Is the website dead as a company marketing tool?
A website is only a website – wrong!
With the current wave of new media tools sweeping across our desktops, the role of the humble corporate website often seems to be overlooked as part of the suite of marketing tools and positioning strategies that a company uses.
A recent review of over 20 different company websites known to myself revealed that 90% of these were:
- displaying out of date information
- did not convey the clear information about the company, its people, products or services
- failed to communicate the companies key value propositions and why it was competitive
- were slow to load, poorly designed, and in some cases had failed or out of date links
These websites clearly were providing little or no value their owners in terms of company positioning and marketing.
The Reality – It's your online calling card
Websites are as critically important to a business today as they ever were. In reality the first thing a person or company does when seeking further information about a company is to search for the target companies website for background information and products and services sold. Contact information is also vitally important. So if your website does not reflect these basic elements correctly you are doing your business a big injustice.
The concept of driving business
A website should not only provide information it should be a dynamic tool which also helps to drive business to your company. It should be a key portal for attracting new opportunities, a platform for e-commerce transactions or both. Active advertising of your site through companies such a Google can generate repeat business.
A website should form part of a whole of company marketing and information strategy which could include the following elements:
- Website as first port of call
- Linked in Blog-site as the conversation tool with your clients
- A podcast strategy to further communicate company messages – more of this in another post
- Traditional printed information media and brochures
Other marketing strategies can include sponsorship deals, events and seminars. Together they create a mix which broadens your access to a wide network of people and increases the possibility of of attracting new clients and business.
What does a good website entail? – a modest commitment!
A degree of modest commitment by someone in the company responsible for keeping it fresh and current. These days setting up a website is easy, many companies provide online templates and modest hosting fees.
So the elements:
Look at the sites listed here, they provide some excellent ideas about what makes a good website. Take the time to evaluate your site and see how it can be improved, and with an allocation of modest resources, give it an update. Remember the key to using your site effectively is to regard it as an electronic calling card, keep it fresh, up to date, and useful and people will find you.
Evaluate Your Website: A Seven-Point Checklist
APTUS Strategy can help you review and improve your online presence. As part of developing a holistic online and client relationship strategy we will review your site and propose enhancements that can be implemented to serve your business better. Contact us for further information and to discuss your requirements