This masterclass explores how website strategy is evolving as AI, changing search behaviour and shifting customer expectations reshape the role of the website. As journeys become less linear and audiences discover content in different ways, organisations need websites that support visibility, trust and commercial performance.
The course focuses on managing the website as a core business asset. It covers how to assess performance, identify where value is created and prioritise improvements across content, user experience, structure and measurement. It also considers how analytics and AI can support faster review, better decisions and a more iterative approach to website management.
For marketers responsible for the strategic direction, performance or evolution of their organisation’s website. Ideal for those shaping website strategy, reviewing how changing search behaviour and AI are affecting website performance, or working across teams to strengthen content, journeys and long-term website effectiveness.
- Evaluate how AI, search behaviour and user expectations are reshaping website strategy
- Assess which audiences, journeys and content create the greatest strategic value
- Position the website as a trusted source of truth within the digital ecosystem
- Determine how content strategy should adapt for users and AI discovery
- Strengthen message discipline and content quality across the website
- Use analytics and AI to support strategic review and prioritisation
- Assess customer journeys beyond a linear funnel model
- Prioritise high-impact opportunities for improvement and investment
- Apply a more iterative, product-based approach to website management
- Evaluate the capabilities needed for more effective website strategy and optimisation
Speak to one of our specialist learning advisers about making a group booking and discuss how your business can work with CIM to achieve your marketing goals
Call us on +44(0)1628 427 360
Really enjoyed the course - it made me realise the importance of UX throughout the whole project and made me think about aspects I hadn't considered. I liked the different examples as this helped bring the subject to life.
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Speak to one of our expert learning advisers to understand more about this course, how it fits into your CIM learning journey and how we can help you with group bookings.
Phone: +44 (0)1628 427 360
Email: training@cim.co.uk
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