Keeping old customers, winning new ones
There are many ways to add more individuality to a website.
that reflects the personality of the company, for example,
33a portrait of the company owner,
33thank-you notes from customers,
33a news section with situations and photos related to the
In addition, loyal customers come more often if you take
good care of them. A website is a very good instrument
for maintaining regular customers through communication and
support and converting new customers into regular customers.
How does technical personalization work?
For technical personalization, i.e. automated individual address of
customers, there are easy-to-implement tools that subsequently
equip a website with various personalization functions. Technical
customization may include:
33A tool that shows the visitor’s Geo-IP for individual city-based
contact according to geographical features. This allows the
of special offers available near the user.
33The time of the visit. This can be put to good use, for example,
to insert current contact information if no one is currently
in the business.
Manufacturers offer different software to implement these
functions. These types of modular website construction
systems simplify personalization even with little previous
A website presents a company in the
The start page is the showcase, or if you will, the entrance
area. To ensure that customers see through this window, it must
first be clear why someone would decide on a company found in
the Internet. It might be the proximity, possibly the opening hours,
or a special
service or product. The reasons may be different. But
certain criteria play a role for every potential customer.
Important information on the start page
Important information should be placed directly on the start page.
In addition to the corresponding menu point, the visitor’s attention
should be attracted by a particular eye-catcher. This saves time
when searching – especially on the user’s first visit. After all, the
faster information can be found on the website, the better.
Let your start page immediately show what you offer your visitors.
Your company and its performance should be authentically presented.
In addition, information (address and phone number), business or
office hours, a link to a contact form as well as a link to a map
should be easy to find. It’s best to add the most important points
to the navigation bar. This makes the start page clear and allows
important information to be readily found.
Services and products in detail
Services and products interest customers the most. What do they
get from you? Describe all of your services, not just your specialties.
Offer visitors assistance
Support visitors to
33quickly skim the content of your website,
33comprehend essential content easily,
33read the full text without interruption,
33recognize the high value they get from reading your texts,
33bookmark your page,
33become regular followers of your website.
Eight tips for a good website
33Design your start page clearly and informatively.
33It should include your phone number, contact details and a link to
the contact form.
33Make important information – opening hours, for example – clearly
visible on the start page or use a teaser to make it easily visible to
33 Present your products/services in detail.
33Introduce your team and premises, if possible with a short video.
33Always offer customers several opportunities to contact you.
33Use the “3-level presentation” rule.
33Pay attention to the basic elements of search engine optimization.
Customers often find little information on everyday
things – the
kind you hardly find noteworthy. In terms of individuality,
inform the customer about the equipment, resources and methods
you use? Transparency creates trust. For the customer,
that a business which pays attention to the simple things will have
regard for everything.
The same applies to product presentation. Always show your
comprehensively and with images. Create unique product
categories and sub-divide these only when necessary, and in as
few sub-categories as possible.
Product presentation should be classified into three levels:
33Level 1: A powerful, labeled product image accompanied by a
short description, possibly only with bullet points. Level 1 links
to level 2 and 3.
33Level 2: Describe the most important properties and
of the product in detail and provide additional
33Level 3: Link to data sheets, manuals, other documents
and more images, so that the customer has comprehensive
on your product.
Product presentation on three levels applies to the presentation of
all extensive content. After all, no one wants to be overwhelmed
with too much information on one page. On the other hand, users
want to find everything they need to know. This is why it’s best
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