Tawnya Starr is the president of an American company called PrinterPresence that makes money by helping printers improve their websites. So when she says too many printers apply to a “do it cheap” mentality online, she is hardly a disinterested party. Unfortunately, she also happens to be absolutely right. Her stats suggest that 76% of print customers look online before spending – and that’s why she recommends that printing websites enable buyers to design, personalise, proof and place their order without having to make a phone call.
Starr also recommends that these websites should have some decent content – how hard can it be to add a regular blog? – that could establish your company as experts.
If all this sounds too much trouble, the least you can do is have a reasonably up to date “about us” page. An about us page that hasn’t been changed in a year is worse than having no such page. The subliminal message it sends out to potential customers is that your company has some good ideas but doesn’t always follow through. Hardly the best USP