A successful website strategy goes beyond a sharp design. A good strategy helps your organization meet its goals. With the right approach, your website can change from a cost center to a business growth contributor. It can also secure resources to keep your website humming at full speed. When you show the people who control your budget how the website helps achieve business initiatives, they’ll view it as an asset.
A Website Strategy Begins With Goal Setting
Begin by setting website goals that are aligned with your overall business strategy. Then measure your progress and make refinements to improve outcomes. If you don’t monitor and refine, chances are high that you won’t meet your goals.
Case Study of a Successful Website Strategy
Are you curious if developing a website strategy is worth your time? Julie Lindsay, the manager of eHealth at Sisters of Charity of Leavenworth Health System (SCLHS), feels that it is. Let’s take a look at how she got positive results from her strategies.
Before joining SCLHS, Julie was tasked with using Centura Health’s website to contribute to the hospital’s initiative of improving its stroke network for patients, physicians and Emergency Medical Service (ambulance) providers.
The stroke network director introduced the program to the Emergency Medical Service (EMS) providers and then sent them back to the website for education, resources and communication. Because all activity occurred on the website, Julie was able to track EMS participation and compare that with patient care results. Feedback was then given to EMS providers to make improvements. She had amazing results. Collaboration among caregivers improved and so did patient care! Not only did this tactic contribute to the success of the stroke network, but it probably saved many lives.
How to Secure Resources for Your Website
Having inadequate website resources is a common dilemma for many marketers. However, with patience and a good website strategy, you can get the assistance you need. We’ll review Julie’s current crusade because it involves creating short-term goals to gain more website support.
After receiving consistent feedback from her customers, Julie wanted to bring online patient scheduling to SCLHS. When she embarked on this campaign, Julie faced two obstacles that made this an expensive proposition. The website couldn’t be integrated with the electronic medical record system, and there was no central scheduling department in the healthcare system.
Julie came up with a short-term solution to get resources for her long-term goal of integrated online scheduling. A modified online appointment scheduler will be launched first. After it’s live, usage and appointment setting success rates will then be tracked. Julie will use these two metrics as ammunition to land more resources so she can expand and improve this offering to her patients.
Develop a Website Strategy That Will Improve Your Business
With foresight and planning, you can develop a website strategy that will enhance your business. Create a website plan that contributes to your business goals. Then measure and fine-tune your plan so you increase success rates. Beginning with easier short-term campaigns can provide the proof to convince others in your organization that investing in your website is a wise move.