Using Your Website As A Marketing Tool – Business English Case Study


Hello, I’m Tracey Cotterell and I own and
operate Matters of Taste Cooking School in Perth. The video that’s playing is one example
of many we’ve recorded for our online cooking club, built for customers who can access this
via the World Wide Web. It’s an online cookbook that expands on
a regular basis with new recipes and cooking information. It’s been wonderful for us to be able to
record our intellectual property and catalogue it in a format that’s easy to navigate and
one we can now share with subscribers. It’s far more fun than a hard-copy recipe
book because it’s so interactive. The search function will find you anything
you want and we link from the recipes to pages explaining recipes and techniques. This is one way we use the internet to support
our business. Matters of Taste Cooking School has been operational
since 1997. In this time I’ve seen a huge shift in the
way small businesses use the internet, and the exponential embrace by the general public. We have learnt a lot over the years. The general public’s understanding of what
a website is used for is proving its value over the recent couple of years as people
become more aware of the ease and convenience of information found on the internet. Simply put, if you don’t have web presence,
you won’t be found easily. Everyone googles. We have search engine optimisation work carried
out on our website and are now found by customers we want to find us as we’re appearing on
page one of the search engines. This has done wonders for our corporate group
classes as businesses tend to use the web as a tool to research everything. Our website is kept up to date and is a reliable
reference for customers wanting to book a class. It’s imperative not to have a stale website. If they can’t find what they’re looking
for, people immediately go somewhere else—because they can at the click of a mouse—and you’ve
lost business. We’ve gained a name for ourselves as having
current information available and have subtly trained our customers through our regular
newsletters to use the site rather than calling us for information. This means we no longer spend time on the
phone explaining to customers the class schedule, but now have phone calls from people saying,
“I’d like to book for the such and such a class on such and such a date.” I also create all the content for the site. It’s taken me time to learn HTML so I can
troubleshoot if a page doesn’t load properly, and time also to try and perfect wording and
the visual presentation of our web presence. Remember your audience can get a good feel
for any business, and make their decision on whether to utilise your service or product,
just by looking at your information on their computer screen. Make your website clear, concise and easy
to navigate. As business evolves, we’re looking for solutions
to ensure our business system is run efficiently and my next challenge is to add a flexible
payment system to our website. There are many features we need and that I’ve
dreamt up, and once it’s up and running it will bring advantages to us and our customers. Keep your eyes and ears open. Like any technology, the internet will continue
to improve and change and it’s your job to keep up with it. So, if you think you’re on the right track,
don’t stay there, as you’ll more than likely get run over by the oncoming train. Thanks for watching. Carving through meat! It’s a frozen chicken isn’t it!

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