A business owner mentioned to me recently that he/she has a website. I questioned, "You do?" and thinking to myself "really . . . how in the world would I or your customers know that". A moment or two later, the business owner said, "I don't think it's done much good."
Hmm. Let's break this down and make it simple.
Many have been disillusioned "if they build it they will come." A lone, isolated presence on the internet is just that. It's akin to a distant farm house, far away from the traffic of town. People will come to that farm house if you invite them, give them directions and if they like you or what you have to offer them they will come. Are your directions to your website in front of your customers? Is it on your brick and mortar store for all to see as they pass by or at the very least VISIBLE when someone comes INSIDE your physical location? Is it prominent on ALL your printed material and advertising? The business owner mentioned above isn't even close to this hence "It don't think it's done much good." Is there a REASON to visit the website? What special offer or information can be provided there to teach people to go to your website FIRST for information? Why is this important to you as a business owner?
Don't you, as a customer, hate it when your are standing in line at a service counter or cashier and the store or restaurant's phone rings. The "customer service representative" ignores the merchandise holding, "money in hand" customers standing in front of her, smacking her gum, curling her hair with fingers with one hand and with the other hand reaches for the ringing phone and says, "Hello, this XYZ business, we are focused on customer service, how may I help you?" Since you are "right there" and probably can smell her perfume you overhear the conversation: "Yes Sir, we are open Monday through Friday 9 -5, Saturdays 9-Noon. No Sir we are no longer open on Sundays. Yes, the red "widget" is still on special for $49.99 but the sales ends tomorrow and on and on and on. Yes, we still have "this and that"." The conversation seems to drag on for an eternity. This customer found the phone number and odds are now there is an internet connected computer within reach of this caller. There are those that would prefer to see it on company's website rather than call and talk. This type of information is easily communicated to thousands of customers at the very same time. It's like a thousand employees answering the phone at the same time, delivering the same message at the same FIXED cost with no bathroom breaks. In the meantime, the Customer Service Representative can stay focused with paying customers.
Is your website your tool that helps your business and serves your potential customers or is it there just because everyone else has one and it's just a token? It looks good but really doesn't ad value to your business.
