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Make your website more useful and sell more

1. Teach us something
You know lots of things we don't. Turn your website into a knowledge resource for us who want to know more about your subject (that's why we are there). Tell us the most exciting thing about your world. Use that story you tell at dinner parties, tell the story that ”people” don't seem to know or even comprehend. The more you tell us, the more we are inclined to call you an expert in your field.

2. Make your world easier for us
You know your world and you know how it can be made easier. If I hire a web designer, I'm not interested in hearing harangues about the lingo or how hard it's for him to organize what I want done. I want to know if it's possible to get what I want. Always make your hardest things a little easier for us to do. Show us the connections without boring us. Give us checklists for what we should focus on. Have a page where you answer the most common questions that your customers ask you.

3. Treat your page professionally
Make your customers impressed by your response and your response times as far as you can. Use your autoresponder services when you can't answer because you are out of town or if you're busy elsewhere. Make sure that you can act fast and that your customers can continue doing whatever they are doing without having to wonder whether you will respond or not.

4. Show people that you are their friend
Give something away for free as a thank you for using their time. I have, as you already know, given away free marketing tips on my company's website and although not all visitors purchase books from us, I want them to have something as a thank you for visiting us.
The goal, of course, is that when they need advice on marketing, it will be me and my book on Guerrilla entrepreneurs that they would feel most confidence in buying. What should you do to get your clients' confidence in the long term?
How will you show them that your business is here to stay? How will you show them that you will be there when they need you.

5. Make the website available to us
Make it easy for us to find your website. Make it easy for us to order what we want in every possible way there is. Many people are afraid to order online. Give them a phone number. Also give people who don't want to call an address to write to instead.

6. Help us to make a wise buying decision
Tell us everything you can about your product or service. See who purchased and used your product and what they thought. See what independent people, such as journalists think about your product. Keep in mind that not everyone is interested in buying your product (it's impossible). Do not aim your content at all throughout the
world. Head for the group of people you think are your most likely customers and provide them with all the information you think they need. Make us confident with our purchase by offering us generous warranties. You know how generous warranties show us that you are willing to stand up for your product.

7. Have a privacy policy
Show people what your intentions are with the collecting of mail addresses. Everyone who subscribes to our newsletter or that are customers to us should know that their addresses never leave our office. What about your business? Does anyone who signs up for your newsletter or as a customer of yours know what you do with their addresses? If not - tell them so that they know it and are prepared for the consequences.

8. Show a clear position
Look at your competitors' websites and find out what is missing there. Offer a different mix of content on your own webpage. You know by now that most people are coming to your website because they have a need for something. They're looking for something they don't have. Don't say:”We have a new website, please come in and look how pretty it is”= SNORE, SNORE! Instead you must tell people what they get if they go to your website. That's when you can both examine yourself on what you actually get, and at the same time show people why someone should visit you online.

9. Make sure you have an active webpage
Far too many companies put up a website with great enthusiasm (Everyone has one, then we also must get one) but after a while it's thrown out into the cold and languish in some “cyberspace-Neverland”.
Show people that your website is active and not a ”made up corpse.” It's only when people realize that your website is really alive and kicking that things start to happen. Never forget that your website is not a brochure, it's a vibrant place where you can make things happen that will help your customers. Always think of the customer benefits when you add new content to your webpage. That's when you win respect from visitors - and that's when you can have the privilege to begin to count on many of them as your new customers.

10. Create interactivity
Offer your visitors to participate in different ways. Ask about their opinions and you will get them. Ask them about tips in order to get tips. Ask them to link to your website and they might just do that. My own customers can market themselves for free on my company's website.

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.