A web strategy is a long term strategic business plan indicating how to create and develop a company’s online presence adhering to the business development strategy. Depending on the business maturity, immediate needs, and long-term goals, the programme should yield different results. E.g. if the business is only starting to tap into the online space, then the web strategy programme will outline how the business should position itself online, what online media it should use to spread its message, how it should communicate with the customers, what services and products it should provide online, and what supporting infrastructure for the online operation should be in place.
A web strategy is created by a highly skilled business professional, the web strategist, who is knowledgeable in online trends, business, design, user experience and technology concepts and principles.