A pet peeve of mine since a long time has been Indian companies developing websites without formulating a coherent web strategy. Websites are built around products, a design element such as a logo or a managers idea of what the website should be. There is no attention to past or future strategy of the company. Essentially the site is created in a vacuum.
The web strategist can connect your web project to multiple threads of online marketing streams available and also align the website with company goals and vision.
The website works for your business and with your business instead of just sitting there doing nothing. The website is more interconnected with your business and with your other marketing initiatives. It goes from a passive marketing tool to an aggressive marketing tool.
Creating online strategy requires a complete knowlege of all available tools for internet marketing along with experience in putting them together and using them effectively. It involves a combination of technical knowhow and marketing savvy which most marketing executives do not have. Hence a web strategist.
Most good web design companies (including ours) are led by good strategists who will advise and guide you on the right strategy. You do not need an out of town consultant for that. But yes, companies that include strategy as part of their service mix will charge you more than an average joe web designer. However the additional costs are more than made up in terms of results and time / money saved in other areas.
No business should build a website without a good strategy in place which encompasses design, seo, mailing, sms, social media and many more online marketing options available to the modern web design company.
Cheers,
Ron
