Public Relations Articles

Website Savvy: 10 Key Steps to Turn Your Customers ON!

"How to turn "slightly interested" customers into "I've got to have it!" customers!"

I am truly amazed as to the lack of information websites contain. You would think that a business would realize that a potential customer would at least like to know how to contact the customer service department. But, you'd be astonished at how many times I've actually come across NO information on the business except "place your order here". That truly leaves the customer with a feeling of abandonment. Since I visit so many websites throughout the year, I wanted to list some of the top 10 things I look for when making the decision whether to purchase or not.

Number 1: Include some type of contact info.

You need to make sure the customer has some type of information to contact you after the sale. If you happen to work out of your home, think about getting a post office box or a mail station. I realize that still doesn't tell the customer your physical address, but it's always nice to know the city, state, or even country of the company involved. And by all means, add a phone number to this list.

Number 2: Update your website often.

If you list your copyright or other dated information, make sure it is changed on a regular basis and includes the current year. Nothing is more frightening than to purchase from a website selling e-books or software that is older than a few years old. It always makes me think I'm getting old information that was written for a different set of problems. Now I know that copyrights should have the year they were developed, but list the year it was established plus the current year. For example, list your copyright like this - © 2000 – 2004. Customers won't enter their personal information (especially credit cards) on a site that looks like it's been abandoned. So, take a long look at your site and see if something needs to be freshened and brought up to date and then do it.

Number 3: Make your benefits clear.

Most companies will list the product or service features, but that doesn't tell a potential customer how this will help solve their problem. The best sites I've visited, not only list the features, but have a separate list detailing the benefits for each. It's easy to say you're the best in your field and you're the only ones that do "this" – whatever your "this" is, but go a step further and tell the customer what that means to them. In other words, what's in it for them? If you have trouble defining your benefits, ask the one person that would know best – your customers! If they are happy with your products or services, they will be able to tell you what problem it overcomes and the benefit they receive. Besides, what better way to find out how you're doing in servicing their needs?

Number 4: Watch for broken links.

How many times have you tried to click on a link and it goes nowhere? It's sometimes hard to believe that when we develop our websites and include working links, in a short period of time the links become broken. Why would this happen? Well, if other sites are like ours, they are always changing the information included on the site. In other words, the page link you have listed on your website might get renamed without the benefit of a redirect link attached. Then if your customer clicks on that link, they will be left to wonder just how old this information might be. The best way to stay on top of this is to check your links often and ask the visitors of your site to report back to you if they find a broken link.

Number 5: Make it easy to purchase.

If you're doing business on the internet, you'll need to have some way for your customers to pay. The best way is to accept credit cards. If you don't have a merchant account already, the easiest way to get set up immediately is through services like Pay Pal, Clink Bank, and 2Checkout. But, you still need to add other convenient ways to shop for those that prefer not to purchase online. Make sure you list a mailing address, a phone number, or even a fax number they can send their payments. You'd be surprised at the number of individuals and companies that would prefer to send their payment (even if it's a credit card purchase), rather than send their personal information over the internet.

Number 6: Don't use pushy sales talk.

You'd be surprised at how many times I'm shopping on the internet that I find people using the old tactic "buy right this minute or you'll never see this price again". I know that's now going to make me buy immediately, in fact, it will probably cost that company my business. I don't like to feel "bullied" into buying anything. Now that's not to say that you shouldn't run a sale occasionally. But, if you do, list the time period of the sale for everyone to see. Just make sure you don't tell every customer that visits that they must purchase now (today), because most customers will price shop and compare products before they purchase.

Number 7: List your guarantee.

Everyone wants to feel that if a service or product they've purchased is not up to the standards or expectations they thought, that the company will take care of them. And because of that, you should always list a guarantee. It doesn't have to be a lifetime warranty, but it should be a reasonable amount of time or a reasonable procedure to follow in order to return an item. And better yet, if you have the type of service or product that you could allow a limited amount of time for a "test drive", it will decrease the apprehension some people have about doing business with someone they don't know.

