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4 steps to develop a website strategy



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A website is good for business. But, a strategic website that aligns with your business and marketing goals is great for business. Whether you are getting ready to launch a website or you already have an existing site, your business needs to develop a website strategy that elevates the effectiveness of your website and makes it more useful to you and your customers.

Let’s look at what a website strategy is, why you need one, and how you can develop one in four simple steps.

What is a website strategy?

It’s not enough for your website to look good. It also needs to work well — and that means successfully engaging audiences and driving them through a funnel that leads them to take steps toward working with your brand.

That’s where a website strategy comes in.

A website strategy is a plan of action that directs the content, layout and funnel on your business website.

It considers your business objectives and then outlines the ways your website can align with those plans to actively help you reach your goals.

When you develop a website strategy, you answer questions like:

  • Who will visit our website? How will they find it?
  • What do audiences need when they visit our website? What information are they looking for?
  • What messaging would resonate with our target audience?
  • What do we want people to do when they visit our website?
  • How can we move people through the website page by page?
  • How does the website move our business closer to our goals?

When you have answers to these questions, you can determine what content, messaging and calls-to-action you need on your website so it can effectively help you reach your business goals.

How to develop a website strategy in four steps

Whether you are starting a new website or updating an existing site, here are four steps to develop a website strategy that can make your website more effective. Consider these website strategy examples as you lay out a plan for your site.

1. Define your website goals

It will be practically impossible to develop a website strategy if you don’t know the goals for your website.

If you don’t know what you want your website to do, how can you set it up to drive action?

Goals are the foundation that directs your website strategy. There are a variety of goals for a website, and the type of goals you have will direct the approach you take with your website. Goals in website strategy examples might be:

Goal: Increase organic search rankings.

Approach: Create a content strategy for SEO.

Goal: Build trust and educate your customers.

Approach: Develop sales pages and educational, thought-leadership blog posts.

Goal: Showcase your work.

Approach: Build a portfolio or case study library.

Goal: Generate leads.

Approach: Build gated content assets.

Goal: Drive sales and online orders.

Approach: Build an online store.

Keep in mind that there are many goals for a website. Don’t be too broad with your goals, and don’t set too many.

Identify two or three primary goals, and optimize your site to reach those objectives.

Giving your audience too many things to do or filling your site with too many options can lead to lower effectiveness.

As you develop a website strategy, make at least one of your goals aligned with driving customers toward doing business with you, such as joining your email list, contacting you, or buying or scheduling. Outline an on-site funnel to lead them toward that action.

2. Outline your on-site funnel


Barista with a pour-over brewer

An on-site funnel is a series of steps you present to website visitors to guide them closer to working with your business.

You want a website visitor to do something to help them on their customer journey  before they leave your site. This may mean entering their email address and becoming a lead or making a purchase and becoming a customer.

Whatever your intended goal, create an on-site funnel that guides website visitors closer toward doing business with you.

Start with the pages that a new website visitor lands on and then use calls-to-action to lead them page by page to where they can take the final action. A website strategy example might be a lawn and garden business that wants to drive website visitors to schedule a service. The on-site funnels for this site might be:

  • A homepage that starts by funneling website visitors to either a residential or commercial landing page that explains the details of the service and has a button to schedule.
  • A blog post that speaks to homeowners about the best way to keep their yard properly watered and ends with a call-to-action button to schedule a residential lawn service.

End each page on your website with a call-to-action that guides visitors toward the next step to working with you.

3. Define your target audience

Many businesses miss this step in their website development process. Or, they make their target audience category too broad.

For example, a hair salon might say anyone who needs a haircut and lives near their business is their target audience. This is a mistake. The salon likely caters to a specific type of clientele (it may be kid-friendly, specialize in up-dos for women or great at razor cuts for men). The website should speak to that specific audience.

Avoid filling your site with generic copy that speaks to all audiences.

Hone in on your ideal customer and create copy that resonates directly with them. When they land on your website, let them know your business is the place for them and what they need to do to work with you.

Related: Build and use your ideal customer profile and personas

4. Create or update your pages and posts

Woman working on a laptop with an open book nearby

Woman working on a laptop with an open book nearby

Once you have your goals, on-site funnel and target audience, you can start the content creation and optimization process. Start creating and updating the pages and posts you need to align with your website strategy.

