Few customers know much about print
This may seem like a controversial statement. However, in all the workshops and presentations that I have run, printing companies are in agreement. There is little knowledge of print left amongst their customers. In fact, often customers don’t even care about how their print is produced.
That leads to a question about the majority of printing company Websites.
Why do most printing company Websites focus so much on print?
Most Websites feature the following content:
But, if they don’t know or care much about print, how will this attract the majority of buyers?
Here’s an alternative approach to a Website
Make it all about the customer. Make it clear what type of customer you are trying to attract. Make it clear how you can help the customer. Make them understand why they should choose you.
To do this, you need to have decided your target customer. You should know the challenges that they face in business, and how you can help solve these challenges. You will also want to have created some thing that makes you stand out from your competitors.
There is one other element that you need for a successful Website
Have a call to action on the Website. “Call us now” is not a call to action that will work.
If you have some interesting information that a customer can download they will often usually be happy to leave you contact details. This gives you an opportunity to create a database of interested prospects.
It will also help if you have some interesting images
Please, no more pictures of printing presses...
P.S. There are a whole load of other things to avoid on your Website. Find out more of them: download Matthew’s free e-book “Ten Common Print Selling Errors and What To Do About Them” right now at http://profitableprintrelationships.com/e-book/