You’re lucky if a customer just happens to “find” your website. You need to be showing your top customers how your website works and what the advantages are of using it. This will mean a face-to-face visit with the customer to find out what they need to make print buying easier. Then you need to train them to use your site.
Revisit your website. Can you create customer portals where customers can view what they have ordered and easily place reorders? Can you offer Web-to-print templates in which the copy on commonly ordered items can easily be changed? Do you have a shopping cart where orders or charge accounts can be paid for by credit card? Do you have a site where customer files can be uploaded directly to your site? Can you do online proofing?
If you can’t, then begin looking at the website providers available for printers. Most can have an active site up and running on the Internet in a matter of hours. Most allow the user to edit and update the site as well as integrate with other third-party Web tool providers.
If you are going to remain competitive and survive the future you have to use the tools the rest of the business world uses. The pioneers have worked out the bugs. Now it is up to you to use the tools to succeed.
John Giles is the author of “12 Secrets for Digital Success” and “The DTP PriceList.” He is the technology director and a consultant for CPrint International. He can be reached at 954/224-1942 or email@example.com. You can also find John on Twitter.com (Search for JohnG247) and Linkedin.com. Visit his website at www.johngiles.com and link to his blog or visit his QP blog at www.quickprinting.com/interactive.