Web Site Tip of the Month - March '08

This Month's Tip - Does Your Website Have the Personal Touch?

Are you connecting with your customers on your website or are you hiding behind a slick design and some flashy graphics?

Oh sure, you've taken the time (and a bit of money) to get that beautifully designed website and it's impressive. You keep it updated regularly and it's every bit as professional as a site by your corporate competitors. And every bit as cold.

Another Brick in the Wall?

I'm not knocking a professional looking website. On the contrary, people are just not going to be convinced you know what you are doing if your website looks like your nephew made it. And with a well designed website, it doesn't matter if you are just a 20-person outfit (or 2-person). The equality of the Internet lets you compete directly with a faceless conglomerate.

But this equality can also leave you looking just as faceless. And for some websites, this appears to be deliberate. The thinking in these cases, seems to be "Why let people know we're a little company when we can act like a big company?" They use their shiny new design as a barrier between themselves and their customers. The company is nothing more than some pretty pictures and a slick interface on the web. So why pick you over another glosssy website? What keeps you from being interchangeable with your competitors?

Who Are You?

It takes more than just adding your logo and a catchphrase to establish an identity on the web. You need to let people know why they should choose you over anyone else. Do you have a passion for your product? Share it! Have you been making the product for years? Have you won an award or special certification? Let people know and be specific.

Whether it's a product or service, what do you do that makes it special for your customers. And don't just say that you offer great quality and excellent customer service. Everyone says that and it doesn't mean anything any more. Spell it out. What makes it great? How is it better than what they can get at the next website? Extra stitching? Reinforced rivits? Give examples.

Have fun with your customers. Let your company's personality show through. Do you have a company mascot? Incorporate it into your website. Or create one for your website. It can be a great way to stand out from the crowd.

I'm Gonna Get Myself Connected

Now that customers know who you are, do you inspire confidence that they can count on you if something goes wrong? If they need help or a question answered or even just to make a comment or suggestion, can they do it? Is it easy? No one likes to feel that they are talking to a wall, so why not build a bridge between you and your customers (and potential customers)?

A contact form (or even an email link) prominently displayed on your website lets people know that you want hear from them. Of course, that means that you need to be prompt about answering requests and questions.

We Are Family

But you can go beyond a form. Some websites seek to create a community with their customers by offering a more two-way communication. Right now blogging is very popular and a good way to communicate with those who are interested in your product/service. Your customers can comment on your blogs and really create a great dialogue.

But a blog may be more work than you want to do. There are plenty of other ways to connect. For example, you can encourage your customers to send pictures of themselves using your product and then put them up in a gallery. You can set up contests (holiday theme, most creative use of your product, etc) and post the winners on your website. The possibilities are as unlimited as the Internet.

The important thing, is that you establish your company, as a distinct entity and not just an interchangeable and forgettable website.

Remember, on the web, your web site is you.

V.Sandoval
Web Designer, High Tech Center

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