by Janene Carey, Hutchinson Software
Most people who ask the question – “What should I put on my web site?” – are really wanting to know “What information should I put on my web site?”
Providing information is hugely important, but it's certainly not the only thing that a web site can do.
Broadly speaking, your web site can be used for:
People want information that is rich and comprehensive. Who are you? What do you have to offer? How much will it cost? Why should they buy it from you? What’s the quality like? What are the features and benefits? What do your previous customers say about you? Prospective customers who want to find out more without making the commitment of contacting you directly should be able to drill-down to the tiniest level of detail in order to totally satisfy their curiosity and assuage any anxieties about the choice they are making. Answer all those frequently asked questions!
They’re interested, and now they want to talk to you! Make it easy for them. Give them as many options as you can: physical address, postal address, telephone number, fax number, email, interactive chat. How about a map? Tell them upfront how fast you’ll respond to an email, and ensure you can achieve that turnaround time. An enquiry form is a good idea if you need to have specific details before you can provide a meaningful response.
If your product or service is information-based, can you make it downloadable from your web site? Do you have any paper-based dealings with customers that could be put in electronic form instead? Can training materials or service information be distributed via the web site? What about an opt-in email newsletter as a way of keeping in touch?
It’s time for action! Can they order or book online? Can they pay online? How will it be delivered? Don’t be coy about shipping costs – there is nothing more off-putting for a customer than having to type in all their personal details before they find out how much extra they will have to pay.
Keywords
Small business; e-business advice; web site; web site content; web site tips;