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 To repeat, just like any business decision, a web site should be part of your marketing strategy. Its prime purpose is to increase stakeholder value by:
- Increasing profits,
- Decreasing expenses and,
- Attracting new customers.
There are very few exceptions to these marketing tenets.
An internet presence may include many helpful features to help support your customers and products. Below, we provide information about some of the possibilities. But a caveat: unless something truly augments your product or service, the simple approach is probably the most effective choice.
Whatever an organization's needs, each part of a web site can have greater or lesser visibility to the public internet, the private organization intranet, individual users, groups of users and search engines. At HEI, we stress the importance of protection of an organization's intellectual property (IP) and personnel information, to minimize risk and liability. But at the same time, it is important that information on an organization's web site may be easily found by its target audience, including existing and new clients or customers.
Below are just some of the capabilities and applications that can be included to enhance your organization's web presence and to help meet your objectives:
- An information repository may include diverse information including data sheets, confidential discount schedules, index of dealers, policies, procedures, rules, agendas, minutes, public relations press releases, advertising copy, white papers, presentations and so forth. Some material needs restricted access, perhaps segregated by class of user or company affiliation.
- Customer support area including FAQs, newsletters, searchable database, parts lists, drawings, live chat (text or multimedia), support e-mail.
- Corporate information appropriate to the needs, including biographies, contact information, office locations, maps, e-mail/telephone/VoIP directory, company forms repository.
- Training, testing and grading for both staff and customers.
- Site FTP capabilities, useful for distribution of some software program and documentary materials.
- Human resources aspects including job postings, job descriptions, training resources, policies, procedures and contact information.
- Streaming data, audio and video can be added as needed, for a large variety of applications from shareholder and analyst meetings to site security, and even such unique things like monitoring reservoirs and flood control measures.
- Audio, video and graphics teleconferencing, often together with computer application sharing for collaboration. Useful in-house or with clients.
- Staff electronic appointment books.
- E-mail, newsgroups, telephony, embedded PBX and switching.
- ... and many more things only limited by an organization's needs, imagination and resources.
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