By Jenny Fujita and Joy K. Miura, Fujita & Miura Public Relations
Since the dawn of the Internet, websites have evolved from static, flat communications vehicles to vibrant, multimedia resources. Consequently, refurbishing websites has become a worldwide trend. Websites are an excellent way to maintain relationships with your constituents, but to be effective communications tools, their information (primarily) and look (secondarily) have to be ever changing.

Website content has to change frequently. Reporters often collect their information online. The same goes for jobseekers, potential customers, competitors, and others. These folks will head to your website to learn about your company so it needs to include accurate, current facts and good news.

The look of your website has to progress too, but not as often as the content. Just as you might redecorate your office every so often, you need to spiff up your website once in a while. Audiences appreciate this because they know the upgrades were done for them and it makes them feel confident that you’re keeping up with the times. Also, modern web designers recognize that there are many different configurations to present your information, and that no two web surfers navigate exactly the same way. This means that you have to give people some choices about how to get to your key information. Interactive features like shopping, live technical help, games, or business forms also help sites look fresh and provide value. Animation is another way to perk up your online presence and direct attention to areas that may be overlooked (if your site has uploads or fancy animation, remember to provide software downloads, preferably for free).

So at least once a year, resolve to refresh your business’ website. Just be sure that all the improvements you make are consistent with your image, message, and goals, and that you tell your customers about the change.

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