While most local businesses have websites, only a few really pay attention to their online presence. Some even consider a website to be an “extra”–it’s nice to have, but not crucial. Well, not anymore.
Your website is more than just a digital business card
The Improper Bostonian often does write-ups about local clothing and shoe stores. If the store descriptions sound interesting, I’m more likely to check them out online. But to be honest, most of the time I’m pretty disappointed. The websites are poorly designed, have very little useful information, and are often outdated. Some websites look like they were made specifically for contact information only.
If you are selling fashion-related merchandise, you need a modern streamlined website. Your website represents your taste, your fashion-forward thinking, and your respect to your online customers.
Attract more customer by telling them your story
I was fascinated when I read a story about a Brazilian swimsuit designer who opened a boutique in Boston. This was a bold move, considering that Boston is one of the most old-fashioned cities in America when it comes to swimwear trends. And with New England’s warm season being roughly 3-4 months, there is little time to parade on the beach. Because of her risk-taking, I’m more likely to check out this designer’s newest styles.
Stories like this attract customers, but are rarely found outside of print. Why not add it to the company website? Your personality makes your brand unique and interesting.
Don’t forget to advertise your new arrivals
As a shoe connoisseur, I check my local shoe shops regularly for new arrivals. I’d prefer to browse online, but few stores update their information as regularly as I’d like, and I’m left with–“The images seen here do not represent the entire in-store collection.” Such a disappointment!
Create a site that is mobile-ready
When I’m out and about I often need simple questions answered quickly in order to organize my day. What are the store hours? What’s the address? Is there more than one location in my area? Thanks to mobile phones, we can find answers fairly quickly, but often not quickly enough. I have canceled several visits to various shops because I couldn’t find the information I needed without sitting down at a computer. So make your website design mobile-friendly or you’ll lose your impatient customers.
Explain why your store is worth to visit–you’ll attract new customers and boost your local Google rating
It doesn’t take much time to write a product description, so put in the effort to make it shine. Describe why you sell the particular brands you do, where you get your merchandise, how you select it, and why it stands out from other selections in local department stores. Your customers will follow you more closely if you use detailed language to describe your products. If local shoppers are seeking out one of your designers, chances are they can find your store with a simple Google search.