Tag Archive | "website design"

Tags: , , , ,

Business Sense: You Can’t Have 10 Specialties

Posted on 10 August 2017 by cradmin

Projektovy-manazment-pre-Marketing_8_wMany countertop fabricators today like to offer their customers a full range of products and services, but saying you specialize in each one of them stretches the definition of the word a little too far. For example, one countertop fabricator’s website claims the company specializes in “granite, marble, limestone, tiles, quartz, travertine, onyx soapstone pavers and fireplaces.” For what it’s worth, this fabricator may as well throw in basketball, blackjack and fine cheeses.

This is in no way an isolated incident. A few quick jumps through Google reveal a whole host of other fabricators with similarly long lists of specialties. In just one city, the following examples can be found:

  • We specialize in countertops, vanities, windowsills, fireplaces and coffee tables.
  • We specialize in natural stone, granite, marble, limestone, soapstone, travertine and onyx.
  • We specialize laminate, solid surface and sinks.

How is a homeowner supposed to determine which of the above businesses he or she should select?

Create a Unique Proposition

Rather than trying to attract the entire kitchen and bath market, focus on what makes your company unique. Instead of spouting out all of your services and products in one long list, tell your website visitors why they should choose you. A great template for this sentence looks something like this:

I help _____ do _____ so they can _____!

Now, this message is not going to attract everyone, but it should ring true to your primary customer base. To help you create a powerfully unique marketing message, ensure it meets the following four criteria:

  1. It states a specific benefit.
  2. It includes an offer that does not or cannot be met by your competitors.
  3. It speaks strongly to a large group of potential customers.
  4. It is tried and tested to be true.

All it takes is one day of brainstorming to create a unique message that converts your website visitors into happy customers without having to say that you specialize in everything.

Read the full article by Harry Hollander of Moraware here: You Can’t Specialize in 10 Things

Comments (0)

Tags: , , , ,

Business Sense: Design a Website With a Purpose

Posted on 11 May 2017 by cradmin

edab5e545cc8cf6a49faaa8a9ea6a3d0_LIt can be a long, hard road getting people to view your website, but once you accomplish this task, you want to make sure that you are taking full advantage of it. This can be done by asking yourself one simple question: What is your website’s purpose?

For most fabricators, the end game is to sell a countertop, but this is not as easy as it sounds. When is the last time you bought a product for upwards of $4,000 just visiting a website? Probably never. To get the most out of your website, it is first necessary to understand that people browsing on a website and people browsing in your showroom are in different stages of buying process.

While both people may be searching diligently for information, the online prospect is not as invested in purchasing a countertop as the person inside your showroom. Website analytics are measured in seconds for a reason: People tend to flit from one Web page to the next unless something appeals to their eye or their sensibility very quickly.

From Prospect to Qualified Lead

The most effective and advantageous goal to aim for with your website is to get prospects to email you or call for more information. Once you make that initial contact, you have a greater chance of getting him or her into your showroom, and according to statistics from U.S. fabricators, prospects in a showroom are converted at a rate as high as 70 percent.

One of the best ways to get a website visitor to call is also one of the simplest: Just ask. This is known as a call to action, and it can be as simple as, “Call us!” or more complex, such as, “For more information on how we can help you create the kitchen of dreams, contact us today.”

Prepare What to Say

After you get the prospect to contact you through your website, it helps a great deal when you know what to say. Whoever answers that phone or replies to that email should be trained on how to get the person on the other end into the showroom. However, most established fabricators and salespeople already have tools, templates and processes that have proven to work…

Read the full article by Harry Hollander of Moraware here: What is the purpose of your website?

Comments (0)

Advertise Here
Advertise Here

The Countertop Industry Insider Monthly Newsletter


Subscribe to Get New Posts via Email

Enter your email address to receive new posts by email. You can choose to receive notifications weekly or daily, excluding weekends and holidays.




CountertopResource on Social Media





%d bloggers like this: