_Web Site Strategy

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_Web Site Strategy

  1. 1. __________________________ Web Site Strategy (your company name) ABOUT THIS DOCUMENT This document is a companion to the book Web Design for ROI: Turning Browsers into Buyers and Prospects into Leads by Lance Loveday and Sandra Niehaus. It is designed to guide you through the creation of a Web Site Strategy, helping you create a clear vision of your web site’s business objectives. INTRODUCTION Why have a web site strategy document? A web site strategy spells out the game plan for your site much the same way that a business plan sets forth key information about an organization’s products, services, and strategic direction. But while a business plan focuses on the big idea behind a company and its market positioning, a web site strategy spells out how the site contributes to the larger business goals, and included elements unique to the online space. Ideally, a business plan and a site strategy dovetail perfectly so it’s clear how the site supports the broader goals of the business plan. A basic web site strategy document generally includes the major components below. However, there are many potentially successful variations on this template. Include any additional factors that are appropriate to your unique situation and organization.  Web Site Objectives  Audiences  Competitive Assessment  Traffic sources  Strategies  Metrics Confidential - for ExampleCo only 11/14/2007 Page 1 of 28
  2. 2. WEB SITE OBJECTIVES List the primary organizational objectives for your web site. Objectives are simply goals; they explain what you are trying to accomplish with your site. Make your objectives specific and measurable, so it’s easy to tell when you achieve them. 1 2 3 4 5 6 7 8 9 10 (You may, of course, have more or less than 10 objectives. Continue if needed on a separate sheet of paper.) Confidential - for ExampleCo only 11/14/2007 Page 2 of 28
  3. 3. TARGET AUDIENCES List all potential audiences you want your site to reach. Your primary audience(s) are the one or two groups who are most important to your business and/or from whom you expect to receive the greatest return on investment. Your secondary audiences are everyone else who is expected to visit your site. Be as thorough as possible with your list, so you get a clear idea of how many different types of people visit your site and how important they are to your business goals. Primary Audience(s) 1 2 Secondary Audiences 1 2 3 4 5 6 7 8 9 (You may, of course, have more or less than 9 secondary audiences. Continue if needed on a separate sheet of paper.) Confidential - for ExampleCo only 11/14/2007 Page 3 of 28
  4. 4. PRIMARY AUDIENCE(S) PROFILE Include the characteristics of your site’s primary audience(s) here. List everything you know about them: demographics, key decision drivers, what’s appealing to them about your product or service, and anything else the offers insight into what makes them tick. If your organization has conducted customer profiling or segmentation studies, insert the results of that research here. 1 (audience name) (audience description) 2 (audience name) (audience description) Confidential - for ExampleCo only 11/14/2007 Page 4 of 28
  5. 5. SECONDARY AUDIENCE(S) PROFILES Include the characteristics of your site’s secondary audience(s) here, as you did for your site’s primary audience(s). 1 (secondary audience name) (secondary audience description) 2 (secondary audience name) (secondary audience description) 3 (secondary audience name) (secondary audience description) Confidential - for ExampleCo only 11/14/2007 Page 5 of 28
  6. 6. 4 (secondary audience name) (secondary audience description) 5 (secondary audience name) (secondary audience description) 6 (secondary audience name) (secondary audience description) Confidential - for ExampleCo only 11/14/2007 Page 6 of 28
  7. 7. 7 (secondary audience name) (secondary audience description) 8 (secondary audience name) (secondary audience description) 9 (secondary audience name) (secondary audience description) Confidential - for ExampleCo only 11/14/2007 Page 7 of 28
  8. 8. AUDIENCE QUESTIONS Brainstorm a list of questions each audience member may have when visiting your site. Phrasing audience concerns in the form of a question helps you see the site from the audience’s perspective. The questions can also serve as a helpful checklist later during the design review process, to ensure all potential audience concerns have been addressed, or at least discussed. The majority of questions will be shared by all target audiences, but each audience should be specifically considered and addressed. For ALL Primary Audiences GENERAL QUESTIONS GENERAL QUESTIONS ABOUT YOUR PRODUCTS / SERVICES (continue on another sheet of paper if needed) Confidential - for ExampleCo only 11/14/2007 Page 8 of 28
