Few media have any influence on enterprises Website construction Most of them criticized the website for its simple appearance, poor content, stereotype and outdated information. These may be common problems of most small websites. In fact, if you browse some enterprise websites carefully, you will find some more interesting phenomena. Some enterprise websites have almost become comprehensive websites of life services, including train timetables, 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 instead. Entering such enterprise websites sometimes makes people feel that they are going through the wrong door. What is the purpose of such enterprise website? In addition to showing the "strength" of the enterprise, the most important information revealed is probably naive. What basic information do users need?
After all, corporate websites are 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 website should not only be a display, but also the most useful marketing tool. Of course, only when the website can meet the information 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 website planners should consider. First, they must analyze potential visitors, and then design relevant content in a targeted way, so as to have a target. Generally speaking, there are several types of main visitors to enterprise websites, namely: direct users, dealers, suppliers of equipment and raw materials, 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 B to B functions, most enterprise websites that mainly publish information are rarely considered, so they are not the key content of general enterprise websites. As for competitors, the purpose of the visit is simply to learn about your company's new trends, or the level of website design. Is there anything worth learning from. In this regard, you should give appropriate "precautions" when publishing relevant content, rather than let competitors return with full loads.
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. Take a TV production enterprise as an example. A user/potential user visiting an enterprise's website has several purposes: to see what new products are available, to compare the performance and price of products of different specifications, to compare similar products of other brands, to query local manufacturers and warranty addresses, etc. If online ordering is available, users will naturally want to know information related to this, such as ordering method, payment method, delivery time and cost, return policy, etc. So these contents should be the focus of the website.
Such a simple statement seems to be clear. However, the content design of many websites often appears "off topic" phenomenon. Even in the United States, where e-commerce is relatively developed, the unreasonable design of corporate websites is very obvious, while in China, it may be even more surprising.
IRI's investigation report also found and confirmed a basic fact that the content of enterprise websites should focus on products/services, because most consumers visit manufacturers' websites to find the company's contact information and/or basic product information. Among the well-known corporate websites surveyed, the two most important information consumers inquired about were the company's 800 phone number and e-mail, accounting for 63% and 61% respectively. 69% and 81% of corporate websites could meet these two requirements. More than half (56%) of users visit the enterprise website to query product information. In this regard, 91% of manufacturers can provide satisfactory content.
Corporate websites and promotional information are also important
When we talk about the content of the enterprise website, we usually describe it in a static way, that is, to explain the basic information that the website should involve. Once these contents are completed, they may not need to be changed frequently for a long time. However, with only these basic information, the value of the website can hardly be fully displayed. Only by making rational use of the enterprise website, which is the propaganda position owned by the enterprise itself, can we achieve twice the result with half the effort.
According to the IRI survey, the current promotion information and promotion means on enterprise websites cannot meet users' expectations. About half of the surveyed users (55%) said they would like to get free samples and coupons from the websites they visited (48%). However, 22% of the websites offer free samples and only 19% offer coupons. It seems that the development of online promotion has great potential.
IRI's survey shows that the more valuable information manufacturers provide on their websites, the more efficient their investment will be. Some enterprises and analysts advocate the important value of building a website community, but research shows that consumers do not visit manufacturers' websites for the sake of community. If they want to participate in community activities and there are more professional communities on the Internet, the enterprise website should focus on the most basic content, that is, providing users with detailed product information and convenient contact information, increasing publicity and promotion efforts, and collecting feedback on product satisfaction and customer needs.
In addition, the enterprise website is not only an effective marketing tool, but also an effective way to obtain user demand information. It is of great reference value to formulate marketing strategies by conducting online surveys on users of their own enterprises and collecting feedback information from users. But many enterprise websites have wasted the good opportunity of this survey. Although 74% of the surveyed users are willing to provide product satisfaction feedback and 50% are willing to answer questions about product needs and preferences, only 38% and 31% of the websites that provide these two surveys respectively.
The above analysis of some important content in the construction of enterprise websites, some of which are the successful experiences of many well-known enterprises in establishing network brands and network marketing, which are worthy of reference when we plan and manage our own websites.
