In last week’s blog I got a start on explaining the nine things I feel your website should be doing for your business. We got as far as #1, Staking your claim to your online real estate, and #2, Leaving a positive impression. Here are a few more suggestions about what your website can and should do:

1. Tell your potential customers what you do. Even when your office is closed. You need a place to send people where they can learn about your business 24/7. In the old days, we gave out brochures, and that’s still a good idea. But the world has gone online and if you’re not presenting yourself in a powerful way in a format that is convenient and agreeable to your customers, then you miss the opportunity to start a conversation with them that might lead to a sale.
2. Showcase your products or services. A manufacturing company usually has more to show than a service-oriented business and you want to get images of your products up on your website so people have something to look at. Images are good, videos are even better. Show that equipment in action!
3. Differentiate your product or service and gain credibility. Your website needs to state your value proposition and demonstrate to visitors what it is about what you do that is more effective, less expensive, more efficient, safer, smarter, or in any way better than your competitors.
4. Introduce your key people. Nice colour photos of the people who are in positions of authority or responsibility in your company, with a well-written bio, go a long way to demonstrating to visitors that the people in your company care and that they deserve their confidence.
5. Create opportunities for lead generation and communication. The point of any web marketing is to generate leads that might turn a visitor into a customer. You can do this by giving them an opportunity to sign up for your “IFO” (Irresistible Free Offer) – for an eBook, template or guide to something that is relevant to them. You can also invite them to sign up for your blog or newsletter. The people who are most interested in your product or service will sign up for your offer, and you can follow up with them to bring them closer to a sale.
6. Support your customers. Many businesses create a customer portal on their website that allows their customers to log-in and obtain product updates or other information that is valuable to them. They use the portal to update records relevant to the product or service you offer, seek support or find solutions to problems they’re having.
7. Information distribution. Your website allows you to host information about your company above and beyond your web copy. Press releases. Product sheets. Case studies. Articles. Posting new content generates more search engine findability and teaches your ideal customers more about how you can solve their problems.

Of course, all of the above relies on lots of solid, well-written, visually attractive content. You want to make sure that you have a strategy for the judicious addition of content to your website: it anchors all of your online marketing efforts. Everything else you do online involves funnelling people to your website where they can find out more about your business and engage with you. You need “Calls to Action,” which are actions you want your visitors to do next, like pick up the phone, download your free whitepaper, email you for more information, watch your free video series, etc. And you need some sort of Irresistible Free Offer (a white paper, a template, a checklist, an eBook, etc.).

If you’d like to find out more about how Crossman Communications can help you tell your business story through your online content, please connect with me directly at susan@crossmancommunications.com. You can also book yourself in right away for a free consultation at www.meetme.so/susancrossman.