網(wǎng)站營(yíng)銷(xiāo)：企業(yè)網(wǎng)站緣何無(wú)法為企業(yè)帶來(lái)客戶(hù)

公司開(kāi)業(yè)后，多了許多飯局，好在老錢(qián)天生吃貨，各種來(lái)者不拒，吃起來(lái)似風(fēng)卷殘?jiān)朴秩玳L(zhǎng)江流水，兇狠不已，其狀態(tài)不亞于公款吃喝的領(lǐng)導(dǎo)干部。席間幾位企業(yè)老總向老錢(qián)抱怨，之前在幾家小公司做了些企業(yè)站，但是一直都無(wú)法帶來(lái)客戶(hù)，感覺(jué)是白做了，讓老錢(qián)給做個(gè)分析。無(wú)奈老錢(qián)當(dāng)時(shí)已經(jīng)處于酒精中毒的狀態(tài)，智力下降嚴(yán)重，連嘴里吃的是筷子還是雞爪都分析不出來(lái)了。但這件事老錢(qián)是記得的，所以現(xiàn)在做一個(gè)分析。是什么讓企業(yè)網(wǎng)站無(wú)法帶來(lái)客戶(hù)呢?說(shuō)到底就核心就是——你沒(méi)有給客戶(hù)選擇你的理由。
The company after the opening, a lot of the dinner, but still born chowhound, various refuse nobody, tastes like the wind puffs the clouds away. And as the flowing water of Yangtze River, fierce unceasingly, its state as public drinking leading cadres. At dinner several enterprises mister told him about, before several small companies do enterprise stand, but has been unable to bring in customers, the feeling is white do, let him give a analysis. But the money was in alcoholism, mental decline seriously, even the mouth to eat is chopsticks or chicken feet are not out of. But it still is remembered, so now do a analysis. What makes the enterprise website cannot bring customers? At the end of the day, is the core of -- you don't have to give customers to choose your reason.
一、第一屏的內(nèi)容是什么(What is the first screen)
查閱了幾位老總的企業(yè)網(wǎng)站，發(fā)現(xiàn)有一個(gè)共同的問(wèn)題，第一屏是一個(gè)大型的banner圖，這是必須的，但banner圖里面的內(nèi)容放置略有錯(cuò)誤——放置的不應(yīng)該是企業(yè)文化或企業(yè)口號(hào)，“精益求精 誠(chéng)信為本”這類(lèi)詞語(yǔ)實(shí)在沒(méi)有必要在第一屏用這么大的banner來(lái)展示。
Refer to the several Mister enterprise website, found that there is a common problem, the first screen is a large banner map, this is a must, but banner contents placed slightly wrong -- place should not be the corporate culture and corporate slogan, "refine on honesty" this kind of words have no necessary to display such a big banner on the first screen.
首先，當(dāng)客戶(hù)來(lái)到你的網(wǎng)站，他最想了解的應(yīng)該不是貴公司的企業(yè)文化是怎樣的，口號(hào)是怎樣的，客戶(hù)首先想知道是貴公司是做什么的?產(chǎn)品是什么?有何優(yōu)勢(shì)?客戶(hù)不會(huì)因?yàn)槟愫傲藥拙淇谔?hào)就選擇你。
First of all, when the customers came to your site, he want to know should not be your company culture is like, what is customer first ", want to know your company is doing what? What is the product? What are the advantages? Customers won't because you shouted slogans to choose you.
二、企業(yè)、產(chǎn)品介紹個(gè)過(guò)于平淡(Enterprise, product introduction too dull)
簡(jiǎn)而言之就是網(wǎng)站內(nèi)容沒(méi)有煽動(dòng)性，營(yíng)銷(xiāo)性不明顯，不能給客戶(hù)想下單的沖動(dòng)。這一點(diǎn)很容易被忽視，但確是致命的。
In short, the website content not provocative, marketing is not obvious, not to the customer would like to place an order. It is easy to ignore, but it is fatal.
所以在企業(yè)網(wǎng)站建設(shè)時(shí)，網(wǎng)站的文字一定要策劃好，直擊客戶(hù)需求，少談公司多么豪華、老總多么英明、員工多么向上這類(lèi)廢話(huà)，從客戶(hù)需求出發(fā)，讓客戶(hù)看到他想看到的。
So in the enterprise website construction, website must planning, direct customer demand, less about how companies luxury, mister, how wise employees how to that crap, from the customer needs, to allow customers to see him want to see.
