Author: Erika van der Schyff

Is your website hurting your business?

Let’s be real. You’re not lazy. You’re busy.

You’re running your business, putting out fires, keeping clients happy, and trying to survive load shedding, rising costs, and ever-changing digital trends.

But while you’re focused on doing the work, your website might be silently chasing potential customers away.

I’ve reviewed a lot of business websites across South Africa, from plumbers and accountants to consultants, doctors, and coaches. And I see the same 5 issues again and again.

These aren’t just “mistakes.” They’re revenue leaks.

Let’s fix that.

1. Your South African website doesn’t say what you do, or who it’s for fast enough

Most visitors decide whether to stay on your website in under 5 seconds.

That’s it.

So, when someone lands on your homepage, they’re silently asking:

• Am I in the right place?
• Do these people help someone like me?
• Can I trust them?

If your homepage headline is vague, generic, or “clever but confusing,” people won’t stick around to figure it out.

How this hurts you

Potential clients bounce before they read a single paragraph. Even if you’re exactly what they need.

What to do

• Replace buzzwords like “We provide innovative solutions” with something specific:

“Accounting and tax services for Cape Town freelancers.”

• Use subheadings to explain the benefit of working with you.
• Include a clear CTA above the fold: “Get a free quote,” “Schedule a call,” or “Book now.”

Your website has one job: earn attention and build trust instantly.

2. Your services page is vague, and it’s costing you sales

Imagine walking into a store, asking what they sell, and the person behind the counter just shrugs and says, “A bit of everything.”

That’s how your services page feels when:

• Everything is jammed into one paragraph.
• You list what you do but not why it matters.
• There’s no pricing, process, or examples.

How this hurts you

People click away confused, overwhelmed, or unconvinced, and they never contact you.

What to do

• Create a separate page or section for each core service.
• Explain who it’s for, what problem it solves, and how it works.
• Add pricing, turnaround time, or a short FAQ to build trust.

Want to stand out in your industry?

Be the South African business that explains things clearly.

3. Your website feels abandoned, and that’s a red flag for customers

I see it too often:

• Blog last updated in 2019.
• Team members no longer there.
• Broken links to social media or contact pages.

Even if you’re doing great work offline, your website says: “We don’t pay attention to details.”

And people notice.

How this hurts you

It creates doubt: Are they still open? Are they reliable? Will they respond if I reach out?

What to do

• Do a quarterly content check. Update staff bios, services, and dates.
• Remove or replace anything that looks stale.
• Test all your contact forms and buttons.

A fresh, maintained website doesn’t just build trust. It signals that you’re active, professional, and invested in your clients.

4. Your contact info is hard to find. So, people just don’t bother.

Here’s what I’ve seen:

You offer a great service. Your pricing is fair. But people leave your website without contacting you.

Why?

Because they couldn’t find:

• A phone number
• A clickable WhatsApp link
• A form that actually works
• An email address that looks legit

People don’t want to hunt for a way to get in touch. They want it instantly.

How this hurts you

Every second of confusion = fewer enquiries. It’s that simple.

What to do

• Put your contact details at the top and bottom of every page.
• Add a WhatsApp button for mobile users (very effective in SA).
• Include social proof nearby: “Trusted by over 500 clients in Joburg.”

Make it dead simple for someone to say, “Yes, I want this. Let me reach out.”

5. Your site isn’t mobile-friendly, and that’s a dealbreaker in 2025

More than 60% of internet use in South Africa is mobile.

So, if your site:

• Has tiny text,
• Broken menus,
• Or images that take forever to load…

…you’ve already lost the game before it began.

How this hurts you

You frustrate potential clients at their first touchpoint. And they never return.

What to do

• Open your site on your own phone. If it’s slow, clunky, or hard to read—fix it.
• Ask your web developer to optimize your layout for mobile.
• Test your load time using PageSpeed Insights.

In a mobile-first world, a non-mobile site says, “We’re behind.”

Don’t let that be the first thing people think about your business.

Your website should work with you, not against you

You didn’t build your business to be a web expert, but your website is one of your most powerful sales tools.

If it’s not:

• Clear,
• Useful,
• Or trustworthy…

…you’re leaving money on the table every day.

But you don’t need to rebuild from scratch.

You just need to fix the small things that make a big difference.

Want help spotting the gaps?

I offer a free, no-pressure mini website audit for South African business owners.

You’ll get:

• Personal feedback on what’s working (and what’s not),
• Actionable tips to improve your content,
• And zero jargon or sales pressure.

Email me directly at evdscopy@gmail.com. Let’s get your website working for you again.

Mike runs a mid-sized packaging supply business, 38 employees, decent margins.

But last quarter, everything changed.
Orders slowed. A key account moved on.

And suddenly cash flow felt tight.

He looked at the numbers and panicked.
So he did what most don’t.

Mike picked up the phone.

He called three of his top customers and asked one question:

“Why are you still with us?”

The answers surprised him.
Not one mentioned price or product.

They talked about speed. Flexibility. The way Mike’s team handled urgent deliveries.

That was his edge.

You’re done guessing. You need to know what your customers need, and fast.

Here’s 8 real-world ways to understand your customers and grow smarter, even in a downturn:

1. Call 5 customers today and ask these 3 questions to understand them better

This works best with repeat or long-term customers.

What to say (phone or Zoom script)

“Hey [Name], I really appreciate your business over the past [X] months. Things are shifting out there, and we’re working hard to stay valuable to our best customers. Can I ask you a couple quick questions? Won’t take more than 5 minutes.”

1. “Why did you first choose us?”
2. “Why do you stay?”
3. “What could we do better right now?”

Why this works

Listen. Take notes. Don’t sell.  