Number 8: Include your privacy policy.

This is one of my big pet peeves. I want to know how my personal information or email is going to be used. I always read the privacy policy before entering any of my information. If I feel like my privacy is not going to be protected, then I move on to the next company. So make sure you list yours and make it easy to obtain.

Number 9: Include a terms and conditions.

This is also a way to convey to your customers and potential customers how your company does business. This is the place to list exactly how you do business and in what conditions you will offer a refund or replacement. You have to take into account that the majority of your customers or not looking for something for nothing. Now I will admit there will always be a small percentage of your customers that will try to take advantage of you, but you'll find most customers just want to be treated fair and know you'll take care of them.

Number 10: Explain all the steps in making the purchase.

After they've purchased, do you tell them what the next step will be? Will they be able to download their purchase? If so, how long before they'll know where to log in? Or, if you ship your product or service, when can they expect delivery? These are just a few of the things you should let them know as soon as they purchase. Nothing can be more frustrating than to make a purchase and then have to call the company a week later wondering where your order is. Make sure you explain each step and show them what great customer service you provide right from the beginning.

That's my favorite list of how I like to do business online and I hope these 10 key steps will help you as you develop your company online. Just remember, treat your customers with the same great care you like offered to you and they'll keep coming back for more.

About The Author

Website Savvy: 10 Key Steps to Turn Your Customers ON! by – Carmen Wisenbaker, President of Penworth Publishing, http://www.penworth.com Carmen has been in the publishing industry for more than 23 years. Because she has so many subjects that have to be researched, she spends a good deal of her time on the internet. Many times when looking for products to purchase, she comes across many websites that tend to hinder the sale. This article covers her favorite pet peeves about what to do and what not to do, in order to get your customer to purchase online. You may use this article in your newsletter as long as the contact information is included and the article is used "as is" with no alterations. © 2004 Carmen Wisenbaker.

This article can be viewed online at http://www.penworth.com/web_savvy.htm or sent by an auto-responder at article622@penworth.com

carmen@penworth.com

Other Article Sites

findabook.com  moneycd.info  a-mortgage.info   about-lemon-laws.info  aboutstudentloans.info
all-about-publishing.info  auctions-articles.info  bestcollege-university.com  bestispconnection.com
biblefolder.com  blogger-website.com  books-used.info  brokers-guide.info  buywindows.info  cable-dsl.info
career-miner.com  carpel-tunnel.info  cashinaflash.info  cashloanreviews.info  casinobell.com  chat-house.info
clearmycredit.info  collegeloantips.info  crones.info  depression-articles.info   dirnic.net  dishguides.info
divers-below.com  expodog.info   financewizz.com  fire-insurance.info  getgood.info  handleit.net   it-idea.info
health-supplies.info  hosting-right.com  insidealert.com  insurance-facts.info  jobs-employment.info
justgood.info  lookgold.net   lowcost-travel.info  money-source.info  myhostzone.info  numisblog.com
peoplesearchfinder.info  pr-articles.info  realeas.com   refinancing-guides.info  spyware-remove.info
telelot.info  the-law.info   toppaid.info  travel-deals.info  travelcorrect.com  wedding-guide-site.com
your-blog.info  your-credit.info

MORE ARTICLES:

Three Simple Keys Will Make Your Customers Stick
Do you spend a lot of time and energy courting prospective new customers, hoping to pump up your bottom line? If so, you're probably missing an untapped source of sales that exists right inside your company -- there's truth in the statement that your customer list is your most valuable asset.There's a gold mine of opportunities to make easier sales and create a loyal following of customers that will return time and again by using your existing customer base to grow your sales.

Do Your Customers Give You More Referrals Than You Can Handle?
Are you determined to grow your business without working harder? By automating your follow up plan, your prospects and customers can be your biggest source of free referrals.

