{"id":3374,"date":"2021-02-02T11:38:21","date_gmt":"2021-02-02T10:38:21","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=3374"},"modified":"2021-02-02T11:38:26","modified_gmt":"2021-02-02T10:38:26","slug":"anatomia-website-perfeito","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/anatomia-website-perfeito\/","title":{"rendered":"A Anatomia do Website Perfeito"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Quer perten\u00e7a a um neg\u00f3cio B2B, B2C, ou mesmo se tiver um neg\u00f3cio de freelancing, \u00e9 essencial estar presente online com um website que cative os seus potenciais clientes. Apesar disto, quase metade das empresas portuguesas n\u00e3o t\u00eam um site pr\u00f3prio &#8211; <a href=\"https:\/\/eco.sapo.pt\/2020\/11\/23\/mais-de-60-das-empresas-tem-site-20-das-vendas-e-online\/\" target=\"_blank\" rel=\"noreferrer noopener\">segundo o INE<\/a>, em 2020, <strong>apenas 61% das empresas admitiu ter site<\/strong> pr\u00f3prio, sendo que este valor desce para os <strong>57% quando se tratam de empresas com 10 a 49 trabalhadores<\/strong>. A situa\u00e7\u00e3o agrava-se ainda mais quando muitos dos &#8220;sites pr\u00f3prios&#8221; apenas disponibilizam algumas informa\u00e7\u00f5es corporativas sobre a empresa e uma p\u00e1gina de contactos, sem qualquer estrat\u00e9gia de capta\u00e7\u00e3o de clientes online. Mais do que uma &#8220;montra&#8221; dos produtos e servi\u00e7os que disponibiliza, <strong>o site deve ser encarado como o ponto convergente de toda a estrat\u00e9gia digital<\/strong>, para onde ser\u00e3o redirecionados blogposts, posts de redes sociais, newsletters, etc. Independentemente da dimens\u00e3o da sua empresa ou \u00e1rea de atua\u00e7\u00e3o h\u00e1 algo que deve ter sempre em mente ao criar um site online: a <strong>experi\u00eancia do cliente<\/strong>. Conhe\u00e7a abaixo alguns pontos que deve ter em conta para criar o website perfeito.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Anatomia do Website Perfeito: 6 Elementos que deve ter em conta<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1 &#8211; Crie o seu site na plataforma mais adequada \u00e0s suas necessidades<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ao escolher a plataforma que ir\u00e1 suportar o seu site, dever\u00e1 considerar duas quest\u00f5es: o <strong>pre\u00e7o e a facilidade de utiliza\u00e7\u00e3o<\/strong>. Caso decida criar o seu website em Bootstrap, por exemplo, ir\u00e1 necessitar de conhecimentos de HTML e CSS. Se optar por uma plataforma como o <a href=\"https:\/\/www.hubspot.com\/products\/cms\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot CMS Hub<\/a> ou como o WordPress, conseguir\u00e1 editar o website sem conhecimentos de programa\u00e7\u00e3o, uma vez que estas plataformas s\u00e3o muito intuitivas e funcionam numa l\u00f3gica de drag-and-drop.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Relativamente ao pre\u00e7o, h\u00e1 diversas op\u00e7\u00f5es de plataformas para cria\u00e7\u00e3o de sites, algumas totalmente gratuitas, como o <a href=\"https:\/\/pt.wordpress.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a> ou o <a href=\"https:\/\/pt.wix.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Wix<\/a>, e outras que, embora apenas estejam dispon\u00edveis mediante o pagamento de uma mensalidade, poder\u00e3o ser a op\u00e7\u00e3o mais indicada para quem deseja sites verdadeiramente din\u00e2micos e personalizados a cada utilizador, como o <a href=\"https:\/\/www.hubspot.com\/products\/cms\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot CMS Hub<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>HubSpot CMS Hub<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>WordPress<\/strong><\/td><\/tr><tr><td>Otimiza\u00e7\u00e3o Mobile<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Depende do theme escolhido<\/td><\/tr><tr><td>Otimiza\u00e7\u00e3o SEO<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Necessita de plugins adicionais<\/td><\/tr><tr><td>Cria\u00e7\u00e3o de CTA<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Necessita de plugins adicionais<\/td><\/tr><tr><td>AMP<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Necessita de plugins adicionais<\/td><\/tr><tr><td>Importa\u00e7\u00e3o de blog<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Depende da plataforma de origem<\/td><\/tr><tr><td>Cria\u00e7\u00e3o de conte\u00fado Drag-and-Drop<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Necessita de plugins adicionais<\/td><\/tr><tr><td>Testes A\/B<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Necessita de plugins adicionais<\/td><\/tr><tr><td>Anal\u00edtica integrada com CRM<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Necessita de plugins adicionais, dependendo do CRM<\/td><\/tr><tr><td>Conte\u00fado din\u00e2mico nas p\u00e1ginas<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2714\ufe0f<\/td><td class=\"has-text-align-center\" data-align=\"center\">Necessita de plugins adicionais<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2 &#8211; Comunique a sua proposta de valor<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tente construir um site que <strong>transmite claramente a proposta de valor do seu neg\u00f3cio<\/strong>. Este dever\u00e1 ser o foco das principais p\u00e1ginas do site &#8211; as pillar pages -, sendo que o utilizador deve perceber rapidamente qual o valor da solu\u00e7\u00e3o que est\u00e1 a ser apresentada e, sobretudo, porque \u00e9 que deve continuar a prestar aten\u00e7\u00e3o ao que est\u00e1 a ler.