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Have you ever taken a long trip and once you got where you were going, instantly forgot about all the discomfort associated with your journey because “it was worth the trip?” You forgot about the heat or the cold, cranky kids, impossible traffic, and the lousy food because you were just so glad to be where you were going. Now, I’m not going to try to tell you that the people that go to your website have made a long trip, unless of course, they have a slow connection, but the principle is the same. If you don’t make it “worth the trip,” they’ll leave and they won’t come back.

We spend a lot of money, time, and energy on search engine optimization to make sure we are driving traffic to our websites. However, SEO can only do so much. Unless your site exists merely for the purpose of generating visitors as opposed to customers, you’ve got to offer them something compelling once they get there. There’s one thing you can count on and that’s competition. If visitors don’t like what they see at your site, they know they’ll be able to find what they’re looking for down the Internet street.

Take a few moments to think about your favorite sites. Why are they your favorites? What do they offer? If they are like most successful sites, whatever they offer, they offer it “fast” “fresh,” and “hot,” because, in most instances, that’s what people are looking for. It’s because we’re all spoiled rotten, of course. We want it now, we want it to be easy to get, and we want it to do what it promises.

If we’re looking for information, for example, we want to be able to find it quickly and we want it to be well-written. It must be up-to-date and factual also. If your site is peppered with grammatical and spelling errors, people who can’t spell any better than you can will take a hike. Why? Because, like most of us, they’ll assume if you couldn’t make the time and effort to present an attractive site, that whatever else you’re offering must be second-rate also. It’s just common sense and good business. Dust off your shelves and make your wares shine.

If your site has products for sale, have you listed all the specifications and presented a clear picture? Can I tell exactly what I’m getting, how much the shipping will cost, and how long it will take to arrive? If you’re selling furniture, for example, have you clearly spelled out your delivery methods? Don’t promise delivery without telling me “delivery” means curbside delivery only. While customers sometimes get disappointed because they don’t read the fine print or even the not-so-fine print, don’t complicate things by being less than candid. It’s crucial if you expect to obtain repeat, revenue-generating customers.

Make it worth the trip. Make sure your customers are glad they found your site and have a good time while they are there. They’ll remain customers and best of all, they’ll remain your customers.