Designing and building a web presence involves various elements and marketers must have a comprehensive understanding of these elements, and they must also know how to map the company objectives to these elements.
From designing to team management, building a web presence is an important part of a marketer’s role since it involves creating the interface for the user interaction.
Most firms build a website platform in order to communicate with its target segment.
The website of a company helps visitors to know more about the company and its products. The content available on the website can help gain trust of a customer, and the design and also positively impact sales (Demangeot & Broderick., 2016).
The website is like an online brochure for any business.
Things to consider when making a company ywebsite:
- Map the business goals of the firm with the marketing objective of building a website.
- Create an information architecture and wireframe for a brand with multiple products and having a presence in multiple geographies.
- Make the website serve as a platform for unified marketing communication for the target audience across all geographies, while, at the same time, focusing on local needs and requirements.
The information on the website should be streamlined, allowing a visitor to quickly find the information/product they desire. The information/products should be placed into various categories, and should allow visitors to filter the information/products based on various factors, thus making it easier to find relevant products.
The main menu should be simple and contain links to all of the important pages, such as Home, Sitemap, and Contacts. Prepare navigation options that will easily lead the viewer throughout the website and back to the homepage once again without any confusion along the way.
The website must look proper on a compact mobile display; viewers must be able to read the material, whether it’s at home on the PC or on-the-go with the phone.
The website should clearly mention what the company does, what its sells, where is it located, its business philosophy, its product returns and exchange policy, and should provide proper contact details so that people can contact the company if required. All of these inspire confidence in the company for any first-time visitor.
Academic / Assignment Questions
Question: What are the key communication objectives for the website? (List down any 5 areas) (For example – if a company has a marketing objective of highlighting its technology as a key USP, then the communication objective for the website would be to have a tab on the navigation bar named as ‘Technology’).
References
Edwin Toonen. Page speed as a ranking factor What you need to know.
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