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Not every business needs an online store. But even if e-commerce isn't part of your business plan, there are plenty of other ways to use the Web to grow your business.
Create a Brochure Web Site
Like the name suggests, this type of Web site exists to promote your business and to educate customers about your products and services. You can use your Web site to publish background information about your business, provide customer references and testimonials, link to media coverage related to your business or simply cover the latest news about your company's products and services.
Brochure sites don't have to be especially large or complex; in some cases, a single page with a few paragraphs of text and a couple of images will do. But you should always keep the site as up to date as possible. A stale, outdated Web site will reflect poorly on your business and discourage potential customers.
When you advertise your business in other media, such as newspapers, television or the local Yellow Pages, be sure to include your Web site address. This is a great way to keep customers up to date on the latest news about your business and provide additional information to potential customers.
Set Up a Customer Service Web Site
You can't always be available for your customers ? but your Web site can. Many businesses use their sites to publish their hours of operation, phone numbers and other contact information, and return, exchange and delivery policies. You can also include links to forms or email addresses customers can use to provide feedback. If you give customers a way to provide feedback, however, be sure to read and respond to their messages promptly ? within 48 hours if possible.
Some Web sites provide customers with information about the status of their orders. This could be something as simple as a form where a customer can enter a tracking number from an overnight delivery service and get an update on the location of their order. More advanced systems actually link to a company's internal inventory and order-tracking systems, giving customers a real-time update of the status of their orders.
Post Your Newsletters Online
Firms often publish their own newsletters or magazines as a way to market their products and build customer loyalty. A Web site makes it much easier to publish a newsletter; you don't have to pay printing costs or postage, and online newsletters are easy to update and post. Give your customers the option to provide their email addresses if they want to receive the latest news about your company's products and services. Doing this allows you to push information out to your customers instead of relying on them to revisit your site.
Again, make sure you don't bite off more than you can chew with an online newsletter. Far too many businesses allow their Web sites to languish for months or even years without adding anything new. If a customer sees a "ghost site," they might assume the company has gone out of business. Keeping your online newsletter fresh, timely and relevant is a great way to reap big marketing benefits at a reasonable price.
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