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Web Strategy
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What is a Web Strategy?
The answer is quite simple:
A Web Strategy is a collection of data that can give a user insight into their website’s
current state and give useful guidance on how to build or improve their online business.
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The problem with most companies that are in development of a new website is that
they get so focused, on the products/services, the merchant accounts, the “look
& feel”, that they forget, or set aside the main question “HOW WILL WE DRIVE TRAFFIC
TO OUR SITE?”
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I call this the “If we build it, they will come” - problem
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People are usually so confident in their product/service, that they are often offended
if I sit opposite them in a meeting, and tell them they need to look at a solid
web strategy or they wont see a return on there investment in the development of the website
and the products or services that it might include.
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Most companies believe that they will just send out a newsletter to their existing
user base(clients), run some Google ads for a couple of weeks, and then vu la, it
is a hit, and they will be making millions!! Unfortunatly this is not the case.
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With the internet what it is today, everyone, and everything is online, you need
to be able to differentiate yourself from the rest. You need to create a myriad
of path ways that lead to your website, you cannot just rely on one method to get
the visitors you need. The more paths that lead to your website, the more traffic you will recieve.
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You need to look at Search Engine Optimization, Search Engine Marketing, creating
Press Releases, running effective email campaigns, text campaigns, using the social
sphere. Then if you get the traffic, the focus shifts to Usability and Conversion
Optimization and identifying your Key Performance Indicators.
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Through the use of a good analytics package, such as Google Analytics, Smarterstats,
Webalizer or Comcast, you will be able to amongst other things, see where your visitors
come from and where they go while on your website, all this info are very useful.
It will help you maximize your optimization effort. Also remember that it is not
just the type of visitor that your site attracts, but also the frame of mind that
they are in when visiting your site.
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I work with my clients to find the best and most cost effective means to drive traffic
to their websites, and then make sure that they employ the basic of usability engineering,
so to maximize the amount of visitors into business, and make sure the visitors
weren’t driven to the website in vain.
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