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What Customers Expect from Your Web Site
Copyright 2005 Jennifer McGroary
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.
About the author:
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
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