By Angie Kilbourne
Shop Site of the Month
Jerry's Auto Repair - Pullman, Wash.
www.jerrysautorepair.com
Effective branding is Jerry's Auto Repair's winning touch on the business' Web site. Highlighting its expertise, Jerry's emphasizes to consumers its ability to perform all scheduled maintenance on new vehicles, as well as the technical credentials of its technicians. Inside, the site carries through an effective marketing campaign with excellent information for customers and prospects alike.
Nominate your shop's site for a Net Worth profile. E-mail your Web site address to angiek@ASAshop.org
Web Wise
What Do Customers Know About You?
What do consumers learn about you and your business when they visit your Web site? Is your "About Us" page up to snuff? The information you provide on that page should answer several of the questions any new customer might have. But more importantly, it should reinforce the message that consumers can trust you and your work.
The About Us page is your first chance to give your site and your business a personalized touch. But before you start typing, think about what you look for in a company when searching for services on the Internet. The information provided should project a professional and credible image, and it should drive home the message that people in need of vehicle repair should be doing business with you.
Writing your business' story isn't difficult. Start with the how, when and why it began. Include what made you decide to go into business for yourself, and display your company's value or mission statement. In addition, provide short bios about yourself and your staff, highlighting accomplishments. Sprinkle photos of your business, your staff and yourself liberally throughout the page.
Be sure to prominently list your business' contact information, such as address, phone number and e-mail, as well as your business affiliations and awards. Ensure the page includes links to your guarantee/warranty, testimonial and customer information policy pages.
The bottom line is that informative content spells quality on a Web site. Visitors may be impressed with its design, but it's the quality of your message that will make or break the sale.
Net Numbers
In November 2007, spam represented 88.17 percent of total e-mail volume received by large organizations.
Source: Proofpoint Inc.
ASA Web Ways
Deadline for early-bird registration to ASA's Annual Convention - to be held at the Hyatt Regency Santa Clara, Santa Clara, Calif. - is March 27, 2008. Take advantage of the discounted $225 registration fee, which includes AMI-approved classes, board of directors meeting and affiliate assembly for one low price. ASA members can register securely online for the convention and Celebration of Excellence at www.ASAshop.org/annual08 Don't wait! After March 27, full registration is $495.
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