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The Importance of a Strategy-First Website Project

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The Importance of a Strategy-First Website Project


The first decision you need to make in embarking on a new website project is whether it is Nepal Email List going to be strategic or non-strategic.

A non-strategic project is one that doesn’t have any marketing objectives associated with it.
A strategic project is one that is aligned with your marketing strategy to achieve measurable results.
As a marketer, this decision should be obvious!

In 2020 when the digital marketplace is saturated with content and competition, standing out and connecting with customers is more difficult and more important than ever before. Having a strategic website that really works to support marketing and sales can position you at the helm of your industry and drive your business forward.

How exactly will a strategic website drive my business forward?
Working with an agency on a strategic website project often means you will use research to better understand your user, industry, and competitors, creating a strategy enabling your website to reach your strategic business objectives.

This is the key aim of the discovery and definition phase: to align the website project with business objectives. This will also ensure everyone (agency and client stakeholders) be aware of what success should look like through metrics.

The discovery and definition phases draw attention to the user, by taking into account the user’s wants and needs. This can be done by researching into user personas and user journey flows. Other considerations during this phase of work might be analytics audits, competitor analysis, customer journey mapping and so on.

All of these things can set up a new website project to achieve marketing results such as increasing:

Conversion rates
Inbound lead generation
This work can ensure from the beginning that your website is set for success!

Kickoff sessions also include a discussion about the target audience – who do you want us to help you reach? Which is the priority group? What are their characteristics? What do they want to receive from your website?

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It is very important to take content requirements – a content audit, content migration, keywords and SEO.

In this session, we will introduce main stakeholders, outline approval processes and potential risks, structure a timeline and clarify budget. Sorting out these logistical points early means that management of the project will run smoothly.

We aim to establish a strong agency-client relationship that is built on collaboration and mutual trust. Clear communication is key to commencing an efficient website project.

The kickoff session sounds great. What’s next?
Once the objectives of the project have been established, we can start looking into persona and user flows, competitors, sitemaps, content maps, requirements.

In looking at personas, we create portraits of target users, to outline their goals, motivations and barriers in using your website. This will help us to find routes they might take throughout your website to ensure the best possible user experience is provided. The user routes are segmented into different stages of the buyer journey: awareness, consideration and purchase.

Competitor analysis is an effective way to gain inspiration from other websites within your industry. From here you can distinguish what you like or dislike about them to identify areas for improvement and ways you can stand out.

Sitemaps & IA are a presentation of the navigational structure of your website. We construct these in the discovery phase of the project in order to make adjustments as soon as structural issues are .

Content maps provide a plan for your content strategy to make sure your content is up to date, detailed and provides enough information and value to your audience. Certain need to be considered such as migrating content, hiring a copywriter, and maintaining the content once published.

are the visual blueprints for the website that show what the content blocks and features will look like on the pages. They are designed with key users in mind to show layout and content structures before we get to the aesthetic design stage.

SEO research will help with how well your new website ranks against others on search engines. SEO affects content structure, sitemap, layout and keywords used on the website, and really needs to be considered from the start.

Discovery and definition do seem vital to the website project. But won’t this take a lot more time?

Although discovery and definition research adds more time to the project and therefore extra cost, for a long term strategy these early investments will make up for themselves.


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