How to keep people logging on

In today's rapidly developing e-world potential customers are more likely to use the Net as an information source than any other medium. The Net has replaced the shop front, it is now the first point of contact, so why do businesses neglect this valuable resource?

A web address gets consumers to a site but it's the content, which keeps them there. A good website is one that keeps the visitor glued to the screen and it is not that difficult to do.

Why? It is a timeless question and one that is very apt to this topic. Why are people coming to your site? Who are they? If you don't know find out. The entire look, feel and functionality of a site is dependent upon what you are trying to achieve.

Set yourself apart. Too many sites are... yawn... boring. Something that is visually appealing is attention grabbing. Make sure your site ties in with your businesses image and corporate branding.

Make the site visitor friendly. If someone visiting your site is able to get exactly what he or she wants without having to search the entire site then they are much more likely to return. Tied in with this is information. Keep your content up to date and don't claim to deliver the world if you have nothing to back it up with. To make it easier for a user to get around ensure you have a simple to use search engine incorporated into your site.

Interaction is what sets the Net apart from other forms of media. So to make your site interesting make it as interactive as possible.

Variety is the spice of life. As your company develops and changes with time so should your website. SMEs are particularly guilty of not updating their websites. If the information is old it is useless and so is your website. Don't let this happen. It is also a good idea to regularly change your home page. This is the first page a visitor clicks onto and first impressions do count.

A contact page complete with email reply will enable an interested customer to contact you there and then. Such a simple concept yet often neglected. I have heard people say there is nothing more frustrating than having something on a website capture your attention and then not be able to follow up. If you can't be contacted then how can you sell?

Another way to keep visitors in touch with developments within your company is to offer periodic updates via email. Let them know about special promotions, discounts, special offers or new products. Make them feel part of a community. All visitors have to do is fill out on-line a short registration form. Ensure you keep this simple. If it takes too long to fill in or asks for too many details people won't fill it in.

A businesses website is a marketing tool, a source of information and another way potential customers can make contact. The topics covered are just the basics. There are many ways to make your site a useful one but these are a good start.

Know your audience, make your site unique and visually appealing, make it interactive and easy to use, and continually up date the content. Make sure you, as the owner of the site, can be contacted. Your site is there as an information source on your company, who you are, what you do, how you do it, what sets you apart. Make sure the information on your site is correct.


Amir Hussain is the Managing Director of ELC New Media, a Dubai-based digital design and Internet development consultancy. For further information, call ELC New Media on +971 4 391 0420 or email: smesupport@elcnewmedia.com