A web strategy is a strategic web direction for an organization. It outlines the most advantageous positioning for the company on the web, the experience it should create for its customers, the brand image it should project, the way it should engage the prospect and existing clients, partners, and suppliers, the way it should convert traffic to sales.

As the web is evolving into so many directions hard to keep track of, a profession - the web strategist - is emerging. A web strategist is a professional with a business and marketing acumen, knowledgeable about the web technologies and trends, brand experience creation online, web design and technical solutions. The objective of such professional is to guide the organization towards performance and success online and oversee the successful performance of the organization's web team.