I need to re-design our web strategy - where do I start?

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I'm taking on a new position in our marketing department on April 1st. One of my objectives is to identify our public web mission and conceptually develop the content (we've had a public web site for 2 years - www.fmglobal.com). I'll also need to determine appropriate measurement criteria and track results. Can anyone point me in the right direction as to where to start? I need to come up with our web strategy. I'd love to take some classes or seminars if you know of any. And I'm always looking for new books on the subject. Thanks for your help!!

-- Karen Freedman (karenfreedman@home.com), March 01, 2001


Hi, hope i can help...have you tried books like NetReady?I belive it try to explain in detail how to formulate an Internet strategy suitable for a particular type of business model.Unfortunately, my opinion is that there is no way you can gauge what web strategy is suitable because web theories are being pushed out just as we speak as business models drop like flies. (for the book try the link below: http://www.amazon.com/exec/obidos/ASIN/0071352422/o/qid=983638271/sr=8 -1/ref=aps_sr_b_1_1/107-1475805-1162913) The book also tells you how to evaluate and measure your web strategy.

Have you tried analysing your competitor web strategy and /or conducted a customer survey with your present customer to see what they really expect from your site.How about a research with operational staff to find out what is the actual response from the customer.

I hope that helps ...please feel free to contact me if you feel you need someone to discuss in detail.Thanks

-- victorcheong (victorcheong@time.net.my), March 03, 2001.


Here's the first question you should ask yourself: What's the goal of the Web site? It seems obvious, but you'd be surprised by how many firms don't have an answer for that question. You need to establish a goal before you can flesh out the rest of your strategy.

Some possible goals are:

a) To inform. The site is just an online corporate brochure. b) To recruit. The main focus of the Web site is to attract good job candidates. c) To capture information about prospective clients. The site has interactive features that encourage users to submit their e-mail address in exchange for something useful (e.g., an e-mail newsletter). d) To establish good press. The site would feature a state-of-the-art press room.

Most likely, your firm will want a combination of these goals to be addressed in your Web strategy.

I hope this was helpful. Feel free to get in touch with me if you'd like to talk more about this. Good luck!

-- Carmen Van Kerckhove (carmen@maloneygroup.com), March 18, 2001.

Here's a few questions I start with each time I begin a new project:

-What benefits are you promising? What's your unique selling proposition?

-Who are you making it to?

-Why should they believe you?

Feel free to drop me a line if you need further insight.

Sincerely yours,

Michael Burns Freelance Creative Consultant _____________________________ Chicago, IL

-- Michael Burns (creative.consultant@att.net), March 30, 2001.

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