Website Strategy to Drive Growth to Your Business in 2020

2019 has come and gone. Did your website help drive growth to your organization in the last 12 months? If not, you should consider improving your website or potentially redesigning your site. Where is the best place to start? There are a lot of moving parts on a website and it can be difficult to know where to begin and how to develop a website strategy. This article is designed to give you a blueprint for improving or revamping the strategy of your website.

Define your current KPIs (key performance indicators), and record your metrics for the last 1-3 years.
Before you make a decision to rebuild or redesign your website it is imperative that you determine KPIs that are essential for your website. You need to determine what metrics are most important for your organization and work backward to create a strategic plan. The first step in this process is identifying the metrics you want to measure.

Below are some examples of KPIs that are considered important across a multitude of industries:

  1. The number of visitors, visits and unique visits on your website.
  2. Where is your traffic coming from?
  3. What pages are getting the most traffic and what are your visitors doing on these pages?
  4. What is the bounce rate for your most trafficked pages?
  5. How many leads are you getting through contact forms on a monthly, quarterly or annual basis?

These are just some of the types of KPIs you should consider tracking. Some of these might be important for your specific type of business and others may not. You need to identify what the most important KPIs are for your business and create an Excel document that will provide you with historical data of these KPIs to measure against moving forward. In order to improve what you currently have, you must first understand how your website has historically performed.

Determine your 3 most important user paths.
Once you have determined your KPIs, it is essential to work backward in the process making sure you answer one question: how can the improvements to my site drive success to my KPIs? I highly encourage you to limit your goal to no more than 3 desired actions you would like for users to take on your site. Keep in mind that these 3 desired actions should all be in the service of your greater goals for the website.

For instance, if my goal is to generate more form submissions on my website, I might look at the ways my ideal buyer would end up in a place where they are ready to request more information in a form submission. One such path might be:

  1. Business owner wants to get more warm leads to their website.
  2. Business owner researches ways to get more traffic or leads to their site.
  3. Business owner finds helpful resources online.
  4. Owner takes the next step to think about how their newfound insight can be implemented internally. Do they have internal resources or do they need to partner with an outside organization?
  5. Owner creates a budget based on what they believe would assist them in getting more traffic or leads to their website.
  6. Owner researches different marketing companies that can help them reach their goal of getting more traffic or leads to their site.
  7. Owner is reading the content on my website and fills out a form submission to get more information about my services.

There can be a variety of ways your ideal customer gets to the same endpoint. This is why listing the steps is important. You need to think in the way your buyers see things and try to better understand what they would want to see at each step in the process. This exercise will give you a lot of insight into how to build your website strategy to support that journey.

A vision for site structure.
The goal here is to create a website structure that allows visitors to move easily and quickly to complete the 3 primary actions you identified in the last step. A strong website structure will help you see a few things:

  • How your navigation menu (or menus) will work
  • The structure and organization of information on your website
  • Pages you need to create that may not exist currently
  • Internal link structure between service pages

The way you structure your website will outline a combination of pages you need to create, balanced with pages that may already exist. This is your opportunity to note what you have and what works well as you plan for the new pages you need to build.

Some of the most important page types to consider when building out your site structure include:

  • Home page
  • Product or service pages
  • Pricing page(s)
  • Comparison pages
  • Testimonials page
  • FAQ page
  • Lead conversion page

Depending on your specific business there are many different page types you may need to include in your site structure. The important part here is making sure that the newly created pages are pushing the 3 actions you identified in step 2 of this process.

Rebuilding or redesigning your website is no small feat. It is very easy to get overwhelmed in this process. The good news is that the Marcum Strategic Marketing team has the knowledge and expertise to help you build a strong website strategy for your business. If you found this content helpful you may want to check out other useful website articles we have developed about this topic: The Strategy Phase for a Quality Growth-Driven Design Website and How a Website Audit Can Improve Your Site’s Performance.

Do you have questions about building a website strategy for 2020? Please contact Nate Vigil, MBA, at 813-387-2334 or

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