1. Utilizing Website Marketing & Technology to Increase Sales & Profitability Timothy Howard Clarity Connect, Inc. Holly Springs, NC 27540 www.clarity-connect.com

2. Website Checklist & Content Management Solutions

4. Website Content Management Solutions

5. How is a Website Updated? Static – Each page is ‘hand-coded’ – Changes made by ‘webmaster’ Dynamic – Updated by non-technical type using a Content Management System (CMS) – Updates are instantaneous or nearly instantaneous

6. Web CMS

7. Website Content Management Tools The Right Tools for the Job

8. Website Checklist

9. What are Your Business Objectives? Getting new customers Increasing frequency of purchases Increasing average order size – Trying new products – Complementary products – More of the same Improving margins Getting first time customers to become repeat customers

10. Website Functionality Simple ‘Brochure’ – Calls to action: Call us Stop By – Repeat visitors not likely

11. Website Functionality Simple ‘Brochure’ Plus – One or two pieces of info updated somewhat regularly – Calls to action Check back for an update Call us Stop By – Frequent repeat visitors not likely

13. Website Functionality Highly Informational but non-transactional – Regular Updates What’s New Availability and/or pricing Seasonal information Where to Buy Multi-media – Slideshows, videos – Social Media Integration Calls to Action – Come back regularly to site – Call Us – Stop By – Buy From others

15. Website Functionality Online Ordering & Payment Wholesale Post-Login – Inventory – Online Ordering On Account Online payment Interactive – Catalog Creation – Sales Sheet Creation – Bench Card Creation Customer-Only Info – Grower Cultural Care

18. Selecting a web designer Local vs. Remote Individual vs. Company Template vs. Custom Designer vs. Techy Static vs. Content Management System (CMS) Recipe vs. Consultative Expansion capabilities Ability to help with content Experience – Total, Horticulture Specific, Search Engine Optimization Support – Availability, human vs. e-mail

19. Key Take-aways Don’t have site, ‘just to have a site’ Sites designed by 18 year old kids for $200 generally look like sites designed by an 18 year- old kid for $200 Build your sites to achieve specific business objectives Text is king when it comes to search engine results

20. Key Take-aways - 2 Design look and feel needs to reflect your physical location and the real customer experience Content should be written for the site user, not to demonstrate how smart you are – Plant descriptions for retail customer should be different than for wholesale customers – Nobody cares ½ as much about your business as you do

21. Questions? Comments?