Just as in sports (coaching, offense and defense) your website should also employ this 3 pronged approach. Apply it vigorously and you got yourself a winning website.

Just in case you need a FREE website opinion, drop me a line and I’ll do my best.

Back to the 3 pronged approach – what do I mean by “coaching, offense and defense” exactly.

Your website should do the following:

What Your Website Should Do

1. Provide corporate information

This information should educate web visitors on what you stand for; your company’s philosophy. This section should include phone numbers, contact forms, FAQs, product specs, updates, patches, free materials, downloadable brochures, etc.
This is your “coaching” prong.

2. Market and sell services and products to new customers

You are not really selling but in fact you are doing a lot of brand reinforcing so your name can be easily recognized next time a potential customer is on the market for your product or services.
This is your “offense” prong.

This section could be split in 2 items:

a. Selling a Tangible Product

In this case your website should be equipped with an ecommerce feature along with ecart solutions, payment options, guarantees, terms of service, etc.

The ecommerce feature depends a lot on what type of product you are selling. If you sell cupcakes over the web you are probably already aware of what an ecommerce solution can do for your business.

On the other hand if you sell live puppies, an ecommerce solution would not be indicated for obvious reasons. In that case you’ll have to invite visitors to your website by using tons of information displaying your expert opinion in the area you have selected as your business.

b. Promoting Services

Many companies sell their services over the internet. Think of consultants who charge for the time spent with their clients or the subscription you pay to access knowledge reservoirs meticulously constructed in form of blogs, ebooks or white papers.

3. Provide Support to Existing Clients

Welcome feedback and act upon it by providing support and FAQs to your existing client base. Other elements included in this section of your website are:

• News and Press Release
• Testimonials
• Client Lists
• Contact Information
• Corporate Blogs

This is your “defense” prong.

Analyze your website and look for these 3 elements, if they are applicable. Your existing and future clients will appreciate you, your company, your products and services.

 Claudiu Geanta is a serial entrepreneur and founder of Design by Satori Inc. & Satori CG Inc.. He helps businesses promote their presence on and off line. He is also an accomplished web designer, book writer and photographer. You can follow him on Twitter.
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