- Use stronger calls to action. One way: Use active language instead
of passive headings like, “NCR government solutions.” For example, “Find out how we are
making government more efficient and saving taxpayers’ money.”
- Highlight contact details. Some companies get great results by
making these details big and bold in the same spot on every page.
- Capture more leads. Yes, we know this company has a long lead time
but it seems a wasted opportunity not to keep leads warm in the
meantime. Surely, a big company like this could offer free e-zines,
tips, solutions, trials, etc.?
- Use keywords to draw traffic to its solutions and products pages.
- Add customer and reseller reviews and testimonials.
- Highlight the NCR supplier store.
- Publicize value-added services. It offers an NCR university, but finding out what it does is difficult.
Our views: Here's a company with a great reputation, a long history and
deep product knowledge. But if technology company NCR wants to last another 100 years, it may need to lift its Web marketing game.
The problem? Without people this site is dead
What it does well
There are some things that it does extremely well, including:
• Displaying its product knowledge. No one can deny that this company knows its stuff. It has great material explaining how its products work.
• Optimizing its product pages. Some of the inside pages on the site are extremely well optimized. For example, use Google to search for “self check out” and NCR’s pages come right below the definition from Wikipedia. That’s valuable Web real estate.
Postscript: By the way, congratulations to Colleen. I think the way she sought feedback on her site in such an open way was very much in the spirit of the Web these days. See below for her feedback on our review.
Posted by Internet Marketing Report Online blog editor Julie Power Wednesday February 20 at 8 a.m.