While facilitating a brainstorming session on a Web site rebuild, I was reminded of a broader and often-overlooked issue when Web sites are built. I found that the participants didn’t really have alignment as to the strategic purpose of their site. When facilitating with clients, I often have to step back and make sure that that the stakeholders agree as to the ultimate business purpose of their Web site.
While this might appear obvious, you’d be amazed at how often that individual stakeholders have completely different opinions on this subject. If stakeholders aren’t aligned on a basic agreement as to the purpose of the site and how to measure success, then your Web site project is off to a shaky start and it is unlikely to succeed.
In their excitement, a group will often go into a frenzy of “wish list” items and “features.” Establishing the strategic intent helps rein them in. After going back and reviewing the purpose of the site with the group, we were able to use the agreed upon purpose as a filter for site content and features. Upon review, as much as 40 or 50% of the supposed ‘requirements’ begin to fall away when compared to the intent of the site.
In addition, having a clear objective for the site allows you to prioritize features to help with costs and resource constraints.
Don’t let your Web site build jump to the tactical or technical without a clear understanding and agreement as to the strategic value and purpose of the site by the various stakeholders.
Are you clear on why you have a Web site?
What say you?
