GIE 2002: Putting Your Business on the Web

Ever considered taking your company online?

Thought about it but don’t know where to start?

If so, you’re not alone. Business owners from every industry are finding value in the wide world of Web commerce – and landscape contractors are no exception.

“There’s a perception that if you’re in business, you need a Web site,” asserted Charlie Bowers, general manager, Garden Gate Landscaping, Inc., Silver Spring, Md., at a GIE roundtable discussion Nov. 16. “And that’s probably true. When people have a question, they expect to go online and find the answer.”

From a business-to-business standpoint, being online is almost mandatory, Bowers explained. And in terms of customer relations, having a Web presence is also helpful.

“A Web site is a great way for people to look at who you are and what you do (as a company) in a non-threatening environment,” said Bowers, whose green company has maintained a Web site since 1998. “A company can send customers to its Web site and they can look to see if the company’s services are right for them.” Taking your business to the ‘net can also bring in more business and save you time – two things that could ultimately impact your bottom line.

So, maybe going online would benefit your business. But how do you actually build your site? And, more importantly, how do you make it of value to your business?

The first step, Bowers noted, is to decide if you’ll outsource the Web work or handle the site internally. While there is a substantial difference in the costs associated with both options, there is not a big difference in the time involved. Outsourcing still requires constant attention and direction to the Web developer or designer you hire.

Obtaining a URL, or uniform resource locator, is also a preliminary step. While Bowers mentioned VeriSign, you can purchase an address through a handful of providers. Bowers suggested selecting a Web address that ties closely to your company’s name – something that will be easy to identify amidst so many online entities.

Deciding what look your site should take is another important step in the going-online process. Because the green industry is very graphically oriented, Bowers recommended contractors create eye-catching sites with photos the represent their companies’ best work. Adding video of “works in progress” and photo collages of award-winning properties are also some appealing options.

When designing your company Web site – whether alone or with the help of a designer – make decisions based on the goals you hope to accomplish with the site. Be sure your site is created to target the right audience, whether that means homeowners, commercial properties or government organizations.  Also, Bowers recommended, be sure your mailing address is easily seen on the homepage to prevent service requests from customers outside your working radius.

Once your site is up and running, be sure to keep an eye on it. You may need to have an employee assigned to Web work – responding to customer requests, updating photos or posting new text.

The author is Assistant Editor – Internet for Lawn & Landscape magazine and can be reached at aanderson@lawnandlandscape.com.