Proposal · RFP v2.1
2. Project objectives
Chrysal Website 2027 · Extended draft · 19 October 2026
RFP-hoofdstuk 02
Goals that provide direction
Goals should not just exist on paper. We translate the strategic session and customer journeys into practical documents: a measurement plan in Google Analytics, an SEO/GEO content calendar, cross-media channel advice and concrete actions on the website.
Our response & approach
In brief
Goals that do not just exist on paper.
Goals do not have to exist only on paper. In this phase, we translate what we bring to light in the strategic session and the customer journeys into practical documents that Chrysal can use to steer, measure and adjust.
From strategy to measurement plan
We translate the strategic principles and the eight RFP goals into a measurement plan. For each goal, we record the associated KPI, the target we aim for and the behaviour on the website that contributes to it.
We also actually implement that measurement plan in Google Analytics. Events, conversions and reports align with the target groups and customer journeys, so that after launch Chrysal can see whether targets are being met and where adjustments are needed.
From customer journey to SEO/GEO content calendar
For each customer journey, we determine which questions visitors ask and which content is needed to answer them. We translate this into an SEO/GEO content calendar: which content contributes to better findability in Google and in AI answers, in which order and with which owner.
Cross-media channel advice
The website does not stand alone. We advise on the use of cross-media channels, such as newsletters, social media and campaigns, and connect them in a broader calendar. This way, channels guide visitors to the right route on the website, rather than to a general homepage.
From goal to action on the website
Finally, we translate the goals and customer journeys into concrete actions on the website: calls-to-action, forms, downloads and contact moments that must be available for each target group. These actions give practical shape to the customer journey and are directly linked to the measurement plan, so that every important step is measurable.
Translating goals into behaviour
We translate the eight project objectives into testable behaviour and concrete deliverables. This prevents the strategy from existing only in a presentation. The objectives guide choices during design and development and form the framework for evaluation after launch.
| Objective | Translation into the website | Evidence at delivery or evaluation |
|---|---|---|
| Represent Chrysal’s future direction | Solution pages connect products with expertise, services and evidence. | A visitor can recognise an integrated proposition and the associated support. |
| Serve current + future business | One extensible model for flower care, potted plants and selected fruit applications. | A new domain can be set up using existing content types and components. |
| Make expertise discoverable | Technical SEO, question-driven knowledge, source attribution and coherent entities. | A crawl check, content check and SEO/GEO baseline measurement are available. |
| Help customers solve relevant challenges | Relevant routes from questions to knowledge, evidence, solutions and help. | The six priority journeys have been tested with representative tasks. |
| Create commercial value | Contact, advice, samples where appropriate and qualification based on need and market. | Forms reach the right recipient; conversions have been technically validated. |
| Elevate the brand experience | A recognisable digital translation of the brand with human imagery and compelling evidence. | A responsive design system with example pages has been approved. |
| Improve editorial independence | Editors manage pages and local variants within design rules. | After training, editors independently carry out agreed publishing tasks. |
| Create a scalable foundation | Structured content, documented interfaces and manageable dependencies. | An architecture document shows how a market, proposition or webshop is added. |
Baseline measurement and target values
During discovery, we establish the baseline values and target values for the first three and six months. For commercial objectives, this also requires feedback from sales. Without a reliable baseline measurement, we do not promise an arbitrary growth percentage. We do, however, record who measures the result, which source it comes from and when adjustments take place.
Commercial value per visitor
A practical example is the objective ‘Create commercial value’. A consumer reading care tips does not need to see an extensive lead form. A retailer seeking guidance, however, is offered an appropriate advice route. This way, the website delivers commercial value without directing every visitor through the same sales route. The result of this chapter is an objectives and KPI framework that Chrysal and Afdeling Online can use jointly when making decisions.
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