your website is successful? First, you must establish and understand the appropriate metrics for measuring your site performance. Key success metrics for most sites include:
- Traffic: The number of visitors that are coming to your site
- Stickiness: The amount of time users spend on the site and the number of pages they view
- Conversion: The percent of new visitors who become community members, customers, subscribe to your newsletter, etc.
- Customer Retention: The number of visitors who return to your site and the frequency of their visits
Based on your specific needs, there are nuances to measuring success. If your goal is to attract new customers or community members, then measuring the number of new and unique visitors may be important. If you aim to increase general awareness, then “time spent”, or the number of “page views per unique” or “visits per month per unique” might be the most important metrics. If you rely on online advertising revenue, “page views” and CPM revenue could be the most important measurements. As part of our strategy analysis, we will help you determine which metrics are the most relevant to your organization.
