4 Powerful Reasons Why Your Web Strategy Needs An Update
You know that changing, updating and modernizing your marketing is essential, right? Well, that same thinking applies to your web strategy, too. Admit it. Your web strategy has been the same since you first launched your site. Well, if you want to keep up with your competitors, it’s time to rethink your web strategy and shift to a performance-based process.
Understanding how you want your website to perform and why it hasn’t reached your goals yet will help you to reevaluate your strategy and start making smart changes.
You’re Still Relying on Best Practices
A traditional website starts with a set of best practices. That’s OK when you don’t have sufficient data to make strategic decisions, but too often, that’s where traditional websites start and end. Companies end up building their site around the latest trends and calling it a day. Then marketers wonder why their site isn’t reaching its goals. And therein lies the problem. If you build websites without data and let them run without revisiting them, you’re missing huge opportunities.
Instead of building a website in one go, create a set of goals and a strategy around a smaller, initial site and develop iterative releases based on data you collect. Sure, you can use best practices and a set of assumptions to start, but once your site is launched it’s time to start collecting information and reviewing against your list of assumptions. This process does a few things — it gets your new site to launch much faster because you’re focusing on a smaller release and it helps you reach your goals because you’re making calculated decisions based on findings from user interactions.
If you want to learn more about the Growth-Driven Design [GDD] process, read our previous blog Growth Driven Design: A Results-Focused Way to Create a Website.
“Don’t settle for an underperforming #website. Implement a performance-based strategy like #GDD” TWEET THIS
SEO Is An Afterthought
Take a look at the way you use SEO. If it’s an afterthought — simply using a few keywords in meta tags as well as titles and subheaders — that’s also a sign that you need to change the web strategy. Search engine optimization is so much more than keywords. It’s a host of technical aspects that requires a well-thought out plan. At the surface, it should include such things as:
- Keyword usage
- Meta tags
- Alt tags
- Site speed
- Site coding
- Image size
- URL configuration
- Page organization
- XML Sitemap
The list goes on and on in terms of SEO and it’s always changing. Traditional websites can be hard to change and therefore — as Google and other search engine algorithms change — you might not be able to easily integrate those important updates into your website.
As your business evolves, so will your buyer personas. That means new primary and longtail keywords to consider, new assumptions and new areas to build and test.
The Needs of Your Users Aren’t Considered
Your website might be too design-focused. Your team sat down with a designer and decided what you wanted for your website. Maybe there was some thought given to user experience (UX), but the site didn’t consider your buyer personas’ challenges. If this is the case, it’s time to update the strategy you have in place and consider the needs of your users and how they’ll interact with your site. Who your demographic is and what they’ll use your website for needs to be considered if you want to have any kind of success. If users find your website to be ineffective or difficult to use, they’ll bounce.
This is something you will test against. Are my assumptions about how users will interact with my site correct? Are they engaging with the content on my site? Are we truly addressing their pain points? If the answers are no, it’s time to make some tweaks.
It’s Not Flexible
Another problem you might be running into with your website is that it’s not adaptable. Rather than creating a site with the idea of tackling a redesign in 3 years, create one that has agility. Release continual improvements to take steps towards your goals and make sure it allows for flexibility as you add a new service or start marketing to a new set of personas. Building an agile site that has flexibility allows you to adapt your site to both changing needs and to the data you’re collecting along the way.
Your web strategy is everything. When creating your website you need to establish strategic goals before diving in. Everything should have a purpose, but not be set in stone so that changes can be made to keep up with user demands, industry trends and your overall marketing plan. Without an agile process, the chances of falling behind your competitors is a big one. Don’t take that chance!
Originally published on THINK blog