When visitors land on your website’s home page, they should feel like they are being welcomed through the front door of your business. Once people have crossed the website-door threshold, you want them to wander through your site, much like you would give visitors a tour of your facility.
The last thing you want is for people to feel uncomfortable, question your experience, and doubt your authenticity.
But that is exactly what we often find in our audits of JanSan websites … “phantom” sites that provide an appearance but lack any material substance.
If your website is seen as a “phantom” site, then visitors might view your company as an illusion … not a company they can trust.
Here are the top three signs of a “Phantom” website:
- Overuse of Stock Photography. Be real with who you are and what you bring to your customers. Take your own photos of your staff, warehouse, and office and post them on your site. People like to do business with people they know, like and trust. Connecting with real people through photos is the first step.
- Missing contact information. Do you trust a company if there is no phone number, address, or contact name on the “contact us” page? Do you get frustrated if you cannot speak directly to a real person via a posted phone number on a website?
- Website templates with no customization. When you rely on a website template with no customization, your website looks like a “cookie-cutter” site. Your janitorial supplies website is no different than the local funeral home, landscaper, or chiropractor.
We believe websites are the foundation of any integrated JanSan marketing program. All marketing activities will drive traffic to your website, so it is imperative that the site delivers authenticity, reliability, and a positive impression of you and your company. If your marketing budget is tight, first put your dollars and energy into building a great website … then turn your attention to other marketing activities.
Find out more about website design for the janitorial and maintenance supply industry by downloading our FREE Online Guide “The Seven Deadly JanSan Website Sins.”