Where does a website fit into your marketing strategy?

A corporate website typically fits into one of three categories:

• A brochure
• A sales tool, typically measured like a junior sales person
• A company division, a full e-commerce solution targeted and measured like an outlet or shop

The majority of websites fall into the first category, but that does not mean they should not be measured. Even if only designed as a brochure or information site, the power of the web still allows a simple site to interact and communicate with visitors. Far more powerful than a paper brochure. The issue is normally that companies view such websites as “simply another brochure” and allow it to get out of date and pay little or no attention to any enquiries it generates.

To be effective any company site must be seen as part of an overall marketing strategy. This strategy should integrate each part so the web address is promoted in other advertising. Where a promotion is made, it should be reflected onto the website which should also be updated regularly.

The website should then be used as a tool to collect leads and contact details from visitors wherever possible. Unlike a paper brochure, the website can be interactive. It can have an area to sign up for updates by collecting names and email addresses. It can have a contact us section which relays a visitor enquiry. But unlike a brochure, the website provides constantly updated information about how popular it is. The web statistics are a valuable and essential tool in understanding the effectiveness of your site.

If your website has been designed either as a sales tool providing login areas for customers and interacting to a greater level, or it is a full e-commerce solution generating revenue, it is more likely you already target and measure its performance. But there are still potential areas for improvement, talk to us and see how the effectiveness of your site may be improved.