Creating an online presence establishes your business as a trusted leader in your industry. Your website is the most accessible advertising platform that your business has, so it is important that you are connecting with your customers and making a great impression. Here are some important elements that your website should utilize to connect with people who are searching for your product or service.
Improve your visibility
Use your website to show your customers who you are. Many online retailers provide few details about their team and where their business operates. Just like establishing a business relationship in real life, customers like to know who they are dealing with. Transparency builds trust, and trust is an important element of consumer confidence. If you have been in business for many years, share some of your history to re-enforce your credibility. Not sure what to include? An online marketing expert, like Yodle.com, can help you to make the most out of your online presence.
Map your location
If you have created a website to support a bricks and mortar location, be sure that potential customers are able to find you. Many people like to research products and services online but still prefer to conduct the transaction in person. Make sure that you are visible to customers in your area. You can include a map, written directions, and any additional information that will make you easier to find and let people know that they are welcome to stop by your location.
Answer frequently asked questions
Your industry knowledge gives you the ability to anticipate questions that your customers may have. FAQ are commonly used to answer questions related specifically to the business, but you can also use a FAQ page on your website to re-enforce your industry knowledge and provide useful information. For example, if you are a florist, answer questions that are relevant to the products that you provide. What kind of flowers are ideal for a spring wedding? What type of arrangement is most suitable to send to someone in the hospital? This will prompt your customers to follow up with you if they have additional questions on some of the topics that you have covered on your website.
Encourage engagement and be assessable
Not all customers communicate the same way, so it is important to provide several contact methods.  Providing an email address and phone number are essential. If you do business in multiple time zones, make sure that your business hours are clearly stated so customers know when they can expect to reach someone. Have an answering machine available for calls that come in when you are closed. Many businesses are also including a chat feature on their website. This is a great tool for customers that just want to ask a quick question and get an answer right away.
If you add this service to your website, be sure to have someone available at all times to respond to chat messages. Accessibility and communication is the key to turning online visitors into loyal customers.
Amber Davis is a veteran in marketing. She enjoys writing about traditional foundations and emerging techniques on business and marketing blogs.