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Tip 21: These Businesses Should NOT Invite Customer Contact

I usually preach the gospel of transparency and easy accessibility. But there are times when online businesses should not invite their prospective customers to contact them. 

If your business doesn’t have the resources or inclination to respond to incoming emails and voice mails, then don’t invite them. 

Do not trick people into going to the trouble of filling out your customer service form, explaining their query, and waiting for a response, if you don’t have a system in place to give them one promptly. Even an automated response is better than silence. 

Because silence is a slap in the face. Silence tells prospects one of 2 things: 

“Yes, I lured you to my site, enticed you with my offer, promised to answer your questions should you have any. But I’m busy with more important stuff.” 


“We’re a fly-by-night ecommerce operation, set up only to sell stuff, not to stand behind it.” 

Either way, a contact us page under those conditions is a liability because those jilted prospects won’t convert and won’t be back. And won’t speak well of you to others. But then, if you cared about that, you’d have answered their email. 

« Tip 20: Why Proofreading Web Content Still Matters – Tip 22: Writing Catchy Slogans and Taglines: The Good, the Bad and the Boring »

Heather Reimer
May 17, 2012 um 4:51 PM
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