Consider Your Field, Your Image, and Your Aim
Your online strategy will depend on exactly what you’re trying to get out of your website. For example, if you want to attract a conservative, middle-aged clientele, you’ll probably go with a reliable, trustworthy look. If you want to attract a young, hip clientele, you’ll go with something more trendy. There are many different options when it comes to website strategy. You can tweak your content, images, blog etc. depending on what you’re trying to achieve. Here are a few tips:
What’s your company image? Your website has to match your company image. If you’re well-known for your customer service, you’ll probably want to emphasize this aspect with pictures of customer service representatives. If you’re a family business, you’ll project a more down-home image with conversational writing. If you’re branching into new areas, you’ll adjust your online image to match your new demographic or product.
What’s your field? You want to set up a website which compares well with others in your field. At the same time, you don’t want to blend in too much. Make sure that your website contains all the information your customers might need. For example, if you’re selling clothing, then you’ll need pictures of clothing, information about what colors and sizes are available and how much you charge for shipping. If there’s something special about your product, such as the fact that you make everything out of recycled materials, you’ll need to be sure to emphasise this, so that you separate yourself from your competitors.
What’s your aim? Different businesses have different aims when they set up a website. You might be looking to increase sales, in which case you’ll have to do everything possible to make it easy for your customer to buy your product. Your website will have to be e-commerce enabled. Plus, you’ll need to accept a variety of credit/debit cards. You’ll need to make sure your product is available in all sizes, colors etc. or you could lose out on a sale. On the other hand, you might be looking to set up a website for a different purpose. If you’re a non-profit organization, you might want to increase awareness about an issue and raise funds. So you’ll need to keep updating your website with all the latest information about the topic/demographic that you deal with.