How enterprises build websites, how to promote and network marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: January 1, 2014
Website construction company Shangpin China: Enterprise management informatization is the only way for the development of modern enterprises, and the informatization development of enterprise management must also take e-commerce as the goal. And the most basic link of e-commerce is the construction of enterprise websites. Therefore, we say that it is an inevitable choice for enterprises to build websites. However, some enterprises put the cart before the horse when building their websites, and do not take the customer's needs as the fundamental starting point of building their websites, which leads to no obvious effect after the websites are put into operation.
1、 Main problems existing in enterprise websites at present
1. The prevalence of paternalism is dominated by enterprises, and ignoring the needs of website visitors is a problem buried in website design. It is common for corporate websites to place photos of corporate leaders or internal news of enterprises in the most eye-catching position on the home page of the website. Regardless of the preferences and feelings of visitors, in the era when we call the network economy eye economy, this is not a waste of resources to the maximum extent. The essence of this phenomenon is that enterprises have made fundamental mistakes in website construction without starting from the needs of visitors.
2. Eternal site
The development and design of the website is regarded as a one-time investment by enterprises. Once the website is completed, it will remain unchanged for several years. Some even do not update any information, the error of a phone number on the web page, the outdated price of a product, the failure of a link... The consequences are not only the loss of a consumer, but also the loss of the enterprise's network brand. If an enterprise's website is a wrong site with many mistakes, an old site with no updates, a dead site with faulty links, and a missing site with incomplete information, how can its functions be reflected? It is better to have it than not to have it. There is no sense in the existence of such a website. Even if it costs less than 100 yuan per year for space rental, it is a waste.
3. Overemphasis on technology
The website is over developed in the construction process. A large number of music and pictures are placed on the website, and colorful colors are used. The complex page structure not only affects the transmission and download speed, but also interferes with the theme content.
4. Unscientific content organization
Quite a few corporate websites in China want to put all the information of the enterprise on the website. This idea is correct, but the most common problem is that the huge information is not organized properly. There are more than ten or even dozens of columns in the website design, or the design of the super long homepage requires two to three screens to display. The information navigation is chaotic, It has become one of the main reasons for the poor effect of enterprise websites
2、 Main principles of enterprise website design
Enterprise websites are different from portal websites, for example, Sohu provides a lot of information; It is also different from business platform websites, such as Alibaba, which gathers a wide range of merchants, commodities, transaction information and provides auxiliary transaction functions; Nor is it like a personal website, such as Marketing website construction Shangpin China pays attention to displaying personal expertise and style. As mentioned above, the enterprise website must focus on products and services and be built on the enterprise website. There are also some basic principles that can be mastered.
1) 8 columns and 3 layers of web frame
As a publishing platform for enterprise information, the most basic function of the website is to display all the information of the enterprise. It is crucial to solve the problem of organizing and displaying a large amount of information on the website. There is a huge amount of web page data in enterprise websites. According to the latest survey data of CNNIC2008 in January, the average number of web pages owned by enterprise websites in China is 5633. This data shows that China's website resources are increasingly rich, and it also raises a question for us how to organize such a large number of websites in order to conform to what we call KISS principles. According to experience, generally speaking, a corporate website should not have more than 8 first level columns, and the column level should be within three levels. In this way, for most information, users can browse to the content page of the page without more than three clicks. Too many columns or too deep column level will bring trouble to visitors, which does not conform to the principles of website design. So there is a question whether such a few columns and such a shallow level can accommodate a large amount of information of enterprises. Facts have proved that even international enterprises such as CISCO and DELL can include their information in this category. It is natural for ordinary enterprises to have a lot of rich links on each page. The information organization rule of the network is network interconnection, which is a geometric multiple of the amount of information contained in the tree interconnection under the traditional paper media state. 3、 Web pages in enterprise websites can generally be divided into two categories: comprehensive directory pages, such as the home page and the first level column page of enterprise websites. The main function of these pages is to provide users with information directories; The second is the internal information page, such as the product page, service page and other bottom pages in the enterprise website. Its main function is to provide visitors with specific information or services they need. These two types of web page design should not only maintain the same style, highlight the consistency of the enterprise's network brand, but also have obvious differences in layout. The following takes Haier's website as an example to analyze the general rules of two types of web page layout in enterprise websites. （1） The layout rule of a comprehensive directory page is shown in Figure 1. This type of page generally consists of the following parts. According to the "F" phenomenon of the user's attention when browsing the page, the location of this part should be checked and fixed.
