Providing information is one of the best ways to encourage customers to come to your Web site, remain for an extended time and then return for additional information on a regular basis. These are the people who will become your best customers. Here are some ways to offer this information.

People want to know how you feel about a product, service or even a personal interest. You can say whatever you want about your topic, as long as you do not offend your readers. You want them to see you as a person who has considerable knowledge to share, not only on your product or service, but on related subjects as well.

You know your audience, so you know the topics that will interest them. If you want to be sure, just ask them. Most people online are not shy. They will write in and let you know about topics of interest. If your buyers respect your input about the products you sell, they will likely want to hear about your other thoughts as well.

Similarly, people want to know about your business. With so much fraud and many concerns about safety online, your customers want to know that they are buying from a reputable company. This is especially true if your items are costly. How do they know you offer a reliable service and provide quality product for their money if they do not know anything about you? 

People want input. Who are you? What products do you sell? How many years have you been in business? Why should they purchase an item from you instead of the hundreds of other vendors who sell similar merchandise? What are your quality standards? What features and benefits do you offer? How do you rate with your customers?

Use your “About Us” page to provide specific information about yourself and how you got into this business. Think about this page as a press release that gives prospective customers and clients a history of your personal and professional life and the products or services you offer.

Include testimonials and positive feedback from customers. You do not want to flaunt them, but from time to time, you will receive an e-mail from a customer who is pleased with your service and/or products.

E-mail the person back with a “thank you” and ask whether the comments can be made public with/without a name. Also, whenever another media, such as a Web site or newspaper, mentions your company, especially for some award or honor, be sure to highlight that on your home page.

A Frequently Asked Questions (FAQs) page can provide information to your visitors, build trust, and keep you from getting the same questions repeatedly. Even if you do get an e-mail on the subject, you can respond by giving the link for additional information. The FAQs should, at minimum, help visitors learn more about products that are listed, explain how to order products, provide information on shipping and days to receipt, give an overview of the refund policy, tell how to give feedback for a product and service, and explain how to reach the company.

Depending on your Web site and other communications and offerings, such as blogs, e-zines, e-mails, and special bonuses, your FAQ will have different questions and answers. When you write it, put on your “customer hat,” so you can cover as much needed information as possible. 

Also, the FAQs are similar to the site map, in that they can be picked up by the search engines. This is especially true if you have just introduced a new product that has not yet received much coverage.