FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 11 3 Y OUR OWN WEBSITE Your website is your basic tool for marketing your fortress on the Internet. Here everything comes together: it is your online business card, your digital fair booth, your marketplace. With your website, you can inform and entertain your visitors. You can actively reach out to people interested in your website and turn them into real fans and customers. The first impression, quality of service and trust have a huge priority. Your fortress has always been known in the community and is a positively perceived as a part of the current tourist offer. Don't waste this trust by having a sloppy website! In the offline world we are interested to see, feel and test products. On the internet this obvi- ously works in a limited way. Your website must be able to compensate for this deficit and also offer individual added value. Therefore, it is important to put more time in preparation of the de- sign and construction of the website than to have to fix mistakes afterwards. The focus is on the individual design and the targeted construction of the website. "Different" is not always good, there are principles (menus, etc.) to which the internet users have become ac- customed. Usability and accessibility are important items on your to-do list in the conceptual de- sign or optimisation of your website. Internet users must feel immediately comfortable on your website. How much time do you think a user gives your website to convince him to stay? Usual, only a few seconds. If the user will not immediately find what he is looking for, he leaves your website. Usually you will not get a second chance. With a confusing, out of date or having false information, your website will lose potential cus- tomers. You should not let it happen. Make your website a real Web browsing experience for visitors so that they return and become your long-term customers. It's not that hard actually. Also for websites, less is sometimes more. The structure should be clear, simple and concise. Modern websites are mainly composed of three sections: Section 1: The Header In the header there is typically the logo, name of your business, or a main slogan and the main menu. This area remains the same across all sub-pages. Section 2: Main Content (content part) The heart of any website. Here you present current and relevant information for your users. On the main page, you need a so-called eye-catcher (e.g. interesting headlines and / or images) to capture the interest of visitors. On the detail pages or sub-pages you should include information about products or events, depending on what you want to show and sell.