A major decision when you’re working with your website is to decide what is your overall aim – are you going after customers and sign ups, or is it all part of a larger plan.
A misconception which still seems to plague the online marketplace is just how valuable the web can be for you and your business. It seems that a portion of every client introduction has to be devoted to working out what the goal is for your company. If you’re looking to have people buy into your product or your service we have to work your site and its content in a different fashion than say, trying to encourage people to sign up for your newsletter.
Let’s presume for a moment you’re going for the sales approach this time around. One of the first questions that we’ll ask ourselves is ‘would I buy anything right now on this website’. Sometimes the conversion points are good on the site and we only have a few areas to tighten up, but more often than not the process to even begin to buy anything from the website is lost, or unintuitive to the visitor. One of the major hurdles when building and refining a website with a sales orientation is ensuring that the process is so simple the process can be completed with a few mouse clicks and with typing in billing and shipping information. The more difficult you make your process the less likely you are to succeed. Email signups or newsletter mail listings are another matter entirely where the web is concerned. It only takes a search in the news to find out that there are privacy concerns running rampant across the web. So when you come forward and are asking people for their email address, you need to do it in a more delicate way. And just like the sales approach of the web you need to make sure that the process is very simple, and very clear to understand.
The value behind the web that seems to slip by more people than not, is the power of the web in building, promoting and spreading your business as a brand name. Brand names are those ubiquitous terms or phrases that just instantly pop into your mind when someone says something like ‘soft drink’. You think of Coca Cola, or Pepsi, or one of your other favorites – the goal of branding your business online should always have this end in mind. Because regardless of whether you’re trying to make a sale, create a newsletter list or trying to be number one on page one, what should be your end all be all is your business being known as a brand.