So, you’ve taken the time and spent the money to create an amazing website for your business. You’ve even managed to include some of those Search Engine Optimization techniques that you’ve heard so much about. But when users come to your website, are you engaging them in a way that connects you with your potential customers? If you aren’t, then your website probably isn’t working for you.
Set Yourself Apart
A lot of people use their website to talk at their potential clients instead of talking to them. They may list a lot of facts about themselves or post very generic information about their industry. What will set you apart from your competition is establishing yourself as an authority in your industry. One way to do that is to utilize your blog to provide visitors with useful information they can actually use.
For example, HVAC repair companies may post some DIY tips for installing a programmable thermostat. At first, this might seem counter-intuitive. Why would you tell people how to do something they could pay you good money to do? The answer is simple – it pays to give away some easy information. Not everyone who finds your post about thermostats will be able to do the task themselves. Some will read it and do it themselves, but they’ll remember they got good information from you. They’ll seek you out for their next issue, and it’s bound to be bigger and more complicated than a thermostat. Others will read it and decide that it’s not something they wish to tackle themselves, and when it’s time to pick up the phone and call a professional, they’ll think of you.
This tactic can work for just about any industry. Salons may offer tips on home hair coloring – something that often results in the client calling the salon to fix their DIY mistake. Bakeries may wish to post non-proprietary recipes or tips on how to make sure your own home-baked chocolate chip cookies are always soft. People appreciate free information and you can give some away without ruining your business. In fact, you may find that your generosity comes back to you many times over in the form of paying customers.
Don’t Just Show Up. Be There.
In any relationship, showing up is half the battle. But just as it’s not enough to simply show up for your friends or family, you also have to be there for your customers and potential future customers. If you take the extra time and go just a little farther with your efforts online, you’ll find that you create real and lasting relationships with your most important business asset – your customers.
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