  • Outline the pages you need on your site to guide website visitors toward the primary end goal of your site (becoming a lead, buying something, etc.).
  • Create content that speaks directly to your audience.
  • End each page and post with a call-to-action that drives website visitors through your on-site funnel.
  • Do keyword research to find terms that might attract your audience, and optimize your pages to match those keywords.
  • Remove pages that don’t serve your goals or on-site funnel.

Also, consider if you need to modify your site structure and navigation to make it as easy as possible for website visitors to find what they need, take the steps toward working with your business and help you reach your business goals.

Develop a website strategy to drive better business results

Setting up a website for your business is more than buying a domain, setting up hosting and building a few pages. You also need to develop a website strategy that guides the direction, purpose and planning of your new site.

Follow the steps in this post to develop a website strategy for your business. Then, get to work on updating your existing site or planning your new website. 

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Growing a Business

2023’s Festive Formula: Small Business Success in the Extended Holiday Season

Navigate the unique landscape of the 2023 holiday shopping season with our expert guide. Discover how small businesses can capitalize on extended consumer spending, leveraging the latest trends in personalization, online marketing, and fast fulfillment. From creating an enchanting in-store experience to mastering the digital realm, learn how to harness consumer behavior shifts for a prosperous holiday period. Get ready to transform challenges into opportunities and make this festive season your most successful yet!



The holiday season is a pivotal time for small businesses globally. With 2023’s extended holiday shopping period and consumer trends towards affordability and unique experiences, small businesses have unique opportunities to thrive.

Understanding the Holiday Shopper

Modern consumers are trading down, seeking value while also desiring experiences and personal connections. They prefer businesses offering unique, personalized services, and community engagement. This shift opens up numerous opportunities for small enterprises.

Creating a Festive In-Store Experience

Physical stores can become holiday attractions. Creative decorations, themed events, and promotions, coupled with an omnichannel approach combining in-store and online experiences, can attract and retain customers.

Leveraging Online Platforms

A strong online presence is critical. Enhance your digital platforms with festive themes, promotions, and gift guides. Utilize AI and generative AI for personalized marketing and improve online interactions through advanced chatbots.

Harnessing the Power of Social Media

Social media offers a platform for inspiration and engagement. Utilize platforms like Pinterest, Instagram, and YouTube to inspire and engage your audience. Collaborative promotions with other businesses can create unique experiences.

Personalization and Customer Service

Personalization is crucial. Use customer data to offer customized experiences and promotions. Exceptional customer service, both in-store and online, is vital to meet high consumer expectations.

Fast Fulfillment and Inventory Management

Consumers expect fast fulfillment options like same-day delivery and curbside pickup, especially among younger demographics. Efficient inventory management and transparent communication about product availability are essential.

Post-Holiday Strategies

Extend holiday strategies beyond December. Post-holiday sales, exchanges, and New Year promotions can drive ongoing traffic and sales. Use this period for collecting feedback and data analysis for future strategies.


The extended 2023 holiday season offers small businesses the chance to adapt and excel. By embracing consumer trends towards value, experiences, and fast fulfillment, and leveraging technology for personalization and efficiency, small businesses can enjoy a successful holiday season.

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Growing a Business

Unlock the Power of Email: 2023’s Ultimate Guide to Personalized Marketing Mastery



In the rapidly evolving digital landscape, email remains a cornerstone of business communication. Contrary to the whispers of naysayers, email is not an antiquated relic but a dynamic tool, continually adapting to the latest trends and technologies. In this article, we explore how small businesses can craft compelling email campaigns that resonate with today’s audience.

1. The Art of Personalization

Gone are the days of generic, one-size-fits-all email blasts. In 2023, personalization is not just a buzzword; it’s a necessity. Utilizing data analytics to segment your audience and tailor your messages can significantly increase engagement rates. Personalization goes beyond inserting a first name; it’s about crafting content that reflects the individual interests, buying behaviors, and preferences of your subscribers.

2. Mobile-First Email Design

With the majority of emails now opened on mobile devices, a mobile-first design approach is crucial. Emails should be visually appealing and easily readable on smaller screens, with responsive design and clear call-to-action (CTA) buttons. Additionally, loading times should be minimal, and images optimized for quick and efficient loading.

