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With the explosion of the Internet came the explosion of the communication medium of the website. Although no longer a new concept, it is constantly evolving as new forms of communication are explored and placing your business in the foreground with an easy to navigate and overall informative website is imperative to capturing your target audience. Throughout this essay the website for the global engineering, architecture and environmental consulting company GHD Australia with be reviewed. This website will be analyzed for its effective communication to its audience by applying the six principles of the Locker & Kaczmorek(2010) PAIBOC(Purpose, Audience, Information, Benefits, Objections, Context) principals, which will discussed in more detail later in the essay. This is done in the hope of showing the successful implementation of these principles in the creation of a user-friendly successful communication tool.

Locker & Kaczmorek(2010) term purpose as the message of the website or what should be included in the website and what the company wants to communicate to its audience. One of the main purposes of the GHD website is to provide up to date and informative information on the company to current and prospective clients of what the company’s main purpose is and the diverse business’s it is involved in. It clearly advises the reader that it is primarily a consulting firm across a number of disciplines such as engineering, architects, environmental scientists that serves clients across numerous businesses such as property, water and energy and resources. Another purpose of the website is to give a history of the company and its success stories to build a rapport with the reader and give a human story to the face of the company and make potential customers feel comfortable that the company knows what it is doing. The third purpose it to provide easy detailed information on the current services, projects and also locations of face-to-face company contact, this is done through the ease of use of interactive drop down menus and mouse hover functions(Slevin, 2000).

Understanding the audience is central to the success of communicating successfully Locker & Kaczmorek(2010). For the website to be successful GHD have had to understand the need of their audience and what their expectations of the company are and what their organization is looking for(Castells, 2002). The main audience of GHD would be, however not strictly limited to, companies, government bodies looking for external consulting for projects relative to large engineering projects, architecture and water projects. It is targeted to their target audience in that it is industry relative and the people visiting the website would have a very clear idea in their mind of what type of service they are looking for and the website allows them to quickly discover if the service they are looking for is offered by GHD.

GHD have created their website in hope of offering an informative first point of call for prospective clients and they want to show they are a large established company with resources to offer clients. The information you project to your target audience is integral in whether your communication tool will be a success Locker & Kaczmorek(2010). The website should be informative and should convey a message of confidence of a successful company experience in what they do. With their vision “At GHD, we think beyond tomorrow to anticipate challenges”, it informs the audience that they are a forward thinking company with successful projects under their belt and can look to the future for your company. They have created an informative interactive website, giving as much information as possible on the services scopes the companies covers, the current projects the company is involved in and current markets they are involved. This is done through the effective use of an A-Z dropdown list of services to capture the audience’s attention to...
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