No matter what size your company is or how big your web site the question of creating added value with your web site for your prospects and clients is a critical one. All too many companies decide that the web site is about them and their company, but it is not, at least not in the way most companies think.
Ask yourself what can you do to your site that will get people to come back and visit if they are not a customer? Is it articles, free resources such as software, eBooks or bulletin boards that add value to the user's life and create a positive experience for them. Creating a community of some type around your site is a way of building a base of visitors that come and visit; even if they don't buy something or call right now, if they keep coming and learning about you eventually they will want to do business with you.
I know a web site that I visit regularly because the owner posts an MP3 of his talk radio show he does each week. Plus he puts articles and other great resources up there. Over time I have really come to appreciate his philosophy on life and business. His offering is seminars that he teaches, which are pretty expensive.
Had this guy emailed me, sent direct mail, advertised on TV or radio or heck even called me I probably wouldn't have been interested. Instead I found his site on the Internet while searching for something because he did the right things to give exposure in the search engines. Once I was on the site I started looking around and it wasn't long at all before I could see all the value this guy was offering.
The more I listen and read his "free" stuff the more intrigued I become with him. I am sure eventually he and I will meet and I will be forking over the hefty sum of cash for his seminar because I already have a good idea what I am going to get from it and I want more. He has taken the time to build a relationship with me through the offering of his resources and ultimately that is what every owner of a site that hopes to sell something, anything has to do.
Now for people that are already a customer for this guy his site continues to add value on topics of information they may not have taken from him. They will learn and grow because of listening to his additional programs and reading the articles. Because they have already had at least one class from him they now have even a better appreciation for his philosophy and I have no doubt over time will be repeat customers over and over again.
If your web site is simply an overview of your company and services/products with a contact page and it only gets updated once a year weather it needs it or not (sarcasm intended) then it is doubtful you will ever win as many customers or get repeat ones from your web strategy.
Remember your site is about the prospect and customer. If you spend time giving them value they will in turn provide your business with value. Help them get something more from your site besides a list of your services and a phone number and you will be surprised how many new customers come from your web site, but you will also be developing stronger loyalty to your existing ones.
Now this strategy can go much deeper with online communities that people sign up for with newsletters and forums as well as web casts and "member only" types of information and account information, but that is only the same strategy I am already talking about taken to a higher and more refined level.
It is all about added value and if you give it you will get it back many times over. If you choose to keep a simple "brochureware" site, save yourself the hosting and development money and mail them a brochure instead it is cheaper and will get about the same pathetic response.
Michael Temple
