How public facing websites can affect other business areas

Published January 6, 2016
Last Updated July 9, 2018
Jask Creative

The second you begin thinking about your company website, your mind is already toying with that one question every person at the top asks themselves before committing to anything more than a meal deal on the way back from a meeting – “how can this make our profit and loss account less terrifying?”. This blog post is going to plant some brand new thoughts in your head that help you answer the same question, just from a different perspective and without giving you the urge to plaster the website with flashing neon banners.

A company website is naturally very outward facing and is generally built with the customer in mind. We’re not going to counter that position because it’s perfectly valid so let’s start to think about how your company website could be assigned some additional responsibilities, without demanding a pay rise like Helen did last year when you asked her to spend 10 minutes updating the Facebook account.

The fact remains that your website is a reflection of your business, especially where you have no customer contact points in which case it is the sole carrier of your message, brand and image. This is true both with regards to new customers, but also to those who work within the company. The website is as much an ambassador of your internal values as it is for those values you wish to portray to your target audience. It’s time to start thinking about what your own people take from your web presence.

Your website is an essential sales tool regardless of the industry you operate in. From a brochure style site that conveys your message to an ecommerce setup that takes somebody through the entire buying process, the website is the brand touchpoint and will impact on sales. The website your customers see is the same website your employees see and so it’s likely to impact on morale. A poor website will fail to inspire and won’t allow your team to buy-in to the company as a professional commercial entity.

Ask yourself these three questions…

  1. Could a fantastic company website impact on employee morale?
  2. Are we likely to attract a higher quality candidate for job vacancies if our website is fantastic?
  3. Could our website become part of the sales process beyond first contact?

…the answers aren’t subjective, it’s a yes to all three.

Why?

We don’t have to repeat years of research to realise that employee morale is linked to far more than take-home pay. Being able to afford the roof over one’s own head is fantastic, but there’s more to working than not being homeless. A well-developed, fit-for-purpose company website conveys a message to employees that those at the top take pride in the company and value the organisation which in turn shows the team they’re part of something important, part of something worth investing in.

The same is true of those who aren’t employees but may be looking at applying for a job you have available. Upon finding your job vacancy, many potential candidates will view the company website before applying and at this point could decide that the company simply isn’t a good fit for them and thus the company loses good candidates before the interviews even begin. Anybody that’s ever been responsible for employing people knows the financial value of keeping and retaining good employees.

And lastly, the website doesn’t have to serve only as a first contact point. It lends itself to being the most dynamic place that new information can exist. Technology companies that host comprehensive troubleshooting guides on their site understand and take into account this principle. Even after the point where contact has been made, by giving employees a definitive and reliable source of information that can be shared with the customer can cut down on contact time whilst providing the same level of service. Anybody who has ever spoken to their mobile phone provider will have been given the answer to the question but was also told the information is also available on the website. Where will you go first for answers next time?

Let us know your thoughts by tweeting, dropping us a line on Facebook or contact us directly.



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