On the Online Success Center we are always urging small and medium business owners to create a web presence for their company. In an increasingly digital world, audiences in every business industry are doing more research online before buying a product or service. As mentioned in other posts, online Web-building applications such as 1&1 MyWebsite make it easy for business owners to get started with their website. Once the website is established however, it is important to use it to your advantage as best as possible. Not only is it important to make sure your website is seen and found by your target market, it is important to use the site as a sales tool to get the most out of your investment. In this article we will outline a few ways that you can use your new website to get the most success for your business.
Showcase your products with high-quality, original photos.
Think of your website as an interactive product catalog. The Internet provides the opportunity to quickly adjust and display different photos of products based on what you wish to promote. The use of stock images (generic photos you can purchase online) can be tempting since they are a quick and usually inexpensive option, but try to use as much original photography as possible. Your customers are trying to learn more about your business and what it offers, so specific photos, or even video, of your company is the best practice.
Be as informative as possible.
Along the same lines as using photos, you should be sure to include all the information that your customers might be looking for when visiting your website. Product pages should have good descriptions covering any of the details that might be important to your target market, and you should also include any other information about the company that is useful for them to know. Customers use the Internet to research before they buy. A successful website will answer their questions before they even ask them.
Why is your company better than your competitors?
Part of the information to include on your website could be a comparison with other businesses that your audience might be considering. As a customer weighs multiple companies before making a purchase, you can make the decision easier for them by answering the question of why your business is the best choice. List any reasons why your product or service is better than the competition, and the benefits they will receive by buying from you.
List your contact information.
This point cannot be stressed enough. What good is a sales tool if you give your customers no way to get in touch with you? Be sure that your relevant contact information (address, phone number, hours of operation) is prominently displayed on every page. When your customer finally makes a purchase decision, you want them to be able to find your information and contact you with very little effort. From there, it’s important to be responsive. If you receive a sales lead and take too long to follow up, you could lose their interest.
Photo Credit: ©iStockphoto.com/alexsl