Article

Jörg Drescher
Jörg Drescher 26 April 2017
Categories Customer Experience

Is it Time for a New Corporate Website?

Customer experience involves the creation of positive emotional connections between a business and its customers. These connections can happen through multiple touchpoints, but the most convenient and global one is still your company website.

Unlike the static online brochures of the past, corporate websites today must be agile enough to address customers’ evolving expectations. A good website truly represents a company’s “face to the world”, and provides a premium channel through which an enterprise can engage with its worldwide audience.

Is your corporate website prepared to deliver excellent customer experiences? Or is it time for a relaunch? To help you make this strategic decision, we’ve summarized the top five reasons for redesigning your website.

1. Responsive Design

The most important functional requirement for a modern website is to have a responsive design. This means the website’s layout and the proportions of its elements seamlessly adapt to the size and width-to-height ratio of the many devices on which it is viewed. A responsive design improves usability by eliminating the need to zoom in on page content.  If your website is not responsive, it’s time to re-think your approach.

 

2. Multilingual Content

Having an online presence is critical for business growth, but to successfully engage your international audiences, you must communicate in their native languages. Your website should accommodate all languages that align with the regions where your company does or intends to do business. A good Web Content Management System (WCMS) should support the configuration of country- and language-specific website versions and facilitate automated export and import of text in source and target languages. This often results in the need to change your WCMS, as only a few support the implementation of effective localization strategies with automation options.

3. Content Personalization

Contextualized information so it is dedicated to various target audiences is a key driver of engagement. To achieve this, one proven approach is to develop additional landing pages or websites that highlight certain topics that could more effectively drive inbound traffic from specific target audiences.

And how can you recognize your audiences’ different profiles and interests to deliver dedicated content and experiences? You need a WCMS that can communicate with your Customer Relationship Management (CRM) system and / or your other marketing automation platforms. Only successful integration of these systems will enable you to personalize online content and optimize your website reach.

4. Agility 

As one of your most important marketing channels, your website must promptly reflect changes to your company’s activity and development. Content updates should be easy to execute and occur in a timely manner alongside changes in your marketing or business strategies. 

Web content management should also be a collaborative and efficient process that connects stakeholders across all departments and locations. Your WCMS must enable centralized, transparent collaboration so geographically dispersed contributors can effectively partner to create, review, share and access content globally.

5. Flexibility 

Your website needs to evolve at the same speed as your business and market needs. Being highly scalable is one of the key drivers of success for digital platforms, such as Adobe or Drupal. If you feel as though your current software is obsolete and no longer supports new functional requirements or integrations, then it’s the right time to invest in “future-proof” technology advancements.


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