On-demand, editable, template websites
Just because you own the company doesn't mean you are the best one to judge website content, keywords, etc. Begin this project by gathering the young people in your office or store and ask them what they look for when they are researching or buying products online. Have them tell you about two or three websites they really like and two or three they really hate. Use the ideas that come from a good brainstorming session within your employees (probably the young ones who grew up with e-bay and Amazon). Buy the pizza, sit around and have everyone throw out wild ideas. Have someone write them down and then pick the ones that appeal to the group.
Here are ten basic things to remember when you are editing your website:
1. Someone has to monitor the leads from your website every day and multiple times during the day. Consumers who shop for information or products on the internet are doing it because they want instant answers and expect super-fast responses. Don't be one of the 80% who didn't respond to the lead in time!
2. The top of each page contains the most important content of that page. Don't make the pages too long, it looks unprofessional. The name of your company should appear at the top of a lot of pages, in one form or another. Use it to lead into the topic for that page.
3. Your template website was probably designed to fit small screens and the lowest common denominator of consumers. Don't mess it up by making images too big, too messy, or too complicated.
4. Know your audience: If you are trying to attract high-end buyers you may opt to add flash, sound or creative options. If you are trying to attract aftermarket customers focus on getting them to their goal quickly. If you are trying to attract price- driven and highly competitive consumers, focus on affordability, price per square foot, etc. and keep the creative stuff to a minimum.
5. Respect people's time, get to the point. If you want to use a distinctive flash opening, make sure you offer the option of skipping it. Keep your website simple and easy to navigate. Just because you have 26 tabs and pages available to you, doesn't mean you need them all...only use the tabs and pages that get someone to the buying position you want them in.
6. Boost "searchability" by repeating key words and phrases. Also use them if you have a search engine meta data page. If a consumer enters your site (from a search engine) somewhere in the middle, we prominently show the "home" button for them to find it but...you may want to show an e-mail link to your office on a lot of different pages.
7. Photos are really important. They must, however, be current and topical. Online consumers are very sharp and will dump you in an instant if they see that your site, or images, are out of date.
8. When you design your home page make sure the name of the company and your location as well as the market in which you sell are all prominent and at the top of the page.
9. Go for lots of contrast, use light or white font and images on dark backgrounds and vice-versa. Don't use red on blue or something like that. Use font like Verdana and Arial, make it easy to read...nobody reads the fine print. If you use two different fonts (never use more than two) make sure they contrast and don't look like a mistake. Use real photos, not cartoon clip art.
10. Before you add a manufacturer or supplier link to your site, make sure it doesn't have a dealer locator that shows all of your competitors. However, the more sites you can have a link on...the better. Check with all of your vendors and see if you can add your website link to theirs, it raises your status with the search engines.
In this day and age, websites are absolutely critical to your being considered a viable and legitimate business. I can tell you of a number of instances where a phone call came in asking for a web address. If the call didn't get answered fast enough and/or heaven-forbid the retailer didn't even have a website, those consumers usually hung up the phone and that business was lost forever.
It doesn't have to be complicated...use some common sense and do it now!
By: Ken Rogner, senior sales management consultant and sales educator. Ken can be reached at 708-205-6721 or at 3rresources@comcast.net
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