What Kind of Web site does your business need?
By Joanna L. Krotz
Saying your site should be "sales-oriented" isn't enough. You need to directly connect the site mission with your offline goals and marketing (including offline messaging and materials).
For example, a jeweler that doesn't sell diamonds online can motivate an online searcher to visit the store, says Ben Swartz of Marcel Media, a Chicago marketing agency. On the other hand, a shoe store that does sell online should offer incentives that convert browser interest into online sales. "Therefore, the jeweler's online goal should be to promote the actual store while the shoe site should direct individuals to pages where they can transact," says Swartz.
Businesses that combine goals can harness Web tools to provide tailor-made solutions. For instance, Marcel Media client Aeroshade, a Waukesha, WI manufacturer of porch shades and folding doors, was founded in 1912. The business was built by direct mail, distributors and word-of-mouth. When, at last, it was time for a Web site, Aeroshade worried about costs and moving into impersonal territory. Its customers might be willing to review and price products online, but inevitable, the customers prefer to talk to sales staff before placing orders.
The cost-effective result (www.aeroshade.com) was a straightforward site with clear navigation. On every page, visitors can click on "Order Today", which takes them to to a brief online form. They check the products that interest them and can request a call or e-mail from a company representative.
"The Web site has more than paid for itself and opened up a new direct channel of business," Swartz says.