5.04 – Inviting Customer Comments
One of the most significant advantages of the web over traditional printed catalogs is its ability to be quick, inexpensive, and personal. With online catalogs, your content is available to customers instantly, and you can dramatically reduce or even eliminate printing costs. The biggest advantage, however, is the personal touch the web can provide through interactivity. Engaging your customers through comments and feedback makes them feel involved and connected to your business.
Getting Positive Email Feedback
Providing a way for your customers to reach you quickly is crucial for building a solid customer base. An effective way to do this is by adding a simple mailto link to your website:
Questions? Comments? Send email to: [email protected]
A mailto link opens the visitor’s email program with your email address already entered. This makes it easy for them to send you their thoughts. Most web page-creation programs make it easy to create a mailto link.
However, displaying your email address directly on your webpage can lead to unsolicited emails (spam). To reduce this, consider hiding your email address behind generic link text, such as “Webmaster.”
Web Page Forms That Aren't Off-Putting
Web page forms are an excellent way to gather essential marketing information from your customers and encourage interaction. Here are some guidelines to create user-friendly forms:
- Make it Easy: Use pull-down menus with pre-entered options to simplify form completion for users.
- Validate Information: Use programming languages like JavaScript to ensure users enter information correctly and completely. Hiring someone to add this code is worth the expense.
- Provide a Help Number: Include a contact number for customers to call if they have questions or need to check on an order.
- Return an Acknowledgment: Let customers know you received their order and will be processing it promptly.
Modern web page-authoring programs make it easy to create text boxes, check boxes, buttons, and other form elements. Programs like WordPress offer plugins that handle both the text entry elements and the scripts for you. Services like Response-O-Matic (www.response-o-matic.com) or FormMail.to (www.formmail.to/formmail.to) can also guide you through setting up forms.
Blogs That Promote Discussion
Blogs are a great way to engage readers and encourage discussion. Most blogs allow readers to comment on posts, which can generate lively discussions and create a sense of community.
If you use WordPress, enabling comments is straightforward. Make sure to moderate comments regularly to delete spam and respond to legitimate comments. This interaction helps build a community around your blog and keeps readers coming back.
Chit-Chat That Counts
To retain visitors, consider creating a discussion area on your site. A discussion area allows back-and-forth messages on topics of mutual interest, fostering a sense of community.
To start a discussion area, you need to install a script on your web host. Here are some ways to do it:
- Copy a Script: Use scripts from sites like eXtropia.com (www.extropia.com/applications.html) or Matt’s Script Archive (www.scriptarchive.com).
- Use a Forum Service: Start a forum on services like vBulletin (www.vbulletin.com).
Discussion areas don’t have to be limited to your specific niche. Allowing broader discussions can make your site more engaging.
Moving From Website to Web Presence
Establishing a visual identity through colors, images, and a logo is just the beginning. To build a strong web presence, you need to be active across various online platforms. Here are some ideas:
- Start a Blog: Use it to comment on your area of interest and engage with readers.
- Use Twitter: Short tweets can advertise new products or sales.
- Get on Facebook: Cultivate a circle of friends and direct them to your website and other online profiles.
- Open a Storefront: Use platforms like eBay or eCRATER (www.ecrater.com) to sell your products.
The key is to interlink all these platforms, directing visitors from one to another. This creates a comprehensive web presence that maximizes your visibility and reach.
