A web strategy consists of the activities you undertake to achieve your website goals as well as overcoming the barriers to achieving your goals.
Your role as website owner is to select and implement the most effective activities and monitor progress toward these goals.
A military analogy
In a military context, a commander has an objective or goal that must be achieved. For instance, to take control of an area. The commander learns as much as possible about the enemy and the terrain and then devises strategies to achieve the goal.
Strategies might include taking high ground, cutting off supply routes and air campaigns. To implement these strategies a range of different tactics are used – raiding, fortifying captured areas, psychological tactics, bombing specific targets. The tactics may change frequently to suit the conditions. This is all very exciting so I’d better get back to the web.
As much as I don’t want to compare your online activities to a war, the comparison is useful. As the commander of your web enterprise you get the chance to direct your own campaign using web strategies and day-to-day tactics.
Web strategy supports website goals
Remember your website goals? A business website’s primary goal is sales or another high-quality enquiry or commitment. Subsidiary goals involve getting the right people to your site and keeping them there long enough to convince them to buy or enquire.
Keep your goals front of mind as you begin to formulate strategies. You don’t just pluck strategies out of thin air, you choose from tried and tested, and sometimes novel strategies that achieve the goals set for your web properties.
Examples of web strategies
The table below lists some examples of web strategies aligned with website goals. Many strategies can apply to multiple goals.
Measuring achievement of your goals
An important part of your job as website owner is to seek out information that lets you know whether goals are being met. The beauty of the web and its bits and bytes is that success is all wonderfully measurable. If your goals have been properly crafted then measuring them should be fairly straightforward.
Learn the basics of web analytics
In order to measure your website’s performance you need to learn some basics of web analytics, i.e. the analysis of web traffic data. Usually your web professional will set this up for you and can provide reports. Better still, you can learn how to check basic traffic stats. I’ll be covering this topic in an upcoming post.
The strategies have to be:
- Effective, that is they must support achievement of your goals. Research, testing and target audience analysis will help you arrive at the best strategies. You can engage web professionals to assist with different aspects of your strategy.
- Able to deliver the best result for the least expenditure.
- Within your ability to implement or support, i.e. you have the time, discipline, knowledge and skills to carry them out.