You have to sleep sometime. But your website can’t. Make sure visitors feel like someone’s always behind the counter.

When your business phone rings in the wee hours, who picks up? Unless you work in the White House, your caller probably gets voice mail.

Odds are the caller is looking at your website and, a.) has a question, b.) wants to place a live order or c.) wonders how early he or she can call to talk to a human being. If your site isn’t answering all possible questions, you’ll have a hang-up on your voice mail. Opportunity lost.

Your website needs 3 a.m. credibility.

Put It On Auto-Pilot

What do you know about your site’s traffic patterns? Generally, website page views peak at about 4 p.m. and continue at a high level until midnight, according to imedia Connection’s Ky Harlin. So just as your thoughts start to drift toward your evening plans, you probably have some potential customers knocking on your virtual door.

You don’t have to change your workday hours. But during those hours when live support isn’t available, your visitors still want answers. If you haven’t provided them, perhaps your competitors have.

Keep Late-Night Visitors Happy

Like every good salesperson, your website has a demanding job description. It must:

• Provide detailed information. Every prospect is looking for the skinny on your products and services. Make those descriptions, spec sheets, photos and videos as in-depth as possible — and exceedingly easy to find. Display price lists prominently. Position website specials and sale announcements where they can’t be missed. And stay away from music and loud videos that will wake up your visitor’s entire household.

• Introduce you. Throughout the website, help visitors get to know your business – and you. Show them why your customer service, products and services, convenience and pricing make your business a formidable competitor for their dollars. Weave your brand throughout, and show your human side with a video telling them why your company is different than the rest of your competition.

• Offer a guided tour. Escort your website visitors around by providing clear navigation that anticipates their needs. Help them explore your business offerings thoroughly.

• Answer questions. You know what questions your clients and customers ask most frequently. Use FAQs, Q&As, a Did you know? or other bite-sized factoids on each page.

• Mind your ABCs. Always be closing, barked the Alec Baldwin character in Glengarry Glen Ross. Make your calls to action visible everywhere, encouraging visitors to complete a form, contact you or just plain buy something. Got a retail outlet? Make your address, driving directions and hours accessible with one click everywhere. Offer an inexpensive promotional item if they say your website sent them.

Make Your Website Sell Around the Clock

A well-designed website full of dynamic, comprehensive content should welcome your 3 a.m. visitors. It never gets tired, doesn’t take coffee breaks and won’t ask for a raise. It can be your best salesperson. In fact, it should be.