Brand Strategy

Most successful sites have a well defined brand strategy, both online and offline. Do you?
What does your brand stand for? What exactly do you deliver? For example: Zappos – Delivering Happiness, FedEx – Delivers overnight… What do you deliver?

Google – the machine that indexes your site.The maching indexes your site as a collection of pages, not a book that gets read cover to cover. How does each page answer a particular query?

People – the real live human beings who discover and navigate your site. Don’t make people think to hard! Make the answers obvious and reduce friction.

Measure Success

What are you tracking?
How are you achieving your goals?
What does your customer journey look like?

Branding – how does the site delivery your brand message and support your long term vision? How well known is your brand, and what are you doing to promote it on your page?

Implementation

Take the numbers, and make decisions.

1. Diagnose the problem with your site – How does the machine view the page? How do real users view the page? How is your brand message delivered?
2. Prescribe a solution to your problem. – Taking into account what you are measuring for success, how do we accomplish your goals?
3. Implement the solution.
4. Measure the results.
5. Make improvements.
6. Repeat.