Is Your Web Site Really Helping?

If you have a business, you have to have a Web site. Some argue that not having a Web site is like not having a phone number.

But how important is it, really?

Getting out there and doing what you do best may net you more business through referrals than having a snazzy Web site. That's the impression I've gotten from working with custom dealers who, in the past few years of booming business, have let their Web site slide.

There's one dealer whose Web site, for years, consisted of a couple photos and an email address. But at the same time, business was growing: more jobs, and bigger price tags. The owner says the real business driver is referrals.

Another dealer, whose business has grown steadily year after year, has a Web site that looks good: clean, concise, and nice photos. But the "Contact Us" page has been offline with a "404 Not Found" error for months. Despite the error, clients apparently haven't had trouble contacting him and giving him money.

But for dealers where business isn't as rosy: is your Web site helping or hurting you?

Now is a good time to revisit your Web site. Here's three things that will ensure your Web site is an asset and not a liability.

What's Your Message?

Take a look at your site and make sure it gets across the branding you want. Do you have a mission statement? Does it give prospective clients a good idea of who you are?

Also, make a focus group out of your friends and family and get their feedback on what impression they get from your Web site.

Keep it Tidy

Many sites that aspire for professionalism have too much going on: a million links, rambling text, and hideous colors.

Hire a professional photographer to take staged, well-lit shots of your flagship projects. At the very least, if you have a staff member who's a good amateur photographer, make use of his/her skills. Poorly lit, unimpressive photos aren't a strong marketing tool, yet I've seen images on installer Web sites that look like they could have been taken with a camera phone.

Be Accessible

Don't forget to include the following to help you be more accessible:

• Address
• Phone number
• Hours of operation

A great Web site may only be a small piece of the puzzle. But you should ensure that it's as well put together as everything else in your company.

Lee Distad is a freelance CEDIA Certified Professional Designer who offers design and process consultation to firms in the Custom Installation industry, as well as copy writing and other professional writing services. Lee’s business and industry blog can be read at http://www.leedistad.com