The longer visitors are on your business web site, the greater the opportunity for branding
Some visitors who come to your business web site will know what they're looking for, but many others need guidance. Some of them are considering the competition, and if they are shopping online, your business web site has to out-shine the others to get the business.
It's important to try to keep your visitors on your site until they become a conversion, or to at least build a relationship with the customer through the web site until they feel comfortable enough with your business to come back later and complete the sale.
Below are some ways to use your business web site to increase potential branding, and branding means more opportunity for conversion.
Add some free information to your business web site
The more information you have on your business web site, the longer a visitor can browse the site without running into the same pages. If there's more to read, it's more likely that visitors will stick around to read it.
An added benefit of having more information on your business web site is that you will get more targeted traffic through search engines to the content pages of your site, where visitors can be introduced to your brand.
The free information on your business web site can come in the form of articles, reviews, statistics, and tutorials. You can also use this information to increase your range of customer services through your business web site.
Include interactivity on your business web site
People like business web sites that they can interact with. If you have a product or service that can be customized for a customer, consider creating an interactive media experience where the customer can generate price quotes based on certain information, or can see visually how a change of color or size will affect a product.
Keep your business web site live
One of the best ways to keep a business web site attractive and "stickable" is to make sure you have some current information. It has to look like your business web site is a live entity, with new information being added all the time.
These are just a few ways to add stikability to your web site. As long as you keep in mind that your goal is to keep customers on your web site until they become a business conversion, you can come up with some other creative ways to achieve