You don’t need a redesign you need a web strategy (Part two)


What does a web strategy entail? A few items are essential. Identifying target and secondary audiences will be a key component. Once a strategy identifies these audiences decisions can be based on what the needs are of those specific audiences. Of course the easy answer here is that the web needs to speak to all audiences. While this is a nice, politically correct answer it will make your web manager’s job more difficult in the future. Part of developing a strategy is making tough choices.  By identifying who your website is designed for you are then able to address other audiences with strategies designed to give them the information they need.

A strategy should not just involve your public website in order for it to be successful. A careful calculation of all web tools should be done to create a comprehensive plan. A strategy needs to include e-communication tools, the college portal, e-commerce, and college related mini sites. It also needs to be developed within a collaborative environment.

Most institutions have some kind of overarching web group that “manages” or “oversees” the web.  A strategy should be developed and then implemented by a strategic team. Key players from around the institution should be included on the team and it should be led by the person with operational responsibility. The team will need to work collaboratively to meet development, enrollment, and retention needs. This strategic web group also needs to take responsibility for assessment, developing and tracking metrics, and benchmarking strategies. Assessing marketing efforts is an area where higher ed really falls down.

to be continued…

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One Response to You don’t need a redesign you need a web strategy (Part two)

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