Keep Your Customers Coming Back

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Too often, companies are content to put up a web site and forget it, expecting it to generate an ongoing flow of eager visitors. This just does not happen for the long term. In order to bring visitors back you must give them something new to look at. Not doing anything is akin to going to the dentist’s office and seeing the same stack of magazines every time. It doesn’t take long for that stack to be completely ignored. The same holds true for web sites. If your visitors keep seeing the same old – same old, they will quickly disappear and not come back. It takes enough time and effort to get visitors to your site in the first place, it only makes sense to take a little more time and effort to keep them. Consider the following and how they can help.

Newsletters – Create an on-line newsletter with promotional material featuring new information about your product or service, trade news from your particular demographic, feature articles about customers, including stories and testimonials from them.

Create a Blog – Write topical articles about issues in your industry or area of expertise on a regular basis and post them to your web site. You can also invite guest commentaries from other people in your industry to provide different perspectives on relative business issues.

Add Social Media – Small businesses all over the world have been discovering the ways social media can contribute to success and growth in all areas of their companies. Social networks like Facebook and Twitter have tools that allow you to communicate the right kind of content to your audience. Using social media allows your customers to connect and interact with your business on a more personal level. If you already have an established brand, social media can be an opportunity to further develop your brand and give your business a voice.

New Product or Service Announcement Page – Dedicate a page on your site to announce a new product or service you are providing. You can also use this page to announce new personnel that you would like to introduce to your customers. It’s always generally a good idea to date your announcements to indicate how current they are.

Up-To Date Product of Service Listing – Always keep your product and service listing current. Nothing damages a company’s credibility than to have a prospective customer inquire about a product that was discontinued last year. It’s also advantageous to display a statement indicating the date of the last update or revision. If your listing is for a specific time period, you should indicate what that period is and be sure to plan your next update to take effect at the expiry of the current one.

Feedback Form – Encourage customer feedback by asking their response to your newsletter, articles, customer service, and of course your products or services you provide. You can also include a brief survey form. Most importantly, be sure to provide ample choices to contact you by listing your address, phone and fax numbers, as well as an e-mail address. Above all, show the visitor you are interested in their comments.

Customer Service – Use interactive forms to provide a higher level of service to your customers via:

  • On-line request for initiating a repair process
  • Request for Quotation form
  • Request for product or service information form
  • Feedback form for a service performed

FAQ’s – Provide a list of Frequently Asked Questions about your company, product or service that will provide customers information on critical issues. Keep the list current by using questions and responses from Feedback and Customer Service forms.

If you know what your readers want, but don’t give it to them, why would they keep coming to your site? If your site has anything at all, make sure that it has compelling content. People will return to a site that is interesting and useful even if it doesn’t use the latest tricks or features.

Whether you’re planning on creating your own web site, or redesigning and modernizing your current site, you must put some serious consideration into your user interface. You can spark some interest by experimenting with elements to give users a unique experience, but be sure to balance it with some familiar components to make people feel comfortable. When searching for ideas, look no further than the types of sites you frequent, what kinds of functions they provide, and how they make it easy for you to use them. No matter what your ultimate goal, looking after your users with a quality interface goes a long way towards your eventual success.