No place like home(page)
14.06.13
Did you know that an average user spends under three minutes on any given website and in that short period of time has to take in what a company has to offer and be stimulated enough to learn more? Succinctness, you see, is the essence of compelling content.
Websites are a key visibility vehicle that can prompt visitors to engage in a meaningful dialogue. A well presented website speaks loudly about a company and can be an effective pull-factor for messages to convey. A website needs to be up-to-date and reflect who you are. Therefore, the website must contain relevant content presented in a crisp and easy-to-read manner in order to attract users, who may just well hang around a little bit longer.
With currently 10,000 monthly visitors on average, among which 60% are new, EFPIA’s Communications team decided it was time to not only maintain its audience, but enhance it by giving its website a boost reinforcing the federation’s branding. But how?
We revamped the website having a few key principles in mind:
- Information should be easy to find
- The website should be easy to navigate
- Search Engine Optimization (SEO) compliant (technically this means Google references the website in the top results of a search)
- Users won’t read in a word-by-word manner (see the generally-accepted F-shaped patent for viewing online content). Exhaustive reading is rare. Hence, the contents need to be organized and concise.
The F-shaped pattern for viewing online content which tracks the eyes of web users:
So what’s next?
Now that the new http://www.efpia.eu is online, Efpia’s Communications Team will make sure that the contents are up-to-date, along with new pages / contents developed. Our social media tools are now fully integrated and will make it easier to share our press releases, articles, blogs, etc. thus reinforcing our web presence. A central calendar, an exhaustive library as well as a box on the homepage to highlight the latest developments are also part of the new website. The Communications Team is also developing attractive video tools to keep the content lively. As a result, we are expecting the audience to engage more and hopefully create open discussions across all pharmaceutical issues in Europe.