My name is Sakamoto, and I work in the sales department of the Marketing Division.
In the previous "BtoB Research" we introduced two of the "five rules" for creating an RFP.
Rule 1: Accurately communicate your current situation. Rule 2: Pick out the issues you are facing.
The first step in renewing a website is to understand the current situation and issues, and share them with the production company.
Now, let's continue by explaining the rules for creating a PFP.
Rule #3
What is the purpose of the corporate website? Clarify the "purpose" and "goals"
What is the purpose of a corporate website ?
I think there are few people who can give a clear answer to this question.
Nowadays, every company has a corporate website, but a website is merely one tool. In other words, if there is no purpose, there is no need to spend time and money on a corporate website.
So, what is the purpose of a corporate website?
Acquiring new customers, disseminating IR information, recruiting activities... The direction of renewal will vary greatly depending on the purpose. What is the most important thing for your company right now? What should the corporate website be like to achieve that? It is necessary to reorganize.
Once you have a clear purpose, set specific goals .
Setting target figures (a business plan for the website, so to speak) will allow you to smoothly measure the effectiveness of your website after it has been renewed. Of course, not everything can be measured numerically, but having clear indicators will enable you to make improvements quickly afterwards.
<Example 1>
Objective: Increase the number of new inquiries (We want to increase the number of inquiries because we have a system in place where sales staff can follow up.)
Goal: Increase the number of inquiries from the inquiry form by 30%.
<Example 2>
Purpose: Rapid update of IR information
Goal: Create a system that allows even employees with no HTML knowledge to make updates within an hour.
These are just simple examples, so if you are actually setting this up, you will need to go into more detail.
"I worked hard to renew my website, but I don't know if it was a success..." I often hear people say this, but if you don't have a clear purpose and goal, you can't judge whether it was a success or not. I want you to keep this in mind.
Rule #4
Please indicate what you would like to propose
Now that you have completed taking stock of the current situation (rule 1), identifying issues (rule 2), and setting objectives and goals (rule 3), it's time to request specific proposals .
The important thing here is to be specific about what you want to propose and to what extent.
<Example>
- We would like you to propose a web strategy, including the direction of renewal.
- The policy has already been decided, so I would like a proposal that includes content ideas.
- The content has already been decided, so I just want design suggestions
As you can see, the term "website renewal" covers a wide range of areas, from strategy planning to design proposals. In order to get the right proposal from the production company, it is important to clarify at what stage the proposal is required.
Also, the cost will vary greatly depending on the scope. In order to prevent any misunderstandings on both sides, it is very important to clearly state the " proposal request items " in advance.
summary
- Be able to clearly answer the purpose of your site.
(It's a waste of time and money to spend on sites that don't serve a purpose.) - Make your goals visible and measure the effectiveness after renewal.
- Be clear about what you want to ask for and what you want suggested.
(Once the scope of what needs to be done is known, the production company can make more precise proposals.)
Next time, we will bring you "Five rules for creating an RFP - Part 2."
SAKAMOTO Yasuo