Mortgage Leads, Grab Your Customers Attention
If you are a mortgage broker or loan officer and you are currently buying mortgage leads, or you are thinking about buying mortgage leads, here are a few ideas on how to get your customers attention.

Preparing People for a Career in Corporate Communication and Public Relations without Leaving Their Home; Drexel University Online Adds Another Progra
Drexel University Online, a pioneer in Internet-based education programs and subsidiary of Philadelphia's Drexel University, has added yet another online program to its degree offerings, an online Bachelor of Science Degree in Communication.

BuyOnlineNow.com, Online Office Supply Superstore, Introduces Brand New Intelligent Search Engine To Their Customers
BuyOnlineNow.com - Online office supply superstore BuyOnlineNow has implemented a hyper-intelligent search engine into their internet store. The new search utilizes advanced algorithms and intuitive technology to provide the best possible results based on the specific search terms.

Lonestar Turn-Key Systems Selects Payment Vision® to Offer Electronic Payment Gateway Services to Customers of Its Debt Recovery System, WinDebt®XL C
Lonestar Turn-Key Systems, one of the leading providers of receivables management software for the debt collection industry, announced today that customers of its debt recovery software, WinDebt®XL, will have access to the gateway services of Payment Vision®, the popular payment gateway powered by Autoscribe Corp.

Omosaze, Inc. Partners with Merocuné Marketing & Public Relations to Raise Funds for Reading Saturday
Nonprofit fundraising specialist Merocuné Marketing & Public Relations contributes strategic expertise to Omosaze, an organization dedicated to eliminating reading difficulties for early elementary children in the Atlanta area.

Sparkling Image Helps Retailers Show Their Customers How Much They Care
Sparkling Image (www.sparkling-image.com) helped convenience and petroleum retailers at the 2007 Outlook Leadership conference understand the tangible impact clean restrooms can have on their bottom line. In addition to providing a necessary service, clean restrooms also send an important "we care" message that translates into competitive differentiation, increased business, and better customer relations.

HRmarketer.com Revisits the "New Rules" of Marketing and Public Relations in July 17 Webinar Featuring David Meerman Scott
The thought-leadership strategist will show HR suppliers how to target buyers directly via blogs, podcasts, search-optimized press releases and other forms of viral marketing

Cablevision Launches '44 Days in HD, on iO TV (SM)' Countdown, Saluting the 44 High-Definition Channels Available to iO TV Customers, Without Any Ex
ESPN HD kicks off campaign as the first HD "Channel Of The Day". Each of iO TV's 44 HD channels will be recognized with daily press releases, TV and online banners, and more.

Restaurant Cops, LLC Adds Blogging to the Web Site, Allowing Restaurant Owners and Customers to Communicate with Each Other
Restaurant Cops, LLC adds a blog page to its web site, allowing restaurant owners and restaurant patrons to communicate with each other, regarding likes, dislikes and other concerns. Restaurant owners can now review what customers say in real-time. Tracy Marsh-President says, "the blog page will offer several new questions on a monthly basis, allowing plenty of time for restaurant patrons and owners to respond. This new (free) service will provide restaurant owners valuable information on what is said about their facility, service, food and management in real-time."

Segway Trade-in Program is Incentive for Repeat Customers
Now might be the best time of year for Segway owners who are thinking of "trading up" to unload that older unit and pick up a brand new electric Segway.

Schwartz Communications Launches Search Marketing Service : Allows Clients to Integrate SEO and Pay-Per-Click Programs with Public Relations Campaig
Schwartz Communications, Inc., one of the largest independent public relations agencies, today announced an integrated search marketing service. The service combines search engine optimization (SEO) and pay-per-click (PPC) advertising with public relations campaigns. The enhanced program helps companies raise awareness and drive the right traffic to their websites.

Educating Your Customers
One of the biggest marketing mistakes businesses make today is failing to educate their prospects and customers about the unique advantages that are being offered to them. The cornerstone of any marketing plan should be to educate your customers.