Why You Need A Web Site
Even though having your web site hosted at TrainWeb will bring you more
rail related prospects than any other site on the web, you will be
misusing the power of the web if you only view it as a source for
generating sales leads. The web is actually best used as a "follow-up"
tool. Don't look at having a web site for your company as "another"
mode of advertising. Instead, use your web site in conjunction with all
of your current advertising. Your web site is best used for telling
"the rest of the story", the information about your business and your
products or services that does not fit cost effectively into any other
medium of advertising.
TrainWeb will bring many new prospects to your web site, but that
probably will not be the bulk of where visitors to your web site come
from. They will come from your other advertising. How will this bring
you any more sales than you are getting now? Your current advertising
gets a lot of people interested in what you offer, but many of those
people will never call you.
There are many reasons why they will not call. People fear their name,
address and phone number will be placed on lists for junk-mail and
telemarketing. Even if you don't sell or share prospect information,
they don't know that.
Most people do rightfully assume that they are going to get a sales pitch
when they call the phone number on advertisements.
Thus, most of the calls that you do get are from the few people who were
able to become interested from what little information you were able to
fit into your ad. Their interest had to be serious enough for them to
call for further information despite the possibility of getting a sales
pitch or ending up on a telemarketing or bulk-mail list.
Don't you often feel that you could generate serious interest in many
more prospects if you had the opportunity to more fully show and explain
your product or service offerings to those prospects?
That is what a web site can do for you and that is
how a web site is best used! It isn't hard to design a print ad that
leaves the reader wanting to find more information. It is not as hard as
designing an ad that will actually motivate the reader to call you. Put
your web address in those ads so the reader knows where to get
the additional information they are seeking.
Once the prospect has been drawn to your web site by your print ad, you
can now tell him the "rest of the story." Dozens of photographs and
hundreds of pages of information can fit on your web site. Most vendors
won't need all of this capability, but it is there to meet your needs
as you continue to find new and exciting ways to interest prospects in
On your web site, you can show and describe each and every item that you
offer in detail. There is no struggle trying to describe your products
or services in a 2 inch ad, or even a 2 page ad! You have as much room as
you need for whatever photographs and writing it takes to close the sale.
Your savings alone will probably pay for the cost of your web site many
times over. How do you handle calls from prospects now? An 800 number?
An order fulfillment center? Do you send out brochures? How much do those
full-color brochures cost to print? How much do they cost to mail? Even
with those brochures, can you fit the whole story about your
company and its products and services? On your web site, every photo and
graphic can be full-color and you have room for dozens of them. There
is virtually no limit as to how much you can say about your company
and your offerings. You can tell the entire story on your web site and
don't need to print and send as many brochures. Would not the savings from
printing, mailing and phone calls alone more than pay for your web site?
That doesn't even include the additional interest and sales that you
will generate from the people that never would have called for
So what do you do once you have convinced your prospect? There are many
options. You can have your phone number and street address on your web
pages just like you do in any print ad. This allows prospects to order
by phone or mail, whichever you currently accept from your print
advertising. You can also place forms on your web page that the prospect
can fill out, print out and fax to you. But, in addition to the standard
methods of ordering, you can also allow your prospects to place their
order via e-mail. If you want to receive the orders by e-mail, we can
send them to you that way. But, if you want to receive orders immediately
and not wait until you check your e-mail, we can convert e-mailed orders
to faxes and send them to your fax immediately!
As a full sponsor at TrainWeb, you may also open a store in our online mall.
With a store in our online mall, additional prospects will find your store
that are just browsing through the mall. Also, a store in the mall allows
prospects additional options for placing an order with you. You select the
payment methods and shipping methods that you will accept and those options
are presented to your clients. If you accept credit cards or checks, the
customer can provide that information online and that information can be
automatically checked and authorized by your financial institution before
you even get the order!
In your store in the mall, the customer can wander about your online store
examining information and photographs or graphic displays of all of the
merchandise that you have for sale. They can place items in their
"electronic shopping cart" and decide whether they wish to buy the items
or put them back before they go to the "electronic checkout counter".
This online store feature in our mall is provided to you at no extra cost
as a full sponsor at TrainWeb!
So, where should you display your web address to draw prospects to your
web site? Put your web address in ALL of your ads. Put it on your business
cards and letterhead. If you advertise on radio or television, use it there!
By now, you've probably seen web addresses on advertisements by most major
national corporations. When was the last time you saw a movie in the theatre
that didn't publish their web address on their previews? If you have a
message that plays along with "music-on-hold" on your telephone or if you
have voice-mail, put your web address in the message!
Actually, you should think twice before you print anything or purchase
any promotional items without your web address. Why not put your web address
on your business envelopes? Do you purchase T-shirts, baseball caps, pens
or coffee cups to promote your company name? Do you sponsor any clubs with
uniforms or sponsor any other local civic organizations? Why not list your
web address along with your name on these items? Doing this will not only
get people familiar with the name of your business, but will allow them to
become aware of what your business does!
Do you have a storefront? Put you web address on your sign. People who
happen to stop by after hours and find you closed, can still examine your
products and services online and place an order! You can post your
hours of operation on your web page so that people will know when you
are open for walk-ins and phone calls.
The bottom line is: Don't think of a web page as just another source
of prospects. Think of it as the follow-up call to close the sale!
Think of it as all those full-color brochures that you did not have to pay
to print and mail. Think of it as the salesperson for your company that
will tell everything about your offerings to all those people who never
would have called!
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