“How to turn “slightly interested” customers into “I’ve got to have it!” customers!”

I am truly amazed as to lack of information websites contain. You would think that a business would realize that a potential customer would at least like to know how to contact customer service department. But, you’d be astonished at how many times I’ve actually come across NO information on business except “place your order here”. That truly leaves customer with a feeling of abandonment. Since I visit so many websites throughout year, I wanted to list some of top 10 things I look for when making decision whether to purchase or not.

Number 1: Include some type of contact info. You need to make sure customer has some type of information to contact you after sale. If you happen to work out of your home, think about getting a post office box or a mail station. I realize that still doesn’t tell customer your physical address, but it’s always nice to know city, state, or even country of company involved. And by all means, add a phone number to this list.

Number 2: Update your website often. If you list your copyright or other dated information, make sure it is changed on a regular basis and includes current year. Nothing is more frightening than to purchase from a website selling e-books or software that is older than a few years old. It always makes me think I’m getting old information that was written for a different set of problems. Now I know that copyrights should have year they were developed, but list year it was established plus current year. For example, list your copyright like this - © 2000 – 2004. Customers won’t enter their personal information (especially credit cards) on a site that looks like it’s been abandoned. So, take a long look at your site and see if something needs to be freshened and brought up to date and then do it.

Number 3: Make your benefits clear. Most companies will list product or service features, but that doesn’t tell a potential customer how this will help solve their problem. The best sites I’ve visited, not only list features, but have a separate list detailing benefits for each. It’s easy to say you’re best in your field and you’re only ones that do “this” – whatever your “this” is, but go a step further and tell customer what that means to them. In other words, what’s in it for them? If you have trouble defining your benefits, ask one person that would know best – your customers! If they are happy with your products or services, they will be able to tell you what problem it overcomes and benefit they receive. Besides, what better way to find out how you’re doing in servicing their needs?

Number 4: Watch for broken links. How many times have you tried to click on a link and it goes nowhere? It’s sometimes hard to believe that when we develop our websites and include working links, in a short period of time links become broken. Why would this happen? Well, if other sites are like ours, they are always changing information included on site. In other words, page link you have listed on your website might get renamed without benefit of a redirect link attached. Then if your customer clicks on that link, they will be left to wonder just how old this information might be. The best way to stay on top of this is to check your links often and ask visitors of your site to report back to you if they find a broken link.

It has long been said that consumers vote with their dollars. But how do you, as a consumer, choose a supplier, when everybody promises high quality, fair prices, and outstanding service? One way to differentiate between suppliers is to ask yourself, “Where do I want to spend my Social Capital?”

What is ‘Social Capital’? It is passion. It is people. It is networks of people mobilizing for a common cause. It is important things, like Civil Rights movement. It is missionaries from your neighborhood church, spreading their message of faith. It is voters, signing petitions to change laws of land. It is personal choices, like investing in a ‘green’ mutual fund, so that your investment dollars don’t support companies you wouldn’t do business with. It is people with a common affinity speaking with one voice. Social Capital is built any time a group speaks louder than sum of their individual voices, because their strength is magnified by their unity.

Social Capital is not found only in non-profit organizations. For-profit companies, individual salespeople, and fee-based professionals often use their positions to do more than just make a profit. They make a difference. They use their contact with public and their ability to earn income to rally support and raise funds for causes that are important to them. They generate Social Capital.