Common content of website
Source: Shangpin China |
Type: website encyclopedia |
Date: August 29, 2012
According to the current domestic enterprises Website production The basic content of most websites can be summarized as follows.
1. Enterprise information
The purpose of enterprise information is to let website visitors have a preliminary understanding of the status of the enterprise. Whether the enterprise can gain user trust will largely depend on the number of such information - P 1 -, quality and reliability. Most enterprises will set up "Enterprise Profile" or similar columns on the homepage of the website, focusing on the development history and current status of the enterprise. Listed companies will also publish major announcements and financial information.
It should be noted here that enterprises display information on the website in order to gain the understanding and trust of users. Therefore, they must strive to ensure that the information is accurate and accurate, rather than perfunctory. Especially for those enterprises with a long history and outstanding reputation, if they can introduce the company information in detail on the website, they will be favored by the news media, researchers and many supporters, thus becoming the highlight of the enterprise website.
2. News Center
The website is an important way for enterprises to transmit information to customers. In addition to displaying the basic information of enterprises in the enterprise overview section, a "News Center" section should also be set up to report the latest developments of enterprises, which can cover daily operations, product research and development, marketing, public welfare activities and other aspects. This is compared with reporting through newspapers, television and other third-party media, Undoubtedly, it is convenient and economical. In order to achieve the best publicity effect, enterprises should not only timely collect and compile updated information to ensure the timeliness of information, but also reprint relevant reports from other media in many ways. In addition, in addition to web browsing, the website can also provide news mail subscription function to maintain long-term contact with users.
3. Product Information
The enterprise website is one of the best platforms to display product information, because the website is open to the world 24 hours a day, can cross time and space constraints, and facilitate users around the world to visit at any time, but will not increase the operating costs of enterprises. As one of the core contents of the website, the product information should comprehensively reflect all series and various models of products, and give a detailed and accurate introduction to the products. In the actual operation process, first of all, different information content should be selected according to the product type. For example, the book should focus on the display of the title, author, publisher, catalog, abstract and other text content, while the clothing is dominated by physical display, model wearing and other picture information. Secondly, multimedia technology should be used as far as possible to introduce product information through pictures, animations, videos, audio and other forms.
User purchase decision is a complex process, which may be affected by many factors. Therefore, in addition to the basic information such as product model and performance, other information that can help enhance user trust and purchase decision can be published on the enterprise website in an appropriate way, such as expert opinions, authoritative organization identification and user comments.
The product information can usually be divided into different sub columns according to the product category. In addition to designing a detailed classification catalog, it is also necessary to add a product search function on the home page of the website or other eye-catching locations in order to enable users to easily find the products they need, so that users can use a variety of keywords to quickly retrieve products.
The price information of products is one of the concerns of users. For some general products and products with relatively stable prices, the enterprise website can directly introduce the product prices. However, if due to confidentiality or non-standard pricing problems, the enterprise is not convenient to disclose the product price on the website, it should also provide website messages, toll free phone, e-mail and other inquiry methods to make it as convenient as possible for users to understand relevant information.
4. Sales support
When users have a certain degree of understanding of the enterprise and products, and have purchase motivation, the enterprise website should provide further support for users to purchase to promote sales. To this end, the enterprise website should have the following content.
(1) Order online
If there is online sales function, the online purchase process should be described in detail. Even if the enterprise website does not realize the entire e-commerce process, it is still necessary to design an online order intention form for users of related products, so that users can avoid the trouble of calling or sending e-mail to order.
(2) Sales network
The research shows that although the online sales of general enterprises have not yet formed a mainstream mode, it is very common for users to learn product information from the Internet and buy offline, especially for high-end products and new products with high technology content. Some users have conducted in-depth research from the Internet before buying, but if they cannot buy them in a convenient place, It is still a factor that affects the final purchase. Therefore, the enterprise website should introduce the name, location, contact information and other information of the local sales network in detail, so as to provide convenience for users to purchase.
5. Customer service
In order to maintain long-term competitiveness and cultivate loyal customer groups, many enterprises continue to strengthen customer service. In addition to traditional ways such as mail, toll free telephone and door-to-door service, enterprise websites can provide more ways for customer service. At present, the common ways are as follows.
