Listening to your customers
I think a good lesson can be learned from the people that are visiting your website and the questions they ask (that’s a given) but I think a lot of people miss out on the obvious opportunities, and just get to “comfortable”. You can get awesome feedback and ideas, but if you never do anything with that feedback and keep your site “stale” and “same ole, same ole” then its done nothing for you.
I have a perfect example of this with a site I own an operate and want to share everyone. I own a site called Rocky Mountain Mattress, and I think from the name its pretty obvious what kind of products we sell. Lately we have been getting a ton of calls and emails about custom made mattresses. When I was going through the initial launch, and keyword analysis it was not obvious that “custom made mattress” would be a very good word (and set of words) to go after. I still don’t think its a great word (search numbers wise), but its an awesome area (or addition) to have on my website. The point - I get people to my website through the main stream mattress keywords because they do not know how to use the search engines when looking for a “custom made mattress”, then when they get to my site they see no information about custom mattresses, so they have to call us up, or send me an email. How much better for them would it be (and how many less people would I lose that have moved on to other sites) if I provided an area on the website where we talk about custom mattresses, and how we can provide anyone, any size (custom) mattress?
I have since added a special area about custom mattress and what services we can offer, so I am excited to see what kind of response I get. I will keep everyone posted, but I have a great feeling about it!
You must evolve with your website, learn from your customers, and grow. I have been building websites and doing search engine optimization since 1997 and have never stopped evolving, but I thought it would be a good time to give a reminder to listen to your customers. Make sure you give easy ways for them to contact you. Several forms of contact is ideal, including - Having a 24 hours phone service, (mostly for legitimacy of business) email addresses, and contact forms for ease. We have several calls a week to our 24 hour hotline just calling to see if its real, and if they get a “real person”. The potential customer just wants to know they are not getting ripped off online, and they want to feel safe. If you do everything you can to make the shopping (online) experience easy (and painless) and safe, they will come back to you again and again, and send their friends to you as well!
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