Maximize Results Online
How We Help You Improve Website Results
Your first opportunity to engage a new customer is often online. Your online presence is a sales tool that should produce measurable results. How are you doing?
Everything matters when it comes to your website.
- Solve problems. You must offer unique and high quality content that focuses on customer needs.
- Provides timely and valuable information.
- Enhance relationships between people.
- Evoke your brand.
- Support commerce efficiently.
Though Maslow used the Hierarchy of Needs to show how people are motivated to be the best they can be, the same can be said for your online presence. The best websites evolve to a stage that serves the common interests of the organization and its market or community. The most successful websites promote mutually beneficial relationships between buyers and sellers because they provide extraordinary value.
Unfortunately, most websites never take care of the basics first. How long will a house stand on a flawed frame and foundation??? You'll find out when your competitors huff and puff...
Web Hierarchy – Where Does Your Website Fall?
Stage 1: Inviting
Build a solid frame and foundation first! The first stage of building an effective Web presence takes care of the basics and develops a solid structure. Your goals and measurable key performance indicators (KPIs) will guide you through this process.
- Use a secure, reliable, and fast enterprise website host.
- Identify your customer and listen to his and her needs.
- Develop a content plan that solves your customers' problems.
- Create smart navigation and make it easy for the reader to use your site.
- Implement a content management system so you can update your site content.
- Ensure your site is search engine friendly with well constructed URLs, targeted meta data, and site map submissions.
- Make sure you measure those KPIs using Web analytics.
- Make sure every link works.
- Include keyword search of the site.
- Incorporate scalable information architecture.
- Every website must complete this stage before moving forward. If yours is a typical Main Street small business, this stage is where your online presence can remain and still be successful.
Stage 2: Interesting
Its time to drywall, add plumbing, electricity and finish your interior. The second stage of your website moves from structure to content.
- Your site content should engage your key audience though content that speaks to them, solves their problems, makes them smarter, and leads them to take action.
- Here you also communicate your brand message and create a reason for readers to remain in your site and take your desired action.
- During this stage you really build your value.
- Closely monitor the performance of your KPIs and use that data to guide your content. Ensure your KPIs are on track and they support your goals.
- Expand your search engine optimization to incorporate your keywords into your content.
- Build in methods for feedback.
- Add calls to action and response forms.
- If appropriate, build e-commerce into your site.
- Now is the time to kick off pay-per-click marketing campaigns.
- At this stage, e-mail marketing can help generate qualified leads and drive traffic to your website.
- Your site should include a news section.
- Follow what people are saying about your company and respond when appropriate.
- If you are a slightly larger organization or business, this stage is your goal.
Stage 3: Engaging
Branch out and get to know your neighbors. This third phase moves into outreach. Spread your content and ideas. This third phase is all about building relationships.
- Use social media to include blogging, forums, Web video, e-mail marketing, newsletters, e-magazines, and more. Measure your efforts.
- Continue to measure your efforts using Web analytics and other measurement tools. Re-look your KPIs and determine whether they need to change.
- Learn where your potential visitors spend their time online and meet them in those places.
- Comment in other industry blogs.
- Build a presence in relevant social media platforms like Facebook, LinkedIn, and Twitter.
- Register your brand in all social media platforms for reputation management.
- Increase your search engine optimization efforts by adding interactive elements to your site.
- Spread your content through Webinars, video, Slideshare, and White papers.
- Move into non-online efforts including speaking engagements, conferences, seminars, and networking events.
- Build your credibility as an expert in your field and draw readers back to your website.
Big businesses and organizations should operate at this stage once they solidly build stages one and two.
Stage 4: Empowering
You're the neighborhood icon everyone looks to for advice. During this final stage you solidify your online presence. "You are the brand!"
- Your website is the go-to site for your industry...the leader.
- As a trusted source of knowledge you continue to reach out to your readers.
- Others come to you to solve their problem and increase their knowledge.
- Maximize your S-E-O through building links with other industry experts.
- Expand your online newsroom for industry press, including bloggers.
- Seek out and accept speaking engagements.
- Seek press coverage in major industry news outlets.
- You are the "trusted" source for media and bloggers.
Your online presence might never reach this stage, nor does it need to. This empowering stage is for the big guys who have positioned themselves nationally and even internationally.
If you want to discover where your organization is within the Web Hierarchy and how you can reach the next stage, complete this form and NetStrategies will lead the way.