Create user resources that keep your company top of mind

Create user resources that keep your company top of mind. For example, you can publish a printable calendar of local events that includes your logo and phone number. And if you own a heating and air-conditioning business, you can include a to-do list on the calendar that reminds customers to call you when they need seasonal maintenance services.

Use interactive features that provide practical information. If you own a house painting company, for example, you can provide a calculator on your site that estimates the cost of interior or exterior painting services. Whenever you help your customers figure something out or make decisions, you’re adding value to the mix . . . and they’ll remember you the next time they’re planning a remodeling project.

Distribute opt-in email messages that share timely information about your products or services. If you sell computers and software programs, for example, you can alert your customers when you have new components or versions available. That way, you keep your customers in the loop about your expanded offerings, without having to hire extra people to answer the phones or make sales calls.

Whenever you take the time to upgrade your site, or just give it a little spring cleaning, you have a chance to pull ahead of your competitors, who may not understand the importance of looking sharp and up-to-date in the online world.