Organisations should never underestimate their marketing collateral, because no matter how good your business resources are, it counts for nothing if your organisation is not generating clients.
We are now the age of the internet and as such, your organisation’s website has suddenly become your most important contact point with potential and existing customers. You most important piece of marketing collateral, then fast becomes your website. Invest in this collateral and do it properly the first.
Clearly displaying what your organisation has to offer is the first and most important step in ensuring your product/service is easily identifiable and a solution quickly found. And your greatest tool is simplified navigation is your menu structure. Really good websites tell your prospective clients and customers all they need to know by simply scrolling through the menu. Displaying your information in interesting, exciting and multi-dimensional ways also can help you easily convey this information in an engaging way.
Simplicity is the ultimate sophistication, and this is especially true for the navigation of your website. As a client, I have found what it is I’m looking for from your menu structure; getting there, should be just as easy. Always remember that if people have to look for something within your site, they will probably leave and go look elsewhere. And there is no such thing as repetition within a site. This is especially true for contact information. Have it on the footer; and also have a contact page; some suggested even adding your telephone number on top of every page. People will rarely land on your front page, and if your site doesn’t encourage them to explore further you’re throwing away potential business.
The main purpose of a website is to generate business; but ultimately, people do business with people and not websites, contacting your office or a company representative, should therefore be as easy as possible! Like already stated, contact information should be as easy as possible to find within your site; images of your team and their expertise is also a good. People are much more likely to contact you if they know who they’re going to speak to.
Lastly, ensure your contact forms are going to a valid email address that is monitored and that someone efficient is receiving mail sent to your generic email addresses, people expect replies to messages they have sent and not responding can do more harm to your brand, than good.
Make it as easy as possible for people to engage with your website and they will. Make it as easy as possible for people to buy from or contact you and they will.