These days the best thing any business can do to attract
and keep customers is to be authentic. People want to do business with real
people, not phony, generic, plastoids that smile on cue and pre-plan every
interaction to the “nth” degree.
This holds true for your website too. Often companies do a great job with
their customers in person but their websites let them down. Here are some tips
to help you have a great website that keep people coming back.
Show Them You’re Real
Make your website authentic by including real details about your business.
Have your address and phone number on every page. Include a history of your
business. Show off your people with names, titles and pictures. Have a welcome
letter or better yet, a regular column from the owner or president. This is
where a blog could be very useful.
Use third parties to show your website visitors you are who you say you are.
Join your local chamber or other business groups and display that on your
website (with a link to the organization). Also, join relevant trade, industry
or professional associations and show those on your website.
Support well-known non-profits and make that know on your website as well.
And, it never hurts to get some publicity and post that on your site. Finally,
post comments from happy customers but get their permission first (and use their
whole names – not initials.)
Remember, your website is an integral part of your business. It needs to
represent your business as well as your people and your physical location (if
you have one). Try to see it as your new visitors would. If you’re not sure, get
help – hire people to evaluate it for you because they can be objective and