More sophisticated sites offer product comparisons and tools that enable customers to better choose their own solutions. But even something as simple as a brochure, offered as a free downloadable pdf, can go a long way towards deepening the relationship between you and potential customers.

As you provide customers with tools and information, remember to instill a level of confidence. Customer testimonials are helpful, but only if they are genuine and presented well.

Validation from outside sources, like trade organizations and government agencies, also goes a long way toward instilling confidence in your company. Consider including their logos on your Web site where visitors will see them. Reciprocal links with these sites will not only improve the visitor’s experience, it will also improve your relevancy with search engines and potentially rank you higher in search results. For more on this topic type SEO into our search field or see my blog on SEO Basics.

As you design your site, it’s important to keep the buying process in mind. Don’t stop with providing customers with the tools they need to make educated purchasing decisions. Be certain to provide them with a call to action, whether it’s forms to complete or a phone number to call, so decisions translate to sales. And when customers use that contact information, be sure to respond in a timely manner. You want to use the Web to provide relevant information in a cost-effective manner. But in the end, you also want to deliver the customer to your door so you can close the sale.

Consider offering an incentive to people who visit your Web site. By asking them to do something as simple as completing a form to request a quote, you generate a lead that feeds your mailing list, and you know the source of that lead. A newsletter, new product information or regularly scheduled coupons also can be useful, informative and even entertaining while providing reasons for visitors to return to your site. 

If developed correctly, your Web site can be an effective addition to your sales force. First, it frees your sales team from having to fill literature requests. Second, it supplements the team early in the sales process by exchanging basic information with little human involvement. Finally, the Web offers the opportunity to sell to multiple audiences, including distributors, wholesalers, dealers and end users.

Of course, your Web site and the relationships you establish there do not replace the sales force. Sales reps are still essential in building a personal relationship that leads to closing sales. However, by building trust, establishing rapport and helping potential customers qualify themselves and their interest, a well-designed Web site can make the sale easier once you get your foot in the door.