Once you know your ‘Why’, it’s logical to put a sensible strategy in place to achieve it. So how much strategy do you need and who’s going to come up with that strategy? This will depend on several different factors and is usually different for every client. Let’s use a couple of case studies to illustrate the point:
- A small busy local mechanic on the corner has been in business for 20+ years, is well known and gets most of their business through word of mouth and repeat business. They don’t need more business, however they’d like to provide information to clients around their area of expertise, updates around business hours during Covid Alert Levels, and provide directions to their workshop as it’s in a tricky to find location.
The strategy for example may be to develop a very simple website, perhaps with only a handful of pages, focusing on their history in the community, perhaps with a page outlining their particular areas of expertise and a very clear contact page, not only showing a relevant Google map but also a graphic or good quality photograph showing how to navigate to their shop.
This is an example of a simple strategy – often a client will come in knowing this, or we may draw this out of them via a series of questioning during an initial consultation.
- A large construction consulting firm is well established and has a solid client base with a firm grip on a several key sectors of the market. With this said – they’re looking to expand their service offering into new market sectors to gain more revenue share.
There’s a lot to think about before diving into a new or revised website build here.
Do they need a dedicated website to focus on the new market, or can they simply add pages / content onto their existing site? Does the new offering require a new brand or can it be effectively represented under the existing brand?
How are potential clients in the new market sector interacting in the digital space? Are they actively searching for said services in Google search and if so, is there a large enough commercially viable search base to warrant an accompanying SEO (Search Engine Optimisation) of SEM (Search Engine Marketing) content plan for the new website?
What about social media channels? Is the business active in those spaces too – and if so, how can this be leveraged to increase the effectiveness of the site?
Is there a high level of competition in their new targeted sector which may give a steer as to how much work needs to be done in order to compete effectively?
What do their potential users want to see on a website – e.g. relevant project case studies, areas of expertise, staff bios showing years of competence in the industry, relevant credentials / associations with industry bodies etc?
Is a focus group needed to draw out this information either internally or externally?
With the above in mind, what journey do we need to take the user on to achieve the desired goal laid out in the “Why”?
We’ll talk more about the Journey in our second blog: “You’ve Got The Why – Now the How..