Publicity is everywhere

Companies large and small are building web sites that contain too much information, or create a nightmare to navigate.

I read an article about this problem titled "Analytics that Boost Web Revenue". The author of the article, Karen Vogel, uses an airport to illustrate how web sites are getting so large (depth in pages) that if an airport didn’t have signs and sections for you to enter, you would be lost.

I believe that if you are a company that offers a lot of information, such as a financial institution and want feel you need to have all the services explained. Or your company sells automotive aftermarket accessories and you put your entire catalog on the net.

That is ok, if you build the site so customers can navigate back easily, or are able to not "get them lost’.
Too often companies add links upon links to take you deeper, or to another site for support information. That’s how you will loose customers.

A web site is part of your publicity campaign. It is what people will think of your company. It’s that image building I spoke about many times before.

To keep a positive image when you are facing this problem with too much information, I suggest building a separate site, maybe three different sites that can link to each other.

This will keep specific information in one place, and provides you the ability to market your company in several markets through different web sites.

Remember, customers are looking for information, or something to buy, solve a problem. Don’t give them a reason to hate your company because you put everything inside the site.

Maybe it is giving customers a summary of the information, about the services or products you offer. Then give them the option to contact you for further information.

Customers like choices. Make this work for you and that will be the publicity reward– a positive name (brand) in the industry.

See Also

• Let the experts show you how
  A web site should create a positive image