The best word to describe a successful website is user-friendly. Companies should never forget this fundamental quality when they set up their websites. Unfortunately, there is a tendency to believe that all customers are internet-literate to the extent that it hardly matters if no particular effort is made to assist visitors to ones website. This is simply not true. Many internet users will skip or abandon a website that appears to be difficult to navigate. Fortunately, there is a way out of this: a second, more flexible website. Appropriately designed and implemented, this website may turn out to be the key to the successful marketing of a company's product since it would ensure a better retention rate of website visitors and therefore improve sales prospects.
The purpose of a companys website is, first and foremost, to let internet users know what goods or services the company has available for sale and to give all other details related to these items. Naturally, when the range of products is fairly ample, this will lead to the website being crammed with a large quantity of data and details that will give a bit of a headache to customers searching for a specific product. Many of them may be tempted to pass on to another website. The solution of this problem may lie in the creation of a companys second website. This would have to be dedicated to a very limited number of products " preferably one or two " that the company intends to market above all others. Customers would then be facilitated in their search and the targeted products would stand much better chances of being sold.
When used car dealers wish to publicize the vehicles they have up for sale, they have them checked, washed and polished. Then they place them in full view of possible customers. Companies advertising their goods on internet usually attempt to do the same, but the result is not always what it should be. This is usually due to the tendency to focus on the contents rather than on the appearance of the website. While contents are obviously of vital importance, presentation is a key factor in marketing products. It is certainly easier to make a second site more attractive because it hinges on very few products and website builders can emphasize the most significant features of the companys goods by means of graphic design and other marketing tools that will attract attention and impress prospective customers.
We have all experienced at one stage or another a feeling of frustration when reading a verbose description or listening to a long-winded speech because we never seemed to be getting to the point of the matter. It is very much the same with company websites that embark on detailed descriptions of their contents. Readers attention is sure to wane after a while and they soon quit the site. On the contrary, a second website focusing on just a few items could provide prospective customers with brief, clear, down-to-the-point descriptions that, while simplifying matters, would still give all the necessary information on the products in question. This approach will definitely stand better chances of improving customers satisfaction and increasing company sales.
Being primarily intended to stimulate curiosity and facilitate decision-making, a second website should contain essential details of only some of the goods or services a company has available for sale. In other words, a second website is intended to assist customers looking for a particular product. However, a second website should always be linked to the main website, from which customers could obtain, if they wish, additional details as well as a full description of all other products available. The link would thus serve as a medium of publicity for the company.
Is optimizing a second website equivalent, in terms of difficulty and expense, to optimizing the main site? The answer is clearly, no. Because a second site is much slimmer and less complex than the main website, optimizing it is considerably easier. But there is another reason why a second website would prove helpful. If a company has two sites on the web, it automatically has better chances of being seen by prospective customers. This means in practice that the company has more business opportunities. The obvious conclusion is that the comparatively little effort required to set up and optimize a second website is more than justified by improved business prospects.
The purpose of a companys website is, first and foremost, to let internet users know what goods or services the company has available for sale and to give all other details related to these items. Naturally, when the range of products is fairly ample, this will lead to the website being crammed with a large quantity of data and details that will give a bit of a headache to customers searching for a specific product. Many of them may be tempted to pass on to another website. The solution of this problem may lie in the creation of a companys second website. This would have to be dedicated to a very limited number of products " preferably one or two " that the company intends to market above all others. Customers would then be facilitated in their search and the targeted products would stand much better chances of being sold.
When used car dealers wish to publicize the vehicles they have up for sale, they have them checked, washed and polished. Then they place them in full view of possible customers. Companies advertising their goods on internet usually attempt to do the same, but the result is not always what it should be. This is usually due to the tendency to focus on the contents rather than on the appearance of the website. While contents are obviously of vital importance, presentation is a key factor in marketing products. It is certainly easier to make a second site more attractive because it hinges on very few products and website builders can emphasize the most significant features of the companys goods by means of graphic design and other marketing tools that will attract attention and impress prospective customers.
We have all experienced at one stage or another a feeling of frustration when reading a verbose description or listening to a long-winded speech because we never seemed to be getting to the point of the matter. It is very much the same with company websites that embark on detailed descriptions of their contents. Readers attention is sure to wane after a while and they soon quit the site. On the contrary, a second website focusing on just a few items could provide prospective customers with brief, clear, down-to-the-point descriptions that, while simplifying matters, would still give all the necessary information on the products in question. This approach will definitely stand better chances of improving customers satisfaction and increasing company sales.
Being primarily intended to stimulate curiosity and facilitate decision-making, a second website should contain essential details of only some of the goods or services a company has available for sale. In other words, a second website is intended to assist customers looking for a particular product. However, a second website should always be linked to the main website, from which customers could obtain, if they wish, additional details as well as a full description of all other products available. The link would thus serve as a medium of publicity for the company.
Is optimizing a second website equivalent, in terms of difficulty and expense, to optimizing the main site? The answer is clearly, no. Because a second site is much slimmer and less complex than the main website, optimizing it is considerably easier. But there is another reason why a second website would prove helpful. If a company has two sites on the web, it automatically has better chances of being seen by prospective customers. This means in practice that the company has more business opportunities. The obvious conclusion is that the comparatively little effort required to set up and optimize a second website is more than justified by improved business prospects.
About the Author:
Cristiano Rubbi - He has been active for many years now in tourist travel online for incoming visitors to Italy. Experience has suggested to him to build a second site to handle specific customer requests. You can view his main WEBSITE and his SECOND WEBSITE by clicking on these links. Email him for more details at info@niceandeasytravel.it
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