The first time a customer walks into your dealership may not
be the first time he has stopped by your business. He may have visited without your
knowledge, and formed that all-important first impression by looking at you on the
Internet. In fact, if your Web site is inoperable, sloppy, sluggish, out-of-date, or too
tricked-up with goofy graphics, he may not even bother to visit you again at all.
Just as you take great pains to make sure your showroom is attractive and
well-maintained, the same thought and care should go into the construction and upkeep of
your storefront on the World Wide Web. your business is out there for all the world to
see, but you aren't there to make excuses or apologies.
The subject of our cover story, Marine Outlet, has a model Web site
at www.marineoutlet.com. Rick and Linda Smith
have made sure it is straight-forward, businesslike, and professional. The facts are right
there when you get to the site: the address, phone numbers, e-mail address, and business
hours. You'd be surprised how many commercial Web sites fail to give this pertinent
information, with no way to find or contact the business.
The contents are complete and easy to access: pages are devoted to
new boats, sail boats, pre-owned boats, motors, parts, service, a history, mission
statement, and a newsletter.
The dealership's personality is evident in the text: "We
will develop long-term relationships with our customers, staff and vendors that will be
based on the Golden Rule"... "We will provide the products and services at fair
prices and maintain the highest ethical standards."
Another attractive aspect of Marine Outlet's impressive
presence on the Internet is that it didn't cost them an arm and a leg, and it hasn't been
a headache. (The Smiths had been approached by Web site developers who offered their
services for thousands of dollars for a limited number of pages. "It's so easy to get
taken; we were very leery of it, "says Linda.)
But local husband-and-wife team Ron and Paula Amescua got the
Smith's business and developed Marine Outlet's Web site for less than $500.00. For a
modest $450 set-up fee (which varies with a site's complexity and number of pages), the
Amescuas photographed Marine Outlet with a digital camera, developed the text, and
integrated Marine Outlet's promotional materials. The site is just as the Smiths wanted
it: "Easy and fun, with big print for the baby boomers, and easy to navigate."
The Smiths also pay a $50 monthly maintenance fee that is reasonable
and critical. The site is checked regularly to make sure it is functioning properly and
continues to be located near the top of the major search engines. The photos of new boat
models and pre-owned boats are updated regularly and the site is kept fresh and timely. As
Linda says, If you log on to a site" and you see it was last updated in 1996, you get
off real fast."
Linda says they've received nearly a thousand hits in the last 60
days. "It's going great guns. From an informal poll, we've discovered that one out of
10 customers finds us on the Internet. "Which goes to prove that if you do it right,
people who are cruising the Internet may cruise right on into your store.
If you have a Web site that has been particularly effective, share
your success with us. Please tell us how you found your Web developer, what services they
provide, and the cost. Or, if you've found your Internet experience to be less than
useful, let us know that, too. Send your Web address and any comments via e-mail to emccarthy10@aol.com |
