Robson Bell - Services

The nature of a business determines how it can capitalise on a web presence. Some businesses generate revenue using e-commerce, others generate less immediate but equally valuable benefit - by providing product/service awareness and creating customer loyalty. There is also the opportunity of capturing user data and building a constantly evolving customer database.

The first step in the creation of a commercially effective site is to establish the strategic objectives. We can help you...

• Increase company, product, and service awareness
• Communicate product information
• Provide a vehicle for a two-way conversation between company and customer
• Add layers of value to the product proposition (i.e. Company profile, product examples and specifications, case studies, etc)
• Act as a vehicle for any promotional activity which can increase company exposure
• Build a customer database by encouraging interaction with the consumer (data capture)

For a web site to work effectively we can make very few assumptions when designing and developing the structure and content. It is therefore important that all levels of users are catered for.

Physical presence and functionality are of equal importance. A site that looks good but is difficult to navigate will frustrate the visitor, just as a site that demonstrates high usability but lacks visual appeal will fail to engage. The ideal site should be of high quality graphical appearance, easily understandable at a glance and designed so that the visitor can never get “lost” mid-site.

Experience indicates that the user should only ever be “two clicks” away from any other page within the website. Good orientation ensures the visitor is focused on absorbing the information and not distracted by unnecessary elements.

The styling and tone of the site should synergise with the company's strategy. Essentially, the site should be an actively contributing extension of the company's marketing activity and not merely a disconnected, virtual invisible partner.

It is important to optimise the investment in the site by driving the customer awareness of its existence. This awareness should be driven at every opportunity; via telephone communication, stationery, sales support material, and the creation of web-based promotional activity.

A good web site should feature content of value and exceed visitor expectations in order to encourage longer user sessions. The web is a 'living' entity, and as such should be constantly evolving and changing to encourage return visits.

Although the web should be a constantly evolving entity, it is important that the 'core' site features enough relevant content to fully reward the visitor. This core site establishes the visual equities and tone on which all future content will be based and acts as the solid foundation for strategic growth of the site.

To summarise, the site can be as simple, or as complex, as the company requires. It's beauty lies in the fact that it exists in 'real time', and as such is a versatile and flexible marketing tool. It can launch as a comprehensive core site yet grow to suit the company's future requirements.