EEI Web Publishing Services Making your Web presence really work!

Is your organization’s Web site in a coma? If you are like many of our clients, you are puzzled about why, after you spent thousands of dollars on a beautifully designed Web site, rich with the latest whiz-bang technology, hosted on a high-performance network, your site still doesn’t inspire customers and prospects to take action. Your Web presence is a critical component of your business. No amount of slick design can make up for stale or irrelevant content. The best Web sites continuously provoke and engage interaction. They focus on being relevant to the audience, and they work best when they are connected to the organization’s other communications activities. Without a living, carefully constructed editorial strategy, your site will fail. And no matter how good your Web site is, it won’t get traffic if nobody knows about it. And without traffic, it will not generate business. Your site needs an array of techniques, both active and passive, to ensure that your audience finds you online. Conducting an online marketing campaign can be a difficult task—especially if you do not have experienced staff available. Identifying media properties, negotiating with media reps, testing alternatives, and tracking results—these tasks are all part of finding new opportunities to support your business goals. There is no “final state.” Every day is a new deadline, and every day brings new information. Ultimately, the goal is to make sure the process of planning, analysis, promotion, and maintenance continues. Perpetual innovation is the key to success. EEI Communications knows how to make your Web presence really work. Unlike most Web developers, EEI focuses on content first. We approach content planning from the user’s perspective. Before we begin to create, we learn about your audience and what they need, expect, and desire. Then we develop a content plan and site design based on what we’ve learned. We apply creativity, functionality, and performance that deliver content in the most compelling way possible. But we don’t stop there. The key value that EEI provides is ongoing support. We don’t just consult and then walk away, leaving you to figure out how to implement the plan. We continuously refresh your site to make it a valuable resource that draws repeat visitors. We track your viewers’ interactions, analyze the choices they are making, and add any refinements that are necessary to meet your goals. EEI’s highly strategic approach ensures that your site isn’t just a pretty face—it’s one of the most important tools in your business development plan. We are your partner, from conceptualization to launch to ongoing maintenance.

EEI’s Web site services Content planning: EEI uses a unique assessment methodology to gather, synthesize, and chart the expectations of all site stakeholders, with particular emphasis on the customers and prospects you hope to attract. EEI builds a long-term editorial plan, incorporating your existing content and providing new content as needed to ensure that the information you provide is constantly refreshed, expanded, and pushed to your audience. Content acquisition and development: EEI can write original content, edit and adapt information you already have, or help you identify sources for the latest industry-specific topics. Content can include text, graphics, audio, and video. We thoroughly quality-check every element to ensure that it is technically sound and error-free. Design and launch: The award-winning EEI design team works with you to create a Web presence that reflects your organization’s identity and harmonizes with your other communications tools. The behind-the-scenes technology optimizes the viewer’s experience without detracting from the message. It provides a means for user interaction and transaction facilitation. Your site will be built with an eye toward scalable growth, and it will be search-engine-optimized and Section 508–compliant. Driving traffic: EEI applies the latest technology, such as RSS feeds, dynamic linking, database access, automatic e-mail alerts, e-newsletters, and blogs, to ensure that your desired audience finds your site. We monitor results and recommend new techniques and technology as they become available. Post-launch refreshing: EEI keeps your site dynamic and fresh looking by rotating content, changing graphic elements, highlighting breaking news, and researching and writing about the issues that are important to your audience.

Ask yourself these questions:

1. What is on our home page right now?
2. When was our home page last updated?
3. Who in our organization is responsible for making sure our content is fresh, engaging, provocative, and incites action?
4. How does our site reflect our organization’s thought leadership in our field?
5. Why would a customer or prospect visit our site more than once?
6. Is there a mix of timely, topical, and persistent information on our site?
7. Do we inform, educate, and entertain?
8. Is our site search-engine-optimized?
9. Does our site provoke interaction?
10. Do we proactively drive traffic to our site by alerting customers and prospects to new content?

If you answered “No” or “I don’t know” to more than four of these questions, your Web site may be comatose. To restore its energy and make it a true resource for your audience, call EEI Communications today—703.683.0683 or e-mail us at info@eeicom.com.

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