So how does this translate onto your Web site?

First, think of your Web site as an online brochure

Start with the information you would put in a brochure—services, products, quality and price information

Now realize that you can update this “brochure” much more easily than if it were printed with the latest prices, services or more

For example, after a postal hike, consider “avoid the latest postal increase by using our mail sorting services…..”

Second, consider “traditional” marketing tie-ins that piggyback onto your Web site.

• Yellow Pages: “…For complete details see…”

• Newspaper or association advertisement: Outline a new program then, “For details about our new packaging program…”

• Direct mail and e-mail: Don’t overlook “junk” mail and e-mail “spam.”

Post cards to existing customers announcing a new service is not junk mail

Opt-in e-mail lists or targeted Web advertising is not spam.

They do take some homework but they can pay off. Consider building your own lists!

Third, move your customers to action.

• Use online forms to make purchases/orders easy.

• Offer “easy print” or downloadable information to make their work/purchase easier.

• Backup your Web effort with staff.

• E-mail and other inquiries should be answered within 24 hours or sooner

• Organize the material needed for most responses

• Schedule follow-up
III More Specifics + Tips & Tricks