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Newsletter - Spring 2007
Building a Better Website
Chris Pelosi, Online Marketing Manager, Rachlin Design Services |
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For many, a website is the first impression someone may receive about your company. It gives visitors a sense of your company as well as your culture without actually having to visit your offices. Therefore, a website should be a key component in a company's marketing strategy. Additionally, many people research a product online before actually buying it in a store. Likewise, those looking for a particular service would consult a company's website for initial information.
All of these new standards were put in place to strengthen the effectiveness and quality of audits. As a result, more is asked of the auditor as well as the companies audited. Because of the more extensive procedures required, client audit fees will likely increase.
The Rachlin Assurance division is planning a forum in May, where they will continue to educate its clients and their stakeholders about the effects these new standards will have on financial statement audits. To find out more about the forum, contact Rachlin partner Kim Lamplough, who will be available to help answer questions or provide more information.
Design a Professional-Looking Site
The overall look of the website should be consistent with your brand and existing marketing materials. This includes the same colors and fonts used on your printed materials as well as the same copy tone.
As for navigation, keep it simple and keep it organized. Incorporate easy-to-locate navigation buttons, giving visitors quick access to information with minimal scrolling. Include "call to action" buttons in multiple places on a page.
An important part of a professional site is a "Careers" page, a place for posting positions, accepting resumes and featuring employee testimonials. You need to make it easy for potential employees to contact you. A "Careers" page also adds credibility to your business.
Provide Comprehensive Content
A website gives you the opportunity to provide as much information as you can about your products and services. Rather than printed materials such as brochures, websites are dynamic and can be updated relatively easily. Be sure to provide the most important information at the top of a page, like a newspaper article states key facts first: who, what, where, when, why and how. Some pages to incorporate in your website include:
- An “About Us” page
- Mission and vision statements
- Management bios
- Company history
- Pages for each product or service
- Downloadable brochures that feature
specific services
- Client and employee testimonials
- An e-newsletter or blog and an easy way
to subscribe to both
- Current news and upcoming events
- Industry articles
- A “Contact Us” page
Learn How to Track Your Website Traffic
There are many ways for you to track visitor traffic and how they respond to your site. You can find out which are the most popular pages as well as how visitors found your site. One free tool you can use is Google Analytics. Visit www.google.com, click Business Solutions and then select Analytics.
Getting Started
Updating your website may seem daunting and complicated, but it doesn't have to be. Here are some main areas to focus on first:
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Easy navigation: Quick access to information
makes it simple for visitors to get through your site. |
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Bios with photos: Bios with good content and photos are more personalized and give a better introduction to your team. Relevant copy related to the person’s experience is key. |
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Content: Give visitors a reason to return with fresh content, blogs, newsletters and testimonials |
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Tracking: Search engine reports are a great way to track traffic to and around your site. |
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A professional, well-laid-out site is one of your most important marketing tools.
Therefore, it is vital to hire a trained website designer. They have the experience needed in online marketing strategies to help you develop an informative, professional-looking online presence.
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