Avionics News February 2013 - 51
Consider, though, that even after getting a referral, a potential customer’s first step is to review
your shop’s website. So one way or another, the
online storefront you have on display is largely
responsible for your company’s success.
Unlike a brochure, a website requires updating
and revisions. Think of it as a daily newspaper rather than a book. This requirement might make you
groan, but it’s actually good news. You can instantly
offer deals, promote one part of your business over
another and continually guide your customers and
potential customers in the direction you desire.
If it’s been way too long since you’ve updated
your website, drop your ego and answer these questions from the perspective of an aircraft owner looking for a great avionics shop.
What is the first impression my website
gives to viewers?
Just as you walk into a new restaurant and feel
the ambience through the furniture, sound level,
lighting and interior design, a new customer has
an instant impression of your website. Does it
look modern or dated? Does it look professional or
cobbled together? If you didn’t know this company,
what would you think? Sadly, if your website gives
a bad impression, a prospective new customer might
just Google another shop’s website.
The Internet is a visual environment. Fairly or
unfairly, your website is judged against your competition. To help ensure that your website is visually appealing, ask friends and family outside of the
avionics business for honest feedback. You might
not like what you hear, but you’ll be on your way to
making things better.
What does your business do?
The home page of your website must be clear in
describing what your company does. Do you just
sell avionics, or do you also offer installations,
repairs and maintenance? Potential customers want
to know whether or not your shop can service their
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