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DOES YOUR WEBSITE ENGAGE THE CUSTOMER?

The Key to a Successful Website Begins With Relationships.

By Phillip M. Perry

One of the most common mistakes in website development is a failure to engage the customers who visit.

"Websites are like relationships," says Eric J. Berrios, director of interactive services at Erin Edwards, a web page consultancy in Glen Head, NY. "You want people to come back to your pages again and again."

Here's how: Create as much interaction as possible with visitors to your site.

Start by personalizing your site. Include information about the individuals who run your company. Sites without this information seem cold and fail to excite the customer.

Include a form that allows the customer to email you messages. Ask for feedback on your site. How can it be improved? Made easier to use? What information would the customer like to see added to your site? This can set up a dialogue that will make the customers feel much closer to your business. That alone can stimulate a return visit to your web site.

Include an invitation to "Please send us a question." When the customer clicks on this invitation, have a message form pop up. Be sure to check your email at least once daily. Failing to respond to an email question creates a bad impression of amateurism.

Those are the basics. But you can do more.

David Edwards, associate consultant at Redwood Partners in New York, suggest going an extra mile to get customers really involved with your site. "Every site should include a survey," he says. "You want to find out as much information about your visitors as possible. What is their age? Income? Interests? How would they like to benefit from visiting your web page?"

Listen to what visitors say and improve your site constantly. Hold contests with awards, says Edwards, to create excitement and encourage return visits.

"Businesses need to understand the interactive process," he says. "Those that relate to web users on a one-to-one basis, will be way ahead of the game."

Phillip Perry is a website expert who helps small business increase online effectiveness. You may contact him:

Phillip M. Perry
127 Grand St. #4E
New York, NY 10013
212-274-8694
phil@pmperry.com

      

         

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