Utilizing Website Marketing & Technology to Increase

Sales & ProfitabilityTimothy Howard

Clarity Connect, Inc.Holly Springs, NC 27540

www.clarity-connect.com

Website Checklist & Content Management Solutions

Website Content Management Solutions

How is a Website Updated?• Static– Each page is ‘hand-coded’– Changes made by ‘webmaster’

• Dynamic– Updated by non-technical type using a Content Management

System (CMS)– Updates are instantaneous or nearly instantaneous

Web CMS

Website Content Management Tools

The Right Tools for the Job

Website Checklist

What are Your Business Objectives? • Getting new customers• Increasing frequency of purchases • Increasing average order size– Trying new products– Complementary products– More of the same

• Improving margins• Getting first time customers to become repeat

customers

Website Functionality• Simple ‘Brochure’– Calls to action: • Call us• Stop By

– Repeat visitors not likely

Website Functionality• Simple ‘Brochure’ Plus– One or two pieces of info updated somewhat

regularly– Calls to action• Check back for an update• Call us• Stop By

– Frequent repeat visitors not likely

Website Functionality• Highly Informational but non-transactional– Regular Updates

• What’s New• Availability and/or pricing• Seasonal information• Where to Buy

• Multi-media– Slideshows, videos – Social Media Integration

• Calls to Action– Come back regularly to site– Call Us– Stop By– Buy

• From others

Website Functionality• Online Ordering & Payment• Wholesale Post-Login– Inventory– Online Ordering

• On Account• Online payment

• Interactive– Catalog Creation– Sales Sheet Creation– Bench Card Creation

• Customer-Only Info– Grower Cultural Care

http://www.fknursery.com/

http://www.willowaymarketing.com/

Selecting a web designer• Local vs. Remote• Individual vs. Company• Template vs. Custom• Designer vs. Techy• Static vs. Content Management System (CMS)• Recipe vs. Consultative• Expansion capabilities• Ability to help with content• Experience– Total, Horticulture Specific, Search Engine Optimization

• Support– Availability, human vs. e-mail

Key Take-aways• Don’t have site, ‘just to have a site’• Sites designed by 18 year old kids for $200

generally look like sites designed by an 18 year-old kid for $200

• Build your sites to achieve specific business objectives

• Text is king when it comes to search engine results

Key Take-aways - 2• Design look and feel needs to reflect your physical

location and the real customer experience• Content should be written for the site user, not to

demonstrate how smart you are– Plant descriptions for retail customer should be

different than for wholesale customers– Nobody cares ½ as much about your business as you

do

Questions?

Comments?