Using your Web to bridge the Care Gap.

There are probably thousands of ways to personify a Web site. It could be that it’s the talkative type that ends up saying too much. Potentially it’s timid, shy and sparse-the mysterious type. Maybe it’s bipolar, scattered, or confusing. The point-it’s not a new one-is that your online presence is a direct and telling extension that speaks to what you think of your customers, and what you think of your business. Is your Web contributing to the team, or just warming a seat?

You can separate your business interactions into two general camps: Personal interactions-face-to-face meetings and handshakes, personal email and phone calls and; Non-personal-automated systems, campaigns, and most of the Web (although many sites now include online chats for customer service). What falls in the middle we’ve labeled the Care Gap-the vacuum between meeting needs in person, and meeting them digitally. In this space we find a customer who needs a question addressed after office hours, customers who need advanced features not available in their login and prospects that research your offerings, but aren’t ready to buy.

Bridging the Care Gap is an invitation to think about ways to leverage current tools for the benefit of your business and those who interact with it. For the most part, you and those you work with are limited to one connection at a time-effectively one email, one call, one meeting, etc. While the Web will never replace the human connection we all need, it can be one heck of a way to facilitate the desired brand connection, communicate your willingness to meet needs, and give a great impression while adding another dimension to the relationship.

This is all great, but how do I get started? Below are a few considerations to help ensure your Web site will become a true team player that bridges the Care Gap.

Treat your site like an employee.
Think of the ideal personality you’d like in front of your audience. This is who you hire to fill the role of your site. What traits and qualities will give visitors and prospects the best first impression and woo them to a long-term relationship? Translate these ideals into visual and tactical solutions that you’ll use to construct your site. Make sure that the resulting blueprint aligns with your brand and corporate goals, and then put your best pixel forward.

Enroll your site in training.
Your Web site is an advocate, the heavy-lifter, and potentially the filter you need to get to your core audience. It should have a skill set to match. Explore technologies that will streamline the online experience. Consider everything from Web applications to social media, analytics to flash and video. Technology evolves and advances quickly. Keeping the skill set up to date will demonstrate that you care about meeting your audience’s needs in a relevant and beneficial way.

Don’t employ a know-it-all.
Alternately, not every site needs to own every capability out there. If your customer likes to buy direct because personal interaction adds value to your service or product, don’t give them an online store. If you offer a site for mobile users, push them only the most applicable and necessary content. Your mother-in-law might need to purchase a spool of yarn, but she (and most everyone else) doesn’t need a flash intro to skip first. Discover specific competencies your site should possess, and be willing to put the kabosh on anything that detracts from your core purpose.

Hire for brains and looks.
Your site should look good and be visually on cue with your offering. Pair that up with some smart organizational skills and you’ll please both the guest who needs to quickly find something, and those who just want to have a look. Take time to build concise information architecture for easy content access. Create your visual layout to support the content, not the other way around. It sounds a bit Hollywood, but, yes, your site can be smart and good looking too.

In conclusion, be discerning and consider where the Web could fulfill current customer and administrative needs, differentiate you from the competition-and add value. Then confidently move forward with hiring that gap-bridging team player and establishing uncommonly productive digital connections. Now hiring.

Written by Jeremy Elder, Interactive Designer at Introworks.