anatomy of a web strategy

A strong web strategy can be the difference between a successful web presence with high returns and a going out of business sale.

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Your goals and objectives are the brain of your strategy.

Everything in your strategy should map back to your goals and objectives. When determining your goals and objectives think about where you want to take your company.

Example:• Increase revenue by 45%.• Increase leads received by 25%.• Improve customer satisfaction to a score of 92%


Key Performance Indicators (KPIs) are specific indicators used to show that you are achieving your goals and objectives. Think of them as the heart and shoulders on which your strategy relies.

Your KPIs should be mapped back to your goals and objectives and should be used a gauge of success.

Example:Goal: Increase revenue by 45%.KPIs: % of visits that include sales; No. of sales; Avg. purchase amount


Metrics are the measurements which can be combined to form KPIs. Think of metrics as the center or core of your strategy.

Metrics should pertain to your website’s performance. There are a number of metrics that you can use, however it is important to only choose those metrics that will answer the question “How well are we performing against our goals and objectives?”.

Example:Goal: Improve visitor engagementKPI: Page Views per Visit, Events per VisitorMetric: Page Views, Visits, No. of Events (ie. downloads, video views, etc.)


Your website plays a vital role in your web strategy. Without an attractive website that offers the information visitors need, your strategy is doomed to fail. Your website allows your strategy to stand and can be seen as the legs.

When designing, redesigning or tweaking your website be sure to consult your goals and objectives. What can you do to your website to ensure visitors are satisfied, able to find what they are looking for, able to complete their purchase in a timely fashion, or are made aware of additional items that would be beneficial to them?


The way you market your website and your company should again map directly back to your goals and objectives. Your marketing tactics are the feet or base of your strategy and without marketing, your strategy is not grounded in anything.

Your marketing message should be specific, and tailored enough to bring the most qualified traffic.

Example: If your goal is to increase visitor engagement, one of your KPIs would probably be Page Views per Visit. In order to reduce people who automatically bounce (thus lowering your page views per visit) you may want to make your paid search campaigns are specific and tailored toward more qualified customers.


We are a web strategy firm focusing on creating synergy between all aspects of eBusiness. It's our job to keep your

strategy in perfect balance.


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