What does a good web strategy look like?

As part of our ongoing study of web strategies, we have interviewed a number of practitioners who have gone through the process of creating a web strategy for their organisation.

In our community of practice, many have expressed a great interest in the actual contents of the written strategy documents. Interestingly, we have noticed considerable differences in the deliverables of web strategy processes. In our research, we have come across these typical elements of a web strategy:

• A description of the current problems
• A vision
• Strategic objectives and their relation to the overall goals of the organisation
• A road map (whether as a part of the strategy document itself, an appendix or a separate project plan)
• Success criteria / KPIs

However, these elements are not always present in web strategy documents.

Are all of these elements necessary parts of a web strategy? Or did I leave some – which ones? What does your web strategy include – and which factors determined what you decided to put in it?