Australian International Marine Export Group (AIMEX): Internet Impact

Recently the Australian International Marine Export Group (AIMEX) reviewed its members’ websites. It is important to realize that in this digital, online world, a company’s website is its shop front, opening up a whole world of potential customers. Below is a summary of the key findings.

1. Ensure that hyperlinks download in a new page rather than the current page. If this is not done, the browser exits your site when the hyperlink is clicked, therefore decreasing their exposure to your business.

2. Ensure distributor lists are easily found and accessible with full contact details and active links. AIMEX found some details very difficult to find and in some instances no details for contacts or links that could not be found or did not work.

3. Make sure logos are current ie. new AIMEX logo, some sites have the old AIMEX logo.

4. Ensure contact details are prominent and easy to use ie. click through email address in addition to web forms as web forms are not broadly liked.

5. Where pages have long lists of contents, consider including a table of contents at the top of the page with anchors to the relevant information – ie. on pages with lists of distributors.

6. Consider translating your site into languages relevant to your export business ie. Chinese - this could increase your exposure to markets where English is not widely spoken in business.

7. Consider online stores for easy access to products, where online stores are already live ensure they are promoted on home page clearly. Adding an online store makes your business truly global.

8. Include social media links to Facebook, LinkedIn, Twitter to increase your network and ensure your business is reaching a broad audience.

9. Ensure your site has search capability.

10. On pages with links include professional associations relevant to the marine industry to increase your site and business credibility, this also assists with search engine optimisation resulting in higher site ranking when searched.

11. Refresh layout and design to reflect modern contemporary look and feel

12. Promote your exposure at trade shows - insert 'visit our stand at.....' with the show logo so that browsers of your site who are in the area know that you will be in attendance.

13. Remove outdated shows and event promotions and any info no longer relevant.

14. Review the font style used to give site a fresh look and feel.

15. Refresh photos to ensure modern and current.

16. Review your competitors’ websites because your customers will.

17. Interactivity is key to websites, as are data capture and “sticky” places for visitors to share their comments or requests and your current customers to supply feedback. If they have good things to say, you could add a Testimonials section.

Source: AIMEX www.aimex.asn.au