Brochure ware
Many companies have moved onto the internet with websites which are "brochure ware". They more or less have digitalized their paper brochures in the belief that a presence on the Internet is the main purpose.
Many company websites while attractive are shockingly ineffective because of deficient content.
Definition of an effective business website
My definition is simple and I trust you agree. A website has to add value to the visitor and to your company:
- The visitor, in discovering your website because of searching for information about products and services that you stand for, should experience that s/he has found something of value. The visitor should ideally experience a need of wishing to investigate, of wanting to know more.
- Your company in putting information on a website wishes to attract visitors who could truly benefit from purchasing your products or services. The visit to your site might be the start of a relationship which may or may not lead to a transaction, an agreement, a sale. The visitor might become your client. The rationale of a business website is that it promotes business. If it does not do that, what is the point of your website?
Effective websites
Websites have to reflect an understanding of:
- who the visitors are who land on your website
- what these ideal visitors want when they land on a website
- how they browse and read
- what satisfies them and let them stay
- what makes them leave your website immediately
A website has to make a contribution towards building your business; in converting visitors into clients.
Different websites - different styles
I do not for a moment regard my website as an example of how your website should be. Different websites have different strategies, objectives, looks and content:
- ABPLAN's website is a consultant's website with a focus on written content. Even so, it differs markedly from other consultants' websites. Most consultants do not provide much information about the processes or systems which they use. I believe in giving information away. (See website objectives. ) How could I improve my website? For one, I should add more graphics and I'm working on it. Also visit the website of Jakob Nielsen, widely accepted as the leading expert on web usability, to see how his entire focus as a content consultant, is on content: www.useit.com
The following are examples of websites a few of my clients or former clients:
- A design company's website would be dominated by an artistic design supported by stylish photographs and supportive text that would appeal to visitors who would be primarily attracted by visual graphics and style. For an example, visit the website of Elsje Designs: www.elsje.co.za
- A wedding coordinator's website would stylishly portray gorgeous weddings, corporate events, an academy, a virtual gift shop, and a travel agency specialising in honeymoon destinations. This website's content and graphics would emphasises glamour and style: http://www.aleit.co.za/
- A non-profit trust which reaches out to children would have a strong emotional appeal and use endearing photographs of small children. The images would be supported by text explaining how the trust goes about addressing specific social needs and what processes it has in place concerning the judicious, accountable use of donor funding. An example would be: http://love2give2children.co.za
- A food and wine pairing consultancy has images showing table settings and furnishes information about courses and an accompanying guide on food and wine pairing, while containing reviews about the guide and client's comments about the courses: www.katinkafoodwine.co.za
- A media designer who creates website designs, corporate branding, stationery, that is, the entire creative design and technical output that a company might need to get its brand across, would place the focus on the design aspects of his own website while providing brief information on the range of outputs with which he could address a client's communication needs: www.askanswermedia.com
- An IT marketing media company's website has a technical look and feel which provides a glimpse of what this company could do to search engine optimize your company's website and ensure that your website is found on the Internet: www.roimedia.co.za
Your website has to support your brand and who you are. It also expresses your culture. However, its main focus should be your customers and their needs. It should clearly convey who your clients are, what their needs or problems are, what you could do for them, and provide proof of what you have achieved for others in similar situations.
Website content
For my clients I heed the principles of brevity, readability and usability. I have learned what works and what does not. Even designer companies with a visual approach need supporting text which might be brief, to the point, written from the client's perspective and most importantly, which appeals to the emotions of the visitor.
A top website contains useful information. Many website experts rightly advise that websites should contain three levels of information:
- A quick impression of content on the home page
- A second level providing a meaningful overview of the client needs that you address
- A third level with more detail. If a visitor is intrigued by the first two levels, he or she welcomes the third level - and this is where many website owners err. They under-communicate. An intrigued visitor at this stage wants more rather than less information. Often visitors are frustrated by the lack of a third level.
As those clients whom I assisted with their websites can testify, I invariably develop website content that contains clear marketing messages and which converts visitors into clients.
Website - an extension of strategy
Developing website content clarifies strategy. In assisting owners in developing website content, I assist them in expressing what they do and stand for. A website articulates what problems their businesses address and what benefits and solutions they provide to their clients.
In this sense, website content becomes an expression of business strategy. You have to verbalise your strategy in terms of what it means to your clients. A great website follows strategy and you should be able to see how your website supports the objectives of your company or organisation - with a content that is fully focused on your clients.
ABPLAN would be pleased to meet with you about developing effective website content. Contact us.
A website is the platform and anchor of a series of multimedia possibilities. Visit marketing - client-centric
Last modified: 21-11-2011