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Now that your customers, referral community
and potential clients have visited your Web site, how
do you turn them into fans? To keep your Web site on
their minds, give them content that is fresh, relevant,
and tailored to their needs. A well-visited site generates
interest and excitement. A sticky site becomes a bookmark
and a referral source for your target audiences. Your
customers will find it a trusted information source and
the first place to look for hot deals. Your prospective
employees will find your company a cool place to work.
And your potential investors will gain interest and confidence
in your offerings.
How do you turn your Web site into a regular attraction?
First, make it a priority and budget appropriate resources.
Second, identify featured content areas and create a
development strategy. Third, track usage and evaluate
effectiveness. The task of keeping your Web site up-to-date
and attractive may not be as glamorous as doing the Web
site launch, but the continued enhancement is the driving
force behind exploiting your Web site on an ongoing basis.
Be sure to budget staff time or outsource the needed
talent to take care of the activities.
What content features are good candidates? Focus on
your audiences: what are their interests? What features
will provide the value to bring them back to your Web
site time and again? There are several strategies you
may consider. You can turn your Web site into a trusted
information source. This is a strategy particularly useful
for companies in the business of providing expertise
and for any business where customers buy based on trust.
Your potential clients may evaluate the quality of your
Web site content and gauge your expertise. Be sure your
Web site reflects your level of knowledge and position
in the industry.
How do you build your Web site into a trusted information
source? At the very least, make sure the information
about your offerings is accurate, complete, up-to-date,
and free of typographical errors. Focus on the technology
and application of different products monthly or weekly
so your customers can learn about them up-close. Feature
tips of the month so users can find an easier way to
do their tasks. If your industry follows a seasonal calendar,
such as periodic maintenance, tax dates, or reporting
schedules, remind your customers and help them plan and
prepare for these activities. Become the eyes and ears
of your customers. Let them be the first to know about
important industry trends, new and nifty products, emerging
technologies, and other noteworthy happenings. Craft
out a What's New column to give your visitors the sense
of anticipation that says your site is the place to pick
up new information.
Another idea is to turn your Web site into the place
where great deals can be found. If your business has
regular sales, seasonal specials, and clearance items,
be sure to advertise them on your Web site first. You
can also plan promotions around your Web site. For example,
do a Web-only special. Or, give a special discount for
people who refer customers to you through the Web. Send
a gift to visitors who answer your surveys online. Provide
online coupons that customers can print and redeem at
your stores.
Involve your visitors in building a community online.
Invite your visitors to ask questions, provide suggestions,
and interact with other users. Provide a message board,
compile their ideas, poll their opinion on interesting
topics, and invite them to join in online chat events.
Be sure someone in your team is responsible for facilitating
the conversations online, monitoring messages, and quickly
answering questions posted online.
Remember, your customers and friends are interested
in your company. Let them know about your new products,
new employees, new technologies, and special recognitions
your business has received. Post your press releases
online. Be sure to invite your visitors to attend seminars
you hold, conferences where your team is featured, and
trade shows you participate in.
The third step in your Web site enhancement plan is
to evaluate the effectiveness of the content features.
Use Web site traffic statistics to track which pages
are the most popular, what features are the most attractive
and generate goodwill, and which promotions bring in
the most visitors and result in the most sales.
You can turn your Web site from a business expense into
one of the best investments your business has ever made.
Building a great Web site is only half the battle won.
To fully leverage your Web site, budget needed resources,
develop a content update and enhancement strategy, and
evaluate which features work best. With consistent effort
you will find your Web site your best advertising vehicle
and referral source.
Copyright Eva Chiu and InfoAdvantage.
E-Business
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