Website Strategy

the website stratEgy PROCESS

There are a number of different steps we go through in the Strategy stage to help accomplish this including, but not limited to:

• SMART Goals - Reverse engineering your overall business goals to gain an understanding on how the website could help drive them. Once we understand, we can then set SMART goals around what business impact we want to achieve with the website.
  
  
• User Experience (UX) Research - Performing qualitative, quantitative and observational research to gain a deeper understanding of our audience. This could include (but is not limited to):
  • User interviews
  • Surveys
  • On-Page feedback collection and/or chat
  • Existing website audit
  • Existing website user testing
  • Analytics deep dive
  • Conversion funnel analysis
    ...etc.

• Jobs to be Done (JTBD) - “Jobs to be Done” is a simple framework and process to help understand what progress your audience is trying to make and how your products, services, website, etc. play a part in helping them achieve progress.
  
  JTBD is also used to understand the forces that cause audience members to switch to and from your solutions to make progress in their lives.
  
  
• Fundamental Assumptions - When we think of our audience, our business and our website, there are some core elements that contribute to their success. In the Fundamental Assumption step we will be outlining these to help validate them and gain clarity for all other steps in the process.
  

• Personas - A persona is a fictional representation of your ideal customers. You create different personas based on different Jobs to be Done. Having personas is essential for not only your website, but for your entire company to align around to ensure we’re all helping the right people by building the right things.
  
  
• Journey Mapping - A journey map describes the journey your personas take in their life to successfully complete their “Job to be Done”. This journey starts very early on with information gathering and follows all the way through purchase and customer delight.
  
  Journey maps also include all interactions directly with your company, their sentiment at each step, what’s going through their minds, etc. The goal is to identify areas in the journey we can leverage the website to provide remarkable experiences.
  
  

• Complete Website Strategy - Towards the end of the Strategy stage, we can take all of our learnings and develop the overarching strategy for the website. This includes site architecture, key functionality, messaging/positioning, branding, etc.
  
  After you have a user-focused global website strategy, you can then develop strategies for specific tactics such as on-page SEO, mobile, social, referrals, etc. and how to best weave them in as part of the website.  
  
  

THE RESULT

Creating the Initial Wishlist - Once we’ve completed the previous steps and have a good understanding of our audience, we can then create the wishlist. This is a list of all the most impactful ideas we can build to help drive value to our audience and impact business goals.

Our initial wishlist will be used to develop our Launch Pad website and serve as a starting point of ideas for our continuous improvement efforts.