Website Strategy

Placing Your Website at the Center of Your Digital Marketing

Your website is one of the most crucial parts of your marketing strategy. It’s where your customers, stakeholders, and leads chiefly interact with your brand, and almost all of your digital marketing efforts are geared around directing traffic to your website. In addition, as the internet gateway to your business, it’s depended upon by every department in your organization.

When we sit down with marketers and discuss the website they'd like to build, we make sure to carefully scope out a strategic plan that considers every other tool, team, and system that will be connected to it. 

Project Scoping: Creating Your Blueprint

For developers, the actual building process is straightforward work. Actually writing code isn’t the most difficult part of the project. It’s understanding how you want us to build your website, where you need things to connect, how you’re going to be managing everything that touches your website, what your customer’s journey looks like–these are the details that are unique to each business. 

For a website that needs to be all things to a lot of different people, all things need to be considered.

Your Business Overview

How do you describe your company, your size, your product mix, your selling strategy, your content strategy, the space your business occupies, and your competitors? Do you identify your business as B2B, B2C, B2G, B2H, or all of the above?

Your Customer Base

What do you know about the customers who are already dependent on your website? The audience(s) you are trying to attract to your website? This information will be critical when designing your website's design and UX. 

The Total Set of Stakeholders

In addition to customers experiencing the front-end of the website, what other teams, individuals, or systems are going to be interacting with the site? How frequently will they be interacting with the website, and what experiences are they expecting?

project scoping

 

How Your Website Aligns With Your Marketing Goals

Our next step is to consider the bigger picture of your marketing strategy, setting the right tools in place in order to deliver on marketing tactics. It’s a matter of matching tools to your written marketing plan and objectives.

What's On Your Wishlist?

What do you want from your website, that you can't achieve with your current digital strategy? Often it’s improving the look and feel or messaging so it reflects the brand better, or making it easier to manage. A feature list of things that would improve operational or customer experience on the current website exists in most organizations (whether written or not).

What's on Your Punchlist?

It's likely that you already have an existing punch list of items for your website. This punchlist can raise big questions–Are you on the right platform that can support what you are trying to achieve?–or require a litany of small tweaks, such as updating typography, fixing a broken mobile experience, make images easier to change out, or addressing cross-browser bugs.

martech integrations

 

Creating a Website That Fits With Your Current Stack

Another important consideration during the project scoping process is identifying integration points, which may have a significant impact on the ultimate cost of your project. 

Most marketing teams and their companies have an assembly of tools and technology already in place. That will include third-party tools, hosted tools, internally built tools, and spreadsheets - some might be integrated, others are data silos. It’s likely that your organization is running 30 such tools or more–it’s not uncommon for us to encounter a company with over 50 different technologies and tools in place, all being integrated with their website.

Where Are There Gaps Between Your Tools?

Another outcome from drawing a technology map is that it will identify where there are gaps between your marketing tactics, and the tools you have in place.

Are There Tools That You Can't Change?

It's likely that you are working with systems that are so embedded into the organization, that it would be impossible to change them. Our developers are capable of working with your homegrown Point-of- Sale tool, your older SAP or Oracle ERP system, or Salesforce CRM, but we will have to map those out as well.

What's Being Migrated?

In the case that you are moving from an older website to a newer website platform, we will need to consider what data - sales accounts, SKU, user data - will need to be migrated. 

Moving Forward From Project Scoping

Project scoping is the most important part of any website build. It’s where decisions about the tech you’re going to be building on, the systems that will need to be integrated–if they’ll need a custom API or have connectors available–the total cost of the project, and how many people you’re going to need to maintain it once it’s finished are made.

The purpose of this stage is to get at the information–implementation, ongoing execution, business objectives–that will determine the success of your website 6 months down the road, or even a year later. 

 

Creating Your Website Blueprint

Download the white paper guide to scoping out your website blueprint.