Fluent Simplicity

When undertaking a web project, it’s important to have a plan. Many consultants or web design firms will create sitemaps, lists of content and image specifications. One document that is often overlooked is a web strategy.

Why is this so important? Two reasons:

1. The dynamic nature of the web itself. Where else can you release new products or services to your customers, turn advertising plans on a dime and track the results with pinpoint accuracy? With this opportunity comes the responsibility of planning and executing decisions that can have an immediate impact on your business.

2. E-commerce, integration with internal systems and immediacy of communication has made the web an integral part of many businesses. As with any other business unit, a strategic document is necessary to guide its growth and to maximize the ROI for each dollar spent.

At its core, a web strategy will involve key stakeholders from the organization and include goals, objectives and responsibilities. You may want to incorporate technology lifecycles and integrate with the organizations existing marketing and advertising plans. What are some elements of a great web strategy?

Use a flexible architecture
While there are many programming languages available to create websites, not all are created equal. Speed, scalability and an established developer base are three factors that need to be taken into consideration. Good database practices are also important to ensure the longevity of a website. A reputable development firm can address these issues. A formal API is something else to look for in a vendor or solution.

Responsiveness
Unlike other media, the web operates in real-time. Customers act through any number of channels, including blogs and communities, in response to a web site or application. Establish policies that require a review of metrics and site analytics. Are customers finding the information they need to buy products or do business with your company? Research, find relevant patterns and make the necessary changes.

Advertise
Simply creating a site and adding keywords is not enough to reach potential customers. Examine pay per click advertising; the value that these methods offer your business cannot be passed up. Google, Yahoo and MSN are all good choices. Direct advertising buys and sponsorships are other options to explore.

Choose a stable hosting provider
Building a website is only the beginning. Make sure you partner with a company that is financially stable and can provide personal support when things go awry. Equally important is a facility that has sufficient network connectivity and power redundancy to maximize your uptime. Look for a guaranteed uptime of “four nines”, or 99.99%.

Integrate existing systems
E-commerce has provided businesses an opportunity to increase efficiency and create a positive user experience. Shipping and tracking systems are common examples. Integration of existing systems isn’t  limited to retailers; anyone with internal information, such as list of alumni or publications, could also add value to a website.

Seek an appropriate use of technology
Create a framework for any and all technology used on a site and ask “what value does it bring users”. Resist the urge to add a blog to your site because everyone else has one; add it to introduce new ideas and products to your customers.

Ensure the site is built with search engines in mind
This includes both “external” search engines, such as Google, as well as search functionality on your site. Finding relevant information fast is important to a successful user experience. Search engine optimization (SEO) is a must.

Reexamine convergence
Traditionally, the web was only available through computer browsers… now you can surf the web over PDAs and cell phones. RSS feeds are another avenue for connecting with your customers. Also, keep an eye on emerging platforms like telematics (i.e. Internet from your car) and direct-to-desktop-applications.

Localize
Tap into other markets by establishing domain strategies, leverage a flexible application architecture and rely on foreign language experts for content management.

Revisit the document often
Everything you know today about the web could change tomorrow. Plan on revisiting your strategy at regular intervals.