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A proposta de valor dever\u00e1 responder \u00e0s seguintes quest\u00f5es:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Porque \u00e9 que este site e\/ou empresa existe?<\/li><li>O que posso fazer neste site?<\/li><li>Sou o cliente ideal para este site? Esta empresa responde ao que procuro?<\/li><li>Se eu for o cliente ideal, porque devo comprar a esta empresa?<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Quantos mais elementos nas p\u00e1ginas comunicarem esta proposta de valor, melhor ser\u00e1 o desempenho do seu site.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3 &#8211; Crie o Design e o Copy a pensar no utilizador<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Todo o conte\u00fado do website deve ser feito a pensar no utilizador. Caso esteja a reformular o seu website, dever\u00e1 <strong>analisar KPI de anal\u00edtica do website<\/strong>, como quais as p\u00e1ginas mais visitadas, em que p\u00e1ginas \u00e9 que os seus utilizadores passam mais tempo ou qual o caminho de p\u00e1ginas que a maioria dos utilizadores costuma fazer. Dever\u00e1 tamb\u00e9m <strong>consultar o hist\u00f3rico de heatmaps<\/strong>, para perceber quais os elementos que atraem mais a aten\u00e7\u00e3o do seu p\u00fablico ou quais as sec\u00e7\u00f5es que despertam maior interesse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Caso esteja a criar o seu site de raiz, <strong>envolva o mais poss\u00edvel os seus clientes atuais, fazendo entrevistas e recolhendo o seu feedback<\/strong> e ideias de melhoria ao longo dos v\u00e1rios passos de cria\u00e7\u00e3o do website. Tente colocar-se no papel dos seus potenciais clientes, antecipe as quest\u00f5es que eles ter\u00e3o e utilize o conte\u00fado e o design do seu site para lhes fornecer uma resposta.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4 &#8211; Crie uma navega\u00e7\u00e3o intuitiva<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A navega\u00e7\u00e3o \u00e9 um dos elementos mais importantes de qualquer website. Se o seu site for demasiado confuso e os utilizadores n\u00e3o conseguirem perceber r\u00e1pida e claramente onde ir\u00e3o obter aquilo que procuram, ver\u00e1 o bounce rate a aumentar e a taxa de convers\u00e3o a descer, ou seja, eles simplesmente desistem e poder\u00e3o converter, mais tarde, num site da concorr\u00eancia. <strong>O ideal \u00e9 que o seu menu n\u00e3o tenha mais do que 7 elementos e que todo o conte\u00fado do site possa ser consultado, no m\u00e1ximo, em 3 cliques<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5 &#8211; Inclua mecanismos de capta\u00e7\u00e3o de leads, como formul\u00e1rios e Call-to-Action<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m de prestar informa\u00e7\u00e3o sobre o seu neg\u00f3cio, <strong>o seu site deve conter mecanismos de capta\u00e7\u00e3o de leads, como formul\u00e1rios e call-to-action<\/strong>. Para gerar leads de Marketing, \u00e9 importante que, al\u00e9m do conte\u00fado ungated (ou seja, dispon\u00edvel para todos os utilizadores, sem pedir nenhum dado pessoal em troca), presente, por exemplo, em blogposts, haja conte\u00fados de <a href=\"https:\/\/liminal.pt\/martech-magazine\/inbound-marketing-como-contribui-sucesso-negocios\/\" target=\"_blank\" rel=\"noreferrer noopener\">Inbound Marketing<\/a> em formato gated (ou seja, que apenas podem ser consultados depois do utilizador preencher um formul\u00e1rio com alguns dados) em diversas p\u00e1ginas do site. Isto ir\u00e1 facilitar que os seus potenciais clientes acedam mais facilmente a conte\u00fados que s\u00e3o relevantes para a fase da jornada de decis\u00e3o em que se encontram e, assim, estabele\u00e7am uma <strong>rela\u00e7\u00e3o de proximidade com a sua marca<\/strong>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m do foco nas leads de Marketing, atrav\u00e9s de conte\u00fado gated, dever\u00e1 tamb\u00e9m incluir no seu site <strong>formul\u00e1rios para captar leads de Vendas<\/strong>. Estes formul\u00e1rios facilitam que os utilizadores que se encontram nas \u00faltimas fases da jornada do cliente <strong>iniciem, proativamente, uma conversa com a sua empresa<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tamb\u00e9m <strong>os Call-to-Action (CTA) devem estar presentes em v\u00e1rias sec\u00e7\u00f5es do website<\/strong> e devem dizer, exatamente o que o utilizador ir\u00e1 obter ao clicar nele. Alguns exemplos de CTA que melhoram as taxas de convers\u00e3o:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Solicite um Convite<\/li><li>Obtenha gr\u00e1tis<\/li><li>Compre j\u00e1<\/li><li>Solicite o seu Free Trial<\/li><li>Subscreva j\u00e1<\/li><li>Comece agora<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">6 &#8211; Personalize o seu website ao utilizador que o visita<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A experi\u00eancia do cliente \u00e9 cada vez mais importante e deve ser o foco de todos os canais de comunica\u00e7\u00e3o da sua marca. Como tal, <strong>o website tamb\u00e9m deve fornecer uma excelente experi\u00eancia aos seus clientes<\/strong>. Segundo um estudo feito pela <a href=\"http:\/\/www.walkerinfo.com\/customers2020\/\" target=\"_blank\" rel=\"noreferrer noopener\">Walker<\/a> no fim de 2020, <strong>86% dos clientes est\u00e3o dispostos a pagar mais para obterem uma melhor experi\u00eancia de cliente<\/strong>. Ou seja, se a sua concorr\u00eancia oferecer uma melhor experi\u00eancia, ir\u00e1 perd\u00ea-los, mesmo que os seus produtos e servi\u00e7os tenham um pre\u00e7o mais baixo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como garantir que o seu site oferece a melhor experi\u00eancia de sempre? <strong>Ao oferecer conte\u00fado din\u00e2mico e personalizado \u00e0 pessoa que o visita<\/strong>. Plataformas como o <a href=\"https:\/\/www.hubspot.com\/products\/cms\" target=\"_blank\" rel=\"noreferrer noopener\">CMS da HubSpot<\/a> permitem mostrar diferente conte\u00fados a diferentes utilizadores, segundo os dados que s\u00e3o recolhidos ao longo do tempo no CRM e nos diferentes canais da marca &#8211; desde e-mail, redes sociais e visitas ao website. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Garanta que o seu website oferece a melhor experi\u00eancia<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Enquanto especialistas em MarTech (tecnologias de Marketing) e <a href=\"https:\/\/liminal.pt\/hubspot.html\" target=\"_blank\" rel=\"noreferrer noopener\">parceiros HubSpot em Portugal<\/a>, a <a href=\"https:\/\/liminal.pt\/\" target=\"_blank\" rel=\"noreferrer noopener\">Liminal<\/a> possui todas as compet\u00eancias, tanto de IT quanto de Marketing, para acompanhar a <a href=\"https:\/\/liminal.pt\/produtos\/solucoes-marketing-vendas.html\" target=\"_blank\" rel=\"noreferrer noopener\">cria\u00e7\u00e3o e desenvolvimento do seu site din\u00e2mico<\/a>, desde a fase de estrat\u00e9gia e inclus\u00e3o da proposta de valor no site, at\u00e9 \u00e0 fase de programa\u00e7\u00e3o, personaliza\u00e7\u00e3o e lan\u00e7amento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/liminal.pt\/produtos\/solucoes-marketing-vendas.html\" target=\"_blank\" rel=\"noreferrer noopener\">Fale connosco<\/a> e garanta que o seu website oferece a melhor experi\u00eancia aos seus utilizadores.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/liminal.pt\/produtos\/solucoes-marketing-vendas.html\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2021\/02\/criacao-websites-cta.jpg?resize=646%2C226&#038;ssl=1\" alt=\"\" class=\"wp-image-3386\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2021\/02\/criacao-websites-cta.jpg?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2021\/02\/criacao-websites-cta.jpg?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2021\/02\/criacao-websites-cta.jpg?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure><\/div>\n<div class=\"rtng-rating-total\" data-id=\"3374\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">5 de 5 estrelas. 2 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"3374\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" 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value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"3374\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"644b19a7f0\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/3374\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>Quer perten\u00e7a a um neg\u00f3cio B2B, B2C, ou mesmo se tiver um neg\u00f3cio de freelancing, \u00e9 essencial estar presente online com um website que cative os seus potenciais clientes. Apesar &hellip; <\/p>\n","protected":false},"author":2,"featured_media":3385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3],"tags":[289,71,287,15,146,288,290],"class_list":["post-3374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-5-0","tag-conteudo-dinamico","tag-hubspot","tag-hubspot-cms-hub","tag-marketing-5-0","tag-marketing-digital","tag-websites","tag-wordpress"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Anatomia do Website Perfeito | Martech 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