The right message has to be delivered to the right audience. Given honestly, simply and precisely, the material has to be in the format they want, when they want it and within their technical limitations.

Customer needs are identified and anticipated by analysed web data with content updated accordingly. This can be done through integrated content management systems which involve no IT skills or by a member of the Radiator team on a retainer basis. Whichever suits your needs.

Ease of use comes from a combination of structure, navigation and interaction. The structure should present a clear, “shallow” hierarchy of pages, where the required content is never more than three mouse clicks away.

Navigation needs to be simple by keeping menu options to a minimum, and by keeping menus and pages consistent and signposted. Interaction engages visitors and gives them a more meaningful and involved experience.

Because of the number of options online, internet users don’t wait for content so download must be at a speed appropriate to your audience. Web sites must appear secure and to consider privacy if they are to gain trust.

Contact pages should be easy to find and easy to use – whether that is a simple online form or an online ordering procedure. Responses are made appropriately and quickly. Websites that don’t respond damage online brand rapidly.

Websites that are frequently and appropriately updated encourage repeat visits. A website can become a useful resource with relevant links and articles.

An updated news section, for example provides an impression of a well managed website that constantly remains fresh – new information that is useful, relevant and timely will give customers reasons to return.