Most companies, I hope, understand that just as you need to have desks, computers, telephones, insurance policies, you need to have a website. What most of the people in charge of implementing it don't realize is that this is a much more complex, important and strategic project for the brand than is usually thought. I have seen cases of companies with spectacular facilities, with innovative and advanced business models, that produce large volumes of income, but whose website is just a timid cybernetic glimpse of their logo, accompanied by a few words written in a hurry and without enthusiasm.
These pages describe the characteristics of the products and services that are offered in the real world, as if going out of their way and inviting, in the best of cases, potential and unsuspecting visitors to go and buy in their network of stores. real-life distribution or points of sale. Other companies have an authoritative “interactive” presentation, which speaks for itself, releasing a cascade of photos of the facilities and their products, which are proudly displayed without leaving the slightest possibility of interacting, or of knowing where they can be found. nor how much those products cost.
Other companies have had for several years a laconic “we are building our site” adorned with a sign of an excavator, and an online contact form, from which no one knows how to retrieve what comes through there.
Many other companies, on the other hand, know that the Internet is, in fact, a virtual branch of their business, open 24 hours a day, it is like having a window open to the public, which can do things as diverse as delivering information, handling complaints, making sales or receiving payments, among many other tasks. Companies, such as banks, universities, media outlets, government entities or automobile manufacturers, have seen in the Internet a new channel for distributing information or services; an extension of what they do on their original platform, which allows them to “be there” always.
When a company uses the Internet appropriately, and uses new technologies to focus its web approach towards its target audience, it will always have the possibility that its potential clients, or those who already are, feel that it is a company that can be trusted, because “it is always there”; No matter what this company offers as a product or service, no matter what target group it addresses, no matter what country or region it is in, there will always be a handful of people connected to the Internet, who will have the need or at least the curiosity of browsing your website.
It is a precious moment, one of those moments of all or nothing, in which the Brand has the opportunity to shine or the immense possibility of looking bad, if it is not prepared for this. In short, “being there” always is a permanent opportunity to offer, sell or provide after-sales support for your products or services, even at times when all the lights in your business are off and your employees are resting, because the Internet never rests. .