Although this is just the second in a series on Web 2.0 online marketing, it is one of the most important as the website is the core for all of the other online marketing activities. Think of your Web 2.0 website as your virtual store/office. This is where business is conducted and, as such, provides the highest return on investment (ROI). Everything else represented on the graphic below is available to increase the amount of business you do at your website.
Considering the importance of this one element, I have teamed up with Pete Hollier from SEO Wizardry (http://www.seowizardry.ca), an expert on websites and search engine optimization to make sure we share with you the most important information available on a Web 2.0 website and why you should upgrade your website to this standard.
The uptake of Web 2.0 and Social Media by Internet users has forced businesses to take note of this phenomenon and initiate Social Media into the marketing mix and of course, your website.
Web 2.0 and Social Media are online activities, therefore once interaction with consumers has been initiated it is likely the next customer interaction will be on the company’s website.
The First Impression
“You never get a second chance to make a good first impression.” First impressions count, and on the Internet that impression is made in fractions of a second.
Research completed by Web Usability expert Dr. Jakob Nielsen found web users are becoming more impatient and just want to accomplish their goals and leave. “People want sites to get to the point, they have very little patience.”
To make an impression in such a short time frame requires attention to detail in:
- Graphic Design
- Web Page design and layout
- Web Usability standards
All the above elements require specific attention and expertise to ensure they work together to create a website that enables visitors to quickly:
- Determine who the company is
- What services/products the company provides
- The benefits obtained by visiting the website
- Navigate intuitively to required information and processes
Web Site Necessities
I favor minimalist design, visit Google and briefly analyze the home page using the considerations listed above. It does the job doesn’t it?
However, your business is not Google and it is likely you will be required to provide more in-depth information to fulfill your visitor’s information and process requirements.
- Web Site Navigation
Yes it’s obvious, but Web Navigation is a critical element to ensure both your visitors and Search Engines are able to easily and intuitively access. Navigation had to be mentioned because of the importance of the website’s navigation system in enabling visitors to accomplish both their objectives and your business’s goals.
- “Must Have” Web Pages
The overall information architecture of the website will be dependent on numerous factors such as business niche and site purpose. However, there are some Must Have web pages that are common to most websites.
Home: Introduces company and website benefits
About: Information about your business, management and employees
Contact: Contact information forms, physical address, phone, emails
Privacy Statement: If your require information of any type from customers they must be informed about your company’s privacy policy
The Blog: Web 2.0 is about user created content, it is becoming essential to develop the corporate blog to communicate and interact with consumers.
Web Site Processes and Visitor Interaction
Social Media encourages communication and interaction. The social interactions which occur on Social Networking and Micro Blogging websites must continue on business websites.
Web 2.0 has created a multitude of web applications enabling business to communicate and interact with consumers. Some of these include:
- Site Blogs and Forums
- Photo, Video and Pod casts
- Email, live chat customer support and Skype
- Interactive forms to capture customer information a queries
- Downloads for white papers and discount coupons
The Social Media Necessities
The internet is busy and very noisy; every opportunity to establish multiple points of contact and promotion must be utilized. Some of these are mentioned above.
Although we will go more in depth in future articles of this series, the following Social Media tools should be available on your website:
- Links to your Social Networking website profiles
- Linkedin
- Facebook
- Twitter
- Links to Social Bookmarking and Social Recommendation websites
- Stumbleupon
- Digg
- Delicious
The Last Word
Social Media Marketing is becoming increasingly important to businesses and it is important the website supports and promotes your business’s Social Media initiatives.
As an outline and a starting point the above outline provides an indication of what you should be considering when upgrading or developing your website to support your business’s online activities.
Should you wish to contact Pete Hollier, you can do through his LinkedIn page or by email at pete@seowizardry.ca.
The next few articles in this series will focus on the elements that are in the second ring nearest the bulls-eye in the graphic above.
Those that enjoyed this article, also enjoyed:
Web 2.0 Online Marketing Series
Web 2.0 Blogging For Business
Web 2.0 SEO – Search Engine Optimization
Web 2.0 Email Marketing & Autoresponders
Web 2.0 Pay-Per-Click Advertising
Web 2.0 Online Press Releases& Articles
Web 2.0 Forum & Blog Commenting
Web 2.0 Professional & Social Networking
Web 2.0 RSS Feeds and Widgets
Web 2.0 Video & Podcasting
Web 2.0 Wikis & Open Source Marketing
Web 2.0 Bookmarking & Reviewing Sites
Web 2.0 Affiliate Marketing Programs
If you would like to contact me, you can do so by emailing me at mike.clough@bestbizpractices.org or visiting my LinkedIn page.
Posted by: Mike Clough
