Achieving Web Presence Success Raising the Barr Weekly Memo: Issue No. 73

This week’s reflection point: “Can you help me with my web site?” is a question I am often asked. “You are already thinking about it completely wrong” is my usual answer.

The reason is that rather than start by thinking about your web site, I recommend you first define your business strategy and tactics, second, identify what your remarkable content looks like today and for the future, and only then should you focus on your web site. In essence, your web site represents one of the platforms to deliver value and engage with your clients among other important platforms.

Below is a visual I often use to illustrate how success is achieved on the web. It boils down to three components:

Strategy and Tactics – Identify what your business looks like today and for the future by defining who are your buyers, where they are located, what are their preferences, what are your offerings, and how will you reach and market to them.

Content – These are your articles, audio and video recordings, visuals and diagrams such as the one above, assessments, booklets, audio books, books, products and web copy. Your content should be remarkable and provocative to make you stand out in the crowd and get noticed.

Design – This includes a wow design, navigation and functionality to position you as a world-class individual and organization.

Notice in the visual above; the missing map illustrates a powerful design with remarkable content yet weak strategy and tactics.

The ugly book cover illustrates remarkable content with strong strategy and tactics yet a weak design.

The boring show illustrates remarkable content with strong strategy and tactics yet weak content.

Success is the intersection of all three components and where my best clients are.

This week’s tip: Use this as a diagnostic tool to determine where you are and where you need to improve.

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© Chad Barr 2014. All Rights Reserved.