If your website is not getting the visitor numbers you think it deserves, you may need to conduct a review to see how it compares to its competitors.
Bocij developed a ‘benefits of an internet presence’ framework, based on 6Cs, which you can use to see how your website compares and to see what else you can add or remove from your site:
- Customer service improvement: Ways to make life easier for your clients or customers include adding details of opening hours, maps, information on ordering time, stock availability or customer service questions and podcasts showing ‘how to…’. Think about how your website can improve customer service.
- Cost reduction: Look at ways to save money in the office with a better website – for example, reducing telephone calls by providing frequently-needed information such as policies, forms, downloadable marketing material online.
- Competitive advantage: If a company introduces new capabilities before its competitors, then it achieves an advantage until its competitors have the same capability – e.g., photos online for designers; online tracking tools for sales; and booking tools for events companies. What can your business add?
- Communication improvements: All the ways that you can improve communications with customers, staff, suppliers and distributors – for example, online newsletters, RSS feed, internal blogs, and other blogs. How do you communicate with customers?
- Capability: The Internet provides new opportunities for new products and services and for exploiting new markets. Does your website give your business the capability to test the sale of new products?
- Control: Marketing information is available through website visitor reports which show facts and figures. How do you use your data? How else could you use it?
See also:
Q50 How do we get more website traffic?
Q92 What is search engine optimisation?
Q96 What are affiliate schemes?
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