Tap, Tap – Is This Thing On?
Monday, November 16, 2009
Have you ever come across a website that makes you shake your head and question whether or not you’re getting the information you intended to receive? Unless you’re one of the few who visit one website a week (and I guarantee I could count this number on one hand), the answer is probably yes. We’ve all been in the position where we just can’t find an answer we’re looking for or feel like we’re surfing a website that includes everything but the kitchen sink, or particularly, the information we’re specifically seeking. It got me thinking about the number of websites I’ve visited that just don’t seem to get “it”. What do I mean by “it” exactly? “It” refers to the act of connecting with your audience and giving them what they need. “It” is what keeps visitors on your website and clicking for more.
Depending on your industry, your website can take a million different directions and offer a variety of things. But there are a few “must haves” that marketing pros should implement in their website. If you think this sounds elementary, then think back to the scenario I mentioned above. Chances are, the websites that made you shake your head missed out on one of the most common elements. I have listed below my top pet peeves but there could be elements that make you click the close button yourself. Take a read and let me know – what other aspects keep you reading for more?
1. Can you hear me or should I yell louder? – Listen to your audience. That means do something with both the positive and negative feedback that you collect. If website visitors have a common complaint, then do something about it. Don’t just push HTML codes around and go through the motions of common updates – instead, do your due diligence and make sure you know what your customers are looking for. Whether it’s offering a form for visitors to submit with feedback, posting a survey or conducting a focus group, do something to demonstrate your dedication to your clients. They know what they want, so why not give it to them?
2. Give me choices. – Offer your audience a variety of resources. We’re getting ready to enter 2010 right? Then don’t get stuck on a rut with posting paragraphs of marketing lingo. Step up and offer your content in various outlets – videos, webinars, whitepapers, Facebook and Twitter are great examples. You’re never going to go buy a car without a little bit of research right, so why would you expect someone to call you after only a few minutes on your website? You’ve already gotten people to your website, now keep them there and give them the tools they need to confidentially take the next step – calling you to make a deal.
3. Talk to me…here, there and everywhere. – In today’s world, there’s no excuse for not staying connected. Social media outlets not only push out information as I mentioned above, but it also gives web surfers the ability to talk with you directly. Whether it’s to voice a concern, give feedback or ask a simple question, giving people the ability to voice their comments is invaluable. Let them have their say – they are, of course, the people who keep your doors open.
4. Keep the cobwebs away. – Although social media adds more elements for you to keep on top of, it’s critical that you stay up to date. Don’t let your platforms expire or go static or else you’ll find yourself archived on The Wayback Machine more quickly that you expected. There’s nothing more questionable than when a company’s blog, for example, isn’t regularly updated. Not only does it suggest that your company is behind the times, but it puts a gray cloud over your business. Outdated information implies that you’re not around anymore or that you can’t finish what you start. Your website is the face of your company – don’t paint the wrong impression on it.
5. Know who you are. – It’s ok to keep tabs on your competition, but don’t get caught up in mirroring what they say. Consumers are smarter than you think. Chances are your website won’t be the only one in your field that they’ll visit. If you throw around the same language as the person down the street, you won’t make an impression either way. Avoid this and develop your own character that illustrates the values your company represents.
- Mary Evans
Depending on your industry, your website can take a million different directions and offer a variety of things. But there are a few “must haves” that marketing pros should implement in their website. If you think this sounds elementary, then think back to the scenario I mentioned above. Chances are, the websites that made you shake your head missed out on one of the most common elements. I have listed below my top pet peeves but there could be elements that make you click the close button yourself. Take a read and let me know – what other aspects keep you reading for more?
1. Can you hear me or should I yell louder? – Listen to your audience. That means do something with both the positive and negative feedback that you collect. If website visitors have a common complaint, then do something about it. Don’t just push HTML codes around and go through the motions of common updates – instead, do your due diligence and make sure you know what your customers are looking for. Whether it’s offering a form for visitors to submit with feedback, posting a survey or conducting a focus group, do something to demonstrate your dedication to your clients. They know what they want, so why not give it to them?
2. Give me choices. – Offer your audience a variety of resources. We’re getting ready to enter 2010 right? Then don’t get stuck on a rut with posting paragraphs of marketing lingo. Step up and offer your content in various outlets – videos, webinars, whitepapers, Facebook and Twitter are great examples. You’re never going to go buy a car without a little bit of research right, so why would you expect someone to call you after only a few minutes on your website? You’ve already gotten people to your website, now keep them there and give them the tools they need to confidentially take the next step – calling you to make a deal.
3. Talk to me…here, there and everywhere. – In today’s world, there’s no excuse for not staying connected. Social media outlets not only push out information as I mentioned above, but it also gives web surfers the ability to talk with you directly. Whether it’s to voice a concern, give feedback or ask a simple question, giving people the ability to voice their comments is invaluable. Let them have their say – they are, of course, the people who keep your doors open.
4. Keep the cobwebs away. – Although social media adds more elements for you to keep on top of, it’s critical that you stay up to date. Don’t let your platforms expire or go static or else you’ll find yourself archived on The Wayback Machine more quickly that you expected. There’s nothing more questionable than when a company’s blog, for example, isn’t regularly updated. Not only does it suggest that your company is behind the times, but it puts a gray cloud over your business. Outdated information implies that you’re not around anymore or that you can’t finish what you start. Your website is the face of your company – don’t paint the wrong impression on it.
5. Know who you are. – It’s ok to keep tabs on your competition, but don’t get caught up in mirroring what they say. Consumers are smarter than you think. Chances are your website won’t be the only one in your field that they’ll visit. If you throw around the same language as the person down the street, you won’t make an impression either way. Avoid this and develop your own character that illustrates the values your company represents.
- Mary Evans
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