I'm not talking about a loving glance at the pretty images and graphics you have on your home page, I mean when was the last time you looked through your whole site?
Nothing stays the same. Everything is changing including your company and your customers' needs. What was a great selling point six months ago may not be so relevant today.
Time for a spring clean
It's good business practice to review your web copy every six months or so. Not only will you have changing products and prices, but your customers will have new problems for which they'll be looking for answers.
A stale marketing message will turn your readers off faster than anything. If, when they look at your site, you are telling them the same thing again and again they are going to get bored and look elsewhere. You must ensure your key message moves with the times - after all you don't want to try and sell your customers flares when straight-legged jeans are all the rage.
How do I know what they want?
Knowing what problems your customers have is always going to be tough. So how do you ensure you're giving them what they want?
The simple answer is to ask them. A frequent survey of your customers to find out what they think of your products, how satisfied they are with them (and your service), and even whether they have any suggestions that can improve your product/service, is priceless.
You'll be gathering information directly from your consumers - how powerful is that?
If they tell you what they want and you act on it there's a pretty good chance you're going to sell shed loads!
If you're worried about motivating them to complete the survey, combine it with a free prize draw so they have a reason to respond. It doesn't have to be anything ridiculously valuable - perhaps 10% off their next order, a bottle of champagne - use your imagination, but it should be something that will appeal to your customers.
Shout about it
If this reasearch brings about big changes - new products, new services, new pricing structure, new website - let everyone know about it.
Send out an email to all your existing customers, send out press releases (both on and off line), mention it in your next newsletter...the possibilities are endless. One simple survey could result in a load of free publicity for your business.
By following these simple techniques you're going to be seen as a proactive company; one that listens to its customers and reacts to their feedback. This will help gain trust and bring in business through exisiting clients and referrals.
So make sure you diarise regularly to review your website. Survey your customers and keep one step ahead of your competitors.
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