You’ll get a feel for what your customers value.

Example  

One B2B IT firm did this and learned their clients wanted weekend support. They launched a pilot, added a weekend chat option, and increased retention by 11% in one quarter.

2. Check what’s missing in support tickets and sales calls

Your customers are already telling you what’s not working through their complaints, confusion, or silence.

How to do it

• Review recent support cases, sales notes, and customer relationship management records.
• Tag themes: billing, onboarding, expectations, missing features.

Quick fix ideas

• Confusing pricing? Create a 1-page pricing explainer.
• Repeating questions? Build a public frequently asked questions section or help article.
• Train your sales team to address issues head-on.

Example

A software company spotted that 40% of churned users had trouble with the first login. They rebuilt onboarding and cut early cancellations in half.

3. Run a “Why We Lost” campaign

Reach out to your ex-customers.

Email template

Subject: What could we have done better?

Body:

Hi [Name]

I noticed you haven’t [ordered/signed in/purchased] in a while, and I wanted to check in.

We’re working hard to improve, especially right now, and I’d love to know, was there something we could’ve done differently to keep your business?

I appreciate any feedback you can share.

As a thank-you, here’s a [10% off coupon].

Either way, thanks for your time and past business.

[Your Name]
[Your Company]

Why this works

You learn what’s broken. You might even win them back.

Pro tip

Be sure to keep it personal and not something that seems like an email to the masses.

4. Read reviews (yours and everyone else’s)

How?

Go through:

• Google reviews
• G2, Trustpilot, Capterra (for software or B2B)
• Yelp or Facebook (for service-based businesses)
• Industry forums
• Search “[competitor name] reviews” or “[industry] complaints Reddit”

Look for patterns in

• What customers rave about (do more of that)
• What they hate (fix it or own it)
• What they expected but didn’t get (this is your goldmine)

Example

A logistics firm learned clients expected real-time tracking (even though they never offered it). They added basic live tracking via SMS and saw customer satisfaction shoot up.

5. Use a 3-question checkout survey

Set this up on your site or after a service is completed

Ask:

1. What nearly stopped you from buying?
2. What convinced you to go ahead?
3. What would’ve made this even better?

Instant win

Use the answers to fine-tune your landing pages or offers. Take note that people are more honest if they complete the survey anonymously.

6. Spy (legally) on your competitors’ customers

How?

Your competitors’ reviews and social pages are free research.

Go to LinkedIn, Glassdoor, Reddit, or Google. Search for “[competitor name] reviews” or “[competitor name] support problems.”

Find out

• What customers love about them (can you match or beat it?)
• What annoys them (can you be the solution?)

Template for gathering insights

Create a Google / Excel sheet with:

• Competitor name
• Positive keywords (e.g. fast, easy, helpful)
• Negative keywords (e.g. slow, buggy, overpriced)
• Feature requests (e.g. “Wish they had a mobile app”)

Example

A managed service provider saw that their rival got complaints about slow response times. They promoted their own 1-hour service-level agreement and gained market share.

7. Watch what customers do, not just what they say

Look for

• Pages with high exits or bounces (what’s missing?)
• Features that get ignored (are they needed?)
• Unexpected interest in certain products or services

Quick action

Promote the most-clicked products. Kill or rethink the underperformers.

8. Turn your team into listening posts to understand your customers

Your team hears what customers really think.

Create a simple system

• At the end of the day, ask: “What did you hear today that surprised you?”
• Log this in a shared doc.
• Review it weekly in leadership meetings.

Why this works

Your sales, support, and delivery teams are your eyes and ears. Use them.

Example 

One HVAC company learned through a tech that customers were worried about rising power bills. They added energy efficiency tips to every invoice and booked 30% more upsells.

The customers will tell you (if you’re willing to listen)

In a tough economy, the businesses that survive are the ones that stay close to their customers.

You don’t need a consultant or a five-figure research budget. You just need to ask, observe, and act.

Pick one of the 8 ways to understand your customers.

Try it this week. Bring the findings into your next team meeting. Make a change, however small.

That’s how you get through the downturn.
Not by cutting deeper. But by serving smarter.

Can you think of more ways you can implement immediately?

Let’s discuss your suggestions at evdscopy@gmail.com.

Back in 2008, when the economy crashed, small businesses struggled. Jessica, who owned a little café, saw fewer customers each day. People were cutting back, try to save money.

Instead to panic, she listened.

She introduced affordable meal combos. She gave free coffee to loyal customers. Jessica made people feel welcome.

Her café didn’t just survive, she made life-long friends.

Tough times come and go. But one thing stays the same: Customers stick with businesses that care.

So, how do you keep them coming back when money is tight?

Let’s break it down.

1. Know what your customers need

When times are hard, people change how they spend. They look for better deals. They think twice before they spend money.

Pay attention. Ask them what they need. Check what they buy. If you understand their struggles, you can offer the right solutions.

Example: A local grocery store noticed customers were buying fewer fresh vegetables. They started offering “half-size” produce bundles at lower prices. Sales picked up again because customers could still eat healthy without overspending.

2. Offer value, not just discounts

Lower prices isn’t always the answer. Instead, give customers more for their money. Bundle products. Offer flexible payment plans. Give extra perks for loyal shoppers.

Help them, and they’ll remember you.

Example: A software company saw small businesses cancelling their subscriptions. Instead of losing them, they offered a three-month “pause” option. Customers could resume their plan later. This option gave them a breather without penalties. Most stayed loyal instead of leaving for good.

3. Communicate openly and often

People don’t like surprises, especially bad ones. If you raise prices, explain why. If you have a good deal, let them know.

