Your Web Site Communicates A Lot by Steve Adubato, Ph.D.

The Internet can be a powerful sales and communication tool. It can also be a source of great frustration and confusion for those seeking valuable information about you and your organization. For many, a Web site and related E-communication are the primary vehicles that tell potential customers who they are and what they offer. With this in mind, consider some tips that can help you maximize the power of the Internet.

--Your Web site has to have a balance between sales and promotional material and relevant information that potential customers can use. Resist the temptation to use your site to simply communicate to the world how great you are. It is essential that you offer free material that people can use immediately to help them in their business. One example is posting a succinct article of no more than 600 words (the length of this column) about an important business issue that demonstrates your expertise but also addresses a particular problem or challenge faxing your prospective customers. Such an article will say more about who you are than any advertising slogan.

--Keep your site updated. If you communicate information that is dated or simply inaccurate, it sends the wrong message. Your Web site isn’t like an ad in the newspaper or on radio. It has to be seen as a work in progress that is constantly revised.

--Think “user friendly.” The graphics have to be easy to understand. Make sure the services and products you offer can be found immediately. You don’t need a lot of bells and whistles and music or sound effects are often distracting. You just have to make sure people can find exactly what they are looking for, such as existing clients, services offered, history, bios of relevant personnel and contact information.

--Don’t underestimate the value of third party testimonials. You saying your company is great is one thing, but I want to know what your clients think. Make sure your site has a section where satisfied customers can communicate their enthusiasm for you and your services. Those testimonials should be no longer than a couple of sentences and should come form people in recognizable and respected organizations.

--Let’s talk streaming video. It’s the latest Web site technique, but in many cases, it is overrated. Simply put, quality matters and so does accessibility. Whatever video you put on your site, make sure the quality communicates something positive about you and your company. Don’t just throw anything up there because it is “streaming video.” Second, make sure the video is easy to access, meaning a potential customer can click on the link and quickly see something of value. The best items to put on streaming video are personal messages from you or in-person third-party testimonials. But if you are a CPA, you really should question whether streaming video has real value. I don’t need to see video of a tax return you did for someone. The point is, don’t just do it to do it.

--Use your Web site to get feedback from the marketplace. Do mini-surveys inquiring about the needs of prospective clients. Create a conversation as opposed to a monologue that is all about you. Then use the information and report back on your site about what you’ve found. Close the feedback loop.

--Make sure your Web site is part of a larger marketing and communication effort. Your site must be combined with the personal touch. Don’t stop writing hand-written notes and making calls to keep customers. Don’t use your Web site as a substitute for meeting face-to-face over a cup of coffee. The point is, your Web site is important, but it is not the whole marketing game. The personal touch will never go out of style.

Dr. Steve Adubato coaches and speaks on the subjects of communication and leadership and is the author of the book "Speak from the Heart." Write to him at The Star-Ledger, 1 Star-Ledger Plaza, Newark, NJ 07102, or click here to contact him through this web site.