People who come to your Web site to buy products, obtain services or acquire information, want to know that you care about them as individuals. They enjoy providing their own thoughts and input on different ideas. You can offer this service in a variety of ways.

You want to encourage other people to write in. This means that you are making them think enough about your comments that they want to respond. It will get others to reply to what they have said. This is the way that forums get started. Over time, you become known as an expert and can also evaluate other Web sites and Internet resources, such as e-books and e-zine articles.

This interaction with your visitors establishes closer relationships, helps you better understand their needs and interests, gives them a means for addressing suggestions and complaints, provides an avenue for feedback on your products and services, and assists in building a loyal community. At the same time, you are getting fresh, new content for your site that both the visitors and search engines love.

 Visitors like to voice their own opinions. Find different ways to encourage people to express themselves or to let you know they have stopped by. You can take a poll or survey, for example, on a specific product or topic of interest that has to do with your theme.

For example, if you sell garden supplies, you can ask visitors to let others know how they are saving money or doing their share to make the world more Green. If you sell kitchen items, you can ask for suggestions on ways to still buy enjoyable foods that are becoming pricey in the stores.

A survey is another way of gaining input. It need be no longer than eight questions, with “yes” and “no” responses. This can give you more information about your visitors’ demographics. Offer a discount or free e-book to those who participate. This is also another way to generate names for e-zines and e-mails. Just make sure that people agree, or “opt in,” to this service.

 You can also ask your customers for comments on your business and Web site. What do they like or not like? What would they change? What suggestions do they have for other information? How was their buying experience? Be sure to provide an overview of results, if you decide to go this route. Your readers will want to know how others think.

It is important to have a noticeable place on your Web site that is always asking for feedback on the layout and design, products, and content. You always want to hear from your customers and other visitors. The more they feel a part of your Web site, the more they will be encouraged to buy and tell others about you. Today, “others” can be thousands of people through forums, blogs, and social sites. It is not as if they are only communicating with one or two people down the street.

If a business scams a customer, you can bet that it will be on Google in a very short time. News travels fast, especially negative news. Getting feedback also gives you a better indication of whether your products meet the populations’ needs or have to be altered. For example, if you are getting mostly teenagers to your Web site, you may want to add products that are more geared toward younger consumers or highlight those that you already sell for that age group. 

 Your visitors also like to hear from one another, as they become part of a community of people who have similar interests. On every page, offer a link for an e-mail address or feedback form to let visitors write in with their comments, opinions, and suggestions.

You should also noticeably display the company’s full name, phone, physical location, and fax number. Some e-commerce sites only include an e-mail or, even less, an e-mail form. As online consumers have become savvier, they are starting to shy away from those Web sites that do not provide specific contact information.