Use email, social media, or even a quick message. Be honest. Be clear. Show them you’re in this together.

Example: A family-run bakery had to increase prices due to rising ingredient costs. Instead of just changing the menu, they posted a heartfelt message on social media. They explained the situation and thanked customers for their support. The response? Customers kept coming, happy to support a business they trusted.

4. Make loyalty programs work for them

If you have a rewards program, tweak it. Give points faster. Offer small, instant discounts. Make it easier for customers to save.

A little extra reward can go a long way.

Example: A coffee shop changed its loyalty program. Instead of “buy 10 drinks, get 1 free,” they made it “buy 5, get 1 half off.” The reward came sooner, and customers kept buying.

5. Get creative with your products and services

Tough times call for fresh ideas. Can you offer a cheaper version of your product? Can you bundle services to save customers money?

Look at what works and adjust. The businesses that adapt are the ones that survive.

Example: A fitness studio noticed members cancelling expensive gym plans. Instead of losing them, they introduced low-cost online workout classes. Many customers signed up, keeping revenue flowing.

Keep customers, build loyalty

Hard times test businesses. But they also create loyal customers if you take care of them.

Listen to their needs. Offer real value. Communicate well. Adjust your loyalty programs. Keep innovating.

Do that, and your customers won’t just stay, they’ll stick with you long after the downturn is over.

For more ideas on how to retain your customers, send me an email: evdscopy@gmail.com.

In the busy city of Babylon (1755 B.C.), King Hammurabi stood tall.

It was a time when the strong often preyed on the weak, and justice was a distant dream.

But Hammurabi was determined to change this.

One day, Hammurabi called upon the wisest scholars of his land to help him create a code that would bring order and fairness to his kingdom.

The Code of Hammurabi was born and King Hammurabi declared:

“Let justice now appear in the world!”

Fast forward nearly 4,000 years, and we find ourselves facing a similar challenge in the digital landscape.

Today’s terms and conditions are the modern equivalent of Hammurabi’s stone stele.

Understanding the complexity of modern terms and conditions

Terms and conditions are far more than a legal boilerplate on a website.

They are a comprehensive framework that:

• Defines the relationship between businesses and users.
• Establishes clear operational guidelines.
• Protects intellectual and legal interests.
• Ensures transparency and mutual understanding.

The comprehensive role of terms and conditions on websites

1. Legal protection

Terms and conditions serve as a legal contract between the business and the user. They define the rules for using the service, and if there’s a dispute, act as a reference for resolving it.

2. Clarifies user rights and responsibilities

Terms and conditions clearly outline what users are allowed to do on the platform and what they’re prohibited from doing.

This helps set boundaries and expectations for how the service or product can be used, which can prevent misuse and abuse.

3. Limitation of liability

Businesses can use terms and conditions to limit their liability in case something goes wrong.

For example, if a product malfunctions or there’s a data breach, the terms and conditions may limit the company’s responsibility, providing them with a safeguard against certain legal actions.

4. Protects intellectual property

Terms and conditions on websites help protect the business’s intellectual property by specifying that content on the platform (like images, text, or software) is owned by the company or third parties.

5. Data privacy & user consent

Many services collect personal data from users.

Terms and conditions can explain how the data will be used and protected. They also allow businesses to get users’ consent for collecting and processing personal information.

6. Payment terms & subscription rules

For services with subscription models, terms and conditions outline the terms related to payments, billing cycles, cancellations, and refunds.

7. Building trust

Having clear and transparent terms and conditions on your website build trust with users.

When users understand what they are agreeing to, it creates a sense of security.

8. Compliance with laws

In some industries, having terms and conditions is not just good practice, but a legal requirement.

Why are terms and conditions on websites hidden at the end?

Despite their importance, most websites treat terms and conditions like an inconvenient afterthought.

We’ve all been there.

You’re about to make a purchase or sign up for a service, and at the very last step, you’re asked to check a box that says, “I agree to the terms and conditions.”

We’ve clicked it countless times without thinking twice, mostly because it’s the last step before completing a transaction.

But have you ever wondered: Why are terms and conditions on websites always buried at the end? And is this ethical?

There are a few reasons for this.

1. Minimizing user friction

Businesses want the process to be as smooth and quick as possible.

If users had to read through this important document at the beginning, they might get confused and abandon the process.

Let’s be honest: when you’re trying to sign up for a new service or purchase something, you just want to get to the good part. Companies know this.

They also know that the longer the process takes, the higher the chance that users will drop off.

So, placing the terms and conditions at the end, just before clicking “submit,” keeps things moving.

The hope is that users are already so invested in completing the transaction that they won’t take the time to read the fine print.

2. Legal protection for the company

Here’s the thing, terms and conditions aren’t just there to protect you, the user.

They’re there to protect the company, too.

By placing the terms and conditions at the end, companies ensure that they have a clear record of you agreeing to them before moving forward.

This is called a clickwrap agreement. When you click a box saying you agree to the terms and conditions, you legally commit to them.

If they were presented upfront, there might be a risk that users wouldn’t notice or agree to certain terms.

For example, a user might accidentally click “agree” without reading the document, but the company can still claim they did because they were presented with the terms.

3. Streamlining the process

Another reason is to make the process easier and faster for users.

People generally don’t want to read long, legal documents right when they first visit a website.

By saving it for the end, businesses hope the user will be more willing to agree to the terms without scrutinizing them too closely.

It’s all about getting the user to take action quickly.

4. User consent

Technically speaking, placing terms and conditions at the end is about making sure users give informed consent.

When you reach the final step, you agree to the terms, and in doing so, the company has a legal record that you understood and agreed to their rules.

But here’s the catch.

This “informed consent” is often just a formality.

