Brand and strategy
Positioning, brand architecture and audiences as the basis for your website, with a plan for priorities, effort and technology.
19 topics in brand and strategy
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Digital brand positioning
What the brand stands for and how it stands apart online.
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Digital brand architecture
How the parent brand, products and offers relate to each other on the website.
Analysis and goals, 6 topics
- Digital strategy workshop In a digital strategy workshop, management, marketing and IT agree on goals, priorities and next steps.
- Online competitor analysis Online competitor analysis shows how your competitors position themselves online and where gaps remain for your own website.
- Audience research and personas Audience research shows who uses your website and what questions they bring. The findings are captured in evidence-based personas.
- Customer journey mapping Customer journey mapping shows where customers hit gaps between your website, sales and service teams.
- Product-market fit consulting Product-market fit consulting uses interviews, prototypes and usage data to test whether your product solves a real problem, before you invest in growth.
- Business Model Canvas for digital projects The Business Model Canvas shows whether a digital product can pay for itself before development starts.
Planning and roadmap, 7 topics
- Creating a digital roadmap A digital roadmap sets out which initiatives come first and which can wait. It weighs value, dependencies and budget.
- Platform strategy A platform strategy settles, before development starts, whether a website, web app, native app, marketplace or SaaS product fits your business model.
- Multichannel strategy A multichannel strategy gives your website, newsletter, social media and ads a clear job each. Shared measurement shows what each channel contributes.
- MVP strategy for start-ups An MVP strategy tests at low cost whether customers will use and pay for a digital product. The architecture is designed for later growth.
- Software selection and advice Vendor-independent software selection compares CMS platforms and portals by requirements, total cost, risk and operating effort.
- OKRs and KPIs for web projects OKRs and KPIs show whether your website or portal meets its goals. Budget decisions can then rest on evidence.
- Planning conversion funnels A conversion funnel shows the stage at which prospects drop out before they enquire. That is where improvements start.
Brand and growth, 6 topics
- Digital brand positioning Digital brand positioning defines what your brand stands for online and how visitors can tell.
- Digital brand architecture Digital brand architecture organises your umbrella brand, sub-brands and microsites so that users and search engines understand them.
- Developing a content strategy A content strategy decides which content serves which goal and who keeps it up to date. Your pages then get found and stay current.
- Online growth strategy An online growth strategy shows which channels, audiences and offerings can grow your business profitably online.
- Communicating digital change Change communication makes sure teams actually use a new CMS, portal or intranet after launch.
- Retainer consulting A retainer covers ongoing advice and delivery through a fixed monthly allowance, with the same contacts and a predictable budget.