Wake Up Your Web Site

by Jeryl Baker

It's time to wake up your web site. Make it work for you. Just like you change your print ads and update your customer services, you need to update your web site to keep it fresh and make sure you are getting the most from it. A web site can be used for marketing, customer service and business efficiency. Below are some functions to consider that can help you make the most of your site and either reduce your expenses or increase your bottom line.

Online Payments

This can be as simple as integrating a payment exchange system site like PayPal.com (a solution used by many eBay shoppers and small startup businesses) to creating a full shopping cart so customers can order a product or renew a service at any time of day.

Calendar of Events/Staffing

You can easily update an interactive calendar. Viewers can even add events with your approval. The key here is flexibility. If you post a calendar, it must be easy to maintain and modify. Some local businesses use a calendar in a staff section for their staff to sign up to work for specific events. The business puts up the event and the number of staff needed and staff add their names to open spots online so there is no overlap and there is equal access to all openings.

Employment Opportunities

List your open positions, allow others to post job openings and allow job seekers to search your job database for positions that might interest them.

Surveys/Forms

Create an interactive survey to find out what your customers are looking for or answer questions you need answered. This can be a form you use often and allow customers to fill it out on their own time. You should be able to change the questions on this form yourself and also tabulate the answers automatically.

Classified Ads/Personal Stories/Staff Photos

Allow your clients to post their own ads with photos (with your approval) or tell their own stories. Create a staff page where you can improve morale by posting photos of holiday parties, setting up contests or highlighting employee of the month.

E-mail Alerts

Set up a system where any client/customer who requests it can get an e-mail sent to them automatically to remind them of an upcoming service or payment that's due, a new job posting, the latest special or seasonal services.

Rotate Your Photos

Program your homepage photos so they change each time the page is opened.

Scrolling Banner

Add a scrolling banner that you can change at will. As it moves, the viewer's eyes will be attracted to it and your announcement won't be missed.

These are just a few ideas that can make your web site stand out from your competitors. The more web services/resources you include, the more potential customers will return to your site.

Jeryl Baker is the director of design and marketing at The Connextion. She can be reached at jeryl@connext.net, 410-461-5430 or visit their web site at www.connext.net.

This article appeared in The Business Monthly in February, 2002.