Getting Rich With Content Rich Sites
Rule #1: Your website must be specialized and focused. You must sell items that feature a broader selection within a product or service category, that are of a better quality, that can be priced lower or that just aren’t available anywhere else. Large brick and mortar businesses like JC Penny, Target or Wal-Mart can do very well on the Internet with sites that are certainly content rich but very generalized because they are already established. You might have to click through 20 pages on one of those sites to find what you are looking for but you do it because you know it is there… somewhere… and if you just look long enough you will eventually find it. That’s fine for the big guys but it’s not okay for us little guys.
Rule #2: You must work hard to build confidence between yourself and your customers. Never skimp on content that builds customer confidence. This content should focus on what the customer gets, not on what you offer. Outstanding customer service is a must as is a fair return policy. If what you are marketing has benefits that are tangible such as feeling better, looking better or making more money, testimonials written by satisfied customers should be posted on your website along with all of the association approvals and endorsements as you can get.
Rule #3: Content rich websites give readers more than what they ask for or even more than what they need or expect to find. Go the extra mile. Don’t just post a picture of a product and a brief description… go beyond that. Provide your customers with such things as dimensions, size charts, customer ratings and feedback, expert reviews, warranty information, shipping costs, expected delivery timetables, or additional product or service ideas.
Rule #4: Get your website organized. The single most frequent complaint about websites in general and content rich websites in particular is that the customer couldn’t find what he wanted. If he can’t find it…he can’t BUY it. Use the “three-click-rule”. What, you ask, is the three-click-rule? It simply means that it takes no more than three clicks from your main page to get to any other page on your site.
Rule #5: Set up a blog or a message board on your site to encourage interaction between the visitors to your site with each other and with yourself. We all know that customers do not spend but a very short time on each site they visit. The more time you can encourage visitors to stay on your site and interact with one another the better chance you will have of keeping them involved in a positive way with your business.
Rule #6: You should have a firmly established privacy policy. Information sharing is a two way deal on a content rich website. The customer provides information about himself while you provide information about a subject he is interested in or about available products or services. When a customer shares information with you, he wants to know what you plan to do with that information. He needs to be assured that the information he provides to you will not be shared with others and will not be used to fill his in-box with an untold amount of SPAM by you or anyone else.
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