Components required for a successful website
These vary greatly, but must be driven by the Commercial Objectives for the web site. A successful web site requires a number of key elements, factors to consider include:
1) Corporate Image
Will the web site follow the existing corporate image or will a new style be developed for the web site? A consistent look and feel for all marketing communications is essential.
2) Layout / Navigation
Although the layout of an effective web page can be a subjective matter, there are a number of designs that have been shown to enable quick navigation around the site.
3) Search Engine Optimisation (SEO)
SEO is a key element in any successful web site. As well as defining meta tags and key words, the copy must also reflect the techniques used to increase search engine rankings. The completed site must then be submitted to relevant search engines. The importance of SEO must not be overlooked.
Copy must give a clear, unambiguous impression of what the company does. This must be achieved within the homepage and preferably within the opening sentence or paragraph (the “value proposition”). All copy written for the site must be succinct and to the point – web users are notoriously impatient.
5) Photos / Images
All photographs (whether of equipment, people or premises) must be of good quality and optimised for the web, together with captions (“alt tags”). The same applies for any diagrams or line drawings.
Graphics are used as part of the corporate look and feel, these include logos, photomontages, icons and buttons. The use of good quality graphics, combined with an effective layout, can greatly enhance the impact and use of a web site.
7) Product Catalogues
Online Product Catalogues are an effective way of displaying a company’s products. Content generally includes product descriptions, catalogue numbers and images. Pricing information can also be included if the customer wishes to sell from the web site.
8) Blogs and RSS News Feeds
Blogs are an effective way of promoting your web site. They can be implemented in a number of different ways, depending on the circumstances, but the key principles are the same: the blog must talk about topics that are relevant to the site’s subject matter and the blog must add value for readers.
RSS (Really Simple Syndication) News Feeds can be linked to the home page or news sections, providing an up-to-date feel to the web site. News Feeds can be tailored to the industry or sector and are often free, but are not always appropriate.
9) Response Mechanisms
Effective Response Mechanisms are essential. These include enquiry forms and email links as well as listing postal addresses and phone (and fax) numbers. Other mechanisms include Registration forms, so that visitors become members – these are supported with automatic email confirmations. Membership Registration can be used as the basis of an effective, permission based, email marketing tool.
Although the type of Response Mechanisms required will vary with each web site, their importance can not be overstated.
An e-commerce enabled web site allows products to be sold directly from the web site. This can be a cost-effective way of selling spares and consumables.
Downloads can add a lot of value for visitors to the web site and consequently generate regular repeat visits. As part of a Technical Library, these can include technical information, service and maintenance advice, product specifications and much more. Hosting of short training or maintenance videos is also possible.
12) Hosting Options
A wide range of hosting options is available through Accuvista, the choice of which will be determined by the level of traffic expected and bandwidth required.
Get in touch
If you would like to discuss your new or existing web site, please contact us.