Web sites have become a “must have” for businesses of any size, in any industry or geographic location. In fact, to a large degree, if you don’t have a web site, you don’t exist. When potential customers are looking for products or services they are very likely these days to turn to the Internet and do a search. If your business doesn’t come up in their search efforts, you’re not likely to be part of their consideration set.
But, even if you do have a web site, and it does come up, how can you be certain that you are standing out effectively among your field of competitors? And, how do you know if it’s time for an update of your site?
Strategic Communications, LLC, has been in business now for 5.5 years and we recently launched the third iteration of our web site. Why? Because, as part of our annual review and planning process we felt it was time to make some changes to better support our brand, stand out from the competition and ensure that our content was easily accessible and viewable on devices like tables and smartphones.
Our recommendation to other businesses would be that they consider their web site, along with other communication/marketing materials, during an annual planning process that would involve:
- Affirmation/verification of mission, vision and values
- Identification of specific goals/objectives for the year
- Review of past year’s results
- Review of competition
- Review of internal and external environmental factors (which would likely include consideration of how technology may have changed/emerged and how that might affect communications)
- SWOT analysis
- Development of strategies and tactics
During the process, some factors that might indicate the need to update the web site could be:
- Current web site is not clearly focused on mission/vision/values
- Current web site is not meeting goals/objectives
- Current web site is not well positioned against competitors (this is a very important factor and, for online businesses, is really one of the key means they have of influencing and impacting their target audiences — if their web site does not position them well/appropriately, that strongly suggests the need for change).
It is important that your web site be supportive of your desired brand image and that it helps you position yourself effectively against your competitors. Since much business is done online these days, very often the only impression you will make is through your online presence: your web site, your social media activities, etc. Carefully considering how those online impressions might impact your target audience is important and a first step in determining whether the time to update your web site might be sooner rather than later.
Recommended Reading:
The Everything Guide to Customer Engagement
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