When you own a website you essentially have two choices when it comes to web strategy.
Option 1 – You can make your website an ever-evolving key element of your wider marketing strategy; or Option 2 You can leave your website as a remote online outpost – much like a dusty old brochure sitting in a corner of the office.
This latter strategy is a ‘non-strategy’. If you adopt this latter approach you can’t complain when your website fails to boost business.
Being an engaged website owner is hard work
Fewer website owners tend to take the first option because, like any successful business strategy, it requires hard work and perseverance.
Take the lead
As the business owner you must take the lead in making your website work. Unless your organisation is big enough to engage marketers and copy-writers, then you are the person who has to play a lead role in evolving your web presence. This means you really need to understand the key elements of web strategy.
How to become a more engaged website owner
- Bring your website into the centre of your marketing efforts.
- Learn about web strategy – the Internet is awash with information on all aspects of web strategy.
- Talk to your web designer about what can be done to improve website performance.
- Budget time and funds to evolving your web presence