“For more information visit www.ourwebsite.com.” How often do you come across this line? Quite often I suppose, as our industry, just as any other, has taken advantage of the Internet. From customer service, to new products, to technical information, websites promise it all—much needed information available from the comfort of your office, home, or hotel room. But do most sites deliver what they promised, and most importantly, does yours?
From a visitor’s perspective, a good website is one that is easy to use, offers the information they are looking for without wasting time and one that isn’t frustrating.
Websites don’t need to incorporate intricate Flash design in order to serve your clients well. Complicated design can sometimes result in a site that loads slowly and is difficult to navigate.
Often, clients have the hardest time finding basic, but important information. For example, have you tried locating a company’s contact information only to find out that there is no phone number, no address or fax available? Instead, you are forced to e-mail your questions to [email protected] with a promise that someone will get back to you shortly. While this can be a valuable feature for any website, in my opinion, not having at least your company’s general information can be interpreted much like a “closed” store sign. Furthermore, the continuing consolidation trend in the water industry has resulted in companies adding various new divisions and departments. In order to serve both old and new clients well, make sure to provide the appropriate contact information for all divisions and departments.
Remember, it is important that your clients find the information they need without frustration and confusion.
In addition to not including valuable information, some companies’ websites could suffer from offering too much. This could give site visitors a hard time especially if the information is poorly organized and cluttered. Improving your website is not rocket science, it simply means making its content easily accessible.
Start with your company’s background information and mission statement. Whether you offer services or products, make sure that your website sections and categories are clearly labeled.
Technical information, such as instructions, white papers, spec charts, Q&A’s, FAQ’s and case studies are important to current or future clients, so make sure the information is up-to-date and listed accordingly.
A good site should also feature updated information such as news releases, new services or products you offer. There are a number of benefits from doing this.
First, you will keep your clients well informed about the company and everything you have to offer. This information is also viewed by the press, which could bring you additional media coverage. Finally, featuring current information tells people your site is regularly maintained and updated, which means they will keep coming back for more.
You could put together a great website, but if it is not updated regularly the information quickly becomes stale and visits will drop.
Technology is constantly changing the way we do business—today’s news, tomorrow’s history. Our industry is aware that websites are no longer a novelty but a necessity. Moreover, having a site that meets your clients needs could be what sets you apart from the competition. Happy browsing.
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