How many of us actually read through pages of legal jargon before clicking that box?

Probably not many. And that’s a problem.

Why this approach is unethical

If terms and conditions set the rules for how a business and a consumer interact, shouldn’t they be more upfront and visible?

Let’s look at this concern.

1. Lack of transparency

Why are terms and conditions tucked away at the end, hoping users will simply click “I agree” without understanding what they’re agreeing to?

Imagine you enter a store and sign a contract you’ve never seen. Would you sign it without reading it? Probably not.

But that’s what often happens online. Companies ask us to sign a digital contract without giving us the chance to fully review the details.

This creates an environment where users aren’t fully informed before they commit to a service or purchase.

2. Exploiting user ignorance

Placing terms and conditions at the end can also be seen as a way to exploit users’ ignorance or lack of attention.

When users are almost done with a transaction, they may be in a rush to complete it. So, they quickly agree to the terms without reading them. And that’s exactly what companies might want.

Many companies hide unfavourable clauses (like automatic renewals, hefty cancellation fees, or third-party data sharing) in their terms and conditions, hoping users won’t notice them.

This is a clear case of taking advantage of the user’s lack of attention. It’s not exactly fair play.

3. Building bad relationships

Trust is everything in business, right?

But when terms and conditions are presented in a way that encourages users to skip over them or not fully understand them, it sends a message that the company isn’t transparent or trustworthy.

Wouldn’t it be better if companies were upfront with their users from the very beginning? It would make the relationship feel more honest.

4. Lack of ethical responsibility

These documents are there to protect the company legally, but they should also ensure the user is fully aware of what they’re agreeing to.

After all, terms and conditions often include important information about data privacy, payment terms, service limitations, and more.

Ignoring or hiding this information is, quite frankly, irresponsible.

The real-world implications for ignoring terms and conditions on websites

The practice of clicking “I agree” without reading the document is common, but it has significant implications for both users and businesses.

Here’s a look at these implications and strategies to prevent or mitigate this behaviour:

1.    Loss of legal protections

Users who don’t read terms and conditions may lose legal protections provided by these agreements. This can leave them vulnerable to potential risks or disputes without a clear understanding of their rights and responsibilities.

2.    Limited recourse in disputes

Ignoring terms and conditions can limit a user’s ability to seek legal remedies in case of disagreements or violations. This can lead to increased dissatisfaction and potential legal action against the business.

3.    Potential liability

Failure to adhere to terms and conditions can hold users responsible for damages caused by their actions on the website.

4.    Data privacy concerns

Terms and conditions often outline how user data will be used, stored, and shared. Ignoring these details can lead to privacy issues.

A better path forward – Strategies for improvement

1.    Simplify language and format

Use clear, concise language and break down complex information into shorter sections or bullet points. This can make terms and conditions easier to understand and less intimidating.

2.    Present terms and conditions upfront

The first change is simple: put the terms and conditions at the beginning of the process.

When users first land on a website or start a checkout process, give them the chance to review the terms before they proceed. This way, users can make an informed decision from the start.

3.    Summaries and highlights

Provide a summary of the main points at the beginning or end of the document. Highlighting important sections can guide readers to focus on critical information.

4.    Interactive elements

Incorporate interactive elements like quizzes or pop-up explanations to engage users and encourage them to read and understand the terms and conditions.

5.    Incentives for reading

Consider offering incentives, such as discounts or exclusive content, for users who take the time to read and confirm their understanding of the terms and conditions.

6.    Active consent mechanisms

Implement mechanisms that require active consent. Use checkboxes for specific clauses or a requirement before agreeing.

7.    Education and awareness

Educate users about the importance of reading terms and conditions through blog posts, social media, or email newsletters.

8.    User feedback mechanism

Allow users to provide feedback on the clarity and accessibility of the terms and conditions. This can help identify areas for improvement.

9.    Readability tools

Implement readability tools that allow users to adjust font size, colour, and background to improve readability for those with visual impairments.

10.         Audio and text-to-Speech

Provide audio versions or text-to-speech functionality for users who prefer listening or have difficulty reading.

By implementing these strategies, businesses can encourage users to engage more actively and reduce the risk of misunderstandings and disputes.

Learning from Hammurabi

Just as Hammurabi sought to create a just society through his legal code, modern businesses can use terms and conditions to:

• Build trust.
• Establish clear expectations.
• Protect all parties involved.
• Create a more transparent digital ecosystem.

Beyond legal requirement

Terms and conditions are more than a checkbox or legal formality. They’re an opportunity to build trust, create clear expectations, and foster a more transparent digital ecosystem.

Just as Hammurabi’s code was a beacon of justice in his time, modern terms and conditions can be a powerful tool for creating meaningful, trust-based relationships.

Email me at evdscopy@gmail.com. I would like to know your take on this matter.

Grab a coffee, and let me tell you something wild about global customer service in today’s crazy world.

You’re frustrated with a product, and you decide to reach out to customer support. But here’s the kicker…

What works in New York might completely bomb in Johannesburg, and what delights a customer in London could make someone in Tokyo roll their eyes.

Sounds familiar?

Let me break it down for you.

Global customer service isn’t just about fixing problems anymore.

It’s about creating an experience that makes people feel like you actually get them.

The Cultural Communication Rollercoaster

Imagine trying to communicate with someone who has totally different expectations.

In North America, people want lightning-fast responses. Boom, done.

But in Europe? They’d rather have a thorough, professional explanation.

And in Asia? It’s all about building a relationship.

Real-World Example

• American customer: “Just solve my problem NOW!”
• British customer: “Please explain in detail, if you would.”
• South African customer: “Can we chat on WhatsApp?”

