| > | | | | become familiar with the product, to envision the |
| Article discussing the unique web design needs of | | | | furniture in their home from all angles in the room. |
| on-line furniture merchants. | | | | Product descriptions should vibrantly relate the |
| Web sites that feature products — | | | | texture, colors, size, and "feel" of each item. |
| especially furniture or other large items — | | | | Choose words that connect directly to the |
| require a careful balance of text and images to | | | | senses. A throw pillow, for example, could be |
| convey the value of each product. | | | | presented as "a soft burgundy compliment to any |
| Let’s face it. Consumers like to see, feel, | | | | sofa pictured above." Of course, while it is |
| and "experience" a product before they make a | | | | appropriate to be vivid in your product |
| purchase decision. If you can elicit the senses in | | | | descriptions, remember to remain true to each |
| your on-line presentation of an item, you will | | | | product’s features. |
| increase your chances of making a purchase | | | | Customer service options are a must. A hyperlink |
| tenfold. | | | | to the merchant’s contact page or |
| In addition to the basics of an effective web | | | | customer service area should be available on each |
| presence, such as complete contact information, a | | | | page of the site, uniformly. The |
| successful furniture sales web site will convey the | | | | merchant’s telephone number should also |
| following: | | | | be listed on each page. |
| - Credibility of the merchant to provide any | | | | A shopping cart system is not required, but can |
| product available through the site; | | | | certainly promote prospect-customer conversion |
| - Dimensions, an invigorating text description, and | | | | based on convenience. For the product-based web |
| multiple images for each product; | | | | presence, the next "action step" after selecting a |
| - A replacement or repair policy in the event an | | | | product is to make a purchase decision. If a |
| item is damaged during shipping; | | | | purchase requires picking up the telephone, the |
| - Delivery or shipping options, with pricing; | | | | merchant risks losing the customer during this |
| - Customer testimonials from those who have | | | | transition. Offering on-line payment with telephone |
| shopped with the merchant; | | | | support is the optimal way to promote an on-line |
| - Full payment options, preferably with telephone, | | | | sale. |
| on-line, and invoice credit/debit options. | | | | Tweaks and Tips |
| Style and Navigation | | | | - Offering financing options and/or incentive-based |
| Again, developing a successful furniture sales site | | | | sales offers, such as no interest for a 6- or |
| depends on the web designer’s ability to | | | | 12-month period, will increase your competitive |
| elicit the senses through a careful combination of | | | | edge and promote a quicker purchase decision. |
| text and images. "Presentation" design elements, | | | | - When developing content, be sure to include |
| such as Flash and Java components, may be | | | | plenty of key terms and phrases in the |
| useful in establishing a professional, yet | | | | site’s general text. Search engines such as |
| comfortable tone across the site. | | | | Google rely on content text, not meta tags, to |
| Site navigation should be effortless and flow | | | | determine search placement. |
| seamlessly throughout the entire web site, | | | | - Include key terms in image description tags and |
| including on pages that do not relate specifically to | | | | hyperlinks. Describe each image or link using terms |
| products. Subconsciously, the site’s ease of | | | | and phrases relevant to the image, industry, and |
| use will affect the prospect-customer’s | | | | merchant. |
| impression of the merchant. | | | | If you are a furniture merchant attempting to |
| Content Elements | | | | develop your first web presence, seek the advice |
| As the saying goes, "a picture is worth a | | | | and support of a full-service small business web |
| thousand words." This is certainly the case in | | | | design firm. Professional, affordable web design is |
| on-line furniture sales. | | | | available. Creating a "do it yourself" site may |
| Each product should include at least two unique | | | | appear cost effective, however this can quickly |
| photos, complete with thumbnail and enlarged | | | | become a complicated and time consuming |
| versions, but may have as many as six. The goal | | | | project. Stay focused in your profession, and |
| here is to encourage the prospect-customer to | | | | recruit the wisdom of a web professional. |