Web Design and Functionality
By Liz Fedorowicz Schwartz recommends putting com- Secondary information includes: how A good way to show your expertise in
Decisions are made about your com- mon industry information on a site to request print samples, what paper the printing industry is to include nec-
pany every day by customers looking that helps all customers, prospective stocks are available and what they essary information like postal restric-
at your Web site. And you may never and current. For example, resources cost, and samples of special services tions, a downloadable file in the FAQ
get to speak to some prospective available in the industry, how to prep such as embossing. With regard to section for direct mail pieces, and tem-
clients if your site is hard to use, con- your files before sending them to a color on the site, he notes that if you plates for window envelopes, he adds.
fusing, or lacks basic infor- printer, basic die cuts, clear are a printer specializing in color
mation about your services. FAQ sections, and a search- products you should be appealing to “This all demonstrates expertise, saves
Does your Web site send able information section. creatives to use your firm. “Color is time when printing, and builds trust,”
the right message to your For advanced Web sites, he relative to your brand. If you do a lot he notes. “Businesses are brands no
prospective clients? suggests a section to track of creative, edgy work with artists, matter what industry they are in. You
jobs online, digital asset then you need to add more color to need a pro to help you brand your
Printers live in a com- management for your cus- your site,” he says. business. It’s worth the investment.”
moditized industry. One tomers, and the ability to
way to distinguish yourself view digital proofs online.
from the pack is the use of
branding. “Good brand- “Your site has to make
ing can increase margins a customer pick up the
and secure trust,” explains phone and call your sales
Matthew Schwartz, presi- Matthew Schwartz rep,” he adds.
dent and chief creative offi-
cer of MSDS, www.ms-ds. Through his company,
com, an integrated strategic creative