1. Effective Web Sites A Consultant’s Perspective
ACCE
2007 Conference
August 2007
Kate McEnroe Consulting

2. ©Kate McEnroe Consulting 2006
Web Site Myth #1
If we put all of the information people want on our web site, no one will ever call us and we won’t be able to sell them on our area
©Kate McEnroe Consulting 2006

3. ©Kate McEnroe Consulting 2006
Web Myth #2
If we create and promote a regional web site, it will reduce the visibility of our individual cities and counties
©Kate McEnroe Consulting 2006

4. ©Kate McEnroe Consulting 2006
Whose interests rule?
The Customers
Intermediaries
Direct relocation prospects
Local companies/ expansion prospects
The Influencers
Investors
People with something to sell
“Boosters”
©Kate McEnroe Consulting 2006

5. ©Kate McEnroe Consulting 2006
Consultants
Search, don’t browse
Can’t eliminate you just because info isn’t on you web site
Start with third party and proprietary databases
Not ad-supported portals
Fill in the gaps with state, regional, and local web sites
Preferred in place of phone calls
Looking for data not available elsewhere
©Kate McEnroe Consulting 2006

6. ©Kate McEnroe Consulting 2006
Corporate Prospects
Can eliminate you for any reason
May assume if information isn’t on the site, it doesn’t exist
Less likely to have direct access to third party sources of information
©Kate McEnroe Consulting 2006

7. Can’t use it if I can’t find it
Marketing your site won’t get it bookmarked
Manage search results ruthlessly
Aspirational branding hinders searches
Names of organizations that reflect political compromises hinder searches
Chambers have multiple audiences – create multiple channels on your site
©Kate McEnroe Consulting 2006

8. The information we are looking for
A name, an address and a phone number
RECENT information
For a consultant, focus on information not available elsewhere
Job title specific wage information
Existing employer detail
Detailed tax incentive information
Site and building information
Utility service and rate specifics
Testimonials
Announcements of good and bad news
©Kate McEnroe Consulting 2006

9. A good site doesn’t have to cost a lot
“Flash” intros are annoying, not impressive
Employer information and testimonials can range from simple text quotes to full motion video
Sites and building databases can also range from simple text lists to searchable databases to extensive photographs and topological maps
Technical note:
“pop-up blockers” are becoming more popular, so think twice about using separate windows as part of your web site architecture
©Kate McEnroe Consulting 2006

10. Other aspects of using the Internet
newsletters replacing written newsletters
Ask permission first and offer opt-out
An with a link to a newsletter on your web site:
Takes up less space in my mailbox
Drives people to your web site
A personal note: I am more likely to delete an newsletter if I am in a hurry than I am to throw away a print piece
notices of major announcements (good or bad)
©Kate McEnroe Consulting 2006

11. There STILL is no silver bullet
There is no single gateway
You need case studies
You need personal relationships
You need multiple marketing channels
©Kate McEnroe Consulting 2006

12. ©Kate McEnroe Consulting 2006
Try this at home
Can you find your site if you Google:
County name + economic development
Name of largest city + economic development
Can you find the name and phone number of the person a site selector can call for more information?
Can you find a map of your area with major interstates and distances to major cities?
Can you find a list of your largest employers with the number of employees and description of their business?
Can you find a sites and building database or a link to one?
Can you find news about the newest company to open up in your area?
Can you find news about the most recent layoffs or shut downs in your area?
©Kate McEnroe Consulting 2006