Website strategy means a plan of how we can get the most out of your web site that will form the basis of the initial brief, which the design team will use to create the initial web site. It is devised during the initial consultation.

The website strategy concept will aim to identify all your current and potential online markets (these can differ from your traditional audiences), make best use of targeted promotional techniques to attract high quality traffic, provide appropriate and engaging content to draw visitors deep into your site, including compelling calls to action that produce results, and also maximize revenue-generating and cost-saving opportunities to ensure optimum return on investment (ROI).

The marketing team will build upon this website strategy and develop a marketing plan to achieve this goal. Aiming to be able to execute the website strategy will maximize your website's efficiency. Once you have gone as far as you can with the original strategy, you will then further refine this to:

• identify the pages, content or navigational elements on your sites that may require modification to improve their effectiveness

• fully understand your Web traffic reports, and how to use them in evaluating your ongoing return on investment

• analyze the traffic information to find opportunities for future products and services (both online and “real-world”)

With a commitment to execute the website strategy, you lead yourself to maximum return from the web site.