The past two days, we’ve been working on an idea list for our Web sites. Please read back over those posts if you are just now joining us.

You’ve created an idea list and you’ve categorized the ideas. Today, I want you to look back over your list. Think about your current business model, then think about your competitors.

What makes you different from your competitors? What is your Unique Selling Proposition–your USP? If you don’t have one, start thinking about it. Every business, whether on the Web or brick and mortar, needs a USP.

In other words, why should I buy from YOU rather than your competitors?

Study your own list carefully. Is there anything on the list that your competitors aren’t doing? Anything that you could do first?

Tell me why I should buy from your store instead of from another store online. Price is not always the main factor in a decision-making process. Do you ALWAYS buy from the store with the best deal? Or, do you buy from the store that has the best return policy? Or from the store that features a free members’ area where you can access an abundance of how-to information and interaction with customer support staff as well as other users?

Do you buy from the store where you can get EVERYTHING you want at one time and save on shipping, or do you buy one thing from this store and another thing from another store? Do you buy from a store that has a “personalized” approach to shopping?

When you step foot in an online store, if it confuses you with too much MESS, do you automatically leave or do you try to figure it out? If the graphics don’t load or there’s not a secure ordering page, do you still order?

For big ticket items, do you want to talk to someone first? What if that person isn’t available? Do you still order?

What if the item isn’t described in detail? A 5″ candleholder, when the picture shows a candle in the holder, isn’t enough of a description. Would you order with a skimpy amount of information like that?

Do you go online with the purpose of BUYING, or do you go online looking for information and end up buying in the process? If that’s the case, don’t you imagine that if you were to put up INFORMATION on your site, you’d capture some potential information seekers just like yourself? Think about it.

Study your list of ideas, which should give you some great ideas for content to create for your site.

Once you’ve created even 1/6 of the ideas you added to your list (if you did your homework!), you can bet your customers will be buying from YOU rather than your competitors. When you implement your ideas, invite me to your site on this blog. I want to be sure to visit.

Robin