In an era when customers have more information than ever – and 70% of buyers research integrators online before they meet them – ask yourself: How relevant is your company’s website to the people you need to attract?
NSCA member ClearTech asked itself that very question – and, as it took a closer look, it found the old website lacking. The company wanted a site that would not only speak to their customers’ needs, but also effectively communicate how ClearTech could fulfill those needs.
Creating a new website is no small undertaking, however; the process demands time and attention for information gathering and back-and-forth meetings, approvals, etc. (not to mention needing someone who knows how to design and build an effective website!).
ClearTech learned about Supervox, an NSCA Member Advisory Councilmember, and decided to invest in an online presence that would allow it to tell powerfully differentiated stories that reach target audiences.
Here, Supervox shares some lessons and tips they used during ClearTech’s website redesign project. Even if a website change isn’t on your list of to-dos, you may uncover some valuable information!
Always Start with Your Brand
Because a website is the hub of your marketing activity and the face you present to the world, starting with your brand first – to make sure everyone’s on the same page about who you are and what makes you unique – is important.
In ClearTech’s case, its brand needed to represent a vibrant, energized company at the forefront of workplace transformation. Through interviews, surveys, and research, the company’s key strengths were identified, including:
- Deep industry and technological expertise
- Innovative thinking
- An obsession with customer service
Once these themes are identified for your organization, they can be woven into each page of your site.
Know Your Audience and Speak Directly to Them
ClearTech resisted the temptation to be all things to all potential clients. Instead, their website focuses on buyers of AV solutions for workplace and learning environments: two areas where ClearTech stands apart and has the deepest expertise.
As a result, they needed a way to capture these audiences at multiple points. Prospective customers who land on the homepage are quickly directed to the company’s areas of expertise. People who reach the site via links to interior pages are quickly oriented to ClearTech’s workplace and education prowess.
What’s your niche? Who do you want to reach and what information do you want them to have when they find you?
By consistently communicating your company’s brand and clearly describing workplace culture and values, you not only offer insight to customers on what it’s like to work with you, but you also share your story with potential team members, too.
On your site, consider talking about what kind of person will thrive in your culture. This helps attract employees who will be a good fit and weed out those who won’t be.
Your Website Isn’t a Catalog
Most integrator websites feature laundry lists of services and capabilities – but most site visitors have no idea what they need. Moreover, few people have patience for text-heavy sites that detail everything in your arsenal.
Instead, focus on what motivates your customers in the first place: a desire to get the lay of the land, to vet your company, and to see if you can speak to their needs. For visitors who want detail, that information can still be there. But no one visiting the website should be confronted with content that’s boring, intimidating, or irrelevant to their current needs.
Weave in Company Personality
What makes your company unique when it comes to personality and culture?
ClearTech, for example, feels a strong responsibility to be an active, contributing member of its local and global communities. This speaks to the company’s culture, ideals, and purpose as an organization.
To help convey this, site content supports the company’s commitment and serves as a proof point that gives ClearTech credibility and tells their story more fully.
Remember Who Your Friends Are
Do you work with outside partners that help make your projects come to life? Consider devoting a page to crucial collaborators in your integration projects.
In ClearTech’s case, it was the architecture and design communities. “The more education we can provide, and the stronger relationships we can cultivate with architect and designer partners, the better value we can provide to our clients,” says ClearTech Founder Christina DeBono.
Build It Right – and Make Future Plans
Once you’ve got an effective website up and running, what’s your plan for maintaining, monitoring, and optimizing it?
A well-built site gives you the foundation for creating ongoing campaigns to secure new business. It won’t just impart information – it will gather it for you. Most importantly, it will attract a wide range of visitors and propel prospects on the journey to conversion.
These days, websites can work harder than you ever imagined. But it won’t happen by accident. Performance has to be built into design.
No matter how carefully you plan, issues will come up along the way. You may want to add features you thought you could forego. You may want to tweak page design or change images. Having a partner who understands your needs and objectives, your workstyle, and the industry will make everything simpler (and more fun!).
Wondering how to get started? Start by exploring the resources NSCA has to offer. Reach out to ClearTech with any questions you might have about their website redesign experiences. Or contact Supervox directly and ask us a few questions! -Tim Alevizos, NSCA Member Advisory Councilmember Supervox