What your website strategy should look like in 2020

What your website strategy should look like in 2020

Having a fully functional and user friendly website design is key for brands and businesses. As the first month of 2020 comes to a close, we’re taking a look at some key elements you should consider in your website strategy.

Building a website has many moving parts and it’s crucial that you consider how your users will move through the pathways.

1. Your website’s purpose

What do you want your website to do? In other words, your priority is to determine the primary things you want people to do and achieve on your website.

These elements should all be connected to the greater goals you have for your website. For example, if your goal is to get people to read your original content then your actions should all be steps in the process towards getting someone to your blog or news section.

Above all, you should be thinking about the customer journey and the steps they will take to fulfill the goal you want to achieve. You will likely end up having multiple customer journeys that end at the same endpoint or different endpoints dependent on where you want them to go.

2. Website structure

You should also be considering planning out your website structure and figuring out how to ensure everything connects seamlessly. Therefore, your goal will be to create a structure that encourages users to move through it quickly and efficiently and get the information they need.

What do you need to think about in terms of structure?

  • How your navigation menu will work
  • The organisation of content
  • Pages that need to be created and what these pages are
  • Footer content

Considering your customer journey is crucial in this step. Think about what elements customers are immediately going to be looking for when hopping on your website. Are they looking for prices, self configuration tools or informative content?

3. Website pages

Above all, the customer journey should be at the forefront when curating the content for your website pages. On each page, you need to think through what information the user wants and needs, what their next step should be and how they are going to get there. To decide what to put on each page, you need to answer the following questions:

  • How did they get to the page?
  • Why did they need to come here?
  • Where should they be going next?
  • Are there clear indicators as to how they are going to get to the next step?

Most importantly, this is the part where call-to-actions need to be clear in order to move users through their journey.

4. Have you got videos?

If you’re a marketer you would know that video on a website is an absolute must nowadays. It’s well known that users tend to prefer consuming videos rather than written content and are more likely to be engaged for longer.

Some video ideas that could be incorporated into a website:

  • FAQ’s
  • About us/philosophy
  • Meet the team
  • Landing page videos
  • Testimonials
  • Product/ service videos
  • How are we different (competitor comparison)?

Check out Impact BND to see the ‘Selling 7′ videos that should be considered when curating your website content.

5. Technical setup and launch plan

What’s a great informative website without great functionality? It’s important to figure out what functionality needs you have and determine the best platform to manage your website that allows for them. Most importantly, your strategy and technology need to be supported and intertwined.

What to consider?

  • Integrations between tools
  • E-commerce support
  • Interactive functionality
  • Forms and data collection
  • Video hosting platforms
  • Database functionality
  • How does the layout look on mobile?

Building a strategy first will enable you to choose the technology that will ensure everything you want to achieve is possible.


In conclusion, there are so many things to consider when not only building a strategy but designing it as well. If you’re feeling lost, you need to go back to the one key element: customer journey. What do your users want, need and how are they going to get it?

Put yourself in the users shoes and consider every pathway they might take – this will give you the foundation for a functioning and user friendly website.

This content is derived from the number of sources listed below. VO Group does not take ownership of the content. Read more about website strategy or take a look at our previous blog

Impact BND 

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