Websites Should Welcome Customers to Your Business

In the fall of 1997, I was asked to supervise the creation of a website for my employer at the time, a manufacturer of heavy construction equipment. I had little expertise in this area beyond what I had read and seen online. But I studied the websites of several other companies, including a major competitor, made a list of the features that I thought were important and put together a plan that I presented to a website developer, who took it from there.

Once the website was available for me to view, I spent hours going over it on my home computer, attempting to simulate the customer’s experience by working on a slower, dial-up modem connection. I clicked through each and every page to make sure all the links worked, pages loaded in a reasonable amount of time and all the information was presented in a logical order. I made note of any problems and then call the developer the next day to make changes. Finally, when I felt that everything was in order, I had them take the site live.

Back in 1997, most businesses viewed their websites as an online annual report or full-line product catalog. Their home pages typically talked about the company’s standing within the industry and displayed the logos of the various brands that they represented. There were links to a page with the company’s history, a mission statement and a message from the president. Product specifications were brief and rudimentary. Visitors to these early websites actually “browsed” this information and then, if interested, called their sales reps with further questions.

Today, most visitors are no longer just browsing the web. They’re looking for answers, fast. What products do you offer? Who’s the local dealer or retailer? What’s the number of the service department? Where are you located?

Are these answers easy to find on your website? Can they be accessed in two clicks or less? Or do you have to drill down, down, down to find the information you’re seeking?

Recently, I’ve come across my share of frustrating websites. Several times, I’ve been on sites where there is no listing of the company’s physical address or phone number. I’ve been on others where you need to register to download a PDF of a product brochure. It occurred to me that keeping me away from your building, preventing me from bothering your receptionist with a phone call or making me provide my name, address and phone number before I can get a product brochure is a good way to send me to your competition.

It’s also surprising how difficult it is to navigate some websites. Some still want to give me the company history when what I want to know is, what do you sell? Others start with long-loading flash programs that keep me from getting to the information I need without waiting 15 to 30 seconds (an eternity on the Internet). Many are simply inconsiderate, with links to critical information hidden in very small type at the bottom of the page.

One of the biggest changes to come along in the last several years is mobile Internet access. In 2008, mobile access exceeded desktop access for the first time and has only picked up speed ever since. Someone once said that there are two types of people who browse the web on mobile devices – those who have nothing else to do (like people waiting in airports) and those who need something right now. Make sure your site is mobile web compatible so you don’t miss the later.

I went back to my old employer’s website to see how it looks today. A lot of things have changed over the years but a lot has remained the same. Products are still top and center along with a link to product support. Yes, there’s a company store now and a careers page, but the rest is very familiar (although the design is new). It appears we got the basics right back then.

What about your website? How long does it take to find the important stuff, the things that add to your bottom line and that build customer pride and loyalty? Can customers find you and contact you? If you sell through dealers or resellers, is there a link to the dealer/store locator on every page?

If you haven’t checked for a while, give it a look. Make your website the front door to your business. Welcome your customers in and they’ll reward you for it.