Make the Most    of Your Internet Presence

Link 1: Address Customer Needs. Your site should satisfy a critical need, whether it's s

Make Your Web Site Buyer Friendly You want to make it as easy as possible for customers to buy. If customers are undecided between you and the competition, they might opt to buy from another site that makes the transaction easier. And some shoppers are still reluctant to buy online because they worry about security. So maximize sales by giving your customers multiple options for ordering and paying. Options to Consider Set up an 800 phone number to take orders. Accept orders by fax or online. Get phone numbers by e-mail then call for customers' credit card numbers. Process major credit cards online. Let customers pay by cashier's check, money order, or personal check through regular mail. Allow customers to pay through an Internet payment system such as PayPal.

peed, ease, information, low prices or special deals. Don't fall into the trap of thinking your Web site is an exercise in branding. It must serve the customer. If you don't meet that goal, your competitors might.

Link 2: Target Your Audience. Regardless how large your Web site is, keep it deep and narrow. Know who your customers are and target them. Keep the content heavy on the information and light on the marketing. You don't want watered-down content that means little to anyone and doesn't generate any business.

Link 3: Make it Thorough. Include your entire product line with pictures. If you don't let customers know everything your company sells, you risk losing a sale. Link from one product to another related or complimentary item. Include the prices, tax, shipping costs and delivery times. Not showing all costs can leave customers feeling cheated, and once again, they could go clicking off to the competition. Keep the site up to date. Remove discontinued products and add new ones as they are developed. Include a product search engine.

Link 4: Include the FAQs. Stay light on the marketing hype and dazzling graphics. Customers don't want to be distracted from their purpose, which is to find out what you offer and why it beats the competition. Include "FAQ" lists (frequently asked questions), but provide contact information so they can call or e-mail you if additional information is needed.

Link 5: Keep it Simple. Online customers don't want to waste time. A Web site must be easy to navigate and downloads must be fast. Otherwise, customers become impatient and either surf somewhere else or call your company directly with a bad attitude. That defeats the purpose of the site, wastes the money you spent on it and risks alienating those customers and anyone else they talk to.

Link 6: Make a Statement. Tell customers why your company is in business, what your purpose is and how they can benefit from doing business with your company. A solid statement that helps consumers understand your competitive edge captures greater interest.

Link 7: Promote Your Site. You can design the slickest site in the world, but it's a waste if no one knows about it or visits. Make sure your online address is on all business cards, stationary and other materials your company prints. Send press releases about your products and what's happening in your industry. Hold monthly or weekly events on the site. Offer special deals to people who buy online. Get trade press coverage of your site and aim for print and broadcast ads.

You can probably engage in barter deals with print publications, as well as other web sites. But keep this in mind: Your promotion must prompt people to either link to your site or write down your URL, go to their computer and actually take the time to visit. Otherwise, it's like inviting the governor to your ribbon-cutting ceremony without any shoppers in the parking lot.

Link 8: Survey Customers. Use online questionnaires to survey what your customers want and expect. Ask for their e-mail addresses and inquire if they would like to receive promotional material. Ask visitors for feedback on your products and services. And if you receive some particularly good comments, ask the respondents if you can put them on your site as testimonials. Satisfied, real-life customers are likely to spark more business and sales.

Link 9: Form Partnerships. Find other companies with Web sites and work out arrangements where you include links to their businesses and they include links back to yours. It's an added service for the customer that can generate business for all of the companies.

Link 10: Follow Up. Pay attention to the e-mails that come through your Web site and follow up promptly on any leads that arise from them. Also, keep the statistical information your site generates on customers. It helps you focus on meeting their specific needs, serving them better, and gives you a strong sense of what customers expect from you.

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