Metroplex Interactive

Navigation

Ever visited a web site where you thought “I can’t find what I need on this site but I know it’s here somewhere?” The navigation (or structure of links) on your site should focus on how customers will likely use your site. For instance, if your customers are most likely to use your site to find a price on widgets make pricing links primary on your site and relegate links for the management team or pictures of the company picnic. Also consider how quickly your customers want to find the information they seek and adjust your navigation accordingly. If your visitors just need a quick way to find a customer service phone number don’t require them to click on Support, then Existing Customers, then Contact Us, then Method of Contact to get your phone number. A general rule of thumb is that your site visitor should be able to get the information they need within three clicks.

Functionality

Your web site is a member of your sales team and should provide the tools your sales force uses to make a sale. For instance, if your product or service is a commodity and focuses heavily on price provide a price quote calculator on your web site. If you provide a consultative sales approach provide a questionnaire tool on your site asking the same questions your sales force would ask, such as “What email marketing tools do your employees use in daily operations?” Knowing what functionality to provide on your web site requires you to know your customer so ask them for their input. Ask your sales force what functionality they would like to see on your web site since they are most in tune with your customers. (Also ask other departments in your company what functionality they would like to see. Customer service might suggest functionality giving customers the ability to view current work orders to reduce call hold times at service centers.)

Link to Social Networking

By now you’ve probably heard of social networking and sites such as Facebook, Linkedin and Twitter. For your customers already using these tools, encourage them to link to your account with links such as “Follow Us On Twitter” posted on your home page to encourage existing Twitterers to follow your posts. Then, use Twitter to send product and service updates directly to their cell phone. (Also see “Facebook, Twitter and MySpace Generate Leads and Extend Brand - How To Leverage Social Networking Sites” for more information on using social networking)

Close the Deal

Lastly, consider your company’s sales cycle and figure out how your web site fits into that process. Focus with a laser beam on how to:

·          Ensure search engines can find your site

·          Drive customers to your site

·          Provide useful tools and information your customers value

·          Entice them to take a particular action