Time and time again we see print companies talking about themselves on their website and not showing how and why they can improve a business. Take a step back and evaluate who your clients are, then define their persona’s in terms of what they need to on your website. What clients do you want to be targeting? What are they looking for? Then you can focus a website strategy based on your customers, not you.
There is no point rushing into heaving investments on an ecommerce website or web-to-print unless there is the demand from your clients. There is already massive competition, from big brands in this market, can you compete? Focus on what you are good at and everything else will flow.
One of our many frustrations is printers who focus on the ‘plant list’ within their website. Nobody cares! Before booking a restaurant do you call them to ask what ovens they use to cook the food? No. Well, people buying print today are young, with many working in marketing agencies. They require people to talk to them on a direct level, expressing what value you can offer them, not about the power of your machine.
Your clients don’t generally know the technical aspects of print, and they really don’t need to know about which associations your part of and what accreditations you have. Leave that for the footer of your website, it’s not a selling point.
A commonly used phrase in the print industry. Remember, your website is your 24/7 sales tool and it needs a strategy to deliver. Do you know why you need a website? Most businesses don’t and that’s why it goes down as one of Visix’s most hated phrase. You need to cater your website to your target audience, making it appealing in order to reduce bounce rate and to drive connection. Your website is the first point of contact before someone makes contact with your business. Give them a reason to make contact and not click back.
