Planning your website strategy.
A common mistake by businesses is thinking, 'We’ve got a website, job done'. Wrong. You’ve ticked the first box, but how do you know it’s working?
Every website should have a strategy behind it.
A clear plan helps you understand what is working, where improvements are needed and how to keep your website performing over time.
Measure success.
Track performance and know exactly what your website is delivering.
Analyse.
Use data and insights to guide smarter decisions.
Refine.
Adjust, improve and repeat to stay ahead.
Turn data into decisions that grow your business.
You cannot manage what you do not measure.
The vast majority of clients who come to us are good business operators, but many are failing in one key area of marketing: planning their website strategy and continually revising the plan as more data flows in.
You do not set and forget 12 months of TV, radio or newspaper ads. You measure results and change your approach to maximise engagement and conversion, whether that is a sale or an enquiry.
Why you need a website plan.
TV networks, radio stations and newspapers do not change the rules regularly. They take your ad, it runs and it works or it does not.
Google and other search engines move the goalposts often, including where your site ranks and how much you pay for ads based on page quality. You pay more for clicks that land on content not related to the ad.
No website straight out of the box dominates search results. That is like a race team expecting a brand new car to win its first race without testing.
Comparing your results with other marketing.
Very few local businesses now get decent return on investment from TV ads, and even less from newspapers. Radio can work with frequency and campaign longevity.
With Facebook Ads and Google Ads, you can easily see whether you are getting the desired results and change the campaign or stop it if needed. You know immediately when someone clicks. You cannot tell how many people saw your TV or newspaper ads, but on the web impressions are tracked.
Organic traffic is “free”. It is like editorial space in a newspaper or TV show content. It carries more credibility because it is effectively “endorsed” as important enough to surface prominently.
What makes a good website plan.
The only way to tell if your plan is good is by sales. You need to determine:
- What is a successful conversion for your site.
- What conversion rate you can expect.
- What the value of that conversion is.
- How many conversions you need per day, week or month.
- What volume of traffic is required from each channel to achieve this.
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