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• "info@xyzbankcard.com

Get the Word Out With Your Web Site

I f you've ever tried to investigate a company by visiting its Web site, you know that you are not going to find controversial or unbiased data on a company-sponsored Web site. However, sometimes you won't even find the basic information.

This finding was substantiated by a survey conducted by Jakob Nielsen and Kara Pernice Coyne. The study, Designing Web Sites to Maximize Press Relations, found that reporters only find the information they need on a company Web site 60% of the time. If this were a report card, the grade would be a "D."

The study asked 20 journalists to visit 10 sites and locate basic information about each company's financials, management, and commitment to social responsibility, along with a PR telephone number. The study, which reviewed the sites of BMW, Nokia, Philip Morris and Wal-Mart, among others, warned that "high-tech start-up companies are notorious for presenting generic, buzzword-filled mission statements."

Highlighting the tight deadlines most journalists work under, the study said most PR sections of Web sites studied failed to help reporters find the facts, information or contact points they were looking for. "Web sites must provide fast access to basic facts and figures, as well as a simple way to contact a live human being in the PR department," the report stated.

What Does This Mean to Me?

You might be wondering what this has to do you with you and your company. After all, you're not a researcher, are you?

Well, you have a Web site, don't you? And you are always interested in receiving positive press and free publicity, aren't you? Web sites are marketing tools, and smart businesses use their tools and resources to increase their exposure and boost their image.

If a reporter is unable to find the proper information, either due to a poorly designed site or a site riddled with techno-babble, it could mean a company is excluded from an article. Missed coverage can translate into lost sales, missed opportunities and your competitor receiving the coverage that was intended for you.

So, what can you do to make sure your site gets an "A"? Here are some pointers:

1. So, Tell Me a Little About Yourself.

First and foremost, Web sites need to make it painfully obvious what the company does and what their products are. If you state it on your home page, or within an "About Us" link, great. Just make sure the link to that information is obvious within the press area.

2. Can You Have That Ready by Yesterday?

Journalists often work under tight deadlines. They need answers fast and don't want to wait for images to load, animation to start, or downloads to complete. Make your press area easy to load. If you have images, include the option of loading smaller images, or no images at all, to speed the display of your important information. If you have an animated introduction, offer the option of skipping the introduction.

3. No Bread Crumbs, Please!

If your site includes link after link that spirals into Alice's rabbit hole, the reporter will give up and move on to another company's site. Make the location of your press releases obvious, such as within a link titled "press" or "news" on your home page. And don't require a user to register or fill out any forms simply to view press releases or annual reports. Speed and ease are the keys.

4. Will a Human Read This?

It's imperative to have a "contact us" link on your site. However, that link isn't helpful if it simply goes to a generic e-mail address, such as: "info@xyzbankcard.com" or "feedback@abcbankcard.com." Addresses such as these give the impression that the mail will be read by an auto-reply system, and probably too late to meet a deadline.

Many reporters won't bother with such addresses. Provide a real address that will be answered in a timely fashion. Also, provide a phone number that will be answered by a living, breathing person. If someone has been trying to navigate the labyrinth of a Web site, simply trying to find out the name of your parent company, they do not want to be greeted by "Press 1 for Sales, Press 2 for a company directory...."

5. Is This Current?

Remember to date your press releases. Many companies simply put "For immediate release." That is acceptable, however, if your site archives all your press releases. The user needs to know when it was originally "immediately released." Indicate the date of original release.

When you are dating a release, remember our friends overseas. If you date a release 7/4/01, a European user will read it April 7, 2001, rather than July 4, 2001. A reporter visiting your site on July 4 will assume the release is old news and not cover the topic. Spell out the month to avoid any confusion.

6. What Do I Have to Include?

The study found the top five reasons journalists gave for visiting a company's Web site. They are to:

+ find a PR contact and his or her name and phone number

+ verify basic facts about the com pany, such as proper spelling of names, and location of headquarters

+ discover the company's spin on recent events

+ verify financial information, and

+ download images to run with articles

The benefits of a properly designed press area are many and varied. For example, if your site is well designed, reporters will find the information easy to access and be more likely to use it in an article. That can help your company garner free publicity and you can make sure the information printed about your company is accurate. You can also save money and resources because you won't need to pay someone to answer the questions that your press area addresses. Also, you can save time and money since you've eliminated the need to mail press releases to reporters, or "next day air" disks of images to publications.

Your company has a budget for PR and marketing. Use it to make sure that the reporters who take the time to visit your site get the information they need and you get the coverage you deserve! For more information about how to properly design the press area of a Web site, visit their Web site at www.useit.com/alertbox/20010401.html.