Maximize Your Website

Printing companies are being left behind by the Internet. You may find a lot of printing companies with websites, but you would be surprised by how few printers are actually using them effectively. Websites offer a powerful tool to help printers make print buying easier. A good website can serve as a cyber CSR. A bad website can turn off customers and lose business for the printer.

When was the last time that you looked at your company’s website? In too many cases, the owner is the “Web master,” but he or she has too many other responsibilities to keep the site current. Someone in the organization needs to be on top of the site and make sure it reflects what is really happening with the company’s clients.

Private Branding

Successful companies really have two different websites. One is a public website that allows the visitor to find out about the company and the services it offers. The public site is usually the presence that offers customers helpful tips and information. If the printer has a blog and uses Twitter and LinkedIn, the site becomes a landing page for potential customers. But if the site contains only the printer’s contact information and some generic printing information, the visitor is going to quickly dismiss the site as not having any value.

Successful sites usually include special information to help educate the customer and links to other print-related sources on the Internet. Good printing company websites can become an important resource for customers who create their own documents or need to be more involved in the workflow process.

The public site often serves as the portal or gateway to a specific customer’s customized Web space. All of the major print-specific website companies offer a number of services “behind the curtain.” The special website usually houses a document library where static orders can be retrieved, reviewed, and re-ordered by customers. Access is controlled by a password. A printer will list the orders he has on file for the customer, include a sample image of the file, and allow the customer to order 24/7. Some sites even allow the customer to pay by credit card.

The private site is usually where customers find their Web-to-print services. Customers can access a template of their order and edit text in predetermined areas. Some printers have expanded from providing templates for business cards and stationery and now offer brochures and other printed pieces that require some personalization.

The cost for providing an interactive website with specialized printing services continues to fall. Print-specific website providers continue to add special services. It is up to the print owner to take advantage of what is offered.

In today’s economy, a printer who doesn’t have a fully functional website is going to be at a competitive disadvantage. The website has to be an active part of the business and not just something that the printer hung on the Internet and forgot.

Spelling Bee

Another thing I have noticed as more printers try social networking and Web-based communications is that many printers can’t spell. No matter what communication process you are going to use, you need to show customers you know what you are doing. Customers aren’t going to buy from a company where misspellings and grammatical errors are common. Everyone is going to have an occasional typo, but error after error in line after line doesn’t give a customer much confidence in your communication skills.

Help Customers Find You

Google is offering a free service for businesses on Google Maps. Your company can get a free listing on Google Maps to make it easy for customers to find you. Any business can use the Local Business Center to create a free listing. When potential customers search Maps for local information, they’ll find your business: Your address, hours of operation, even photos of your storefront or products. It’s easy, free, and you don’t need a website of your own. Go to www.maps.google.com to sign up.