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Jun
16
2007
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Top 10 Ways to Build an Effective Print Web Site |
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Saturday, 16 June 2007 |
- Keep the landing page simple
What are the three objectives for your web site? Have people sign up to
receive a free gift, your e-zine (on-line newsletter), review your store or new service? Be clear – and cut to the chase.
Flash animations should do a job, not just look good. The Mimeo website is a good example of clean design. Expresscopy is another, where the focus is not on products, but industries and themes. These unique websites have certainly been a major factor in these Printers success.
- Less information is more
Too often, we overwhelm our web visitors with far too much information
about ourselves and our businesses. Stick to your objectives, but allow
them entry if they are uninterested in what you are clearly and simply
suggesting.
- Offer participants a freebie
By providing a free something or other (article, tip sheet, top 10
list, etc.) to all folks who pay you an on-line visit, you endear
yourself to the market. Everybody loves to receive something that’s
free of charge, and may leave them wanting more of what you have to
offer.
I’ve never been fearful of giving my prospects more information
than they can chew on. The majority of the folks who make this request
will do little or nothing with the information given -- unfortunately.
Others will be left wanting more and can easily become valued clients. (Listen again to our short Winston Marsh podcast, right)
- Make it visually appealing
Use font size and background colours that reinforce your off-line image
and make it easy to read and understand. Use visuals and bullet points
for easy reading and to draw attention to what you want them to focus
on or respond to. Add a video clip for a more cutting edge
technological image. Above all avoid images of pressroom equipment or buildings! Instead show photos of your people and perhaps finished product shots being brochures, posters etc.
- Project a consistent message on-line and off
Discuss your proposed colour scheme with a web designer to learn what
colours are best on line. Try not to deviate too far from your existing
corporate colors found in your logo, business cards, etc. Consistency
is a key piece of effective marketing and creating a memorable
impression on your prospect and client base.
- Provide a call to action
When you offer something as a give-away, you’re enticing people to
connect with you in a more meaningful and memorable way. It’s also a
great way to grow a database of prospects. I’m a big fan of e-mail,
however, I like the old-fashioned approach to marketing as well –
direct mail. So, be sure to request all contact information so that you
have the ability in the future to contact them in whatever manner you
choose. Sometimes, nothing is more powerful than the printed piece.
- Make it content-rich
Don’t only give them something they can receive in the mail or e-mail
for free, but make your site content rich and position it as a go-to
resource for people in need of the information and service you provide.
Be sure to alert the media to your URL address as well on all
correspondence with the press. You never know when they might be
working on a story idea and will remember you as an expert in your
field and a reliable resource.
- Keep it current
If you haven’t changed your website since you launched it five years
ago, you may have a very itchy site – desperate for an update. It can lose you credibility too. I update mine weekly. However for most Printers, a monthly website update, together with an accompanying e-newsletter should be perfect.
- Make it easy for people to contact you
Provide your complete contact information or contact link on every page. I’m in the
process of sending someone I recently heard speak at an event. I’ve entered her site several times to
search for her mailing address and can not locate it. Now, I’ve got my
virtual assistant trying to “google” her to uncover where her offices
reside. It’s causing me a lot of frustration for something that is
extremely simple to include on any web site.
- Offer an e-commerce component
There’s nothing like seeing those notices from the on-line store
informing me that money has been deposited into my bank account. It’s
that simple. Make it easy for people to do business with you both on-
and off-line.
The best online print stores like super-growth Vistaprint, Mimeo, PFL and others commit to featuring a new product or
service in each e-zine they send out, informing people of what they have to offer them
and the benefits to their business growth and development. It keeps
them informed and increases sales at the same time. What a concept!
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Into Marketing?
If you're after new ideas, visit my Marketing Blog at Digitalmarketing.co.nz
Phone Kevin at:
09 8890954
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