Why and How to Build Customer Relationships with Website Comments Tap into the social nature of your website's visitors to boost relationships with customers and your company's reach.

Facebook and Twitter have lulled many businesses into thinking that blogging and posting content on social venues are the only means of stimulating dialogue on the web. But many businesses have substantial amounts of content on static web pages--from product and service descriptions to "about the staff" pages and photographs--that can be turned into customer talking points. The fix? Simply comment- or share-enable the pages.

Here are four good reasons you should consider opening your website content to comments:

• As users post comments, they generate fresh content for you--and that can help boost your ranking on search engines.
• Comments give you a better understanding of your customers and site visitors. They can also inspire new or improved products and services.
• Make it easy for users to recommend your site via Facebook, Twitter and LinkedIn and your site traffic could get a boost.
• People like to feel that their opinion matters and that your business listens. They also like to see what others are saying about your business and what it offers. And, of course, they like to see what comments their comments attract, which makes your site open to more repeat visits.