Web strategy is the process of clarifying business objectives so that a company can succeed online.
Many businesses at some point come to the conclusion that what they are doing online is not really growing their business.
At this point, most companies move right to a ‘redesign’ or a ‘new’ website.
However, the problem is that a new coat of paint may make you look better, but if it’s not tied to the long-term goals and the big vision, then it’s not going to create business outcomes you want.
Here we have skipped web strategy altogether, along with content strategy, web analytics, and the development of clear objectives.
Oftentimes you see a business or organization take another route. Understanding business objectives, a company will dive into a new online project, focusing the entire web presence and online strategy on these business objectives, hoping this will bring them success online. In the wake they leave behind the users and may rush to decisions base on web technologies.
In any case, there is nothing wrong with the situation analysis.
For many businesses, it is apparent that their current web site is not supporting them or performing as its should. Yet many companies adopt a one-sided approach and do not start with a broad enough vision.
Web strategy is defining what real business impact you are looking to achieve, and then working out the details to devise specific measurable goals, finally implementing the plan, often in the form of a website — many times with a broader scope of online reach.
Web strategy should part of your business strategy, which works to make your company an online success and helps you meet real world business results.