First,
narrow your focus
"What
holds the best hope for the company's future?" This might
be a single product, service or idea. Or it could be recruiting
high-caliber employees, decreasing internal costs, enhancing customer
service, addressing internal communication issues or business
development.
Your answer to this question will help you come up with a single
sentence that states the reason for you site to exist.
(Yes, your site can have other purposes,
but limit them to two and do not allow them to take priority over
your site's "Raison d'être"or Underlining Principle.)
Does your site:
- Increase
visibility and market exposure?
- Generate
leads?
- Offer
pre-sale and post-sale customer service and product information?
- Strengthen
investor relations?
- Reinforce
corporate identity?
- Secure
new dealers, representatives or distributors?
- Reduce
fulfillment and print costs for marketing or technical materials?
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If
the site's main purpose is for customer service, does that mean
you want the site to:
- Deliver
information?
- Offer
instant updates?
- Lower
800 number usage and associated labor cost?
- Reduce
mistakes made on request for proposals?
- Enable
customers to provide feedback?
- Providing
effective CRM
If the site's main purpose is for internal communications, what
kind of communication?
- Low-cost
connection between headquarters and sales offices or subsidiaries?
- Reduced
cost of long-distance phone calls, faxes, overnight deliveries?
- Employee-to-employee
communication?
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