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WINCANTON
Page 50
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www.wincanton.co.uk The current Wincanton website is four years old, and, although it has been regularly updated, the business has changed so much that the company is planning a complete redesign for next year.
Holly Porter, group marketing director, says: "Websites need to be designed from the outside in to make sure customers or investors find what they are looking for. So we have started by researching thoroughly, looking at best-practice examples of business-to-business sites and asking customers and investors what they want on there."
Porter says the new site will be much more "a business tool than a shop window", and aims to build in more interactivity, including feedback mechanisms, data capture about who is looking at what and functionality, such as blogging and podcasting, which may be used in the future.
News releases are important, explains Porter: "Wincanton has a growth strategy, and it is imperative we reflect that. It is so important that companies have a content management system where they can update their sites we will update ours every day or two. If you can't, it doesn't reflect the brand."
Wincanton must also address the 'global versus local debate'. Porter says: "In France, there is a high emphasis on e-commerce, in Germany multimodal their customers want different information."
The site will be built on an IBM Internet portal platform. Porter is coy about price, but says: "You can pay an agency between £5,000 and £50,000 for a site depending on functionality We will invest accordingly." She expects the site to take three months to complete.
Key advice: First impressions count. Accurately convey the values of the company brand.