What’s in Your Website?

October 04, 2009

The current state of the economy has presented challenges to many businesses over the last year, and mystery shopping providers are no exception. Tight budgets necessitate careful consideration of return on investment for every business expense, and many long-range goals are taking a back seat to those presenting an immediate need.

A company’s website is a prime example of a worthwhile expense, albeit a large one, that is often overlooked as expendable. However, the development process is sure to result in a better understanding of your business and a stronger connection to your clients.

First impressions…

You don’t have to actually sell online to increase business through your website. Everyone interested in your business (clients, shoppers, competitors) will start by looking at your website. Conclusions – accurate or otherwise - will be drawn about you based on the design (Are you creative and innovative?), content (Are you experienced and knowledgeable?), and navigation of your site (Are you easy to work with?).

Four distinct characteristics are critical for an effective website:

• The site must be relevant. Provide what users are looking for. Inform, educate, and solve problems for your users. 
• The site must be current. Out-of-date information reflects poorly on your business. Periodically review the site for inaccuracies, changes, and oversights.
• The site must be fresh. Adding new and interesting items on a regular basis keeps visitors coming back. Site traffic is good for your business and good for improving search engine visibility.

• The site must be interactive. Allow users to act on impulse and immediately comment or ask questions by providing a blog or other forms of contact on your site.

Something for everybody…

Everyone is a winner when a company successfully produces an effective website.

An effective website benefits your business.

A website development project starts with a beneficial self-discovery process (or rediscovery, as the case may be).

• Reexamine your corporate identity brand and ensure it communicates who you really are.
• Revisit your mission statement and make sure it still reflects your vision for the company’s future.
• Recharge your enthusiasm for plans and projects.

An effective website benefits your clients.

Remember that a website that “gets the job done” is very different from a website that “gets the job.” A website that accurately reflects your strengths – whatever it is that sets you apart from your competition – has the power to positively impact both prospective and current clients.

• Reinforce your brand. Increase exposure to company name and logo.
• Strengthen your connection with current clients as they check back to see what’s new.
• Encourage additional business by showcasing your list of services.

An effective website benefits your shoppers.

New shoppers need reassurance about legitimacy and security; current shoppers perform better with personal connection and interaction. 

• Build a foundation of trust with shoppers, especially those new to the industry.
• Develop a “community” of shoppers by becoming “real” people (it’s easier to relate to something tangible than to something virtual).
• Protect shoppers from the scam du jour by prominently displaying details and warnings.

An effective website benefits the mystery shopping industry.

The recent rash of scams has produced a flood of negative press and diminished the reputation of the industry as a whole.

• Explain the benefits of mystery shopping.
• Show support and bolster the credibility of the industry.

• Raise the bar for other mystery shopping providers.

Listen to your website…

A website works for you 24/7 and delivers a consistent message to every visitor. Make sure the message it sends is a positive one. What is your website telling people about your business?