January 2001 Managing/Technology Build Your Customer Base Online Create a Web site that gives information clearly and is simple to navigate Why should you have a Web site if large companies such as Ashford and Mondera have spent millions on theirs and they still aren’t profitable? This is the question Curt Parker set out to answer at his recent seminar, “How To Build a Customer Base Online” at The Professional Jeweler Show & Conference in Las Vegas. Simply enough, you should have a Web site to prevent yourself from losing money to Internet jewelers and because your customers are online, Parker says. Build It Yourself If you don’t want to spend the money or don’t have the money to spend, Parker suggests you build your Web site yourself. By using Web site design software, which can cost as little as a few hundred dollars, you can build a site without even knowing HTML coding. To show how simple it can be, Parker demonstrated how to use Microsoft FrontPage to create a site. By launching the program, selecting “start new Web page” and choosing the option to build with a wizard, you can be on your way to having a Web site. The wizard allows you to choose the type of pages you want, such as a home page and an “about us” page, and select what you want on each page, such as a logo and navigation menu. Next, choose a theme for your background, and FrontPage will create your Web site templates. Once you create your graphics and customize the pages for your store, the site is complete. Site Necessities You can build a great site, but still drive customers away if you forget to include simple information such as your phone number and location. When building your site, Parker suggests many things to consider: • Always show users where they are, where they came from and where they can go. • Users should be able to get anywhere in your site within three clicks from your home page. • You should be sure to include a site map and a frequently-asked-questions, or FAQ, page – these are two of the most used pages on a Web site. • Include your store name, address and phone number on every page. • Put a map to your store somewhere on the site. • Use content that will keep people coming back to your site such as games, giveaways or news. • Have a search engine that works. Your Domain Name Having a site is not enough. If users can’t remember your Web address or can’t spell it, they won’t visit it. When you select your domain name, Parker suggests you make it something meaningful such as MyStoreName.com. The name also should be short, simple, unique and pronounceable. If you want to use more than one domain name, you can register multiple names and have them all directed to one address. And don’t forget to register all of the domain name extensions such as .com and .net. After you choose an address and launch your site, you must advertise your address. Parker suggests these ways: • Get new stationery printed or print small stickers with your Web address on them and stick them to your current letterheads. • Put your Web address on all your advertising. • If your Yellow Pages have an online directory, add your Web address. • Have T-shirts, pens, hats or notepads made with your company name and Internet address on them. Give these away to customers as a promotion. • Include your Web address on your answering machine and hold messages. • Post notices of your site’s content on news groups and community bulletin boards. • Ask others to link to your site or exchange links with them. • Check to see whether your chamber of commerce links to local business sites. If so, ask to add your Web address. • Ask your vendors to link to you. • Offer unique content or features on your site and publicize them. • Encourage people to bookmark your site. • Start an e-mail newsletter. • Add a hyperlink to your Web site at the end of all your e-mail messages. • Submit your Web site to the major search engines. Keeping Online Customers Promotion will get potential customers to your site, but it won’t keep them there. You need to go out of your way to make online shoppers want to shop with you, Parker says. The most important thing to do is to show your customers you care. Provide them with live online customer service or phone customer service. In addition, you must anticipate your customer’s needs. Be sure to tell them where you are and how to buy from you. Get your staff involved with selling to online customers, following up with e-mails to answer questions and trying to create add-on sales. Parker also suggests using Internet technology to help you stay in touch with customers. Get e-mail addresses and use them periodically. Send e-mail to remind customers of an upcoming birthday or anniversary. Use it to alert them to new products and upcoming promotions. If customers prefer to be contacted by e-mail rather than phone, also use it to let them know when a repair is complete or when a shipment arrives. – Julia M. Duncan