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:
- What is the key purpose of the site?
- Is the site fulfilling its purpose?
- What key messages do we want the audience to walk away
- Is our audience getting those messages?
Understanding a site’s target audience is also critical to
stewardship. Some points your team members should consider as they
- Who are your most important audiences? Which mental
models does the site target?
- Are you writing and presenting content in a way that appeals to
- What are the needs of your key audiences, and are you meeting
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:
- What are the key tasks your users are coming to do?
- Will planned changes to the site make it easier to complete
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:
- How can you use calls to action to deepen a user’s
relationship to UB? Should you ask them to apply to a program, find
out more about a topic, or become a UB Believer?
- Are your calls to action clear?
- How often are the users clicking through and completing your
calls to action?
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:
measureable goals have you identified to help you analyze if the
site is successful?
will you measure these? And how often?
you reviewed your website statistics to determine how successful
your website is? For information on how to track website
performance through Google Analytics, visit this help page: Analytics