As the Internet’s influence on society has increased
exponentially, a Web site can no longer be just a corporate
brochure or shopping flyer as it used to be in the “old days.”
“It must be a tool to brand your product or service,” says
Allan Gorman, author of the new book, Briefs for Building
Better Brands.
Gorman offers these tips for companies to achieve maximum
marketing value from their Web sites:
- First (page) impressions matter most – Branding begins
before the first page of your site loads. Does a visitor
have to wait too long for your flash animations to load? Are
the clips useful for telling your story, or just gratuitous
pieces of art that say: “See how cool I am?” Is the first
page designed to load efficiently for all connection speeds?
- Ease of use equals a pleasant visiting experience … and
marketing effectiveness – Does your Web site use all the
trendiest fashion, styles and Web tools at the expense of
legibility and clarity? Or is it pleasant to look at, easy
to understand and easy to navigate?
- Make them want to return – Web site “stickiness” is
important, but giving people a reason to want to return is
even more essential. Create relevant, interesting and
involving self-assessments, puzzles, surveys or tests that
relate to your products or services and that will make the
visitor’s experience educational and interactive.
- Provide essential information – This sounds simple
enough, but take some time to visit various Web sites and
you’ll find accessing basic information isn’t always easy.
No matter the business, every site should include: a clear
explanation of your product or service, highlights that make
it unique, success stories/case studies, endorsements and
contact/order information.
- When designing a site, pretend you’re giving a Web site
visitor a tour of your office or plant to impress them –
What do you think they’d want to see or know? What’s the
best way to present this information? How can you keep them
interested and make it fun?
“The power of the Web as a psychologically powerful
influencer is often overlooked by businesses,” says Gorman. “A
company Web site should be consistent with all marketing
materials, and focus on introducing, supporting and building
loyalty for your brand.”
Briefs for Building Better Brands is available in
bookstores and through online booksellers; Web site:
www.brandspa.net. |
