Why do I need a strategy? I just want a website!
Developing a site without an iota of thought of strategy is like buying a lottery ticket. You could get lucky but…as we all know, probably not. Living in hope your site is going to appear in the first few (let alone on the first) pages of Google search results for the keywords your customers are using to find you is not good for your stress levels.
So we prefer to develop a strategy with you right from the start, when we began with a list of benefits and goals in Step One. This doesn’t just apply to completely new sites, but to upgrades as well because existing customers need to be considered.
We discuss how to engage the customer better through building an emotional connection with them. This stems right back to even using the right colours and language and having testimonials that speak to any resistance the customer might have to using your products and services.
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”
― Sun Tzu, The Art of War
What sort of strategies are we talking about?
We’ll discuss things like:
- Your competition. Where are they appearing on the same keyword searches?
- When is the site going to be launched or updated?
- How are existing customers, if required going to be notified?
- Is training required for internal or external people and who is going to do that and when?
- Who is going to monitor the analytics and page rankings and how often?
- How often is the site going to be updated as a result of the analytic findings and who is going to do that?
- How is the site going to be marketed and advertised?
- Who is going to plan and run the social media management, if there is a corresponding Facebook/Instagram/Twitter etc. account
- Who is going to run ads on social media like Facebook and Instagram? These should be tagged so that the performance is analysed by whoever is monitoring the analytics so there needs to be clear lines of communication between them.
We don’t expect to take on all of this work ourselves, but can if you want. It varies from client to client. The choice is always yours.
Together we work out the approach for works for both of us. The result: A site that will meet your goals and we couldn’t ask for more than that, could we?