Creating an unforgettable official website starts with focusing on user experience
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When it comes to the official website, many people may frown and immediately show a lack of interest. I found that many friends have an inaccurate understanding of the official website, and even have some stereotypes, thinking that it just stores some stereotyped or outdated information. Many people even ask: “Is it necessary to set up an official website now? Wouldn’t it be nice to have a fan page?”
In fact, the benefits of establishing an official website are not only to help the company establish a stronghold on the Internet, but also to help with marketing and publicity. It can also convey business philosophy, create social recognition, and then dialogue with more potential customers.
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Having your own official website has many benefits. The official website demonstrates credibility and is the center of communication and marketing. For example, if you are a fan of the Mayday band, you can search on Google and immediately find more than 30 million results. But is so much information trustworthy? At this time, only by connecting to the official website of Believe in Music can we be sure to get the latest updates from Mayday.
Official website not only conveys information, but can also be used to do business! More importantly, the official website can be matched with a specific domain name, which can accumulate its own reputation on the Internet, which is not only beneficial to [search engine optimization] (https://www.contenthacker.today/2018/02/enable-search-description-blogger.html), but also facilitates internal management and control. Of course, for fans or customers, establishing an official website is actually more secure.
On the other hand, although fan pages are convenient, they are not your home court after all. In many cases, you still have to look at Facebook’s attitude. If you want to operate sustainably, it is still important to have your own home court. Of course, a better way is to focus on the official website, and then cooperate with the operation of blogs, fan pages, YouTube channels or societies.
For a company or organization, the greatest significance of the existence of the official website is that it actually shoulders the important responsibility of communicating with potential customers and fans, so it is also the most important brand contact point.
The operating logic of official website is not much different from that of ordinary websites. The main operating logic can be divided into the following three levels:
The first is the organizing part. The reason why many people visit the company’s official website is simply to check the company profile and product information, so this information must be sorted out, and it is best to organize it into categories. I would also suggest adding keywords to each web page and arranging appropriate movement lines to facilitate browsing by netizens.
The second is the publishing part. Don’t think that it’s okay to put some of the company’s historical information, major events or product information on the official website. More importantly, there must be a dedicated person responsible for regularly updating company information. Don’t forget that the official website is the most important brand touch point, so don’t ignore it.
For example, the official website of Acer Computer does a good job. After connecting to the website, you can immediately see that the navigation bar at the top of the page has three major units, namely home, business and service support, which allows visitors to quickly find relevant web page units according to their needs. Moreover, their website adopts responsive web design and also takes into account mobile device users, which is commendable.
Finally, there is the customer service part, which is also one of the most common roles played by the official website. I suggest that in addition to providing complete consulting solutions and services, the operators of the official website should also arrange for dedicated personnel to respond to calls, letters and other customer service tasks. There are even many good cloud customer service solutions on the market (for example: Intercom, Zendesk, etc.), which are also very suitable to consider using together!
Generally speaking, an official website needs to have at least four elements, namely company profile, product information, contact channels and incidental information. When you are planning the structure of your official website, I would suggest that you first refer to websites with similar attributes at home and abroad to see what elements others have adopted? Then, outline the website map of your official website, which is the so-called sitemap.
Here is another interesting piece of information to share with you. Do you know which page of the official website has the highest traffic besides the homepage? It’s no surprise that the answer is “about us,” right? Because visitors usually come with questions or curiosity when they connect to the official website, if we can pre-organize the company’s development history, team members, memorabilia, and even product information and catalogs, we can help visitors save a lot of valuable time!
In addition to the four elements mentioned above, what other things need to be paid attention to when building an official website?
The first point is to give the official website a clear positioning. As the name suggests, the official website is a website set up to represent a certain identity. For an enterprise, it is natural to first define what services its official website provides? To which target audiences are you communicating? What kind of interactions do you hope netizens can have after coming to the official website? Only by clarifying these key points first can we give the official website a clear and definite positioning.
The second point is to speed up the website loading speed. Because we live in this fragmented era, everyone’s attention has become a very scarce currency, so if the website loading speed is too slow, people may not have the patience to wait. Moreover, Google will also include website loading speed in the evaluation. If your website’s speed is too slow, it will not be conducive to SEO! In addition, with the advent of the mobile era, cross-device browsing must also be considered when designing the official website, and it is best to support responsive web design (RWD).
The third point is to provide a specific value proposition. The so-called value proposition not only includes the benefits provided to consumers, but also includes the company’s attitude and views towards society and human beings. Regarding the establishment of a website, companies need to think not only about exposure and publicity, but also about what benefits they can provide to the consumer public?
The fourth point is to construct a clear navigation design. When it comes to the official website of an average company, it is actually not the focus of interest to the average person, or a website that they visit frequently. Netizens usually come with a purpose when they visit the official website—perhaps they want to know the latest news of the company, collect specific information, or want to know the latest product information, etc. After understanding everyone’s needs, we should try our best to provide clear guidance so that the public can quickly click on the picture to find the web page or related information they want to browse.
The first priority when building an official website is user experience, not just aesthetics. In other words, it is not enough to design a beautiful layout. We should also listen to the voices of many visitors, understand their needs and motivations for visiting, and then provide considerate services.
Finally, I would like to help you summarize that a high-quality official website must have the characteristics of four indicators: sensory, cognitive, action and emotion. In addition to conveying information through rich videos, pictures and texts, we must also be able to make visitors aware of the brand value between the lines, and then take specific actions such as purchasing, registering or filling out forms. Only in this way can visitors establish a long-term and stable emotional connection with us.
If you are interested in content creation for the official website, you are welcome to sign up for the “Content Hacking” Lecture in March!
★ Content Hacking Lecture Series (CHL5): How to run corporate official websites, blogs and publications [Registration now]
★ Content Hacking Lecture Series (CHL6): How to use presentations for content marketing [Registration now]
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
★ Photo Credit: Le Buzz
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