Planning for a Successful Website

Stephen L. Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

A few years ago, I heard store owners say that all they needed was a website and business would be outstanding. The problem for most is that you need a plan to drive your clients to your website. You can have the best website in the industry, but if your clients and those prospects you want to appeal to don’t look at it, then nothing happens. Every operation has a different way in which they want to appeal to the prospect, and the way in which they market their website is different. But if you think that just having the website solves all your sales problems, you might want to rethink that plan.

Your website is a tool and not a complete solution to selling your product line and services. In order for the website to be effective, it must be connected to those who want to buy your products. How do you drive prospects to your website? Advertising in magazines and other forms of paid avenues of driving prospects to your website might work, but that can be expensive and can cripple many small businesses. 

Direct selling: contacting prospects via email blasts, direct mail, or shoe leather where we make calls (in person or over the phone) with prospects. This does take time, and you must determine who to contact. 

If you can get to the prospect in your field that you want to sell and drive those people to your sales force (your website), it can and will promote and develop your business to the next level. 

—Stephen L. Capper, A-1 Awards

Read more about this topic in the October ’18 issue of A&E.