WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES

In the awkward growing stages of the Internet, many companies naively contracted design-

ers to move their printed brochures online, expecting waves of business from an online

populace that was just learning how a browser’s Back button worked. But after a year or

two, when business only trickled in and few companies saw any return on investment, it

was apparent that simply broadcasting a glorified business card did not convince prospects

to do business with you.

Since then, the web community has greatly matured. More people know how to navigate

the Internet more efficiently and effectively, and they expect more for their efforts. In

addition, both businesses and web developers are getting smarter about content, design,

usability, and accessibility, and the advent of mass broadband and sophisticated develop-

ment languages has enabled levels of interactivity simply not possible—or even imagined—

in the 1990s. The Web is now a leading avenue of business, and companies that do not

take the medium seriously raise serious red flags in the eyes of a savvy web surfer. Users

have almost no patience for poorly designed websites.

From a competitive angle, the Web levels the playing field—every business is lined up on

the same street, marketing to the same customers. Companies either thrive or flounder

in this flat environment. To thrive, you must deliver beyond customer expectations;

better content, sharper design, smarter architecture, and more proactive communication

and interaction are all components of websites that produce exceptional results for

corporations.

What your website should do

Traditionally, corporate websites have been offensive, built to sell. But offense is not

enough. In sports, there are three facets to every successful team: offense, defense, and

coaching. The most effective websites have a similar three-pronged approach: marketing

to new customers (offense), supporting existing customers (defense), and providing gen-

eral corporate information that supports the other two (coaching). Let’s examine these

three key tiers more closely.

Marketing

It is nearly impossible to find a corporate website that isn’t selling anything. All

businesses—from Ted’s Towing in Wichita, Kansas, to the global mega-conglomerate

General Electric—exist to make money. Even churches and nonprofits need to collect

revenue in order to keep their doors open. Sometimes “selling” isn’t literal. (It would be

difficult for McDonald’s to literally sell you a Big Mac and chocolate shake via an online

shopping cart.) In fact, sometimes the primary marketing on the Web is accomplished

through calculated brand reinforcement.