Is Your Website Keeping Up?
Part Two
By John Gumas
How well is your website working for you? With technology changing by leaps and bounds, it's important that this most important marketing tool is up to date in every way. This is the second in a two-part series on how to quickly assess whether your website needs updating, and where best to put your marketing dollars.
DON'T FORGET THE BASICS
In the rush to update their websites with new technology and the buzz that goes with it, some companies are unfortunately losing ground by moving away from basic, triedand-true marketing concepts. Your website is a critical marketing tool, but don't ramp it up so quickly that you leave customers, and common sense, behind. These simple tips offer a quick review of whether your site is up to speed:
- Keep it simple
Simplicity is the golden rule for all forms of marketing, especially websites. Make sure your site is easy to understand and to navigate. If visitors must search your whole site for basic information, chances are they will leave before finding what they need. Keep the fancy graphics and effects to a minimum.
- Less is more
An effective website provides only the information your reader needs. Be concise. A good rule of thumb is to cut the number of words you use in your printed collateral in half. If you feel more information is needed, provide links to other webpages, separate from your main pages, which your visitor can click on to get those additional details.
- Think visually
Providing information in "visual bursts" will guide your reader to your information quickly and easily. Economize the number of words to allow visitors to move quickly through each page's offerings, whatever they may be. Try the following:
- Use headlines and subheads to guide the reader.
- Use bullet points to emphasize key benefits.
- Choose shorter words over longer ones.
- Use short sentences.
- Limit paragraph length to three sentences. The Web may be the only marketing vehicle where one-sentence paragraphs are not only allowed, but also preferred.
- Place important concepts at the beginning of sentences.
- Place important sentences at the beginning of paragraphs.
- Write in the active voice ("Bob purchased the home," and not "The home was purchased by Bob.")
-Consistency. Consistency. Consistency.
All elements of your website should tie together like a well-told story. The consistent look and feel should extend to your entire communications strategy to support and enhance your overall brand.
- Know your visitors
Get inside your customers' heads and find the main hook that will connect them to your products and services. Do some research; go to trade shows; hang out in your information center; respond to customer service e-mails; talk directly to customers and prospects. Effort spent knowing whom you're trying to reach will pay off many times over.
- Try this simple test
Ask several people outside of your company to visit your website. Give them 10 seconds to review your homepage. If, after 10 seconds, they can provide a description of your company and its products and services that meets your brand image, then chances are you have an effective site. If not, then you have some work to do!
Your website is an extension of your marketing campaign. It reflects your brand and your culture. But most importantly, it is a main portal through which all outside visitors can learn about your company and your brand. You have just one chance to welcome these visitors. Make sure that you take full advantage of this opportunity.
January 2007 Builder Architect Edition Issue