Mix it Up to Increase Web site Visits
When Word Worker Michelle Noonan reported a 51 percent swell in Web site visits over just three months to Hatfield Township, I cheered. I asked her to draft a list of what she thinks made it happen.
She said, like so many successful communications programs, it’s a combination of compelling print, useful web site content, and eFunctions that keep driving residents to the site:
· Informative eNews – A monthly e-mail newsletter sent to a general interest list drives traffic to the Web site for timely news. A separate eNews is sent weekly to Aquatic Center members.
· Frequent Updates – Word Work updates the site for the township as necessary, up to three times a week, to ensure that residents have quick access to the most current information.
· Valuable Information – The site has timely news, current agendas, minutes back to 2004, nearly 50 downloadable forms, an interactive calendar.
· Online Registration – Visitors access Hatfield’s ActiveNet through the Web site to purchase Aquatic Center memberships and register for recreation activities.
Word Work also publishes the township’s quarterly print newsletter and publishes a print map of the township streets that illustrates how to get around, complete with township and new resident information. We redesigned their logo in 2007, and have been rolling out a consistent branding message ever since.
Many of our clients come to us initially with a single request: “I need to redesign my Web site.” “Our logo is out-of-date.” “I need a new brochure.” Fortunately, we can help from any starting point.
But the real joy is when we have the chance to develop a brand over time. Yes, that’s more business for us, but—as you see with Hatfield—it’s more business for our clients too.
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