Web Effectiveness Blog

Understanding your business goals will help you translate them into effective online goals. Now this doesn’t necessarily mean you take all of your business goals to create your online objective, because frankly, they’re not all relevant online.  What you’re after is a set of online goals aligned with your user's needs, NOT your internal politics – these will also support key business objectives. Now, combine these online goals with your brand experience and you have the makings of a differentiated way to execute your online tactics.

For instance, a common business goal for a university is to increase admissions. On the Web there are several ways this gets done. For instance, virtually every college Websites provides prospective students with the basic information they need to make a decision and apply. But once you get beyond the standard information – admissions, financial aid, schools, programs and majors, a way to apply – what do you to make a significant difference in the site visitor’s experience. This is where the branding comes into play.  It’s where being a world-renowned institution leading the way in research and innovation or your intimate campus with personalized attention needs to carve the way in which your online goals are met. Do you showcase the latest in online tools and technology or do you make the most of positive student experiences from a smaller community?

In the end, connecting everything you do and create online back to your business objectives and brand is a sure way to validate your work. This is especially true during the beginning stages of any Web initiative. After all, if it doesn’t support your objectives and brand, then why on earth is it on your site?

If you'd like some additional guidance on using the Web for delivering more business value, stay tuned – or click here to schedule a Web effectiveness session where we can help you align your Web strategy and business goals.