Web Site Content Critical to Customer Communication
Bob Brin, APR, director, Padilla Speer Beardsley Interactive and Creative Services

Successful businesses are online, communicating to customers and potential customers in a 24/7 global market. Understanding a few simple fundamentals of Web site content can help you strengthen your presence on the Internet.

Start at your homepage
First impressions have never been so critical. Research shows average Web users take less than four seconds to decide if they will stop and investigate a site, or simply move on. Make sure your site catches readers' attention, using contemporary graphic elements that reflect your brand and draw the site visitor in to the next level.

Messaging is equally important. Your homepage should define your company with messages you already use in more traditional marketing materials. Online efforts reinforce the company identity developed through your overall marketing strategy. Synchronizing them will help build or sustain your brand.

Make it simple but substantial
The best Web sites are so intuitively organized that readers clearly see where to go for the information they want. That means streamlined navigation that puts every element of the site at the user's fingertips. Also, don't count on top-down, hierarchical movement by the visitor. Allow them to navigate horizontally, and create curiosity with visual nuggets of information that cross-promote other content on your site.

Capture the skimmers and the divers
Successful Web sites have layered content designed for both skimmers and divers. Your key messages should be brief paragraphs and bulleted items to satisfy the skimmers who seek information quickly. These bulleted items can then link to in-depth content for those who want to dive deep for details about your products, services and contact information. Also remember that your job is to convert the skimmer to a diver - most users are both.

Achieve yin-yang with your customers
Your Web site should allow interaction with users, as well as satisfy your desire to capture visitor contact information. If you're willing to give a little to receive a little, you can build a valuable customer list in various ways: providing users the option to be notified of special company events and promotions, offering them e-newsletters or requiring them to register for premium content.

Another key interactive tool is a blog. These online journals can be written by an authorized individual inside the company and should invite feedback from anyone interested in entering the discussion. Just understand that it's not another way to distribute all-about-you articles. Writing a blog positions you as an expert, so you'll need to have an opinion and understand that you may receive frank comments in return. If you're confident in your position, that's a good thing, because it shows you're willing to state your opinion and listen to others.

Web sites give you unprecedented access to decision-makers across the street, the nation and the world. These few simple strategies can help you make a mark for your business in this global marketplace.