For a straightforward reference point, below is a table of some common areas necessary to develop and maintain an effective site. You can use this as a ‘shopping list’ when considering site changes or wish to measure the success of just about anything of yours online. It is also handy to keep these in mind when figuring out how well your competitors do things. Don’t worry if you’re not 100% sure on what all of these mean as we will go over them soon!
Inside your website
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Usability
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How
easily visitors can find and use what they’re looking for on your
site. How straight forward the information is and whether the traffic
is going where you directed it.
|
Aesthetics
|
Whether
or not visual assets of your site fit together well and are
attractive. Where the user’s eye is attracted to. How memorable your
site is, how well it reflects your business and brand. Ties in with
usability.
|
Search Engine Optimisation (SEO)
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Effects
the likelihood that people will be able to find your site (mostly
through Google) when they are looking for your business / industry /
products / services or anything else related to what you want to offer
them.
|
Analytics
|
Tells
you what has happened on your site. See statistics on who visited,
what they saw, when and where they left and how they got to your site
in the first place all according to a chosen timeframe. This way you
can track the success of changes shortly after they are made and
substantiate new ones.
|
Outside your website
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Community Management
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Helping
users with questions, complaints or queries whilst representing your
brand and voice. Building a strong and visible rapport.
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Social Media
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Extending
the reach of any campaigns and creating discussion. Ties in directly
with community management. Relatively quick and cost effective. Most
popular examples are Facebook and Twitter.
|
Electronic Direct Marketing (EDM)
|
Direct
Marketing efforts via email. This is predominantly used to
communicate offers and new products /services but also includes
newsletter updates about any changes, sharing or commenting on
industry news and any automatic mail that helps people use your site
and services.
|
To Do for my Business
Taken note of the above areas that I have / haven’t considered or used before.
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