Most businesses have begun asking such hard-nosed questions, say local marketing mavens.
Once the novelty of being on-line has worn off, business owners need to evaluate a Web site the same as any other marketing tool. You can provide information you could never give on a brochure. For instance, market a library of research material, distribute newsletters or software and expand customer service through the use of FAQ, troubleshooting or order-tracking pages on the site. Free useful information, especially with regular updates, can engender repeat on-line visits and ensure customer loyalty, thus reinforcing the company's brand name, Harris said. Gather visitors' name and contact information, including e-mail address, and take the opportunity to invite them to answer a more detailed questionnaire.