I saw an ad in Sunday’s paper for a company that does home remodeling. The ad gave reasons to do business with them and provided how to contact them in this order: phone number, fax number, physical address, contractor’s license numbers and then in very tiny print at the bottom of the ad – their website address.
If you think about how the average prospect is going to respond to that ad, the list is almost in the exact opposite order it should be. Most home remodelers don’t have a showroom or a place they want the consumer to visit. Their sale or their presentation typically occurs in the prospect’s home. So why show a physical address?
A fax number? What is a prospect supposed to do? Fax them??
The truth is, the most likely way their prospect is going to respond to that ad is to go to their website to find out more about them. That print ad can’t possibly contain all of the information a prospect needs so where are they going to go for the full story? To the website.
This business is like a lot of others we see. They’re not leveraging the power of the website. Website addresses are typically easier for consumers to remember than phone numbers or addresses and they are such powerful persuaders, it pays to give your website address top-level prominence in all of your marketing materials.
So take a look at all of your marketing materials – including your business cards. Have you relegated your website address to a position where it can’t provide the sales help you need? Don’t hide your website address – show it off and let it take some of the sales work off your shoulders.