Whether you're concerned with business-to-business, or business to consumer, whether your organization is large or small, commercial or nonprofit, these are some fundamental questions around your Website and technology strategy that should be addressed. Otherwise, you risk missing opportunities, and not maximizing
return on your investment in your online presence.
If you haven't visited your own Website for a while, look at it again in light of these questions:
1. Does your Website present an appropriate image of your company? Marketers talk a lot about branding, and consistency of message. Does your company site reflect how you'd like your customers to feel about your business? Is it sophisticated, and professional looking? Does it speak directly to visitors in language that they'll understand, and in ways that relate to their issues and needs?
Image is also about public relations. Publicity is a powerful marketing tool, and reporters are increasingly looking for stories and information online. Does your Website offer a media center? Does it offer comment on current events in your industry? Do you face up to bad news, and spin it to your advantage? Whatever you may think of Microsoft, check out their extensive Press Pass area at:
http://www.microsoft.com/presspass/default.asp
2. Does your Website suggest potential for new or currently untapped markets? In almost all sites that I've consulted for, we've identified markets or audiences beyond "real-world" customer base of business.
This may be because site extends geographic reach of your marketing. If you have good content on your site, it may also be because visitors looking for your subject area find you in search engines, and come to read your articles and white papers.
Either way, if you find many "non-traditional" visitors to your site, you should assess whether they constitute a possible new market area for your business.
3. Does your Website suggest potential for new products or services? A clear understanding of your visitor needs may also encourage you to consider new products or services. On Web, bundling expertise into downloadable, for-sale content provides valuable new revenue streams for many businesses and non-profits.
You can find great clues for development ideas by tracking keywords entered into your own site search engine. These show what visitors expect to find on your site - and therefore what they expect your company to offer.
4. Does your Website provide continuing added value for existing customers? Most site owners focus on acquiring new customers, and fail to maximize opportunities to support and service existing ones.
These include password-protected areas where your clients can follow progress of their projects, share documents with you, etc. Personalization and pre-populated forms (i.e. which are automatically filled in with customer's details) help to create a feeling of value, and save time for your visitors.
