Web Marketing: Nine Aspects that Can Make or Break Your Website

Unfortunately, if a site is broken in a particular browser, it reflects poorly on the business rather than the Internet browser.

7. Mobile Device Checks

Just as important as it is to visit your site in different browsers, it is equally important to check your site on as many mobile devices and tablets you can get your hands on. Make sure all links work and, most importantly, that your phone number is clickable.

8. Create a Knockout Portfolio

A picture is indeed worth a thousand words. Many of the websites in our industry are lacking a portfolio and examples of projects the printing company has created. It takes a little time to pull projects together, however, it is time well spent.

To get started, identify five products you want to promote. Be selective and show only the type of projects you want to do. The quality of the images shown is only as good as your weakest project. When possible, share the back story of the piece you are showcasing. Show your customer’s objective, then explain and illustrate how your company provided the solution. To put icing on the cake, when permissible, post a testimonial from the client.

9. How Do You Look?

Looks do matter—not always in the manner we think. When it comes to targeting our print buyers, clean and simple are best. Avoid things like black backgrounds with white text (inverse text is harder to read), ALL CAPS (we read by identifying word shapes and writing in all caps forces people to read every letter), and numerous fonts (meaning more than three on one page), which leads to distraction and causes visitors to exit a page before taking in all the content. Keep it simple.

In all the years of working in the printing industry and with websites I’ve learned one thing for certain: the companies that are growing may not have the snazziest or best looking websites, rather they connect with their customers and prospects who need to purchase the services they sell.

Tawnya Starr is president of FireSpring’s PrinterPresence (www.MyPRINTResource.com/10007416). She has dedicated her career to educating the printing industry on proven website and marketing strategies. Contact her at Tawnya.Starr@Firespring.com.