5 SECRETS OF A SUCCESSFUL WEB SITE
When it comes to using the Internet as a marketing tool,
the objective is to maximize your exposure while minimizing
costs. But developing a useful online presence isn't as hard
as it may seem. According to Paul Heitmeyer, a web
development expert and VP of Business Development at FUSION
Interactive Media in Scottsdale, a great web site is the
simply the result of logic and creativity correctly
Here are the 5 most important things you should do to
maximize your online presence:
1. Represent your brand-
Your web site should represent your brand. Images must be
sharp, navigation intuitive. Everything about your site --
right down to the colors and fonts -- must invoke specific
feelings and demonstrate certain characteristics about your
business. For example; a luxury car manufacturer must make
their site elegant, beautiful, and flawless. A technology
firm must make their site appear high-tech, modern, and
functional. Because this is what their brand represents.
This is what their clients want to see.
2. Know your target audience-
To leverage your investment in an online solution, you
need to ask yourself some questions: Are you selling
services, products, or both? Who is your audience? New
prospects, existing customers, or both? How comfortable are
they with technology? What do they really need from you?
What new services does the Web make possible that would
benefit your customers? How are you doing a good job of
serving them now? Where are you failing? What is your
competition doing in this area? Why is your service or
product better than your competition?
3. Put your customer's needs first-
The bottom line is your customers needs. Nothing else
matters. Because if their needs aren't met, they will take
their business to someone else. Make it easy for your
customers to get what they need from your web site. That
means posting information about your industry in general and
about your products, services, procedures, and policies in
particular. It may be helpful to "layer" information so that
a few clicks take the visitor from overviews to in-depth
specifications. A well-designed online solution will help
you meet your customer's needs along the entire sales cycle
(Awareness, Product/Service Knowledge, Consideration,
Conversion, Post-Sale Service and Support).
4. Complement your existing promotional
Your site should be congruent with your existing
advertising and marketing materials. To do otherwise invites
confusion and reduces the impact of your online presence.
Make sure that you incorporate the key elements of your
visual identity into your web site. Behavioral experts
inform us that a person needs to see your brand name nine
times before you are familiar enough to do business with.
Maximize your branding effect by using similar fonts, logos,
and colors online.
5. Communicate your unique selling position
What is the primary benefit your business offers that
differentiates you from your competition? Think about it.
That benefit should be the focus of most of your marketing
communications, and will be key in developing an attractive
and informative web site you can leverage to YOUR
Reprinted by permission of the author:
Paul Heitmeyer, VP of Business Development
for FUSION Interactive Media in Scottsdale AZ