Customer Service: Form and function are some factors to consider when building company Web site

A Web site is an essential tool in many companies’ marketing mixes nowadays. Not having a site is often a detriment in today’s information-crazed, I-want-it-now, Web-savvy world. In combination with other marketing pieces, it can be an important image-enhancing and information distribution tool.

According to a Retail Advertising & Marketing Association survey published last year by the National Retail Federation, 92.5 percent of decision-making adults said they research products online prior to buying them in a store. If the company has a Web site, this huge block of consumers can find out about its products or services any time of day from the comfort of their own homes.

For such an important and profitable investment, a number of factors should be considered. These factors may include, but are not limited to, the site’s purpose, information to make available, functionality, aesthetic appearance, administrative control and promotion efforts.

Purpose: First, a business should decide what needs to be accomplished with its Web site. Some sites are merely sources of the most basic information and drive users to contact representatives. Others function as ultimate informational resources for potential customers, and collect contact information from visitors in order to keep them informed in the future. One popular application is to create “e-commerce” sites through which companies can sell products or services directly to consumers by Internet.

Information: Next, carefully consider what information to make available. Because of the distance and anonymity of a site, saying too much on a Web site can rob a company of the opportunity to speak directly with its customer, missing the chance to build a one-on-one relationship.

On the other hand, saying too little could leave the potential customer feeling unsatisfied and unimpressed. How much information to put on the site is directly related to how complicated a product or service is. A professional copywriter for Web content can help establish what information to share on your site, as well as what phrasing and keywords will help increase traffic to it.

Functionality: The goal determines the site’s functionality. As a general rule, the fewer clicks it takes to get to the good stuff, the better. In order to achieve this, clearly label all links to the different sections of the site. Make it user-friendly and easy to navigate. In other words, do not make the user think too hard about how to get the information they need. Flashy extras that do not directly fulfill the Web site’s purpose are extraneous, no matter how neat they seem. They only serve to clutter the site and make it more complicated for viewers to find the information they need. An experienced Web designer can help establish which features will help or hurt functionality.

Appearance: The appearance of your Web site will determine what impression viewers get of the company. It is also an opportunity to communicate key messages and share brand identity with customers.

While the appearance and elements of a Web site are completely customizable, keep a few key principles in mind when designing. One is the use of colors – make sure they complement each other well and reflect the mindset users should experience.

Another is the use of typefaces. Too many typefaces will create a cluttered and confusing design. As a general rule, use no more than three. Also carefully consider what different images and photographs communicate when deciding which to use on the site.

Administration: Some individuals may be Web-savvy enough to maintain and update their sites with new content once the basic design is finished. However, others may prefer to keep the designer and copywriter on speed dial to make regular site updates and changes for a pre-determined fee. Establish this before beginning site construction, and work out an agreement that suits the needs, schedules and expertise of all parties involved.

Promotion: Once the Web site is complete, it is time for people to see it. One simple way to spread news about the site is good old-fashioned word-of-mouth — talk about it! Send a press release to announce the launch of a brand-new site, tell existing clients and refer potential new customers to the site. Then update all marketing materials – business cards, brochures, e-mail signatures, etc. – to include the new Web address.

Another way to generate Web traffic is by keeping the site current with new content and news updates. This encourages site visitors to come back often to keep up with all the company’s happenings. One exciting way to do this is to include interactive or “virtual” content, such as a blog, videos/podcasts or a discussion forum. Interactive content engages users with the brand and keeps them interested in updates.

Finally, incorporate strategic keywords and search engine optimization to generate hits from people who search the Internet for services the company provides. Web specialists can assist in choosing the best keywords and getting a site higher on search engine lists, instead of being buried on page 9 of search results.

Building a functional, attractive, well-maintained Web site is an investment that quickly pays for itself, as long as proper attention and care are devoted to making each strategic decision in the process. To make an impact with your site, find a company you can trust to bring all these aspects together and maximize all the incredible opportunities sites provide.

Lili Vianello is president of Visionworks, a Columbia-based full-service marketing and communications firm offering Web design and maintenance. Contributions to this article were made by Visionworks staff members. Visit them online at www.visionworks.com.