In my point of view (I am working as web consultant / project manager) customers seem reluctant to pay attention to visioning. I consider visioning the most important part for creating a success story on the Web. This serie is one out of four stories (vision, visuals, technical, culture) in which I am exploring, what is behind of The Successful Site.

It is not difficult to understand why vision (business plan or marketing/communication plan) is so crusial factor for good outcome. Without guidance or compass it is hard to survive and find proper place A instead of B or even Z. In context of Web vision represent a starting point. It´s everything.

Unfortunately, it´s so common to notice that customers rely on too easily for technical solutions and platforms. They are trying to see these important parts as guardian angels that are capable to help them. But, you can´t compensate poor visioning for technical solution.

For example you aren´t able to make money with e-commerce if you haven´t proper plan to use these e-commerce platforms. In some cases, it´s waste of money to create websites in that way. I´ve seen customer who are totally lost.

Good ways to avoid problems described above is to stop and clarify your current position.

1. Identify what you are doing. Try to examine situations in which you see web solutions to help your business or marketing/communication at the moment. It´s a nice way to describe situations in concrete ways.
2. What kind of goals do you want to achieve in future? Do you to set up for services what will boost your business process? Are you looking for better customer service as well as wellbeing in your staff? These goals are essential because they are sorting out bad ideas
3. Hire a consultant or ask advices from other professional. They suppose to give your tips like by surveying your current services you can get ideas for concepting new.