Yesterday I was asked to explain to a complete novice, what’s involved in developing a web strategy.

Here’s my answer. Web Strategy 101:

1. Understand what your customers want. What and who influences their decisions? What motivates them?
2. Know what you want. Above all understand the brand “positioning” you want in the market.
3. Search marketing is fundamental to success. Understand the search keywords that you want to own, and those that you need to own. Make sure your brand positioning is reflected in your keyword strategy.
4. Decide where online marketing fits in your marketing and business model, in particular your marketing and sales funnel.
5. Create a landing page to test your key messages. Test your keywords using Adwords. What keywords create “conversions”? Modify your keyword plan.
6. Plan a persuasive online experience, tied directly to your sales/marketing funnel.
7. Determine the right balance for your brand, between search-effective site design, and the persuasive experience you’re creating. You can have both.
8. Create your persuasive website. Use a Content Management System (CMS), and make sure its Search Engine Friendly (SEF).
9. Use a site structure that works with (not against) your keyword strategy.
10. Make sure every web page on your site serves a purpose, and leads to some action by visitors.
11. Make sure every web page on your site is attractive to search engines. Every page should be mapped to your keyword strategy.
12. Test the effectiveness of the site in converting visitors to customers using Adwords. Measure and adjust.
13. Start your link building strategy. Start and participate in online conversations, that refer back to your website. Monitor your in-bound links from quality topical websites.
14. Develop a Content Strategy (really this should have been part of your original plan!) Use your CMS to add new search-relevant content.
15. Monitor your search rankings. And adjust your website copy and other factors to get better rankings, particulary for high conversion keywords.
16. Understand your Analytics program, and adjust your website to maximize your conversions.

That’s it.