If your website doesn’t have a strategy behind it, it’s not going to do much for your business.
Let’s be honest, if your website doesn’t have a strategy behind it, it’s not going to do much for your business. So let’s go through the these steps to build a web strategy that actually works.
Think about it this way: a website is something you have to pay for. But a website with a clear, well-executed strategy behind it? That’s something that pays for itself — again and again — by bringing in new customers. But that only happens if you get it right.
One of the biggest mistakes I see companies make is this. When it’s time to redo their website, they start thinking in terms of a redesign. So they go out and hire a web designer, who may or may not do any real discovery work to put a strategy in place.
That’s where things go wrong.
Step 1: Discovery
The first step is discovery. And I don’t mean a quick chat. I’m talking two, three, maybe even four in-depth sessions with someone who’s really going to dig in and understand your business.
They need to know your goals. Your sales funnel. Where people are dropping off. What your customers care about, what they’re struggling with. What might stop them from working with you. And what actually drives their decision-making.
They should also understand your competition, and what kind of marketing efforts you’ve tried in the past, what’s worked and what hasn’t.
Step 2: Customer Personas
Step two builds on discovery. This is where you create detailed customer personas. You want to actually put a face to your most valuable customers.
This means building real profiles on paper. I like to include a photo, their general interests, what they do online, how much they make, their age and gender, and the average lifetime value of bringing them in as a customer.
These personas give you a clearer picture of who you’re talking to and how to reach them.
Step 3: Digital Marketing Plan
Now that you know who your customers are, it’s time to create a digital marketing plan that targets them directly.
Here’s the thing: it doesn’t matter how optimized your website is if nobody knows it exists. You’ve got to figure out where people are actually finding you. Are they typing your problem into Google? Or are they scrolling on social and not even aware that your solution exists yet?
If they’re unaware, then you’ll need to put your message in front of them. We’ve found Facebook ads work really well for that.
Step 4: Conversion-Focused Website
Define a Clear Message
And finally, define one clear action for each page. Every piece of content on that page should guide people toward that action. End it with a bold, clear call-to-action that stands out and speaks directly to your target user.
If you follow these steps, you’ll be well on your way to building a web strategy that actually delivers results.
See you next time.
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