三、新聞、資訊的發(fā)布(News, information)
企業(yè)網(wǎng)站設(shè)立這個(gè)版塊，目的不應(yīng)該是發(fā)布通知、展示公司員工活動(dòng)這些內(nèi)容——《XX公司元旦晚會(huì)展示》沒(méi)有任何意義。企業(yè)網(wǎng)站不是給員工看的，企業(yè)內(nèi)部的溝通有OA、QQ、旺旺、微博等很多種方式，這就夠了。
The enterprise website set up this section, the purpose should not be issued a notice, exhibition company staff these content -- "XX New Year evening show" has no meaning. The enterprise website not give employees see, internal communication with OA, QQ, micro-blog Wangwang, many ways, this is enough.
而企業(yè)營(yíng)銷(xiāo)型網(wǎng)站建設(shè)應(yīng)該是對(duì)外的，是給客戶(hù)看的，貴公司開(kāi)了個(gè)元旦晚會(huì)請(qǐng)問(wèn)和客戶(hù)有什么關(guān)系?
But the enterprise marketing type website construction should be external, is to give customers see, your company has opened a new year's party is what is the relationship with customers?
新聞、資訊類(lèi)的板塊，主要的目的是做SEO網(wǎng)站優(yōu)化，讓貴公司的關(guān)鍵詞排名更靠前，同時(shí)還要滿(mǎn)足客戶(hù)需求，體現(xiàn)專(zhuān)業(yè)性。所以，一定要發(fā)布和行業(yè)相關(guān)性強(qiáng)，并且有一定價(jià)值的文章，當(dāng)然盡量是是原創(chuàng)。
News, information of the plate, the main purpose is to do SEO, the words of your company's top ranked, but also to meet customer demand, reflects professional. So, must be issued and strong correlation between the industry, and have a certain value of the article, of course as is the original.
四、聯(lián)系方式不去明顯或頻繁彈窗(Contact not obvious or frequent popups)
想讓客戶(hù)聯(lián)系公司，這無(wú)可厚非，但還是需要有個(gè)度。太松太緊都不行。
Want to let customers to contact the company, no ground for blame, but still need to have a degree. Too tight.
當(dāng)客戶(hù)需要下單的時(shí)候，卻點(diǎn)擊了七八頁(yè)找不到聯(lián)系方式，這樣不行。而當(dāng)客戶(hù)一進(jìn)網(wǎng)站，網(wǎng)站的在線(xiàn)客服彈窗，一秒鐘談一次，這樣更不行?？蛻?hù)體驗(yàn)太差。
When customers need to place an order, but click on seven or eight pages can't find the contact way, so I won't. When customers into the site, the site online customer service window, a second talk time, so more. Customer experience is too poor.
所以，聯(lián)系方式的展示第一要醒目，第二要尊重客戶(hù)。
So, the first contact to display eye-catching, second to respect the customer.
五、無(wú)推廣(No promotion)
企業(yè)網(wǎng)站建立完畢只是第一步，但很多公司就到此為止了，認(rèn)為建立了網(wǎng)站就該有流量，就該有客戶(hù)上門(mén)。
Enterprise website is only the first step, but it is a lot of companies so far, that the establishment of the site should have a flow, should have the customers.
其實(shí)，推廣才是互聯(lián)網(wǎng)營(yíng)銷(xiāo)的精髓。搜索引擎優(yōu)化、微營(yíng)銷(xiāo)、軟文、炒作、廣告這些都該試一試。如果客戶(hù)都不知道有你這個(gè)網(wǎng)站，試問(wèn)他該如何下單呢?
In fact, it is the essence of Internet marketing. Search engine optimization, micro marketing, soft, advertising hype, these should all have a try. If customers do not know you this site, ask him how to place an order?
總而言之其實(shí)就是一句話(huà)，給客戶(hù)一個(gè)選擇你的理由。能做到這一點(diǎn)，企業(yè)網(wǎng)站就不是白做的。
To make a long story short is actually a word, give customers a reason to choose you. To do this, the enterprise website is not done.