Home
>
Web Design
>
How Your Business Can Win Online

How Your Business Can Win Online

There are lots of websites out there that do little to encourage their customers to stick around or buy their products from them. In this article i'm going to show you a typical example of where a small company has gone wrong with its website.

Company X is a small family run roofing company. They repair, install and insulate roofs. They spend a lot of time and money advertising in the press and exhibiting at consumer shows and events to attract new customers. They are visibly committed to their customers and their needs. They do it well and reap the rewards. They are succeeding offline.

A potential customer sees them at a show they are exhibiting at. She has a brief but informative conversation about her roof with a company representative and takes away some literature to read. She leaves with a highly positive impression of the company and its employees. When she reads the literature she notices that the company has a web site and visits it. Their site looks professional. She looks deeper into the site by clicking a few links.

It only takes a few clicks for her to realise that the website is very thin on content. There's little text and the text that is present is incredibly dull and uninformative. The site looks exactly like the brochure she took away. In fact, thats exactly what the web site is - the brochure online.

The site has a few basic features: you can contact the company, request a quote visit or get their phone number. There's little else of any interest for potential customers. So would she stay and buy from the company? Probably not. At this point she either has to contact the company by phone to get more information or go somewhere else. She's been abandoned by a company that has clearly made little provision for her visit. At best its a dull visit. She doesnt think very highly of the company now.

What went wrong? Why did the company, which made such a positive impression offline, make such a poor impression online?

Has the company put much effort into the site? No.

Is the web site poorly thought out? Yes.
Is there anything on the site to keep the customer there/interested? No.
Did the web site meet the customers needs? No.
Did the customer have an overall positive impression of the company? No.
Did they lose the customers business? Very likely, yes.

What can the company do to turn their website around and present a positive impression?

Spend some time researching their customers needs and re-focus their site around them.
Visibly apply their offline customer dedication online.

Its critical that their customers perceive some value from visiting their site. Otherwise why would they stay around long enough to even read about their products let alone buy them?

What if they arrived at the web site again? This time the text on the site sounds more interesting and descriptive. The site doesnt look identical to the brochure anymore. There's some real case study examples of how previous customers have benefitted and saved money by using the companies products. How they transformed a cold roof space into a bright and warm usable room, or how they saved a fortune on their heating bill after some roof work was done by the company, etc.

There's also a new quote tool that lets you put in your dimensions and get an immediate quote for the work. There's also a button to get an expert to call you, a tool for seeing what any project work would look like when finished, a reminder tool which tells you when you are due for a roof inspection, ideas for improving your roof space, etc. The list doesnt necessarily stop here. They can add as many features, tools and resources as the customer wants. Starting with the customers most important ones first. On the new site the company also state their dedication to the customer - they make guarantees to respond quickly to any question or comment and help the customer in any way they can at all times.

The customers experience is very different now. She will be happy with her visit and service and have a positive experience of the company. She'll feel the company is very attentive to her needs. Ultimately she'll buy more from the company.

The companies end result is different now too. They'll have more happy and loyal customers and ultimately therefore more recommendations and sales.

Are you making the same mistakes on your website? What can you do to improve your customers website experience?

Useful tips:

Respond to your users needs.
Adopt a creative approach.
Create some interest around your products.
Make your customer dedication visible.

Good luck!

About The Author

Need to get your business online? contact me now to find out how you can do it for less mailto:peter@dynamiq.co.uk You can see more of my articles to help you get results online at mailto:peter@dynamiq.co.uk.

mailto:peter@dynamiq.co.uk

recurring maid service Buffalo Grove ..

In The News:

The iconic Mary Kay pink Cadillac goes electric with the Cadillac Optiq, available only to the company's top 1% of sales force performers.

Cybercriminals abuse trusted Intel driver to gain kernel access and shut down Windows Defender, enabling undetected malware deployment since July 2025.

Using email aliases for online shopping and subscriptions can protect your privacy by preventing companies from linking your activity across websites.

New research shows AI overlap does not equal job replacement, with knowledge-based roles seeing most integration while physical jobs remain least affected.

Scammers target seniors who avoid social media by exploiting public records like obituaries and real estate filings to steal personal information and money

Recovery team in Italy use AI-enabled drones to detect missing hiker's red helmet, leading to successful recovery after months of ground searches

Google Salesforce system breach exposes business data while scammers use incident to target users with fake security calls and phishing attempts.

Google announces Pixel 10 lineup with Tensor G5 chip and Gemini Nano AI, introducing Magic Cue, Pro Res Zoom up to 100x and satellite emergency support features.

C San Diego study reveals 86% of school safety companies monitor students 24/7 on personal devices, raising privacy concerns.

Users can now add their favorite outlets' coverage to the Top Stories section of Google search results by utilizing the 'preferred sources' feature. With just a few clicks, you can add Fox News.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Interstellar object 3I/ATLAS shows an unexpected frontal glow that Harvard's Avi Loeb says cannot be explained by sunlight reflection or standard cometary outgassing.

Receiving order confirmations for purchases you never made could mean your email address is being exploited in fraud operations targeting multiple retailers.

First wireless brain implant works with Apple's official protocol, enabling hands-free control of iPhones, iPads and Vision Pro through thought alone.

Data brokers sell personal details that scammers use to target retirement funds through fake financial advisor calls and convincing phishing attempts

Ten innovative tech solutions from gait sensors to smart pill dispensers help adults 65+ track fall risks and prevent injuries before they happen.

Meta AI internal documents revealed chatbots were allowed to flirt with children and engage in romantic conversations until the company was exposed by Reuters.

ChatGPT will avoid giving direct mental health advice under new OpenAI rules following instances where the AI model provided harmful or misleading responses.

Your phone tracks you in more ways than that little GPS icon suggests. Here’s how to find and clear hidden location logs on iPhone and Android.

Authorities in France and the Netherlands have been notified. Meanwhile, impacted customers are being told to stay alert.

Apple just rolled out a redesigned Blood Oxygen feature to specific models, following a recent victory in a legal dispute.

Kidney dialysis provider DaVita experienced a ransomware breach by the Interlock gang affecting 916,000 people in the second-largest U.S. healthcare attack of 2025.

A Chinese-made Unitree R1 robot walked Manhattan streets and shopped for shoes as part of KraneShares' $28 million AI robotics fund promotion campaign.

The ShinyHunters cybercriminal group breached Google's Salesforce system through vishing attacks, stealing business contact details and customer data.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

How Your Business Can Win Online

Web Design