Web Communication Strategy

The term “web presence” refers to all the channels and tools that your company or organisation uses online for communication with your target groups. Individual parts of the presence should be coordinated and connected with each other, as well as with other activities. We can ensure this by preparing a web communication strategy.

How we work

When preparing the strategy, we need as much information as possible from our clients, since a quality strategy can only be prepared if we are familiar with your industry, target groups, existing activities and processes. This analytical approach brings us to an optimum selection of channels with which to solve our task. An integral part of this strategy is management planning with suggested channels and analytics planning. We are well aware that the internet is only a part of the communication network, so any good web strategy must be closely connected with the client’s other (e.g. offline) communication and other activities.

A web presence strategy comprises a combination of different communication channels:

  • websites (company, individual products, specific activities or target groups),
  • web communication campaigns (traditional web advertising with advertisement banners, SEM – search engine marketing, lease of keywords, etc.),
  • direct (e-mail) marketing,
  • involvement in online communities,
  • PR 2.0 or digital PR,
  • online games and multimedia contents.

Typical mistakes that can be avoided by careful planning:

  • unnecessary duplicates of certain tools and contents,
  • building client databases for purposes that are too limited, different unconnected client/buyer/user databases,
  • web advertising without suitable landing pages,
  • websites that are based on a company’s internal vision, rather than anticipating and fulfilling visitors’ expectations,
  • use of “modern” channels that are unsuitable for the requested purpose or target group,
  • planning to establish individual tools without planning further activities,
  • insufficient use of contents and other resources already available at the company,
  • web channels that are not connected to other activities.

Website Analysis and Planning

Planning is an integral part of every web project. Extensive projects require detailed planning and are usually carried out in two independent stages:

  1. analysis and planning,
  2. implementation (design, programming, preparing contents, technical implementation, etc.).

These stages require different expertise and their contents are not related, so they could be carried out by different contractors. In that case, detailed planning is even more important.

At Creatim, in the analysis and planning stage, we carefully study the client's goals and demands, existing situation (communication, processes, etc.) and trends in the field. Based on this, we prepare a plan for the website, which contains:

  • a rough outline of website contents (navigation / site map),
  • a structure (wireframes) of individual pages,
  • descriptions of the operation of individual interactive tools,
  • a detailed list of contents with sources and authors.

By agreement with clients, we can also prepare a more detailed specification of the website’s technical requirements. Thanks to our experience and familiarity with material, we sometimes also come up with design solutions in the planning stage.

This type of detailed website plan forms the basis for a tender for the implementation stage of the project.