Why you need a web strategy | Results-driven web design


When I started my business 15 years ago, I didn’t have any kind of strategy (except pay the mortgage on my new condo). I wanted the freedom to schedule my days, choose my clients, and I liked the prospect of earning more money. That was basically my strategy. And it worked for a while, because my former employer became my biggest client, and it was pretty easy to make a living as graphic designer back then. I was riding the wave of a strong economy and solid portfolio.

Today, I work in a much more competitive and globalized industry. And web strategy matters more than ever.

What is your strategy?

First, it’s important to take a step back.

Any kind of marketing strategy we do here is informed by our business strategy. Until I sat down and thought about what I wanted to focus on and who I wanted to sell to, coming up with my marketing strategy seemed impossible. My website sounded like every other graphic designer’s website. It said things like:

“We provide exceptional service” and “we are creative thinkers who follow a design process to deliver outstanding results.”

To prospects, it sounded like the same promises. I needed to figure this out!

The book that got me thinking was Blue Ocean Strategy. How could I make sure my services were clear and unmistakable? How could I present our services as the obvious choice?

I considered the following:

What I was best at + a need in the market + who I liked to work with the most.

Once this was clear, marketing became infinitely easier on my website.

This has paid off because now I am able to market more easily and generate a lot more inbound leads to my website.

So, marketing should be based on a solid business strategy. What are you best in the world at? Send me an email and let me know.


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