Building an effective website is not about selling online. It's about providing another avenue for customers to connect with your company. It's about building an interactive online presence that is part of your company's strategic plan, Indian River Consulting Group's Mike Marks says in Go Beyond 'Brochureware' Online.
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Go beyond "brochureware" – using just a picture of your facility and contact information, he says. As yourself, what do customers want to see on your website? How is your field sales effort linked to your Web marketing? And how would your customers score you on how easy it is to do business with you online?
Keep your website up-to-date and in-sync with your offline marketing. Place sales, discounts, events or promotions on the front page. It does not have to be fancy. Provide customers with information they can use, such as white papers, product information and client testimonials.
Work with customers to ensure you are meeting their needs with your online presence. Just a few simple changes can make a huge difference in how your customers connect with you and improve how your company does business.
