Strategy Checklist for Ongoing Web Operations

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1. Goals

What is the point exactly with the web-site? What do you aim to achieve? Are you achieving it right now? Could you achieve more?

Tip: Write one or more quantifiable goals, for example "we will save $1,000 next year by distributing 1000 brochures online instead of through the post." Measure results!

2. Concept

What kind of web-site did you make to meet the goal(s) above? Is it working as planned? If not, what changes must you make to reach your objectives?

Tip: Make a concrete concept description (preferably developed as the result of a separate conceptualization process). For example, "www.atlanta-police.com will be a police station online with all of the services citizens expect from a physical police station".

3. Target Audience

Who are we making this web-site for? Which users are we actually pitching to? Are we in fact succeeding in reaching this audience now? If not, what can we do to attract other users?

Tip: Make descriptions of imaginary typical users, and brainstorm about their needs.

4. User Orientation

What is the point of this web-site for the user? How can the user profit or help himself by using your web-site? How easy is it for him to do what he wants?

Tip: Examine your statistics carefully, undertake user surveys and user tests all the time. Never assume that you know how the user experiences your web-site, if you haven't asked!!

5. Positioning

What makes a user prefer your web-site compared to other similar/competing web-sites? Could you be clearer about the competitive advantages of your site?

Tip: Make a competitor analysis in matrix form where you set up qualities of the different competing players and measure them against your own site. Look for ways your site can be different and better than the competitors. Make sure the difference is clearly understandable to users.

6. Adjustments

Are you getting the feedback from users that you need?

Tip: Ensure that you have proper and thorough statistics and establish routines for analyzing and interpreting this data. User test, user test, user test! And make sure that you have feedback forms, running online user surveys and feedback links in the colophon on all pages.