Websites are marketing campaigns, right? They should be giving (potential) customers the information they need to entice them through the door, right?
Well I read an interesting article on CMS Watch today, which quite fairly talks about the challenges as seen from a consumer perspective when trying to access information, which websites use as a ‘dangling carrot’ to gain that all important Lead information.
Should certain documentation and materials be locked away behind a registration form or equivalent? Doesn’t this only serve to frustrate the consumer regardless how minimalist the form is?
For those who run websites, conversions are everything, whether that be a sale or the capture of Lead information. However, should this view point change? Should a website be seen more as a brand awareness tool?
The same debate has been ongoing around banner advertising and paid search for some time. Whilst click through rates on banner ads are low, the gain is in the exposure of the brand, which indirectly influences.
Therefore, a strategy around open information with well placed calls to action may be a better approach although the bean counters will need to have their expectancy levels set!