Is your web strategy driven by the need to increase traffic volume or traffic relevance? Depending on what you want your website to do for you, you will need to do one or both of these things. But if you need a specific type of visitor to your web pages, you could be wasting valuable time, money and resources by trying to get them through sheer increase in volume. Gone are the days when simply having a website was an end in itself. Websites are moving feasts which need strategic thinking to ensure their ongoing effectiveness. You need to get to know your customers and your audience and understand their online behaviour and activities. You need to know what other sites they are using and what forms of social media they use and how they engage online. You need to understand what they want from your site and make sure you deliver it. If you are looking for a specific type of customer then a one-size-fits-all approach is not going to work. Your site needs to appeal to and be tailored to the needs of your target user. You could invest in link building to boost the relevance and credibility of your site and to ensure that your ideal prospects find you easily when online. You need to be linked up to all the right forms of social media and build up reciprocal linking opportunities with other sites your prospects visit. Ideally, you want your current customers and site visitors to be sharing and forwarding your site's content and details. However, for this to happen the site has to be accessible in the right format and visible through the right connections. The content has to be unique and relevant and it must resonate with users. If you are missing these skills in your organisation or your current marketing team, then it might be worth looking to marketing recruitment agencies in Birmingham to get an idea of the talent available. Good marketing recruitment agencies in Birmingham will be able to advise on the most appropriate role profiles and what skills and experience you should be looking for in your new recruits to ensure a successful implementation of your web strategy. You may need additional design and technical support if the site was built in-house to make it responsive to the many mobile devices it can be accessed through. You may need content developers to boost the quality of your site or you may just need support to co-ordinate the work of third-party developers.