The nature of a business determines how it can capitalise on the value that a web presence can provide. Some business models lend themselves to generating revenue by selling their products or services using e-commerce. Others generate a less immediate, but equally valuable benefit by providing product/service awareness and creating customer loyalty through various strategic techniques. There is also the opportunity of capturing user data and building a constantly evolving customer database.
The first step in the creation of a commercially effective site is to establish the strategic objectives...
Establish the site objectives, do you want to,
- Raise company awareness.
- Increase product and service awareness.
- Communicate product information.
- Provide a vehicle for a two-way conversation between company and customer.
- Add layers of value to the product proposition (i.e. Company profile, product examples and specifications, case studies, etc)
- Act as a vehicle for any promotional activity which can increase company exposure.
- Build a customer database by encouraging interaction with the consumer (data capture)
Appealing to the target audience
For a web site to work effectively we can make very few assumptions when designing and developing the structure and content, it is therefore important that all levels of users are catered for.
Physical presence and functionality are of equal importance. A site that looks good but is difficult to navigate will frustrate the visitor, just as a site that demonstrates high usability but lacks visual appeal will fail to engage. The ideal site should be of high quality graphical appearance, easily understandable at a glance and designed so that the visitor can never get "lost" mid-site.
Experience indicates that the user should only ever be "two clicks" away from any other page within the website. Good orientation ensures the visitor is focused on absorbing the information and not distracted by unnecessary elements.
a valuable synergised marketing tool
The styling and tone of voice of the site should synergise with the companies strategy. Essentially, the site should be an actively contributing extension of the company's marketing activity and not merely a disconnected, virtual invisible partner.
attracting the audience
It is important to optimize the investment in the site by driving the customer awareness of its existence. This awareness should be driven at every opportunity; via telephone communication, stationery, sales support material, and the creation of web-based promotional activity.
creating engaging content
Although the web should be a constantly evolving entity, it is important that the 'core' site features enough relevant content to fully reward the visitor. This core site establishes the visual equities and tone of voice on which all future content will be based and acts as the solid foundation for strategic growth of the site.
achieving the objectives
To summarise, the site can be as simple, or as complex, as the company requires. It's beauty lies in the fact that it exists in 'real time', and as such is a versatile and flexible marketing tool. It can launch as a comprehensive core site yet grow to suit the companies future requirements.