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Product descriptions should vibrantly relate texture, colors, size, and “feel” of each item. Choose words that connect directly to senses. A throw pillow, for example, could be presented as “a soft burgundy compliment to any sofa pictured above.” Of course, while it is appropriate to be vivid in your product descriptions, remember to remain true to each product’s features.
Customer service options are a must. A hyperlink to merchant’s contact page or customer service area should be available on each page of site, uniformly. The merchant’s telephone number should also be listed on each page.
A shopping cart system is not required, but can certainly promote prospect-customer conversion based on convenience. For product-based web presence, next “action step” after selecting a product is to make a purchase decision. If a purchase requires picking up telephone, merchant risks losing customer during this transition. Offering on-line payment with telephone support is optimal way to promote an on-line sale.
Tweaks and Tips
* Offering financing options and/or incentive-based sales offers, such as no interest for a 6- or 12-month period, will increase your competitive edge and promote a quicker purchase decision.
* When developing content, be sure to include plenty of key terms and phrases in site’s general text. Search engines such as Google rely on content text, not meta tags, to determine search placement.
* Include key terms in image description tags and hyperlinks. Describe each image or link using terms and phrases relevant to image, industry, and merchant. If you are a furniture merchant attempting to develop your first web presence, seek advice and support of a full-service small business web design firm. Professional, affordable web design is available. Creating a “do it yourself” site may appear cost effective, however this can quickly become a complicated and time consuming project. Stay focused in your profession, and recruit wisdom of a web professional.
Jim Ray is a seasoned web developer and president of Web Presence, a national web design firm serving the small business market sector. To learn more, or for a free quote for your own web site, visit the Web Presence at http://www.web-presence.net.