Know your Audience

Who are your customers? Which ones can you reach via the Internet? Determine their needs and use them as the basis for your website design and content.

The Law of Immediacy

People, who are researching products and services on the Internet, can find you and all your competitors in a matter of minutes. Your competitive advantage now becomes, how much meaningful information can your prospects derive from your website. They need to be able to drill down to the specific detail, relevant to their needs. Once your prospects have qualified you as a potential source, give them an opportunity to take action! You can incorporate a Request for Information form, Request for Quotation or online ordering. Monitor these requests and respond immediately!

Keep it Current

Assign someone in your organization to co-ordinate your Website communications. When you launch a new product, update the website. When you modify a schedule, update the website. Do not let past-dated information stay on your website. Your customer or prospect needs to know they are getting the most current information available from your organization.

Build Trust

Can you build trust and initiate a relationship through the Internet? It is possible to provide each visitor with a unique experience on your website, based on his or her actions during current and past visits. You naturally warm up to a shopkeeper that remembers your name and asks how your last purchase worked out. If you truly cater to your customer’s needs, and personalize your delivery, trust can develop.

Offer an Incentive

Immediacy and universal access (anywhere and anytime) are two of the top incentives for using the Internet. Why not further reward your customers for using your website. If you publish your catalogue on the website, you will reduce your printing, labor and order processing costs by as much as 25% (IBM 1995). Offer an additional 2% discount for orders through the Internet or a free bonus item or free shipping, etc.

Advertise, Advertise, and Advertise

Make the investment to create a world-class website and then let the world know. You need to register with the Internet Search services, business and industry directories and show your website address on every piece of marketing communication that goes out. Use Internet based banner advertising. Run specials and promotions exclusive to your website. Get creative!