When I was starting out in business in the ’70s I would tell a prospective new supplier to send me some of their literature to review. Now everyone just asks for a link to the supplier’s website and/or does a Google search on the company. When people look at your company’s website does it portray your company in the best possible light? Or, do you look like a dinosaur?
Here are a few things to ensure your website delivers maximum results:
- Does your site clearly communicate what your company does and how to contact you?
- Do you list the USP’s (unique selling propositions) for your company on your site so that prospective customers can see why you are better than your competition?
- Do you offer useful content to those viewing your site? Or is it just blabber about how great you are?
- Does your site list who your suppliers are and do you have active links to your supplier’s websites?
- Are the suppliers listed on your site still your main suppliers? Do you have any new suppliers you haven’t added?
- Is your website optimized for top ranking in the various search engines that are used today? If you haven’t had a professional do SEO (search engine optimization) you should have this done. It doesn’t cost much and it can significantly increase your ranking when customers search on the products and services you provide.
- Do you update the content on your website frequently? I’m always amused when I see content on some of my competitor’s sites from three or four years ago. Make sure that you refresh the content on a regular basis and that you make it valuable to your customers.
- Is there a way for your customers to contact you from your website and is it easy to find? Also, nothing runs a customer off faster than a contact form that requires 10 minutes to fill out.
- Do you have a process in place to ensure that inquiries from your website are responded to within 24 hours, preferably sooner?
- Do you have an employment section so that people looking for a job at your company can easily contact you?
Jim Sobeck is CEO of New South Construction Supply, a building products distributor based in Greenville with 10 locations in the Carolinas, Georgia and Florida. He is the author of “The Real Business 101: Lessons From the Trenches.” newsouthsupply.com.
