Top reasons why your website fails to help you gain competitive advantage

As a web designer, I encounter a lot of people who initially turn down my offer of help. A common reason given is that they already have a website. Sometimes they add that they’re not so sure that their website makes a difference. They think it’s foolish to spend more money if they are not seeing results.

The good news: With a little bit of probing and observation, I can usually tell you why your website fails to meet expectations. — And what you can do about it. Much of it has to do with marketing. You should make an effort to promote your website as your business partner. Just like you would promote your convenient location. Or your knowledgeable service technicians. Your website can help you communicate your value only if people come and use it.

REASON #1: You feel a need to apologize for your website.

You’ll never promote your website if you know it’s really not up to par. Your intentions to improve may be good. But customers need and want timely information and clearly-presented answers. When your customer asks if your latest t-shirt colors, sizes, and styles are online, they don’t want to hear “not yet” or “some of them are listed.” What message does that send your customer?

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Consumer expectations are high these days in respect to the web. If your website is not promoted, your customers may correctly assume the reasons you don’t. If they check it out and it adds no value for them, they may take their business to someone more responsive to their needs.

If you often find yourself in an apology mode – making excuses for your website – then you need to do something about getting it into shape. The following information will be more helpful after you’ve made the changes. [/toggle]

REASON #2: It almost seems like you’re keeping your website a secret.

Sure, you know that customers can always use a search engine to find your site. But why leave it to chance and make them do the work? They could end up discovering your competitor and decide to go with them! Do you figure that because you built it, they will come?

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Take a look at your business cards, letterheads, catalogs, flyers, and restaurant menus. Look at any signage, vehicles, uniforms or name tags. What about any newspaper, magazine ads? Phone book advertising?

Is your website scarcely mentioned or completely missing? Make sure that it is clearly visible in these areas. And don’t forget outgoing voice messages phone and email signatures.

TIP: Do you already have your items printed? Have some brightly-colored stickers printed with your web information. Apply them to your envelopes and flyers to draw extra attention and build awareness of your website.[/toggle]

REASON #3: Customers are not given specific reasons to visit the website.

Do you assume that they know you have a website?

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You must briefly explain the added value they will get for visiting your website. In print and in conversations, customers should hear statements like this. “And if you go to our website, zzz.com, you can sign up to get advanced notice of new products plus coupons.”

CAVEAT: After you raise their expectations, you must be prepared to meet or exceed them. Get your website in shape!

TO GAIN ADDED VALUE: Periodically, ASK customers for feedback specifically about your website. Are they aware of it? Were they able to find what they were looking for? Can they suggest improvements?

DO THIS:

1. Make a short list of what value your website adds for customers. Details on all products? Buying guides? Instruction manuals? 24-hour ordering? Advanced notice of new products? Coupons? Comparison charts? Troubleshooting tips? Safety information? Demonstration videos?
2. Think about how those features supplement or extend what you can offer in person or on the phone. For example, 24-hour availability, no need to come to the store, more complete selection, more in-depth details, or information on-demand.
3. Write some brief statements you can use face to face, over the phone, in print, and in email. Share them with employees. Examples:

• “You can save 10% on all orders by registering on our website.”
• “Our email newsletter is full of tips you can use.”
• “You can use our website to swap recipes with other customers.”
• “Our website encourages your to give feedback and make suggestions on how we can do better.”

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REASON #4: Employees are not encouraged to use, contribute to, and promote the website.

Just as you may have expectations of how employees greet customers or thank them for a sale, you should expect employees to promote your website.

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Ideally, management should take the lead and set an example. However, a line employee who is more savvy in using the internet may offer suggestions. Although it may not be part of the employee’s role, initiative in this area should not be discouraged. You will get the best return if the website is designed with the help of a professional. However, the interested employee can be encouraged to give input, gather content, and conduct testing. The employee can also play a role in helping other employees get familiar with the website.[/toggle]

THE BOTTOM LINE: By promoting your website offline, you can drive more traffic to it. However, giving customers a positive experience means that your website has to deliver added value when they get there. In future postings, I’ll talk more about what you can do online to engage visitors and motivate them to take action.

In the comments below, please share your ideas on how businesses can do more offline to drive customers online. I also invite you to participate in our Offline Web Promotion Poll.