Web Strategy
What does it take to be a web leader?
As we look at the attributes that separate the laggards from the leader, we can get a pretty good picture as to what it takes to build the site, culture and infrastructure required to be a leader:
| X |
No web strategy |
✓ |
Recent, detailed and actionable web strategy |
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| X |
Outdated looking and limited functionality tools/sites |
✓ |
Rich user interfaces and use of media provide engaging and easy to use interfaces |
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| X |
Single purpose. generic sites and portals |
✓ |
Customers, partners and employees have personalized access to content and tools they need |
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| X |
Relevant content is hard to find |
✓ |
Information is easy to find through a powerful search and intuitive navigation |
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| X |
Team or client collaboration is challenging |
✓ |
Content and documents are easily managed by business users |
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| X |
Search does not return relevant results |
✓ |
Employees and customers are empowered to collaborate and contribute, share and express opinions |
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| X |
IT is the bottleneck to getting new content on the web |
✓ |
All web activity is tracked and can be used for: |
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| X |
Customers call teh call center for data and actions |
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- Creating a 360 degree view of the customer
- Optimizing goal conversion |
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| X |
Not all backend systems have web interfaces |
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| X |
Users need multiple accounts and passwords |
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| X |
Marketing does not know what ROI different activities provide |
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Our unique blend of strategic, creative, and technical excellence and experience in designing and deploying large scale, content management driven B2B centric sites and portals will prove.
Strategy Process: The project team will work with your company’s executives to gather detailed requirements. We will interview internal and external stakeholders to formulate the future vision for leveraging the web and providing the best experience for each audience. Our team will assess the technical environment, create content inventories, capture expected user scenarios, and document any additional specific requirements around brand treatment and new site features. We will also analyze available Web behavioral data and user segmentation data, and integrate analysis from the Competitive Analysis. Finally, these activities culminate in the development of a Definition Document.
Activities and Work Product: The following table outlines the typical key activities and work products associated with digital strategy and planning. Work products are considered items that will be used internal to the project with only portions becoming part of the project deliverables.
- Project kickoff meeting
- Project Charter and Communications Plan
- Review Web Strategy / Planning Documentation
- Review Web analytics data
- Conduct Web Strategy and Branding Workshop
- Conduct Business Requirements sessions with several internal / External groups
- Review current technical environment and capture technical requirements
- Define Content Management requirements
- Conduct Competitive Analysis
- Define Audiences and create User Personas
- Create initial Navigation and Sitemap
- Create Content Inventory Templates
- Create Definition Document
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- Definition Document
- Goals and Objective
- Measurable Success Criteria
- Assumptions and Constraints
- Competitive Analysis
- Web Traffic Analysis
- Audiences and User Personas
- Current State: Technology & Content
- Main Navigation and high level Sitemap
- Business Requirements by Site
- Initial Content Inventory
- Creative Direction
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