DeckchairEvolving your web presence
Article 3 in the series ‘What does your website do for you?’
A website is an address that can be easily visited by all, that represents the ideas and personality of the organisation behind it. The beauty of the medium means that as the ideas and personality change within the organisation, so too can the website.
Businesses still often treat a website as a static piece of marketing material that is produced once, then left to do its work until the next time they choose to have a ‘spring clean’ and refresh the website’s look and content.
It is important to understand that the more fluid and current a website is, the more likely someone will find it useful. This does not mean that the site needs to constantly shape shift and turn inside out, but the relevance of the content within it needs to change to reflect the business.
If the site is to accurately reflect the business as a whole, it needs to be maintained and evolved, much like a retail shop needs to update its products and layout to keep its customers interested.
The best way to achieve this is to create a roadmap for your online presence and build a good relationship with the web design agency that will build the site. This way you can be clear about how the site will evolve and make sure that time and budget is allocated to implement the changes.
A website is ultimately a marketing opportunity like no other; one that the business or organisation can have a high degree of control over and, if it has something to say, one that customers and users will actively seek. It is a cost effective way to accurately represent your business and tell your existing potential customers about your knowledge and how you can help them with the solutions you offer.
Our next article discusses the personality of your website. What are your thoughts on this article? We would love to hear from you.