Some businesses are more complex than others. For regular businesses that have a simple objective, such as generating a lead for a appointment, then there isn’t that much strategy required. It’s not really a mystery what the person on the site is looking for and what their next step should be. But for larger, more technical or more B2B
oriented companies the customer lifecycle can be much more complex. In those cases there needs to be a strategic element to understand who your various user types are and where they are on their buying journey when they come to the website. This type of high-level strategy is more complex and requires more time and greater expertise in the process.