Content management of the website should form part of the overall marketing and PR effort. Content should be managed, updated and refreshed frequently including for example, at Latest News.
The website needs to do 3 things:
- It needs to attract visitors. Direct marketing/direct mailing initiatives would be instrumental in attracting visitors and driving them to the site
- It needs to be “sticky” i.e. visitors need to find material that encourages them to linger longer and return; there needs to be sufficient content to keep them interested; content needs to be regularly refreshed, which would also have the effect of keeping the business name and products high in the search engines; and the site needs to be easy to navigate
- It needs to have a means for visitors to interact, enquire, communicate with or contact the company… and for the company to do likewise with its visitors.
As a first step, the home/landing page should be attractive and uncluttered. From this platform, other pages and page contents could be introduced as required.
Analytics can be introduced (if not already in place) so you can see if the site is attracting the people you want it to attract and how many and where they’re from and what they’re interested in once they’re on the site. This analysis will inform future development of the website and will also point to opportunities for marketing and sales campaigns.
In short, the purpose of an improved website is to provide an engaging and attractive “shop window” and source of information that helps transport site visitors from just browsing to just buying.