Archive for Web Innovation / ReDesign

Achieving Effectiveness & ROI from your Site / Online Marketing Efforts

Whether you are in a B2B or B2C environment, your online marketing / web content marketing efforts and budget are either helping you achieve your marketing goals or, at best, creating pretty or cool outputs without much business value!

[Yes, there's also that unfortunate but not too uncommon combination of average to bad looking online content (!) that adds little value in terms of conveying your key marketing messages.]

Here is a checklist that you can use to make an assessment of your online marketing efforts, focusing on your web content. Objectively identifying strengths and weaknesses will help you make plans to address these fundamental gaps – setting you on the path to achieving a high level of Effectiveness / ROI from your website and other online marketing efforts.

Effective Website Checklist for high ROI

Sometimes, it helps to get an opinion from people outside your organization. People who are familiar with good web design / web content / marketing communications best practices – but NOT familiar with your products and services or even your corporate image / reputation.

Such individuals are in a good position to evaluate whether your website / online content is effectively conveying the messages that people inside your company (both the site creators and others) are thinking (or hoping!) it is.

Feel free to download this free checklist and apply it to your website / web content marketing efforts. And if you need an objective opinion, you can sign up for a professional website review and start getting results / ROI in a matter of days.

Website Ingredients – Visibility and Impact

I think this slide captures the essence of effective website designs / redesigns.




Participants in the web design process – whether customers / business users, targeted site users, site architects, visual designers (visual / UI), web developers – often have different perspectives and priorities.

At the end of the day (or the site visit by your targeted end user!), the real measure of effectiveness / ROI is how well the site meets your targeted business and marketing goals. All the content, design & branding elements, layout, “cool ideas”, development technologies etc. are either supporting those goals or in some cases, detracting from them.

This slide lays out the major ingredients along the dimensions of visibility and impact. I believe this view can help resolve dilemmas and prioritize challenges – getting all contributors aligned and their energies focused on creating an effective website. [I said "helps" ... yes, it's not a magic wand!]

Visibility - More easily observed, experienced, and thus, commented upon.

Having a good ear for user feedback will help with these aspects.

Impact - Could take some time to percolate through but ultimately makes the difference.

Having a good sense of business / marketing goals, strategies, competitive analysis
will help with these underlying factors!

While both are important, the former without the latter is like (OK, time to bring up a colorful analogy / metaphor here!) … an attractive gift box with nothing inside … enticing – but eventually forgettable or even disappointing!   As as we strive to achieve a good balance, perhaps it’s helpful to remember that it might be better to err on the other side!

For more, click on the slide to visit the Quick Guide to Building Effective Websites.