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W2P Your Wallet Likes

Wise words for getting the maximum value from an existing web-to-print site

You built it, and no one came. Or you invested in the software, the FTP capabilities, and the design, but your web-to-print site isn’t paying its own way. Many printers admit that their websites aren’t the revenue-generating powerhouses once promised, but aren’t sure exactly how to make them into profit centers.

Not every website will become the next VistaPrint, but there are ways to maximize the utility of your site, says John Giles, a print consultant and writer. Most of them are simple, low-cost adjustments—or involve adjusting your thinking. “It’s surprising how tough we make it,” he says. “A lot of times we’re scared because there is so much out there to choose from. You don’t have to do it all, especially not at first. One thing he cautions printers: Don’t expect to double your volume overnight. The website is a tool for your company, not a substitute for it.

The Website’s Job
Tired of wasting your workday trying to modify and change your e-commerce site? Don’t let it dictate your day. Instead, Giles says, use it to assist the selling process. “When you’re on the phone with a customer, you should be able to direct everyone to your website,” Giles says. “It sounds simple, but so many of us in the printing industry have not thought of using our websites like this.”

The website could have case studies or examples of your work that a customer can view while speaking to you on the phone. Or, it could be as simple as walking the customer through the FTP upload or ordering process. “Don’t think of your website as something that keeps you from talking to customers,” Giles says. An added bonus: For small shops, a well-designed site can make the company look bigger.

All Things to Just a Few People
With the wide range of e-commerce and web-to-print development options available, it might seem like you need a robust solution immediately. That’s not true, says Willie Brennan, owner of Custom Print Now, Columbia, Md., who builds custom websites for print sellers’ customers. “The website is essentially your showpiece. It’s where people go first,” he says. Unless your company receives a lot of visitors and must spend money on landscaping or a samples room, spend the aesthetics budget on the website. “So many printers just use this site like a yellow page ad, unfortunately.”

One way to make the website interactive and useful to the customer is to post a print driver that your client can download to his or her desktop. The print driver, which can be purchased from Adobe or Global Graphics or a similar company, allows customers to select “send to [your company]” instead of “send to office printer” from the application.

“When PDF drivers are installed on a client’s computer, it automates workflow and reduces unbillable file errors by 90 percent,” says Tawnya Starr, VP of Printer Presence, Lincoln, Neb., which makes websites for printers. It’s important to evaluate the total cost of each job and then determine if it’s a smart idea to spend money on a new application.

Get Personal
Both Brennan and Giles agree that personalization is key—but not just for the customer. Photos of your sales reps and customer service reps are a good idea because they help customers make the connection with a “real person” and reinforce the relationship nature of the business.

Case studies are a great way to show off what you can do and introduce complex projects to customers, but don’t panic if you don’t have any. “It’s okay if you don’t have any yet,” Giles says. “There are other things you can do or other ways to show the customer your materials.” Even if you haven’t been keeping track of ROI, post a picture of a well-done piece. “Typically it’s not difficult to get clients to agree to use their material. They also like to show off to their competitors how well they’re doing,” he says.

What Not to Post
One of the most important elements in website development is the exclusion of extraneous pieces, such as pictures of your equipment, animated graphics and unnecessary links or information.

“We’re not talking just uncluttered,” Brennan emphasized. “I mean the virtually naked type of simple, like Google or TurboTax. Keep visitors focused on just one thing.” To achieve this, Brennan built a very simple website of his own that asks users to select one of several different business tracks. Each of the tracks ends up at essentially the same place, so it was minimal work to create. But along the way each vertical track displays only its relevant information. “There is no guessing or learning curve involved,” he says.

“I don’t care what equipment my auto dealer has,” Giles says, “and your clients don’t care what equipment you have. Sometimes I think the only reason printers put that information up is the ‘mine is bigger than yours’ phenomena of showing off the new machine,” he continues. Unless you’re in a very specialized printing niche, putting photos of your equipment (or lists) will draw the type of print buyer who’s searching for low prices, Giles says.

“It’s not what the print is, it’s what print does,” says Brennan. Take a classic situation or challenge and post the steps to solving it, positioning your company in a good light.

Showing the Website in Person
“People still buy from people,” Giles admits. What if, he theorizes, a potential customer spies a neighbor’s face on your website? “For most printers, their business is local, and those connections matter a lot,” he says.

When a sales rep does get an in-person opportunity to talk to a customer, it’s a good idea to show the website then. According to Starr, a customized portal can increase revenue 30 to 40 percent with an existing client’s account. A site like that, made for a “top 25” customer, would have the client’s logo, personalized information and their most frequently ordered items.

“Many printers make the mistake of spending too much time on creating the portal, only to find the client doesn’t want to use it,” Starr cautions. “We highly recommend that a printer post only one or two documents and then give the demo.” Prospects should be shown a demo site or a site that has already been developed for another customer—but branded with the prospect’s logo. Even a simple tweak like that will make the prospect feel valued and will help them envision their own storefront.

When You Do Spend Money
“Printers need to understand the aspects of running a business and not just the printing craft,” Giles advises. “It’s not the technology that’s giving them the problem but the ratios of affording the equipment and being organized.” He’s seen printers who spend tens of thousands of dollars on equipment and management systems, only to not use them because they fear the loss of control. “It’s the same way with websites,” he says.

Rebecca Trela is assistant editor of Print Solutions magazine. Email comments to rtrela@psda.org.