The document discusses developing a smart strategy for a website. It recommends asking 5 questions: 1) What do you want to accomplish? 2) How will you reach your goals? 3) Who is your target audience? 4) What will you communicate to them? 5) What will motivate them to visit the site? Answering these questions involves determining the website purpose, desired results, audience profile, key messages, and incentives. Developing a site map and considering user experience are also important to creating an effective website strategy.

1. Why do so many Websites
often fail?

2. No clear Strategy.
• Without a smart strategy, how will you know how
and if a website can support your business?

3. No clear Strategy.
• Without a smart strategy, how will you know how
and if your website is supporting your business?

4. What’s the purpose of your
website?
• Finding your true purpose starts with
developing a smart strategy.

5. How to develop a smart
website strategy?
Start by asking a few smart questions.

6. 5 Good Questions
•What’s the purpose of this web site?
•How do I reach my objectives?
•Who is my audience?
•What do I say?
•How do I make them listen?

7. 1. Question:
• What do we want accomplish with this website?

8. Don’t be fooled
• As simple as this question might seem, finding the
right answers entails the willingness to dig deep
and keep digging until you are sure you got the
right answers.

9. What’s your purpose?
• Do you want to increase sales?
• Do you want to distribute information?
• Do you want this to be a tactical
marketing tool?
• Do you want to reduce marketing costs in
other areas?
• Be specific (Want to generate 40 sales
leads per day, plan to increase traffic by
25% per month)

10. 2. Question
• How do I reach my goals?

11. How do I reach my goals?
2. What kind of website will achieve my goals best?
• An entertainment center?
• An information site?
• An online store?
• A recruiting centre?
• A virtual trade show?

12. How do I reach my goals?
• What kind of website will achieve my goals best?
• An entertainment center?
• An information site?
• An online store?
• A recruiting centre?
• A virtual trade show?
• Sit down with your team and develop a “script”
that describes the kind of site you envision.

13. 3. Question
• Who do I want to talk to?

14. Who do I want to talk to?
• Which target group(s) are you aiming to reach?

15. Who do I want to talk to?
• Which target group(s) are you aiming to reach?
• Businesses (B2B)
• Consumers (B2C)
• What’s their demographic profile?
• What are their trigger points?
• What do you offer that interests them most?
• What drives and motivates your target group?
• What’s your point of difference?
• Try to reach everybody and you end up talking to nobody.
The more specific you are the more likely you end up talking to people
who are really interested in you company.

16. What do you tell them?
• What’s your key selling point (USP) and how do
you address it best on the website?

17. What do you tell them?
• What’s your key selling point (USP) and how do
you address it best on the website?
• What kind of copy will catch attention?
• What kind of images emphasize our purpose?
• What kind of action are we aiming to trigger?
• What kind of impressions do we want to create?

18. What do you tell them?
• What’s your key selling point (USP) and how do
you address it best on the website?
• What kind of copy will catch attention?
• What kind of images emphasize our purpose?
• What kind of action are we aiming to trigger?
• What kind of impressions do we want to create?
A site map will help you draft a content matrix listing the
different pages needed to make your point.

19. Your Site Map
• It’s a great tool to keep checking the overall content
during the development process. It’s smart to add a
professional site architect to your team at the
onset. It will save time and money in the long run.

20. What will make them come?
• The million dollar question: What will drive your
target group to visit your site?

21. What will make them come?
• The million dollar question: What will drive your target group
to visit your site?
• Do you offer something your users really want?
• Do you offer content unavailable at other sites?
• Do you offer better content?
• Is your site the most user friendly site in your category?
• Does your site offer additional incentives and added values to
the user?

22. What will make them come?
• The million dollar question: What will drives your target group to
visit your site?
• Do you offer something your users really want?
• Do you offer content unavailable at other sites?
• Do you offer better content?
• Is your site the most user friendly site in your category?
• Does your site offer additional incentives and added values to the
user?
• Make sure your key benefits and added values support your overall
goals.

23. Conclusion
• Without developing a smart strategy, you
won’t be able to define your goals.
• Without defining your goals, you won’t be
able to measure your outcome.
• Without knowing your outcome, you won’t
be able to determine if and how your
website is helping your business.

24. Bee4Brands!
• For further information, please contact Rob
Bee at Bee4Brands.com and learn about
the Brand Genome Process™