Suzanne Lowe has a great post about websites of professional service firms entitled "Sticky Websites." She quotes Seth Godin who talks about the importance of interactivity on your website - which he terms as "a place - a sticky collection/connection of web pages with a search field. A website is a place you want people to 'check back often and see what's new' and where people are either in or out." Suzanne finishes her post by saying:
"I know that most web sites today, even my own two websites, feel way too static. I'm convinced that the days of the web site "electronic brochure" are rapidly giving way to a closer integration of service delivery, innovation and brand building."
We're in the process of redesigning our website which I'm happy to say is currently fairly sticky - although not nearly as sticky as we want it to be. While its "design" (if you can call it that) is horrendous, it is very successful. That's what makes the redesign such a nerve wracking process. We've met with web designers and are putting the finishing touches on all the features we MUST have in the redesigned website and all those we'd like to have if the budget works out. We are focusing on three things which I realize with this post all begin with the letter "C" - so our 3-Cs of website success:
- content
- connectivity
- community
Our website now is content-rich and that drives traffic and helps to begin to create community. Connectivity speaks to linking the content together for the visitor in a way that they want. And, community is not just beginning the dialogue but nurturing it. If we get these three things right - along with the design - I believe our brand will be enhanced and we'll also turn even more visitors into buyers.
Why aren't more PSFs using their websites as more than just mere billboards? Am I the only one who becomes increasingly irritated when I am directed to a website that is nothing more than a billboard? That's why I believe that people are attracted to blogs - content, connectivity, and community (now if I would just update my blog more often but I'm blessed that I do enjoy that which takes most of my blogging time - my job).
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