I don’t know about you, but a business website that makes it difficult for me to communicate with the company lowers my opinion of that business substantially. We’re long past the time when a website serves as a brochure or billboard. The technology is available, and it’s not hard to use, that enables conversations between site visitors — who are, after all, either customers or prospects — and you.
Since you’re probably being cautious with your marketing budget this year, a small investment with a good payback could be making your website more visitor friendly. Tom Now on Startup Nation blog asks some questions that should reveal how friendly your site really is:
- Do you have a feedback form?
- Do you conduct surveys or polls?
- Do you list your contact information clearly, including email and phone number?
- Do you allow product reviews, or other types of user-generated content?
- Do you have a comments-enabled blog?
- Do you offer multiple forms of engagement?
And he finishes off his post by reminding us we need to respond and engage customers who go to the trouble to reach out to us. They wouldn’t be communicating if they didn’t have some interest. Even if they’re telling us that our product or service is wanting in some way, this is vital feedback we can use to make our businesses better.
Just one note of caution, however. Let the feedback form be the way people contact you rather than listing an email address on your site. Unfortunately, disreputable people can use your address as a sort of email pseudonym to send out spam of virus links. I know — it has happened to me.