In my experience at Impress and before that in the corporate world, what people want from their website, is for it to be a lead generator.

Now, what that means, is someone showing an interest in the product or service that you offer and a willingness to give their details for information in return, or to be contacted for further information. What is doesn’t mean is providing sales. That is another process which demands commitment and securing the sale.

However E-commerce sites can generate the lead, then the sale, there and then, leading to a low cost of sales and a good profit margin.

The psychology of today’s internet browsing consumer or business customer is such that, generally speaking, they do not want to commit to a sale there and then and the use of Froogle to find the best deal is testament to the fact that people want to find out the price first and then commit to giving their hard-earned cash for a service or product later.

Impress have spent a great deal of time and energy putting into place a website for a double-glazing company that allows consumers to go into the website, put in the details of their requirements and get an online quote there and then with no commitment. The prices are guaranteed, they include VAT and installation. When customers find out that the cost is transparent and that they don’t have to be called by a salesperson, they are delighted.

When they submit the details and then talk to a salesperson, they are committed, they have printed off the quote and the conversion rate is approaching 100%.

Now, have a think about your website offering. People may or may not be able to find out what you do – make is simple, then put yourself in their shoes and allow them the opportunity to get a good idea of the costs without commitment and then you will see the benefits of being open and transparent.