The brand website is the unsung hero of marketing in today’s rapidly changing communications environment. It contributes heavily to brand health and purchase consideration, and presents marketers with an unparalleled opportunity to build relationships with and influence consumers.

The brand website is the unsung hero of marketing in today’s rapidly changing communications environment. It contributes heavily to brand health and purchase consideration, and presents marketers with an unparalleled opportunity to build relationships with and influence consumers. Yet it is surprising how few marketers take steps to ensure their websites deliver ROI for their brands. And with 71 percent of consumers referencing a brand website before making a purchase, there is no telling how many poorly designed websites have caused missed opportunities to gain customers.

Website best practices for relevance and impact

The question marketers should be asking is not whether to invest in brand websites, but how to invest in brand websites so that they are impactful and relevant to consumers. Based on our analysis of hundreds of websites since 2001, CRM Metrix has determined some best practices that apply to marketers across categories.

1. Incorporate measurement.

According to Peter Drucker, “You can’t manage what you can’t measure.” Well said by one of the world’s top management gurus. Developing website strategies without user insight is the equivalent of shooting arrows in the dark.

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