2) KISS principle of enterprise website design
Looking at the development of website design of Chinese enterprises, there are three stages. The first stage is the initial stage, which shows that there are few pages in the website, generally no more than 50 pages, simple pages and few content; The second is the expansion stage, which shows that the number of pages in the website is huge, generally no less than 500 pages, and the page content is rich and complex; The third is the mature stage, which is manifested in the simplicity and consistency of the enterprise website. The content classification is clear. Website design, "simplicity is beauty" can be said to be the experience of enterprise website design history. KISS principle, which is the abbreviation of "Keep It Simple And Stupid", is the most important principle of web design. After all, the website is built for ordinary netizens to look up information and use network services. There is no need to set up too many operations on the web page and pile up many complex and fancy pictures. By analyzing and comparing the international and domestic leading enterprise websites in all walks of life, it is not difficult to find that simplicity and simplicity are their common characteristics.
1. Enterprise LOGO area: generally placed in the upper left corner of the web page and internal pages;
2. In station service function area: generally placed at the top right corner or the top middle prominent position of the home page;
3. Important information area: must be placed in a prominent position on the home page, and must be big and eye-catching;
4. First level column area: horizontally placed in the middle of the web page as a bar;
5. Floating sub column area: the corresponding secondary and tertiary sub items will be displayed floating according to the different primary columns selected;
6. Public service area: including contact information, company introduction, website map and other contents, is an indispensable part of the web design, which is generally placed at the bottom of the web page, and should have both the home page and the inside page to facilitate the use of visitors;
7. Left and right blank areas: can relax psychology and create rhythm; It can also reserve space for different content pages to add links and advertisements, so that the pages within the website can be consistent in overall structure and different in content;
8. Information survey area on the home page: used to strengthen the online information survey function of the website, which is generally located at the bottom left corner of the page.
（2） The layout rule of internal information pages is shown in the website of enterprise website construction. Such pages are generally composed of the following parts. The following description is consistent with the label in the figure.
1. Enterprise LOGO area: located at the upper left corner of the web page;
2. In station service function area: located at the top right corner or middle top of the web page;
3. Column navigation bar: provide convenient links for users to directly jump to the website home page or other ladder columns;
4. Big BANNER on the page: placed in the middle of the page;
5. Current position navigation bar: placed above the main content of the web page;
6. On page information display help bar: it is used to facilitate visitors to freely decide the order of information on the page according to their own needs;
7. Inner page information core area: display the main information of the current page. It should be noted here that images and text must be accompanied. Clear pictures can increase the authenticity and reliability of the web page information, and the text should be simple and accurate;
8. Multi page folding display function bar: generally placed at the bottom of the detailed content of the web page;
9. Functional link area on the left: generally used to place the link to the parent column of the current web page, but also can place personalized service functions for registered users, such as "recent browsing", "relevant new product promotion" and other content;
10. Function link area on the right: it can be used to place links of products or service functions related to the information on this page;
11. On page service function area: if the enterprise website is not very large, this part can be combined with the next part:
12. Website public service area: including contact information, company introduction, website map and other contents, placed at the bottom of the page;
13. Sub page information survey area: It is used to survey relevant information related to this page, and is generally located at the bottom left corner of the page. The purpose of enterprise operation is to make profits, not just for profit, but to make money in a proper way. For online marketing, website construction is not to follow the trend. If others do, I will do the same; I will do what others do. When building, maintaining and using websites, we should always have a clear mind. Our goal is to open the door to wealth with the help of the Internet.
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