A website as an online public relations tool
The aim of each brand is to gain prestige and establish strong market presence. An attractive and functional website is crucial to building brand image. A website does not only serve a marketing purpose, but is also an excellent way to gain the trust of potential clients.
A website is no longer a standard – it is now a necessity. A professional site makes it possible to present the company’s offer to a wider audience, being an effective tool for promotion and outreach. It acts as a virtual showcase that encourages potential clients to establish cooperation with the brand.
THE USER COMES FIRST
To draw the attention of its audience, a corporate website has to fulfil specific criteria. It is important for its interface to evoke positive emotions. Most of all, a website should be transparent and user-friendly. A suitable domain is crucial as well, as it has significant impact on the effectiveness of online promotion. The website address should be short and directly related to the company’s name or the specifics of its operations. However, let us not forget that the foremost element that draws the attention of the user is the website’s design. Appearance is a key component of web design. Well-adjusted colours, fonts and layout of text and images make it easier to move through the website and read its content. The resulting visual arrangement has a major impact on the aesthetics of the whole website. The website’s design must be adapted to the specifics of the industry and the target group. Its colour scheme should emphasise the nature of the company’s activities and bring its logo into mind. Another key issue is the website’s responsiveness. As web pages are increasingly viewed on mobile devices, they should adapt to the size of each smartphone and tablet screen. Moreover, responsiveness affects the positioning of the site in Google searches.
CONTENT AS THE DRIVING FORCE BEHIND THE WEBSITE
As Bill Gates famously said in 1996, “Content is King”. Today, almost twenty years later, these words ring true more than ever. To arouse interest among clients, a website should have appealing and unique content. The messages posted there should not just be clear and credible, but also practical and persuasive. Internet users need content that provides interesting and useful information, not just empty clichés. Therefore, a corporate website must contain much more information than just the company’s contact details and a short description of its activities. A client who visits the site must be able to quickly and easily learn about the history of the brand, its expertise, achievements and benefits arising from potential cooperation. In order not to overwhelm the audience with the sheer amount of information, the number of messages should be well-balanced. Nowadays, an essential part of a web page is a blog that gives the company a human voice. It connects the brand with current and potential clients. A regularly updated blog helps to present the news from the industry and attract new clients, while positively affecting the positioning of the site in search engines. Let us remember — Google loves fresh content. Another important issue is the way in which the website connects to social media. Social media is great at supporting content – it can be seen as a tool that helps to reach a wider audience and showcase your products or services. The Internet is built by people, so you can be sure that Facebook and Twitter will make it easier to reach your users. Good content stands for itself, but sometimes it needs a little help.
PROFESSIONAL WEB DESIGN
You can create a very simple website by yourself, but if you want to make sure that it will not be lost among other similar sites, you should entrust its developments to professionals. People who work as web designers are always in touch with the latest trends and can help you make your website an attractive virtual showcase, both in terms of visuals and functionality, as well as user-friendliness. A web designer will make sure that the site is properly positioned and optimised for search engines. You should not be afraid of investing in a professional website. Remember that a well-developed and regularly updated website will work for your company at all times. A modern website is an intrinsic component of the brand and a testimony of competent approach to business and clients. Naturally, you can run your business without a website… but is it worth it?