Many media have put forward various criticisms on the construction of enterprise websites. Most of them believe that websites are simple, poor in content, one side of a thousand networks, zombie information, etc. These may be the common problems of most small websites or unchanged websites. If you look carefully at some companies' corporate websites, you will find some more interesting phenomena. Some corporate websites have almost become comprehensive portals of life services, including train ticket inquiries, contests with prizes, cultural entertainment, etc. On the surface, the content of the website is rich enough, but the content really related to the core business of the enterprise has become a supporting role. Entering such a corporate website sometimes makes people feel that they are in the wrong place, and they don't know the purpose of such a corporate website.
What basic information do users need?
After all, enterprise website construction is different from professional ICP or portal websites. It is impossible and unnecessary to be small and comprehensive. Each enterprise has its own specific products/services, and the content of the website should be set around the core business of the enterprise. The enterprise website should not be just a decoration. The website is the most useful marketing tool. Of course, only on the premise that the website can meet the needs of users, can the marketing function of the website really play a role. What information do users need?
This problem is the first thing that website planners should consider. First, they must analyze what potential visitors are, and then design relevant content in a targeted way, so that they can be targeted. Generally speaking, there are several main types of visitors to an enterprise website, namely: direct users, dealers, equipment and raw material suppliers, competitors, etc. The first two types of visitors are the existing users and potential users of the company, and they are also the objects that website content should focus on. As for suppliers, except for those comprehensive e-commerce websites with BTOB function, most enterprise websites focusing on information release rarely take into account, so they are not the key content of general enterprise websites. As for competitors, the purpose of the visit is simply to understand the new trends of your company, or the level of website design, and whether there is anything worth learning. For this, you should give appropriate "precautions" when publishing relevant content, rather than let competitors return with full load.
Since the existing and potential users of the company are the focus of the website, it is necessary to carefully analyze what information they need. Taking a TV manufacturer as an example, a user/potential user may visit an enterprise's website for several purposes: to see what new products are available, to compare the performance and price of products of different specifications, to compare with similar products of other brands, to query local vendors and warranty addresses, etc. If online ordering is possible, Users naturally also want to know information related to this, such as ordering method, payment method, delivery time and cost, return and replacement policy, etc. Therefore, these contents should be the focus of the website.
It is so simple to say that it seems to be the most understandable truth. However, many websites are often "off topic" in content design. Even in the United States, where e-commerce has been relatively developed, the unreasonable design of enterprise websites is also very obvious. In China, it may not be surprising.
Recently, an investigation report released by Information Resources (IRI) of the United States shows that the product manufacturing enterprise websites in the United States can generally meet the requirements of users in terms of the product information content and contact information provided. However, there are still a lot of enterprise websites that make up the content or even do nothing, Spend a lot of energy and money to design some content that users are not interested in. For example, 38% of manufacturers' websites provide games and some entertainment programs, and 41% of websites provide life service information. However, the survey results show that only 12% of visitors are interested in game content, and 27% of users are interested in life information.
This survey report of IRI also found and confirmed the basic fact that the content of enterprise websites should focus on products/services, because most consumers visit the manufacturer's website to find out the company's contact information and/or basic product information. Among the well-known enterprise websites surveyed, the two most important information queried by consumers are the company's 800 phone number and e-mail address, They account for 63% and 61% respectively, and 69% and 81% of enterprise websites can meet these two basic information needs. More than half (56%) of users visit enterprise websites to query product information. In this regard, 91% of manufacturers can provide satisfactory content.
Enterprise website, promotion information is also important
When we talk about the content of the enterprise website, we usually describe it in a static way, that is, to describe the basic information that the website should involve. Once these contents are completed, they may not need frequent changes for a long period of time. However, it is difficult to fully express the value of the website only with these basic information, Only by making rational use of the enterprise website, the propaganda position owned by the enterprise itself, can we achieve twice the result with half the effort.
In the survey conducted by IRI, it is found that the promotion information and promotion means on the enterprise website at present cannot meet the expectations of users. About half of the surveyed users (55%) said that they would like to get free samples and coupons from the websites they visited (48%). However, 22% of the websites that provide free samples and 19% of the websites that provide coupons. It seems that enterprise websites still have great potential in developing online promotions.
IRI's survey shows that the more valuable information manufacturers provide on their websites, the more efficient their input will be. Some enterprises and analysts have publicized the important value of building website communities, but research shows that consumers do not visit manufacturers' websites for the sake of communities. If they want to participate in community activities and have more professional communities on the Internet, enterprise websites should focus on the most basic content, that is, providing users with detailed product information and convenient contact information, Strengthen publicity and promotion, and collect feedback information on product satisfaction and customer demand.
In addition, the enterprise website is not only an effective marketing tool, but also an effective way to obtain user demand information. It has important reference value for formulating marketing strategies to carry out online surveys and collect user feedback information for users of their own enterprises. However, many enterprise websites waste this good opportunity for investigation. Although 74% of the surveyed users expressed their willingness to provide product satisfaction feedback on the website, and 50% of the users were willing to answer questions about product needs and preferences, only 38% and 31% of the websites provided these two types of surveys, respectively.
The above analyses some important contents in the construction of enterprise websites, some of which are successful experiences that many enterprises with certain popularity have tried to establish online brands and online marketing.
