Future proof web criteria

Recently we highlighted the importance of the web in your marketing and service mix. We also gave you an insight into the basic process of planning, design, and development. Of course, as a serious addition to your business, your web asset will require much more than that.

Continuing on from last week’s article we’re going to help you with selection criteria for future proofing your online presence. Wikipedia eloquently states

“The phrase future proofing describes the elusive process of trying to anticipate future developments, so that action can be taken to minimize possible negative consequences, and to seize opportunities.”

The web and web technologies are ever changing; always evolving. Amusingly for those of us in the industry it seems as if the only constant is change. Consumer behaviour changes in part as a response to emerging technologies. We adopt new ways of doing everyday things. What may once have been a geek’s playground indeed tends to become a common tool or product that even your granny knows about. Take YouTube and Facebook for example.

Evolutionary trends and fads aside, your investment must generate return. You should expect a clear and tangible gain in efficiency, improvement in service, or measured exposure of your brand or initiative on an ongoing basis. Old hat measures of site traffic are not much more than a pat on the back telling you something is happening…. but what? Did you plan clear and measurable goals to deliver return on investment? Do you report on these at regular intervals and plan actions to tweak or change the course of your digital strategy accordingly? Were you encouraged to seek out integration points in your traditional business when you built your web asset? Did you integrate knowledge of your current user behaviour and determine how to keep an eye on shifting needs?

Diagram of various web criteria

Why have I raised these issues now you ask? This is a selection criteria piece, not crystal ball gazing or a rant about performance. But is it? If we look at the obvious criteria such as your supplier having: a rapport with your industry needs, a commercially sensitive design team, and a flexible but robust development approach – what are we left with? Quite a lot actually!

Considering the above issues, you’re going to need access to a proven methodology for planning success, an intuitive approach to user needs analysis, ongoing support by someone who ‘gets it’, proactive encouragement to understand emerging technologies, targeted digital marketing assistance, performance monitoring, and auditing of site structure and content strategies. On top of this you’re going to need to work with someone that not only ‘looks forward’ but ‘leans forward’.

Consider innovation in the context of the ever changing landscape of the online world – it’s hard work. Innovation in our view should be a part of the supplier’s culture. Innovation should be something ingrained in their every move; planning for the future whilst also creating it.

Do you now think differently about the selection criteria of your new project or existing web asset? I hope so. Don’t forget your budget will need to be reflective of the ongoing nature of the investment too.