ASSOCIATIONINSIGHT
Portable Sanitation Association International News
BIWEEKLY EDITION MARCH 3, 2021
Page 25 Continued on page 26
Company Websites with Something Extra
By Todd Ginter, PSAI's Director of Marketing
These days, websites are as integral to advertising your business
as the yellow pages were a generation ago. In the February 17th
issue of Association Insight, I detailed the most useful items
company websites need. Now, in part two of this three-part
series, I turn my attention to websites from larger companies
which offer some added features that can really drive sales. While
this article will focus on what your website needs if you are a
larger business, that doesn't mean the information isn't useful for
smaller businesses too. Any sized business with the desire and
necessary funds can offer these extras. The internet is a great
equalizer in that regard.
Why It Matters
There are a couple of reasons why the best attributes for large company websites can also be of interest to a small
business owner. First, if your website has some of the same items I am listing below for larger companies, you will
stand out to your customers. Also, as a business owner, you are likely to want to grow your business. Knowing
what you should have on your website as you continue to grow is essential to that growth.
As a larger business, what do you want your website to do? The objective could be anything—bring more sales
leads, increase purchases, provide information on products, generate social media following, and so on. If you
answered that you only made a website to have an online presence, then you are probably losing customers and
sales before they even know your business name.
"In the old days a company could dominate through the yellow pages,
but now that has to be done through your website," says Larry Wheeler
of Texas Outhouse in Houston, Texas. When I recently spoke to Larry, he
told me that when he started looking at their company website four years
ago, he knew they were not going to get by with a mom and pop shop
type of canned website. For a company of their size and market position,
they needed a full-size and robust website.
"I looked at our website as if I was the consumer, and I worked to make
sure everything they would be looking for was on there," said Wheeler.
To see the result, take a look at the Texas Outhouse website and review
the examples I am about to discuss. These ideas can enhance the website
of any business, and they are becoming "must haves" for larger firms in
our industry.
Do You Have a Wow Factor?
If you run a larger business, you shouldn't have the same website as all the rest. When potential customers are
surfing around looking for who to call, you want to stand out. If your website is the same as the last company site
they saw but with different words, they will probably pass you by.
"I wanted action on our website, and it needed to be the first thing people saw," Wheeler says about the Texas
Outhouse website. The second you are on the Texas Outhouse website, it is like you are a bird flying around their
company headquarters. Plus, you see actual work going on! Trucks are driving, forklifts are moving units, and team
members are working.
