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

Remember the childhood game of “kick the can”? It was fun, simple, and easy. You’d kick a can down the street, pushing the challenge just a little further ahead, never truly resolving it, just postponing the inevitable. But when you’re running a printing business, playing “kick the can” with your pricing strategy isn’t fun; it’s risky. Why Traditional Pricing Feels Comfortable (But Isn’t) Many printers rely on gut instincts and legacy methods to price their services. It feels comfortable. You know your clients, you know your business, and you think you know your costs. But the reality is often different. You’re frequently pricing based on assumptions or guesses, not facts. And when uncertainty creeps in, you instinctively compensate by inflating costs in areas you believe are already covered. You’ve effectively kicked the can a little further down the road. You haven’t solved your pricing discomfort; you’ve just displaced it somewhere else. The Real Problem: Avoiding the Uncomfortable Truth Let’s face it. The reason you’re increasing the perceived cost of something you’re already confident about is that there’s another area in your pricing you’re less certain of. Maybe it’s labor, maybe it’s materials, maybe it’s overhead. You have a sense that

You’ve been there: a new order comes in, the deadline is tight, and the file? Not quite ready. Whether it’s missing bleeds, fuzzy images, or font issues, file prep problems can slow everything down and create more stress than they should. The good news? You can head off most of those headaches by giving your print buyers a little help without piling more work on your plate. Here are four practical ways to set them up for success. 1. Share Common File Prep Pitfalls Not every client knows what goes into a production-ready file, and that’s OK. A simple, printer-approved checklist can make a big difference. That’s why we put together a free guide on the most common file prep mistakes. It’s an easy win: give your customers the info upfront, and you’ll both save time later. >> FREE DOWNLOAD: Top 7 File Prep Mistakes 2. Offer Setup Support That Scales If your clients design their own pieces, you know how often things like margins, trim areas, and safe zones get overlooked. That’s where artwork layout templates can help. Available as a website add-on, these downloadable templates (branded with your company’s logo) include clear design boundaries for popular products and

What makes a high-value customer say, “Yep, this is my printer”? You could have the best pricing, stellar turnaround, and years of experience, but if that trust doesn’t come across on your website, the sale might not either. And for your dream clients, the nonprofits, schools, manufacturers, and marketing teams you really want, your website is the first sales call. So let’s make sure it’s pulling its weight. Why Trust Details Matter More Than Ever When print buyers visit your website, they’re often thinking: “Can I trust this company to do what I need, on time, without making me look bad?” They’re not looking for bells and whistles. They’re looking for signals—visual, verbal, and structural—that show your shop is experienced, approachable, and built to deliver. The 8 Trust Builders Your Website Can’t Afford to Miss 1. Clear, Clickable Navigation Your website’s navigation should feel like second nature. A first-time visitor should be able to land on your home page and know within seconds what you do, what to click next, and how to place an order. If your website is crammed with vague or internal-facing terms, simplify it. Use buyer-friendly language like “Order Printing,” “Request a Quote,” or “What We

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

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. Today, we’re drawing inspiration from a historic athletic achievement to explore how embracing Artificial Intelligence (AI) can revolutionize your printing business. Breaking the 4-Minute Mile Before 1954, medical experts and athletic professionals deemed the idea of running a mile in under four minutes impossible. It wasn’t until May 6, 1954, when Roger Bannister accomplished this feat, that the barrier was broken. This achievement not only proved the experts wrong but also inspired many others to follow suit. Within a few years, over 50 athletes had broken the 4-minute mile, demonstrating the power of breaking mental and perceived physical barriers. Similarly, the adoption of AI in business has faced skepticism. For years, many have seen AI as a futuristic, impractical technology. However, continuing advancements and successful implementations across various industries have shown that AI can indeed drive significant improvements in efficiency, customer engagement, and cost savings. Training for AI Excellence Roger Bannister did not achieve his record-breaking 4-minute mile by chance; it was the result of strategic preparation. In the same way, to achieve true AI productivity,