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4 "C's" Every Online Business Needs To Care About

Jorge Guevara - Monday, April 05, 2010

One of the questions that customers ask is: "How can I make my online business perform?" Usually I'd respond "Great question Bob, and if I knew, I'd tell you."

Poor Bob - there's no shortcut that I can offer him. But I can tell him some things you might want to concentrate on - we call them the 4Cs, and it's a sort-of formula that Bardia first articulated a few years back. It's been proven again and again to be a useful formula, and it's one of the driving philosophies behind the development of WebpanL.

So what are the 4C's? Well, there's four words and they all start with C (how surprising).

They are Content, Credibility, Conversion, Customer. Let's examine each one quickly.


It's no secret that if you want to be found in search engines, you need great, focused content that's useful to your readers. If you give your customers the sort of information they need, then you're building a relationship that grows trust and credibility, which is going to work in your favour when their ready to purchase. Which brings me to the next C...


People like to do businesses with credible companies, companies that they can trust. Building credibility is often done through having great content, but you can also have a community with forums, write a blog, use customer testimonials, have an attractively designed site... the list goes on. Basically - just make sure that when you look at your site with fresh, unbiased eyes, you'd think "Yeah, I'd do business with myself."

3. Conversion

How do you convert browsers into paying customers? That's what conversion is all about. Conversion is assisted by great content and high credibility, but there's more to it than that too! For example: how easy is it to become your customer? You should be using clear calls to action and "sign posts" throughout your site to point people where to go when they're ready to purchase or sign up.
There's so much more out there around conversion - too much to go into here. Suffice to say - it's very important, and needs attention.

4. Customer

The final C is Customer - and yes, it's all about customer service. I've written about customer service several times, so I won't go into too much detail. Suffice to say, your customers are the most important thing in your business - so treat them like it!
And that's a quick wrap of the 4C's of Online Businesses! Tackle each C one at a time, and use them to tune your online business. If you tune these four areas in your online business, you're setting yourself up for success!

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Great post, short and straight to the point. We have been running our online shop for the past 4 years and forget about these basic principles. Thanks for the reminder.
Anonymous commented on 27-Apr-2010 07:33 AM
Great post full of good advice. The time may be right for people to start small businesses, but has there been any improvement in their success rate? Statistics suggest that 80% of small businesses fail within the first year or so, and perhaps as many as 90% within five years. I think in large part this is due to lack of exposure. So how does a web-based small business get exposure in a highly competitive, terribly saturated global market?
Anonymous commented on 23-Apr-2010 09:39 AM
I’m definitely with you all the way. I’ve seen companies that would have grown hundreds of times faster if they had really focused on creating a solid foundation. It isn’t even that difficult or expensive, and once you have one it will last for a long time.
Anonymous commented on 23-Apr-2010 07:44 AM
Great Post, Thanks.
Anonymous commented on 19-Apr-2010 06:55 AM

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