All Roads Lead To Home

Chapter 2.1, in which we discuss the central role websites play in modern digital strategic communications.

🖼️ David Erickson/Midjourney: All roads lead to rome during roman empire era tilt-shift photography

Just as all roads led to Rome during the Roman Empire, all online roads must lead back to your client and their message, if you are to have a successful comprehensive digital marketing strategy.

Think of your client, your product, or whatever it is you are marketing as the city of Rome. You must make it as easy as possible for people to find you and travel to your city. The map must be clear and the roads easy to travel.

One of the primary reasons for the construction of Roman roads was to move the empire’s armies quickly during its many military campaigns. 

According to Book Browse: 

“...did all roads really lead to Rome?

“Yes they did! At least within a significant part of the Italian Peninsula. The reason being to ensure that there was a road connecting all secondary cities to Rome but no roads connecting the cities to each other, making it more difficult for the cities to rise up in resistance against Rome. Outside of a few hundred miles from Rome, the road system forms more of a grid pattern to link regional cities - except for particularly important cities which are joined to other cities by a wheel and spoke pattern of roads - presumably for the same reasons as for Rome.”

There’s a reason we use the hub and spoke metaphor to describe the execution of digital marketing strategies where a website is the hub and the “roads” your target audiences travel to find you are the spokes.