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Your Number One Employee
Tuesday, July 27, 2010
Let’s break this down
and find out if you have a good perspective on how your website should be
working for you. I consider my website as my number one employee. She works 24/7,
can always look and act friendly and she represents my company exactly how I
want her to. She’s my top sales person and she is my number one customer
service representative. I’m paying her salary and I should expect the best -
right? Your number one employee can be your website too. I call mine Webby,
name yours whatever you want, but her salary should be distributed in 3 parts.
The
first third of Webby’s salary should be for the website herself. Dress her up;
have her be dynamic, smart, friendly and accurate. The second third of her
salary should be used to promote her, let everyone know that she’s there and
that she can help. Get some money out there for link building, pay per clicks,
organic SEO, whatever your preference is. The last third is spent keeping Webby
looking nice and updated. She’s a modern gal and she should always be current
with her information.
If you can see your website as your number one employee then you will
understand what a powerful investment you have made in your company. As you
become more dependent on your website for marketing, then you can begin to give
it more responsibility in sales and lead generations. Does your website employee fit in with your company? Does
your website say everything you want it to say about your company brand?
Brand Loyalty
Your branding must
stay consistent from your company business card to other printed collateral all the way down to your website. Your
brand is your company’s value from your products and services to your
advertising, market position and company culture. Are you treating the website like the
marketing tool that it is? In other words, does your website reflect the particular culture and value that you are trying to create and express within and for your
company?
This doesn’t just
mean that the logo and fonts are the same – that is only a small part of it, it
means that your company’s message is strong and clear and always consistent
wherever anyone will find it. That’s because people become loyal to a brand. If
that brand should act differently, even one time, it can shake the roots of
that customer loyalty.
When
it comes to your website, if it doesn’t tell your customers who you are, what
you do and why you are important, then your website is doing it wrong. However your customer finds your
website, when they get there, they need to know exactly what your company does
immediately. A website has roughly 20 seconds to grab the attention of it's viewer.
In any good movie you
should notice something from the very beginning - they start in the middle of
the action. A slow build up to the main action of your website is just a sure
fire way to lose someone’s attention fast. BOOM! Start with the explosions
immediately… let that customer know that there is something exciting here,
something that they need and want and can’t possibly live without!
Your Website Should Express Exactly What
You Do
How do you stand
apart from your competition? The website is the best way to tell your story and
to state exactly what it is that makes you different and better than every
other company that is just like yours. Keep it simple and honest and highly flattering,
but do it right away. Save the long drawn out stories about how the company was
started for the biography. You only have a few minutes to let your customer
know what you do.
Why is your company
important? When employers are looking at a resume they will often times, just
skim the top part; make a decision to skip over it if it’s not eye-catching,
and move on to the next one. It’s the same concept with the website. Your
company is important and the customer should know that by the time the page
loads.
If you can think of
your website as your best employee then you will be able to get the most out of
it. If you continually add to the website’s value through maintenance, updating
and marketing, then your website will continue to add to the value of your company and it's brand.
Michael Whitlatch
All About It
