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What is your Web site saying to customers, partners and prospective employees? In many cases, it is their very first exposure to your company. Does your site inspire confidence in your brand, reflect your company's desired image, and clearly evidence its capabilities? If you are a little uneasy answering these questions with an outright "yes," then chances are you have a wish list for your Web site--a number of new capabilities you'd love to implement to make it really flourish.
If you feel any anxiety about the decision to upgrade your Web site, you're not alone. Initial site development can be so labor-intensive that marketing directors are often relieved simply to have any web presence at all. Changing a site that has taken so much work may seem daunting at best. As a result, many companies decide only to make changes during major site overhauls, delaying the upload of new content and enhancements indefinitely.
Well, it needn't be daunting. So dig out that list, and let's get going. Having the site you really want is much easier than you may have been led to believe, so long as you observe a few web-specific rules and process steps.
If your Web site isn't all it could be, chances are it's not taking full advantage of the online environment. Here are two very important rules that you can't afford to ignore on the web:
Rule # 1
The web is a real-time medium, like TV or radio. And while most promoters would cringe at the thought of leaving outdated information in their traditional broadcast media, they often take a more laissez faire approach to the information being broadcasted in real time on their Web sites. Bad idea. Visitors to your site do expect real time information, are now accustomed to getting it, and couldn't care less what your excuse might be for not keeping your Web site up to date. They want current, accurate information you can provide, and they want it now.
Rule # 2
The web is an interactive medium. While this point may seem blatantly obvious, many sites are designed to be merely browsed and viewed, as if the web were a one-way, static form of communication such as a newspaper or a brochure. But to reach its full potential for market impact, your site should be dynamic and highly interactive, providing a compelling guest experience. What is more, to learn the most about your customer contacts on the web, you should be tracking usage patterns, leveraging customer data, and customizing site views for return visitors. It's time to stop thinking of your site as an online brochure and start thinking of it as a tool for your company's growth.
Here are the steps that will enable you to have the site you really want and need.
Overcoming objections
Resistance to changing a Web site comes from several real, but not insurmountable objections. Here are some of the most common areas of concern:
- Time--is it worth taking the time to make frequent small changes to a Web site when there are so many immediate tasks vying for your attention?
- Access--how can the Web site keep pace with real time when you have to channel all new content through your web developer or your IT department?
- Content--how can you generate enough new content to keep visitors returning to your site?
- Existing infrastructure--what if your site doesn't have the infrastructure to support new content and functionality?
Fortunately, all of these concerns can be addressed and overcome with the right site infrastructure. Good infrastructure will allow you to:
- Make incremental changes quickly and efficiently;
- Have direct access to the site for posting new data;
- Re-purpose your existing materials to post to your site;
- Leverage site visitor data;
- Track visitor behavior;
- Target content;
- Sell products, services, and information.
What's more, accomplishing all of this doesn't necessarily mean you need a whole new site. It's possible to retrofit many existing sites to accomplish everything you need and want. So go ahead and start thinking about your wish list--what would you really like your site to do and be?
Decide the right mix of functionality
The way your Web site functions will depend on the nature of your business and your business goals. You will probably want a combination of the following:
- Content
- Online sales
- Data gathering
- Data leveraging
Plan ahead. It is better for your site to grow into new functionality than to outgrow existing functionality. Giving your site a little extra potential from the start will make things much easier later on.
Determine what will change when
A conservative rule of thumb is to change some portion of your site at least once per month. Obviously if you want visitors to come to your site with greater frequency, you will probably need to update content every week or even every day. Consider what changes site visitors would find relevant, whether it is news about your industry, a revolving how-to section or even a quote of the day; the more relevant the information, the better.
Get good help
Knowing what you want your site to do is only half of the solution; the other half is finding someone who can help you accomplish it all. If your company is large, you may want to manage your Web site in-house and look to a good content management company for help. These businesses offer elaborate service packages that may only be cost effective for large companies. Smaller to mid-size web development companies offer customized development, content, and maintenance solutions designed to work for a complete range of needs and budgets. Note: Make sure the web development company you choose has the capacity to help you with everything on your Web site wish list, even if you don't plan on implementing the changes all at once.
Continually reassess
Remember, your site should be a dynamic place that reflects your company's brand and its capabilities. Reassess your site periodically to ensure it is still doing its job. Your site exists in a crowded marketplace, so can't afford to let it sit still for long.
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