Small Business Maize 

Applying this to the Web designing process, we have a clear direction to obtain the results we want and can clearly visualize success.

Simple perhaps, but it certainly isn't a conventional philosophy. Thousands, perhaps millions of companies all over the world have poured money into Web technology without a plan to measure results. These mistakes teach us a lesson.

Strategic Web site planning, directed by competitive intelligence, business objectives, and market research, begins with a clear goal. You must ask:

How can my business be more profitable? What can Web technology do for me? How is success meansured? What are the associated risks? When will I see ROI? Beyond that point, all of the Web design components, such as information architecture, graphic design, optimization of the search engine, action incentives, alignment of technology, development of content, merchandising strategies, copywriting, market research, and traffic building, must be consistent with your business goals. Understand? Let's begin...

Step 1: Determine the objective of the Web site and the associated targets and goals for your business.

A case in point:

Objective: Boost income from sales

Purpose: Obtain eligible sales leads for Insurance Department. Measurements: database entries, conversion rates, telephone calls, total traffic to website, and capture of electronic leads.

Monthly Goal: 40 good leads, 2K unique guests (two percent macro conversion)

Assessment: $250 for each qualified lead = $10,000

Other typical objectives:

Boost brand awareness (this is a measurable attribute)

Reduce overhead

Up sell add-ons to products

Sell across service lines

Reduce volume of calls

Get feedback from visitors and customers

Other possible measurements

Before and after exposure vs. awareness of unexposed

Web-initiated sales

Per customer sales amount

Total repeat sales

Customer service and helpdesk call volume

Number of responses to surveys

Step 2: Identify and identify with the market you're targeting

To engage Joe Customer, get to know him.

What type of organization is Joe employed by? What is the official title he holds there? What are his day-to-day responsibilities? Relating to the service or product you offer, how does Joe typically behave? In order to make his life or job easier, what could Joe use? What are the objections and biases that Joe may have to making a purchase. What will influence Joe inside and outside? Is Joe experienced online? Note: If your goal is to reduce costs in house and improve efficiency, you must get into the head of the user. Step 3: Characterize the advantages your services and products offer.

Do you recall the consumer mentality "What's in it for me" (WIIFM)? You must understand Joe Customer's thoughts, feelings, justifications, and how he makes purchasing decisions among the various alternatives, before you can influence his purchase choices.

Your copy must convey to Joe Customer exactly how the service or product you offer will make his job or life easier or better. This should be done for each service and product.

4: Characterize the Unique Sales Proposal and Voice of your Web site

Another thing your copywriting should do is persuade Joe Customer that the best possible option is you - above all, over your close competition. Define your unique sale proposal and make your case compelling, to start. Remember, increasing the number of reasons increases the perception of value.

You must ask:

Why is our organization unique? What would make Joe prefer us vs. the competition? How can I communicate our unique value? How can I persuade visitors of our reliability and integrity? Step 5: Outline the strategies you need to employ to achieve your goals

You know what you need to do and how to relate to Joe Customer; the technology is next. The people who typically perform this function are business analysts, lead designers, project managers or outside consultants.

You must ask:

Where and how can I obtain the desired Web site guests? How can I entice people to visit repeatedly? How can I encourage people to make additional visits to the Web site? Can this be automated? How? How can we translate Web site users into leads? How can the leads be validated and qualified? How can I encourage customer and visitor loyalty? What should visitors do at the home page of our site? What is most important to me? How can I persuade visitors to the Web site to act? Help to put your Web site in a position to succeed online by answering the above questions and following the straightforward outline. What is it that we have learned?

Steven Covey would likely be a terrific architect for Web site strategy.

Your Web site should include metrics as one of its objectives.

Outlining a strategy will map your route to success and let you know when to celebrate.

Understand your market objective before writing your copy.

A compelling case must be built in order to persuade the buyer.

The bullet points are far too numerous in this article.