In this article, the second of an 8 part series on how to build a strong marketing communications plan, I want to impress upon you the importance of a well-designed website. Since on-line marketing is so important for any business nowadays, your entire marketing plan needs to be developed around your website. As more and more people search on line for companies (instead of using a phone book) the most important part of your marketing strategy is having a website that clearly gives your customers all the answers they’re looking for. Every other marketing activity you do needs to lead back to your website.
So, what does your website need to do for your company? Well, I could go on for days and days about website optimization, but for now I’ll just give you the basics. So, the answer to that question is, depending on the company and the industry the content will be different, but the main points that the website needs to be are:
· Informative
· Inviting
· Interactive
Give me information:
Creating an informative website is the most important thing you can possibly do for your business. When someone is searching for your company, the want all of the information they need right at their fingertips. Remember that when people read stuff on the internet, they just scan it. People do not sit and actively read word for word the entire page to find what they want. So, it’s up to you as a business owner to make sure that you have provided all the information a customer could ever want to know about your business and make sure it’s right where they can find it. Your content needs to be of high value to your customers, otherwise they’ll leave your website and search out a competitor.
Part of creating that content is making your website searchable. Search Engine Optimization (SEO) is really important when developing the content of your website. Key words that are important to your company, your industry and your market are what will help bring your website up to the top in search engines. (I will go into further detail about this in an upcoming blog about your overall on-line marketing activities.)
Invite your customers in:
Now, content is one thing, but the website needs to be inviting. Like a good host, you would make your guests feel welcome in your home so they want to stay. Think of your customers as your guests. You want them to visit, but you also want them to stay for more than a few seconds. Remember that your website also needs to accurately reflect the company image. Creating an inviting website that clearly tells your customers who you are can be achieved by using some of the following tips:
· Be consistent in your colours and fonts
· Don’t clutter it up with too much stuff
· Use a pleasing color scheme
· Incorporate clear and easy-to-use navigation
· Employ quick-loading graphics
· Make sure your contact information is easy to find
· Use simple graphics
· Choose headings that catch the interest of your reader
· Create a section for electronic news releases and media materials
· Post success stories and testimonials (with permission, of course)
Talk to me:
And of course, once you’ve gotten your customer to visit your website, you ideally want them to interact with you.
· Offer discount incentives for online purchase of products and gift certificates
· Promote online appointment scheduling by offering package deals
· Provide a way for visitors to give you feedback (e.g., a “Contact Me” form, direct e-mail link, or a survey)
· Purchase a digital camera so you can take pictures at events and upload them to your site
· Host regular Webinars
· Offer free stuff, like a free estimate or assessment
So, I’ve said it before and I’ll say it again. Marketing is not just advertising. It’s about creating that memorable impression, by creating an experience that your customers are going to remember. Your website is the centre of that marketing wheel. It’s what’s holding the wheel together. So don’t let your “wheel” fall apart with a poorly designed website. Take the time to properly design it and update it regularly.
Messages from different promotional approaches all become part of a single message about the company. So keep it consistent!
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