Firms should appear as approachable as possible through their web design, it has been claimed.
It
is also important that businesses making the move to the web align
their site with their offline business objectives, according to
PracticeWEB.
The firm's client relationship manager, Richard Sargeant, told Accounting Web: "Ultimately it will only give you value if it is aligned to the objectives of the business.
"You should not seem to be unapproachable."
He
adds that when a business website offers a service, such as
accountancy, providing the means for customers to contact the site's
owner should appear on every webpage.
Commenting on his blog,
Seth Godin claims that receiving customer feedback should be seen as an
opportunity, despite being sometimes "horribly expensive and
inconvenient".
He suggests that firms set up a separate email address where feedback or customer replies to online marketing campaigns can be sent to keep the administrative burden to a minimum.
Should customers have a right to reply?
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