Websites Do 'Date'

Just like hairstyles, websites date. What was all the rage a couple of years ago is now seen as passé.

Sometimes this is down to design trends – like the 3D buttons and interfaces that were so popular a few years back when graphics tools made it easy to create bevel and emboss styles. Other times it’s because the web is maturing and web designers develop a better understanding of what visitors want. For instance, Flash intro pages were all the rage until web designers realized that users didn’t like them and wanted to get straight to the content. Flash introductions are the beehive hairdo of the web design world: dated, impractical and utterly pointless.

So if your online brochure is looking a little old, tired and sporting a beehive, it’s probably time for a makeover!

Stay ahead of your competition 

• The web makes it easy for people to find information about your company and services at the click of a button. The down side is that this holds true for your competitors as well.

• It’s important for your website to make an impact and stay ahead. Viewers are an impatient and fickle lot. Your website needs to out-do your competition or you’ll face losing valuable prospects. Spend a bit of time looking at your competition; analyzing competitor’s sites is one of the most important parts of the update or redesign process. How does your website compare to theirs? If they are 'better' than yours it’s definitely time for a redesign.

Inspire confidence in your company

• If your site looks professional and is full of helpful content they will see you as professional and helpful. Likewise, if the site looks amateur and out-of-date they'll make the same assumptions about you.

• Your site should marquee and reflect the identity and ideals (brand) of your company.

• Sending a strong clear message about who you are and what you stand for makes clients want to do business with you. People like doing business with people they can relate to.

Demonstrate and marquee your growth

It’s a bit of a cliché, but we do live in a fast paced world these days. Markets change, clients get more savvy and businesses evolve to meet new demands. If your site is more than a couple of years old the chances are it’s more a reflection of where you’ve been than where you’re heading. Marquee your growth.

Quickly respond to market changes

One of the best things about using the internet rather than traditional channels is the ability it gives to respond to market changes, new business opportunities or customer requirements.

• You don’t have to wait until your current print brochure run is used up before you make changes; you can simply update your online brochure whenever you want.

Communicate effectively

Having relevant content is one of the most important things about having a web presence.

Relevant content does not mean just repurposing old brochures, leaflets and adverts. It means providing content that is interesting and useful to your site users while supporting your core goals.

• Content needs to be written specifically for the web. Why? Simply because people don’t read a website like they read printed material. Most people scan over web pages trying to determine if the page is going to be of any use. Only once they have decided it looks useful will they start to read the page and even then many people just skim read.

• This is why web copy has to be short, punchy and to the point. The main concepts need to stand out and not get hidden halfway down the page.

• People tend to use the web to get factual information, not marketing blurb. Nobody wants to feel like they are being marketed to (even when they are!), they want to feel that their needs are being understood and met.

• Many website designers are graphic mechanics and are not trained and experienced marketers! A designer who is experienced in business development can help ensure your online brochure will open the conversation, inspire confidence, and help close the deal.

Attract prospects, attract opportunities

“If you build it, they will come” may have held good for Kevin Costner, (Field of Dreams) but it doesn't cut the mustard where websites are concerned.

• Do not rely solely on search engines to bring you an opportunity! Be pro-active.

• Just because a site sits on the internet doesn’t mean people will come and use it. If people have never heard of your site, don’t know what’s there and don’t know how to get there why on earth would you expect them to visit it? Lost opportunities.

• Your site domain name should be on all your stationary and business cards, it should be on your signature when you email. It should also be on all advertising, newsletters, press releases - new images, new text, all require strategic marketing. On that note it is extremely important to keep your site relevant and updated!

A great marketing and PR opportunity

People have short memories and attention spans. There is a common belief that it takes around seven ‘touches’ (interactions between your brand and a potential customer) before they become a client.

Having your online presence regularly updated is a great opportunity to contact your existing customers, potential customers and the press. Used as a Tickler, it gives you an excuse to re-contact a client or prospect and let them know what you're doing, what's new and that you’re keeping things up-to-date. Point them to a new page you posted that may have relevance to their need!

Tip: You and your client can be online together viewing your site while you amplify information on an org chart, images, drawings, specifications, new products, new services, pricing - a very effective use of a site when you verbally underscore information on a page while viewing a page on the phone with the client.

Tip: Build interactivity with prospects or clients with password protected rooms, with online forms, newsletters, downloadable PDF files, specification sheets, interactive Q&A and Announcement Forums, slide presentations and other effective tools that engage the client or prospect.

Simply put, a well executed site design can be a great marketing and PR tool for your enterprise! When used effectively, it does indeed expand prospecting and opportunity streams. It works!