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10 Things a Website Should Do.

Written by: Peter Sickles

Article Overview: A website is much, much more than an online brochure. This article explores ten things your website can and should be doing.

10 Things a Website Should Do.

The days of website-as-corporate brochure are over. Web surfers, whether consumers or corporate clients, are becoming increasingly demanding and discerning. The challenge is to build a website that attracts visitors…and encourages them to return again and again.

#1: Enhance your corporate image.
Your corporate website can be an effective tool to send targeted messages about your products or activities. For example, Starbucks uses its website to foster its image as a corporate citizen. A large chunk of the site outlines Starbucks’ "social responsibility" initiatives, activities which are likely not apparent to store visitors but are nonetheless an important part of fostering customer loyalty and confidence.

Novartis uses its website to promote its recent accomplishments. In June 2002, the company was awarded an international Galien award for therapeutic innovation. A small blurb about the award, a link to a press release and a link to the prize medal are displayed prominently on the front page of the website.

#2: Provide a service or gathering place for information enhancing your appearance as a leader.
A Japanese foods products store in Montreal established a site, which features recipes, tips and information for sushi lovers and sushi makers. The site gives the impression that the store and its owners are leaders in their industry (sushi!) and might be a means to incite confidence in a potential purchaser.

Smith and Hawken, a vendor of plants and outdoor furniture uses part of its website to provide extensive information about its products and allow visitors to ask questions. Their "Garden Guru Resource Center" contains eight gardening "how to" guides and a section to "Ask the Garden Guru" a question. Selected responses are then featured on the main "Garden Guru Resource Center" page. By providing this useful resource, Smith and Hawken can ensure that its customers will visit its site often and stay informed about new products and special offers.

#3: Give out coupons or specials to encourage purchasing.
Studies show that, in 2000, over 14 million people turned to the Internet to find savings coupons (source). On the Zyng Restaurant website, visitors can print out a personalized e-coupon by entering their name and e-mail address. This serves two functions for Zyng; first, it attracts new diners to the restaurant, and second, it enables Zyng to collect contact information about its site visitors and to continue to send them promotional information.

#4: Show what you have.
This might seem like a really obvious one, but you’d be surprised at how many companies offer a great product or service but don’t know how to use their website to show it off. A service company might use a "portfolio" page to describe their offerings both visually and textually. A company that sells a product might try an innovative approach to laying out the product display so that it is interactive or particularly functional and easy to use. An example is the Levi’s website which allows visitors to build their own pair of "virtual jeans" and view them in a host of different colours and sizes (very cool and admittedly sort of fun).

#5: Highlight specials or seasonal events.
According to a recent survey of web surfers, 96% of consumers responded that they require that a site be continually updated. (Survey: Giga Information Group; cited in e-newsletter Circle Online Marketer, June 2002). If you keep your content fresh, you give your visitors a reason to return again and again.

The Coca-Cola website highlights their summer-long "MusiCash" promotion that allows coke drinkers to collect "musiCash" from specially marked coke products and redeem it for CD purchases.

During the month of June, Handspring, a manufacturer of hand-held computing products, used its website to highlight its "Dads and Grads" special offers. This gives the visitor the impression that he must act quickly to take advantage of the special offer (even if it is an offer that is always available on the website).

#6: Provide convenient and efficient CRM and access to proper company departments.
A client who wants technical support likely wants it right away but may not have the time or patience to navigate through lengthy telephone messages or wait while tech support agents assist other customers. Here’s where your website can serve as an important technical support link by disseminating frequently used information and providing clients with a quick and efficient means to contact you.

EXAMPLE:
Kontron has an easy to use and extensive Technical Support page on its site. It allows users to search technical information, browse a list of frequently asked questions, or request that a technical support agent contact them immediately.

#7: Build excitement.
Apple Computer does this extremely well. The company promotes new products on its website using short, catchy phrases that create a "must-buy" feeling in any site visitor. The visitor is left with the impression that if he buys the computer/camera/iPod, he will be on the cutting edge of computing and that a buzz of excitement will surround him. (see http://www.apple.com/ca/powerbook/, http://www.apple.com/ca/ibook/). The site is updated regularly with pictures of new products, thereby giving visitors a reason to return just to find out "what’s up".

#8: Distribute information or materials.
According to a recent survey, 93% of web users see the availability of in-depth information as one of the key factors determining website acceptability. (Survey: Giga Information Group; cited in e-newsletter Circle Online Marketer, June 2002)

EXAMPLES:
Who ever thought that information about vehicle safety could be fun and interesting? Lexus uses its website to promote its vehicles’ safety features through interactive demos and games. Visitors can watch and/or participate in demos of Lexus’ ABS braking system and Vehicle Skid Control handling. Sure beats a safety specs brochure!

Smith and Hawken, a vendor of plants and outdoor furniture, uses part of its website to provide extensive information about its products and allow visitors to ask questions. Their "Garden Guru Resource Center" contains eight gardening "how to" guides and a section to "Ask the Garden Guru" a question. Selected responses are then featured on the main "Garden Guru Resource Center" page. By providing this useful resource, Smith and Hawken can ensure that its customers will visit its site and stay informed about new products and special offers.

Aventis Pharma has used its website to provide consumers with information on health topics and uses this as a vehicle to promote its products.

#9: Provide potential purchasers with ammunition against nay-sayers and superiors.
One of the great strengths of the web as a marketing medium is that there is no cost-limit to the amount of information you can provide. Because of this, the web has been credited with changing consumer behaviour. Over half of new car buyers research their car on the Internet before purchasing; and sites like epinions.com permit people to share their experience with consumer products. With this in mind – companies are using their websites to provide detailed competitive comparisons, and to draw users into get more in depth information about their products. Charts, diagrams, and benefit and feature lists also make great ammunition to help someone champion your company and its products.

#10: Collect information about your customers / visitors
Starbucks sells ice cream to grocery stores. You can go to the Starbucks website to find the store nearest you that sells this ice cream. You do so by clicking on the checkbox next to your "favorite Starbucks ice cream product" and then entering your zip code. Ah ha! Not only do visitors find what they want (a store that sells Starbucks ice cream products) but Starbucks finds what it wants (statistics on which ice cream products are the most popular or sought after and which products are most popular in which regions). Sure beats a run-of-the-mill list of vendors!

Foodtv.ca runs online contests. Once you’ve entered the contest, a new window pops up and prompts you for the e-mail addresses of 3 friends. For each address entered, you get an additional chance at winning (i.e. your name is entered into the contest).

The Novartis homepage features a survey that asks visitors "What are you currently looking for on novartis.com?". Voters can choose one of 6 options and then view the results. This is a simple interactive element that is attractive to users and allows Novartis to get more information about its site visitors.

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Article Tags: blurb, corporate brochure, corporate citizen, corporate clients, corporate image, customer loyalty, enhancing your appearance, garden guru, gathering place, japanese foods, novartis, outdoor furniture, purchaser, smith and hawken, social responsibility, starbucks, sushi lovers, that attracts visitors, therapeutic innovation, web surfers



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