What is an “inSite”?
It’s a special word! At my Internet Director, we use it to describe the potent cocktail of essential elements a business generating website should contain. It goes way beyond “Website”. A website that generates business for you should be an integrated part of your business processes and systems, and this is where most web designers and agencies fall down, we’ll come back to them later… (because they usually do a good job in only ONE of these areas).
So in order to be clear that what we do is different, very different… we call them “inSites”
What makes a website an “inSite”?
According to us… 7 criteria…
- Interesting, user-friendly website designed for your target audience.
- Integrated Internet marketing plan that is designed to get your target customers to visit the your site.
- Interaction points and data capture points on the site for your target customers.
- Innovative use of human behaviour psychology.
- Intelligent and regular reviews of website data.
- Investigation and uncovering of new opportunities.
- Integration with other business systems and data.
Interesting, user-friendly website for your target audience.
Yep, this is where some designers get it almost right. The problem with designers is that they want it to “look” good – but many fail in the “usability” test… both from the users’ point of view, and from failing to leverage the site’s design and layout for marketing purposes. Keeping a website interesting and engaging is on-going and is covered in some of the other 7 criteria.
Integrated Internet marketing plan that is designed to get target customers to visit the site.
Without an integrated Internet marketing plan to bring visitors to your website through online mediums, your site becomes very ineffective and usually falls into the category of sites that are visited by the designers, some existing customers and you but not by your target customers. A site like this often requires a tremendous amount of expensive offline advertising (e.g. newspaper, sms, radio, direct mail) . Conversion rates from offline mediums to a website are traditionally very low. For example , let’s take the case of a newspaper advertisement. A target customer has to see the advert, remember the website address, and remember to type that website address into their browser when they get home hours later… That’s a long shot.
An integrated Internet marketing plan results in prospects finding your site in the right “places” online when they need your products or service. For example, a target customer types “large blue widgets” into a search engine, and your website is listed on page one, all the user has to do is “click” … and they are at your site.
Online marketing is something that has to be done on a consistent and regular basis.
Interaction points and “data capture points” on the site for your target customers
Once a customer has found your site (through whatever means), there has to be sufficient “data capture points” to collect customer data. Effective use of this can multiply the effect of your marketing efforts many times over. Every visitor to your site is a potential customer, and you have to maximise every opportunity to collect their details. An enquiry form is NOT enough, additionally there should be more intelligent ways to encourage a visitor to trust you enough to willingly hand over their information to you.
Innovative use of human behaviour psychology
Understanding people, and why they do things is something that we’re specifically interested in at my Internet Director. A website that doesn’t employ the latest psychological research is missing out . Words are powerful things, and whether spoken, heard or read have the power to invoke action, or not.
At my Internet Director we understand psychology. We know how to use it to get the maximum impact, and how to get a customer to take action.
Intelligent and regular reviews of website data
Each website has the potential to collect valuable data about
- the people who visit it,
- how they found it, and
- what they do on the site
Most websites owners either
- don’t collect this data, OR
- it’s not looked at OR
- it’s looked at but not understood.
Review of this data is essential to have a successful “website” because not matter what we think will or should happen it’s what actually happens …what visitors actually do that is important.
Just like any other investment your website needs constant fine tuning to ensure that it’s performing at it’s best. We have found that when we make just a few changes in the words on a site, it can result in dramatic improvements in the way your customers respond to your website and your bottom line results.
Our clients tell us they have a problem with web designers. Our clients tell us… the designers complete the design, the site is launched and they think the job is done. But, a business website always needs to be tweaked to maximise its potential. We believe it is not possible to launch a perfect website, a site that cannot be improved. This never happens as you can always learn from your customers by what they do, or not do on your site. The great news is that you can use the feedback to improve your site.
Investigation and uncovering of new opportunities
The Intelligent review of data can lead to uncovering very interesting opportunities for your business. Like any business system … your website needs to adapt to opportunities to ensure it’s operating at it’s maximum for your business.
Integration with other business systems and data
Without integration of the website into business systems, the website becomes “isolated” and a potential victim of “silo” thinking . In today’s advanced world of websites smart business owners are ensuring that such isolation doesn’t happen. Many businesses are finding that their websites are the biggest source of revenue for them… and if data collected about customers is not integrated with other parts of the business, then the chances for errors are too high, data is duplicated and efficiencies are lost.
You know the feeling, filling in forms that end up with no response… you don’t know if the email has been received… has been received and ignored – or the company has gone out of business and you need to go elsewhere.
When your prospective customer provides details to you, fills in an order, or does anything on your site, that information needs to be integrated with existing business systems. A enquiry form needs to go into the CRM system, assigned to a sales person, and that sales person sent a reminder to call the prospect.
Having a successful presence online needs the 7 elements. Period. If you’re not doing one of them – you’re missing out on business.
The my Internet Director service provides you with all 7 elements. When you have all 7 working in harmony and your business is really using it’s line presence effectively…then you can say you have an “inSite” and your on-line business will be operating at a new level