Increasing Website Sales Through Customer Service

Who doesn’t want more traffic, happier customers, lower customer service costs, and a website that’s a sales magnet for prospects? Turning your small business website into a customer service tool is one way to impact all these important elements.  You can also find out where your site stacks up by taking our interactive website quiz by clicking here.

When people think of customer service via a business’s website, most probably think of submitting a support request for software or hardware, like when a laptop needs repair under warranty. But online customer support isn’t just for computer manufacturers and software companies. A website that focuses on customer service is for small businesses serving other companies, retailers serving individuals, even individual consultants selling their services.

Good customer service on your website helps you serve prospects well even before they become a customer

Too many small businesses think of their websites as a selling tool. But today’s online business climate means that you must rethink your selling methods. You need to think of your website as a customer service tool and though that approach increased website sales will come naturally and organically.

Prospects don’t want to be sold. They want answers to their questions

They want to see who else is using your products or services, and pros and cons of different choices. In other words, they want information so they can get to know you and make intelligent choices. You’ll notice that a lot of the resources listed below can also encourage sales. And that’s the idea. Good customer service starts even before the customer buys your products—and it can be a deciding factor in an online environment.

Customer service also helps you keep the customers you’ve got

Beyond attracting new business, you want to keep the business you’ve got, too. Your website can play a role here. Your website can give customers a place to air grievances directly with you, leave their comments, and be heard. Done right, it may even reduce the chances of negative reviews on other third-party sites like Yelp by giving you the chance to make it right to the customer first.

Your customers want a place to feel heard by you, to learn how to use your products and services, and even see what else you offer that could benefit them

Using your website as a customer service tool can help you keep customers informed and cut down on the one-on-one time needed for typical support. A great product experience can make for a loyal, lifelong customer.

Ensure your website content supports good customer service

You don’t have to have fancy interactive, custom-designed tools on your site for it to serve your customers well. Think of the role your website content can play in serving prospects and customers. You already know you should be producing high-quality content regularly to help optimize your site for online searches, draw repeat traffic, and convert prospects to customers, right?

Making sure your website fills the customer service need may give rise to new topics you should be addressing and help ensure your content continues to resonate with your target audiences even after they’ve become a customer.

Some ideas for customer service content:

  • Detailed contact information, including phone numbers and emails for different departments (even better, the specific name of the person who they should speak to might be helpful)
  • Extensive FAQ sections (that are easily searchable)
  • Detailed product descriptions
  • Information about upgrades or even disposal or your product once it’s completed its lifecycle.
  • Training resources such as videos, recorded webinars or presentations, PDFs, etc.
  • Your blog – Along with your regular content, you can also post notices like when you’re anticipating slower delivery times due to rough winter weather.
  • Informative charts and guides. Some examples: o Sizing guides and even how to measure yourself accurately (for clothing retailers)
  • How-to guides (how to buy, how to get started, how to upgrade, how to return or cancel an order, for example)
  • Guide to available solutions (compare all the major competitors in your industry to take some of the work out of the decision for the customer)

And if you want to get a little fancier, you can use some more interactive elements:

  • Calculators (for financial planners, investment choices, expensive B2B products)
  • An online forum where users can share how-to’s, etc.
  • Online chat on your site
  • Product or solution suggestions based on preferences or the customer’s profile
  • Order tracking

Do you know how well your website or web content is performing?  Is your website a lead generating machine?  Take the quiz here and find out where your site stacks up. Click here

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