Chris Rand of Business Marketing On-Line and former industrial trade magazine editor, wrote a recent blog where he argued that the company web site should be viewed as a member of the team. The argument went thus: suppose a colleague rings in sick, it’s inconvenient but you can probably share out the work, re-prioritise and find work-arounds. Now suppose the web site goes down, for perhaps just a few hours. This often causes panic, especially if the website is taking orders directly but also because the web site is for most business a vital showcase to the world and acknowledged as the route by which many, if not most, customers will find you.
If ‘content is king’ why are there so many content-poor web sites out there? These sites often look attractive, they have the right structure so they are easy to understand and navigate, good pictures, good use of colour, easy responsive resizing and a hint that there could be something interesting to read. They even include tabs that say news, blog, case studies and video. However, when you click these tabs you are usually presented with something from three years ago at best or, at worst, simply left with a blank.