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Keep them Coming Back|

WSI Inside Edge


Keep Them Coming Back

Why be content with one-time traffic to your website? Retain your customers and keep them coming
back for more.


Welcome to the latest edition of the Inside Edge--your monthly report on Internet trends and advancements that can turn your business into a more profitable e-Business!

After you read this month's edition, contact your local WSI Consultant to find out how to put this valuable information to work for your business right away.

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Keep Them Coming Back

Building targeted traffic to your business' website is important to ensure that your online presence is effective and your website is working for you. We all know that building targeted traffic to your site takes work, and many businesses use proven Internet marketing techniques such as Pay Per Click advertising and search engine optimization to ensure that their potential customers are finding their site over their competition's. Investing in Internet marketing to build a client base is a wise decision, but it does require a financial investment to get started. As a small to medium sized business (SME), you want to be sure that your investment is used wisely.

After all, it costs eight times as much to get a new customer than it does to retain an existing one.

So, if you have attracted visitors to your website through Internet marketing and have converted these visitors into customers, you want to be sure you retain these customers! Building a solid relationship with a customer can mean repeat business with them, and if they are satisfied with their experiences with your business, they are more likely to refer you to friends. If you've already gone to the effort and expense of establishing a customer base through your business' website, you want to encourage these customers to return to your site and do business with your company again.

Why Would My Customers Want to Return to My Website?

The biggest question you need to ask yourself is "why would customers want to return to my site?" Once they've seen your website, its features and content and have learned about your business, what reason can you give them to visit you online again?

What's on your site that your customers want? Too many businesses set up their websites with the intention of telling visitors what they want – not necessarily what their visitors want, and then walk away from it. They treat their website like a static brochure and don't update it. These business owners are missing out on a great opportunity to market themselves. The beauty of a well-designed business website is that it is dynamic and can be updated easily. If your site never changes and doesn't have features that interest your customers, they won't see any need to return to it.


Change Is Good

If you haven't changed your website content recently, it's probably time to do so. Customers don't want to return to your site to see the exactly the same content, so do some research on what your customers want from your website, and do your best to give it to them!

  • If they want more information from your site, you could give it to them in the form of industry-related articles and white papers that you refresh regularly. If they come to know you as an expert in your field, they are more likely to return to your site for information.
  • If they want promotions and discounts, offer some that are only valid for website visitors. As repeat visitors, let them know that they are valued and important. By updating your promotions and discounts monthly, you give visitors a reason to return to your site to see what's new.
  • If they would like to read testimonials from existing clients (which they most likely do), be sure to update your testimonial section often. Testimonials lend you credibility in your local market, so be sure to collect testimonials from your customers and add them to your website in a timely fashion. Encourage your existing customers to return to your site to see their names showcased there.

How Will They Know I've Updated My Website?

You can't just expect your customers to keep your website at the top of their minds and return often. You have to be proactive by informing them of news and changes to your site, and encourage them to return to the site to benefit from the changes.

The easiest and most manageable way to do this is through a targeted email marketing campaign. Email marketing is a logical choice for small to medium-sized businesses to promote their services and encourage repeat traffic to their websites. It has been shown to earn the highest return on investment over search engine marketing and direct mail, and it offers lower costs and a broader reach than most other marketing formats.

An effective email marketing campaign can help you keep your customers abreast of new developments and keep your business at the top of their minds. Let them know when you've added new articles or testimonials to your site, inform them of new promotions or products, and encourage them to visit your site again.

To learn how you can build targeted traffic to your site and help turn your website visitors into repeat customers, contact your local WSI Consultant today. Your WSI Consultant can assess the needs of your business and make your website work for you.

This edition of the Inside Edge has been brought to you by Ron McArthur, Certified Internet Consultant.

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