Framework For Developing a Web Strategy

Our websites have the potential to be powerful tools for promoting our organizations. However, there are many challenges in bringing our sites to meet this potential. A successful web program requires alignment of an organization’s websites with business goals. It can be challenging to bring together stakeholders from administration, marketing, IT, academics, research, and others to agree on the priorities for our sites. As a result, academic websites are often less effective than they could be.

One way to address this challenge is to bring together the groups involved in producing your organization’s website and develop a strategy for web.

This framework is a template for evaluating and managing web programs within organizations in The Texas A&M System. Each organization is unique; copy this framework and customize for your needs!

Developing a web strategy

1. Establish a strategy that supports the business goals of your organization
   1. Set high-level goals
   2. Establish standards and goals for your web presence
   3. Define roles and responsibilities
   4. Define processes
      1. Process for developing a new website
      2. Project management: Process for TAC 216 compliant project management
      3. Checklist for launching a new website
   5. Document guidelines and best practices (Most resources from across the A&M System)
      1. Web design style guide
      2. Web content style guide including voice and tone
      3. Social media guidelines
      4. Web video guidelines
      5. Accessibility guidelines
      6. Image usage
      7. Writing for the web
2. Establish a team for oversight and feedback
   1. Template: Web governance team – team plan
3. Plan for recurring measurement and evaluation
   1. Template: Site report card
   2. Template: Quick usability study