Tips for an Effective Marketing Website

Let’s analyse exactly what a website does for your business.

In a traditional retail business shelves will be stocked with appropriate items for sale within the niche or specialism served by that particular business. The shop window will have been laid out to display the best and most popular products, brands, etc. to attract people into the shop, at least to browse if not to buy. Once in the shop the customer will have a shop assistant or shop owner on hand to give advice and answer questions, make recommendations and help in any other way necessary. If a customer decides to make a purchase the item will be handed over (probably wrapped for ease of transportation by the customer) and payment made. The shop owner will usually point out the guarantee and after-sales service available and sends the customer on his/her way with a cheerful, “Goodbye! I hope to see you again soon. Have a nice day!” The happy customer then leaves the shop with the new purchase tucked under his/her arm; – unless it’s a hat! A good, effective website should do exactly the same! All that a traditional retail outlet offers, your website should offer too.

Your webpage should be like a shop window. It makes it clear to passers-by exactly what line of business you deal in. It should be eye-catching and attractive making the casual observer want to look more closely. Don’t forget, most visitors to your website arrive there more-or-less by chance, so what they see should catch their attention and fire their interest. If that doesn’t happen they will simply move on to other websites until they find one which does raise their curiosity. Make your shop window interesting and they will then enter your shop.

Once in your shop, there should be plenty of options to divert them, whether in the way of products, information or just issues of interest. As I have said in previous articles, your website should be much more than just a sales pitch. It should engage with your visitor and give them plenty to look at and explore. The longer you can keep people on your site, the more likely they are to return and, ultimately, make a purchase. Another essential on a website is a form to encourage them to leave their contact details. This will often be done by a Signup Form linked to an Autoresponder. One of the best and most widely used incentives to get a customer to leave their details is to offer a free gift of some kind (usually a download) which can be in the form of a report, e-book, audio or video file. It must be an item of clear value given in exchange for their name and email address. You will find equivalent offers in shops; – two for the price of one; discounted goods; etc. With the special offer the shop owner will be left with the customer’s details.

Any products that you do have for sale should be clearly explained so there is no doubt in the customer’s mind precisely what it is you are offering. The 100% money back guarantee (an essential in online business) should be prominently displayed so it is clear that any purchase is a “no risk” purchase. If a customer needs to know more, or has questions about anything for sale, your website should have a means of contact to deal with those issues.

When a visitor decides to make a purchase it goes without saying that your website must have a payment system which will suit all customers. There are a variety of possible options. PayPal is obviously very popular and has payment options for people with PayPal accounts of their own, plus the option to pay by Credit or Debit Card. Any purchase should be followed up by an emailed “Thank You” message which is effectively a “Goodbye! I hope to see you again soon. Have a nice day!” salutation.

To reiterate, everything a high street shop can offer, you too should offer via your website. The visitor or customer must leave feeling that they have had a happy experience. That way they are more likely to return again; – and again; – and again!