The No. 1 Thing Your Business Needs to Succeed

The No. 1 Thing Your Business Needs to Succeed

eTrafficLane Social Marketing

In this day and age of technology, customers assume every business has a website.

Yet surprisingly, according to a 2017 CNBC survey, as many as 45 percent of small businesses still do not have a company website. For these businesses, several opportunities to provide excellent customer service are lost.  

If your business doesn’t have a website, here are some major things to consider. A website can enhance the performance of your customer service department, giving your customers the ability to place orders online, make payments, find information about a product or service, check your hours of operation, and get directions.

If your business has a website, take a fresh look to make sure it’s as customer-service-friendly as possible. 

Editor’s Note: Looking for help designing or redesigning your website? We can help you choose a solution that’s right for you. Use the questionnaire below to have our sister site, BuyerZone, provide you with information from a variety of vendors for free:


It is one of the easiest things a business can do to enhance and better serve their customers. A good customer-service-based website can provide your clients with the following opportunities.

Company history and bios

To attract new customers, add a personal touch to the website. By telling your company’s history and introducing staff members, a level of trust is established. Customers are no longer dealing with a generic website; there are real people behind the company. It’s in this area where you should share customer service rep names, phone numbers, emails and other methods of communication.

Information central

If customers have an inquiry about business hours, pricing or general questions, a website is an efficient way for them to get that information on the fly.

Updated business information

By listing new product releases or updates to existing products, customers can simply check your website for the latest and greatest product releases. This saves time and money for mailings or marketing campaigns. Keeping customers in the loop about new products can result in extra sales without more effort than updating the website.  

It is also in this section where customers can read your blog to find out what’s going on with the company. If your business is in the news or proudly sponsoring a community event, it’s a great opportunity to get the word out.


Instead of keeping customers on hold for long periods of time waiting for a customer service rep, direct them to complete an online service ticket. A ticket not only captures relevant information customer service reps need before returning a call, it keeps electronic documentation for reporting purposes.


A website is a very helpful tool to gather valuable customer feedback, encourage customer reviews and leave comments about their experience. Keep in mind that customer feedback is like little nuggets of gold. This information helps you gauge if changes need to be made either in business policy or procedure. Customer feedback is imperative for you to really understand what is working and what is not.

Positive customer feedback lends itself to the opportunity of shoring up great customer testimonials, which builds trust and confidence in your company. Adding space for customers to complete mini surveys also conveys that spirit of continuing improvement in the goal of ultimate customer satisfaction.

A website is one of those tools that most customers simply expect businesses to have. The benefits of streamlining efficiency and reducing the amount of time customer service reps will spend on the phone increases productivity. In many instances, it will reduce the number of calls altogether since customers can go to the website and answer their own questions.

When designing the website, keep the design simple and clean. Make instructions easy to follow and easy to find. Keep the experience of all customers, especially those who may not have a lot of experience online, in mind when setting things up.

Once your website is up and running, you’ll wonder how your customer service department managed without this valuable asset for so long.

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