When should we build a company website? Always!
When should we revamp a company website? Always!
If you don’t get the importance of websites, you’re either a fossil or just want to shut down the company and go out of business. There’s no point in writing about companies that don’t have websites, or whose websites are not in line with brand identity and strategy. The place of fossils is in museums.
So, what to keep in mind while creating a new web presence for a company?
While building a website, it’s good to keep the three key things in mind: 1. Why? 2. For whom? 3. To what extent?
Why does a company need a (new) website?
We need a new or revamped website for client communication. We let the customer find us and get to the information they seek, all while facilitating our own communication with them. But do we really build websites only for that? Not always. Whereas some serve to promote brand image or inform, others are designed as complex e-commerce services, online stores, or applications, among others. Whatever the objective, it’s important to remember that all of the mentioned must be consistent with brand image, brand messaging, and the main brand values.
For whom do we build websites?
We’re focusing on businesses here, so we build websites primarily for customers. We do it also for prospective and current employees, shareholders, web crawlers, competitors, among others. It’s therefore clear that a website is not only for keeping the customer informed anymore but serves as an overall communication channel. It should be fast, intuitive (for an easy access to the searched content), and useful. The provided user experience should be consistent across all interaction channels regardless of a device, locale, or browser used, without unnecessary gimmicks or effects. The company website must first and foremost guide and inform, while staying appealing and interesting at the same time. It’s all about the messaging, which here mainly means content. Yet, we do need to know what’s the message we’re trying to get across, to whom, and how.
To what extent expand websites?
It depends what was our answer to the question #1. Besides, website maintenance generates expenses. Not only strictly financial costs but also those related to image. When developing an intriguing brand, we can easily tarnish its reputation through the website that is obsolete, useless, misleading, outdated, and, most of all, frustrating to browse! That’s why it’s crucial for websites to avoid any unnecessary gimmicks. A well-designed website will guide the user to the searched information quickly and effortlessly. Doesn’t matter if it’s the price of shoes, a product manual, or customer support chat, as long as it’s efficient. So, we’re better off without overambitious intentions to expand websites to include latest news or a blog if there’s nobody to do it. All too often, we see top-performing company websites with posts or news as old as four years.
How can we help in building a website:
Creative and technical support