Once you’ve launched your site, you should continually review and improve the business strategy that drives how you build pages and select content. Every member of your Web stewardship team should be familiar with your strategy, which defines the business purpose, target audience, key tasks, calls to action and measurable goals of your site.
Team members responsible for stewarding your website need to understand the site’s main business objectives. Questions they should be able to answer include:
Understanding a site’s target audience is also critical to stewardship. Some points your team members should consider as they update content:
Website stewards also need to understand the tasks that users are coming to a site to perform. Are they trying to find information? To register for a class or event? Some questions about key tasks that can guide how you steward a website:
A “call to action” is an element on a page that prompts users to take a specific action. A common form of call to action is a link that says asks users to “Learn More” or take some other action. A few questions that can guide how your Web team structures calls to action on your site:
Lastly, you should establish measurable goals to assess the success of your site. Each member of your stewardship team should be familiar with these goals. Consider these questions:
· What measureable goals have you identified to help you analyze if the site is successful?
· How will you measure these? And how often?
· Have you reviewed your website statistics to determine how successful your website is? For information on how to track website performance through Google Analytics, visit the Learning to Use Analytics help page.