Cultivating Great Websites —Dana

Every printer should post an equipment list, regardless of how few prospects can interpret it. I've done a complete turnaround on this position, by the way. Years ago, I thought the equipment list was a waste of space.

Then I surveyed print buyers time and again, and I learned that senior-level print buying professionals insist on seeing this list. Many say that if a site doesn't have an equipment list, they won't consider working with that printer. Consider annotating your list by explaining the types of work that are typically produced on each piece of equipment; this will also help educate newer print buying professionals.