Customers and potential customers visit your web site with
expectations, and it is crucial for you to cater to them
in order to have your business thrive. Local customers already
familiar with you might be willing to overlook small errors
or discrepancies, but first-time visitors tend to be less
forgiving and will move on to the next business down the
line if they find yours lacking. As a general rule, it is
good business and marketing practice to proof your web site
for text accuracy and effective presentation.
Marketing plays a major role in how you fashion your web
site, as it dictates how you want your site arranged and
what you want your customers to retain. Just because you
are a small, local company does not mean you have to think
that way! Strive for exceeding even your own expectations
and that will impress customers enough to keep you in mind
for what they came to you for in the first place—seeking
your business.
Pleasing Your Customers
1. Satisfy their curiosity. Having clear
explanations of what your company advocates, how it runs,
and how customers can contact you will allow customers to
verify how well you know the industry or products and they
will have confidence in knowing you are honest and legitimate.
Time is precious to all, and no one wants to spend an excessive
amount of time wading through your web site to find what
they want. Keep your graphics small enough to view comfortably
so that they appear shortly after arriving onto your site.
Include all pertinent information about your products or
services where customers will know within the first few minutes
of reading.
2. Woo them. An eye-catching, appealing
web site is easier on the eyes and encourages a quick read.
Use text sparingly, elaborating on what is necessary. Tools
they can use to navigate through your information will also
provide a higher level of interest, such as inserting a search
feature to allow customers to search through your web site
by typing in keyword phrases. Tailor your marketing to the
nature of your industry. If you are a realtor, include an
interactive mortgage calculator; if you offer audio or video
services, you can include small sample sound bytes and videos
for customers to preview at the click of a mouse; if you
sell sports gear, allow customers to get 360 degree views
and be able to zoom-in or out with products.
3. Offer to help. Knowing that you are
there to assist them at any point during their visit to your
web site lets them know you are truly dedicated to welcoming
their business. Offer email support, a local or toll-free
customer service line, or a self-help section with a list
of the most popular questions and their answers.
4. Include reviews. Customers’ opinions
rely heavily on what others have to say about your services.
Successful marketing involves including feedback from past
customers to build new customers’ faith in you.
Following those steps, your local company will join the
Internet age—and will stand to grow in its success
among the rest of the crowd.
Copyright 2005 Jennifer McGroary
Jennifer McGroary is a WAHM who has been operating her own
home-based web design and consulting business since 1999.
Jennifer helps local small businesses, family-owned, & home-based
businesses maximize their profits without spending money
on advertising. To learn more, visit
http://www.cssites.com
