12 January 2010

0 The Site of Your Company Clients Should See

One of the things I've noticed that numerous advertising and public relations agencies have in common isn't the stellar amount of client work plastering the walls or the staff frantically measuring their billable hours, but more often than not they lack self marketing. An agency's main purpose is to sell, promote and increase awareness of its client's services or products, however many agencies forget to truly market themselves on the most used information avenue, the internet.

You may be thinking hold on just a minute. I have a Web site. It is visually creative. And it has a blog.  All of that is well and good, however what is the Web site saying about your agency? What can you do for my company? Why should I hire you? Here are three internet marketing elements that as an agency, you may want to rethink:

Design + Functionality
How dare I ask you to reconsider your Web site’s design! After all you are a creative agency and the Web site reflects that creativity! Stop for a second and rethink that statement. What is wrong with it? That is right; nowhere in that statement does it consider the site’s primary user, prospective clients. 

The Web site is an introduction to the agency itself. Sure it should show that you are creative, but it should also be highly functional. As a prospective client I should be able to find the information I’m looking for. Don’t make me hunt for it. I’m more likely to leave the site than spend the time trying to figure out what is going on there. Before you add tons of flash, widgets or forty little buttons I can click on but can’t figure out what they are right away, consider your audience.

Sure. You’ve got that covered. Look at all of your ingenious work. Next topic please. But wait a minute. Stop and think about the user again. What do they want to know? What do you have to offer? What are your expertise? Have you ever worked with companies like me before? Who are you? Why are you the best for the job? 

Don’t get me wrong, I absolutely love seeing the work that an agency has done for its clients, but I want to know what you can do for me as a client too. I want to know that you will take the time to understand my brand, my business and my consumers. Show me why I should pick you.

You may have a great Web site, beautifully designed and full of information about what you do for your clients and what you can do for prospective clients. Wonderful! Now your website has to be accessible. This is where search engine optimization (SEO) comes into play. By optimizing your website you insure that your prospective clients can find your agency. 

Please note that effective SEO is not a one time and we are done thing. Optimization needs care and attention. To be effective it makes sense to hirer another company to assist in your SEO campaign if you do not have someone on staff that specializes in it. 

The internet is the first medium prospective clients turn to for information, so if they are looking for more information on your agency and what it can done it stands to reason that the Web site will be their first in-depth look at your agency. Show your website and agency marketing strategies the same care and attention that you show your clients.


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