Your website strategy is the game plan for creating a cohesive and effective website that is consistent with your overall digital presence and drives results.
Whether you’re DIY’ing your site from scratch, purchasing a pre-made template or working with a professional website designer, the strategy for your website absolutely needs to be taken into consideration. I’m generally not one for throwing around phrases like ‘absolutely needs to be’ because I firmly believe you can run your business however the hell you want. However, I know how game-changing a strategic website can be for your business. And the same is true for the opposite – a website without a clear strategy can be, well, a little worthless.
Okay, off the soap box and let’s start with the basics.
What is a website strategy?
If you’ve been around here any length of time, you know how important I believe brand strategy is to your business’s success. And, as a quick reminder, your brand’s strategy is how you want to communicate your brand. So, given this idea, a website strategy is the game plan for how your website will be communicated through design, content and layout.
What about website design?
Often our first instinct is to look at the design of a site. Which makes sense. It’s the easiest to evaluate and judge. In fact, this is where we start with our website clients here at Witt and Company. We want them to tell us what they’re drawn to, what they like, what they don’t like. This helps us establish a baseline and starting point for designing the new site.
This is where most websites fall short – they stop at the design. The business owner finds a template or style they like and then jumps right into creation. But here’s the thing. A website’s design is only part of the process for creating an effective site that supports your business’s goals. Just like your logo is only a small sliver of the entire brand pie.
The other part?
Your website strategy. AKA the behind-the-scenes work that goes into creating a website that’s effective and works FOR your business. Yes, a pretty website is, well, pretty. But what’s the point of having a great looking site if it doesn’t support your business’s goals? Sounds like a waste of your time, energy and money.
The difference between brand strategy and website strategy
If you’ve read any other content here at Witt and Company, you know how much we believe in the importance of having clarity around your brand’s strategy. In fact, we have a four-step process for nailing down your brand strategy foundation that walks you through the ‘who’, ‘why’, ‘why’ and ‘how’ of your brand story.
So, what does this have to do with your website?
Well, those same foundational elements (who, why, what, how) also apply to your website strategy. And, even better, when you have taken the time to understand your brand’s strategy, transferring that information over to your website is a piece of cake. #winning.
The summary? If you’re in the market for a new site and/or you’re updating an existing one, remember that it’s not just about the design. But rather, take into consideration who you’re targeting, why you’re in business, how you want a visitor to feel when they are on your site and, most importantly, what you’re selling. These four elements will have an effect on the overall style, layout and design of your site. And when taken into consideration, will help you create something that’s actually effective and helps move your business forward.
As always, if you’re ready to update your own brand and website, we’d love to help! Click here to learn more about our strategic brand and website package or, better yet, grab our services guide and set up a no-obligations consultation call to see if we’re a good fit! Happy branding!
All my best,
Pin for later!