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A Must Have in Today's Business World
If you want to sell your product in today's business world you need a web site. Those companies without a web site are at a serious disadvantage. US importers and other buyers these days expect sellers to have a web site. Those who do not have one are looked upon as not knowing how to do business in the modern business world.
Let's look at it this way. Let's say that you called a company and asked for their fax number. They replied that they do not have a fax number because they don't use a fax machine. What would you think about this company? You would think that they were small, not serious, and didn’t know how to conduct business.
And so it is with a web site. If a buyer sees that you as a seller do not have a web site your company looks small. Regardless of how big your company is if you do not have a web site then to the buyer you are small.
How to Get a Web Site
The first step in getting a web site is deciding on an address for your site (called a URL). The important point to remember here is to make the URL as easy to remember and as short as possible. Generally it is the first and second words of the company name. For example if the company name is Golden Textile and Clothing Inc., the desired URL might be www.goldentextile.com. After you have chosen a URL the next step is to see if that URL is available or already taken by another company. It can be a real challenge to pick a URL that is easy to remember, not too long, AND available. Go to www.namesecure.com or www.networksolutions.com to see if the URL you chose is available. If it is available register it QUICKLY. If it is not available then you must choose a new name for your URL.
After you have a URL that is registered the second step is to choose an internet company (called an ISP) that will host your web site. Most countries have several ISPs for companies to choose from. In the USA, for example, the best and most reliable is Earthlink (www.earthlink.net).
Designing Your Web Site
Step three is to design your web site. This is very, very important. A well-designed web site can make you successful. A poorly designed web site can almost guarantee your failure. Your web site does not have to be, and should not be, complex. Sites with lots of graphics and animation take too long to download.
It is very important that you understand that web site designers are not business people. They are artists. They do not understand business models and marketing strategies. All they understand is how to make web pages. They do not understand how to link these pages together in a way that the buyer wants to view them. In addition, web site designers often try to show off their skills with fancy web pages with lots of graphics and music and completed styles. This is not what you need. You need a simple but well designed web site that shows the buyer what you have and encourages them to contact you for more information. If designed properly, the buyer will be guided through your web site from page to page until finally they get to the "send us an e-mail" page.
The Index Page
The first page that the buyer sees when logging onto your site is called the "Home Page" or index page. This page should have your company name, logo, and several buttons (called links) which when clicked take viewers to other pages on your site.
The About Us Page
The second page that many buyers will go to is your "About Us" page. This is a very important page in convincing buyers that you are reliable and serious. Make sure that the company address is prominently listed on this page. If possible, put a picture of your main office or factory on this page. Make absolutely sure that you list your company's telephone number and fax number. Buyers want to know that if there is a problem with an order they can get in contact with you.
The Products Page
The next page that most buyers will look at is the "Products Page". On this page or pages you should show the buyer what you offer. Give some detail - but not too much. The goal is to have the buyer contact you by e-mail. At that point you can start the negotiating process and hopefully get the order. If you don’t give enough information on the products page the buyer will not be interested or will not take you serious. If you give too much information then there is no need to contact you and you have no chance to negotiate.
The Quality Control Page
Once the prospective buyer has looked at your products the next page he/she wants to see is your "Quality Control" page. It is VERY important that you have a quality control page on your site and that it contains at least the next three items. Show a close up picture of a quality control employee who is carefully examining one of your products.
The Contact Us Page
The last page you want the prospective buyer to view is the "E-mail Us" page or “Contact Us” page. You want this person to send you an e-mail which says something like "Give us your best price for ...". Once you have this e-mail message then you can start the negotiating process which will, hopefully, lead to an order. Make it easy for the buyer to e-mail you. Put "Contact Us" or "E-mail Us" buttons on every page of your web site. The goal is to get that initial e-mail message. Without it your web site is just information.
The Guide To Marketing and Selling To US Importers contains more detailed information on web site design, how to get prospective buyers to your site, and how to get them to contact you.
The important things to remember are if you don't have a web site, get one. You are at a SERIOUS disadvantage if you don't. If you have one check it to make sure it guides the buyer through the steps mentioned above. Make sure your web site looks nice but is not heavy with too many graphics and animation that make it slow to download. Do not have music on your site, unless of course if you are selling music. When asking a prospective buyer to contact you by e-mail to ask for a price quote or other information, give them your e-mail address so that they can send you an e-mail message, Do not give them a form they have to fill out with lots of information and then click on a SUBMIT button. Remember, use the KISS system. Keep it simple and short.
