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COME COSTRUIRE I CONTENUTI DEI SITI WEB

Mi riferisco agli aspetti empirici relativi alla fruizione dei siti Web. Ogni volta che si affronta l’argomento sito Web occorre tenere presente che lo stesso deve soddisfare aspettative dei visitatori, più che le nostre. Siccome le aspettative di ciascun visitatore non sono note a priori, tanto vale fare in modo che aumenti la probabilità di suscitarne l’interesse.

Di conseguenza dobbiamo adeguare il sito Web all’interesse che intendiamo suscitare.

Le tipologie di siti Web sono le seguenti:

_siti vetrina

_siti interattivi

_siti informativi

_siti commerciali

_siti di ricerca

Analizziamoli uno per uno.

Siti vetrina: si limitano ad esporre nella propria vetrina virtuale le attività dell’azienda.come se fosse la copertina di una immaginaria brochure. Al massimo spiegano cosa fa l’azienda, elenca i prodotti disponibili, e fornisce le proprie coordinate. L’unico elemento di interattività è l’indirizzo di posta elettronica (Contatti). I siti vetrina si caratterizzano per la loro staticità. Questa tipologia di siti non è molto efficace. Non sono affatto considerati uno strumento di visibilità né tanto meno di comunicazione. E’ raro che un visitatore chieda informazioni attraverso la posta elettronica. Per evitare di essere invasi da promotori preferisce telefonare.

Conclusioni: per molto tempo e tuttora i siti vetrina sono stati e tendono tuttora ad essere utili soltanto come recapito telefonico. Il loro numero sta diminuendo, ma sono ancora molto diffusi. Al più inseriscono il catalogo prodotti. Oggi la maggior parte dei siti è carente in termini di interattività. La propensione in atto è l’autoreferenzialità  Sembrerebbe che via sia un ritorno alla impostazione pubblicitaria tradizionale più che alla interattività. Lo dimostrano i vari banner che compaiono su molte home page e la propensione delle azienda a recuperare attraverso il Web ciò che non è più accessibile economicamente con la pubblicità tradizionale.

Siti interattivi: sono quelli che oltre a mostrare le attività della propria azienda promuovono interazioni proponendo quesiti o sollecitando richieste di chiarimenti. I siti autenticamente interattivi offrono opportunità agli internauti, senza essere siti commerciali.

Sono tipici dei settori di largo consumo. Non sono tuttavia da escludere anche per le aziende BtoB. Po3trebbero anche essere definiti siti Web promozionali. Sono i più diffusi.

Siti informativi: oltre a fornire le informazioni sull’attività aziendale forniscono spunti di riflessi o di aggiornamenti. Questa è la tipologia di siti più efficace. Propongono rubriche, sollecitano richieste di chiarimenti, offrono link per sollecitare un ampliamento dell’interesse del visitatore. Questi siti, oltre a fornire  Contenuti, forniscono anche Valori. Si caratterizzano per l’aggiornamento delle notizie. I più trasparenti forniscono il profilo del proprio staff;

Siti commerciali: rappresentano un passo avanti rispetto ai siti informativi. Sono quelli che riportano il proprio catalogo e sono predisposti per effettuare transazioni on line. Sono sempre più numerosi. Stanno diffondendosi anche nei servizi pubblici per la vendita di biglietti, per prenotare biglietti aerei, treni, spettacoli teatrali. Alcuni Comuni stanno cominciando a fornire documenti personali via Internet.

Siti di ricerca: sono i più ricchi di Contenuti. Di solito vanno sotto il nome di portali. Forniscono informazioni e sintesi di studi su macro argomenti. Sono molto utili per i ricercatori e per gli studenti. Sono costosi. Per questo motivo il più delle voolte fanno capo a delle fondazioni. Hanno obiettivi divulgativi.

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