Websites Archives - Marketing, content, & technology to help printers sell more printing

If you’ve ever debated whether to list your prices online or worried that you’ll lose business if you do, you’re in familiar territory. For many printers, pricing feels like walking a tightrope: charge too much and scare people off, charge too little and eat into your margins. It can feel like putting your worth on trial, especially when you’re competing with “race-to-the-bottom” online competitors. But it’s not just what you charge. It’s how you present your pricing that makes the difference. And chances are, some of the “rules” you’ve been following are doing more harm than good. Let’s bust a few myths that might be costing you sales and show you what you can do instead. Myth #1: If I Show My Prices, I’ll Scare My Print Buyers Away The idea that showing your prices drives prospects away is one of the most persistent myths in the print industry. It’s rooted in the fear that you’ll be judged solely on cost, that your higher prices will send your prospective print buyers running to online discounters. But in reality, hiding your prices creates an even bigger problem: distrust. Today’s buyers expect transparency. When they can’t find what something costs, they assume

Imagine this: a print buyer lands on your website, curious about your promotional products. They click a link… and suddenly, they’re not on your site anymore. They’re in a completely new environment with unfamiliar branding and no clear reminder of you. This kind of abrupt shift is more common than you might think. Many printers link directly to vendor platforms like Sage, ASI, Carlson Craft, or DisplayCity. It’s fast. It’s easy. And it’s quietly working against you. Losing the Visitor Too Soon It’s not the act of linking out that’s the problem—it’s when and how it happens. If someone clicks off your website right after arriving, without taking in who you are, what you offer, or how to come back, you’ve lost control of their experience. This kind of early exit leads to: Higher bounce rates Lower engagement signals (like time on site or page views) Decreased search engine visibility Worse, it’s a missed opportunity to build a relationship. You brought them in, but then sent them away before they really saw you. A simple change, like adding a transitional landing page, keeps them engaged a few moments longer. That time matters. It helps your visitor feel anchored to your

The Honest Truth About What SEO Really Does (And What Comes Next) If you’re a print shop owner who’s paying for SEO and not seeing an uptick in print orders, you’re probably asking yourself: “Is this even working?” And that’s a fair question. In fact, it’s the right question. Because if you’re investing in something, you should understand what it’s supposed to do—and what it’s not supposed to do. So, let’s talk about it. What Does SEO Actually Do? At its core, SEO does one thing really well: It makes your website more visible. Think about Google like a highway. SEO puts up more road signs for your print shop so drivers (aka your potential print customers) can find you. That means when someone searches “custom postcards near me” or “EDDM for restaurants,” your website is more likely to show up. But here’s the kicker… Visibility doesn’t equal sales.It equals opportunity. What you do with that opportunity is where most businesses—printers included—get stuck. So… If SEO Is Working, Why Aren’t You Getting More Orders? Because the job of SEO is to get more people to your site. The job of your website—and your overall marketing—is to convert and convince them.

If you’ve been following us for a while, you’ve likely heard about the Reorder Forms Library (ROFL), but you may still have questions. Is it the same as a standard reorder process? How does it work? And most importantly, what’s in it for you and your clients? Well, your answers await below! What is the Reorder Forms Library? The Reorder Forms Library is a website add-on that creates a personalized, hassle-free experience for your repeat print buyers through Private Order Forms. It stores all the details of their frequently ordered jobs—such as brochures, business cards, or postcards—and organizes them into private, client-specific forms. These forms allow you to offer tailored pricing and eliminate unnecessary steps in the ordering process. Instead of navigating through generic forms or manually re-entering job specs, print buyers can quickly reorder what they need with just a few clicks. Why not just use the standard reorder process on my website? This is a common question, and the answer lies in personalization and efficiency. While your website’s standard reorder option allows clients to place repeat orders, it doesn’t customize the experience for their unique needs. The Reorder Forms Library goes a step further by: Tailoring forms specifically

Imagine being the first name that comes to mind (think: “Hey, Siri!”) when your customers are looking for answers, solutions, or guidance. Would you like to be a trusted coach who helps people set the course in their decision-making journeys? That’s the power of sales and marketing white papers. These in-depth, authoritative guides don’t just showcase your expertise—they create a bridge of trust, positioning your business as the partner who understands your customers’ challenges and has the solutions they need. For printing companies, white papers are a marketing cornerstone that can generate high-quality leads, build lasting customer relationships, and drive incredible sales results. What Are White Papers and Why Do Printing Companies Need Them? White papers are comprehensive guides designed to help readers understand an issue, solve a problem, or gain actionable insights for future decisions. For B2B companies like printing businesses, white papers are especially valuable because they cater to print buyers seeking detailed information to guide their purchasing decisions. Modern buyers (including print buyers) are more independent than ever, preferring to research options on their own. In fact: 87% of buyers use white papers during the early stages of their decision-making process. B2B buyers also rely on thought

