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VALORIZZIAMO I SITI WEB

Il sito Web è uno degli strumenti di visibilità e di comunicazione on line  più importanti di ogni azienda. E’ strumento di visibilità perché, a seconda della notorietà e della reputazione della nostra azienda, è consultato da internanuti anche a nostra insaputa. E’ strumento di comunicazione perché mette la nostra azienda in grado di interagire coni i  visitatori  (internauti). Di qualsiasi tipo, siano essi clienti, prospect, curiosi.

Sia che il nostro sito Web sia visitato, sia che interagisca con qualcuno, tutto avviene con interlocutori singoli, quindi unici. Ogni interazione avviene one-by-one.  Al più comunichiamo a molti, ma ognuno riceve i nostri messaggi distintamente. In tal caso si dice che comunichiamo One to many. Se i destinatari sono molti, cioè many, sono comunque singoli. Tanto vale costruire il sito Web più attraente e fruibile possibile e renderlo più possibile interattivo

L’unico caso in cui il sito è di massa, si ha quando si fa la pubblicità del dominio del sito su una pagina di giornale, su una affisione murale o altro supporto tradizionale.

Per costruire un sito Web distinguiamo il supporto informatico dai Contenuti. Il supporto informatico comprende la cosiddetta gabbia o schema back end . Lo schema comprende la testata del sito (Heading), le pagine e le colonne. Press’apoco come la gabbia di un giornale. Prima di inserirvi gli articoli o le foto ogni supporto cartaceo è bianco. Quando passa attraverso la rotativa il giornale e rivista sono stampati. Nel sito Web avviene qualcosa di simile, solo che i testi scritti sono inseriti in spazi preordinati informaticamente. E siccome i testi e le immagini non vengono stampati, ma solo inseriti attraverso programmi informatici specifici, si dice che il sito Web è una situazione. I  testi, gli spazi, i bottoni, le immagini, i colori, ecc. sono definiti Contenuti.

Quando si parla di home page si fa riferimento alla pagina frontespizio del sito Web, come alla prima pagina di  un giornale. All’interno di tali spazi si collocano, per l’appunto, i Contenuti. Quanto più tali Contenuti sono significativi tanto più è probabile che il sito Web sia attraente. La certezza che sia attraente si ha quando i Contenuti sono anche fruibili, ovvero possono essere visistati in alto ed in basso a destra e asinistra, senza complicazioni.

Possiamo trarne una prima sintesi. Il sito Web è il supporto informatico per:

– mostrare la vetrina virtuale della nostra azienda

– veicolare i Contenuti della propria azienda

– interagire con gli internauti

Tenuto conto che la vetrina, proprio in quanto virtuale, non è visibile sullo schermo di alcun Pc, mentre lo sono i Contenuti, si può ben dire che:

a partire dal sito Web tutto è Contenuti

Tanto vale dedicarsi ai Contenuti. E’ quanto dovrebbe fare ogni imprenditore per comunicare alla propria impresa. Invece di spendere molti soldi in comunicazione tradizionale, impegnare molto tempo per viaggiare, rischiare di non dialogare con  i clienti o, addirittura, abbassare i prezzi per mantenere i clienti utilizza i Contenuti

e invia messaggi che siano percepiti come valori della sua azienda.

Ai fini della Comunicazione d’impresa occorre avere ben presente che requisito di fondo dei siti Web è la loro facilità di fruizione o usability (J.Nielsen). Si dice che un sito funziona o è efficace se non fa pensare, ovvero non costringe ad elaborazioni mentali per capirne i Contenuti(Steve Krug  ) Don’t make me think. Ecco allora che requisiti fondamentali di una vetrina virtuale sono: la velocità di scorrimento, la struttura o impagninazione dei Contenuti, la facilità di accesso alle informazioni richieste, la fruibilità della pagine Web.

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