Stakeholder Centric Websites
I read a post about Firms of Endearment (FoE) at one of my favourite blogs the other day (Ageless Marketing from that very smart guy David Wolfe)
It prompted me to share my own views on stakeholder centric websites.
Stakeholder centric thinking should permeate down to the web presence, as you would expect in a FoE.
However many companies are still tacking web strategy on at the end of the ‘process’ despite evidence that creating positive web experiences for consumers leads to increased levels of brand engagement, positive word of mouth (oh and customers too).
When planning a website’s content strategy its important to address the needs of all the stakeholders and not just the primary audience which is usually the sales prospect.
Tragically too it is way too easy to focus on delivering site functionality without keeping the needs of the inexperienced visitor (by comparison to the site developer) uppermost in the mind. (Not everyone is an expert web user..yet)… Thankyou Alison Clark for your inspiration, I hope you do not mind me playing with your words…
What’s important is to develop a mechanism for choosing the website’s character and content strategy to services everyone’s needs.
PS Visitor groups = audiences = stakeholders
1. Characterise each type of visitor focussing on each group’s requirements and preferences.
2. Consider how each group will actually use the site and breakdown their processes into key steps.
3. Specify communication goal(s) for each stakeholder audience/visitor type.
4. Identify content and features that support visitor needs, kick out the other useless fluff ‘n’ stuff.
5. Clarify the style and tone of the site ensuring it fits existing branding ‘rules’
6. Ensure that the usability, especially navigation, is simple and that key features are intuitively reached by each target group but remain eminently accessible to all others.
7. There are, of course, many other elements of a successful website strategy, perhaps best summarised as : visibility, accessibility, credibility, usability and persuasive writing.
But they are for another day..