I seldom see a business card without a web address. When you are actively networking, or casually meeting people, your business card is essential. Where your card leads people is also important. If someone receives your card and visits your website, they better like what they see.
Metacake is a Franklin company that specializes in creating websites and online platforms that convert visitors to clients. Full disclosure, they are a client.
One of Metacake's customers, Providence Auto Group, is an interesting case study for why having an amazing website is important. I spoke with Nathan McCauley, one of the owners of this unique, previously owned car dealership. He shared interesting insights into the before and after of updating the businesses website.
A company that donates cars to needy families
McCauley explained that nearly every customer they have goes to their website before visiting their showroom. He told me how their site's transformation has enabled Providence to share their story and promote their culture. It is an amazing culture, too, because the company donates cars to needy families.
Metacake worked with Providence to take their vision and elevate it. McCauley told me how their system works, but a visit to their new site achieved this, too. For every car they sell, they contribute a portion of that sale toward a new car for a local family in need.
There was a time when the business card lead potential buyers to the site, where they had a poor experience navigating. The design and user interface did not communicate what Providence Auto Group is all about. Now they have had more leads than they can handle, and they save money on their advertising budget, too.
McCauley told me in the first six months of the year, they sold 50 to 65 cars per month. Since their website re-launch in June, they sold 67 cars in July and 73 in August. On average, they gave away six to eight cars each year. So far they have given away nearly 20.
Re-thinking how your website appears is crucial to communicating who you are and what your business is all about. Next time you hand out your business card, consider where that card will lead the recipient. Will they become a customer or client from what they see?
This article originally appeared in The Tennessean Newspaper.