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One Team, Dream Team: How Web to Spec Works
At Web to Spec a client has one accountable team for the entire digital programme — from building the site to running the advertising and producing the reporting. There is no split between the website supplier and the advertising supplier.
That solves a specific problem. When two firms own the site and the campaigns, every mismatch becomes an argument about responsibility instead of a change.
What one accountable team means
- The site specification is written against what the site has to achieve commercially.
- Conversion tracking is configured by the same team that runs the campaigns.
- Landing page changes are executed internally, without an external request.
- Reporting covers the whole programme rather than one channel.
The practical effect
For the client this means the question “why are there no enquiries” gets an answer in hours rather than weeks. The same team sees both the campaign and the behaviour on the page.
Web to Spec also works alongside in-house marketing departments, covering development and paid channels while the internal team holds strategy and product knowledge.