The Magic of Multichannel Support

Here’s where it gets exciting.

Technology is basically the superhero (and your secret weapon) of global customer service.

We’re talking about:

• AI chatbots that actually understand context.
• Real-time translation.
• Support systems that remember your entire history with a company.

Gone are the days of being stuck on hold or trapped in email chains. Now, you can switch between chat, phone, email, or social media faster than you can say “global customer service.”

The Compliance Nightmare

Okay, let’s get real about something boring but crucial.

Data privacy.

Different countries have different rules:

• EU? Super strict about data protection
• California? They’ve got their own privacy laws
• South Africa? They’re protecting customer info like a hawk

The companies that win?

Well, they’re not just following rules. They’re making customers feel safe.

The Human Touch

Here’s a pro tip:

No matter how awesome your technology is, people still want to feel heard.

They want empathy.

They want someone who actually cares.

At the end of a transaction, is a human… a real human with emotions, and desires.

What Real Customer Service Looks Like

• Actually listening.
• Understanding cultural nuances.
• Solving problems creatively.
• Making people feel valued.

The Future is Flexible

The future of global customer service isn’t about having one perfect system.

It’s about:

• Being adaptable.
• Understanding local preferences.
• Investing in technology AND human skills.
• Continuous learning.

My Personal Hot Take

The businesses that will absolutely crush it aren’t just the ones with the best products.

They’re the ones who make customers feel like they matter – no matter where those customers are in the world.

Oh, and Geography is not your enemy. In the world of global customer service, it’s your biggest friend.

A Quick Reality Check

• Speed matters.
• Personalization is key.
• Cultural understanding is everything.
• Technology helps, but humans heal.

How Customer Service Strategies Differ by Country

Here’s a quick breakdown of how your competitors handle customer service in South Africa, the UK, and the USA:

Strategy	South Africa	UK	USA
AI Chatbots & 24/7 Support	WhatsApp chatbots for instant replies, basic AI	AI-powered chat for quick resolutions, human handover	AI chat + 24/7 live agents for nationwide coverage
Preferred Communication	WhatsApp dominates, email secondary	Live chat, email, and social media	Phone, SMS, live chat, and social media
Phone Support	Limited, mostly for high-value clients	Calls answered within 3 rings	Call-back feature to reduce wait times
SMS & Push Notifications	WhatsApp for tracking, reminders, and follow-ups	SMS & email for confirmations	SMS for real-time updates & tracking
Omnichannel Experience	WhatsApp, email, phone	Live chat, email, phone, social media	Seamless switch between phone, SMS, chat, and social
Self-Service Options	WhatsApp FAQs, website guides	Customer portal with troubleshooting & order tracking	Customer portal + AI-powered recommendations
Response Time Targets	Urgent: <5 mins, General: <1 hour	Live chat: <30 sec, Emails: <2-4 hours	Live chat: <30 sec, Emails: <1-2 hours
Proactive Customer Service	WhatsApp check-ins, post-service follow-ups	Proactive outreach & feedback surveys	Personalized recommendations & automated follow-ups
Customer Service Culture	Staff empowered to resolve issues immediately	CSAT tracking & continuous improvement	Loyalty-first approach, instant problem resolution

Want to Level Up Your Customer Service?

Stop thinking globally.

Start thinking…

“human-first.”

Trust me, in a world full of automated responses and generic support, being genuinely helpful is your biggest competitive advantage.

Want to chat more about this?

I’m all ears.

Because that’s what good global customer service is really about – listening.

The event was a success. The venue buzzed with conversations. Your team handed out dozens of business cards. You left with a stack of leads that felt like pure gold.

Fast-forward a week… and silence.

Some of those “hot” leads haven’t responded. Others seem to have vanished into thin air. The momentum you built at the event? It’s slipping away.

Here’s the truth:

Your success doesn’t come from the event itself. It comes from what you do AFTER it.

If you don’t follow up the right way, your competitors will.

And all that time, effort, and money you invested? Wasted.

But don’t worry.

Here’s 7 post-event steps to convert those leads into actual revenue before they go cold.

1. Prioritize & segment your leads immediately

Not all leads are created equal. If you treat every prospect the same way, you’ll lose time and miss real opportunities. By segmenting your leads upfront, you ensure you focus on those most likely to convert first.

Hot leads

Follow up the next day while the conversation is still fresh.

Know your product and share information with emotion.

Tip: Customers want to buy, but they don’t want to be sold.

Warm leads

Reconnect within a week with additional value.

Find out what they want. Make what it is you’re selling match up with what they want.

Invite your warm leads to a product demo or hand them a case study.

Tip: Keep the momentum going.

Cold leads

Add them to a long-term nurturing campaign.

Don’t apply pressure. Offer valuable content over time.

Tip: Don’t force. Tempt.

2. Personalize your follow-up emails to convert your leads

If your follow-up email sounds like it was copied and pasted to a thousand people, expect it to be ignored.

Reference your conversation at the event

Remind them who you are and what you discussed.

Offer immediate value.

Send a case study, pricing guide, or something relevant to their pain points.

Keep it short.

No one wants to read an essay. Get to the point fast.

Example: Follow-up email

Subject: Great Connecting at [Event Name]

Hi [First Name],

It was great chatting with you at [Event Name]! I remember you mentioned [specific pain point]. We’ve helped companies like yours [brief success story], and I’d love to continue the conversation.

Are you open to a quick call this week? Let me know what time works best.

Looking forward to it!

[Your Name]

3. Convert leads into sales with a post-event offer

A great way to move prospects from “interested” to “buying” is to create an exclusive, limited-time offer. Urgency drives action. If they know the offer expires soon, they’re more likely to move forward.

