The website is the linchpin of any brand’s online presence. Or, at least, it should be. However, with the growing influence of social media, many companies have virtually abandoned their websites. This is a bad idea. While, it’s true, people spend a lot of time on social media sites like Facebook, Twitter, Pinterest, and more, the only place on the internet your company owns the content it’s producing is on it’s own website.
So, while having a strategy that pulls folks back to your website is key, it’s just as important to having an outstanding website for them to go to.
Here is one way of looking at it from an integrated marketing standpoint:
Think about it. Most of us have visited websites where the information was old and outdated, links were broken, or the webpage was somehow “under construction,” which is a fancy way of saying it it’s incomplete. That’s not even touching on websites that are poorly designed. So let’s take a look back at Orlando City Soccer Club’s website, and see how they measure up.
OCSC has a beautifully designed website that integrates both push and pull marketing. Prominently displayed social media account links are present. There is fresh content scrolling in the main news area. Here they’re talking about player, Kevin Molina, being named to the USL team of the week and advertising the team’s next matches.
Immediately I see the opportunity to “Live Chat” in the bottom right.
There are offers to buy tickets, a Soccercast to listen to, an email list to subscribe to, and even an opportunity to volunteer.
They also integrate print and email marketing along with a very active social media presence on Facebook, Twitter, Instagram, YouTube, and Pinterest, even using Twitter to pull folks into their coach’s blog.
In the story sections, visitors can share the content directly to their social networks and even comment right from the OCSC webpage.
Although the website has a lot of tabs, they are well organized and full of good, useful, and informative content.
I especially like their nod to their supporters clubs, the tab for Spanish-speaking fans, and the one highlighting the many youth programs, OCSC offers.
I had to look hard to find any recommendations I’d make to the designers of the site. When looking at the mobile version, no accommodations have been made for a mobile viewer. This is a missed opportunity.
Statistics show that mobile use of the internet is growing.
Orlando City SC should be taking advantage of this rising trend.
There are a lot of other important things to look at when designing and structuring your website. Using Google Analytics is always a great step. I’d also recommend using a site like crazyegg, which shows things like heat mapping, where folks are clicking most, how long they scroll down, where they leave your page, and so much more.