Web Strategy Audit
The Web Audit - answers to your questions.
What is it?
Why do I need one?
What are the benefits to my business?
How is it conducted?
How will it improve my bottom line?
Why can't I do it myself?
What if don't have a Web strategy?
What is it?
A systematic appraisal of your company's Web strategy that analyses
its effectiveness, specifies how it should be changed and details
the actions to improve its success.
No, it is just another report to put on the shelf.
It will result in a document, probably a presentation, but that
is of secondary importance. The process of conducting the audit
will ensure that your company really considers the best way
of using the Web, the type of resources you require and what
your organisation must do to make theory becomes a reality.
Why do I need one?
The Web strategy is the foundation upon which all other Internet
investments are based. If it is wrong, ill defined or impractical
then at best you waste money at worst you suffer competitive
disadvantage.
It doesn't matter how good your Web site is or how well you
use e-mail to target your customers. If the basics of the strategy
are flawed you will fail.
Your Web strategy may have been perfectly crafted to satisfy
the business objectives and the dynamics of the market at the
time of its creation. If your market and business objectives
have evolved then so should your Web strategy.
What are the benefits to my business?
A Web strategy audit results in three business benefits.
Firstly, you improve the effectiveness of your Web related expenditure.
Put simply you get more 'bang for your buck'.
Secondly, you reduce the risk of problems resulting from organisation
and resource problems. Most business structures date back to
the pre-Web era. Very few of them have adapted to really use
the power of the technology.
Finally, the process of conducting the audit results in management
and staff becoming involved and committed to a common vision
of using the Web. By focusing management's attention on the
question 'are we using the Web to the best advantage' generates
the momentum and commitment to ensure that change occurs.
How is it conducted?
The starting point is to understand why you are using the Web
in the way you do, what business goals you seeking to achieve
and how well your targets are being met.
We will assess if the assumptions upon which your strategy is
based are still correct and how they should change. We will
research how your direct and indirect competitors are using
the Web and how your industry is likely to evolve in its use
of the technology.
We will look within your company at how you decide and manage
your Web site developments. We will benchmark each part of your
Web activities against 'industry best practice'.
Finally, we combine these inputs with our knowledge and experience
and then work with you to create the plans upon which you can
base your future Web investments.
How will it improve my bottom line?
The whole reason for your Web site is to increase revenue or
reduce costs - simple as that! Most companies waste at least
50% of the business opportunity from the visitors to their Web
sites. The first thing we do is to minimise this waste.
There are two ways we can help you reduce costs. Firstly, we
will advise you how to minimise the day to day costs of operating
your Web site be ensuring you are using the best suppliers and
organising your staff in the most efficient manner
Secondly, we will advise how you can use the site to reduce
the costs in other parts of your company. We will make sure
you using the Web to cut the costs in all parts of your business
and in particular sales support, marketing collateral and lead
generation.
Why can't I do it myself?
It is not easy to audit your own Web strategy. Have you got
the time, knowledge and experience? Can you really take an objective
view of your own strategy? Doing it yourself is better than
not doing it all but we are arrogant enough to think we can
it a lot better.
What happens if we don't have a Web strategy?
There are some good excuses for not having a Web strategy, and
we have heard them all. 'The technology is changing to fast
to plan', 'it is easier to try a lot of things and to see what
works', 'most strategy documents are never read once they are
produced' etc etc.
There is one simple and compelling reason why you should create
and regularly re-evaluate your Web strategy. You will be more
successful than companies that don't.
