Not so long ago I had a welcome few days fishing in Ireland. The weather was great, the company even better, and we all caught some fish.
The place where we stayed was pretty so-so, however. Not bad, but just a few minor improvements could have made a real difference. But what was really annoying was on the last morning when we came to pay. It turned out that the card machine had broken down the previous week, so it had to be cash only. The place was out in the sticks, so this necessitated a ten mile round trip to the nearest cashpoint. Not great at any time, but especially not when you’re trying to get away to catch a plane.
One thing I always tell my copywriting clients is to make it easy for their customers. Don’t just put a phone number on your website – some people prefer to email. By the same token, don’t just put an email address, as some prefer to phone. It also makes you look more trustworthy if you have an email, a phone number (landline and mobile preferably, if relevant) and an actual address too. Don’t just put your phone and email on the contact page, but on other key pages too.
And, it goes without saying, make sure your online shopping, if you offer ecommerce, is clear, easy – and actually functioning.
If you don’t make it easy for your customers, you’re likely to end up with fewer of them. Or ones, like me after this experience in that Irish inn, who are unlikely to return.