One of the biggest mistakes a business can make is viewing its website as some sort of tangential or secondary tool. Sure, building a strong stable of in-house employees that handle consumer relations is a top priority, but neglecting your digital presence can quickly undo all of this hard work. The truth of the matter is that if you really want to be successful in today’s marketplace, you need to start thinking about your website as an employee. To help you embody this approach and transform your website into an accessible and powerful tool for accommodating online customers, here’s everything you need to know about turning your page into a model employee.
Go Beyond the Hard Sell
The first way to key in on the “website as an employee” mentality is to shift your on-page content away from straight sales material and focus on answering questions about your products and services. As Jennifer Schiff of CIO points out in her look at connecting with the teenage demographic online, making your website stand as a resource that can provide value-driven content and handle all types of queries can easily set your domain above the rest. Even if you’re not honing in on this age group, adopting this mindset is a great way to stand out and develop an engaging online presence.
Understanding the Power of Accessibility
Of course, if you don’t make your new digital employee accessible and available to your targeted audience, this new take on answering consumer questions and providing great content won’t do your brand much good. For this reason, Schiff goes on to suggest that your brand spend some time making your page easily accessible.
Whether this means revamping your page navigation and layout or adding a mobile variant for all the tablet and smartphone shoppers out there, having an accessible and inviting page is the digital equivalent of a warm greeting from your employees when a customer walks into the front door of your retail shop.
Reflecting Your Core Values
The final step for turning your website into a model employee comes with taking on an approach that promotes your core values. In its look at the growth of TD Ameritrade in the digital marketplace, the staff at ClickZ explain that few things matter more than a strong brand identity in the online world.
By focusing on an approach that reflects your brand ideals, you can build an interactive domain that harbors high-quality, professional content which easily goes beyond the generic offerings of industry competitors. Naturally, embodying the brand message that best represents your organization is an entirely situational matter that shifts from company to company, but there’s no denying that this mindset can drastically improve your fortunes with the online shoppers that matter most.
Turning your website into a model employee and brand ambassador isn’t an easy process. However, by championing the changes involved with creating a more accessible, inviting page that answers customer questions and promotes your brand identity in a professional manner, your organization can turn what may once have been a glaring weakness into a digital employee that any company would be proud to stand behind.