08.27.2008 — Too many integrators' Web sites just aren't very good.

It's kind of surprising, since integrators pride themselves on keeping ahead of the technology curve and providing their clients with the latest and greatest product installations.

But many integrators allow their Web sites to fall behind the times.

The irony is that an integrator's Web site might well be the first "product" of theirs that potential clients see. Making a proper impression shouldn't really be that difficult, says Blair Kuhnen, who is among the few that have been developing Web sites for over a decade.

Currently, Kuhnen has a Web consulting business, Lux Solutions Inc., that builds sites for homebuilders. "Start with your Web site users' goals in mind, and you can't go wrong," he says.

Five Goals of Your Potential Clients

Kuhnen suggests five goals that integrators' potential clients may have when they visit their sites:

• To make contact -- "Make that phone number really easy to find," he says.
• To check out ability -- "Include testimonials," Kuhnen advises.
• To see work samples -- "Have a gallery of prior jobs," he says. "If you specialize in conversions, show before and after shots."
• To research products and costs -- "If you provide free estimates, make it clear."
• To learn about builder programs -- Kuhnen recommends that installers present any programs for builders (or other segments) effectively. "Make them easy to find and detail them."

Web sites reflect creativity, and there's obviously no clear-cut formula for that.

There are, however, some Web elements that are no-brainers for integrators, says Roland Graham, executive producer of HDHomes.tv, an educational integration site that also provides Web infrastructure to integrator partners.

He says you should be:

• blogging
• posting lots of photos
• including videos

The three elements that Graham brings up might seem like enhanced features, and they probably are. That's the idea.

There are, of course, some basic elements that must be handled properly, according to Graham. For instance, "the company logo should be on every page, and it should always link to the home page," he says.

"Sometimes I find integrator sites where I'm backed into a corner and have to back out."

Leslie Stevens couldn't agree more. Her company, Eclipse Marketing, designs Web sites for integrator clients.

"They need to make it simple to navigate," she says. It's important for integrators to keep in mind the look, feel and usability of the site, according to Stevens.