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Just like accountants must spend time auditing their books, marketing professionals should do the same when it comes to their Web site. Take a hard look at your Web site content. How much of it is thought provoking and/or educational? How much of the content goes above and beyond brochureware?
Your Web site should be a source of useful information for clients, prospects, and partners. It's surprising that so many companies still view the Web as a place to park their corporate brochures as opposed to a dynamic, highly interconnected platform that can be used to provide knowledge and insight.
According to a Stanford University study, people evaluate the credibility of a Web site based on the structure (28.5%), focus (25.1%), usefulness (14.3%) and accuracy (14.3%) of the information it contains.
So do what we plan to do here at OnMessage — conduct your own Web site audit. Does your site include the type of content that informs and educates? Does it position you as a thought leader in your space?
Look for more value-added content on our site in the weeks and months ahead.
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