Guide – How to write an effective web strategy
web strategy definition
A good website should reflect a company’s business concept. The company’s web strategy demonstrates how you think online and what you want to accomplish with your web, mobile customizations and branding. The web strategy includes business objectives for the digital initiative and how to achieve the goals. In addition to the website itself, tactical marketing is described for various digital channels and various digital advertising initiatives and how you can improve your company’s ROI. A comprehensive web strategy includes web analytics, web production, SEO, Adwords and social media.
How does your site function?
What does the situation function today and what is the vision? But what if your competitors have a much more efficient digitization or visibility on the web than your own organisation? This means that they gain a competitive advantage that can be difficult to manage in the long run.
Do you know where you are and where you are going? Start by inventorying your resources and the online sites you manage. What are the strong sites with your website? What are the weak parts? Which USP (Unique selling propositions) are available and can be seen the best sales pitches clearly on the website. Is there credibility behind the website (domain trust)? Do buttons, forms, and call-to-actions work to get new leads and customers?
What is your target audience?
How do you analyze the site and you have a team or feature that makes the analyses. In Google Analytics, you can get basic information about your target audience like age, gender, returning visitors. If you talk to your salespeople, you can expand the target group and some web agencies work with personas where they define different types of human beings that are addressed in order to find out how the target audience looks demographic and different mental factors.
Some people use personas and name fictitious names with age, profession to be able to flesh out how the website works and to understand how the target audience looks and what motivates them.
The web is central along the entire customer journey
The website is central to all parts of the customer’s Köpresa – from building awareness around the brand to getting the customer more convinced that you need a particular service or product. For brand recognition, it is important to capture new leads early when they investigate the market for different types of solutions.
When it comes to the buying phase, it’s about how well we are on conversion. We do not just want to have the traffic to the site, but we also want them to convert and become leads.
What are the users looking for?
For a contractor and marketer, the traffic to the website can mean the difference between success and failure. A large part of the traffic comes from Google-sought – SEO. SEO comes from English search engine optimization and is sometimes translated into search engine optimization. It’s about working with the organic results of search engines so that the content on our website is deemed interesting and relevant to Google so that our content comes high up on keywords that are relevant to us. In the retail sector, the situation is one of the most important factors and the same is the network where the volume of the customer and potential customers visiting a particular website is of great importance.
The demands of the search engines for quality are increasing all the time and require the work of the website. There are many aspects of a visitor’s experiences on the side that need to be taken into account.
What are the keywords that potential customers use when searching online is a often forgotten part when a traditional website is launched. It is possible to produce detailed statistics on search volumes and search behavior analysis to ensure that a website is built in such a way that it can easily access the content. But at the same time you have to optimize the content to win placements across competitors.
Identify your digital competitors
How do the digital competitors look in your business area and are the same competitors you’ve met in the real world. Which competitors have the highest profitability (check out allabolag.se or download company reports from hitta.se). Bring out all their external links to find partnerships and customer segments. See how their Adwords ads look and where they get their traffic from (Semrush.com).
Learn more about competitive analysis.
Make sure to have quantifiable targets
In the web strategy, there are clear objectives and measurements so that the plan can be realized. What do I want, measurable goals what do I want to achieve and clear definitions of how competition looks in the niche. A more economical web strategy can have measurable values for conversion costs and how they can cost and ROI on different channels.