Corporate Website: Do it Right The First Time.
by Ambrose Lee |
Corporate Website: Do it Right The First Time.
The wrong ideas
Your precious corporate website. One would imagine that with the money spent on setting up a corporate website, it should enhance the value of one's company or bring in more businesses.
Some corporate branding manager has the idea that the more attractive the web design is, the better it will be. While this may be true for brochure and billboards, the corporate website holds an entirely different raison d'être.
The real picture The heart and soul of a corporate website is INFORMATION, not design. People surf the Internet who drops by your corporate website are looking for information, not how "nice" your website looks.
Imagine surfing a website that holds promising answers, only to navigate what seems like a million clicks and still at odds to find the information you are searching for. It doesn't matter how "gorgeous" the website might be, you would probably leave and vow never to return. In fact, sometimes the website design might actually hinder the website from accomplishing the website's goals and objectives.
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Ambrose Lee
 He manages project development and also supports the overall sales execution and deal negotiation.
He devotes most of his time working with clients in achieving their business objectives by leveraging the power of web marketing / presence. |
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The Test
Now that it has become apparent that it is content that count, not designs; the next step is to identify if your corporate website will pass as a good and informative website. Will your website keep drawing customers back for more or will it drive them away vowing never to return.
A simple test would be to ask a few associates who are new to your corporate website to browse through the website.
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Get them to find some basic information, such as the company's contact, address, products and services its offering or specific product information. |
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Time each of these searches and count the number of clicks before reach the desired destination. |
A rule of thumb is to have your visitors find anything they want in less than 10 seconds, or within 3 clicks. Should they take longer to surf through your website, you potentially could have a very good website.for driving customers away!!
The Improvements
Should you be so unfortunate to find that your website is indeed ineffective, there are 3 simple guidelines you could do well to abide by.
Information Management
While the phrase Information Management sounds very much a cliché, I assure you that it is at the very top of the priority list to rebuild your website.
Just like a well-oiled machine, a website can run very efficiently if the information are reviewed periodically, updated when necessary and supplemented regularly.
It is advisable to present information in a reader friendly mode, meaning to say that big, long words should be avoided if possible and long sentences cut short. Bullets and numbering are good ways of conveying messages.
Information Location
Consider also placing your information in strategic locations, readily to be found if searched. A few tips on location of your information or browsing items:
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The "Home" link to be located at the top-left corner AND the bottom-center of the browser window - this will enable users to quickly return to the main page |
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Not only the "Home" link but all your Primary or major topic links to be readily available at the bottom-center of the website |
Navigation Structure
While certain JavaScript enhances the charisma of the website, it could also be a deterrent for your website visitors. Again, focus your attention to the information and its availability.
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The website Primary menu should always be in the same location with the same content. |
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If there are Secondary menu, Java Scripting could be used to create sub-menu effect; Alternatively, add-on menu are also good enough, so long as the Primary menu stays where it always is. |
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Organized your content so that it does not congest the page. |
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Subscribe to the KISS theory (Keep It Simple, Silly) |
Design Criteria
Although your focus is on information, you need to keep an eye on the design part of your website. The images or pictures used in the website should not delay or slow down download time. That is one main reason why animation and videos are kept to a minimum for most corporate websites to increase the speed to load.
If your website contains loads of pictures or images consider listing a library of contents, segregating pictures in groups and make use of thumbnails. Remember to label each thumbnail as visitors may not be interested to view each and every picture.
Conclusion
After all your hard work, it is time again to put the website to the Test once again. If the past testers find the new website an improvement; and the new testers can find all the required information within the 3-click rule, give yourself a pat on the back and congratulate yourself.
Welcome to the Incredible World of Business Online.
