Strategy is a key starting point for any website development project. Knowing who your audience is and what they want on your site is critical to maximizing the site’s potential. By writing down a comprehensive strategy before you get started, you build a foundation on which your site can grow. When beginning a website development project, we utilize a strategy worksheet built exclusively for DMOs to start the conversation. We then propose an initial strategy and review it with our clients, incorporating their knowledge and expertise to create a site that responds to their needs and goals.
Through an agile, Growth-Driven Design process, we collect all of the items you want to do to make your site better, then we prioritize them into an 80/20 action list based on your strategy and goals. The 80/20 analysis prioritizes working on 20% of the action items that bring 80% of the impact. After these items are prioritized, we can review the smaller list and break them into “must have” vs “nice to have.” If it’s a nice to have, we can put it back in the list and keep it there as an action item for the future. This allows us to get to work on the highest priority items first.
Every house needs a foundation—a website’s foundation is a launch pad. The launch pad is a base website that looks and performs better than the old site, but is by no means the final product. It’s a starting place to build on and optimize. For most DMOs, we feel that building a Launch Pad just doesn’t work. Condensing the site down to a few, most important pages, for a DMO is an almost impossible task. So our process is, for DMO websites, to create a strategy based on the action list and just get started making updates in a continual improvement model.
We tackle your action list “must haves” by working in continual two-week sprints. This helps you see results fast and allows us to measure the progress and success rate of smaller incremental changes to your website.
For example—let’s say that your action list includes an item to increase newsletter sign-ups by 20% over six weeks. We'll create a strategy to drive traffic to the sign-up page and convert visitors during a single two week sprint. Then, after the changes are live, we monitor the progress of the KPI to see what can be improved. From there, we refine the strategy and tactics in subsequent sprints. By continually learning and improving on action items, your website can function at optimum efficiency for your business and marketing needs at all times.