Becoming a Customer (Part 1)

Have you ever thought about how you interact with web sites?

When we speak with potential clients, they rarely have stopped to think about how they want visitors to interact with their site. But what does it mean to become a customer? That, ultimately is what every business owner wants from their website.

Social media websites have it easy – some would say too easy. To become a customer all you have to do is create a free account and start sharing. A cousin of mine just joined Facebook last week. Within minutes of joining, he was able to be posting and sharing. Facebook had just acquired another customer that they can then sell ads to – and make money.

If you aren’t clear on your goals, neither is your customer

But what about a service company? How do you want visitors to interact with you? Too often I look at a web site and it has a pleasant enough look and it displays information. And when I talk to the business owner and ask “What is your goal for your web site?” the answer is “I want to educate (or inform) the visitor.”

But isn’t it really more than that? Very rarely, unless we’re talking to a school, is the goal to educate. Almost always, even for the schools, the goal of the site is to acquire more customers. For social media sites, that can be as simple as having a new person with an account. For ecommerce sites, the goal is pretty obvious, successfully complete the checkout process after putting “stuff” in your shopping cart.

But there are many other very good goals. If you have a long sales cycle, you might be getting a huge win every time someone signs up for your newsletter. If you are a consultant, your goal may be for someone to fill out a form before downloading a white paper or other document. If you are in the trades like a plumber or electrician, having someone schedule an appointment online could mean you just got another customer. For many businesses, simply getting the phone to ring is a win. If that’s the case, make sure you have a clear call to action focused on why calling you is a great idea.

EduCyber can help you get a clear call to action – why not work with us?

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