Thinking strategically about your online presence
A basic understanding of web strategy is essential for all website owners.
Here we provide an overview of the three key elements of a comprehensive web strategy. To help organise things let’s break things down into the main phases of a visitor’s interaction with your site.
The three main elements of web strategy
The three main elements of web strategy can be arranged around these phases:
Incoming – Attracting visitors to your website
- Referrals – Visitors from other websites (unpaid)
- Search – Visitors from search engines like Google, Yahoo and Bing
- Social – Attracting visitors from social networks e.g. Facebook, Twitter, LinkedIn etc.
- Subscription – Visitors who ‘sign up’ to receive updates to email newsletters, RSS feeds or RSS email updates
- Advertising – Visitors via display ads, links, or other paid or free advertising
Onsite – Engaging visitors on your website
- Website performance and usability
- Subscriptions and sign-ups – email newsletter subscriptions, email updates, follow you on FB or Twitter
- Content – Building a site with engaging useful content, crafting your messages
- Conversion – Getting your visitors to take action e.g. buy something, make an enquiry, complete a survey, make a donation etc.
Post-visit – What visitors do after leaving your site
- Lead follow up and keeping in touch
- Post-conversion relationship
- Returning visitors
- Understanding and using web analytics i.e. visitor statistics
- Email newsletters