Some websites can look like a marketing collateral explosion, from the flashy image carousel to the excessively crowded navigation bar, and viewers are left to sift through the clutter to find critical business information.
Feeling a migraine coming on? Take a moment to breathe, pause, and consider the following three steps to navigate through the clutter:
Often we are overwhelmed with what’s “above the fold”—or the part of the website that we see before we start scrolling—that we forget to inch down to the part of the page that holds some of the most pertinent business information. In fact, the tail-end of a home page frequently boasts the “About Us” sections, the company blog, a quick link to “Investor Relations” or “Media Inquiries,” and the company directory. Quick links dominate the bottom of the page, meaning you can immediately connect to the right subpage instead of going through multiple clicks to land at the right one.
With Google constantly playing around with its algorithms, often a simple search query yields anything but helpful results. Therefore, instead of getting lost in the sea of search entries and websites, enlist the help of a business research tool—one that equips you with all you need to know about a company before ever reaching out. The right research tools, like those supplied by Hoover’s, save time and provide valuable insight that is often not disclosed on a corporate site. Through the Hoover’s database, for example, you can access pertinent information about more than 900 industries, 85 million companies and 100 million professionals, all with one single subscription.
An overly complex website might have you reaching for the phone in an instant, desperate to escape the barrage of image and texts. However, don’t call just for the sake of calling. Complete the proper market research ahead of time—from determining who is currently on the executive team to who tends to make the business decisions—so you can ask the receptionist to connect you with the right person. Just as you don’t want to be given the roundabout when you call in, your prospective client doesn’t want to have to go through multiple transfers so that you can find the correct individual.
When it comes to obtaining the right business information, the process has become more cumbersome than ever before. But honing in on the correct business details can be the difference between an unclosed deal and that signature on the dotted line.
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