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Why a 5th Generation Website Is Better Than a Corporate Blog Site

5th generation website

What is a 5th generation website and its advantages

Do you know what a 5th generation site is? The site of the 5th generation grows in search engines without SEO-promotion and sells the expertise of the company. 5th generation sites answer questions from their target audience, rather than getting into intrusive commercial offers. Sales on the 5th generation website are built through the trust and competence of the seller. That is, such a site solves 3 tasks of Internet marketing at once:

  1. Packing of the company;
  2. SEO;
  3. Promotion through expertise.

Do you want a 5th generation website?

 

5th generation sites have advantages over a regular corporate blog site. I do not detract from the merits of corporate blogs: the very fact that the company decided to open up to customers and started a blog is worthy of respect. A good start from any point of view. I argue that the 5th generation site develops the idea of a corporate blog and promotes the expertise of the company. Since the end of 2014, we have been making 5th generation websites and formulated their advantages.

The blog is "sewn" into the structure of the site

Deep blog integration is the most significant difference of the 5th generation site. Remember: a blog on a corporate site is placed in a separate section, and a link to it is hidden in the top menu with the last item or even more sophisticated. Usually this is such an unpopular page, where visitors go by irresistible desire or never go. Do you often look for blogs on corporate websites? Probably not. And why should you look for it, say goodbye! Information about the company is traditionally in the "About the company", and the prices in the "Price". To look for confirmation of the reliability of the company in the blog - you still need to think. We were taught that the blog writes about corporate recreation and other stupid things.

Corporate blog risks going unnoticed by visitors

A corporate blog, no matter how great, risks going unnoticed by visitors. But if you write the right things, then the attention of potential customers passes by the devilishly important information. That's a problem. The blog is hidden, for two reasons: either the blog was screwed on the site after launch and simply did not come up with a place in the design for it, except as a separate section, or the site was designed without updating the role of the blog specifically.

But the blog competence in modern marketing is so important that it argues in effectiveness with any other tool of the site. Therefore, the 5th generation site is designed "around" the blog, and not hide the blog away from the eyes of customers. When I say that the 5th generation competence blog permeates the entire site, I mean that commercially important pages of the site (for example, "About the Company") contain visually noticeable blocks with links to suitable blog pages.

The design solution of the semantic "squeezes" of the blog is different:

These examples do not exhaust all the possibilities of broadcasting blog articles to the right places. I illustrate the main point of the competency permeating the blog: links to articles are shown to site visitors in places where it is beneficial from a marketing point of view and appropriate in meaning. How exactly to do this is the prerogative of the designer.

Organizing content with a core competency blog (and preferably with a cluster system) solves specific problems: the blog is not placed in a separate hidden section, but constantly flashes throughout the site; enhances the impact of commercial content, for example, a product card with price and characteristics, and a conspicuous link to a review of this product conducted by the company's employees; allows experimentation with commercial content by varying blog articles to enhance marketing impact.

Properly organizing content from a blog visitor is as easy to make a buyer as it is from a buyer – a blog reader

The scheme works not only in the direction of "commercial article – competent blog article – purchase", but also in the opposite direction. A corporate blog attracts traffic to the site of the target audience, which goes to articles from search engines. A corporate blog promotes a website based on low-frequency queries. And the point of attracting the target audience in the sale of goods and services to it. Properly organizing content and a typical sales scenario is as easy to make a buyer out of a blog visitor as it is to make a buyer a blog reader. Yes, yes, the task is solved by links from the blog, to relevant commercial pages. For example, if the blog has an article "How to choose a mixer", it is logical to place in the text a link to the section of faucets of the online store catalog. A visitor to the blog does not just waste time reading, apparently, his task is to choose a faucet to buy. The article will teach how to do it correctly and the most correct marketing move is to offer him to apply the acquired skills in the catalog of this store. The probability of buying a mixer here increases many times.

The 5th generation site is designed on a semantic core

It is reasonable to design a 5th generation site from a semantic core. The semantic core guarantees the popularity of the blog. After all, it makes more sense to breed content that people need than to write on topics that no one cares about. People search the Internet for things that bother or interest them. So give them the information they need! The semantic core just says what people need. It remains to work regularly with the blog, responding to requests from the semantic core.

Work on the semantic core increases site traffic in snowball mode. Each new article adds visitors to those who come to the site for already written articles. The blog competence is built so that blog articles that are close to the topic are nearby and captivate the visitor in a new round of reading. The reader goes from page to page, is imbued with the philosophy of the company, turns into a buyer.

Easy navigation of the 5th generation site

The site of the 5th generation is easy to navigate a priori. No one wants to wander around the site in search of the necessary information, people leave incomprehensible sites without bothering to solve navigational riddles.

Making a complex website for a growing competence blog, which also permeates the commercial section, is a difficult engineering task. It took us 5 years to learn how to design such sites. And I haven't heard of anyone else doing that to corporate websites. But the idea was on the surface, we just picked it up and developed the skills of implementation.

A visitor to a 5th generation site has no problem navigating, no matter where they are. At every point on the site, navigation is intuitive and information is available. It is easy to read detailed multi-page blog articles because the text is adapted for comfortable assimilation. The content is served in logical blocks, designed visually. The text can be skimmed through the eyes "diagonally", view the illustrations and understand the main thoughts. If you want to get acquainted with the information in detail, it is comfortable to read articles "from cover to cover".

Does not sell, but confirms the competence of the company

Traditionally, a corporate website indirectly or directly sells goods or services. To do this, they use a well-worn "gentleman's set": slogans and offers, partner logos, customer reviews, photos of certificates and extensive information about "impeccable reputation, multiplied by many years of experience." Rarely does a company bother with competitive advantages that really differentiate it from competitors. By the way, "many years of experience" and "high-class friendly staff" are not advantages, but verbal gum. This is written on the site by all losers. But if you have know-how in production, which increases the hardness of the produced brick by 20% in comparison with competitors, this is a cool advantage around which it is worth building a business and a website.

People don't like it when they sell head-on

People don't like being sold head-on. If a person believes that he has chosen the seller himself, he will buy much more willingly than from the subject imposed by advertising. The strength of the 5th generation site is that buyers willy-nilly go through the crucible of the company's competence blog. The very structure of the site pushes for this, the blog is impossible not to notice, its articles are lured at a decisive moment. But the blog does not sell, but informs. The competence blog inspires content respect for the professionalism of the author. The authors work in the company, their competencies are reflected in the blog articles. The reader is imbued with respect and trust in the company, he chooses the seller HIMSELF. Thanks to the right articles in the right place.

Findings

A corporate blog can be just as effective as a 5th generation website's piercing blog. The only thing is that you need to look for it on the usual website of the company. A regular site with a corporate blog also grows with articles, but according to a number of indicators and in the sweepstakes, it is not suitable for a 5th generation site. First of all, according to the behavioral factors of the "site-blog" connection. The site of the 5th generation puts on the shoulder blades an old corporate site to instill in the visitor an understanding of the competences of the company. Being in the commercial section of the site of the 5th generation, customers see enticing links to thematic articles of the blog. Reading such articles turns the site visitor into an adherent of the company. This is a decisive argument for buying today.