Managed Web Site Performance

Are your business's online initiatives benefiting your business?

If not, it is likely you need to review your current programs and determine what is required to change direction to ensure these programs become beneficial to your organization.

Business plans, strategic plans, marketing plans the list goes on. So why is it that so many businesses fail to develop a plan to ensure their web sites are supported by at least some sort of planning procedure?

Is it a lack of understanding? A lack of resources? Or is the web site just considered a necessity because they are expected to have one, but the overall web presence is not really supported by management?

All too often and to the detriment of a business's online presence the web site and all of its interconnected elements such as Social Media and Search Marketing are completed in an ad hoc manner, without any serious planning, commitment, or even an individual within the company who stands up and takes responsibility for online initiatives.

Sure 10 years ago when all that really happened on the the corporate web site was a static brochure this may have been acceptable, if not acceptable at least it could be made to work. But in today's Internet environment this approach just doesn't cut it. For one thing many businesses have more than one web property such as a primary web site and an associated Blog which must be managed in a co-ordinate manner, and secondly the Internet user of today has matured to become Internet dependent with high expectations.

A change in direction

Before a change of direction is possible the first thing that needs to be known is "where are we" and taking this in the context of business web properties the first step is to stand back and take a good look at several issues as part of a Internet initiatives and web site audit. Such as:

• What web properties do we own and how are they utilized by the company?
• Does the business own Domains which could be utilized as highly relevant mini sites?
• What is the on-page and off-page optimization status of each property?
• What inter-linking opportunities both within and external to the company's web properties exist?
• What is the current state of the competitors web environment including SEO, PPC and Social Media Marketing initiatives?

Once these types of questions have been addressed then preparations can then be made to move forward and improve the overall business web presence performance.

Moving forward

The Internet initiatives and web site audit will have provided an indication of the current status of the business's web preparedness and will assist to identify what is required to move the business's web properties in the right direction. But first there is some work to be done

Goals and Objectives: Without clearly identified business objectives determining what needs to be done and how successful implemented strategies are will be difficult.

Responsibilities: All Internet initiatives need leadership and accountability, without this the program is likely to lose direction, increase cost and fail to accomplish business objectives.

Task Analysis: The auditing process and the definition of business goals and objectives will identify numerous tasks which must be completed to achieve the business's online goals.

Prioritization: It is highly likely that the number, complexity and cost of the tasks required to achieve the identified goals will require prioritization to enable the processes to move forward in line with financial and human resources.

Team Creation: Web site development and promotion requires a holistic approach due the number of professionals required to develop a successful program. Team selection will need to be prioritized in the early stage of the programs implementation.

Scheduling: The numerous tasks and professionals required to complete the program requires management to develop a realistic schedule with achievable time lines which relate to the availability of both human and financial resources.

Program Evaluation: As the program progresses the monitoring and evaluation of different aspects is required. These are likely to be determined by how well the program does at meeting the expectations first developed when the business identified the goals and objectives of the project. One of the real values of web site development and promotion programs is the numerous tools such as Web Analytics Software and Social Media Monitoring services which offer much of the information required to gauge the success of different project elements.

The Last Word

Seems straight forward doesn't it? If this is truly the case why so often are these basics overlooked and so many web site development and promotional activities completed in an ad hoc manner? The main things to remember is web development and promotion is far from straight forward due to the number of professionals and elements required to complete a successful program.

However, by defining goals, leadership, team development and program monitoring changing the direction of corporate and business web initiatives is possible providing these primary elements are given serious thought and consideration.