Website Strategy is one of the reasons we frequently meet with new clients who are really interested in promoting their company online. However, for many people, the Internet is a mysterious place that sometimes is viewed as the same thing as Facebook. Here are two scenarios that we frequently encounter: 

• A business will ask us how can we use SEO to improve the ranking of their website in the Search results. When we ask, “What do you think SEO is? How do you think it works?” We are frequently met with a shrug of the shoulders.
• A business will come to Accolade Group and ask for a website. When we ask, “what do you want the website to do, who will write the content, what is the purpose of the site,” we are frequently met with a blank stare.

The website strategy session usually follows the digital consultation. When a company wants to begin by thinking strategically, we try to back up to a common understanding of their business and the Internet. 

Please read that last sentence carefully:

• we need to understand your business and
• the client needs to understand the Internet.

Then, and only then, can we work out a strategy that will implement your business vision with what the Internet can and cannot do.

Here is a real life horror story about website strategy gone sideways all because the strategy session was not preceded by the digital consulting session.  Very early on, we had a client who had a lot of money to spend and a good product to promote.

Unfortunately, we couldn’t convince the client to make a plan with milestones that could be observed before we continued.

That company spent itself out of business within 18 months! As a terrible result, a great product with a magnificent logo was snapped up by a competitor that is still front and center on the Internet.

We were thankful that the client came to realize that his spend-at-all-costs resulted in the loss of his company.

The website strategy was the missing piece in this story. This is why we can’t “just begin”.

If you don’t have a plan, how will you know if you’re winning?

Or, losing?

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