Existing customers will have access to technical support such as troubleshooting procedures, product specifications and parts list, how-to procedures, diagrams, and special help lines. This is especially useful for after-hours needs. Making this information available through the web lessens the demand for customer service personnel. You can offer 24-hour online information access. The public may come to view your web site as an information resource.
Consumers prefer doing business with companies they know something about.
This presents an approachable, positive image. Good public relations helps the bottom line. You can reach customers far beyond your geographical boundaries. For online customers, a company 500 miles away is as accessible as one down the block.