Web Design

You need to treat your website as if it was an employee – give it a specific job in your communication plan, assign it a ‘salary’ and keep tabs on how well it is doing.

It’s all very well creating an intelligent, well mannered and informative website, but if you have no idea of how well it is performing you won’t have made a very sensible investment.

In the modern world most people will prefer to ‘check out’ a product or service online before engaging in the sales process, so the first port of call will invariably be your website.

So it’s probably best to think of your website as a charming and informative advocate of your business – it’s like a ‘greeter’ at your front door who smile politely and understands why you are there. It needs to put your audience at ease, letting them know that they’ve arrived at the right place to get the product or service they desire.

But the website does more than just point the audience in the right direction and ask for some contact details – it needs to be an integral part and effective participant in all of your marketing communication activities.

Modern technology means that there a wide range of tools and techniques to understand not just how a measure traffic or see visitor navigates around your website, but also offers the prospect of knowing where visitors have come from. That means you can measure the performance of other marketing initiatives (advertising, trade shows, events, competitions, promotions, social media, etc) and judge how effective they have been.

And a website can be the place where new relationships are formed or existing relationships are reinforced, offering opportunities for informal dialogue and meaningful feedback.

A website can be a great communication tool, and provide you will valuable management information that can be of considerable value to your organisation.