Your Web. Your Window.

Your Web. Your Window.

Your website is the window to your company. The first place I go if I want to check out a company is their Web site. I am sure it is what you probably do too.

The Web site today is crucial for giving the first impression. The site portrays the brand and gives an image of the company as well as delivering information about the company, of course.

Personally, I find myself leaving sites that are out of date or complex to navigate.

The experience should be easy and intuitive, teasing the visitor to want more and to click again. Information should be kept fresh and up

to date.

The messaging, imagery and branding on the Web should be consistent with other materials.

Visitors are fickle. They will make the decision to stay or leave your website in less than three seconds—are you confident your site will pass the test?

Have a quick look at your web to ensure: –

• It presents you company in the best manner visually. Does it give the right first impression? Does it deliver information easily and seamlessly?
• Messaging, brand and imagery are consistent with other materials. Many times I see Companies amend their brochures or annual report, for example, but forget to update the web with the messaging or information.
• The information is fresh. Do you regularly update the blog and company news, for example? Static sites are not interesting to visit and do not encourage repeat visitors.
• How well your site ranks in search engine search results. It may look appealing, but how does it rank in
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  terms of search engine optimization (SEO)?

• You have a call to action. A newsletter or whitepaper sign-up box, an email address for more information, for example? Be clear about the WIIFM factor (what’s in it for me). Explain what the visitor will gain by sending an email or signing up for the newsletter or whitepaper.

If you have doubts about any of the above points, I recommend a Web overhaul. The Web is such a valuable and powerful tool when used right. It is the window to your Company. Make sure it appeals to your audience, draws them in and sells you as best it can.

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