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vvww.denbytransport.co.uk Fleet operator Denby's website has been in existence five
Page 51
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years. It was originally designed by an agency to a close spec from the company, and managing director Peter Denby says it has served it role well. The company has recently invited another developer to look at the site and refresh the look and feel, as well as emphasising those elements the company feels work well and losing some of the less useful features.
"It will be broadly similar," says Denby. "We're looking for a clean design with better navigation, but we will still have pictures of trucks and trailers because that's what we do.
"Our site is search-optimised for people looking for Denby services and that works well. One of the elements we want to discourage is job applications. They are often unsolicited and people expect a response even when we haven't advertised vacancies."
The site is aimed squarely at freight customers. He explains: "It's fair to say that when you want to do business with a company, the first port of call is the website to learn about them, so we need a lot of
ear ii."7"...."27.1=7...=—.'"--*==.27"•""— general information on there. Much
of it is introduction pages about our services, but there is always then a discussion with the customer to follow. But it serves the purpose of a brochure, which you would use to start the discussion."
So does the website perform better than a brochure or direct-mail campaign? "We don't necessarily get more unsolicited queries from the web than from [other marketing campaigns], but they are of better quality," says Denby.
While the company doesn't set a formal budget for the website every year, "resource is allocated as and when it needs it" and the relaunched site will come firmly under the sales department's remit. "Part of the strategy is to make sure we can easily update it in-house," says Denby.
Key advice: Keep it simple. Customers don't want complexity.