But a lot of websites haven’t graduated to taking advantage of these possibilities. They were designed as little more than online brochures and there they remain – brochureware.

This sort of static site is looking pretty tired in today’s increasingly sophisticated marketplace. If yours is one of them it’s time for a tune-up. Start by taking a good look at the sites of your competitors and you’ll quickly see what’s possible.  Now go back to your own site and ask a few questions:

•           Does it communicate an accurate and positive image of my business?
•           Will it impress customers considering a purchase from my firm?
•           Does it mention all our products and services?
•           Is it easy for visitors to place an order or make a purchase from the site?
•           Will visitors find it easy to navigate and locate what they’re looking for?
•           Is it kept up-to-date and checked regularly for obsolete content?
•           Does it have a tracking facility that gives details about the source of visitors and which sections of the site they viewed?
•           Does it allow my customers and prospects to communicate with me?
•           Does it tell visitors our location, hours of business and how they can get in touch with us?

Consumers are increasingly using the web as a source for suppliers and checking websites for price comparisons. This is why you want your site to communicate an image of reliability and quality along with providing information.  And if it offers a shopping cart and online payment, then so much the better.

But in addition to bringing your site up to date in terms of functionality and looks, make a commitment to an ongoing program of keeping the content fresh. Nobody visits an unchanging site more than twice, and they don’t stay long the second time! Highlighting your special offers is just one way to do this. They can be regularly changed and become the reason for repeat visits to the site. Give the site a personal touch by featuring all the key members of your team on it, complete with photos and brief backgrounds that might be of interest to customers.  Include the latest news from your firm.

Highlighting the expertise of your team members, introducing new products, and providing information about how to use them – just a few ideas that can turn a visit to your website into an opportunity to gain a new customer.