Being web developers, we felt that our new website should reflect the most important ideas that we are currently recommending to our clients.
Quite a bit has changed since we originally launched our old site. Even though we actively added and updated content in the ensuing years, we decided to re-examine what we thought would be useful to current and prospective clients. Also, in the last few years, there has been a significant shift in visual presentation standards, reflected in the new client sites we have developed since 2010.
At least as important, on-line marketing has grown up quite a bit. Even though our firm was born as a marketing and lead generation company in the mid 1980’s, we have backed off from these areas as we transitioned to an on-line services company in the late 1990’s. Our primary reasoning was that the on-line marketing tool set was inadequate, and our clients’ customers hadn’t fully made the transition to searching for products and services on the web. In today’s world, both of these factors have changed.
A considerable part of our effort in developing our new site has been on the content end. We have created a library of learning resources to help current and prospective clients understand both the technology and the business issues in connecting to their customers on-line. We have also installed a ‘Conversation center‘ on our new website, to take advantage of the new interactive tools that we are recommending to our clients. This site has been developed on the popular WordPress platform, which now accounts for about 15% of the websites on the Internet. Two way conversations and user generated content are at the heart of WordPress, which makes it especially easy to incorporate new interactive features as the need arises, or as our ideas develop.
This brings us to an important issue. What content should you be asking visitors to contribute, and how will it help your customers and prospects? In an upcoming post, we will be discussing 3 major types of website content — ‘Reference material’ (as in an encyclopedia or dictionary), ‘Commentary’ (as in a blog post) and ‘User questions’, and looking at how each type can help you reach your goals.