What Is Your Web Strategy?
I was doing some research this past week, looking for a little different perspective on web strategy to be more user/customer focused and found this article of why… good for my future reference – but also for you to think about… We need to think and reflect on many of these statements when we are creating content for our web sites – Internet AND Dealer/Customer Extra-nets (especially focused on reason number 10 in part II)
Do you really need a web strategy?
You may ask, ‘Why is planning important?’ An ancient proverb states, “The plans of the diligent one surely make for advantage, but everyone that is hasty surely heads for want.” Good planning ultimately leads to business advantages. Similarly, good website planning ultimately leads to advantages for your website versus competing websites.
But what types of questions are answered as a part of a web strategy?
Let me provide some examples of web strategy questions and see if this helps you to understand what web strategy is about:
- What are the categories of customers who use your website? Thinking of all your customers in one big group is an example of having no website strategy because customers are not all the same. For example, a website selling books might group their customers into categories like as in the chart at the top of this article.
- Does your website address the needs of each category of customer in a satisfactory way? Many website owners think primarily about their own needs, for instance getting a sale, and this is reflected by the website. Just as we hate salesman that are only out for their commission, people hate websites that only sell and otherwise aren’t helpful at sincerely answering questions or concerns the potential buyer might have.
- What are the top 5-10 questions customers ask when they reach your website? How do you answer each of those top questions? Websites that fail to answer the most important customer questions won’t get sales because it is guaranteed you have a competitor on the internet that does answer his questions. Since this is the case, why would he buy from your website?
- On each page of your website, what is the desired action you want the user to take on that page? If you don’t know this, how can you tell your customer what to do? If you can’t tell your customer what to do, how will he know what to do next? If he doesn’t know what to do next, he will just leave your website.
- What is considered a successful visit on your website? What are you doing to ensure that each visit to your website is successful? Are you trying to get a phone call, a newsletter subscription, a purchase? The answer to this question should greatly affect your entire website’s layout and design.