Moving to a more client centric internet - PitchPersuasion #1
Historically when creating websites people have followed a very classic method of trying to create a carbon copy of what they believe their organisation looks like into a website.
While this approach does cover off the basic needs of an online presence it does not help educate the buyer, nor does it entice them back to the site in the future. Companies need to start to realise that they need to look at what the people visiting their site might need/want to know.
As most of us now make a decision to purchase before speaking to a sales rep it’s important that the essential information can be easily found and is laid out in a way which is digestible by the various audiences.
Key Points:
- Think about who needs information from your site, e.g. Buyers, Existing, Clients, Press, Investors..;
- Look at the ‘Personas’ of the people visiting your site and ensure that their needs are catered for;
- Work together as an organisation so that Marketing, Sales, Web developers & Agencies are a co-ordinated machine.
Good Example of a client centric site:
Webex - http://www.webex.com
Links/References:
The New Rules of Marketing & PR, David Meerman Scott