Web strategy is something that usually comes as an after thought. As a small business it is likely that you feel that just building your website is a key milestone. Really it is like saying, build it and they will come. However they won't just come. The web strategy should be your starting point.
Understanding your customers
Knowing their pain points
Speaking to them in terms they understand
Packaging your offering clearly
Looking at your content and what you want your ideal customer to do on each page
Ensuring you have good SEO (search engine optimisation)
These are just a few ideas. Bluewire Media have a great web strategy template that is worth a look and a recording that helps you understand how to build an awesome web strategy.
About: Dan is a customer centric marketer and the owner of MacInnis Marketing a company that creates sales and marketing systems to attract customers and employees to companies that they love.