Websites Build Your Brand —Morgan

When a prospective print buyer looks at your site, here are some of the main things they are looking for:

• the size of your company and location;

• a sense of security in doing business with you;

• what makes you different from your competitors;

• your capabilities and services;

• proof that you can deliver on these services, i.e., your equipment list;

• how to contact you; and

• who else has entrusted you with their business.

A picture is worth a thousand words, so use photographs or a virtual tour to tell your story. While a few pictures of your presses are helpful in showing that you really do own the equipment you say you do, consider that photos can also create a sense of security about the size of your company (aerial photographs if your plant is impressively large), cleanliness of the facility, photos of the management team, specific services such as inventory management, samples of what you produce, etc. Be sure that the photos are recent and meaningful to print buyers.

Make your location(s) prominent. While some print buyers are more willing to work with suppliers outside their area than others, all prospective buyers will want to know where your plant is located. It helps them feel more secure in working with you.

It’s important to demonstrate the stability of your company with information about how long you’ve been in business and some history about your operation. But a word of caution: while a limited amount of information about the history of your firm can reassure a prospect and can instill a sense of security, don’t get carried away.

A listing of the milestones in your company’s historical timeline—that you bought your first web press in 1975 and that you added electronic prepress in 1984—is not only a “yawner,” but could also turn off the prospect. Keep the primary focus on the customer, not on company-centric information that doesn’t help them make a decision.

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