Web Site Tip of the Month

This Month's Tip - Can You Deliver the Punch?

Last time I talked about people disappointed with the performance of their website. When websites were brand new and only a few businesses had them, it seemed that you could just throw your url out there and the orders would roll in.

Yeah, right. Now some people are saying why bother with a website when everyone else has one too. But you wouldn't get rid of your telephones just because your competition has them. In fact, that is all the more reason to make sure you have a website, too. But are you getting the bang for your buck?

Set it and Forget it

A lot of people think of their website as a kind of necessary evil. They need to have one but they don't want to spend a lot of time thinking about it. "Let's put some basic information about us, our services/products, contact info and then we're done forever!" These people are busy. They are also missing a great opportunity.

What these business people are forgetting is that their website represents their business 24 hours a day, 7 days a week, days, nights and holidays. That's a lot of power that is all too often squandered.

Too many people think of their website as a kind of internet yellow pages ad: short and static. They miss the potential that a website has and they miss the opportunity to provide depth to their prospective customers about themselves and what they have to offer.

Pick Me, Pick Me

A website needs more than just your basic stats. That's a good start but it won't bring home the bacon. Your website needs to answer the question "Why?"

Why pick you? Why pick your product or service? And you need to be specific here. It's not enough to say choose us for our quality and our excellent customer service. Everyone is touting that. Why is your customer service excellent? Do you offer free delivery, drive-thru service, no-questions-asked returns? Tell us! Exactly what is the quality difference between your product and others? Is it handmade, longer lasting, more functional? How? Explain it. Show me pictures.

This is an excellent opportunity to educate your customers and potential customers about what you offer. Show them the benefits and advantages to your way of doing things. Take a look at your competitors. What are they offering that your aren't?

Value, Value, Value

You know your business better than anyone else. You have a lot to offer but no one will know if you don't spell it out. A good website gives you that opportunity. You can start by providing value right there in the form of useful information. What are the questions people tend to ask about your products or service? Provide short articles that answer these questions and then expand on them.

By giving this information on your website you are doing two things. You are showing that you are not just in this to take the cash and run but you care about what you do. You are here to provide value for their money.

It also establishes you as an expert in your field. You can provide good advice about not just your products or service but which one is best in different situations. Who wouldn't prefer buying from an expert?

It's a tool, Use it!

A website is just one tool in your bag. But unlike print or radio ads, a website allows you give people the detail they need to choose you. It also provides the flexibility to change and add to it whenever you need to. Got a new product? Improvements? Tell us about it!

We have just scratched the surface here. Next time we'll get into a little more detail about details and also discuss features that you can add to your website, like blogs.

Remember, on the web, your web site is you

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