Friday, November 10, 2006
Before engaging on any website development initiative, be sure to consider the level of website necessary to accomplish your business goals. Below are four levels of websites*. Each level brings much higher costs, however each level also brings much higher strategic value to your business.
A Brochure Website is a site with very few pages giving an overview of the company and its offerings. This type of website is rarely updated and typically the only user interaction available is a ‘contact us’ form.
A Corporate Website has extensive information about the company and its offerings and is usually updated on a regular basis. A Corporate Website offers varying levels of visitor engagement that allow a company to generate leads and inquiries. Additional interactive functionality may include on-site search, basic personalization, community building (blogs, message boards, etc.) and more. Websites at this level are also typically managed with some sort of website management software.
A Transactional Website incorporates features that allow a company to ‘do business’ online. This can range from selling physical products, customer self-service (think online banking or other account management), service ordering and scheduling and more. Additional features may include advanced personalization, advanced search tools, deeper community engagement and more.
A Transformational Website completely transforms a company. This level goes beyond the ‘website’ and includes integration with backend systems. The goal at this level is to create new levels of efficiency with process automation. Communications between employees, suppliers and customers is integrated in the process and now the information from these communications can be included in the overall data analysis of a given system.
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