Many business regard their website as a shop window or a selling tool. They want people to visit their website and then contact them to buy a product or service. But put yourself in the customer's place (always the right thing to do in marketing by the way!). Most people browse the internet looking for information and not primarily to buy immeidately. Retailers realised this about 40 years ago, when they moved from counter-service to self-service. They found that people liked to browse and collect information about what was on offer and then come back to buy hours, days or weeks later. In fact with the exception of food supermarkets, the majority of customers visiting stores leave without buying anything. They are just researching. But this strategy definitely increases sales in the long run, so successful retailers make their shops as enticing as possible to the casual visitor.
Now the very best retailers have staff on hand to answer questions, advise and give the customer enough information to make an informed choice. A successful website needs follow the same principles: Don't make it a sales pitch, or a simple list of products or services you have to offer. Provide lots of information of interest to the casual browser, so they'll bookmark it and visit again later when they are ready to buy. If you are a professional service provider, make your site the fount of all knowledge, so that when they want detailed advice that they are prepared to pay for then they'll naturally come to you. Don't fall into the trap of believing you'll lose business if you "give it all away" your rule should be "If it's available on the internet, make it available on your site". They'll find the information they are looking for anyway and they won't be coming back to your site!
On your website you can go a step further and collect the email addresses of people who visit your site, so that you can send them newsletters, updates and items of interest, which will encourage them back to your site. Follow the same rules with your emails. They shouldn't be a sales pitch but they must deliver value - otherwise they are just "junk-mail"
If you need help with your marketing contact Mike Smith on 07789 434184 or email mike@getclientsnow.co.uk
posted by Get Clients Now! @ 4:07 AM
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