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The starting point of any online marketing strategy is having a good website which you can then start to drive traffic to. Today, no medium has the reach or potential as vast as that of the Internet. With the vast amount of data that the medium generates, you can tailor your offer to your customer as narrowly as possible and give an entirely new meaning to customer service. The web enables faster and convenient service delivery in a manner that was unimaginable before.
Indeed, experts contend that your web site is more like your digital business card. It’s the first online look at your company. You just gotta ensure that it’s not the last.
Visitors spend less than 30 seconds reviewing a home page and that’s a really short time to pitch your service. Put yourself in the customer’s shoes to figure out what information they are seeking and then provide it upfront, without beating about the bush!
A site must have addictive content to make for what is known in industry circles as a ‘sticky’ site. At the same time it must make for simple reading.
Also figure out the objective of the site. Is it to generate a response for you? (This translates into navigation, content, style sheets, registration forms etc.) Or is it to improve the look and feel of the site (Design brief). How often would you need to update your site (The technical brief – static html pages; content management system etc.)? Where will it be hosted?
Next, your site needs to be useable (Navigation issues). Does the content call to action? Is your content credible? Do forms provide sufficient feedback? Is the search box easy to find? Do you suggest solutions in the query results? Are query result listings easy to scan?
All these issues would have to be addressed for a functional, marketable website.