If you think that the purpose of your website is there to provide background information about your company, then you are probably thinking wrong. Your website is a powerful marketing tool that can provide you with a strong interactive component with your customers. This is something that TV and Press ads cannot do.
Interaction is a factor that drives sales more and more today. If you think about it, it is not a new concept. Back in the day, shopping at the corner shop was a regular occurrence because everybody in the neighborhood knew the owner and there was a certain trust element. So even if some of the products were more expensive than at a supermarket, people still went to the old store because of this trust factor. This is where interactivity scores today. If your customers can talk to you and get information from you, they have a sense of assurance. This assurance can pave the way for more sales than any other form of advertising.
Using your website you should get them to join a mailing list, get some of their personal details (likes/dislikes, age, other info related to your product, etc.) and call you. This last factor is very valuable, because it is easy to capture a customer’s attention in a one on one conversation. So you should ensure that competent personnel are manning the phones.
As you can see, websites can be used to aggressively drive customers towards you. The cost in doing this is almost nothing, but the returns are great. Be positive and aggressive and you will find success!