What to Put on Your Web Site (for best results)

A guy who owns a small business asked me what he should put on their company's website. He wanted to make sure they included the right information for their customers but not too much. My response was this:

"Publish everything that won't get you in trouble."

Here's why...

If you're on the Web, you're there for a reason. It's either to attract new customers or serve existing customers. If you're not trying accomplish either don't bother.

The Web is all about information and easy access to it.

The way to attract new customers and serve existing ones using the Web is by providing them information and easy access to it. So, for new customers, you give them everything that will help them find you, trust you and make an informed decision to become your customer.

For existing customers you provide what they need to best utilize your product or service to meet their needs. Maybe it's product information or shipping data. Maybe it's support and service help or maybe its detailed "how-to" educational information. Figure out what your customers want in the context of the Web and give it to them.

The less you put out there the less you'll be able to attract new customers and help existing ones. It's like driving a car on two tires instead of four. Let the Web work for you by using it the way it's meant to be used.

To be Safe, Build a Process

If you hesitate or have doubts about publishing something on your website then stop and get a second opinion. To be safe, build a process that filters your content. Include your staff and maybe some customers and vendors. Get their help in establishing guidelines. Then update these regularly.

But above all, know why you're putting information on the Web before you do it. Your purpose will drive your execution. Have a clear purpose and stick with it.