Printer Websites -- No Flash, Just Substance

By Erik Cagle

Senior Editor

The evolution of the commercial printer Website has been an interesting journey.

Initially, many printers bought into the "me, too" mentality of Internet accessibility. The catch phrase of 1997 may have been, "We have an Internet presence, as well." To not have a "presence" was to sneer in the face of technology—your thinking was inside the box and your paradigm certainly wasn't shifting anytime soon. It just wasn't proactive, darn it!

If being techno hip wasn't bad enough, the Website took a narcissistic turn for the worse. Who needs substance when you have flash (make that Flash)? Home page greetings, "intros," consumed time and, in some cases, shut would-be visitors out. Incredibly, some visitors would even be told that their computer didn't possess the proper software to view a particular site. It was the virtual velvet rope.

So much for progress.

Fortunately, the commercial printer Website of 2003 is more and more becoming an animal of practicality. And while the printer site may never be a strong medium for e-commerce (small and quick printers peddling business cards and the like, notwithstanding), its function as a production tool is practically growing on a daily basis. For one example, check out this month's cover story on Courier Corp. and its Fastpath production system.

According to Pam Conover of Conover Associates and an associate consultant for the National Association for Printing Leadership (NAPL), large-scale printer Websites have become a greater asset because of their production workflow capabilities. She doesn't see e-commerce as an ideal fit, however.

"At the very minimum, a Website can serve as an advertisement for a company," she says. "Now, for a majority of larger printers, they have FTP (file transfer protocol) so that the site is used to exchange information and track jobs.

"As for the e-commerce aspect, the larger the commercial printer is, the chance of buying online from them is less," she notes. "Usually, larger printers run more complicated jobs. Many companies do have quote forms to fill out, but they're too laborious. I don't think many customers are using quote forms on Websites, since it's easier just to fax or e-mail them a form."

According to Conover, sites essentially act as marketing tools, and it is up to live people to step in and close the deal.

Cyber Clones

Many of the leading printers in the United States have sites that are basically identical in form and function, with a few wrinkles here and there for originality. But many others trip over their own feet by not paying attention to details, or even neglecting the site. Conover offers the following points that the ideal site should incorporate:

* A list of all the services the company provides. If your company is a full-service provider, from uploading files to delivering finished product to end users, this should be illustrated. Imagine that you are giving a personal tour of your facility to a prospective customer.

* Spell out what type of products you produce—annual reports, books, etc. This is especially handy to prospects who have little experience in buying print.

* List what equipment you use. This is not universally embraced, since some printers have concerns regarding their competition having detailed knowledge of their firepower. One option would be to provide a partial list of the big cannons, while not completely tipping your hand.

* A list of clientele. Likewise, your customers may not want their competitors to know who they turn to for their vendor needs. In that case, industry segments can be listed (pharmaceutical, retail, etc.) and then names can be named once the client sits down with the sales representative.

* List your phone number and address on every page. They need not be headers, as smaller printers/quick job shops tend to utilize them, but rather in smaller print across the bottom of each page.

* E-mail accessibility. Many companies use contact forms that, in the end, can be as time-consuming as writing and mailing a letter through the post office. Some don't bother to respond at all, and it's not restricted to the printing industry.

"When people come to your site, they want to get in and get out quickly," Conover states.

Instead of using online forms, a better method would be to use blind e-mail addresses as opposed to specific names, which could cause confusion if that person leaves the company. A simple sales@topprinter.com or info@topprinter.com will do the trick. But most importantly, have someone respond to these queries within 24 hours, if at all possible.

* A brief company history. Timelines work well for older companies. Frankly, a potential customer isn't interested in 2,500 words on how your company has evolved and prospered over the years. A three-paragraph synopsis should effectively relate how your company has endured by servicing its number one priority, the customer.

* Press releases. They should be done properly, or not at all. If the most recent release is from June 2000, that tells readers that either the Webmaster isn't very diligent in keeping the site current, or there isn't a whole heck of a lot happening at your business. Either way, it's bad news.

Your Website is like your refrigerator, with perishable content. So toss out that two-year-old jar of jam or pickles before someone else sees it. Update on a normal basis—weekly, bi-weekly, monthly. Using a date function can provide at least the illusion of fresh content.

* Printing tips. Pointers can be offered for the novice or seasoned print buyers.

* Flash optional. Not everyone has it, and not all who do want to see it on your site. Please provide a "skip intro" button somewhere along the bottom of the page that can be easily found before the floor show begins. Never, never ask a reader to download software in order to access content from one of your pages.

* Registration forms. Another time goblin. If so compelled to use this form, the user must be offered some type of reward for their troubles, a small token of appreciation (mouse pad, pen set). Credit card companies sometimes use tote bags, fanny packs, water bottles and the like to entice college students and event attendees to apply for an account.

* Have the site linked to as many industry-related sites as possible. Your face should always be in a familiar printing place.

On the negative side, many printers choose to keep the construction of the site in-house, which can be a big mistake, according to Conover. "This is fine if you're a Website designer," she says. "But one can tell that some companies keep it in-house and just purchase basic page building software to help construct it. It just doesn't look professionally done, which is not the image you want to convey."

An eight- to 10-page site, professionally done, can cost anywhere between about $1,800 and $20,000, depending on size and geographic locale. Shop around for a designer that specializes in printer sites and peruse that designer's work. If you value your company's online image, consider the professional designer to be a capital expense, like a new press or binder.

By following the basics—posting colorful, but readable, content that is attractive, informative and easy to navigate—the Website can evolve beyond being a mere electronic brochure into an interactive production tool with critical information that entices prospects to pick up the phone and dial your number.

"Keep in mind that you're creating the site for your customer, not for you," Conover says.