As more and more companies view their Web site as an important marketing tool as opposed to a technology novelty, the site begins to evolve into an extension of branding strategy. While once just having a Web presence was enough, organizations are now putting their sites to work, charging them with specific functions to achieve clear-cut results.

Of course, the general purpose of your site is to market your organization along with it products or services and overall branding strategy, but beyond that—how can you make your site really work for you?

Today’s Web sites serve many purposes—to communicate the branding strategy, generate leads, sell products, relay or collect information, serve as a capabilities brochure, an e-commerce site, or information hub are just a few possibilities. Often, Web sites stray from initial strategic goals to meet immediate tactical challenges, losing their effectiveness over time.

Is your site working for you in the most efficient way? Reviewing your site in detail every year is recommended to assure the branding strategy of the site aligns with its mission— for example, if your product or service lends itself to in-person selling, then your Web site should focus on engaging potential customers to generate leads. On the other hand, your site may be developing into an e-commerce platform, driven by a strategy to gain the economies of the Web. Addressing the branding strategy, robustness, and user experience of your site will become vital to your organization’s success.

When evaluating your site, always start with your branding strategy. Your brand should be expressed in a working document of no more than two paragraphs. It will lead to and clarify your site’s purpose, which will drive its navigational structure, design, content, and functionality. Constantly updating your site without revisiting its strategic purpose can lead to disaster.

Sites can evolve to become disorganized and haphazard, loosing their original integrity. Different groups within the organization make additions to serve their tactical needs while loosing sight of the overall purpose of the site and the organization’s overarching brand. Navigation becomes illogical and messaging becomes confusing, resulting in a poor user experience.

On the other hand, some sites embrace technology, creating complicated visuals that lead to loading latency.  If technology represents an important part of your brand and will intrigue your audience, then this is appropriate. However, though once a popular trend, most organizations are moving away from the sizzle to find the steak— the purpose. Users have a purpose when visiting your site. Fulfill it.

Often the first impression of the organization, the Web site is one of, if not your most important marketing tool. Aligning the Web site with your branding strategy to establish its purpose, developing it to communicate your brand and fulfill that purpose, and monitoring to insure it meets the purpose are three fundamental steps to improving your site’s performance and strengthening your brand.

© 2007 ADAMS