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The most common consulting service I offer is a Website Strategy Plan. A Web Strategy Plan is basically a business plan for the Internet. When consistently updated this plan can be used year after year and is a great way of quantifying accomplishments.
Web Strategy Plans are created on the basis of your specific needs but a common "table of contents" would be....
The primary reason to have a plan like this is that any site is only as strong as its weakest element. To have success online you must actively manage all the elements to make them work together.
- Goals
- Strategic – what is the point? How do we judge success?
- Practical – sales, conversion, and visitation targets
- Long Term – making progress over the long haul with trigger points (example: online videos when sales reach ____ per month). This becomes an idea bucket so nothing is dismissed, it is placed here for use later at the appropriate time.
- Design
- Define the look and feel, making a “mirror”
- Audience Analysis & Demographics
- MDR (most desired response) & SDR (secondary desired response)
- Usability
- Model Websites
- Content
- Site Map with purpose of each page
- Text Block List with bullet points
- Content creation plan
- Software and tool recommendations for practical day to day tasks
- Functionality
- Shopping Cart System
- Analytics System
- Email Marketing System
- List of future technologies and implementation plan
- Site Marketing
- Organics
- List of Words/ Desired Search Terms
- Search Engine Rank Analysis (your rank at every major engine for every term)
- Content Creation oriented towards rank
- Program of free submissions
- Appropriate Paid Inclusions and Paid Listings
- Management of BECAC (break even customer acquisition cost), also known as how to always buy online advertising that is profitable and measurable
- Email Marketing Plan
- Social Marketing Plan
- Offline Marketing, review materials to assure “match”
- Analysis
- Review of current systems for web stats tracking, implementation recommendations
- Development of “standard” reports for management, employees, and other interested parties
- How “stats” become a great customer provided to do list, closing the “loop”.
- Action Steps
- Creation of a prioritized Web “to do” list, including recommendations on which aspects could be carried out in-house and which aspects should be outsourced
Ongoing Services are available to people that purchase plans. Ongoing services require a minimum commitment of three months and have a maximum term of one year.
This is my most popular ongoing care service, it works very well for small Internet Entrepreneurs.
- Ongoing feedback on the degree to which actions correspond to stated goals.
- An average of at least one hour of phone conference time each month. (usually two 30 minute appointments)
- Available on as as needed basis for any problems or emergencies that may come up
Many folks look at this service as like having a part time director of E-Commerce - and I think that is a great way to feel about this. This is designed to support one person who may be working with an internal team at your company.
- Ongoing feedback as needed.
- An average of at least four hours of phone conference time each month. (usually weekly one hour appointments)
- Available on as as needed basis for any problems or emergencies that may come up
This is similar to ongoing care but it is designed to support multiple people within your organization.
- Ongoing feedback as needed.
- An average of at least six hours of appointment time each month. (usually weekly one hour appointments for you and weekly half hours for your team member)
- Written monthly reports
- Available on as as needed basis for any problems or emergencies that may come up
This level supports larger teams and allows for individual meetings with as many as four people. In addition I take responsibility for meeting your stated web goals and ask for the authority needed to make sure that happens.
- Ongoing feedback as needed.
- An average of at least twelve hours of appointment time each month.
- Written monthly reports
- Available on as as needed basis for any problems or emergencies that may come up
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