Your business needs a website. That’s important. But even more importantly, your website needs a business.
You can’t just slap up your name in cyberspace and call it good. You need to have a clear and specific strategy for how you’re going to use your website to help your business.
You need a plan:
- Educational Marketing – You could use your website to education potential customers about your industry. You offer insight and knowledge and build trust with potential customers.
- Customer Service – You could put your site to work as a 24/7 customer service representative. Pack your site with instructions, FAQs, tips and anything that will answer customer questions. You could pair it with the more immediate response of Twitter or other social networking sites to give it a more relational feel and answer questions that don’t fit the standard mold.
- Offering Value – You could offer extra value on your website with special deals, coupons, or incentives your customers can’t get anywhere else. Amazon offers value by being cheaper, easier and having a wider selection than any brick and mortar bookstore. If e-commerce isn’t your thing, maybe you’re offering free resources that give customers value and establish a lasting relationship.
Whatever you do, make sure your website has a strategy. The last thing you want is the digital equivalent of a phone book listing.