11/ 19/ 2004
by Lena Basha
When Ed Bradshaw started to redesign the Web site of his wholesale coffee business last year, he knew he was undertaking a big project.
“We kept a good eye on what our competitors were doing, and we felt a hefty redesign would really give us an edge over the competition,” says Bradford, owner of Coffee Wholesale USA ( http://www.cw-usa.com ) in Round Rock, Texas. “Overall, we wanted to make it easier for our customers to find and purchase what they wanted.”
Since his business’s new Web site launched, Bradshaw has seen double-digit increases in customers and sales.
A solid Web presence is imperative for any small business, whether or not it has an e-commerce component.
“A Web presence proves to customers that your business exists. It proves you’re serious about what you do and gives your customers another way of contacting you,” says Bradshaw. “It’s a no-brainer.”
But not just any Web site will do, says Frank Farris, owner of Atlanta-based Web design firm DeepBlue. “A poorly executed site will show a negative perception of your business right off the bat,” he says. “A Web site is where first impressions are made.”
Whether your Web site is non-existent or could use a boost, consider the following to beef up your Web presence:
Target your audience. Who uses your site? “Web users have the shortest attention span,” Farris says. He suggests using bullet points and limiting copy to one to two paragraphs per page.
Minimize mouseclicks. A copy-heavy site drives visitors away, but not as much as a hard-to-navigate one. “Lost customers can quickly become frustrated, which reduces their motivation to find what they’re looking for, and further reduces the likelihood they’ll take the next step,” says Bradshaw.
It’s in the details. Don’t skimp when describing your products. “Since your Internet customers cannot hold your products in their hands, accurate and detailed product information along with large product images are a must,” says Bradshaw.
Give them options. If you sell products online, Bradshaw suggests giving customers another ordering option. “A surprising number of consumers still refuse to purchase goods on the Internet,” he says. Give customers a way to contact a real person.
*Ready to sell online? Learn more in the "Internet" category of the "Office" section at http://www.nfib.com/toolsandtips
Books to Browse
With scores of books published daily on Web presence, marketing, design and the like, there’s no excuse for playing the clueless card when it comes to your Web site. And the good news is you don’t have to be an IT expert to be a good online marketer. Pick up these two books for starters: The Big Red Fez by Seth Godin, Free Press, (January 2002) $11. Leave the bells and whistles at home, says marketing guru Seth Godin. The key to a successful Web site is easy navigation, easy access and no frills. Too much fluff and hard-to-use forms drive people away from your site. This quick read provides a brief overview of what your Web site should and should not be. Web Copy That Sells by Maria Veloso, Amacom, (June 2004) $21.95. Using the Internet to market your business’s products and services is smart. Employing the techniques laid out in this book is even smarter. Forget snappy graphics and a sleek design—if the copy lacks luster, your Web presence is not as effective as it could be.