(1) FAQ (Frequently Asked Questions List): Although enterprises have long had the tradition of printing "FAQs" in product manuals, due to technical problems such as limited printing space, staff writing may not understand the real needs of customers, and one time plate making is not easy to update, this content is mostly formalistic and useless. Since the enterprise website has no content limit and can be updated at any time, hot issues can be selected and added to the FAQ list according to user feedback, and pictures and even videos can be added as needed to provide users with practical solutions.
(2) BBS (electronic bulletin board): BBS has become one of the most active services on the Internet because of its open and interactive features. Enterprise websites can use this feature to provide customer services. Now many enterprises have set up customer service BBS on their websites. They have set up several sections according to product types, with enterprise technicians as moderators. Users can register the forum with product serial numbers. Once there is a problem in the use process, users can post for help in the forum in the form of text and pictures, and technicians will reply within 24 hours of normal working hours.
(3) Horse zone dynamic program download: For an increasing number of digital products, drivers are very important factors in use. In the case that users lose driver CDs and enterprise upgrade drivers, the enterprise website can provide download zones for various product drivers to facilitate users' use. In the past, anti-virus software companies used to upgrade their software by distributing CDs, disks and other media through sales channels, which was not only costly, but also laborious in delay. In recent years, these companies have turned to providing upgrading services through websites. In addition to the advantages of timeliness and low cost, they can also effectively curb piracy, which can be said to get more with one move.
(4) Instant messaging tools: In order to maintain efficient communication with customers and solve various problems in a timely manner, enterprise websites can establish chat rooms, and customer service personnel can be on duty during working hours to answer various questions at any time. If SMEs are limited to financial and technical problems, they can use free QQ, MSN and other instant messaging software to inform the customer service number on the website, which can also achieve the goal of timely communication.
(5) E-mail: The enterprise website leaves a special e-mail address for customer service, which is convenient for users to ask for help through e-mail. This method is similar to the traditional mail, but it has the advantages of rich pictures and texts, fast round-trip, and providing customer contact information.
6. Contact information
In order to facilitate the establishment of contact with potential customers, the enterprise website should provide sufficient detailed contact information. At present, many enterprise websites simply leave the company address, postal code and a phone number, which is far from enough, because customers may need to contact different functional departments of the enterprise for various reasons such as purchasing products, news interviews, job applications, procurement bidding, etc. Therefore, the website should provide enough detailed contact information. In addition to the company's address, telephone, fax, postal code, network management E-mail address and other basic information, it is better to list in detail the contact methods of specific departments that customers or business partners may need to contact. For enterprises with branches, there should also be contact information of local branches, which not only provides convenience for users, but also supports local businesses.
7. Value added content
One of the basic purposes of enterprise website establishment is to effectively transmit enterprise information to as many users as possible. In order to achieve this goal, the website needs to provide various valuable information resources to attract various web browsers, not just enterprise users. The following lists the current common value-added content of websites to help readers develop ideas.
(1) Industry information: The enterprise website will attract visitors interested in the whole industry by providing macro information about industry development, which will be much larger than the number of visitors who follow the enterprise. For example, as a witness to the centennial development history of the world's automobile industry, Ford's website provides a large amount of early image and text information of the automobile industry, thus attracting a large number of car enthusiasts to visit, even if he does not like Ford cars.
(2) Product related information: The enterprise website can provide various information related to this type of product, such as birth origin, maintenance knowledge, etc., to attract the attention of users of similar products. For example, as a leader in the infant milk powder market, Mead Johnson has set up a "Happy Mothers Club" section on its corporate website to provide information about pregnancy care, newborn care and other related information. Visitors who are interested in such information can browse whether they buy Mead Johnson products or not.
(3) Hotspots of potential users' interests: enterprises can deeply analyze the behavioral characteristics of target customer groups, and provide relevant information for their interests, so as to gain access and favor from potential users. The mainstream customer group of Nestle Coffee is urban white-collar workers aged 20-35. In view of the aggressive and dynamic avant-garde behavior characteristics of this consumer group, the enterprise website provides content including English songs, English learning, advertising wallpaper download, mobile phone picture download, Nestle advertising download, etc., to attract potential users to visit. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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