Technology

BY PAMELA BIR

What Makes a Good–and Bad–Showroom Web Site

ost showrooms in our region now have Web sites. Let’s take a look at five typical showrooms and their Web sites to find out why they benefit from having an internet presence, what in their Web site works the best—and what isn’t working.

LIGHTING DESIGN FIRM
Good Points
This site has beautiful photos. Make sure you also have pictures of items that aren’t in the showroom. On this site, the project gallery recognizes architects and other partners on project. Turn your clients and partners into referral machines. Help them send people to your site. The site also has good contact information and map of locations. 24/7 access to names, e-mails and addresses.

Bad Points
The entire site is built in FLASH, which can’t be indexed by search engines. Don’t let the Web designer sell you on appearance only. Make sure the site is built to accomplish your goals. There also is no search engine optimization (SEO). Even if you don’t want to do a SEO ad campaign, you should do basic SEO to help search engines index your site. This site is formatted for small screen, which is wasted real estate. Most computer users have large screens now. If your site is formatted for a small screen, you’re leaving a lot of blank space on the sides of your Web pages. Have your Web designer alter your formatting.

There is no educational information. A Web site is your opportunity to educate your clients. A consumer may be shy about asking detailed questions, but they’ll read information provided on your site. An important means for an architect or designers to differentiate themselves from the competition is to know more and to be up to date on new topics. Put educational material in their hands. Also, nothing changes on the site. If a visitor only comes to your Web site once, you’ve lost a big opportunity. Bring them back again and again with interesting information.

FURNITURE, FABRIC AND ACCESSORIES SHOWROOM
Good Points
Here, the navigation moves, changes shape and changes color. Take the time to do something unique on your site. Grab your viewer’s attention. The links to product lines open in a new window. Links should open a photo or PDF in a window that is easily closed to show your site again.

Bad Points
The home page is a splash page, or an extra page before the actual information. Yes, photos are important, but your viewers are too sophisticated to give them a home page that doesn’t say anything! It takes four clicks to get to product information. You can have multiple types of navigation on your site. Make sure important information is no more than two clicks deep into the site. What info is most important to visitors? Make it easy to find. The “happenings” page on this site is blank! “Check back soon.” There is no excuse for a blank page on a site. If you’re really too busy to write, have the programmer hide the page.

TILE AND STONE CONSULTANTS
Good Points
This site had numerous good points, including educational information, industry links, economic indicators, installation products and FAQs. Your Web site should be a resource for prospects and clients. The use of humor is good. Your Web site should be a reflection of your firm. People do business with people. Instead of just history about the company, show pictures from the employee picnic or the baseball team in action. Share your word-of-the-day contest.

This site also had multiple navigation options, including a left-side list, photo buttons across the top of the home page and links in footer on each page. This is not a scavenger hunt. Your visitors want to get on the site, find what they’re looking for and get back to their business. If you frustrate them, they won’t be back.

Additionally, the site had fresh information, an industry calendar, and travel and business directories. Put new, pertinent information on the site so people have a reason to come back. The site map is a great tool to make it easy to find information. This gives you the opportunity to use different terms for a topic also. A newsletter archive allows you to use every marketing effort at least twice. Write an article for the newsletter. Put it in a blog. Tie the blog to LinkedIn. Expand it into a new page of educational information for the Web site.

Bad Points
Don’t give too much information when it comes to pricing Encourage people to visit the showroom.

FURNITURE AND INTERIOR DESIGN SHOWROOM
Good Points
This site used small photos in FLASH sequences. FLASH, a programming tool to allow movement, is an excellent way to add visual interest to your Web pages.

Bad Points
The font is small and light gray, making it difficult to read. Design the site with your target audience in mind. If you’re selling to the 40-plus crowd, remember our eyesight!

FURNITURE SHOWROOM
Good Points
The home page has message about the company’s vision. Make sure the Web site reflects the company culture. The site also has separate areas for retail and trade. If you have two or more target audiences, don’t ignore that fact, address it. This site appeals to the consumer with a custom wish list while also making the architect or designer feel at home with trade-specific tools. Your site should be a repository of information clients need to print, such as catalogs they share with homeowners, order forms, installation instructions for the installer, metric conversion charts and more.

Bad Points
There’s a broken link on a product page. Check your site frequently to be sure everything is working. This attention to detail reflects on you.

Pamela Bir is president of Your Computer Lady, Inc., a firm that provides computer support including marketing literature, e-mail marketing, Web site design and maintenance, PowerPoint presentations and more. Visit www.YourComputerLady.com or email Pamela@YourComputerLady.com.