Issue link: http://psai.uberflip.com/i/1346654
ASSOCIATIONINSIGHT Portable Sanitation Association International News BIWEEKLY EDITION MARCH 3, 2021 Page 26 Company Website with Something Extra…continued from page 25 While video is not hard to put on a website, having video content that is worth watching is key. As a business, this is your time to show off what you have. It doesn't even need to be your business location. Did you provide units for a large event? Do you have a new truck with your logo on it? Do you have a photo of all your employees wearing uniforms with company branded logos? Here is an analogy for you, would you book a vacation at a resort without seeing photos of the resort? Give your next customer the confidence that they have found a real professional business by showing them what you have. This is what successful companies do. Leverage the Power of Fresh Content You may think your website doesn't need fresh content very often because what you have is what you have. That thinking is a little short-sighted. Here are a couple of reasons you should always be updating content on your website. First, it lets customers know you are an engaging, changing business which makes it more comfortable for them to contact you. On the Texas Outhouse website, you can find "Texas Outhouse News" that is regularly updated, detailing products and services they offer that are not covered anywhere else on the site. The Texas Outhouse website also has right on their homepage an area labeled "COVID-19 Solutions." During these pandemic times, relaying information on how your business handles health and safety concerns is very important to your customers. The second reason you need fresh content on your website is because Google prefers it that way. The search engine likes to see active websites and they favor sites that frequently update their content. In my next article in the March 17 Association Insight, I will go beyond website content and delve into the importance of web analytics and SEO (Search Engine Optimization). With that information, you'll see why rising to the top of Google results can drive new customers to your door. What Is Your Call to Action? "It would be nice if people looked at websites during business hours and called you right then, but the fact is, people will look for what they need online at all hours," says Wheeler. For this reason, you should have a quote request option on your site. Even better, consider items they can price and order immediately. Derek Pauling at Biff's in Shakopee, Minnesota recently added this feature to Biff's website. His "Rent Now" feature allows users to place an order or ask for a quote. He says it has been an easy way to boost sales. If you are a large business, you have lots of customers. Getting them locked in by communicating with them right away—or even, getting their order and credit card payment while you sleep—will greatly enhance your business. You will also notice on the Texas Outhouse website the ability to change the website to Spanish. While this may not be needed in your area, you should ask yourself what you are doing on your website to encompass all your potential customers and not leave anyone out. Continued on page 27