You need to get your branding right – this doesn't necessarily need to be high budget material, small companies don't need to pretend that they're large by having expensive or lavish branding, it just needs to be professional, right for the marketplace in which you're operating and CONSISTENT on all marketing materials. Small and medium sized companies have a lot to offer – they can provide a personal touch and allow customers to develop a relationship with the owner – this can be a very attractive proposition compared to faceless big organisations.
A big mistake often made by companies is not looking 'outside-in' when they commission a website. You must stand in your customers' shoes and really think about what it is that a potential customer wants from a supplier:
These are fairly common sense and straightforward matters, but often forgotten. Even if you're not conducting online transactions, potential customers will use your website to find you out. With a website you don't have the same opportunity to create that fabulous customer experience like you can with physical premises such as a shop – you've got just a few seconds to create the right image, grab their attention and invite them to look further. And we don't mean flashing banners and images flicking across the screen – it's about making them feel that they are in the right place to find what they want and that you are the company to do business with. Not easy, but nonetheless achievable with careful consideration to your customer profile.
Despite the recent downturn on High Street spending, it is reported that online spending trend is on the up. This doesn't only apply to consumer products though, as businesses in industries such as manufacturing are grabbing the opportunities that online ordering presents.
Commenting on a conversion of an information website to an e-commerce website Tindall Engineering MD Melvyn Tindall said: "We now have a great new website which focuses on our products and enables us to sell on-line which is a new approach for our organisation. Obviously, commissioning an e-commerce-enabled website involves a considerable outlay for any organisation but to secure 50% funding through the Manufacturing Institute played a large factor in enabling us to go ahead. Our original website served us really well as an essential
To discuss the development of your company's online presence however large or small, please call us on 0161 799 8555 or use the contact form provided.