Why do you want an online presence? Whatever your answer is, that is a strategy. Strategy isn't one of the most popular exercises of any project, but a basic site strategy needs to be a priority.  Knowing where you want to achieve online and having a clear road map will ensure both human and financial resources are focused on the goal and utilized wisely. If you have a strategy in place at the launch (or relaunch) of your site, you typically incur a cost 1x. If your strategy is delayed until development, you will typically incur costs 10x. If your strategy is delayed until launch, you will typically incur costs 100x and you will be starting over. An early strategy, and documenting it, is critical to keeping expectations on-track.

Strategy helps focus work, contain the scope, direct the content creation process, provide tactical direction to information architects and ensure efficient use of human and financial resources. It becomes the tool to keep the team focused on achieving the desired outcome(s) for the long term.

This owner’s manual becomes the documentation tool that, regardless of the succession of strategies or Webmasters, ensures your site’s integrity (mission, design, functionality, and content focus) will not be compromised or corrupted. With this manual, anyone can quickly understand your site’s administration and easily track various expirations, costs, and outsourced services.