Brochureware
Many companies have moved onto the internet with websites which are "brochureware". They more or less have digitalized their paper brochures in the belief that a presence on the internet is all that 's required.
Many company websites while attractive, are shockingly ineffective because of defficient content.
Effective websites
Websites have to reflect an understanding of:
- who the consumers are who land on your website
- what consumers 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
And, of course, a website has to make a contribution towards building your business.
Different websites have different objectives
I do not for a moment regard my website as an example of how your website should be. Different websites have different 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. ) 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
- 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 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 artistic and technical output that a company might need to get its brand accross, 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 engineering company's website might have images of huge engineering constructions e.g. bridges and supportive text.
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.
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.
As many of my clients can testify, I am in a position to assist you in developing content for a website that supports and markets your business - and which plays a strong role in building your business.
Website - an extention of strategy
Developing website content is a marvelous strategy-clarifyer. 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 verbalize your strategy in terms of what it means to your clients. A geat website follows strategy and you should be able to see how it supports the objectives of your company or organisation - while its content is 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: 12-06-2010