It’s time to buy a gift for your niece. You know what you want so you go to one of the price comparison websites and search for the item. Within seconds the results appear and you find three online stores have the item:
Big Joe’s Discount $59.99
Rita’s Marketplace $69.99
Although you are familiar with Macy’s, you like a bargain and so decide to check out Big Joe and Rita.
Big Joe’s website is plain-vanilla, spartan. There is an image of the product and a short description. Because you are not sure whether your niece will really like the gift, you look at Big Joe’s return policy and find it to be pretty liberal. The only requirement is that you contact Big Joe for a return authorization before making the return. So far, so good, you think, and now you look for contact information. Under Contact Us, you discover that the only way to contact customer service is via email — there is no telephone number, no physical address, just an email address.
So you decide to also take a look at Rita’s website. This is a more substantial website than Big Joe’s. The product description has more details and there are customer reviews. As with Big Joe, you check out Rita’s return policy and discover that it is similar to Big Joe’s and that a return authorization is required. You check how to contact Rita’s customer service and find that contact can be by email or by telephone with a telephone number and available hours listed. There is also a physical address listed.
Now you face the question of from whom to buy the gift. Who would you buy from? When you buy something over the Internet from a company with whom you have not previously done business, do you buy if the only way to contact them is via email or a contact form on their website? Do you look for a physical address or a customer service telephone number? Does seeing a telephone number, a physical address, hours of operation, and the like make you feel more confident about the business?
Since the advent of email, I rarely get phone calls from clients or prospective clients — almost all contact is via email. Similarly, when I buy from an online business, most of my contact with the business is via email or the site’s contact form. But when deciding whether to buy from a business with which I have no personal experience, I look for things that give me a sense of confidence.
Which brings us to the crux of the matter: What is the purpose of our website?
Why a Website
I suspect that for most editors, the primary purpose of the website is to attract new clients who don’t know us and who aren’t being referred by their friends and family. If we are banking on referrals, then we really don’t need a website at all. Someone who has been referred will contact us — usually — regardless of whether or not we have a website. Instead, our website is intended to attract and capture the client who has used one of the search engines to look for editorial help, which is why there is so much concern and discussion about how best to design our website.
To snare that new business, we want to be sure to appeal to the customer. We know what our preferences are, but we do not know the preferences of the visitor to our site. Consequently, we generally try to make our website as appealing as possible. What we want to do is make it as simple as possible for clients to contact and interact with us.
Yet when we set up our websites, many of us do not list complete contact information. We have all sorts of reasons for doing so — we want to avoid spam, we want to avoid telemarketing phone calls, we don’t want people to know where we live in case they are criminals, etc. — even though we will provide that same information to other businesses and social media.
Going back to our example, Big Joe doesn’t provide any contact information other than an email address. Yet if we placed our order with Big Joe, we would have to supply our name, address, telephone number, email, and, more importantly, our credit card information. We would have to trust that Big Joe is legitimate and will not use any information we provide for nefarious purposes. And we would do so because we have come to expect to give that information when we place an order.
Why are we comfortable giving that information to Big Joe and others who want to be paid by us, but are not comfortable giving that information (less the credit card information, of course) to people who want to pay us? A fundamental reason for being in business is to encourage others to buy our services and products, to pay us.
A fundamental rule of business is this: You can always turn down or accept an opportunity that is offered, but you cannot turn down or accept an opportunity that is not offered. Consequently, the businessperson is focused on ensuring that opportunity comes knocking by removing potential barriers to opportunity. Yet editors find reasons to erect barriers.
In our three-business example, from whom would you buy? I know I would not buy from Big Joe. No one I know has recommended Big Joe and I don’t trust businesses that I can’t locate, can’t telephone, and was not referred to by several people I trust. I would consider buying from Rita because the contact information and design of the website give me confidence that this was a real business. Importantly, Rita is trying to meet my preferences, not forcing me to meet its preferences. I wouldn’t hesitate to buy from Macy’s because I am familiar with the company and it provides complete contact information.
Editors need to remember that we need the client more than the client needs us. As such, we should strive to make it as easy as possible for clients to engage us in a manner that makes the client comfortable. That we may currently have more business than we can handle doesn’t mean we will tomorrow.
It is a fundamental error when we make our business editor centric rather than customer centric. When we make decisions such as what contact information to include, we should strive to do so from the client perspective:
What information will a client want available as a prelude to doing business with us?
Richard Adin, An American Editor
Related An American Editor essays include:
- The Business of Editing: Fundamental Business Mistakes That Editors Make
- The Business of Editing: A Second Fundamental Mistake That Editors Make
- The Business of Editing: A Fourth Fundamental Business Mistake That Editors Make
- The Business of Editing: A Fifth Fundamental Business Mistake That Editors Make