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Web Strategy: What It Is and Why We Need to Care

What clients expect of their (increasingly inaccurately defined) ‘web designer’ is a problem. A big one. ‘Web designer’ more often means a ‘web solution’ incorporating design, marketing, IA, UX design, development, Social Media strategy and implementation, mobile apps and/or interfaces and more. But there is another crucial, ill-defined area critical to the success of any web site: how does it fit with and benefit the client and their business? Is it more than simple marketing brochureware? Does it really work for the client, connecting their business units and customers in ways not previously possible, creating efficiencies and opportunities heretofore unimagined? Is it, dare I say - web strategy? We’ll explore what web strategy is, why it’s important and how we as an industry must help foster its growth.