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Your Web site can have a powerful effect on your marketing efforts, but there are several all-too-common pitfalls that can turn this from a positive effect to a negative one.

The key is understanding Web audiences.

Traditional media (TV, print, radio) audiences are passive. They are casually taking in information, usually for entertainment. To reach this kind of audience, you must capture their attention and leave them with a powerful message that is associated with your brand.

Web audiences are active. They seek out your site with a task to perform. Establishing your brand is less important. The majority of visitors to your site will have gotten there from some piece of branded material: a business card, TV commercial, brochure, billboard. The most important thing is to allow your visitors to perform their task quickly and easily. If they can do so, they take away a positive association with your brand, if not, bad stuff. If your marketing material is getting in the way of your site's usability it's probably having the opposite intended effect.

WebSanity works with you and your marketing agency to most effectively integrate your brand message into your Web site. If you need marketing and brand development, WebSanity has a network of preferred partner agencies that we can recommend.