In the development of your site, here are some of the factors that essentia® considers critical to the
success of your site:
- Design, look and feel
- Content
- Navigation and Useability
- User-centred objectives
- Statistics, Measurement & Analysis
- Launch, driving traffic, ongoing communications, and integration
Design, look and feel
The look and feel of the site will represent your brand, what it stands for and what you believe in offering your customers. As such the logo, branding style and corporate imagery should be determined before work on the site commences. If you have existing corporate identity and style, t hese values would be reflected in the design of your site.
Content
While look and feel is important to attract prospects to your site, the content is critical. In developing the content in conjunction with you, we will work with you to ensure that the manner in which it is conveyed is easy to understand, engaging and relevant to your target market. Information on the site should be up to date and the content should load fast so that users do not abandon the site for competitor sites. Links to relevant industry bodies and other useful information may add credibility to your site. This may or may not be appropriate to your business. The content needs to be relevant and tailored to the needs of your target market; it also needs to be presented in a manner that will generate keen interest that would lead to enquiries.
Navigation and usability
Our role is to develop a site that is easy to navigate, making sure that prospects do not abandon your site due to difficulties in navigating around the site to find the information or help they were looking for. A site map may be included to help people find their way around the site and a search function might also be helpful.
User-centred objectives
We don’t just design and build you a website; we develop one that works for you. Prospects who visit your site are possibly looking for indication or assurance that you have what they are looking for and that you’re a reliable company to deal with. Information is conveyed in an interesting and engaging manner. The copy should be pitched at them, written in a way that would lead them to make further enquiries.
Lead generation and acquisitions
The purpose of your site is not only to generate interest but to convey information and generate leads that you can follow up on with a more personalised one on one approach once the enquiry has been initiated. When working with you in developing the site, we have that objective in mind so that we can maximise every opportunity available to you. We facilitate enquiries by providing readily accessible enquiry forms or “contact us” buttons and email links, and write copy that helps drive “lukewarm” prospects to becoming “hot prospects”. People who come to your site may possibly already have some degree of interest and what we need to do is to get them to contact you to ask more about what you have to offer.
Measurement & Analysis
Where we can, we provide ‘value’ to your prospects or customers through the site in exchange for their data so that you can establish a database of prospects to follow up on. We are able to track information on user visits and this will provide valuable information for future targeting and marketing purposes. Enquiries can also be tracked on a database which will help you identify particular areas of interests for promotion.
Launch, driving traffic, ongoing communications, and integration
We also advise you on search engine optimisation strategies to maximise traffic to your site. In addition, we can assist you in the launch of your website and marketing of the site, online and offline, using a combination of direct marketing and traditional marketing methods. Where appropriate we use a combination of advertising and promotions, direct marketing and channels such as email broadcasts or SMS broadcasts to communicate.
Integration of all offline collateral materials with the website is important to ensure we maximise the opportunity to enhance and reinforce your brand. This is especially critical to continue to build a strong presence in the minds of people looking for your type of product or service, ensuring that you continue to remain top of mind and occupy high share of mind in order to block out competition.
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