Web Strategy

Dollars and Sense: Measuring the Value of Web Sites

Web sites matter for two reasons: today's customers expect a company to have a Web site, if only to provide contact information or locations, and at least some parts of most companies have discovered that Web sites can cut costs, generate additional revenue, or both. However, even a simple Web site comes at a cost, so it is important to make certain that the business value is known and optimized.

Common Mistakes: Aligning Business Objectives with the Web Site

After all that effort to get them to your Web site, what do customers find when they get there? For too many companies the answer is a "collection of stuff" that marginally meets the needs or expectations of the customer and does not capitalize on the tremendous business opportunity to educate and move the relationship forward. Why do companies let this happen?

Web Site As Metaphor for Overall Business Strategy

During a consulting engagement in the summer of 2002 I discovered the power of using the Web site as a tool to keep business strategy discussions on track and make abstract concepts more concrete.

Is Your Web Site Damaging Your Corporate Brand

Is your web site running on executive autopilot, created during the excitement of the Internet wave then left behind as executive attention focused elsewhere in the business? If so, it is time to decide what to do with the resources being expended to keep your web site alive.

Who Should Set Business Objectives

Depending on the size and complexity of the web site, and the scope of the design project, the participants may represent the entire web site, or they may represent the organizations responsible for a specific web site destination....

Business Value: The Touchstone of Web Site Improvements

Web site redesign meetings can be challenging, particularly in large organizations with complex Web sites. Different stakeholders, representing different organizational interests, discuss, debate or argue over the aesthetic designs before them. Everyone is willing to express her or his personal likes and dislikes, but intermingled with the aesthetic discussion are parochial business interests that often are covered.