Before the website is built, and as its features are being planned, consideration should be given to how to use the website as a marketing tool.   

What to do

For each of the two important aspects of marketing listed below, consider the advice presented and determine whether you need a feature and how to incorporate it into the building plans for the website. The most effective way to address these issues is to ask your target audience - customers, suppliers etc.  

Customer service

• Your website is for your target audience, not you, so make sure everything is focused on them. 
• Give users the information they want, don't hold back.
• Give users the services they want. 
• Fully disclose what you do and what you do not do -  don't be vague.
• Provide an online help desk (not just a "contact us") that provides quick email feedback, or even a telephone service, to help customers to use the site.
• Make sure all staff are online - they can help callers navigate the site and refer to the information themselves.
• Create a "customer service" section in the website that encourages users to make enquiries.  
• Create a "frequently asked questions" section - pick the top ten, put them on your site and evaluate often, provide illustrations and diagrams if necessary - eg map of your street location.  

Make it easy for people to do business with you

• Work out what customers' online priorities are and make them your priorities. 
• Let people configure your products and services. 
• Place the most important elements of the page at the very top so users can act before the whole page has been built. 
• Provide your contact details either directly on the home page or just one click of a button away - don't bury them in the website. 
• Provide a search feature on your site so users can search for terms and words in your website. 
• Make the navigation easy and clear so they can find where to order products, book events and download information. 
• Make your website accessible to people with slow connections and to people with a disability.
• Make your site user-friendly for overseas users.

Next topic in this section >