Todd Martin

Todd Martin

Sales Strategy

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5 Ways to Make the Website-Customer Connection

September 9, 2014

For every business, a two-way connection between the company and its customers is essential. While small business websites usually do a good job at giving visitors information about product and service offerings, they often fail to establish the other half of the connection.

Todd Martin blog 103012 image 2When that happens, your prospects know a lot about you, but you know nothing about them. Until your site captures email addresses or other contact data from visitors, no useful connection has been established. This reciprocal information-sharing is critical for social selling.

Here are some proven strategies for enticing website visitors into making contact and beginning the dialog.

Connect Through Design
During the design process for every website, much attention is paid to graphical design elements, navigational structure, and selecting fonts and images to get and hold the attention of visitors. Convincing visitors to make contact, though, is often a neglected part of website design. Visually-appealing and compelling contact links should appear near the top of every web page. Making these a part of your website’s CSS template should be a top priority.

Content Should Target the Connection
Providing information to website visitors is the primary objective of every page, of course. That’s what people are looking for when they search for businesses like yours. Content should incorporate SEO effectively and present information in an attractive manner, but that’s not its only job. Content on every web page should also ask your visitors to make contact with you and give them compelling reasons to do just that. Unique calls to action related to the content of each page are essential.

Give Visitors a Reason to Connect
Making a sale or establishing a client relationship is your goal, of course, but your website alone can’t always get the job done. Personal contacts build confidence and let you pitch your goods and services directly. Offer visitors something for giving you their information. Email newsletters, white papers, special offers, and other incentives that cost the visitor nothing are proven methods for convincing casual web browsers to hand over their information.

Social Media Outreach Can Help Build the Connection
If you have active social media programs in place, they’re valuable tools in making and developing connections with website visitors. Facebook, LinkedIn, Google+, and other social networks can be valuable tools. Visitors who click social media links and like your page or connect with you give you the information you need to communicate effectively with them. Only active and dynamic social media efforts, though, result in successful conversions.

Follow Up to Maintain and Nurture Connections
Once a website visitor makes the leap and shares contact data with you, the ball’s in your court. So:

  • Monitor all contacts closely.
  • Follow up quickly with the incentives you’ve offered.
  • Make every contact relevant, timely, and valuable.
  • Avoid overwhelming new contacts with too-frequent follow-ups.

A careful, balanced approach – aided by automated Customer Relationship Management (CRM) tools — can help reward your efforts with increased business.

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