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You have big news: Your company recently
merged, changed name, or introduced some revolutionary
products. Will your Web site visitors read first-hand
the exciting story behind your company’s new strategies?
Or will they be confused by references to out-dated products
and inaccurate information?
Your Web site is a vital contact point. Visitors come
in response to ads, news, contacts with your representatives,
and communications from you. When major changes occur,
make sure its content and presentation speak to your
strategy and reinforce your message.
When is a good time to redesign and
reposition a Web site? How can you do so effectively?
The nature of the
precipitating changes is a key issue. Let’s look
at several scenarios:
Fundamental business
changes have occurred. When your company merges, rebrands, or changes
its business model,
a critical element of your strategic plan should be to
redesign your Web site to reflect your new mission and
strategies. Follow the best practice in Web site design – start
with defining your objectives and critical success factors.
Create content that speaks to target audiences, and develop
easy-to-use navigation.
Changes can be confusing. For each key audience group,
clarify the benefits and opportunities presented by the
changes, and address their concerns. Create a place to
explain the changes and present additional resources.
Send personalized e-mail messages inviting them to receive
detailed information.
Your company introduces
major strategic initiatives. Your company offers new products and services
and plans
on aggressively pursuing new markets. The first step
is to evaluate how well your existing Web site serves
your current customers. Study your new target markets – how
can you best serve them through the Web? What are their
information needs? What motivates them to buy? How do
they like to interact?
Next, look at your information architecture
and navigation design. Sometimes it’s sufficient
to build on your existing site by adding content and
sub-sections. Just
remember to keep your site navigation simple. Other times,
it makes more sense to redesign sections or even the
entire site to effectively present your products and
messages.
Your company is
on the move. All
companies regularly make strategic and tactical adjustments
in response to
their customers’ needs, technological changes,
and changes in the economy and market. On an on-going
basis, companies offer specials, sell seasonal products,
participate in trade shows, make product upgrades, hire
key people, and publish news and tips. The best way to
manage these changes is to plan for them in your Web
site design process.
Understand your customers and how
they respond to product changes and special offers.
During design, make provisions
for changes to be incorporated in the structure, content,
and presentation. A special “What’s New” space
in your home page can be very effective in communicating
timely marketing messages. Designing images and text
to change with the seasons helps create the right moods.
In the end, as we’ve learned
from years of working with businesses on the Web, it
pays handsomely to pay
close attention to your Web site.
Copyright Eva Chiu and InfoAdvantage.
E-Business
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