In the iconic 1984 commercial for Wendy’s hamburgers , three elderly women were contemplating the size of the hamburger bun versus the size of the hamburger. This short :30 commercial catapulted feisty Clara Peller into stardom with just three words … “Where’s the Beef?”
We’re not talking hamburgers, here. We’re talking websites in the janitorial and maintenance supply industry. However the concept is quite similar in delivering the “beef” to capture prospects and convert them into customers. Just as Clara Peller continued to patronize Wendy’s in additional commercials, your website is the primary vehicle to initially grab attention, impress prospects, and set you apart from your competition.
What is the main reason people use the internet? They are looking for “the beef” … information that will answer a question or solve a problem. As explained in Google’s “Zero Moment of Truth” model, people use search engines to research, visit websites, and make their preliminary purchase decisions.
Many believe that landing on page one of a search is the way to generate business. Although having your website listing on the first page of a Google search is ideal, studies show people typically visit between 5-10 websites before making a decision. If you are listed several times on page one, it’s probable that visiting your site once will be adequate for searchers, and subsequent visits will result in quick clicks off the site.
Therefore, it is crucial that your website is impressive and delivers the beef in the first visit.
The initial split-second impression conveyed through your website is tied to the graphic layout and “eye-appeal.” Is your home page attractive and inviting? Does it immediately convey you have valuable information and expertise? Will visitors automatically understand you are in the janitorial and maintenance supply industry? Are you professional-looking?
Past the initial looks, the real selling point of your business is the “beef” on your website. And it needs to be prime beef, not choice or select. And lots of it.
Do you have a full listing of all your manufacturers, descriptions, links to their websites, and links to MSDS sheets? Are you connecting on a personal level with your content? Are there pictures of your employees with an invitation to contact the significant officers directly? People buy from people they know, like, and trust. It starts with the introduction made via your website.
Is there a resource page that is updated regularly with timely industry information? What about a blog with regular postings of success stories of how you met customers’ needs or new products in your line? E-Newsletters do “double-duty” these days as they connect with customers and can be re-purposed for website content.
We have evaluated hundreds of janitorial distributor websites, and find that many are lacking the “beef.” For that matter, there are many manufacturer websites that are also lacking content.
Many websites in the janitorial industry remind us of the Wendy’s commercial with the “big buns” … lots of fluff and maybe a small pickle. Without the beef, these businesses are missing the online opportunity to differentiate themselves from the big-box, order-only competitors.
We offer several difference marketing services that bring the beef to your website and drive traffic to your e-commerce pages. Whether you need a complete website “re-boot” or a “re-fresh” on a few pages, we have a package to meet your needs.