What Is The Most Important Part Of An Enterprise Website?

Many media pairs

What basic information do users need?

After all, the website is different from the professional ICP or portal website. It is impossible nor necessary to be small and complete. Each enterprise has its own specific product / service. The content of the website should be set around the core business of the enterprise.

Corporate websites should not be just a display. Websites are the most useful marketing tools.

Of course, the marketing function of the website can really play a role only if the website can satisfy users' need information.

What information do users need?

This problem is the first thing that website planners should consider. First, we must analyze what the potential visitors have, and then design pertinent content accordingly, so that we can have a definite purpose.

Generally speaking, there are several types of visitors to an enterprise website, that is, direct users, distributors, equipment and raw material suppliers, competitors, etc.

The first two categories of visitors are the existing users and potential users of the company, and they should also be the focus of the website content.

As for suppliers, apart from those comprehensive e-business websites with B TO B functions, most of the websites that are mainly distributed by information are rarely taken into account, so they are not the main contents of general corporate websites.

As for competitors, the purpose of visiting is to understand the new trend of your company, or the level of website design, and whether there is something to learn from it. In this regard, we should give proper precautions when issuing relevant contents, rather than let competitors return to their full stores.

Since the existing users and potential users of the company are the key users of the website, we need to carefully analyze what information they need.

Take a TV production enterprise as an example, there are several purposes for a user / potential user to visit an enterprise website: see what new products, compare the performance and price of different specifications, compare with other brands, check local sellers and warranty addresses, etc. if users can place online orders, users will naturally want to know the relevant information, such as ordering method, payment method, delivery time and cost, and replacement commodity policy.

Therefore, these contents should be the focus of the website.

Speaking so simply, it seems that it should be understood again. However, many web sites often run away from content in content design.

Even in the United States, where e-commerce is relatively developed, the unreasonable design of enterprise websites is obvious. In China, it may be even more surprising.

Recently, a survey published by Information Resources (http://www.infores.com) (IRI) shows that the website of the US product manufacturing enterprises can generally satisfy users' requirements in providing product information content and contact information. However, there are still a large number of enterprise websites that are full of content and even superfluous. They spend a lot of energy and money to design content that users are not interested in. For example, 38% of the manufacturers' websites offer games and entertainment programs, and 41% of the websites provide life service information. However, the survey results show that only 12% of the visitors are interested in the content of the game, and 27% of the users are interested in life information.

IRI's report also found and confirmed the fact that the content of the enterprise website should be centered on product / service, because most consumers visit the manufacturer's website to find out the basic information of the company's contact information and / or products. In the well-known websites, the two most important information consumers query is the company's 800 phone and e-mail addresses, accounting for 63% and 61% respectively. 69% and 81% of the enterprise websites can meet these two basic information needs.

More than half (56%) of the users visit the enterprise website for the purpose of querying product information. In this regard, 91% of the manufacturers can provide satisfactory content.

{page_break}

Enterprise website, promotional information is also important.

When we talk about the content of the enterprise website, it is usually described in a static way, that is, to explain the basic information that the website should involve, which may not need frequent changes at a very long time. However, only these basic information, the value of the website is very difficult to fully show, the reasonable use of the enterprise website, the enterprise own propaganda position, can achieve twice the result of half the effort.

In the survey conducted by IRI, it is found that the promotional information and promotion methods on the enterprise website can not satisfy users' expectations. About half of the surveyed users (55%) expressed the hope that they would get free samples from their websites, and coupons (48%). However, there were 22% websites offering free samples, and only 19% of the sites providing coupons.

It seems that there is still great potential for enterprise website development in developing online promotion.

IRI's survey shows that the more valuable information the manufacturer provides on the website, the more efficient it is.

A number of enterprises and analytical personnel have publicized the important value of building a website community. However, research shows that consumers visit the manufacturer's website is not for the community, if they want to participate in community activities, there are more professional communities on the Internet. The website should pay attention to the most basic content, that is, provide users with detailed product information and convenient ways of contact, increase publicity and promotion efforts, and collect feedback information on product satisfaction and customer needs.

In addition, the enterprise website is not only an effective marketing tool, but also an effective way to get users' demand information. Conducting online surveys for users of their own businesses and collecting user feedback information has important reference value for formulating marketing strategies.

However, many corporate websites have wasted this good opportunity to investigate.

Although 74% of the surveyed users expressed willingness to provide product satisfaction feedback on the website, 50% of users were willing to answer questions about product demand and preferences. However, the websites offering these two surveys accounted for only 38% and 31% respectively.

The above analysis of some important contents in the construction of enterprise websites, some of which are many attempts and successful experiences made by many well-known enterprises in establishing network brand and network marketing, are worthy of our reference and reference for planning and managing websites of our enterprises.