Despite commercial imperatives, objectives for a website should not be just about sales, sales, sales. In fact web trends are showing that savvy businesses are realising that the value of their website goes way beyond this. Think about your website in terms of the following functions:
Customer Service
Can you fulfil answers to popular queries and provide reassurance about your brand online?
Product Research
Simply featuring a product or service with a cost is giving fodder to price comparison sites, give succinct information to satisfy the customer’s appetite for information
Brand engagement
Delight your customer, inform and entertain them, giving them a reason to return to your site regularly
Remember web content is king for 2011 – but it must be written for humans as well as search engines … use social media well, develop apps. The need for a good digital marketing strategy is a no brainer but you have to be clever about it.
