By David R. Slavin
A well-conceived Web site can be a marketing powerhouse for your business.
The Internet makes it possible for even the smallest company to go global, reaching a marketplace that is literally without boundaries. Closer to home, a Web site can reinforce your marketing and communications campaign, provide new leads, improve customer service and extend your business hours around the clock.
Such potential is all the more reason to make sure your Web site is designed for maximum impact. These steps can help ensure that your site stands out.
? Start with a strategy. Apply the same careful planning to your Web site that you would give to any marketing communication. The pervasive reach of the Internet makes it all the more imperative that you precisely tailor your site to the target market.
While developing a strategy, ask who is your target audience. How and where are they available? What information do you want them to gain about your products and services? What type of Web site would best fit your product or service: informational or e-commerce-oriented?
? Set goals and objectives. Be clear about what you intend to accomplish with your Web site. Make sure everyone involved in the project has a clear understanding of your goals and expectations, and see that the Web site fulfills the specific intended mission.
There are several different functions that a company’s Web site can have. You can use the site to build brand awareness, promote new products and services, provide information or supply online services to customers.
? Be informative. Is key information about your services and products presented in a clear, concise and creative manner? Be sure to list all of your company’s office locations, and provide names, phone numbers and e-mail addresses of key contacts in order to make it easy for visitors to get more information.
Using content from your company brochure is a good place to start. Edit it down to the most essential information, so a visitor can read it quickly. A section on frequently asked questions is a useful resource for visitors, and a good place to include information not covered in the rest of the Web site.
? Use striking visuals that are representative of your company, products and services. The visual presentation is one of the most important aspects of your Web site. The image you want to convey, from professional to cutting-edge, rests entirely on the graphics.
Remember, however, that too many photos could cause images to appear slowly, and a visitor may not wait. Look to your design firm for creative options and practical solutions, and be sure to test your site before launching it to see for yourself how long it will actually take.
? Select appropriate Web design and maintenance resources. This is a key decision, so do your research. Review the sites of the designers and programmers you are considering. Make sure roles, responsibilities and timetable expectations have been clearly defined.
Question the fees and alternatives for hosting your site. E-commerce sites have different fee structures than those for information sites. Discuss costs for maintaining and updating your site before you sign a contract.
? Make sure the site is easy to navigate. Links should be fast and easy but also interesting enough to encourage viewing of different sections of your site. Does the navigation make sense and communicate key points about your company?
Remember, visitors search your site for information, not for fancy navigation. Links should communicate the most important information about your company that a visitor would want to know. If the navigation is overly complicated, the visitor may become frustrated or confused and then lose interest.
? Emphasize the benefits of your company, product, or service. Present information in a way that demonstrates your company’s strengths. Prospective customers are enticed by benefits, not features.
? Continually reinforce your brand presence. Your logo can become an integral and interactive component of your page design that continually reinforces your brand image. Use your logo as a link to the home page, or incorporate it into the navigation and link design.
? Provide a clear call to action. A well-defined exit strategy from pages within your Web site can increase the likelihood of turning visitors into customers. Is the company e-mail easy to access? Is the telephone number clearly displayed? Is there a key contact for obtaining more information about your company?
Another trick is to use the word “you” as frequently as possible in the copy. This will give the text a relaxed feel and engage the viewer on a personal level.
? Keep it dynamic. Continually adding new information will keep your site fresh and innovative. Evaluate ways to encourage first-time and repeat visits to your site. A newsletter and other marketing communications can invite visitors to return for new information. Use your advertising and marketing efforts to let people know you have a Web site for their access and convenience.
Launching your Web site is a big decision. Make sure you take full advantage of the medium in order to make an impact for your business.
The first step to success is to partner with people who offer the experience, talent and creative problem-solving that can give your company the distinctive and effective Web presence it deserves.
David R. Slavin is director of Design For Marketing, a full-service Web site design and marketing consulting firm. For more information visit the firm’s site at www.design4marketing.com.
Entrepreneur’s Notebook is a regular column contributed by EC2, The Annenberg Incubator Project, a center for multimedia and electronic communications at the University of Southern California. Contact James Klein at (213) 743-1759 with feedback and topic suggestions.