  9. 9. MORE SPECIFIC QUESTIONS ABOUT YOUR MAJOR OFFERING (PRODUCT / SERVICE) QUESTIONS ABOUT CUSTOMER SERVICE Confidential - for ExampleCo only 11/14/2007 Page 9 of 28
  10. 10. QUESTIONS ABOUT EXAMPLECO’S CREDIBILITY QUESTIONS ABOUT NEXT STEPS – WHAT TO DO NEXT Confidential - for ExampleCo only 11/14/2007 Page 10 of 28
  11. 11. QUESTIONS ABOUT: (customize to fit the site) QUESTIONS ABOUT: (customize to fit the site) Confidential - for ExampleCo only 11/14/2007 Page 11 of 28
  12. 12. Primary Audience 1: Specific Questions / Concerns Primary Audience 2: Specific Questions / Concerns Confidential - for ExampleCo only 11/14/2007 Page 12 of 28
  13. 13. Secondary Audience #1 Questions: Secondary Audience #2 Questions: Secondary Audience #3 Questions: Confidential - for ExampleCo only 11/14/2007 Page 13 of 28
  14. 14. Secondary Audience #4 Questions: Secondary Audience #5 Questions: Secondary Audience #6 Questions: Confidential - for ExampleCo only 11/14/2007 Page 14 of 28
  15. 15. Secondary Audience #7 Questions: Secondary Audience #8 Questions: Secondary Audience #9 Questions: Confidential - for ExampleCo only 11/14/2007 Page 15 of 28
  16. 16. COMPETITIVE ASSESSMENT List three to five of your major competitors here and compare their web sites to yours. Pay special attention to their calls to action, as this can help you reverse-engineer their web site strategies. Be sure to include a good cross-section of your competition, looking closely at companies with better web sites, regardless of the company’s size. If possible, take screenshots of competitors’ home pages and several secondary pages, and compare side by side with screen shots of your site pages. This provides a clear look into how other companies have dealt with similar design decisions. Competitor #1: Name URL Calls to action: Home page screenshot: Secondary page screenshots: Confidential - for ExampleCo only 11/14/2007 Page 16 of 28
  17. 17. Competitor #2: Name URL Calls to action: Home page screenshot: Secondary page screenshots: Confidential - for ExampleCo only 11/14/2007 Page 17 of 28
  18. 18. Competitor #3: Name URL Calls to action: Home page screenshot: Secondary page screenshots: Confidential - for ExampleCo only 11/14/2007 Page 18 of 28
  19. 19. Competitor #4: Name URL Calls to action: Home page screenshot: Secondary page screenshots: Confidential - for ExampleCo only 11/14/2007 Page 19 of 28
  20. 20. Competitor #5: Name URL Calls to action: Home page screenshot: Secondary page screenshots: Confidential - for ExampleCo only 11/14/2007 Page 20 of 28
  21. 21. TRAFFIC SOURCES CURRENT Traffic Source CURRENT Percentage of Total Traffic Direct navigation (typed or bookmarked URL) Partner Sites Email Campaign News Sites Organic Search Other (identify) Unknown TARGET / PLANNED Traffic Source TARGET Percentage of Total Traffic Direct navigation (typed or bookmarked URL) Partner Sites Email Campaign News Sites Organic Search Other (identify) Unknown Confidential - for ExampleCo only 11/14/2007 Page 21 of 28
  22. 22. STRATEGIES Repeat your objectives here, and list the specific strategies that will be employed to achieve each objective. Do this last, because to develop optimally effective strategies the other elements of this strategy document must be kept firmly in mind. You may, of course, have more or less strategies for each objective than space allows for here; include as many as is appropriate for each strategy. Objective #1 Strategies Objective #2 Strategies Confidential - for ExampleCo only 11/14/2007 Page 22 of 28
  23. 23. Objective #3 Strategies Objective #4 Strategies Confidential - for ExampleCo only 11/14/2007 Page 23 of 28
  24. 24. Objective #5 Strategies Objective #6 Strategies Confidential - for ExampleCo only 11/14/2007 Page 24 of 28
  25. 25. Objective #7 Strategies Objective #8 Strategies Confidential - for ExampleCo only 11/14/2007 Page 25 of 28
  26. 26. Objective #9 Strategies Objective #10 Strategies Confidential - for ExampleCo only 11/14/2007 Page 26 of 28
  27. 27. METRICS Detail which metrics you will use to measure the success of your objectives and strategies. The selection of these metrics is often unique to each organization, but it is critical to choose the metrics that are most meaningful and valuable to your company. For more information on selecting metrics please see page 38-42 of our book,” Web Design for RO”I, and also the books “Web Analytics Demystified” and “Big Book of Key Performance Indicators” by Eric Peterson. Confidential - for ExampleCo only 11/14/2007 Page 27 of 28
  28. 28. Here are metrics examples for a few different types of sites. These are examples only. Your selections should be specific to your organization. Confidential - for ExampleCo only 11/14/2007 Page 28 of 28

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