Hello, this is Sakamoto from the BtoB team.
The renewal of the corporate website has been featured many times in this column.
Starting with creating an RFP, running a competition, and selecting a production company...
After much internal coordination and moving the project forward, the site is finally live!
I'm sure the people in charge are finally feeling the weight off their shoulders and wanting to take a breather.
But the launch of the site also marks a new start.
At that moment, web "operation" begins.
When we design a website, we think it is the best, but
Various issues will arise, such as areas for improvement that become apparent when using the system and how to update it on a daily basis.
What should you pay attention to in order to operate it optimally?
This time, we will tell you about the operational concepts you should consider after renewal.
First, ensure that your defense is in place
Although the term "operations" is used in general terms, it is necessary to think about it along two broad axes.
They are "defense" and "offense."
To avoid being so eager to try something new that you neglect what you need to do first,
It is important to ensure that the following items are properly implemented:
1. Maintenance of company information (product information and company structure)
Including the most important product information (new product launches, specification changes, etc.),
Changes in internal structure, changes in executives, opening or relocating new offices, etc.
The environment surrounding the company is changing every day.
However, it is one area where updates are surprisingly often forgotten.
Let's quickly reflect the content that is appropriate for the situation on the site.
2. IR information update
IR information is essential for listed companies.
This is something that every company cares about, so I don't think they'll forget to update it,
This is one of the items that requires careful consideration, such as the timing of uploading information.
(Many companies have implemented automatic update tools for IR information.)
3. Disseminating CSR information
Despite the fact that the company is engaged in various socially meaningful initiatives,
There are occasional cases where information is not disclosed online.
It would be a shame if the efforts that we put effort into are not communicated.
Let's make sure to promote it on the web as well.
It may seem like common sense when written like this, but it’s true that there are actually some things that are missing…
By introducing systems such as CMS, we can reduce the burden of operational tasks.
First, let's start creating a system that will enable stable defensive operations.
Next, the important thing is to operate aggressively
Once defensive operations have stabilized, the next step is to start offensive operations.
Let's continue to make improvements to the site to make it even more valuable.
1. Review of UI (User Interface)
Even if you try to increase the number of inquiries, you may not receive as many as you expected.
There are cases where the UI needs to be revised.
"It's hard to know where to start"
"It would be convenient if there was a form here too."
"It would be convenient if there was a way to link products when making inquiries."
Based on my experience using the site,
We will continue to improve the UI to address issues that were not noticed before release.
2. Review form fields
Even though we improved the UI and users came to the contact page,
There may also be cases where the inquiry does not progress to the "Completed" screen.
If users find a website too troublesome, such as there being too many questions or too many required fields, they will abandon it.
In such cases, review the questions and
We will continue to make improvements to improve usability, such as input assistance functions.
3. Device compatibility
After some time has passed since the renewal,
There are cases where the access status of a device changes.
There has been a greater increase in access from smartphones than expected.
Google's evaluation method has changed and the ranking has dropped.
For example, there have been complaints from the field that tablets are difficult to use when giving explanations.
This too should be optimized as needed.
4. Creating new content
Addition of new content that was not adequately accommodated at the time of renewal.
This is truly an offensive operation.
In order to convey the appeal of our company, we introduce our products through project stories,
You can also present your company's history through videos.
It's not absolutely necessary, but
It allows you to make a difference and impact on your site.
I would like to actively work on this.
5. Optimizing for the changing web
In the world of the Web, where new technologies emerge every day,
The condition at the time of renewal does not necessarily remain optimal.
Just as the PC site and SP site, which used to be created separately, have changed to being compatible with responsive web design,
Currently, technologies such as always-on SSL support and virtual inquiry response using AI are emerging.
There is no need to follow trends unnecessarily,
Be sure to incorporate the necessary technology into your own website!
summary
We have been involved in the renewal of many corporate websites.
After all, everyone's goal is always to make it public.
It seems that they did not have enough time to handle the subsequent "operations."
However, what is important about a website is how it is "operated" after it is published.
First of all, let's make sure to execute defensive operations.
Then, once that foundation is established, we can move on to the offensive.
"Once the renovation is complete, the rest will be fine."
"We've introduced a CMS, so each department will be able to update it, so it's fine."
The renewal will not be utilized and the CMS will not be fully utilized.
When? Who? How will it be operated?
You need to decide in detail.
If it is difficult to manage the system in-house, one option is to ask an outside professional for help.
We also have an operational system in place, such as a " Webmaster Agency Service ."
If you have any questions, please feel free to contact us.
A new website born from the renewal.
Please take good care of it and help it grow into a large tree.
SAKAMOTO Yasuo