7 things you can do to kick-up your website

Now is a good time (regardless of when you read this) to improve your website. More garden center retailers are coming to understand that a good website is an essential part of an effective marketing mix. Notice I said a ‘good’ website. I would define a good website as one that is current, engaging, and relevant. So in an effort to put together a ‘super seven’ list a good place to start is…

1) Keep it current – Nothing detracts from a website like dated information. I am not just talking about an event that has passed, but websites that have not been touched for years. This can be a challenge is you don’t have capable staff (or yourself) that can keep on top of it. While we all understand the downside of an outdated site, the upside to a current site is a very cost effective way to keep your message in front of your best customers (and those that find you through searches). If you don’t have the staff, consider hiring a company to maintain your site for you.

2) Keep it visual – The garden center business revolves around beautiful plants. If you understand that the sizzle sells the steak, then you will appreciate how esthetically appealing imagery can really motivate your customers. Using Flash technology you can bring movement that will increase the emotional impact of that all important first impression. These days Flash development is not that expensive. You can also extend the effectiveness of the flash by changing it seasonally – usually no less than four times a year. However, another way to get more bang for your buck is to organize a sequence of messages that coordinate with your key promotions such as Bonus Buck redemption periods, sale announcements, upcoming events, and universal services such as landscape design, potting services and plant advice. When you focus your message to around 4 to 5 images in a Flash sequence you can keep it fresh by just changing out the photos seasonally.

3) Coordinate your media – If you are running TV or radio advertisements then consider adding them to your website. At Sunrise Marketing we rotate radio spots for clients that will reinforce the Flash message, as well as the promotions featured on the website. This is a simple update that can add relevance to your site. You can do the same with your TV ads. Just ask the production company you use to provide you with digital files. These can be formatted and integrated into the site through Flash or other methods. Again, another way to get more for your marketing dollar is to ask your TV production company to cut some of the footage they shoot into messages that can be played on the site. There is a big difference between an ad designed for TV and a sequence designed to highlight a featured plant, service or promotion you offer. For example, if you run a hanging basket sale each year why not cut some footage into a promo you can use on your site, or on a monitor in the store.

4) Engage your visitor – One of the key points of differentiation between you and your competition is you. Your expertise, plus your connection to the local community should be promoted. Your website can make you accessible to customers in a way that will be easier for you to manage then four or five customers clustering around you on a busy Saturday in May. We suggest that our clients add an ‘Ask Us’ form to their website. These forms can be designed to solicit very specific information from your customer. This can help you really hone in on the issue so you can respond quickly and accurately. I would also go so far as to promote your ‘Ask Us’ campaign at the store level so that you and your business is top of mind whenever a gardening question pops up. Use signs, staff buttons and even your radio and TV ads to plug your process. Make it easy for your customers to connect with you.

5) Keep up on the technology – One word… Google. In order to keep things simple for you I would recommend establishing a Google account. It is easy to do and it opens up a world of opportunities for you and your site. With Google Analytics you can start to view important statistics that will help you keep track of site traffic, pages of interest, as well as important search phrases that customers use to find you. You can also set up a free email account through G-Mail. Want to set up a blog? Easy to do with Blogger, yet another Google application. While you are at it you can add a calendar to your site, as well as Google maps. All these applications are free and can really juice up your site – practically overnight!

6) Create a community – Facebook can be more valuable than just keeping in touch with High School sweethearts. While it is a bit more of a complex process you can create a profile you can manage so you can post information – such as photos and videos – and even create a fan base. You can post a link to your fan page through your Facebook account, or website, and spread the word about your specials and events to all your fans.

7) Make it easy to buy – You can establish a PayPal account and begin the process of selling items – I would recommend confining it to gift cards – on your site. Make sure you have established the capability to fulfill on these orders quickly and efficiently. The last thing you want to do is disappoint your customers so get all your ducks in a row before launching this one. At Sunrise Marketing we design, print and even ‘snot glue’ the cards in place so that you only need to print a label and add a stamp. Keep it simple and confine it to just a few price points - $25, $50 and $100 are generally sufficient.

Of course there are plenty of other ideas. The great thing about the web is that you can join special interest networking sites like the Today’s Garden Center Fresh Air Forum. There you can post questions or join in on other relevant discussions.