Remember when your mom told you to eat your vegetables? She was giving you more than just good nutritional advice; she was offering a blueprint for managing a balanced web strategy. In a world dominated by Twitter, Facebook, blogs, and forums, it’s tempting to dive straight into social media and SEO tricks. But without a solid foundation, these efforts can fall flat. The Web Strategy Pyramid, inspired by the FDA’s Food Pyramid, helps ensure a comprehensive and effective approach to your online presence.
The Web Strategy Pyramid
Content: The Foundation
“Content is king” might be a cliché, but it’s true. You can have the best ads, the most Twitter followers, and the coolest design, but without valuable content, none of it will stick. Quality content is the fuel for all your other efforts. It’s what makes people tweet about your site or hit that Facebook Like button.
- User-Friendly Language: Avoid jargon and use terms your audience understands.
- Web-Specific Writing: Create content in short, digestible chunks tailored for online reading.
- Unique Perspective: Offer a distinctive viewpoint that sparks discussion and shares.
Before moving up the pyramid, ensure your content is engaging, relevant, and written with your users in mind. Great content is the bedrock of a successful web strategy.
Usability/Design: The Structure
Even the best content won’t matter if users can’t find it. Poor navigation, distracting graphics, and complex interfaces can destroy your chances of converting visitors into customers or followers.
- Usability Testing: Utilize tools like Adobe Connect for screen capture and feedback, or simpler methods like paper mockups with coworkers.
- Navigation Simplicity: Ensure users can easily find what they’re looking for.
- Feedback Tools: Tools like Usabilla provide detailed interface feedback through surveys and heat maps.
Usability doesn’t have to be expensive. Basic testing and user feedback can put you ahead of competitors who neglect this crucial step.
SEO: Building Visibility
SEO might not be at the bottom of the pyramid, but it’s still essential. Effective SEO starts with great content. Instead of searching for the “secret” to high rankings, focus on creating relevant content that meets your users’ needs.
- Keyword Usage: Incorporate keywords naturally within your content.
- Effective Headings: Use H1, H2, and H3 tags with keywords.
- User-Centric Writing: Prioritize content that satisfies users over search engines.
Good SEO practices are built on a foundation of strong content. When your site is written for users, search engines will follow.
Social Media: Amplifying Your Reach
Now for the “good stuff.” Social media can amplify your reach, but only if you’ve established a strong foundation. Many companies jump into social media without a clear strategy, leading to wasted effort and resources.
- Long-Term Strategy: Define your target audience, purpose, and goals.
- Dedicated Management: Ensure social media is a primary focus for someone on your team, not an afterthought.
- Agency Involvement: Consider the long-term impact of using PR or advertising agencies for social media.
Successful social media efforts require consistency, engagement, and a clear strategy. It’s not just about being present; it’s about being purposeful.
Pay-Per-Click (PPC): The Finishing Touch
PPC can be an effective way to drive traffic, but it should be the last step after establishing your content, usability, SEO, and social media strategies.
- Maximize ROI: Ensure your site is ready to convert visitors before spending on PPC.
- Business Needs: Depending on your business, PPC might play a significant role, but it should complement your other efforts, not replace them.
A Few Final Thoughts
Your specific needs might shift the pyramid’s layers, but the core principle remains: take care of the basics first. Don’t let the allure of “dessert” divert your attention from foundational elements. A balanced web strategy built on solid content, usability, SEO, social media, and PPC will set you up for long-term success. Your users—and your bottom line—will thank you.
