When officials at Everthere Carriers wanted to show a prospect how their product worked, they sent it to the Web site of another company.
More than a year old and with just the most basic of functions, Everthere's Web site had reached the end of its life span.
Online retailers such as etrailer.com were designing animations to show the carrier unfold - and doing a better job of showing the product than Everthere itself, said company President Steve Threet.
That was a problem.
"That's not the way it should be. Nobody should be better at displaying our product than us," Mr. Threet said.
About three months ago, Mr. Threet and his partners set their sights on a new Web site, one that would demonstrate the project, give retailers detailed sales information and assure the public that the Everthere carrier was the cream of the crop, he said.
"We knew we needed an up-to-date site to better fit our marketing strategy," Mr. Threet said.
After scouring the Internet for a Web developer - someone whose own site was top notch - company principal Travis Mason settled on the Omaha, Neb.-based JM Web Designs.
"I looked at their site and knew if they weren't superior in that type of business and they don't have a good site, then we don't want them," he said.
What Jonathan Patton, of JM, saw was an Everthere site that offered little information and was difficult to navigate.
"It almost looked like they were not on there yet. It doesn't really give good sense of, 'Hey, we're here on the Web; take a look at our products.' It doesn't put it in your face," Mr. Patton said.
A major priority on every site must be a clear and captivating description of exactly what a company is offering, he said.
"The span that people have is 15 to 20 seconds, if you don't grab their attention in that time frame, they're gone," Mr. Patton said.
After spending about a week negotiating on how a new site should look and how much it should cost, in this case a few thousand dollars, work on www.everthere.net began.
The new site, which took about 45 days to complete, incorporates elements meant to draw in a potential customer, then keep them interested. The site is expected to be up and running next week.
Features include a vivid front page image that changes each time the site is visited, animations showing how the carrier works and a Web-ordering capability.
A feature just for retailers is accessed by a special code that, when entered, opens an area where they can learn more about marketing the carrier.
"That creates a nice personal feel, to say, 'This is my special user name and password,'" Mr. Patton said.
Although the importance of each function of a Web site is significant, the overall impression it leaves also is critical, he said.
"It creates credibility and a reputation, the appearance factor is very important," Mr. Patton said. "That goes for anything, if a guy comes in with ripped jeans and a shirt for a job interview I'd say I'm not going to take him seriously."
Reach Adrian Burns at (706) 823-3352 or adrian.burns@augustachronicle.com.
Picking a web designer
Tips for picking a winner:
- Check to see whether the Web designer's site looks good and works well.
- Take into account how long the designer has been in business; the more experience, the better.
- Take note of the designer's customer service. Are they friendly and responsive?
- Examine a designer's portfolio. Look to see that it has dealt with big companies, reputable firms or major universities.
Source: JM Web Designs
Building a Business
Building a Business is a new, yearlong series in which The Augusta Chronicle follows the progress of a local start-up company, Everthere Carriers LLC, as it attempts to take its fledgling product to a national market. The following is the first story. Updates will be made monthly.
• Series will follow company's journey
• Area men get education in business as they mass-produce novel carrier
• Go to manufacturers, designers with ideas
• Trade show marketing is success for local business
• Patent process is easier with help
• As sales grow, Everthere is turning into full-time job
• Product's success is dependent on testing
• Local business picks up by latching onto Internet
• Company revamps Web site to draw business
• Everthere settles into new offices
• Negotiating lease can be challenging
• Family support is important to fulfilling dream
• Work-life balance is one key to success
• Licensing lets buyers tote interest
• Logo-product partnership is beneficial to both sides
• Everthere Carriers staff works together for success
• New hires ease burden of increased workload
• Everthere Carriers takes new product to health exposition
• Preparation is important at trade event
• Firm wrestles with issue of foreign labor
• Cheap overseas work has its drawbacks
• Everthere Carriers bids farewell to productive 2005
• Everthere Carriers has come a long way
• Q&A with Everthere's Steve Threet
