The clear positioning of the website can make the enterprise website stand out from the sea of the Internet and gain more visitors. The development of enterprises has strategic positioning, and the design of enterprise websites also needs a clear positioning. Only sites with clear positioning can have more opportunities to be displayed in front of consumers. The positioning of enterprise websites determines the fate of websites on the Internet. The key to a good positioning of enterprise websites lies in analysis, including the analysis of enterprises’ own factors, competitors’ websites and visitors’ browsing habits.
Generally, starting from keyword analysis, there are relevant keywords in each industry and field. Identifying website keywords is the top priority, and software can be used to obtain the frequency and traffic of related keywords. High frequency words can serve as the main keywords for website information, and words with higher frequency are also closer to the website’s value and commercial profits. Before designing a website, enterprises can combine market needs to determine the website’s functions. The market positioning of a website also depends on the information classification of the website, targeting the audience of the information. The website information must have some value that meets the audience’s needs in order for its positioning to be valuable.
1、 Market positioning
The market positioning of a website refers to the service objects of the website, the information that meets the needs, and the starting point of the website market positioning. The service objects of different websites are different, and more useful websites are collected on the Internet. Every week, tens of thousands of new websites are launched. How to be discovered in tens of thousands of websites, and how to achieve personalized services, the most important thing is to clearly define the website positioning, and use positioning to describe the unique investment products of the website. When promoting to the market and using products as a point of entry for sales, when it comes to eye contact and market positioning, it is still necessary to determine the key questions of the website based on the target audience of the enterprise, and then make relevant choices. As shown in Figure 5-1, the health and franchise functions on the city wide Xundong website platform.
2、 Target positioning
3、 User positioning
A website is built for people to browse, if A website cannot survive without visitors. Before starting to build a website, it is necessary to consider the user positioning of the website. The users of the website are actually the audience for the website’s products and information. Each type of audience has different consumption habits, search habits, etc. Therefore, it is necessary to study user behavior and determine who will be the target customers and what behavioral habits the target customers have. We can start from two aspects. On the one hand, what can the company’s products and services meet for customers? On the other hand, how to maximize the consumer experience for users on the website. User experience is not the only criterion for evaluating the quality of a website, it can only be said to be the basic standard. Even a website that is not very good can still bring profits to the website, and the website is also successful. Therefore, the user positioning strategy of a website is the basic point that can bring profits to the website, which is the fundamental purpose of website construction.
4、 Functional positioning
A good website will inevitably have functional positioning. Functional positioning refers to the relevant functions of the website designed and developed by enterprises and website designers based on their understanding of product customer behavior and needs. The quality of a website mainly depends on whether it can ultimately achieve profitability, and the key to profitability lies in functional positioning. Without clear functional positioning, good expectations and support cannot be formed, which is a very headache. Website based enterprise website construction.
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