6
Tips To Improve Your Business Website
by: Mike Moorefield III
There are six important characteristics that can play
a major role on the impact your website has on prospects.
Outlined below is the importance of each characteristic
and tips on how to maximize your potential. It is
always important to tailor everything you do to what
your customer is expecting, doing so will help keep
you one step ahead of the competition.
Convenience – Allowing your customers to make
decisions at their convenience is a very powerful
element. Nobody wants to feel pressured or hurried
into making a buying decision. When a customer can
go to your website, browse your products and services,
and make a purchase at their convenience, you are
satisfying a crucial consumer obstacle -- time. They
don’t have to keep returning to your storefront
every time they wish to evaluate your value. In fact,
most customers do not buy something the first time
they see it. Instead, they must see and consider it
several times before they finally talk themselves
into purchasing. A website allows customers to quickly
review their reasons to purchase something, leading
to a greater number of impulse buys.
Information – A website can allow you to communicate
much more information about a product or service than
an in-store display or advertisement. You can also
control the way the information is presented. Supplying
information in an orderly step-by-step process can
greatly improve the chance of a purchase.
Evaluation – Many customers will not purchase
something without searching for the best value. The
internet allows your customers to obtain the information
they need to feel like they are making an educated
buying decision. Make sure you are using your website
to take advantage of this opportunity. Inform your
customer why your product or service is of the best
value compared to their other options. Always acknowledge
the competition instead of acting like your product
or service is the only one out there.
Guidance – The pages of your website should
guide the customer towards the specific solutions
they are looking for. They should serve to help them
quickly locate what they came to find. Think of it
as a store map located at the entrance of a department
store. The customer can use this directly upon entering
the store to get to the department they are interested
in, instead of wandering around looking for it. Get
their relevant information in front of them quickly
while they are still the mood to purchase. People
buy on impulse. If they have to spend 15 minutes searching
for what they are looking for, that impulse may very
well fade away.
Contact – The internet also allows for another
form of contact with your customer. Some people can
be hesitant about talking to a representative in person
or on the phone if they don’t feel very knowledgeable
about the product or service. Email allows them to
carefully collect their thoughts before sending them.
They feel less awkward about their lack of knowledge.
Again, use this opportunity to gain an edge over the
competition. Go out of your way to educate them about
the product or service.
Entertainment – Use the informal atmosphere
of the internet to entertain your customer. The internet
is used by more people as a means of entertainment
than as a means of business. If used effectively,
entertainment can significantly improve the business
relationship. Provide clever facts, amusing presentations
or even a witty character or mascot to assist them.
However, be sure that the entertainment is used appropriately.
Be sure that is does not obstruct the information
or value you are trying to bestow upon them.
Always use your competition to your advantage. Research
how your competition uses these characteristics to
improve their customer relations. Your website does
not have to be boring just because it is informative.
Create an appeal that will set you above the competition.
The internet can be an extremely powerful tool for
your business, reaching a greater audience than ever
before. A successful business uses a complete arsenal
to reach its market.
------------------------------
Copyright 2004 Mike Moorefield III
Michael Moorefield is one of the founders of ThirdWeb
Solutions, a digital multimedia company specializing
in creating and improving the internet presence for
small businesses. Working with a range of businesses
to establish a prosperous web presence keeps Michael
up to date with online trends not only in a design
& development aspect, but a business aspect as
well. Visit http://www.thirdweb.com for more info.
About The Author
Michael Moorefield is one of the founders of ThirdWeb
Solutions, a digital multimedia company specializing
in creating and improving the internet presence for
small businesses.
Back
to Web Development Articles 1
