Quick Printing

DEC 2013

Quick Printing is the only business resource serving the quick and small commercial printing niche in North America. Quick Printing is the authoritative source for business information, emerging technologies, shop profiles and management insight.

Issue link: https://quickprinting.epubxp.com/i/220179

Contents of this Issue

Navigation

Page 38 of 51

WEB MARKETING A Great Website is More Important than Ever Is your website helping or hurting your business? By Tawnya Starr D o you really know the role your website plays in your business? Based on my interaction with numerous printing companies, 80 percent struggle to answer this question. I'd like to ask you to think about the role and importance you want your website to play in your business. Compare these thoughts to the role your website should play, and how you know whether your website is having an impact on your bottom line. It's possible you're getting lots of traffic (lots is a relative term in our industry), yet it's hard to quantify without knowing what your return on investment (ROI) should be as it relates to your website. It's important to remember the ROI is not all about revenue. There are also intangible benefits to consider. Give Them What They Want If your website is professional, with informative content, visitors will have a positive impression of your business. A good website leads customers to trust your brand, and with that they take the first step towards becoming a paying customer. A well thought out and constructed website can keep someone from moving on to a competitor. It conveys to the visitor that you, as a business, get them as a customer. You can solve their problems and provide creative solutions. After all, isn't that all any of us would like? When customers and prospects visit your website or look for you online, they have certain expectations. They want to find what is important to them without hassle. They want to have a positive, professional, and fun (please don't forget to have fun) experience that is conveyed through the website with high quality content, including images and pictures. If these expectations are not met, you have a bad website. If you What Do Visitors Want? First and foremost, if you believe your website isn't a source for new customers, you'd be wrong. Like it or not, 76 percent of consumers go online to get information about your business before making a purchase, according to Comscore. These consumers are getting information such as your phone number, hours, and address and they may be looking at your products and services. If you know potential print buyers are online, either to find a new provider or connect with an existing provider, how would you answer the following question: "Am I getting the most out of my website, or am I throwing money away?" Measuring how much value one is getting or should expect from a website is difficult for many businesses. There is no question people are going online. We know they want information. What we have recently discovered is the average consumer wants more than an outdated, unfriendly, brochure-style website that has your address and text describing what you do. According to 1 and 1 Internet, 35 percent of consumers have walked away from a small business because of a poor website. What I find even more shocking, is that 45 percent of consumers believe that a bad website is worse than having no website at all. That's nearly half of those surveyed. No more bad websites. There is no reason, in today's environment, to have a poor website. There are numerous options, offering varying degrees of functionality. Update your online presence so you know it's not only good—it's fantastic—and you can attach an ROI to it. Feel f! ursel o for y UltraSheen ¨ UV-8820ST No more mixing. No more scuffing. Yes it is a Soft Touch UV Coating. Contact ACTEGA Kelstar today for your printed sample: + 1 800 255-0021 www.actega.com/kelstar info.actega.kelstar@altana.com For more information, visit MyPRINTResource.com/10314886 w w w. M y P R I N T R e s o u r c e . c o m December 2013 / QUICK PRINTING 39

Articles in this issue

Links on this page

Archives of this issue

view archives of Quick Printing - DEC 2013