Out of the Crisis.Org

[Louis Altazan]

I feel very strongly that medium to large shops should have an effective website as part of their marketing plan. Part of, because the site should tie in with the other marketing, in my opinion. For instance, radio and print advertisement should drive people to the website. The website should direct folks to the shop and the shop and “signage” should direct people to the website.

A website is very handy for telling people why they should use a service. It can also provide far more detail than is possible in other formats. I often refer people to my website when they call for information. For instance, a “How much is?” call. Once I explain the reasons I do not quote prices, I refer them to my website for more information. There, they find several articles, explaining in depth why we do not quote prices as well as articles on our philosophy as a company.

This practice alone more than pays for the site, in increased new clients. We also gain several clients a month that say they found us on the web. This is particularly true of clients from out of town. Our service-radius has increased, proportionally with out website usage by clients.

As good as a site can be, I think they can also send a very wrong image. I find many sites have problems that make the business seem less than professional. I may be a bit more critical than some, but why would a business spend money that might make them appear less than professional. The following list are a few of my pet peeves with regards to a website. Perhaps other could add more.

• Broken links or page not found
  
  
• Outdated material
  
  
• No phone number listed
  
  
• No area code listed with phone number
  
  
• No physical address listed
  
  
• No or hard to use contact form
  
  
• Flash animation on home page
  
  
• Background music on the site
  
  
• No response when contacted
  
  
• Centered text on the pages
  
  
• Misspelling and poor grammar

_________________
Louis Altazan
Owner/Manager AGCO Automotive Corporation
Baton Rouge, LA

[Tom Ham]

Well said, Louis. I read your list and do not believe our shop web site violates any of those rules.

From the other point of view, one of the tips of the month which I write was published recently in MotorAge. We may not all agree on the exact list, but there may be one or two items that some of us should consider adding.

Ten Items To Include On Your Web Site:

Keep it simple and practical. Include the following: Night drop form, prices for common services, current special, pictures of the staff, request an estimate form, appointment form, brief list of what you do, a map, transportation options, and a number to call for towing.

_________________
Tom Ham
AutomotiveManagementNetwork.com - Hams Management Systems

[Bud]

Gee, how about saying what is really important about anything you express with printed words, including your website?

So many sites have all that information yet are sooooo boring, self-centered and self-inflating. A prospect would have to be pretty desperate to do business with you before he would read all the way through all that stuff.

Would you want somebody that writes technical manuels, or horror stories, or childrens' books, or college texts to write your website?

Something very important is missing in this thread.

[Dave]

[Bud]

Ok, that's part of it Dave. You've learned a lot from the work we've done together, and that is something most advertisers never learn. Good.

But what about the tone of voice that comes through the words? What is the point of view of the stories, the persona the reader senses, the writer's way of explaning things, the completeness of the train of logic?

Just because somebody puts information into words, and does it with correct grammar, doesn't mean one bit that they have done it in a persuasive way.

Writing can be gramatically correct, but a complete failure at winning your audience over to your point of view. In this case, the point of view is to get them to pick up the phone and call you.