So you have a fantastic website set up for your business – what’s next? A great website is an excellent basis for customer engagement and building sales, but how do you make the most of your website?

Here are some practical ideas for cashing in on your awesome new website:

1. Sync with Your Marketing Strategy

A great website with appealing website design is an essential starting point for your overall marketing strategy. Once you have your business website set up, you could look at integrating your site into your marketing strategy. Start looking into different ways to promote and get the most out of your website, such as:

  • Traditional marketing – Your business might use traditional marketing tools, like radio ads, print ads, or direct mail marketing. If so, these should reference your new website with a link. In cross-referencing your offline and online marketing materials, your business leverages your marketing channels for greater impact.
  • Internet marketing – Using paid Internet advertising is another way to direct more relevant traffic to your website. Other types of Internet marketing include e-Newsletters, guest blogging and social media advertising.
  • Search engine optimisation (SEO) – Your business can enhance organic search results by using SEO techniques, so that more potential customers can find your website. Like paid advertising, SEO targets specific customers with the use of keywords or phrases.

2. Design the Customer Service Process

Your marketing strategy is just one part of capturing leads and generating more sales. You could capitalise on your new website by designing an effective customer service process that emphasises the role of your site in capturing leads and closing sales. Use a flowchart to visualise the entire customer service process, from the first contact query to any post-sales feedback and follow up.

You’ll be able to use the design exercise to work out what role your website should play in the overall sales process. For example, you might decide that your website should be used to capture new customer information, as well as customer feedback.

3. Set Up Sales and Communication Channels

You will have identified your business’s vital communication channels from your customer service redesign process. A business might use the website as a frontline communication channel, with live staff hotlines as a secondary channel. New telephone systems and extra phone lines could be some of the new tools that you’ll need.

You could consider introducing other features such as live chat through your website, a web-based order form, or a request-for-call-back form. These types of tools can reduce costs for your business. They can improve customer convenience and experience, and in turn, boost your website lead generation or sales volumes.

4. Review the Customer Service Process

Reviewing all stages of the customer service process is probably best thought of as on ongoing priority. How your business should redesign or adjust its customer service process can change over time. These can include changing product lines and markets, seasonal variations or sales volumes.

You’ll find it useful to review the entire process at regular intervals for ongoing fine-tuning. This could include testing and reworking particular stages or channels to optimise sales outcomes. It can mean setting up new pages for new products.

fter each review, you could end up changing and expanding the role of your website. You could also decide to introduce new elements and pages in your website to enhance your marketing strategies and the customer service process.