Your Website Strategy
What strategy do you need for your website to succeed? Digital Strategy? Interactive Strategy? Creative Strategy? Design Strategy? The answer: You need them all. How does Oshyn help clients develop strategically-driven websites?
We listen. We collaborate. We examine. Then we deliver a plan to help you optimize and meet your business goals. In the past, companies built their websites from the bottom-up. It worked then. Today to achieve a web presence that delivers results, you need a Web Strategy.
We don’t design websites. We create intuitive online experiences by transforming your ideas into reality and reality into results.
Who should your website target? What are they buying? What are the buyer personas at various points in the buying cycle? Understanding your audience is a key to understanding how various elements of your site should be developed including creating a mobile version of your website.
Understanding the nature of your website visitors’ goals vs. your business goals will help define a strategy that delivers expected content with as little friction as possible. You’ve probably made purchases online and at times had contrasting experiences in meeting your goals. Imagine you arrive on a website prepared to make a purchase, find the item you wish to buy, add it to your cart and are then confronted with multiple pages of offers and suggestions before you can reach the shopping basket checkout. A process like this creates friction and can be prohibitive to the user’s goals. By contrast “one click” checkout presents no friction and creates a better user experience and increases the chances of repeat business. Understanding user goals is important to any website whether it’s focused on ecommerce, informational, B2B, social media, etc.
Business Objectives and Requirements
We need to clearly define what hurdles you are trying to overcome and what goals you are trying to achieve. This may seem straightforward to some, but in reality specific objectives vary by company. Perhaps you are planning to add ecommerce to your website. Maybe your website performs well at capturing traffic but you want to increase conversions or pageviews. Maybe you want to implement a new content strategy and need tools to improve the efficiency of content creation. Maybe you’ve been building a social media presence and want to socialize your website. Perhaps you need to integrate systems (CRM, databases) to automate processes throughout your organization. Oshyn helps companies identify objectives and build a road map to achieving them. Perhaps you’ve already scoped out detailed objectives. If not, Oshyn has years of experience working with stakeholders throughout organizations to identify opportunities for automation, improved usability, content personalization, improved technology performance, etc. We can uncover opportunities to improve the business impact of your website from accounting to marketing to product management to website visitor experience and so forth. Oshyn’s “end game” is to transform your online presence into a business powerhouse.
Success Criteria - ROI Definition
How will your company define success? How will you measure ROI? Certainly increases and traffic and pageviews are great, but they do not definitively guarantee success. Of course you may have current analytics that you would like to improve such as pageviews per visitor or the average time spent on your website. In today’s online world, measuring the success of a website can involve many variables: sharing your web pages and blog posts via social media, downloading information, making purchases, contacting you for information, being able to find answers relieving your call center, subscribing to newsletters or RSS feeds, etc. Understanding how you define success and ROI will help us design a user experience to achieve these goals.
What are the factors impacting your business online? Who is your competition? How will succeed your competition? How is your business environment changing and how can your website meet changing expectations? Oshyn works with clients to understand their business environment to develop strategies to succeed the competition. What may seem like trivial details can have a huge impact in how your website visitors interact on your website. For example, we as consumers have certain expectations when we walk into supermarkets, cinemas, clothing stores, computer stores, restaurants, etc. Before we enter any establishment we have a preconceived expectation of what to expect or where to find things. We expect the same from websites. We work with clients to understand what their website visitors expect in their business environment from how to develop their website navigation to what will cause friction when completing an online form.
What will your visitors see when they land on your website? How will what they see impact how they perceive your brand? Your creative strategy is not limited to a compelling visual design. An effective creative strategy is designed around understanding your visitor’s perceptions and expectations. Great creative strategy encompasses semiotics – essentially an analysis of the subconscious perception of messages the design and images delivers. Your message and brand must be conveyed on every page to persuade the visitor to continue browsing through your website – as those arriving through search engines and referred sources such as social media platforms – will land on pages throughout your website. It’s true that the homepage is now your company’s front door step, but it’s also true that your visitors can let themselves in through the backdoor, side doors and windows.
Having a content strategy is essential to online marketing success. Today people are arriving on websites seeking out information – if they can’t quickly find the information they are seeking they will move on and look elsewhere. If they do find the content they want, they are likely to engage in the content by methods like sharing, commenting and rating. Defining a content strategy will help you identify content that is relevant to your target audience which will often include identifying different personas and needs to create highly targeted content. Once you’ve identified the content you’ll need to identify who will be responsible for creating the content and a process for content approval and publishing. In this process no matter what type of media you are publishing you’ll need to create guidelines and a process for including metadata, content tagging and creating Alt-Text. You’ll likely want to create an editorial calendar and prioritize the creation of content.
A content inventory is just that – an inventory of all the content currently available on your website. As companies began to create websites and create content they often did so in an ad hoc fashion creating content as they saw needs arise or new ideas were sparked. Especially for companies that have not been using a Content Management System (CMS) content resides in static HTML files. Conducting a content inventory will help you organize content, create content to fill in gaps in the information you are providing, enable you to design a more effective website navigation and create a map for storing content in databases as well as helping define the types of page templates you will need in your CMS.