Whereas our primary focus is PR and media relations, a client’s website needs to be created in a way that it can maximize interest generated by media coverage. If not, some great opportunities can be lost.
A successful public relations campaign combined with a savvy social media campaign can help drive visitors to your site. But once there, you want your site to work for you. You’ve basically invited them to your business. Now make sure it’s one they want to visit.
It’s important to think in terms of your prospective client’s needs when building a site, as opposed to focusing what you feel is most impressive about you, your work and your company. For, example, we’ve worked with physicians and attorneys whose initial reaction was to focus primarily on their expertise, degrees, accomplishments, etc. Their websites had a tendency to be all about them.
To be effective your website should be about your clients and customers not about you and your business.
With that in mind, the most effective approach is to work backwards. Pinpoint what needs your prospective clients and customers have and create a compelling site that explains how you meet their needs and solve their problems.
But don’t just concentrate on the site itself. You can have the best site in your field and if it takes too long to load, well then it’s really not a very good site.
Akamai Technologies, commissioned a study through Jupiter Research which showed that, on average, online shoppers will wait only four seconds for a site to load before moving on.
If there is anything slowing up your site, no matter how in love you are with the image or the Flash introduction, either find another way to present it, or cut it.
Anticipate your visitor’s needs, their questions and try to address them before they are asked. Make your site as easy to navigate as possible. Don’t feel you have to tell your whole story on your site, or you’ll end up with dense copy and dozens of pages that will both confuse and bore people.
Make sure to add a media page where you can showcase your press coverage. You can also use that page to help interest and garner more media coverage.
The bottom line is, if you’re launching a media relations campaign, or any type of marketing outreach, to help drive traffic to your site, make sure to create the most effective website possible.
Remember, a successful site is not about you, but about your clients or customers.
Address their needs and they’ll listen, read and want to learn more.
Copyright © Anthony Mora 2016