An organisation’s website is its global shop window. Customers – both current and prospective – form impressions of a brand through their online experience. Many years ago there was a prevailing assumption that it was only business-to-consumer (B2C) companies that really needed to worry about their online presence. However, that mindset is now long gone and the B2B world has definitely caught up.
Whether an organisation is a global multinational operating on all continents or a single-person entity that has just been formed – having an appropriate online presence that positively and proactively represents your value proposition is critical to your future success.
At its most essential, a website will tell the rest of the world everything that they need to know about your organisation and what you do. Most importantly – they need to come away knowing what you can do for them and why they should be speaking to you.
Does your site look amateurish and neglected, and dare I say it – ‘cheap’? If it does – don’t expect to position your own offering to clients (and the fees you’ll charge) at the upper end if your external brand shouts ‘low end’. As the single most important part of your external presence – how others perceive your website, and the quality of it, is how they will judge your organisation. On the other hand, if your site is attractive, engaging, easy to navigate, has interesting content and is a genuine reflection of how you actively wish clients to see you – then it will be working for you, rather than against you.
My track record:
- Having key responsibility for the website and online strategy in two global consultancies.
- Managing the full life cycle of six website launches as project lead (as well as contributing to two more) including all elements of agency selection, management and service delivery. Examples include: Ottmann Global Partners, YSC, Karin Sode International, Nsight 2 Success, Nick Hastings Consulting, Matthew Sinclair Consulting, La Maison du Paradis, SJ Berwin (contributor).
- Conducting market research ahead of specific website projects.
- Fully versed in social networking and its implementation and best practice – LinkedIn, Twitter, Facebook, Google+ and Pinterest.
- Fully versed in corporate blogging – who and how it should be used, content creation and distribution.
- Fully versed in new and emerging media – video content, podcasting and syndication.