Continuity With Other Web Properties

One thing which web designers sometimes overlook in their day-to-day tasks is making sure that the main website has continuity with the other web properties which, oftentimes, serve as the “first face” for the business.  What this means is that prospective customers/clients may be introduced to the company (or brand) through a web property which is NOT the company’s website.

Here are some examples of the categories of web properties, trusted by prospective customers, which are not the company’s primary website:

  • Niche or local online forums
  • Classified ad websites
  • Traditional social media properties (Facebook, Twitter, LinkedIn, etc.)
  • Shared videos such as those found on YouTube
  • Press releases
  • A guest post article on a relevant website
  • Industry association website directory
  • Review site like Yelp
  • Many others

 

In many businesses, small and large, the decision makers often split up website design and the online marketing staff members or outsourcing firms.  These executives may have been led to believe that the website is more of an artistic expression as well as a web property which is more technical.  The online marketing team, however, usually is considered to be more focused on new business generation and client management.  The executives, however, should make sure that “the left hand is talking to the right hand” and that there is consistency across these various web properties.

Here are just a few things which can be done:

  • Consistent logos when a logo is permitted and considered to be appropriate
  • Consistent phone numbers and/or contact persons (or department)
  • All properties should link to the website and any permitted social media, video and other associated web properties
  • Consistent use of slogans, list of benefits, or other calls-to-action when appropriate to post
  • All approved team members should have access to the login/password information, with the necessary safeguards
  • Removing the likelihood of duplicate company profiles on the same web platform
    • A common culprit is having multiple Google Plus profiles for the business, and this gets difficult to “unsnarl” when 3 or more such profile pages start to appear
    • The same happens with Facebook business pages vs. fan pages
  • Making sure that the e-mail contact on the website for prospective customers is the same on the other web properties, unless there are deliberate reasons for the contacts to be different
  • Making sure that sub-services (niches) line up consistently such as what is mentioned on the website (like here) is in alignment with the Google Plus (Google My Business), Facebook business page, LinkedIn company page, and others
  • Making sure that sub-properties within a main property also have consistency
    • A good example is the description of a YouTube playlist matches up with the “About” page on the channel which, in turn, lines up with what is being promoted on the main website (example here)
  • Tying consistent messaging between the website, other web properties and any e-mail newsletters sent out by the company

 

Again, this is just a starting list.  There are many other situations where the web design team and the online marketing team can be at completely different ends of the spectrum in terms of what the prospective customer sees.  Do what you can to make sure that both sides work together to have consistent messaging, and you just may notice some sort of increase in the conversion rate for those being exposed to you for the first time to become customers.

Feel free to contact us with your question.