January 2008- Does Your Website Meet Your Customers’ Expectations?

Editor’s Note: This is the first of a three-part series focusing on your company’s website. Part I centers on web content. Granted, this is Web 101 but it’s good to review the basics from time to time to ensure your website is fully meeting your customers’ needs.

Whether it’s e-commerce driven, informative or interactive, your website needs to accurately describe what your company does.

Your website serves as your company’s electronic window to the world and should be a fluid, dynamic, best-foot-forward presentation of your business. As good as your website may have been on the day it was launched, chances are it needs some updating. It’s better to catch potential problems before your customers do. Remember, you only one get chance to make a good first impression.

Regardless of why or how a visitor lands at your electronic front door, your website must communicate value. Whether your site is informative, interactive, an FTP gateway or e-commerce driven, it needs to accurately describe what your company does and nudge the viewer to take action. No matter when you last updated your website, schedule a comprehensive review and start with these four questions:

1. Is it structured properly?

Structure involves two things: Putting information in the right places and creating an easy way to navigate between them. The first thing visitors usually notice is your home page. Do you put your best foot forward there? Is there meaningful imagery and content? Would your design be considered attractive by your customers? Those of us in the graphic arts industry are held to a higher standard because we are in the “image” business.

Next, make sure your site navigates easily. Some “creative” websites can be surprisingly difficult to navigate. No matter how creative and fresh your site looks, don’t forget that people visit you for information. Make sure your important information is readily accessible and that your site navigates intuitively.

2. Is it current?

Your website can be a great selling tool equipped with the latest information on your products/services but this can only be accomplished if the information is current. Outdated content may inadvertently create the perception that your company is stuck in neutral rather than moving forward. Try to be disciplined about posting new content on your website. Can you do this monthly? Weekly or even daily is certainly better. Quarterly is the absolute minimum.

Some companies provide monthly updates by e-mailing technical tips or helpful hints as a way of focusing on what they do while offering useful information demonstrating specific knowledge and capabilities. This approach accomplishes two goals: Fresh content and good promotion.

3. Are there any errors?

Your writing should be well-constructed and error-free. Headers, subheads, paragraphs, sentences, bulleted points and every written word should be flawlessly executed. Nothing hurts a site more than having content laced with spelling and grammatical errors. If you don’t trust your writing skills, hire a copywriter who knows something about our industry. It will be money well spent.

After making an investment to get customers and prospects to your website, don’t risk ruining a positive first impression by showcasing a glaring mistake.

4. What’s the next move?

Know where you’re going. Establish a web wish list and work at getting there.

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Next month: Part II – Use your online presence to create a selling “road map.”

What Can Grow Sales, Inc. Do for You?
At Grow Sales, Inc., we specialize in finding the right marketing mix for each client, and making sure the plan is properly executed. Since 1996, we have provided marketing, public relations, web and graphic design and sales support to graphic arts clients nationwide. Think of us as your outsourced sales growth department. With our help, this could be a banner year for you and your company.

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