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Websites are essential to keeping businesses alive. Make sure your website is working as hard as you are- and that you’re using it to maximize your company’s potential - with these tips from BBB.
Communicate
Transparency is important to conducting good business. Communicate any changes in policy on your website. Keep in mind that a useful website is a visited website, and views (or impressions) tend to lead to more sales.
Here are some suggestions for improving communication:
- Let people know if your hours have changed, and if you offer curbside pickup or delivery.
- Address people’s concerns directly. Be responsive to any messages you receive from your website, and respond to form submissions quickly.
- Make information easy to find. How does your site look to a visitor from a search engine? Are your hours easy to locate? Is your phone number available and/or clickable?
- Highlight any cost-saving options. Having a sale? Let your site visitors know.
- Adding a blog enables you to make announcements and provide information to your customers while providing a space for you to connect with them - think of it as the virtual version of chatting around the counter during a purchase.
- Charitable contributions: if your company is engaging in any charitable efforts, inform customers about those and be transparent. Read more business tips about what to consider when donating to charity.
Sell
An empty website is like a store with no inventory. If you want to sell your products or services to people, they need to know what you’re selling.
For businesses that sell physical goods, a website that allows for e-commerce is necessary. There are many options available, including using web builders, like WIX or Squarespace, or using a contractor or agency, depending on your budget and expertise. If you’re not selling physical items, your website may not require e-commerce tools, but it will still need to be maintained and contain information regarding your business.
However you decide to set up your online store, you will need a system to manage it.
- Regularly update inventory, including photos and product names, as well as descriptions and prices. When selling online, your best bet is to show people what you have to offer with examples and highlights.
- List relevant experience or qualifications for your company and team, such as degrees and awards, as well as your Better Business Bureau Accreditation. Placing a BBB dynamic seal on your website shows consumers you can be trusted - and when online scams are on the rise, that matters.
- When possible, add share buttons to products, so customers can send direct links to friends and family, or post to social media, which can help with your sales and promotions.
Promote
Your website can be chock full of the best products or finest professionals, but if people can’t find you, none of that matters.
- Search Engine Optimization (SEO) is like the virtual version of placing signs on a brick-and-mortar store in hopes of getting people to stop and buy something. SEO helps improve your position in internet searches, by using techniques such as including popular keywords that users enter in Google searches. Regularly updating your website and/or blog can also help boost your search ranking. For more help with SEO, visit Google's SEO help pages or enlist the help of an SEO professional.
- Consider spending ad dollars to promote your site, through Google Ads, Facebook Ads, or other online ad services.
Remember, your website is a reflection of your company, and you should put genuine time and effort into it to ensure you are getting the most of your impressions.
More information
More BBB Business Tips
BBB of New Mexico and Southwest Colorado contributed to this article.