Web site design strategies
Creating a web site for your business is a lot like starting a new business. There are lots of things to consider. Your strategy is just one of those. However, many of the decisions you will have to make can be made easier if you have a solid strategic plan.
How do you develop a web site strategy? You start with the basics and work through the process. The following paragraphs define a simple and easy to follow process for strategic planning. In larger companies strategic planning is generally done by top management. In a small business, however, you should use the people most involved with the business even if they are not management.
- Identify the purpose of your web site (mission statement) - This is the statement that describes why your web site exists exists, i.e., its basic purpose. The statement should describe what customer needs will be met and with what services. Top-level management should develop and agree on the mission statement and the customer needs that will be addressed and services that will be provided. This statement should be revisited annually to insure that the competitive climate has not changed significantly.
- Select the goals your site must reach if it is to accomplish your mission - Goals are general statements about what you need to accomplish to meet your purpose, or mission, and address major issues facing the organization.
- Identify specific approaches or strategies that must be implemented to reach each goal – Strategies are the “methods” to the “madness”. The strategy is how you will reach your goals. Your strategy of choice will be chosen based on internal and external capabilities and competitive advantages or disadvantages.
- Identify specific action plans to implement each strategy – Create a plan for each major organizational unit that moves you toward successful completion of your strategy.
- Monitor and update the plan – Measure your movement toward the successful completion of your goals.
This is the basic format for strategic planning. The details will vary for each individual web site based on their goals and the competitive environment. The important point is that the strategy you choose should be aligned with your site goals. Your strategy should be the one most likely to enable you to meet those site goals.
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