In the previous blog, we discussed how Relationship Websites encourage warm leads to cross into your digital doors, but how do we extend the engagement to offer continuous points of connection? While you are out and about building your business in the greater Fredericksburg area, you are actively dictating the nature of your relationships with your customers. For micro-businesses, a great deal of new customers can be attributed to referrals – friends, neighbors, and trusting clients who may have success stories central to your services. They want to see this same quality and care offered to their friends and colleagues. Whether you are physically building decks and fences, or are strictly offering intangible or business services, trusted friendships are formed from completing these jobs. Getting referrals from these projects is one of the essential lifelines of your revenue stream, and your relationship website is the primary ambassador of your ability to follow through. Here are some ways you can tweak your presence to extend that peace of mind to warm referral leads who are armed with intrigue and high expectations.
This Company Seems Legit
The first thing many fresh referrals are doing is pulling up your site and making sure you appear legitimate. Are your pages clean and does your information check out? Giving your landing page, about section, services dossier, and company bios a deep and frequent, considerate edit will ensure that no content is left to fester, and that your online information reflects the vibrant living entity that is your micro-business. The last thing you would want is for a customer to be the one reporting an inconsistency between, let’s say, your Better Business Bureau listing for your established year and what you published on your company website. Fresh, engaging, logistically correct, and up-to-date verbiage is the key to passing the “does this seem legit?” test. We recommend you review and augment your core engagement pages at least every other month, or incidentally as the change occurs.
Research and Represent your Customer Base
Another essential facet of appearing legit and turning over your warm referrals is showing them you understand their needs and who they are. You want them to walk away from the digital engagement with the surety that you have the solution and they can trust you. Even the smallest business can greatly benefit from customer demographic analytics. What does your typical customer do? What is their average age? Are there any patterns emerging with their levels of income and personal interests? Company culture is actively impacted by customers served.
Once you define who are you speaking with, the ideal manner in which to address this persona will become apparent. This is imperative, not only for the newcomers who want to be welcomed into a familiar world, but for continued trust and understanding from your pre existing customers – the ones upon whom you rely for those hot referrals. As an informed business for business website design, we suggest you research the tone, logical flow, and aesthetic layouts of online groups and entities with whom your customers are known to interact. Put more simply – go to the websites of successful companies that have a similar target customer, and look thoughtfully at what they are doing!
Do not Allow your Online Presence to become Stagnant
Once your relationship website is built, reflects the feel of the company and its customer base, and has info that can be trusted, what’s next? Often, we see these potentially income generating websites built, then just sit there. Not touched, updated, or looked at for months and even years. This inaction will inevitably pause the relationships that are meant to be kept warm. Business websites must be updated. Prices, products, and services change, (as well as the tech on the back end.) Many of these functions are do-it-yourself. It’s not hard to make a lot of those updates yourself, because the tools are there and the training is available through our company or many online resources. However, we have noticed that among the hundreds of small business owners we have trained, that only a small handful, maybe five or six are making changes and updates on regular basis.
How We Solve Website Stagnation for Good
That is why we encourage small businesses to consider our Advanced Support service to handle all of these changes for them. Besides maintaining all the back-end tech, our clients send us the content changes they want and we take care of it for them. It’s as simple as that. This removes the excuses from the equation and ensures that the digital future of your company is in trusted hands. We don’t want to see you build this just to watch it fade away over time. We want your presence to be consistent and ever changing so it can continue to convert those referrals to paying customers for you. If you call or email us info, we will make the changes for you. Already, we have seen many clients signing up and getting a great value out of this service. This is how we maintain your accountability on this very important issue!
Remember Why You Do All This
Whether you need training from us, or are an old pro, you must make these changes to optimize the impact of those warm leads and referrals. Your customers must see that you are current and relevant, and are updating FAQ, staff photos, testimonials, etc. on a regular basis. These tasks take commitment to the process, and Google will notice the effort. As we help you move toward a marketing plan, Google will see this as well and in turn file you as more relevant. We can tell you that most of your competitors aren’t putting this much effort into their business website. Building and strengthening relationships through an active Relationship Website is the first step to maintaining relevance and accuracy, and in turn building out your revenue potential. Websites for Anything is the Fredericksburg web design agency that can help you achieve these levels of customer interaction and retention.