Your web site is one of your business’ most important brand assets. It enables you build your brand and achieve your revenue goals throughout virtually all customer connection points from initial customer awareness through customer support and retention.
Reach Web Site Services is a comprehensive and affordable offering that provides web site assessment, refinement and re-launch for small and medium sized businesses. It's a three-phase process:
1. Assessment Phase
In this phase, we work with you to understand your objectives for the site and how it fits into the competitive landscape. We address the following questions:
Objectives of the site:
- What do you want the site to do?
- What do you want visitors to do?
Target Audience:
- Who are the primary and secondary audiences?
Current Site Assessment:
The focus of this stage is to identify bottlenecks to your current site that may be contributing to visitor drop out. We’ll also identify existing best practices with the goal of applying these ideas to other areas of your site.
Design
- Is it Relevant? Compelling? Differentiating?
Content
- What exists/what’s missing?
- What is the current quality/relevancy of content?
Navigation
- How do visitors move through the site?
Web traffic
- What are the current statistics?
- What is the current plan for generating traffic?
Integration
- How does your website fit into the larger marketing program?
(Awareness, Consideration, Trial and Buy)
Competitive analysis:
In this stage we’ll work with you to identify competitor sites and provide a benchmark to see how your site rates relative to rivals. We ask the questions:
- Who are the competitors?
- How do competitive sites differ?
External Research:
Some clients opt to take the time to initiate primary research in order to understand how their clients - the site visitors - feel about their sites. Resources permitting, this can be an invaluable tool. This will provide additional baseline data:
- What are the current perceptions?
- Are these perceptions consistent with current brand perceptions?
- What are the desired content/format/navigation?
2. Site Refinement Phase
In this phase, we look at the following key components of your web site:
Identity
Definition of:
- Format/Style
- Navigation
- On-brand requirements
- Modify existing
- Create new
- Navigation
Paths for varying target audience members
Web traffic
Plan to build traffic
- Optimization of site (meta-tags, keywords, etc)
- Submission to search engines
- Integration with other marketing media
3. Site Re-Launch Phase
In this phase, we build a plan to re-launch the site with all members of your community. This can include creating press releases and a specific plan to direct traffice to your web site. We will also work with you to ensure that your web site is an integrated component of your marketing activities and is supporting sales and customer satisfaction and retention objectives.