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 nativeBrand LimitedDate: 23/07/07 nativeBrand Tips - taking your brand onlineMost businesses, whether B2B or B2C, will need a presence online. The most obvious and popular is the company website - so let’s begin there.
1. Before you start it’s important to consider how the website fits into your marketing strategy - in other words, why do you need a website and what are you expecting it to do. For some a simple information site will be enough - for others a site with more interactivity will be required. Either way, know what you want to achieve and why before you appoint a web agency. Good agencies are skilled in interpreting your requirements and turning them into site functionality and features. But, if you can’t communicate the reason for the site then how will they know what you need. You’ll end up with a nice looking site (I hope!) - but it won’t be working as hard for you as it should.
2. Your new website is an extension of your business and good branding is about all your communication methods coming together. Copywriting for a website is different to that needed for a brochure or mailshot - it should still reflect your corporate style, but the use of keywords and controlled repetition needs to be considered. It’s not just humans who’ll be looking at your site either - SEO spiders need your site to “speak” to them too if you want to rank highly on the leading search engines. Accessibility and usability are extremely important - alienating sections of your audience is never a good idea, so make sure your site doesn’t let you down by failing to meet the industry standards. 3. The content and structure of the site needs to be reviewed on a regular basis to ensure it continues to meet your objectives. How often you review it is up to you - shifts in your market and repositioning the business are ideal points to do so or simply when you next revisit the strategy. One thing is clear - having an out of date website sends a message to those who see it, and it’s not a positive one. So at the very least make sure the content is still relevant and correct. As soon as you’ve got a company website to be proud of you can experiment with all the other cool stuff that online technology has to offer - anyone for a blog, podcast, video, forum...? At nativeBrand we identify your brand needs and deliver design and marketing advice to support your business objectives. If you need your brand to succeed online and you want to find out more about what we do and how we do it, call 01440 709865 or visit www.nativebrand.com Copyright Cambridge Network 2009
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