Some ideas:

• A discount or special package for event attendees only.
• A free trial or sample for those who book a call within a week.
• A bonus add-on (extended warranty, premium feature, extra service, etc.).

4. Leverage social proof & content

Show your authority, and leads will reach out to you instead of the other way around.

Your prospects want reassurance that they’re making the right decision.

Post-event is the perfect time to showcase:

Customer success stories 

Share testimonials from clients who’ve benefited from your solution.

Event highlights 

Post photos, videos, and key takeaways on LinkedIn.

Expert insights 

Write a post or blog on what you learned at the event and how it benefits your industry.

5. Retarget & stay visible

The more they see you, the more likely they’ll remember you when they’re ready to buy.

Most leads won’t buy right away. But that doesn’t mean they’re not interested.

Stay on their radar by:

Retargeting with LinkedIn ads

Show them tailored content based on their interests.

Sending a drip email sequence

Educate, don’t just sell. Share industry trends, useful tips, and valuable resources.

Connecting on LinkedIn

Engage with their content, comment on their posts, and send personalized messages.

6. Invite prospects to a post-event webinar or demo

Some leads need more nurturing before making a decision. A webinar or live demo gives you another chance to showcase your solution in action.

This builds trust and keeps the conversation going beyond the event.

Webinar idea

“Key Industry Trends & How [Your Solution] Can Help You Stay Ahead”

Live demo

Show exactly how your product solves their biggest challenges.

7. Analyze & optimize for the next event

Finally, take a step back and evaluate your performance:

• How many leads converted into actual sales?
• What follow-up strategies worked best?
• What could you improve for next time?

Refining your post-event strategy ensures even better results for your next event.

Don’t let your leads go cold

You’ve put in the work to make the event a success. Don’t let all that effort go to waste!

The companies that win are the ones that follow up fast, add value, and stay top of mind.

Implement these 7 steps, and you’ll see a real ROI from your event efforts.

Ready to take action?

Start with Step #1: Follow up with your hottest leads TODAY.

Let’s cut to the chase. Effective safety communication in the B2B industry is not just about ticking boxes. It’s about saving lives and building trust.

But many businesses struggle to hit the mark.

They’re stuck asking, “Am I doing enough?”

In this guide you’ll discover how to communicate safety with clarity, confidence, and impact.

Know Your Audience

Every effective safety communication strategy starts with understanding the audience.

For safety communication in the B2B Health and Safety industry, there are two main groups: decision-makers and frontline workers. Each group has different needs.

• Decision-makers focus on the big picture. They need to see how safety measures fit with the company’s goals and bottom line.

• Discuss ROI and compliance to show the benefits of strong safety protocols. Use statistics and case studies to back up your claims. Show how good safety communication can save costs and boost productivity. Highlight savings from compliance and how it prevents downtime. Emphasize the financial and operational benefits of safety compliance.

• Frontline workers care about their day-to-day safety. They need clear, practical instructions they can easily follow.

• Use simple language and relatable examples. Highlight how safety measures protect their well-being, like reducing injury risks. Focus on how proper safety measures keep them injury-free. Stress the practical steps they can take to stay safe and healthy.

Tools for Effective Safety Communication

Effective communication is not just about what you say, but how you say it. Use the right tools to make your message engaging and easy to understand.

• Infographics

Visuals are powerful. Simplify complex information.

Example: Create an infographic showing the top five workplace risks and quick solutions.

Infographics make complex info easy to digest. They are shareable, spreading your message easily.

• Videos

Show, don’t just tell. A two-minute video can say more than a 10-page report.

Example: A walkthrough of PPE use or a real-life success story.

Videos capture attention and convey emotion better than text. They are perfect for showing procedures, sharing testimonials, and bringing your safety message to life.

• Bite-sized content

Break it down. Nobody has time for walls of text.

Example: Use bullet points or short posts for safety tips.

Short, concise content respects your audience’s time and makes it easier for them to remember your key messages.

• Actionable example

Replace technical jargon with “what”, “why”, and “how.”

Instead of “mitigate risks,” say, “reduce accidents by wearing X PPE.”

By translating technical terms into clear, actionable language, you make it easier for everyone to understand and apply your safety recommendations.

Build a Feedback Loop

Feedback is crucial for continuous improvement. Establishing a feedback loop can help you gauge the effectiveness of your communication and make necessary adjustments.

• Post-meeting surveys

Did your message stick? Ask. Adjust.

Use tools like Google Forms to collect quick feedback.

Surveys provide direct insights into what your audience understood and what they need more clarification on.

• Regular check-ins

Keep the conversation alive.

Example: Schedule quarterly safety reviews with clients.

Regular interactions help maintain a continuous focus on safety and demonstrate your commitment to improvement.

• Data-driven tweaks

Use feedback to refine your approach.

Track common questions and update your materials to address them.

Analyzing feedback data helps you identify patterns and areas for improvement, allowing you to make more informed adjustments to your communication strategy.

• Bonus

Feedback shows clients you care.

Example: “Based on your input, we’ve added new training resources tailored to your team.”

Showing that you listen and act on feedback builds trust and strengthens your client relationships.

Additional Strategies to Build Confidence

Building confidence in your safety communication requires a combination of strategies that show your expertise and dedication.

• Use Success Stories

Show how effective safety communication has saved clients from costly mistakes. Share real-life examples to highlight the positive impact of your safety initiatives. Success stories make your safety message relatable and demonstrate its real-world value.

• Train Your Team

Ensure everyone from sales to customer support can articulate safety benefits clearly. Consistent messaging across your team reinforces your commitment to safety. Training ensures that everyone in your organization is on the same page and can confidently communicate the importance of safety.

