Your website is a company brochure. Think of a new car brochure. A cover (enticing you to read on) and pages and pages of specs – Interior, exterior, pictures of the car in various driving settings, engine specifications, color combinations and prices. All of this has the goal of you seeing yourself in the car.

Do you have the following items on your website:

Products – A simple list of all products that you sell, with a short description and a link to further information. Include as much of the following as you have:

Screenshots!!! Demo version, screencams, FAQ, Documentation, References, technical specifications, sample reports

Remember: You are trying to make their short list so they will contact you. They will NOT contact you if your website doesn’t pass their muster.

(Have you ever bought something from a website that you did not like? Have you even stayed around very long?)

References – You MUST have real people saying nice things about your products. If you cannot get permission, use first name and last initial (no company name) with the quote. You should have these in your mail file. If not, call some current customers and ask for a single line quote that you can use with or their name. If they can’t, show them the First name last initial quotes, which they should agree to .

Corporate – Who is this company. # of years in business (=stability) is critical.

Downloads (or similar calls-to-action) – Make that link easy to find and put more than one location. I have one on every page in addition to my top menu. This is one of your “Lobster Traps” to capture customers. You only really need a valid email address to start communicating with them (see Lead Management, below).

Support – Let them know they will get support. Make that page very accessible, too.

Ask a question – This is less scary than “Contact Us” where a salesperson will call.