- Incorporate your business brand into its design, content and features, giving your business a consistent message and appearance.
Your business card just isn’t big enough to provide all the information your clients and prospects need. A website gives one publicly available spot from which your business can identify itself in a consistent manner. Brand consistency shapes what people think of you; this is not limiting, rather it frees you to express your message about services and products within a familiar, recognizable environment. This in turn will bring out trust and loyalty in your customers.
- Facilitate communication from prospects and clients to your business.
Customers often wish to interact with your business in off hours, when you’re not available, or that’s just inconvenient. A contact form, and even online support can bridge communication between your customers and your business. Keeping the conversation going will build trust and loyalty.
- Identify customer benefits of working with or buying from your business.
A 24/7 sales and support mechanism keeps your message out there. A well planned and executed website allows your customers to absorb your message at their own speed, without the need of personal efforts when they’re not needed
- Demonstrate your expertise, through whitepapers, FAQs, and tip sheets.
Whether you find it difficult to “brag yourself up” or just become bored restating the same points over and over again, your website allows you to get the message right, and allow others to find your expertise in their own wan at their own pave.
- Enhance all other marketing. Online and Offline marketing campaigns should direct prospects and clients to an appropriate page on your website
A business website becomes the fulcrum for all your marketing messages. A central point that organizes and delivers your message to your customers, and allows them a place and means to react to it. When all your marketing efforts have a common starting and ending point (the website) it becomes easier to build a business message that, in its consistency, draws prospects to your business.
- Educate prospects and clients, allowing them to interact with you from a more knowledgeable position.
When your customers and prospects have a fuller knowledge of what and why they need, they will become smarter, better consumers of your business products and services. This will deliver prospects into your sales channel who are better prepared and more likely to make a purchase. It will also shorten your sales cycle.
- Provide a mechanism to analyze and evaluate who your prospects and clients are, what they need, when they need it, where they come from and why they need it.
When you better understand you customers, clients, and prospects you will be better equipped to respond to their needs. Responding to their real needs, in useful ways will create trust and loyalty.