As we now know, the craze over the Internet is no fluke! Lest you still think the Internet is not for you and your business, think again. Wake up and turn your computer on!
Whether your customer base represents the commercial, private, government or residential sector, the Internet will continue to play a bigger part of your customer’s decision making. With the Internet, you can actually drive more aggressive customer behavior by allowing them to immediately contact you through e-mail to place requests for bids or even placing an order for your services or products.
If you’re still a bit slow on the draw with your own website take the next few steps.
First, if you don’t have your own website, pursue doing so ASAP! There is an abundance of people who can assist you in developing your web page.
Second, make your website interactive. That is, don’t merely let your web page be another form of the Yellow Pages. Put some creativity into your page by inviting browsing prospects to take advantage of some free giveaway. The giveaway gift can be tied to filling out a brief questionnaire or survey that allows you to obtain their e-mail or mailing address.
Third, seek out opportunities to tie your site with other sites that potential customers might also check out. For example, if you customer base is property owners, you might identify property owner groups that have their websites. Many of these sites provide opportunities for advertising banners, and while such banners might cost you a few dollars to place, their return to you in potential business will very likely be as great or greater than what phone book ads have provided in the past.
Finally, give some thought to the name you choose for your website presence. For example, if your company already has strong name recognition in your market area you might simply want to use that name on the website. However, if you are a growing business without great name recognition, be a little creative when choosing your name for the internet.
For example, if you are a start-up equipment dealer you might consider something like:
www.buythebestequipmentnow.com
or
www.constructionequipmentforyou.com
While both names leave little to the imagination, they do very quickly identify what the website (and business) is about. You might decide to stick with your company name when building a website, but remember that the Internet is a very spontaneous marketing tool. People “surfing the net” generally move quickly and take little time to carefully research each web page to determine their interest. The fewer “clicks” the customer needs to understand your company the greater likelihood of motivating him to pursue your products and services.
The Internet provides contractors with the opportunity to market themselves like never before — not to mention to enhance the first impressions that can be made. With one simple web page you can increase your exposure to a wider variety of customer outlets than any one small section of a Yellow Page ad could ever provide.
Another distinct advantage is that as your company grows and changes you can update your website accordingly, monthly if you need to. (Unlike a phone book ad where you are locked into your ad until the next printing period.)
Perhaps the biggest advantage to using the Internet is the impact it can make as a first impression tool. Contractors who are also progressive and creative in their efforts impress customers who are progressive thinking: These customers generally like to do business with companies that are equally progressive.
Customers who use the Internet to research for contractors are also driven by the need to maximize their time. With the Internet you “score” again by providing customers with a forum which they can explore, at their pace, on their schedule, to determine who they want to involve with their construction needs. If they are busy they can just “bookmark” your website and revisit your business on their next electronic experience.
Having a well-designed, easy to navigate, easy-to-understand website has greater potential to generate profitable business than generic form letter you might be using. All too often such letters wind up in the trash can.
As you probably realize, the Internet is still young and growing. Young industries, like young children, are often full of surprises and mistakes. Be patient with your effort to drive business through the Internet. Don’t give up on creating an inviting and interactive web presence. Make the Internet and your website an integral part of your business strategy to make and improve the first impression experience for future customers.