• Invest in Quality Content

From brochures to blogs, your content should reflect authority and empathy. Well-crafted content can educate, inform, and build trust with your audience. High-quality content positions you as a knowledgeable and trustworthy source on safety matters.

• Leverage Technology

Use apps and digital platforms to share safety updates and best practices seamlessly. Digital tools can enhance engagement and ensure your message reaches the right audience at the right time. Technology can also help you track the effectiveness of your communication and make data-driven improvements.

Safety is not a one-and-done deal. It’s a partnership.

The clearer and more effective your communication, the stronger that partnership becomes.

Ready to take the guesswork out of your safety messaging?

Let’s find and fix the gaps in your safety communication strategy.

Book a Customer Retention Audit today.

From the days of small-town shops to today’s global giants, customer relationships have always been the foundation of success.

People want to feel…

• valued,
• respected, and
• understood.

The methods may have changed over time, but the essence remains.

Here’s how businesses adapted this timeless strategy.

1. The Foundation

1800s: Relationships Before Sales

In the 1800s, business was deeply personal. Communities were small, and businesses relied on trust and reputation to grow.

The general store owner, the blacksmith, and the peddler all succeeded by knowing their customers well. They understood each person’s needs, likings, and situations.

Imagine a farmer walking into the local store for supplies. The shopkeeper greeted him by name, and asked about his family. He even extended credit if the farmer was waiting for the harvest to earn money. The relationship came first, and the sale followed naturally.

The downside?

This trust-based system left businesses exposed to bad debt. If a customer couldn’t pay back credit, the owner took the loss. For the shopkeeper it was more important to maintain goodwill within the community than one missed payment.

Lessons from the 1800s

• Trust is everything. People want to do business with those they trust.
• Know your customers. Understanding their needs builds loyalty and strengthens relationships.
• Reputation matters. A good reputation is hard to earn but easy to lose.

 2. The Shift  

1900s: Balancing Relationships with Scale

As industries grew during the 1900s, so did the distance between businesses and their customers. Businesses no longer relied solely on personal relationships. They also needed to reach larger audiences.

Take Coca-Cola as an example. In the early 20th century, they didn’t know their customers personally, but they built a relationship through branding. Coca-Cola ads promised happiness, refreshment, and nostalgia. They created emotional connections that kept customers coming back.

A second example is Fuller Brush Company. Their door-to-door sales teams created a sense of trust before they presented their products. This blend of personal connection and scalable sales tactics proved highly effective.

By the mid-1900s, department stores and consumer credit systems emerged. While businesses extended credit to customers, bad debt shifted from individual shopkeepers to financial institutions. Businesses start to focus more on customer retention.

Lessons from the 1900s

• Adapt to scale. Balancing personal relationships with reaching more customers is important.
• Build emotional connections. Even without face-to-face interactions, branding can foster loyalty.
• Minimize risk. Systems like consumer credit can help reduce the financial burden of bad debt.

 3. The Modern Era

2000s to Today: Relationship-Driven Sales at Scale

Today customer relationships have come full circle in many ways.

Technology enables businesses to build deep, meaningful connections with customers while operating on a global scale. The rise of personalized marketing, customer relationship management (CRM) systems, and social media has transformed how businesses interact with their audiences.

While Amazon doesn’t know each customer personally, their use of data makes every interaction feels special. Recommendations based on past purchases, quick responses to inquiries, and easy returns, all create a customer-focused experience. This level of personalization keeps customers coming back.

Tesla is another example. They educate their customers, provide ongoing updates, and maintain open dialogue even after the sale. Tesla builds trust and loyalty, turning customers into brand advocates.

Modern businesses also benefit from reduced bad debt. Online payments, subscription models, and financing options streamline transactions, and improve customer convenience.

Lessons from the Modern Era

• Leverage technology. Use data and tools to create personalized customer experiences.
• Focus on the long-term. A loyal customer is worth far more than a one-time sale.
• Engage continuously. Social media and other platforms allow businesses to stay connected with customers.

 4. Why Customer Relationships Matter

• Loyalty and Retention
  Strong relationships encourage customers to return.

In the 1800s, a farmer used the same store because of trust.

Today, a satisfied Amazon customer renews their subscription because of a good experience.

Loyal customers not only generate repeat business, but also spread the word, acting as brand ambassadors.

• Competitive Advantage
  Businesses that prioritize customer relationships do better.

A blacksmith who knew his clients personally had an edge over someone who didn’t.

Today, companies like Salesforce dominate because they provide personalized solutions that foster trust and loyalty.

• Higher Revenue
  Long-term engagement boosts value.

Whether it’s a farmer buying supplies repeatedly in the 1800s or a modern customer subscribing to a service like Netflix, businesses benefit from long-term engagement.

• Risk Mitigation
  Good relationships can protect a business.

In the 1800s, customers were more likely to repay a trusted shopkeeper.

Today, loyal customers stick with brands through tough times.

• Emotional Connection
  Customers want to feel valued and understood.

Building an emotional connection, whether through a friendly conversation or a targeted email, strengthens the bond between business and customer.

 5. The Future of Customer Relationships

Customer relationships will grow more important.

Technologies like AI and data analytics will improve interactions, but the basic principles of authenticity, trust, and understanding will remain timeless.

Businesses that succeed in the future will be those that use technology not to replace relationships, but to boost them. Whether through AI-driven personalization or real-time customer support, the goal should always be to make customers feel valued.

 6. Final Thoughts

From the 1800s to today, one truth stands out, people are at the heart of business.

Whether you’re a local shopkeeper or a global brand, the goal is to create meaningful, lasting connections.

As we move forward, let’s remember the lessons from the past.

