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After the first shock: How to evolve your company’s website in times of crisis

Nina Carlier

Nina Carlier
Management Consultant

Making the right business decisions in these unstable COVID-19 times can be challenging, and we want to help. Two times per week, we organize webinars to guide you through the crisis, where we share best practice cases and tips & tricks.

Earlier this week, we kicked off our first Mingle&More live session on how to plan for Recovery for your business. During the second webinar, we shared insights & tips on how to adapt your website in time of crises.

In case you missed it, here is a 10 points tactical checklist for your website communications.

A first important aspect that will impact your communication strategy is to assess if customer behaviour shocks are temporary or are here to stay. Adapting by permanently changing the way you do business, will require a heavy thinking exercise.

Based on the four key elements in the Recovery Plan, these following objectives are essential to communicate on your website along the sales funnel:

– Be transparent towards your customers and prospects – on operations during the crisis, unavailable products & services, to reassure customers and address new target groups.

– Steer a temporary (or permanent?) change in customer habits: use a digital platform, follow a new process, returns, customer service channels…

– Inform of the modified value proposition (impacted products, pricing or channels).

– Support sales channels, service, the team (direct vs indirect sales channels, new ways of buying, request information on our solutions).

– Stay connected to the community and show support for your close environment

Evolve your website during the corona crisis with our 10 tips, can you check them all off your list?

1. Ensure all customer-touchpoint teams(sales, service teams) are well informed & aligned on communication shifts

2. Immediate visibility of the message (not after clicking) on the landing page of the website and reminders on remaining pages (consistency!)

3. Mobile is now the most important channel, doublecheck if communications and pop-ups are responsive for mobile.

4. Do you break through the clutter of existing information?

5. Coherence with other communication channels, depending on your information flow:

  • Is the website the central source of information – and is social media just a traffic generating channel?
  • Is content specific to each social media channel and independent to your website?

6. Do you need to adapt your tone of voice to your customers’ circumstances (soothing instead of pushy?)

7. Is your SEO strategy adapted and are prospects arriving at the correct page when conducting a search? Are you still using the right keywords?

8. Monitoring: are the current KPI’s still valid (Google Analytics, CRM wise e.o.)?

9. Data should be the pillar within lead management and retargeting leads.

10. Did you think of new customer paths in your inbound marketing & marketing automation strategy (in Hubspot, e.g.)?

To summarize, here are three key take-away recommendations

  • Authenticity should be your ultimate objective in all communications: customers expect transparency in times like these
  • Reduce uncertainty and fear… Keep customers informed of the next steps in the process.
  • Content is more important than format, and so is speed

How can we help you:

Minds&More boosts your business growth with flexible and pragmatic services in different formats: Consulting, Interim management, Digital Marketing & in-company training.

Minds&More has a track record of providing best-in-class advice in Communications (both internal, external & crisis communications), Change & Project Management, Innovation Ideation, Customer Value Proposition tracks and other domains. Check out our full services offering here. 

For any doubt or question, please feel free to contact us right away through this form

For free tips & tricks, join one of our next webinars à See the full program here.

Did you miss out this webinar? Fill in the form and download it!

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