As businesses and individuals return to work, of equal importance to safety and protection is communications – we need to know as much as possible to make informed decisions. One area I have found lacking is with the Web sites of businesses and professionals. Many sites I see in the course of trying to return to normal suffer from a dearth of vital information needed for people to determine if they are still operating or not, and if so how.
Here I offer seven recommendations for your Web site to indicate the status of your business and how to help return to normal as possible these days.
Add alert functionality upfront – If there’s something important you want people to know, put it right up front. How? You can have a brightly colored alert banner anchored to the top of your home or all Web pages to inform people. A browser pop-up can also achieve this. As you may not have this functionality already, you might have to check with your Web site consultant or look into the services of your Web site platform to see how you can gain this. It may be easier than you think, and even if it comes with a cost, it will be well worth it.
Are you open? – This may be obvious to you the business owner, but not all Web sites I visit make it clear. The messaging may be nested into the design of the site but not easily found. Using the alert functionality mentioned above is one way to achieve this. Another is to look at all of the content of your site and make whatever adjustments needed to indicate so.
Update location, hours and contacts – Due to changes in your business, have you relocated? Did you change your hours? Do you have different contact information? Is this new information reflected on your Web site? If not, it should be.
Changes to your business practices – If the experience your customers will have with you has changed as a result of COVID-19, indicate this on your Web site. Will someone have to wear a mask? Do you have shielding in place? Is distancing required? This is important for people to understand if they can still do business with you and will give them the peace of mind they may need that it's safe to do business with you.
Add social media feeds to your site – Many businesses and individuals are updating their social media accounts more than their Web site. Why not kill two birds with one stone and put the feeds from your social media accounts onto your home page? How to do this varies depending on your site and you should follow the previous tips on checking your Web site provider or consultant.
Start an email list – Many businesses found out the hard way when they had to shut down that the only contact with their customers was when they came through their door. As my good friend John Wall says on his Marketing Over Coffee podcast, you've got to have a house list. Every business, every professional should have an email list with the sign up on the Web. There are many different services where you can set up a mailing list, some are even free. For example, if you are reading this by email, I use MailChimp in order to create and send the emails from my RSS feed. You can customize templates and the content to send to your customers and contacts.
Add e-commerce – There's no time like the present to take online payments or sell products and services online. Just last week, Chipotle just started doing this by selling clothing and other items online. Now the company that was all about selling burritos and bowls is now into merchandising. If you don't have a specific new product idea, simply having the ability to take credit cards is important. It can be as simple as setting up a PayPal account and pay by the transaction by transaction, then upgrade to a credit card service when you get more volume.
Deconstructing vital Web site updates
As social media and other services have evolved, much business content and functionality, even e-commerce, uses them. Your Web site may have been neglected or completely out of sync with other messaging you have out there. As Coronavirus remains out there, I recommend these vital Web site updates to ensure it remains an integral part of your business.
This is from The Hot Iron, a journal on business and technology by Mike Maddaloni.
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Business • Strategize • Web Design • (2) Comments • PermalinkI totally agree that it is important to with add an alert functionality upfront. It avoids customer confusion about the new changes and more satisfied customers.
Very interesting about Chipotle. I can get a burrito bowl and a T-shirt at the same time. Sweet!
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