When you decided to create a business website, you probably did so with the intention of bringing in new customers. Of course, a good website will attract new people to your business, but it’s important to remember those who got you where you are today - your loyal customers.

You should think of your website as more than an advertising platform. It’s an online destination for anyone who wants to know about your business - you can treat it like an extension of your shop front. This needs to be welcoming to customers old and new. After all, by keeping your existing customers on side they may be tempted to keep coming back to your business or recommend it to their friends.

It’s easy to turn your business website into a valuable resource for your customers. Firstly, make sure your website is not completely sales-focused and keep your customers up to date with all your latest news. Use a blog or news page to share any updates, tips or events. Your customers already know the basics about your company, so offering them something new will keep them engaged.

Remember not to abandon your customers when it comes to offers, too. Introductory offers can bring in new business, but make sure you reward loyalty with a discount. Depending on the nature of your business, you could offer a free service after a certain number of visits, or voucher rewards when recommending a friend.

Of course, it’s not a one-way relationship. You can get something back from your customers, too. Ask your happy clients to provide a testimonial for your website. Not only will this reflect your business in a positive light, many customers will be happy to get involved. And don’t forget to ask these engaged customers to connect on social media. If you can get them talking about your brand online, the rule of social proof suggests their friends will be more likely to come to you in the future.

By making these simple changes to your website, you can ensure you keep your current customers engaged while also drawing new business in.