Your website is one of your most important marketing tools. Done right, it can reduce phone calls or questions and make tasks easier for your audiences. Building a website takes time, critical thinking and creativity. We’re here to assist and will work with you on a strategy that will help you:
There is no right way to document your strategy. Use a format that works best for your office and can easily be updated. To get started, follow our key steps to define an effective strategy. If you work on a web project with our team, we will help you through this process.
Your website is part of your conversation with audiences, but you have to decide what you want to use it to accomplish before doing anything else. You may want to:
You may have various goals that are not all related, but clearly defining them will help you create useful content for your website.
Audiences visit your website for specific reasons. You need to know who they are and what they need so you can provide a good user experience by helping them accomplish tasks and answer questions. Be specific when defining your audiences and prioritize. This will help you better understand them and what they’re looking for. For example, current students may be your primary audience, but what else do you know about them? Some additional details may include:
Your strategy should be supported by data and research as much as possible. You can use Google Analytics or SiteImprove to see what your users are doing on your site and what led them to you. If you can talk to your primary audiences directly, ask them about their experiences with your website to better understand what they need. You can also look at other university websites in GW’s market basket or sites that share similar goals to gather ideas about how to present or organize content.
Your strategy should define your plan for maintaining and updating your website so it is always accurate and timely. Outline the maintenance tasks and who is responsible for completing them. Some examples include:
You can also create an editorial calendar to manage your update tasks. Our team can help you come up with this strategy and format a template.
Your strategy is constantly evolving and never set in stone. It should be updated to represent changes, such as:
Ensure that your strategy always helps you make thoughtful decisions about your content so you can meet the needs of your audiences.