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How to Turn Your Website into a Customer Relationship Tool…

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How to Turn Your Website into a Customer Relationship Tool…


pick a few or try all 25 ideas! The price is right for any small business.


About fifteen years ago, having a business website was a big deal. It was also a complete waste of time since few people used the Internet for business matters.


About eight years ago, quite a few small businesses, had not even updated their website since, probably fifteen years ago.


Today, that’s all changed. Nearly everyone has a website. And it has become routine to use the Internet for e-mail, HTML.jpgbilling, ordering, blogging, sending readers to certain landing pages on their website and to give a quick response to a customer service issue.


But many businesses still haven’t fully realized the power of their own website to interact with people. Many have little more than an electronic brochure with their company name and a few slim details about their products or services.


Just recently, a person said to me their website was a total waste of time. I asked how often do they update the site? I’ll say a blank stare given to me means never. But a website today can be far more. They are also much easier to update.


The recent comment mentioned above, led to an idea for this post. I took everything I could find from my archive on websites and behold, here are a few ideas to turn your website into a powerful customer relationship tool.


  • Offer product literature in a PDF using a simple request form to get a copy.
  • Turn your printed literature into easy-to-download PDFs for faster and wider dissemination.
  • Create a ready reference for product specifications, owner’s manuals, and parts lists on your website.
  • Use a video of current products and services. How to fix and repair a product keeps the home handyman happy and loves telling others.
  • Explain guidelines for ordering, payment, and returns in easy terms to understand. Using a visual is a good choice.
  • Create a customer service tool using social media to reduce phone calls and increase customer satisfaction.
  • Offer an email newsletter to keep people up-to-date with your services, growth, and product or service offerings. Depending on your business, start out on a monthly schedule, but keep checking email results.
  • Post back issues of your blog and newsletter for reference.
  • Post your annual report to save on printing and postage costs.
  • Post news releases and product announcements on social media with a lead back to your website.
  • If you have frequent information updates, you should build another web page that always is updated and send each new announcement via email.
  • Post your customer testimonials. If a customer sends one to your company in writing, ask them if you can publish it on your website
  • Provide information about how your company was founded, its history, and behind-the-scenes information to increase your brand awareness and increase the comfort level purchasing from your organization.
  • If you have an interesting factory or plant, create a photo or video tour to show how your products are made.
  • Provide a list of capabilities. Obvious, but make it easy to find. WordPress has a great assembly of one page templates that make this easy and affordable.
  • Post names and photos of key personnel, including customer service representatives. Social media, such as Facebook, is another good tool to use.
  • Give a “swagger list” of completed projects that show off your skills and capabilities. This is another good idea for a company video.
  • Build credibility by posting favorable product reviews or customer testimonials.
  • Impress prospects and customers with testimonials, awards, and prizes won by your business or staff members.
  • Prove your competence and industry leadership with how-to articles and white papers. Especially important if your company is starting to write and distribute content.
  • Show the names and logos of well-known customers, but first get permission.
  • Offer “request for quotation” forms for immediate download or design a simple web page form that people can fill in and submit.
  • Provide an easy means for contacting your company with questions or feedback via all the latest communication channels. This could include branch sales offices, representatives, and distributors, if appropriate.
  • Sell your products online through a shopping cart system. Check on the competition to see what they are using for customers and prospects.
  • Sell replacement parts or accessories online.
  • Start posting a blog to make it easy to reach customers. Always show how your product or service can offer a solution for your customers. Today, saving time is high on everyone’s customer list and may require a separate web page to induce conversation in the comments section.

PhP.jpgToday’s digital marketing scene has changed a lot of buying and purchasing decisions. Don’t ignore what you are seeing in your industry. Check on your competitors, talk to industry leaders and never fear change until you determine its effect on your company.


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Marketing Communications Group, Inc.

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.   



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