Many Corporate Web sites are developed before the owning organization has signed off on a Corporate Web Strategy, which should act as the governing document for all Internet-driven initiatives.

If Web development isn’t driven by an alignment of sustainable technology, user-driven content and business-driven goals, the corporate Web presence will either fail to meet your business goals, be troubled by expensive technology challenges or simply alienate your core users.

The strategic objectives of a solid Corporate Web Strategy are found at the confluence of:

1. Business and strategic goals: Does the Web site support and/or advance your core business objectives or the objectives of one of your strategic initiatives?

2. Targeted core users: Does your Web site attract, engage and retain the kind of users you want to attract? (e.g. for client support, conversion, marketing, etc). Is it providing the level of customer service they expect?  Do your Web analytics support these assumptions?

3. Enabling technology that is integrated, sustainable and scalable:  Are your technology infrastructure and IT support staff capable of delivering what you want to deliver online? Can the costs of IT development and maintenance be justified by what you’re achieving in objectives #1 and #2 above?

If all your Web objectives fall within the overlap of the three objectives above, your Corporate Web Strategy is sound because it’s meeting your technology requirements, satisfying your online clients, and above all, working in sync with your short-term and long-term business goals. 

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