There’s no getting away from it, the internet is an integral part of our lives. It’s a seemingly inexhaustible source of information on every subject you can think of. It’s entertainment. It’s expands our social world. It educates. So why is it that so many businesses don’t apply the same strategic thought to their websites that they would apply to other marketing initiatives?
When the web first became mainstream, back in the late 1990s, it was used much like an online brochure. In fact many companies simply uploaded their brochures in PDF format, added a “contact us” email link then left the whole thing well alone. Of course the internet has moved on somewhat since those days. But how do you get the most from your online presence?
Here are seven questions that need to be answered when formulating your website strategy.
1. Why do you need a website?
It may seem an obvious question. Everybody’s got to be on the web – right? It’s true the majority of businesses will benefit from a web presence. Just be sure of what you need your website to be or do. Some examples could be:
· Low cost sales channel
· Interaction with existing customers
· Generate new sales leads
· To inform before making a purchase in-store.
2. Can you update your website easily?
Websites need to be regularly updated, particularly if there is anything seasonal or time specific in your content. Out of date materials will give the impression that your business doesn’t care. Ensure you have someone who can update your site regularly and easily.
3. Does your website reflect your brand?
Your website is the face of your business as much as a brochure or a sales representative. It needs to reflect your brand on every page. This means representing your brand in imagery, design and copy.
4. Are you using your website to its full advantage?
A website is an evolving process, and your strategy for its use needs to be reviewed regularly. What may start off as a sales hub may evolve into a customer service centre. Keep track of trends and find out what your customers want.
5. Is your website easy to navigate?
A rule of thumb is that it should take no more than 2 or 3 clicks to reach any section of your website. Today’s web-savvy consumer will easily tire of pointless clicking and will be quick to move to a competitor site if yours is all too hard. Don’t try and do anything clever with your menu structure. It’s paramount that you keep the navigation simple and intuitive.
6. Are you analysing your web stats?
Google analytics and many similar packages will work behind the scenes to give you reports on visitors, audience data, length of time on your site, navigation patterns and a whole host of important information. Make sure you use this data to understand your users and to refine and improve your site.
7. How will people find you online?
With billions of websites accessible at the touch of a button, you need to be easy to find. The best way to do this is by Search Engine Optimisation (SEO), but it can be a tricky process to work your way to the top of the search engines. Another way to be found is through online advertising, either through Search Engine Marketing (SEM) which is Google Adwords or the like. In addition to this you will need to work out a promotional strategy to drive people to your website. More on this in another blog.
If you can answer these questions then you are well on your way to a successful website strategy.
If your web copy needs an overhaul, then share your strategy with CraftWrite and re-vitalise your online communications. Contact Jill Bynon today for a no-obligation quotation: jill@craftwrite.com.au
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