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Issue 6 > Making the web work for your business.

Making the web work for your business.

Chris Cardell details business-boosting tactics.

The rewards that await you if you're willing to put a little time and effort into understanding Internet and e-marketing are enormous.

This is a vast area—but 1 want to give you nine strategies that you can begin using immediately. My one aim is to give you what you need to grow your business and increase your profits. These are very good starting points:

1 Get clear on what the purpose of your website is. Otherwise it can just end up a confusing mess. Is the purpose of your website to sell something, give information, nurture relationships??? It's up to you—but get clear from the start.

For example, the purpose of my website is to give leading-edge information to my clients that can help them significantly grow their business and increase their profits. Simple as that. So get clear on what you want your website to be and focus on it.

2 Remember that your website should not be about you. OK, it sounds weird but the truth is your prospective clients and customers aren't that interested in you. They're interested in what you can do for them. There's a fundamental difference.

Sure, you can have an 'about us' section and your website certainly needs to convey your pre-eminence in your field. But beyond that it should all be about your prospective clients. Step into their shoes. Meet their needs. Address their fears and concerns. Above all, give them solutions and solve some of their problems. Then you'll have a website that people will want to visit.

3 Give people free stuff. Don't hold back. If the purpose of your business is to add real value to peoples' lives—start now. Give visitors to your site information they can use that will make a real difference to them.

4 Email addresses. You've heard this a thousand times before, but would you believe that most businesses still do not collect the email addresses of everyone who contacts them? You may as well take a huge bucket of cash, go to the top of your building and throw it out of the window.

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