|
Carolina Business - Aug
04
True
Website Payoff
Is Yours Really Working for You?
Most companies have a website
now, but how do these companies use this new tool to
effectively grow business and build customer relationships?
What works and doesn't work? How do you truly make your
website work for you?
How do you make your information dynamic? And how do you use
it to develop customer loyalty? Of course "content is king",
but how can you economically update your website content and
keep it vital and relevant without paying someone to do it for
you?
You need to determine what your return on investment must be.
Is it a certain number of new customers? Is it x number
of existing client upgrades? Are you launching a new incentive
program and need a certain number of members to break even?
Sounds easy, but it takes strategy, effort and time. Time is
typically the most limited resource for busy professionals. An
unattended and poorly designed website will not deliver the
return you require. You must have the tools to launch a
program and keep it up to date and current.
The following guide will keep you on track:
Updating -- A huge burden on any company developing a
web presence is the cost of updating the site. But it is
imperative that you do it.
Search ability - Give your users the ability to search
your website by keywords/phrases. They can have the
information that they need right at their fingertips. This can
however only be accomplish through a database-driven site.
Search Engine optimization -- Database driven websites
get found by search engines easier. Static pages are a thing
of the past. Dynamic information, indexed, organized and
shared works to improve placement on search engines. Database
- driven websites enable easier link sharing among websites,
enables information to be spread further faster.
Flash -- Although flash can be visually appealing, it
can also be slow and expensive. Your customers and your
clients are busy people. If they need to access to important
information quickly, a flash site might not provide them with
this. Flash can be effective, as long as it is used
moderately. We suggest using flash as a way to enhance your
site, not as a toll for building it.
Music and Sound -- If music isn't your business, sound
can be distracting on a website. Use it carefully. Understand
that your customers may have their volume turned up and will
jump out of their skins if loud sound effects appear out of
nowhere.
Scroll Bar -- Organize your information in such a way
as the pages will not be longer than the screen. Your
customers will miss relevant information if they have to
scroll down to find it. Your website should be as user
friendly as possible and your information should be easy to
access.
Architecture -- The mapping of your site should allow
for easy access to all information. Make sure pages are named
properly and use the home pages as a portal to the rest of
your site. If you have a lot of content, it can often be very
difficult for your customers to find it. Taking control of the
content helps provide navigation systems that make sense.
Layout -- A clean layout provides your clients and
website visitors with a pleasurable viewing experience. Keep
it simple. Too much information and graphics can be
overwhelming.
Build Loyalty -- A well designed website can develop
customer loyalty and facilitate the relationship building
process. An excellent way to build customer loyalty and
develop relationships is through email newsletters. Site
visitors are asked permission to be sent email. Email
addresses are captured and retained to be sued on a regular
basis to send this newsletter.
Although there may be a higher upfront cost in implementing a
database driven website, the lower ongoing cost and ability to
update content without effecting overall layout and design is
extremely beneficial. By keeping in mind these suggestions,
you are well on your way to developing a powerful and
successful web presence.
|
