To survive in today’s marketplace, small-business owners have to recognize that the Internet has forever changed the way consumers shop, said Jeremy Sisk, president of Xperience4Higher, a marketing and consulting firm in Durham that focuses on small businesses.
“As folks have moved online, a number of buying activities have followed the same path,” Sisk said. “Research, comparison shopping and even direct communication are just a click away. As the Internet has aged, the best websites have quickly morphed from text-based pages to audible, visual masterpieces.”
These days, anyone can convey messages through video without having to buy expensive television ads. Small-business owners should ask themselves what impression they’re making when people visit their business’s website. Ask yourself these questions: Does my site show off our best work? Do I get my message across loud and clear?
Many would probably answer no to those questions, and that’s why video and photos are important for a professional website.
High-quality videos allow owners the opportunity to give a personal take on their business. Owners should offer reasons as to why they are in business and how they treat customers. Videos can be used to show customers real-time services, such as using webcams to allow clients to watch their cars as they are being repaired or creating a personal cooking show on YouTube that showcases seasonal recipes. Business owners should be creative while also being cautious.
Imagery matters. Videos and photos of poor quality could be a turn-off to customers. It’s important to get the help of a professional, including professional photographers and videographers who can help give a business’ site a high-quality first impression and keep an audience engaged.
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