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Ooma Business Blog

How to make a website that attracts customers.

By Ken Narita|Tuesday June 9, 2020

Want to learn how to make a website to promote your business? It’s a key priority for many businesses. Below, we’ll get into the fundamentals you need to create a website and start getting leads for your business.

Define your business website’s goals before starting web design.

Your business website only exists to grow your business. While there is some merit in building an online presence from a branding standpoint, that should not be your primary focus. Instead, choose one (or both!) of the following goals: lead generation or sales. If your business provides services that require a custom quote, focus on lead generation (i.e. make it easy for a prospect to fill in your contact form). If you run an online store, make direct sales your top goal and lead generation a secondary goal.

Now that you have decided on your goal, it’s time for the next step.

Prepare your business website by signing up for website hosting and a domain.

Your business website is a set of assets that work together to grow your business. To get customers from the search engines, here are a few critical things you need to arrange.

Choose A Website Hosting Service and Domain. To make the best impression, register a custom domain. If available, the best choice is your company name and .com.

  • For example, if your company is called “Happy Occasions Party Planners,” then register a domain like HappyOccasionsPartyPlanners.com. If the .com is not available, there are other many options. Check out this list of Top Level Domains and choose what you like. When you register a custom domain, you can also get a business email address (e.g. Jane@HappyOccasionsPartyPlanners.com) you’ll be able to use to interact with clients and customers, as well as sign up for services.
  • There are many website hosting services available including Bluehost, HostGator and GoDaddy.

What about free website services?

There are some free website services available that let you create a website at no cost. Unfortunately, these are usually not a good choice for a business website. For example, free website services like Wix.com have limited capabilities for free accounts. You can only use your own domain on Wix if you pay for a premium account. Not using your own domain means your website may be more difficult for customers to remember (i.e. your own domain would be Company.com vs username.wixsite.com/siteaddress). In addition, you face limitations in your ability to install modern SEO software, which helps you to attract more customers. Fortunately, the cost to run a business website starts at less than $500 per year.

Outline the key webpages for your business website.

Now that you have the basic building blocks in place, it is time to use these tools to start building your website. The specific technical details will depend on if you have a website designed for you or use a website builder. In either case, start with creating the following steps.

Tip: After you create these webpages, you need to attract customers to your website. Find out how to use SEO (search engine optimization) and SEM (search engine marketing).

Home Page

Your home page is there to introduce customers to your company and prompt them to take action. If you want customers to call you, make your phone numbers easy to find. If you want them to buy something from your online store, consider putting your top-selling product on the home page.

Contact Page

Most website builders have a template for your contact page. If so, use the template and then test it. Pretend you are a potential customer and send a message through your contact form. If it doesn’t work, contact your website builder company for support.

Product or Services Page

Create at least one page about the services and products you sell. If you mainly sell services, make it a lead generation page, which asks a customer to contact you for more information. Include your phone number and email address. Additionally, you can use a contact form from a service like Marketo. If you sell products online like an e-commerce store, create product pages. These pages have to be designed to make your individual products appealing, from easy-to-read copy to beautiful photos.

Write the About Page

The best business websites have an About page introducing the company. For example, Ooma’s About page provides a brief introduction to the company. For the best results, focus your About page on your customers rather than yourself. For example, Bulldog Skincare for Men covers both the company origin story and customers. You might also share your company store through a few short paragraphs and images like Moz.

Install Google Analytics

Follow Google’s directions on how to install the tracking code on your website. Without this in place, it will be tough to measure if your business website is succeeding. Check out the video above for some quick tips from Google to getting started.

Install Email Marketing

Follow your email marketing provider’s directions in this step. You just need a simple way for customers to enter an email address. You also need to give customers a clear reason to provide you with their email address. For an online store, this is easy: offer a discount coupon. If you offer quotes for a service, then you might offer a free resource (e.g. “Top 10 tips to minimize your small business taxes” would be a good choice if you have an accounting firm).

If you have more time and energy to put into your website, keep adding pages to your online presence. Depending on your skills, completing these six steps might take a day or a week. If you get stuck, don’t worry. Reach out to a web development expert to ask for help.

Promote your business on social media.

Your next step is to promote your business website so customers can find you. Social media is a great way to get started. On social media platforms, you can use them for free or pay to promote your online presence. Keep in mind that each social media platform has a different focus. Instagram is a great place to share photos of your business. In contrast, YouTube is the place to share videos. If you have a live news update, use Twitter. Since Facebook has a very large user base — 69% of the adults in the US as of 2019 — it is often a good bet to focus there. Once you get comfortable with these promotion tips on Facebook, you can start using other platforms as well.

Promoting your business through Facebook starts with putting these five steps into action.

