Internet est entré dans le quotidien des gens et des entreprises à un point tel qu’une PME qui aujourd’hui ignore la création d’un site internet dans sa stratégie marketing part au combat avec un seul bras ! C’est aussi un domaine en constant développement depuis 20 ans : il y a des règles, des principes et plein de choses à savoir, à faire ou à éviter… et ici, comme souvent dans le domaine professionnel, l’amateurisme peut se payer cher.
Pourquoi internet ? Parce qu’une campagne marketing traditionnelle s’adresse en général à un public local (en fonction du media) tandis qu’un site internet professionnel est une vitrine accessible en permanence au monde entier en plus d’être un espace de rencontres et de contacts professionnels.
Si vous êtes prêt à vous lancer sur internet, prêt à créer un site internet professionnel, assurez-vous d’être bien encadré et bien conseillé… vous trouverez facilement une agence web comme Big Graphics, ou ailleurs pour vous guider dans cette voie périlleuse. Mais vous devrez aussi et surtout trouver l’agence qui vous écoute, qui vous comprend et qui parvient à exprimer visuellement le message et l’esprit de votre entreprise…
Mais l’agence web ne peut pas tout faire pour vous et il y a des questions importantes que vous devrez vous poser avant de franchir le pas…. Nous en avons gardé 10 :
1. Quels sont les objectifs que vous souhaitez atteindre en créant un site internet ?
Il est indispensable de clarifier vos attentes pour pouvoir orienter la création de votre site internet, ce qui vous donnera des points de repère au fur et à mesure de l’avancement du projet.
Quelques exemples :
- développer votre notoriété, être visible sur internet;
- créer une base de données de vos produits /fournisseurs /clients;
- présenter vos produits et services;
- développer un service de vente en ligne (e-commerce);
- diminuer le nombre d’appels téléphoniques de demandes d’informations;
- développer les ventes et les contacts à l’étranger (site multilingue ?);
- etc.
Ces objectifs peuvent être chiffrés (chiffre d’affaires à atteindre, fréquentation du site par jour /semaine /mois, taux de conversion des visiteurs en acheteurs, etc. )
2. Analyse de vos concurrents
- Qui sont-ils ? Ont-ils déjà une présence sur le web ?
- Regardez leurs sites : Qu’est-ce que vous aimez ? Qu’est-ce que vous n’aimez pas ?
- Pas pour les copier mais bien pour percevoir leurs forces et exploiter leurs faiblesses !
3. Déterminer votre UVP (Unique Value Proposition ou Offre unique de valeur)
Concrètement, c’est un concept marketing développé à partir de l’analyse de différentes campagnes pour déterminer ce qui marche et ce qui ne marche pas.
On peut le résumer en trois points :
- Chaque publicité /campagne doit faire une proposition concrète : pas juste des mots, pas juste des produits, pas du bla-bla sur les produits. Un message qui dit : Si vous achetez ce produit, ça vous apportera ça !
- La proposition doit être originale, unique ! Un concurrent ne pourra ou ne fera pas la même.
- La proposition devra être suffisamment forte pour toucher un maximum de monde !
Réfléchissez à ce que pourrait /devrait être votre UVP !
Pour vous aider, quelques exemples :
- Les shampoings Head & Shoulders : “Débarrassez-vous de vos pellicules.”
- M&M’s : “Fond dans la bouche, pas dans la main.”
- Domino’s Pizza : “Recevez votre pizza chaude livrée à votre porte dans les 30 minutes ou moins – sinon c’est gratuit !”
4. Créer votre site à partir des gens !
Votre site n’est pas uniquement à propos de vous ! Les visiteurs doivent y trouver ce qui leur parle. Définissez les différents profils de visiteurs que vous ciblez et adressez-vous à chaque groupe dans un langage qui lui parle, avec des sujets qui l’interpellent.
Pour chaque groupe, identifiez leurs besoins, leur comportement sur le web, leurs sources d’information et de communication.
