Web Strategy

How Tactics Can Fail If You Don’t Start Off With a Solid Web Strategy

Do you have the right team in place to keep pace with all the social media signals and interactions that you will have to make on a daily basis? Do you have an editorial calendar in place that will keep you on the right track and how should you plan out the year?

So, let’s look at some of the things you should be considering before jumping into the tactics:


You can have a shiny new website and fancy graphics, but if there is little to no content your site will be just another tree in the forest of websites. Content is the main fuel that will drive traffic to your main website and blog. Building out awareness on social media without first having high quality content on your branded properties is a recipe for failure.

A few points to consider before moving on:

Are you writing in a context that your readers will understand? Does the content use the fewest number of pixels to convey the right messages? If you read this content for the first time, would it be worth re-tweeting?

If you want to read up on this subject more, check out our content strategy category.


Ben Hunt wrote a book called ‘Save The Pixel’ and one of the statements he made in the book was to use the fewest number of pixels to convey the message and call to action you expect your visitors to make when they land on your website.

You can take this a step further by enlisting services like usertesting.com to test how people are interacting with your site over a period of time and make adjustments to increase the number of users to take an action on your site. A common thing to ask is whether or not the navigation is leading people where you want them to go on the site.  Applications like crazy egg allow you to see in real time how people are interacting with your site, allowing you to make adjustments so that you can better suit the needs of your customers. Survey tools like Kissinsights can help you to understand if a particular page or campaign is working well and meeting clients’ needs or not.

Just by thinking of appropriate questions to ask users and listening to their needs can increase your conversion rates tremendously with the ultimate goal of increasing your bottom line profits.


What’s most important in SEO is to not think about how many keywords you can stuff in a title or body copy. It’s more about writing content for humans and conveying contextual links in your copy that naturally build links to your site over time. The funny thing about this is if you are putting quality content out there many people will start to do the link building for you, by providing social signals and having conversations about your content.

Here are a few points to consider:

  • Do you use keyword phrases in your pages that users are searching for? There are many keyword tools available.
  • Do your headings (i.e. H1, H2, H3) include keywords? Do your page titles contain keywords that reflect the relevant topic?
  • Focus on writing content for humans and less for search engines.

Social Media

Now that you have gotten through the fundamentals, it’s time to discuss how to get promoting your content, site and blog on social media platforms.

Most of you are familiar with social media sites like Facebook, Linkedin, Youtube and Google Plus. When dealing with social media, you have to understand that it is a must-have component of an effective web strategy.

So, invest in it wisely, take your time getting your feet wet and just start off with a few accounts and keep in mind that you are in this for the long haul–there is no quick fix here.

Clearly define your social media marketing objectives and in-house policies so that you know precisely how you’re going to be interacting with social media.

Here are a few items to help you determine if that’s the case:

Do you have someone in your company who will be devoted to at least 20 hours a week of social media community management activities? You have engaged a social media agency to help you with your first few months. Do you have someone trained to take over the role of social media manager in your organization and will the agency train them?

Pay-per-click (PPC)

We leave paid search to last here because if your foundation is not solid and you don’t have enough site content and social signals out there, PPC may causes you issues if you don’t have the resources to support the traffic that will come from it. Also, you are paying for people to come to your site to take an action. If you have not set-up the right landing pages for these visitors, you could be burning through cash needlessly.

We’ll be giving internet marketing tips, strategies and tactics to keep you ahead in the growing world of web strategy as this category grows.