Tips voor corporate websites

1 april 2004, 15:52

Omdat steeds meer mensen online zaken doen, moeten bedrijven zorgen dat hun website voldoet aan de huidige maatstaven (up-to-date, eenvoudig te navigeren, juiste en volledige informatie, etc). NewBusiness heeft een aantal aardige tips voor corporate websites.

A company?s website should not be an afterthought. Regardless of your industry, your corporate web presence should be a core element of your marketing strategy, providing customers with a channel for communication and most importantly, trade. So, follow these simple tips to keep your site fresh.

1. Firstly, in smaller companies, you should nominate one person to have responsibility for keeping the site up-to-date.

2. Make sure your site address features heavily in all your marketing communications. This makes your site central to your message and will force you to ensure your site remains current and relevant.

Remember your staff will visit your customer facing sites too ? be sure the message you give them internally fits with any external messages.

3. Put all your breaking news on the site first before it?s released elsewhere. Then, whatever your salesman in the field says is always backed up by news content on the site.

4. Remember to remove any time-sensitive or time-expiring content ? news from three years ago isn?t really news anymore.

5. Ensure the design/layout reflects the values of your brand and/or corporate image. Regular, small updates and changes are preferable to infrequent, major overhauls (they?re less risky, too). What?s more, regular updates are more likely to be noticed by search engines.

6. Focus equally on first time visitors and frequent users. Try to have something new, at least on the homepage, to help keep regulars returning. Frequency of updates would depend on the nature of business, but monthly is a good rule of thumb.

7. Use technology to minimise the time and cost involved in making updates and to de-skill the process. Get good news and updates out there fast.

8. As far as is possible, gear your site around content that is already being produced and data that is already being maintained (eg: product databases, price/stock lists, brochure and press release copy, newsletters, etc). Reducing the unavoidable burden of content creation will help to ensure that necessary updates are implemented.

9. Visit your own site regularly (preferably over 56k modem link ? not everyone?s on broadband yet). You?ll spot opportunities for new/refreshed content better than anyone. Be self-critical.

10. Regularly check that links/cross references are fully operational.

11. Encourage third party feedback on your site, particularly in relation to ease of use, clarity of navigation, relevance and so on. This can be formal or informal, professionally undertaken or otherwise. Any user feedback is relevant and much better than none at all. Don?t forget to act on the feedback once you?ve received it too.

12. Review search engine performance. Possibly set up a contract with a third party to maintain this for you. It?s a big area and the approach taken will depend on the relative importance of your site?s visibility to search engines.



Marco Derksen
Partner bij Upstream

Oprichter/partner Upstream, Marketingfacts, Arnhem Direct, SportNext, TravelNext, RvT VPRO, Bestuur Luxor Live, social business, onderwijs, fotografie en vader!


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