Identify your visitor's needs

Who are you?

Visitors often arrive via search engines like Google. In a list of search results they click a link that appeals to them, which brings them to your website. Visitors still know nothing about you or your company. Knowledge about who your customers are going to deal with is a prerequisite for the sale of products or services.

What kind of company do you have? What products do you offer? Where are you located? How can visitors contact you? Visitors are looking for that information and use the answers to those questions to determine whether they are interested in you or not. The lack of this information can create a loss of potential customers.

Are you trustworthy?

On the Internet it is not immediately clear with whom you're dealing. Website visitors are often cautious when buying products or services over the Internet. In order to persuade your customers to do business with you it is important to convince them that you can be trusted. Offering general terms, your CoC number and contact details are an important first step: Visitors will know they are dealing with a real company. If they have doubts, then they can inquire at the Chamber of Commerce.

Also, please consider making a request for a label that applies to your industry. For example, a home shopping mark. Your visitors will know that your company is audited by an external body.

Are you good at what you do?

An important question for potential clients. Do you provide really good quality?

By providing references on your website you can let visitors see what other customers think about you. Use a "show, do not tell' principle: show what you provide by means of examples. That's a lot more powerful than just writing down that you have good quality.

What kind of attention and service do your customers get?

By providing access to (parts) of your terms and conditions, potential website customers know what they can expect from you. Mark the points that are characteristic of your service. On these points it is good to  refer to references from previous clients.

Can you do the work or deliver on time?

Can you deliver depends on the request of the potential customer. If you offer products it is simple: do you have all items in stock? Can they be sent to all places in the Netherlands (and beyond)? What is the delivery time? Be honest and realistic here. There is no worse publicity imaginable than making a promise that you cannot keep. Website customers who order a product with a next-day delivery trust it will be there. If you fail to keep your agreement, it is unlikely that they will return.

If your company only offers services it is a lot harder to show if you have time or can deliver. That depends on the request and the requirements of the client. Anyway it is a good idea to give an indication of your delivery schedule or agenda. You can probably show how long a specific project takes. When offering services, fortunately your customers will contact you first to discuss matters with you. Therefore, in the first call, be prepared to clearly indicate a timeline. Also, be realistic here. In the provision of services it is even more important to keep your promises!