Relationships drive sales, foster loyalty, and ensure long-term success.

They aren’t just important. They’re everything.

 

Sales enablement copywriters can be a game changer for sales teams.

It’s the fastest growing search term and discipline in the B2B marketing and sales space. In fact, Google searches for “sales enablement” have been growing at 51% per year.

According to G2¹, sales enablement has experienced a 343% increase in adoption within companies over the last five years.

Sales enablement content is a critical piece in the puzzle

Business2Community² reports 65% of sales reps can’t locate meaningful content to share with prospects. It’s the most common complaint for American sales teams.

And Highspot had this to say³ about the expectations of today’s B2B buyers:

“Businesses today operate in a new reality: the way that buyers evaluate and make purchase decisions has changed. Modern buyers have become more independent, and traditional sales and marketing techniques no longer work to win and retain these customers. Today’s buyers have a strong preference to buy from sellers that can add value and help them with their purchase decision. In fact, 74 percent of buyers choose to move forward with the sales rep that’s the first to share value and insight.

To adapt to these new expectations, strong sales enablement is not just a nice to have — it’s a competitive necessity. Sales reps need to have the right content at the right time in order to keep buyers engaged.”

So, if 65% of sales reps don’t feel like they have meaningful content to share with prospects and 74% of prospective buyers choose to move forward with sales reps who share value and insight… 

It’s no wonder companies are rushing to find out what sales enablement is all about and how to implement it in their companies.

Expected results for companies

G2¹ reports when a company has implemented these tools, content, and processes, they’ve had some pretty remarkable results:

• 15% improvement in the results for lower-performing salespeople
• 31% improvement in sales messaging
• 76% of organizations who’ve implemented sales enablement in their companies see an increase in sales of between 6% and 20%

Sales enablement copywriters help your sales team

• Spend more time on sales and less time writing by giving them pre-written cold outreach and follow-up emails.
• Use more effective messaging with prospects by providing well-crafted features and benefits copy, responses to objections that position your product positively, and call scripts that open more doors.
• Generate more leads from cold outreach by using proven communication techniques that generate higher response rates.
• Ultimately, close more sales and hit revenue targets more consistently.

Hire a Trained Sales Enablement Copywriter

Sales enablement is a special skill within the copywriting and content writing world.

So, when you decide to hire someone to help your sales team improve their response rates and generate more revenue, make sure they’re specifically trained on sales enablement.

Good sales enablement copywriters know what works and what doesn’t. With proven processes for eliciting organizational knowledge, they can write extremely effective messaging and content for sales teams.

See how a trained sales enablement copywriter can help your sales team meet their targets.

Set up a discovery call today.

References

1. https://learn.g2.com/sales-enablement-statistics
2. https://www.business2community.com/sales-management/sales-enablement-key-insights-from-statistics-that-you-should-know-02419485
3. https://www.highspot.com/sales-enablement/

“As products begin displaying reviews, conversion rates escalate rapidly. The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews.” – Spiegel Research Center

Let’s dive into a topic that’s near and dear to every business owner’s heart – online reviews. Yep, those little stars and comments that can make or break your reputation faster than you can say “customer satisfaction.”

I’m here to tell you reviews aren’t just a necessary evil – they’re a goldmine of opportunity waiting to be tapped into.

So, grab a coffee, settle in, and let’s explore how you can turn feedback into fuel for growth.

Let’s start with a simple truth…

Customer reviews matter!

Customers are not buying your products or services. They’re investing in your business.

Customer feedback isn’t just random musings from the depths of the internet. They’re a window into the minds of your customers. Whether they’re singing your praises or airing their grievances, every review is a valuable piece of information.

So, why are reviews so important?

Well, they’re a form of social proof. In a world where trust is currency, seeing positive reviews from real people can reassure customers that they’re making the right choice.

Reviews also help companies to improve and grow as a business.

When you actively encourage and respond to reviews, you’re showing your customers that their opinions matter. That’s something they’ll remember long after the transaction is over.

Let’s look at 4 ways you can use to make the most of reviews:

1. Encourage Feedback

Ask your customers for feedback!

Whether it’s through email follow-ups, in-store signage, or good old-fashioned word of mouth, let your customers know that their opinions are valued.

Encourage them to share their experiences, both good and bad, so you can learn and improve.

2. Respond with Care  

When you receive a review, take the time to respond thoughtfully and sincerely.

Whether it’s a glowing testimonial or a less-than-stellar review, show your customers that you’re listening and taking their feedback seriously.

Acknowledge their concerns and thank them for their feedback. Let them know that you’re taking steps to address any issues.

3. Learn and Grow from Customer Reviews

Treat each review as a lesson waiting to be learned.

Pay attention to recurring themes and patterns in your reviews. Are customers praising your service, or expressing their frustration?

Take what you learn from your customers feedback and use it to make positive changes to your business.

4. Share the Love

Share your customers stories, showcase their experiences, and let their words serve as testimonials.

Whether it’s on your website, social media channels, or marketing materials, let potential customers know what others have to say about your business.

It builds credibility and shows your existing customers that their feedback is making a difference.

Reviews aren’t just a one-way street. They’re a conversation. By actively engaging with customers, listening to their feedback, and taking action to improve, you’re building a community.

So, next time you receive feedback from a customer, embrace it and learn from it.

Let your customers’ voices be heard.

Share your thoughts.

Interesting Read

Research: The Pros and Cons of Soliciting Customer Reviews.

By: Leif Brandes, David Godes, and Dina Mayzlin.

Date: March 23, 2023.

https://hbr.org/2023/03/research-the-pros-and-cons-of-soliciting-customer-reviews?autocomplete=true