Essential Tools to Have on Your Website

Zack Greenfield • November 1, 2022

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I want to give you some essential tools that you need to have on your website for your customers. They're counting on your website to be a place for resources. So let's go over 'em on this video.

We know that our customers visit and hopefully revisit our website, especially if they're ongoing and they're buying from us on a regular basis. So what are some of the things that you really need to have on your website for your customers? This is a little bit of a different conversation than what we need to have on our website for potential customers, right? That's a different deal. And we've had other videos on this channel. We talked about kind of the friction between the two. Let's carve off our existing customers though, and talk about the things that they really need to have so that they're served well. The first thing they need to have <laugh>, and it goes without saying, but I see a lot of screws with this is an easy way to reach you. Uh, sometimes that takes the form of a phone number, sometimes not, or a contact form or chat.

There's a lot of good chat platforms out there, but the existing customers should definitely have a way to reach you or your staff and get help with the product or service that you sell. Now, the other thing they should have is an FAQ section. I think that's a really important part of a website that address the top 10 or 15 questions that your existing customers do have. And you can find those out typically by talking to your staff, cuz they get the same questions all day long. You can just ask 'em what those are. Or you may be the person that gets the same question asked to you all week long and it's time to document that or make a video that answers that question so that folks can get the answer at 11 o'clock on a Sunday night. That's always a litmus test. You know, how can you serve your customers in the middle of the night when their brains are going and they're trying to find the answers about the things that you have sold them?

So the FAQs, the other part that I think is really important, and the other thing that I think really helps is if particularly if you sell product, that you have a library there of the manual or instructions, right? And that also may be the case if you sell a service and there's some follow up or aftercare is something we've done for a lot of our medical client. You know, like medis spa stuff, We have aftercare documentation, right? Anything that I would call part of the chain of customer service that you can virtualize the after, I guess you could just call that aftercare, like what does the customer need after they make the purchase to continue to be happy, right? Cause your goal and my goal in helping our clients is to assure that their customers stay happy even after the purchase. Because happy customers breed more happy customers.

So we want them to stay that way and tell a great positive story about your brand. Now, I think the other thing is that all of those instructions, whatever they beat, how to get to the FAQs, how to contact you, you know, after purchase support, those types of things should be really overt and not hard to find. There is no reason on your website to frustrate an existing customer or to have that buried behind a bunch of sales literature that is really targeted for new customers. So you may want to consider having that stuff reside on a customer resources page or some separate link that doesn't, you know, invite friction with your homepage sales pages or landing pages. You may want to carve that out and have a special area for your existing customers, which is exactly what we do because like many folks that have designed websites, we found there is just simply too much conflict between providing that service and talking about what we do to new folks. Take all of these things under consideration. Go ahead and audit your site and really think about if it's serving your existing customers in the best way possible and make some changes. If you need to go ahead and like this video and subscribe to the channel and see, don't miss the next one.

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