Why you must have a good-looking Web site

Even if you don't plan to do much Internet selling, an appealing online presence is absolutely vital—and doable 

Brick-and-mortar retailers may be committed to their physical operation, but having an online presence is still critical to building and maintaining their business.

While some Christian stores put significant time and energy into their Web sites, others go with the basics, recognizing that being online means regular or potential shoppers can find them and get a feel for the store before spending gas money—an increasingly important factor for many cost-conscious consumers—and taking the trip.

Do-It-Yourself might be fine at home, but unless you’re very Internet-savvy, it might be better to consider a template-driven service with minimal up-front cost, such as Innovative’s Signature Websites.

With a professional look, such an inexpensive site can help market your store 24/7 to anyone who comes across it while surfing the Internet or visits the site looking for a particular product. 

Web site service providers can also help stores reach their customers with email promotions, endcap signage and vendor-supported sale products. A significant benefit is that the store doesn’t have to stock all of the inventoried products at its physical location.

Many stores use Facebook—and it’s important to use this social-media platform, too—but a dedicated site for non-Facebook users is still needed. Don’t forget to provide your store’s Web address on your Facebook page, too.

KEEP IT UPDATED

A word to the wise—use spell-check on your Web site and double-check it yourself for errors. 

For instance, a Web site that does not capitalize “Bible” comes off as careless at least, and could even be considered as being disrespectful to God’s Word by some. 

Sites also need to be kept up-to-date. If your store was hosting an author signing three months ago or is highlighting an old VeggieTales DVD, it looks outdated and tired—and doesn’t attract new customers. 

Old blog entries and out-of-date events make for bad advertising. If you plan to use an events calendar to keep users current on Christian concerts, author signings or major church events, don’t let it lag behind. Assign someone on your staff to update it at least weekly. 

If you aren’t getting notice of events, check sites of Christian radio stations, local newspapers or major local churches to regularly freshen up the calendar. Be sure the photos and/or ads on your site don’t look dated either.

If you do build your own site, make sure it’s easy to navigate. Have a couple of people who are unfamiliar with your store test your Web site to see if they can find everything they’re looking for—store location, hours, particular products. 

Make it warm and friendly, too, by putting your personal name to it—your picture would be even better. Add something about the history of your store and/or your commitment to the community.

CREDIBILITY, VISIBILITY

Canadian Christian retail chain Blessings has added a live-chat function to its Web site, and President Mark Hutchinson says it’s a “great tool.” 

“When a customer walks into our brick-and-mortar store, we welcome them and are then there to assist them with finding product if they cannot find what they are looking for; online we were not able to offer this service,” he explained. “I said to my team, ‘We need to replicate this service online. We need to offer “wow” customer service.’ 

“We believe we can now offer the same level of service online as in the physical store. You go to Blessings.com and cannot find what you are looking for, [but] instead of getting frustrated and going to a competitor site, we now offer you the chance to talk directly with [us] so that we can assist you in making your purchase.”

On the supplier front, in similar fashion, Rose Publishing offers a live-chat mechanism for its customers. Users—mainly dealers of Rose’s products—can ask any question through its live support without taking extra time to pick up the phone. It serves the customer well and costs little for Rose to provide.

A Web site gives your store credibility as well as visibility, since many users comparison-shop before heading out the door. Not having one could lead to lost business, not to mention fewer ministry opportunities. CR

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