Keep your internet website operating at peak performance with this quick health check!
1 : Does your home page try too hard?
Have you noticed that many websites make it almost impossible to find what you’re looking for? Your attention is drawn to a dozen places at once – and all shout “me, me, me!”
Clients always want everything on the home page. The longer a website is in existence, the longer the home page gets!
The key to a good home page is focus – on your core competence or competitive edge – and it should get the lion’s share of your viewer’s attention. Your home page will probably get 2-3 times the hits of any other page on your website – so make sure it communicates your services without distraction.
Finally, the home page needs to offer navigation to every key areas of your website. By this I mean the key areas that your customer is interested in, rather than the key areas that your CEO or marketing department is interested in promoting.
2: Is it intuitive
Do you really know how your customer’s think? How they shop? How they categorise themselves and your products? Many companies create their website navigation buttons and menus around how they view themselves – by department, by product, or by geographic location.
Your customers and prospects are likely to have a very different perspective of your company compared with managers and employees. Once you have worked within a company for a while, it becomes difficult to see your world like an outsider would.
Logic is often in the eye of the beholder. This is when it is best to get a third-party opinion.
3: Is it human
Creating brand relationships is all about being human – that means no corporate-speak, company jargon or insider acronyms. Make sure the text you use is appropriate to your customer, his needs and especially his terminology.
Don’t waste prospects’ time with PR “puffery”.
4: Is it consistent
Websites evolve over time – that is one of their best features! In doing so, some sections get left behind, while others keep getting updated. Eventually, your home page and company profile present one brand (usually something older since those animated sequences are expensive), while the newer areas of the website have different fonts, colours and language. It isn’t always easy to update a big website all at once, but at least try to keep important elements consistent.
5: Is it YOU!
If you took your logo off your website, would it still be recognizably “you”? Often web designers take a “template” approach – they have a great idea for a website and the next company who requests one gets that idea, perhaps adjusted in a minor way. Or the developer has learned a new skill, and needs a client to test it on. Try to find ways of carrying your brand throughout your website – perhaps in the tone of the copy, the colours or the way you display images. At all times, your website should be consistent with your printed and above-the-line marketing and public relations personality.
Digital marketing combines daunting list of disciplines and skills: programming, graphic design, consumer psychology, market research, sales management, advertising, fulfillment, customer relations, email marketing…
For advice on effective corporate marketing and communication, contact me on firstname.lastname@example.org