Creating the website digital playbook
Managing a successful website is much like managing a championship-winning football team.
Every aspect of the site must work in harmony, just as every player on a team must perform their role effectively to ensure the team ranks high in its division and wins trophies.
As Paul Boag, a digital User Behaviour Specialist, aptly puts it, building and running a successful website requires a Digital Playbook.
But what exactly is a Digital Playbook?
It’s a comprehensive guide, much like a football team’s strategy manual, outlining the tactics, approaches, and processes that a company should follow to create and maintain a high-performing website.
This concept isn’t new—take, for example, the UK Government’s Digital Service Manual, which has long served as a model for building user-centred digital services. However, thinking of this guide as a Digital Playbook makes the idea more relatable and engaging, particularly with its sports-related references.
When crafting your website strategy, the Digital Playbook can be as detailed and comprehensive as you need it to be. If you're just starting out in a lower division, you won't have the same resources as a top-tier team in the Premier League. Therefore, you must build a strategy that fits your current business level and scales up as you grow and advance through the ranks.
Why is a Digital Playbook website strategy plan essential?
Just like a football team sets clear goals and performance indicators for the season, a well-structured website strategy will help you build a site that’s primed to be a league winner.
Start by setting clear, achievable goals. Assemble a balanced squad of skilled individuals, much like hiring the best players you can afford for your team. However, don’t just focus on signing one star player and expect them to carry the entire team. Instead, spread talent throughout your lineup to ensure consistent performance. As your business progresses, you can strengthen your team by bringing in new talent during key moments, just like during a football transfer window.
When setting out to build a new website, following a clear strategy and process will ensure your site performs at its best. Just as in football, every role on your website team is crucial to success.
What is in a Digital Playbook website strategy plan?
Much like a football team, a website requires specialists in various roles, each contributing to the overall success. As the team owner, it’s your job to put the best players and staff in place to create a winning website.
Goalkeepers
In the world of web design, account handlers act like goalkeepers. They protect your business by ensuring you don’t lose leads to competitors. Just as a goalkeeper prevents the opposing team from scoring, account handlers work to keep your business ahead by securing and maintaining client relationships. If your business gains new leads only to lose them due to poor handling, it’s like letting in a goal every time you score.
Defenders
Your website’s defence comprises key components, each with unique skills. This could be your hosting server, the website platform (like WordPress or Joomla), plugins that add functionality, and, crucially, your site’s security measures. Just as defenders in football protect the goal, these elements work together to protect your website from downtime, poor performance, and security threats.
Midfielders
Midfielders are the playmakers, directing the flow of the game and setting up opportunities. On your website, these are your content creators and UX/UI designers. They generate compelling content, ensure seamless user experience, and guide users through your site’s key areas. Like a strong midfield, these elements ensure your website runs smoothly and effectively engages your audience.
Attackers
When the ball reaches the attackers, they need to score. On your website, this translates to strong calls to action (CTAs), compelling offers, and efficient conversion forms that turn visitors into customers. Your SEO strategists and social media managers are like the wingers, crossing the ball in from the flanks to create scoring opportunities. They drive traffic to your site, optimise it for search engines, and engage with your audience on social platforms, setting up the central attackers—your CTAs and conversion forms—to seal the deal. These elements are your website’s goal-scorers, driving sales, bookings, or leads and ensuring your business capitalises on the opportunities created by your midfielders and wingers.
Substitutes
Sometimes, you need specialists to step in and enhance your team’s performance. In web design, these are the photographers, copywriters, and specialist developers you call upon when needed. Just as substitutes can change the course of a game, these experts can bring additional value to your website when specific skills are required.
The Head Coach
The head coach is responsible for managing the players, ensuring they are fit and well-prepared, and setting the overall strategy. In your website team, this role is akin to the project manager or digital lead who oversees the entire process, from strategy development to execution. They ensure each team member performs their role effectively and that the overall strategy is implemented successfully.
Coaching Staff
Supporting the head coach are the coaching staff, who focus on specific areas of the team and provide feedback and analysis. In the context of your website, these might be data analysts, UX/UI designers, or marketing specialists who provide insights and recommendations to optimise performance. Their input helps the head coach make informed decisions, ensuring the website continually improves and remains competitive.
By following a Digital Playbook, much like a well-coached football team, your website will be well-equipped to perform at its highest potential, achieve its goals, and ultimately lead your business to victory.
Contact Wicko Design to discuss making your Digital Playbook!
