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ans Serif">Why do you have a website?

ans Serif">That's a question you need to consider carefully in the age of e-commerce.

ans Serif">Almost every business has an online presence now. But few are making the most of their sites. Most are a virtual replica of the company brochure - with product and service information, photos and contact information.

ans Serif">There's nothing wrong with that. But if it's all your website does, it probably won't repay the investment of time and money you put into creating it.

ans Serif">Smart businesses are now realising the most powerful feature of a website is to collect email addresses.

ans Serif">Think about it.
When

someone visits your site, the chances of you getting the order the first time they land on your site are slim. They'll have a look around and might be interested in what you have to offer - but they'll probably go away and think about it before spending money.

ans Serif">What you need to do, before those visitors click away, is to get their email address so you can keep in touch.

ans Serif">You can follow up, establish a relationship and increase your chances of converting them into customers.

ans Serif">So how do you collect your visitors' email addresses? The best way is to offer something free. It can be free information, a free gift or a free service. When people sign up for the free offer, they provide their name and email addresses.

ans Serif">The culture of the Web is built around free stuff. It's what the big-time Internet marketers have been doing for years. It's known as the law of "giving and selling". Now, small businesses are finding it works for them, too.

ans Serif">You need to be creative here.
Depending on your business, you'll know the kind of free information or gifts your prospective customers are looking for.

ans Serif">For example, a restaurant could offer recipes or discount vouchers. A plumbing business might offer advice on how to avoid costly repairs. A garage could offer car maintenance tips. A small business site could offer a collection of relevant articles, sent out month by month.

ans Serif">The possibilities are only limited by your imagination.

ans Serif">This whole process is easier if your website already provides some free information for visitors. In fact, people go online primarily to look for information, rather than to buy. So the more useful content your site provides, the better.

ans Serif">Okay, it takes a bit more work to provide information on your site. But it will set you ahead of your competition. And the investment will repay you many times over.

ans Serif">After visitors have read the useful information on your site, you are then in a position to ask them to sign up for more valuable information or special offers, in future.

ans Serif" color="#008000">The idea is to turn that stranger into a friend, into a customer, then into a loyal customer.
ans Serif">The best way to achieve this is by a regular email newsletter.