Step three in achieving your online goals is to execute your e-Strategy.
By now, you will have a clear picture of what your online goals are and it’s time to start implementing your plans. Your website developers will begin by building the design concepts. One of your key decisions will be to finalise the design of your home page and other internal pages of your website.
Then you will build the content of each page or section of your website. In the planning phase, you will have established three to five most important keywords for your website. Wherever possible, incorporate the selected keywords in the text. Keep the language of your website simple and easy to read.
Avoid cluttering the page with loads of information in an effort to include keywords on your home page. At the end of the day, it is the user who purchases your product/service not a search engine. Generating traffic is one thing but generating business is another. Some commonly made mistakes are to use black-hat SEO tactics such as stuffing keywords in small or hidden texts or having a doorway page to fetch the keyword driven traffic.
Once the design is finalised and HTMLs of your website developed, your site will start to take shape. Even after exhaustive planning, there may be modifications you will want to make as the site is being built. When making a small change in any functionality, consider the implications on the other related functions as all interactive functions of a website are generally inter-related. If you have planned to execute various online solutions in stages, remember to keep sight of the big picture. Work closely with your web-developer and don’t be afraid to provide constant feedback.
Implementing your e-Strategy may also include tasks such as creating an internet merchant account with your bank, upgrading your web-hosting package to suit your new website or changing your internal business processes.
If business growth is a part of your plan, there may be internal processes or business infrastructure which needs to be changed or refined to align with your newly defined goals. This could include increasing capacity to handle influx from the online market.
Implementing internal change to assist the implementation of the e-Strategy will depend on the culture of your organisation. Above all, the key to executing an effective e-Strategy is fluidity and adaptability between you as a client and your web developer.
Please feel free to contact me on firstname.lastname@example.org if you require any help with implementing your e-Strategy.