“Are websites obsolete?”

This is the question posed in a recent business marketing LinkedIn group discussion. Many experts weighed in on each side of this subject, touting everything from site traffic data and social media reach to customer surveys and testimonials as reasons in favor of or against using websites to market companies online. While no one presented information in the forum that was conclusive, one point remains clear: feelings about websites are currently mixed, but content remains the catalyst that drives online traffic. This trend is true now and will continue far into the future.

Social media has its place

Social media is great when you use it to complement your website, but take care not to get caught up in all the hype. Lately, so much focus has been placed on social media content that populating the corresponding company website has seemed secondary. A social media presence is designed to perpetuate a company’s brand, position them as a leader in the industry, and allow interaction with their customers or potential customers. A strong social media presence is necessary, but there needs to be a place to redirect that social traffic to capture contact information and provide an in-depth view of products and services as well.

What does your website say about you?

Websites often are the first impression that potential customers have of your brand. Recently, some companies have chosen to redesign to a minimalist platform that encourages the visitor to call or email for more information, providing very little useful content on their actual website. This is a short-sighted venture as providing too little information can be as dangerous as providing too much.

Information is vital to interaction

Is your website robust, providing detailed information on products and services? If not, you’re missing an opportunity to effectively engage visitors by providing answers to common questions, which can aid in making purchase decisions. Additionally, when researching information on your company or product, many internet users still turn to search engines that direct them to your website before visiting social media.

OffWhite works with you to develop digital marketing plans that integrate many different media types, including websites, social media, email campaigns and newsletters. Each facet of these plans always hinges on the content used to populate the campaigns. Your customers remain hungry for information, and we want to help you provide it to them.

To learn how, contact Jane Cirigliano at 800.606.1610.