The Why and What of Web Strategy

When someone asks me what our company does, inevitably I’m torn between giving the short direct answer (”we’re a web strategy company”) and the one which I know is going to get a less blank look from the person on the receiving end.   The latter is a longer but more penetrating explanation of what we do (so if we’re talking elevator pitch I’ll need atleast 10 floors with 2 stops along the way).     Its usually something like: “We help our clients use their online presence to overcome critical business challenges like: competitive pressure, market visibility, new product breakeven delays, high sales costs”.  Most of the time, I take our company’s best advice to clients and put myself “in the shoes of the prospect” and choose the second option.

This time I’m going to indulge my own biases and explain our perpective on the what and why of web strategy.    Simply put: strategy is designing an online marketing plan with an end in mind.    It ensures that the goal is front of mind in each stage of the execution of the process and ideally, it ensures a higher likelihood that the goal is met after the effort is made.

Why web strategy: its an investment of more time at the beginning of a website development or revision project which always saves you much more time at the end of the project and over the long term.   It ensures that every monetary and other resource spent is focused towards critical ROI for the company.