Web strategy and web analysis
Web strategy includes the goals, strategy, and target audiences for your entire company’s digital presence. As with any strategy, your web presence needs to be specifically designed for who you are, who you want to reach, and in what way and through what medium you want to reach them. As a company, establishing a clear plan for how exactly you should manage your web strategy is crucial for you to achieve your goals without wasting either time or resources.
A web strategy can be defined through seven different factors
1. Aim and purpose
- What do we want to do?
- Who do we want to reach?
- How will we reach them?
- Why should we do it?
2. Target audience analysis
- What is the target audience?
- What is their behavioral pattern like?
3. Brand awareness
- What does brand awareness look like today?
- How should we behave to achieve the desired brand awareness?
- Where do we want to lead our visitors to?
- How do we get our visitors to take action?
5. Structure and content
- What information do we want to present?
- What is the most important information?
6. Design and technical functionality
- What should the design and function look like in order to convey our strategy?
- How do we convey the brand with a good tone and form?
7. Continuous communication
- What have we done?
- What have the results been?
- How can we do better?
Objectives of the web strategy
What your company has as a goal for your digital presence, may be completely different from an industry competitor’s goal, as well as the way going about achieving those goals. Is your web presence meant to spread information to your existing customers, reach new market segments, or a way for the company’s staff to interact? Based on these criteria, the web presence needs and should be designed based on the necessary premises. Depending on which target audience you have, you must be careful with the choice of medium and tonality in your communication. If you run an E-commerce, it is essential to use a website or app, depending on what your customers’ buying patterns are, to simplify your sales. The communication around your website should also have a focus on pushing sales. If you have a small company that mostly just wants to provide an opportunity for customers to contact you, as well as spread information to customers in a simple way, newsletters or social media such as Facebook, can be suitable and simple solutions to consider.
Audience analysis for a web strategy
In the digital age, some have the notion that just because people use the internet and social media, you have to exist on and use these media to survive, but that does not necessarily have to be the case. Targeting your target audience in marketing is a must, but unless your target audience actively uses Facebook to reach or interact with similar companies like yours, there is really no reason for you to have a presence on Facebook. Making priorities about where and how you should appear reduces both the time and budget you need to spend on marketing.
Brand awareness – what shapes your brand?
To analyse what your brand awareness looks like today, we may need to clarify what a brand is and what it includes.
Are you now asking yourself what kind of brand your company has? Sit down with pen and paper and write down what you promise your customers, what you offer both service-wise and emotionally to your customers, and in what way you do it. These factors are parts of your brand, but a brand is vast and wide. It involves all your elements such as logos and domains, how your staff interacts with your customers, what your process looks like, what the company’s history is, how high quality your product/service has, and what values you have within the company.
Now that we’ve reminded ourselves of what a brand is, it’s time to examine what your company’s brand awareness looks like today. Brand awareness is based on customers’ perceptions and what they associate with the company. How highly valued the company is, are you top of mind in your product category? Do people remember your name and logo? Once we have an idea of the extent of the awareness, we should analyze whether the perception of your brand is positive as well as in which way you would want to be perceived as a company.
Conversion is about getting the traffic your web presence generates to be turned into actions, such as leads or sales. To increase the conversion, you usually look at the website design, do web analysis, and develop better user-friendliness. Analyses of the website are done consistently, with continuous adjustments and tests to see the result of the implemented changes. Content, colors, and copy are essential parameters that affect the visitor’s experience of the web presence.
What a visitor needs in order to take action differs depending on the target audience. This is where the importance of the analysis of the target audience is emphasized, as a well-conducted preparatory work leads to better results.
Structure and content
What kind of information would you like to convey? A guess is that you as a company, would like to share all the information that you have, but as we know to be true, customers will lose interest and focus if we say too much. Because of this, we have to package the information and the content that we want to convey, and then prioritize after what is most relevant. What is it in other words, that you really want to convey?
There are various tricks to package the information to make it noticeable and visible. With copy, we can work with typographic rules, such as hierarchy, weight, underlining, placement and colour. For example, you most likely read the title of this paragraph first, intending to gain knowledge of what the section would be about. You have done this not only because we are taught that headings are information channels, but also because of its placement at the top of the paragraph and its increased weight and size compared to the rest of the text. In the same way, you can work with the information on your website. The human eye is drawn to colours and images, preferably portraying faces, which can be a practical way to draw attention to some part of your information. Using images with good quality, buttons with intense colours and a clear division of content will give the website a boost and a more significant impact of the information.
Design and technical functionality
All information gathered, and all of the established steps we have come to so far must now be captured and implemented into the design and technology. It is of utmost importance to make all the aspects of the website work smoothly. The tools to achieve your web strategy should now be put into action. This is where a competent web developer is a necessity so that the ambitions you have are not lost.
Unfortunately, creating the site does not mean that the work is done. A good web presence requires maintenance, updates, and continued work in order for it to continue to be something you want to represent your company.
What can we help with?
With the help of an analysis of your company’s goals and vision for your digital presence, target audience, and functional needs, we can help you establish a web strategy that will help you increase your conversion rate. With a vast amount of experience behind us, we can help you establish a strategy that best suits you, your goals, and your company structure.