Who’s afraid of the World Wide Web? Actually, many people over 30 who don’t use a computer in their daily job may be reluctant to use the Internet, let alone advertise their business on a Web site. If you’re one of these people, you’ll probably change your mind once you learn how easy it is, and how much you can save by moving some of your advertising dollars to the Web.
You don’t need computer experience and it can cost very little to put up a basic Web site. Sometimes called “brochure sites,” the basic Web site provides information about your company, your services, your equipment and your contact information.
These sites can be a thrifty way to make a big impact. In some cases, they save money by taking the place of a printed color brochure and they can add an extra layer to Yellow Pages ads, billboards or any “freebie” your salesperson leaves behind. If a potential customer can go from your Yellow Pages ad to your Web site, they can learn a whole lot more about your business. The more a customer knows about you, the more you stand out from the competition in their minds.
On a two- or three-page Web site you can quickly show customers you are a reputable business with an array of services and equipment and people to do the job right. You can provide a brief history of your company and show pictures of your employees and equipment.
A basic portable sanitation business site may have a home page that provides contact information, background information and perhaps a photo of you and your employees. The second page could focus on construction services, showing photos of equipment and listing service options, and the third could be for special events and parties. If your business provides additional services, such as dewatering, septic or grease trap pumping, consider adding a page for each service.
Once you have a Web site, you can put the Internet address on everything you use to promote your business, including the side of your trucks, on restroom stickers, business cards, hats, T-shirts, pens, magnets or anything else you use for marketing that doesn’t tell the complete story alone.
GETTING STARTED
There are two ways to build a Web site. If you have basic computer skills and feel comfortable maneuvering on the Web, you can go to a build-it-yourself site. Look for these outlets on the Internet. There are several ways to get photos for your Web site. You can use a regular camera and have your pictures copied onto a picture CD when you have them developed, or you can use a digital camera and upload the pictures onto your computer.
DOMAIN NAMES
You will also need to reserve a domain name. This should be something easy for your clients to remember. Start with the name of your business with a “.com” extension. For example, if your company name is Sam’s Superior Sanitation, go with samssuperiorsanitation.com. When you go to register, you’ll find out right away if the name you chose is being used already. If it is already reserved by someone else, try extensions other than “.com” such as .net, .biz, .bz, .us, or one of the other two dozen or so options. Site registration also has a fee, usually less than $50 a year.
CUSTOMIZED WEB SITES
Larger companies typically build Web sites using professional Web site designers. There are many good examples in the portable sanitation industry. To see what your largest competitor is doing, try typing their company name into a Web browser to see what comes up. If you don’t find their Web site, try other big names in the industry. You’ll find sites for Andy Gump, Honey Bucket, United Site Services, Service Sanitation, Allied/BFI, and many others.
To create a custom site, you’ll need a Web designer. Perhaps the best way to find one in your area is to ask friends in the Chamber of Commerce who have Web sites if they would recommend the person who built theirs. Finding a designer who is respected by business acquaintances in your town is a good option.
You can also look for Web designers online. With Web site work being done in cyberspace anyway, you can just as easily work with a designer in Nome, Alaska, or Key West, Fla., as you can with someone in your neighborhood. If you do work with a stranger, get references (and check them), get a signed contract, and never pay more than an initial deposit up front. Make sure the contract specifies completion dates with assigned payment schedules for work completed, a detailed description of the work to be done, and specific terms about who owns the site design.
MAINTAIN CONTROL
You’ll also want to have control of your Web site once it is done. Small changes will be needed periodically as your products, services or personnel changes. If your Web site designer doesn’t show you or someone on your staff how to make minor changes, then you will be at his or her mercy whenever a change is needed.
MAKE THE MOVE
While you can’t expect the phone to start ringing off the hook just because you have launched your Web site, being on the Internet is an increasingly important part of any marketing program, no matter how large or small your business is.
It’s a matter of convenience, sales potential and personal pride to have a nice looking Web site. And, the first time a new customer calls saying they learned about your business on the Web, you’ll know it was worth it.
