Strategic and Technological Foundation for Your Website

As we move further into the digital age, the website is increasingly becoming the face of every company. Regardless of whether you are selling any products, it will serve to be the next best thing to a storefront, catalog, brochure, business card, flyer, etc. In many cases, your customer will opt to replace all those things with your website. The website is the one place online where you control all the messaging and content. The best practices for conveying your brand’s message, your positioning, and the value your customers should rely on you for should be built into your website. As a result of our work together, we will have everything we need to make recommendations for the strategic and technological foundation for your website and the software you should have built into it.

Content is Key

Based on our strategic work, it is likely that we will recommend and plan your website to be built with a CMS or Content Management System. This will provide the structure and platform for updating features like:

  • A learning center,
  • blog articles,
  • product catalog,
  • reference for finding sales reps, wholesalers, dealers
  • Image galleries

A good and valuable website will deliver high quality and valuable content in a clean and efficient way and on a consistent basis. Click here to read our article on content creation strategy.

Lead Generation and Enablement

Click here to read our article on Lead Generation

  • Form submissions, and other methods of contact made available
  • Requests for quotes, Ecommerce functionality
  • anything that exchanges value for providing contact information and other information about their company,
  • Live chat functionality,
  • Landing pages.

Search Engine Optimization

At this juncture we will have prepared the formal SEO audit to guide us in the planning stages of your website and its content creation moving forward. Refer to our articles on SEO.

Click here to read about our SEO audit practice.


In our brand strategy workshop, we will have gone to great lengths to determine the most appropriate visual style of your brand to be in alignment with your goals. This visual style firmly rooted in brand strategy determined will be the guiding force for the design. We will make no compromises in its delivery when combined with the other assets brought together to create the whole. We will determine the strategic context for all of a website's design elements such as:

  • Logos
  • Graphics
  • Photos and Videos
  • Copy
  • Typography
  • Color
  • Layout and Composition
  • Interactions and Animations

Though, design will be instrumental in providing the cohesive visual message in alignment with our brand strategy and positioning, we will not be sacrificing functionality and user experience. All websites worth making are fully responsive - completely functional on all screen sizes and types, and all good websites are optimized for readability, usability, and speed.


The website will be the hub by which your entire customer engagement process hinges.

  • Company email addresses
  • Email Campaigns
  • Marketing Campaigns and automation software
  • CRM or Customer Relationship Management Integrations
  • Analytics

CRM or Customer Relationship Management Software

CRM tools are software that exists to organize and keep track of your company’s sales efforts and keep customer engagement consistent. Integrated with your website and communications efforts a CRM will keep your business development as efficient as possible. A CRM will be your venue for organizing contact records and content engagements for individual leads and customers:

  • Invoices
  • Quotations
  • Calls,
  • Emails synced and logged
  • meeting notes,
  • Data points of customer preferences, birthdays, favorite sports teams, etc.
  • What parts of your website they have visited and when
  • Built in ability to assign specific staff or salesmen to specific accounts

Marketing Automation Software

Marketing automation solutions allow companies to streamline, automate, and measure marketing tasks and workflows. Marketing Automation software are typically built into all-in-one CRM services and elements can be also be seen in some rubust Ecommerce platforms today. High quality marketing automation software, integrated with your website and CRM, allows you to

  • Easily deploy on-site lead generation devices
  • Analytics and lead intelligence
  • Manual and Automated email campaigns
  • Manual and Automated social media posts

Website Analytics

Google Analytics is a free and comprehensive platform that allows you to analyze website visitor data in depth. It is recommended to integrate into all websites we work with. Google analytics can be used to track and learn:

  • Traffic to website
  • Where it is coming from
  • What pages and types of content are attracting and engaging visitors.
  • What pages are visitors entering the site from out of backlinks and search engines.
  • How visitors are moving through your site and the paths they’re taking before they convert to leads

Google is always expanding their platforms and rolling out new features at alarming rates. A wealth of advantages and information can be gathered and by working with their tools. We will be working with a number of their other tools in our Search Engine Optimization and Competitor Research efforts.

Click here to read our article on competitor research.

Click here to read our article on the SEO audit we offer as part of our brand strategy process.

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