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Even Small Businesses Can Benefit from an Internet Presence
By Janie Franz
January
1, 2003
Finding
out what your customers want when they come to your website is critical.
There’s an Internet business truism that says that the longer
a visitor lingers at your site, the greater number of return visits—adding
up to more money in your pocket. Your site can offer customers any
of the following:
1. Product and company information
2. Additional content (information from experts, how-to’s, links
to sites for more information)
3. A full catalogue with pictures and product descriptions
4. Easy, secure ordering and prompt service support
5. A means to listen to your customers (online surveys, email for
comments, suggestions, complaints)
6. A quick-to-read and easy-to-navigate web design
7. Virtual product demonstrations or ways to use the product.
However
you create your retail website, you’ll still need to make
sure your customers find it. You can target your sales or special
promotions through the website, your store, or an electronic newsletter.
Direct mail and print advertising are the old-fashioned approach.
And don’t forget to keep it fresh; regular website maintenance
will lure customers back. Posting the most up-to-date information
shows your professionalism, and that your site is alive and kicking,
giving customers a reason to return.
Websites can also lower business overhead, especially when you ship
directly from your warehouse or drop-ship from the manufacturer.
Whether for online sales or just advertising, an online presence
is worth the investment.
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