Set the key goals for your internet presence
This might sound obvious, but… Your web site only exists to meet your objectives for your organisation. We work mainly with commercial businesses, so we define these as Commercial Objectives. These vary according to customer and market demands. Generally, they include one or more of the following:
1) Corporate Promotion
A simple promotional tool to increase market awareness of brands and products. This is particularly effective if your customers are spread over a wide geographic area.
2) Online Technical Resource
An online resource to provide in depth technical information – this will have two effects:
a) Provides increased levels of customer service via the web
b) Drives repeat visits to the site helping to generate awareness of new products and services
3) Alternative Sales Channel
A low cost sales channel; by incorporating e-commerce facilities the web site can be used to make sales of:
- New products
- Spare parts
4) Customer Community
A tool to build customer community; providing the ability for users to exchange information and ideas regarding the customer’s products.
Commercial Objectives are the key driver
It is essential that the Commercial Objectives are outlined at the outset and that these are always kept in mind during development. It is good practice to review the Commercial Objectives on a regular basis to ensure that they are still relevant to the business and hence the resulting web site remains relevant to the business.
If you would like help to define your Commercial Objectives and apply them to your web site, please contact us.