Getting your website right: A path to brand loyalty for small businesses

(3) Brands as publishers

A crucial aspect of any website is to promote and showcase the great information and content companies have to offer. Today, many brands are taking publishing into their own hands and looking to build direct relationships with customers. For SMEs, who may not be able to employ huge teams and technical specialists, there is a need for a simple CMS that can be managed by anyone.

Brands want to become publishers of content themselves. This allows a greater diversity of content to be shared, real time updating of stories, and less reliance on one technical individual with the relevant expertise.

The ease of use and flexibility of WordPress (rooted in its blogger origins) is really driving this “brands to publishers” revolution.

Brand building blocks: The design of trust in a digital world

(4) Enterprise-class for businesses of all sizes

WordPress now powers more than 74m websites, or 26 percent of the web. The days of WordPress being thought of as just a blogging platform are truly over. WordPress is now the CMS of choice for some of the world’s biggest brands.

Enterprises such as CNN, Tech Crunch, Skype and UPS use WordPress as their platform, and it is clear that it provides an enterprise-class service.

Although SMBs face different challenges than bigger organisations, they need to be enterprise-ready and have access to the same tools and mind-set that has driven success and growth in their larger counterparts.

For many companies the website acts as the most important extension of the business as a whole, while for others the website actually is the entire business. Through making their website secure, making it personal and making it work 24/7, businesses have a great access point to customers to develop brand loyalty and increase sales.

With loyalty in mind, these are the most effective reward programmes in the world.

Fabio Torlini is MD EMEA, WP Engine

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