3. Interactive and Visual Content

Incorporating interactive elements like surveys, polls, or clickable sliders can boost engagement and provide valuable feedback. Visual content, such as infographics and videos, can increase open rates and make your emails more memorable. With the rise of platforms like TikTok and Instagram, incorporating short-form video content into your emails can be particularly effective.

4. Authenticity and Brand Storytelling

Consumers are increasingly drawn to brands that showcase authenticity and a compelling narrative. Use your email campaigns to tell your brand’s story, share your values, and build a deeper connection with your audience. This approach not only fosters loyalty but also differentiates your brand in a crowded market.

5. AI-Driven Email Optimization

Artificial Intelligence (AI) is reshaping email marketing. From predictive analytics that forecast the best time to send emails to AI-powered copywriting tools that help create compelling subject lines, integrating AI can significantly enhance the effectiveness of your campaigns.

6. Privacy and Data Protection

With growing concerns about data privacy and the introduction of regulations like GDPR, ensuring the privacy and security of your subscribers’ data is more critical than ever. Be transparent about how you collect and use data, provide easy opt-out options, and maintain compliance with data protection laws.

7. Measuring Success and Adapting Strategies

Finally, the success of an email campaign is in its metrics. Open rates, click-through rates, conversion rates, and unsubscribe rates provide insights into what works and what doesn’t. Regularly reviewing these metrics and adapting your strategy accordingly is key to continual improvement.


Email marketing remains a vital tool for small businesses, offering a direct line of communication to your audience. By embracing personalization, optimizing for mobile, leveraging interactive and visual content, staying authentic, utilizing AI, respecting privacy, and adapting to feedback, your email campaigns can achieve greater relevance and impact in the ever-changing digital era.

This article aims to provide small businesses with up-to-date insights and actionable tips on creating effective and engaging email campaigns that align with current trends and consumer expectations.

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Revolutionizing Marketing: The Power of AI in the Digital Age



Embracing AI-Powered Marketing: Transforming Brands in the Digital Marketplace

In the crowded digital marketplace, standing out is challenging. Enter AI-powered marketing, a revolutionary upgrade transforming brands into digital powerhouses.

Hyper-Personalized Campaigns: Beyond Basic Personalization

Gone are the days of generic marketing. Today’s gold standard is AI-driven hyper-personalization. This approach uses customer data analysis to create deeply resonant, individualized marketing campaigns. With AI’s ability to segment audiences based on intricate criteria, including purchasing history and browsing behavior, your messages can hit the mark every time.

Enhanced Customer Journey Mapping

AI’s capabilities extend to mapping the entire customer journey. By predicting needs and preferences at each stage, AI aids in crafting narratives that guide customers from discovery to purchase, integrating your brand into their personal stories.

SEO Wizardry: Mastering Search Engine Dynamics

With ever-changing algorithms, SEO is a complex puzzle. AI serves as a sophisticated navigator, deciphering these changes through machine learning. It aids in keyword optimization, understanding search intent, and aligning content with search trends.

Predictive SEO

AI tools offer predictive SEO, anticipating search engine and user behavior changes. This proactive stance ensures your brand’s prominent visibility in search results, capturing the right audience at the right time.

Social Media Mastery: Crafting a Digital Narrative

AI transforms social media strategies from uncertain to precise. By analyzing vast social data, AI provides insights into resonating content.

Content Optimization

AI analyzes performance data to recommend effective content types. This data-driven approach refines your social media content strategy.

Engagement Analysis

AI examines user interaction nuances, understanding engagement patterns. It helps tailor interactions for maximum impact, including adjusting posting schedules and messaging for increased relevance.

Conclusion: Navigating the AI-Driven Marketing Landscape

AI-powered marketing is essential for thriving in the digital age, offering precision and personalization beyond traditional methods. For small businesses, it’s a chance to leverage AI for impactful, data-driven strategies.

As we embrace the AI revolution, the future of marketing is not just bright but intelligently radiant. With AI as your digital ally, your brand is equipped for a successful journey, making every marketing effort and customer interaction count.

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