Diving into the online print market is no walk in the park. Giants like Vistaprint and Shutterfly dominate the scene with their vast offerings and savvy marketing, setting a towering standard for smaller printing companies aiming to establish their spot in the market. Yet, there’s room for the David’s in this Goliath’s world. Smaller print businesses can carve out their niche by crafting a standout brand identity, offering tailor-made services, and mastering digital marketing that offers a human connection with their audience. Let’s unpack some strategies to transform these challenges into golden opportunities for printing businesses of any size to stand out and excel in the bustling online print market. Taking on the Online Print Giants: What Are You Up Against? Price Wars Smaller printing companies find it challenging to compete on price with giants like Vistaprint and Shutterfly. These titans can afford to slash prices and offer irresistible deals, making it tricky for the little guys to do so. But it’s not just about the price; these big names also have a marketing muscle and brand recognition that can be daunting. Building Trust and Recognition Gaining a foothold against well-known online giants is a steep climb. These established brands

Are you a printer who believes your website should solely focus on selling your printing services? Did you know, however, that neglecting content could limit your print buyers’ potential to engage with your brand and miss out on numerous opportunities to connect with a broader audience? Read on to discover why your print website is about more than just selling printing and how you can maximize its potential. Content is King While selling your printing services is undoubtedly a crucial aspect of your print website, relying solely on this function restricts your reach to potential print buyers who are actively seeking printing solutions at that exact moment. However, by incorporating meaningful content throughout your website, you can create multiple touchpoints for them to interact with your brand. Consider adding engaging articles that cover the latest industry trends and techniques, informative blog posts that provide helpful tips and tricks for their print projects, and captivating visuals that showcase the versatility and quality of your printing services. By doing so, you showcase your expertise and provide valuable insights and solutions that resonate with your target audience. Additionally, you can explore other forms of content, such as video tutorials, case studies, and client

While it can be challenging for print owners to keep up with the ever-changing landscape of technology and print buyer behavior, one thing remains constant – the importance of a strong online presence. Having a website for your print business is crucial in order to attract new customers and retain existing ones. Looking to level up your online presence and provide your print buyers with an exceptional experience? It’s all about the base! Your print website base. Start with the foundation of your website and build up from there. If you want a great print website, it needs to have a few essential features. User-Friendly Interface: Make sure your website is easy to navigate and visually appealing. Your print buyers should be able to find what they need quickly and effortlessly. Clean, intuitive design and clear navigation menus can significantly enhance the user experience. Seamless Ordering Process: Streamline the ordering process by integrating a user-friendly online ordering system. This will save you and your customers time, resulting in a smoother experience for everyone. Consider incorporating features such as saved order history, easy reordering, and secure payment options to make the process even more convenient. Comprehensive Product Information: Provide detailed and

Gravity is the force by which a planet or other body draws objects toward its center. Every body in the solar system exerts a force on those around it, with Jupiter wielding the strongest pull and the moon exerting one of the weakest. Even your own physical body exerts a gravitational influence on the things around you (though this force is negligible due to how tiny you are compared to the planets!). If you’ve ever slipped off a ladder or tumbled from a tree, you know Earth’s gravity is basically unstoppable. So, here’s a question. What if your business could exert gravitational force on potential leads and soon-to-be customers? Wouldn’t you want to flip this power switch to the ‘ON’ setting? Wouldn’t you want to do this as soon as possible? Enhance SEO and Get Found Online Search Engine Optimization (SEO) refers to the process of enhancing your website to increase its visibility on Google, Microsoft Bing, and other engines people might use to find: Products you sell Services you provide Professional advice and answers from your experienced team Think of SEO as a magnetic map that not only leads people to your website but irresistibly draws them to do

As a printing company owner, you understand the importance of delivering high-quality products to your print buyers. However, despite your best efforts, you might find yourself facing an all-too-common challenge – dealing with incorrect print files from print buyers. While it’s easy to overlook the impact of these errors, they can actually cost your print business more than you realize. The Price of Inaccuracies at Your Print Shop If you often encounter print files that are not up to the mark, you’re not alone. Whether it’s wrong dimensions, low-resolution images, missing fonts, or improperly embedded graphics, these issues can result in wasted time, materials, and resources. Plus, the subsequent need for revisions can delay production schedules and strain client relationships. Unveiling the True Expenses So, what are those incorrect print files actually costing your print business? More than you might think. Check it out: Wasted Resources Think about your team’s time and effort in attempting to fix flawed print files. These resources could have been better utilized on productive tasks. Material Waste Incorrect files can lead to misprints or reprints, wasting precious materials like paper, ink, and energy. This not only affects your bottom line but also affects the environment.