Tips, tools, and best practices for B2B marketers.

When it comes your web site, Mom knows best.

October 15, 2008 | Posted by: Lee

Ah Moms.  Fountains of knowledge.  Givers of great advice.  Who would have thought your Mom's advice would be so important when it comes to your web site.

Here's what Mom taught me:

1. "You only have one chance to make a first impression." 

First impressions matter.  Whether your potential buyer comes directly to your home page or to an interior page through Google, they'll create an immediate impression of what your company is all about.  Are you innovative?  Conservative?  Old looking?  Helpful?

Impressions are made through visuals, words, and ease of use.  Are you sending the right impression?

2.  "Listen when people are talking to you."

Whether you just have a contact form or are engaging in 2-way conversations with your buyers via a blog, you need to truly listen to what they're saying.  Be polite and prompt in your response.  If you truly understand what they want, you'll be better able to serve them.

Are you providing ways on your site to tap into the thoughts of your buyer and listen to their needs?

3.  "Don't try to be something you aren't."

Your site needs to accurately reflect what you provide and who you are.  Don't try to be everything to everybody.  Be clear about your offerings, your strengths, and how you stack up against the competition. 

Does your site accurately represent the essence of your company?  Will visitors walk away with a good understanding of what you can do for them?

4.  "Have some fun along the way."

Probably the best bit of advice.  I've never understood why people get all buttoned up and stiff when it comes to business.  I've found that a little bit of humor and personality helps to relax people and create a connection.  It's also a breath of fresh air.  So, let people see your personality, you'll make a better connection and be more real to your buyer.  Often the best place to do this is in the "about us" section.

How have your injected personality into your site?  Where can you lighten the tone and make your visitor smile just a little?