5. Quel style de site voulez-vous ?
Le « look » de votre site doit vous correspondre. Cool, fun, ultra-professionnel, classique, ultra-pratique, ultra-design… tout est possible. Choisissez un style en fonction de vos objectifs ou de votre public cible. Vous pouvez aussi faire des recherches sur internet pour voir à quoi ressemblent les sites de vos concurrents et vous aligner… ou vous démarquer !
6. Optimiser son site pour la recherche : SEO
Si vous espérez des résultats pour votre site, il est indispensable qu’on puisse le trouver facilement sur internet ! Si personne ne le visite, il ne sert à rien. Le SEO (Search Engine Optimization, optimisation pour les moteurs de recherche) est une « science du web » très importante qui détermine pourquoi un site a des visiteurs /ou pas et comment améliorer ces résultats. Le placement de votre site dans les moteurs de recherche peut vous rendre omniprésent ou invisible…
7. Identifier des CTA (Call to Action – des appels à l’action)
Les CTA invitent les visiteurs à effectuer une action sur le site. Il peut s’agir de télécharger un document, prendre contact avec vous ou encore acheter un produit. Rendre votre site interactif crée un lien entre le visiteur et vous !
Quelques exemples :
- documents d’information à télécharger
- concours et promotions
- achat de produit
- inscription à une newsletter
- essai gratuit
- prise de contact /démonstration /consultation /etc.
Assurez-vous de créer une véritable activité pour garder l’intérêt des visiteurs sur le site.
8. Planifier une stratégie continue de gestion du contenu
En principe, plus vous avez du contenu (intéressant) sur votre site, plus vous aurez des visiteurs ! Un site qui contient 100 pages sera plus visité qu’un site de 10 pages dans 99% des cas et un site de 500 pages le sera encore mieux, surtout s’il y a régulièrement du nouveau contenu ! Mettez au point une stratégie de publication pour avoir du contenu ajouté régulièrement.
Quelques pistes :
- Démarrer un blog est un des meilleurs moyens d’ajouter du contenu intéressant sur une base régulière. Un site avec un blog attire 55% de visiteurs en plus !
- Publiez des communiqués de presse et des mises à jour mais ne comptez pas que sur ça.
- N’hésitez pas à outsourcer si nécessaire : vous pouvez trouver des auteurs capables qui s’occuperont de publier les articles de votre blog si vous manquez de temps pour le faire vous-même.
9. Les extras : blog, landing pages, partage, analyses
Le Blog est un excellent moyen de créer du contenu sur une base régulière et de communiquer avec vos clients et prospects.
Les landing pages (pages d’appel, qui attirent beaucoup de visiteurs) et CTA (Call to Action) sont essentiels pour drainer des visites ! Créez des pages épatantes !
Partagez ! Ajoutez des boutons de média sociaux pour que vos visiteurs puissent partager leur expérience sur votre site et par là attirer de nouveaux visiteurs
Analyses ! Vous avez besoin des statistiques de fréquentation de votre site pour pouvoir suivre son évolution et vous rendre compte éventuellement s’il y a un problème avec une page ou un service
10. Quel budget pour la création d’un site internet ?
Les coûts de réalisation d’un site web peuvent être très variables. Ils vont dépendre de l’ambition de votre projet, de sa nature (un simple site de « présence » ou un site plus complexe, interactif, permettant la vente en ligne, un forum, etc.) et bien sûr de l’agence web qui aura remporté votre suffrage.
Comme dans beaucoup de domaines, la qualité a un prix. Vous pouvez obtenir un site pré-formaté pour 300 Euros et ça peut suffire si vous souhaitez juste une présence – vitrine sur internet. Mais oubliez l’originalité et la personnalité. Aussi, malheureusement, des prix bradés sont souvent le fait de débutants… et vous risquez d’avoir exactement ce que vous payez : un site bon marché ! Mal conçu, mal ficelé, mal pensé, moche ou truffé d’erreurs, ce genre de site est un investissement perdu qui peut même nuire à votre image. Pensez sur le long terme et budgétisez aussi les frais de gestion du site, d’hébergement, de mises à jour, de référencement, d’animation, etc.
Voila, armé de ces quelques recommandations, vous devriez voir un peu plus clair – nous l’espérons – sur ce que représente réellement la création d’un site internet professionnel.
Source : deligraph.com
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