Many times when a new client comes to me for e-business strategy consulting, I ask them a few seemingly simple questions: "Who are your markets? What do they want from you?" and "What do you want from them?"
Sounds easy enough. But often, there are visitors to your Web site that may be different from your traditional customers - and sometimes, you either currently offer or could create new products or services that they'd buy.
Thinking through all the possible audiences for your site, and all the ways in which you might interact with them is really crucial in creating your Web strategy.
Then, so is knowing who you expect to be looking at each page of your site, and what you want them to do. This might include requesting a catalog, asking for technical support, signing up for a newsletter, etc. Include clear text links and invitations to the visitor - and make it really easy for them to contact you.
Too many pages online provide great content, and then just tail off into nothing. Don't let yours be among them!
