Serve Content & Service:
A Simple Recipe for a Gay Site
by Lisa Turner
Initial
Introduction & Presentation
Focus on grabbing the first time visitor, or returning visitor,
by offering a sample of your 'goods,' so to speak. Your initial
up-front offerings can make, or break, the surfer's decision of
whether or not to subscribe to your site. A preview, or tour of
your site, is also an important means of introducing your products
and services to the web surfer. The majority of us would never buy
a car without test-driving it. I'm sure most of us would like to
be able to try on clothes prior to buying them. Experience tells
us that the avid web surfer wants not only to sample a bit, but
also know up-front, what they are paying for, prior to being asked
for their credit card number.
A Vast Variety Of Content (Both Free and for
Members)- Content is one of the most
important ingredients comprising the recipe, for a long time relationship
with the customer. In the beginning, we focused primarily on 'Twink'
content, and resources for the gay and lesbian community. To experience
years of sustained growth, you must consistently broaden your content
in order to attract and target a larger audience. Continuous implementation
of a large variety of content is the key. This allows you to target
a broader range of potential visitors, and convert a larger number
to permanent subscribers.
Customer
Support - I cannot stress enough, the importance of providing
outstanding customer support. The contact information for customer
support, must have high visibility and be easily accessible throughout
the website. Not only must it be readily available, it must receive
priority attention. Responding in a timely matter, with the same
courtesy that you would expect to receive, might determine the success
of your site. Whether it's to cancel an account, or an access difficulty,
it is important to that customer. It must be just as important to
you, if you wish to retain that customer. Your recurring customer
will be your bread and butter. You will count on these customers
each month, to pay your Internet bills, content bills, etc.
Additionally, you will need to listen to the feedback of your customers.
Really, quite often they have very good suggestions. If you are
smart, you will frequently implement new ideas suggested by an individual
or group of members. This also makes them feel as if they are part
of your family, so to speak. An average Badpuppy customer retains
membership for ten months. There are many members who have been
with us from the inception of the site, back in 1995.
Summary: Make a good presentation, of exactly what your customer
will receive by joining. A variety of content is your best bet,
for attracting and targeting a vast membership base. Provide the
ultimate customer support, and retain that customer for years to
come. This will allow your website to sustain growth, and provide
the customer with a second home at your Gay Portal on the Internet.
Lisa Turner, is the Assistant to the CEO, at Badpuppy Enterprises,
Inc. (www.BadPuppy.com)
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