When planning a website for a small or medium-sized company, leaders generally say: Learn how to do the website of those large companies, and we must also have that feeling and momentum. Before, I never felt that there was any doubt about this. Later, I wanted to understand why the websites of other big companies didn't consider SEO optimization before I realized that we were wrong. Why? First, the method for customers to reach large company websites and small and medium company websites is generally different. Website construction takes search engines as an example. For large companies, because their brands and products are now deeply entrenched in consumers ’minds, consumers generally directly choose" brand name + product name ", Search terms such as "company name + product name", in this way, they can easily reach the websites of large companies, and because of the long-term accumulation and brand recognition, large companies now have an infinite number of, Very stable customer source, so even if their website is the entire site FLASH, there is no doubt. For small companies, due to the low brand popularity, most customers will come to our website after a search term such as "product name". In this process, the optimization of the website and the setting of META information play a key role. effect. That is to say, it is possible for a large company's website to do search engine optimization without intention, and our small and medium-sized companies assume that doing so is tantamount to self-help. From this point of view alone, it is decided that the focus of the large company website plan and the small and medium company website plan are completely different. 2. When viewing the websites of large companies and small and medium-sized companies together, customers' attention is completely different. Large companies have a strong brand advantage, and customers have a high degree of trust. Customers generally consider very little when purchasing their products. As long as the product meets the customer's needs and is within his accounting plan, he will generally place an order. For small and medium-sized companies, the customer ’s trust level is 0, and the idea of driving sales through a website that displays an endless brand image is silly and simple, unless you are willing to spend a lot of value to promote it. This big value must not be a question of tens of thousands or hundreds of thousands of advertising costs a year. A very hot post about the post recently is the question of performance (three years of KA e-commerce experience, three months of funding 6 Wan Taobao women's small C shop so far has 0 sales, Guiqiu heroes dissect the shop). After coming to our small and medium company website, customers will measure whether the company is trustworthy through product description, company description, transaction examples, and transaction volume. Suppose that the product description is used to help customers confess whether the product is what he needs, then the transaction case and volume become the keys that he uses to confess whether the product description is authentic and whether the company is credible factor. People have herds, and this is even more apparent on shopping sites such as Taobao. No matter how well your product is described, it is difficult to make acquisitions happen without the volume. That is to say, the website ’s brilliance can only give customers a first impression (many small and medium-sized companies sacrifice SEO optimization for this first impression, which is inappropriate and unwise), and decide whether he has the next step, but it is generally Depends on the sales target such as volume. Small and medium-sized companies without the support of transaction volume, no matter how beautiful the website is, they are all sky gardens, which can be appreciated but can not have too much practical value, unless you regard your website as a tourist destination ~ Small and medium-sized companies generally have to go through a process of expanding sales-sudden changes in volume-forming a brand, and our website plan should also seek this logic. Want to be in one step and finish the dual sales and brand policies. Suppose you ask me what is the difference between a website based on sales promotion and a website with brand promotion as the intention. I suggest that you compare the major stores on Tmall Taobao with the two most famous companies you work for. Websites are different in terms of layout, plan, program, homepage, product description, visual base, SEO optimization, website planning language, its negative logic, and so on. In the companies I have experienced and the small and medium companies I have touched, there are relatively few bosses who do not blindly search for infinite. When we plan a website, we usually encounter the boss ’s website ca n’t be dazzled, and the website should have beautiful animation effects. Wait for such questions and questions. At this time, we need to bring out our professional knowledge and excellent communication skills to analyze with the boss why big companies do websites like this, and we ca n’t do that, just like tall people. To wear large clothes, short people should wear small clothes. Short people should not wear large clothes, but it will affect behavior. This concept has been rotten by many prestige and experts in website planning, but in traditional companies (especially industrial products companies) that are far from modern marketing concepts and processing concepts, they still lack the foundation for implementation. I hope that the thinking method of e-commerce work that seeks usefulness, power, function, and return to the essence can gradually affect the website plan of other jobs.