suit us. We’re living in a world of instant gratification. We don’t like waiting; we all want things right now. Enabling your clients to do more things for themselves online is more important than ever before.” Finnie and Hoole’s comments make it clear that easy options are not always the best solution when setting up an online presence for your products. If a website or online store isn’t regularly maintained or updated then this can have a negative impact on how you present your business to others. Due to this, establishing your online solution isn’t a one-time job, but an essential piece of maintenance like any other component of your business. Avoiding Pitfalls As with any new task, it’s easy to make mistakes along the way. As previously mentioned, a website or online store is a window to your business, so it’s crucial to make as many early errors before your digital platform goes live. As previously mentioned by Hoole, customer service is key, along with the ability to spot mistakes and quickly fix them. “Do more than just look pretty,” says Finnie, adding: “User experience (UX) and user interface (UI) are super important and require a lot of planning. People don’t like hard things, meaning if a website is difficult then they’ll be more likely to bounce to the next one. Especially as there’s plenty of companies and websites to choose from. “Being easy to use and good looking is important, however, think about the websites you’ve used in the last week or so. Chances are, you’ve done more than just read stuff. You’ve probably interacted with the sites in some way.” Finnie highlights the experiences customers have when undertaking tasks like buying shoes or booking restaurant tables. The convenience of these acts along with the day-to-day necessities like bank transfers, quote calculations, questionnaires, and grocery shopping means people want simple to understand answers and solutions. “When it comes to offering a bespoke service online, keep things light and fun,” adds Hoole, who suggests clearly communicating the customisation options available to customers. “Make it easy for customers to bring their unique vision to life. Use visuals and descriptions to spark their imagination and get them excited about the possibilities,” he continues, adding: “And remember, bespoke is all about that personal touch, so keep the communication channels open and be ready to collaborate.” When it comes to the potential technical pitfalls of operating online, as well as the admin that comes with it, Finnie says: “The reality is that productisation 55 Issue 248 - August / September 2023 email: news@signlink.co.uk FOCUS ON / WEB-TO-SIGNAGE ► A well-designed website can be the perfect place to showcase high-quality images of your products ◄ Giving customers an insight into your business and demonstrating your customer service skills can help build your brand says The Sign Group
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