  • Create a Facebook business page. At minimum, add a link to your business website, address and phone number. It’s also a good idea to add a few photos.
  • Post a short daily update. Take 10-15 minutes each day to post updates on your company’s Facebook page.
  • Ask past customers to leave a review. Reviews make your online presence more credible for customers. Pick up the phone and ask your customers to write a review of your business.
  • Promote your business website with your personal profile. When you first create your company’s Facebook page, few people will know it exists. Therefore, it’s a smart idea for the business owner to post a public status update on their personal Facebook profile with a link to their store.
  • Promote your business through Facebook Groups. Search for Facebook Groups in your local area and see if they will let you promote your business. To avoid getting banned, read the groups’ rules before posting because some groups restrict how and when you can promote your business website. For more advice on using Facebook tips, read Hootsuite’s article: “Everything You Need to Know About Using Facebook Groups for Business.”

What to do after you finish building your website

By putting the steps in this article into action, you will have a business website and start to attract customers from search engines and social media. That’s good news! The bad news? Your business website needs regular updates and promotion to stand out. That effort is needed because your site is competing against many other businesses. For example, if you add a Black Friday special to your website and then forget to take it down after the sale is over, that will create a poor impression.

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Loyal customers are critical to business success because they tend to be a source of repeat business. According to The Loyalty Report 2018, “Loyalty programs that establish positive emotional connections with Members see 27% more of their Membership increasing their spend with the Brand.” This research tells us that building customer loyalty can lead to more spending.

Loyalty programs vs. improving customer experience: Designing your approach

There are different approaches to building customer loyalty. Some companies use loyalty program cards, bonus offers and other incentives. You might offer access to special deals like CVS or take 5% off the purchase price like Target. You might even give some or part of your product away for free, like airlines that provide free flights through their loyalty programs. What if your small business isn’t interested or able to offer these kinds of loyalty programs?

There is another way to encourage loyal customers to keep giving you repeat business. Gather customer feedback through a phone survey and then use that data to improve the customer experience. When customers see that the business owner has acted on their feedback, they may feel inspired to return to that business. That means more revenue for the bottom line. You just need a fast and straightforward way to conduct a customer satisfaction survey. That’s where a focused business phone survey comes in.

Why increasing customer loyalty with a phone survey is a good choice.

Organizing a customer satisfaction survey by phone offers notable advantages compared to other methods. While a net promoter survey can give you interesting data, there is no conversational element involved. Further, using the net promoter survey approach effectively requires a certain degree of specialized training in the net promoter methodology.

You might also consider online customer surveys. Surveying your email list or website is worth attempting. Depending on the size of your email list or website traffic, you might be able to get a large number of survey responses. The challenge with online customer surveys is that you will have to spend a lot of time reviewing the data to find insights. There is no way to ask a customer to clarify their survey responses or provide an example.

Conducting a customer satisfaction survey by phone gives you the best of both worlds. You can ask questions and get survey responses. However, you also have the opportunity to provide the human touch. For instance, you may hear a customer complain about a lost or delayed order. When you hear about a problem during a phone survey, you can gather all the necessary details to make the situation right with the customer.

How to increase customer loyalty with a phone survey step by step.

The following steps give you a starting point to create a simple customer satisfaction survey. Over the course of a month, you could gather a significant amount of insights to improve your customer service by calling five to 10 customers per day.

  1. Define your customer satisfaction survey goals.

Before calling a single customer, reflect on your business goals. Are you seeking to improve your profit margins? In that case, you may want to focus your survey on the customers that spend the most on your business. Finding ways to make high-spending customers content may give you an excellent return. Alternatively, you may decide to focus your survey project on whether your local SEO has attracted customers. 

  1. Write your customer satisfaction survey questions.

Now that you have clarity on your goals, it is time to write your questions. According to Survey Monkey, a survey software company, it is best to focus your survey on closed-ended questions. An example of a closed-ended question would be: “How many times have you bought from our business in the past 12 months?” However, this kind of question may not give you the ideas you need to improve the customer experience.

At the end of the survey, consider asking one or two open-ended questions to understand better what your customers like. Encourage customers to think creatively with a question like this: “If you could change anything in our business, what would you improve?”

Tip: Reduce your need for note-taking by using call recording, but make sure that you ask for permission first.

  1. Test the survey with a small group of customers.

With your list of customer satisfaction questions, make a few test phone calls to customers. The purpose of the test is to discover if any of the questions are unclear. If you receive confusing answers, revise the question to make them clearer.

  1. Train employees on how to gather survey responses.

Consider running a few training phone calls for your employees. Ask them to call you or other employees in a role-playing scenario. Making a few practice calls will help your employees become more familiar with the questions. Besides, practice phone surveys will help employees learn how to record survey responses accurately. Once the training is complete, give your staff a list of customers to call and let them get started.

  1. Review the survey responses for insights and follow up with customers.

After all of the survey responses are in, schedule time to review the results. In particular, look for patterns in the results. If a large number of people gave low scores to your website, you may need to make improvements. Also, review the survey responses received in the open-ended questions. You might be pleasantly surprised at what customers tell you.

  1. Follow up with customers after the survey when needed.

A phone survey lets you gather rich insights because you can quickly ask follow-up questions. However, merely gathering survey responses may not impress your customers very much. Instead, offer to refer problems to the business owner for improvement or offer to enter the respondent in a drawing for a gift card. That is a much more compelling improvement! By addressing problems and issues when they arise, you stand a much better chance of winning additional loyal customers.