Automatic Merchandiser

APR 2016

Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.

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homepage, but again, be careful not to overwhelm your visitors with too much information. The copy should draw the reader in with exciting benefts and entic- ing offers that push them deeper into your sales funnel. That's why a competitive analysis of your clos- est competitors' Websites can prove to be very effective. You want to be sure your sales copy differentiates your company from all others and delivers benefts they can't get else- where. And it should always rein- force your "brand." The same holds true for your photography and other images. If you have dozens of products you need to feature, consider using thumbnails that click to larger images, if nec- essary. Select high-quality images (from a reputable stock photogra- phy house, or have them taken by a professional photographer) and use them to help tell a story that keeps visitors engaged. Finally, don't be afraid of white space. Often, we're compelled to fll every corner of a Web page, when in fact, the skillful use of white space can draw a visitor's eye exactly where you want it to go. Optimize, optimize & optimize again By now, if you're involved in devel- oping Websites and marketing your vending, OCS or micro market busi- ness, you've been bludgeoned with the notion of Search Engine Optimi- zation (SEO) . That's why I will make just a few key points: • Do keyword research: Find an SEO expert who can determine what are the highest value key- words and key phrases for your business. There is a distinct for- mula for doing so. Once deter- mined, make sure every page of your site contains those words and phrases. If your keywords are relevant and well placed, your SEO will pay off. • Make sure the back end of your site is well programmed for SEO efforts. This includes not only your keywords and key phrases, but metadata, H1 and H2 tags, and alt image tags for each photo on the site. A good Website programmer will know how to get this done. • Make sure your site is listed with all the key search engines, such as (surprise!) Google, Bing, Yahoo, etc. If you don't tell them where you're located in cyberspace, they won't know to fnd you and to "crawl" your site using their algorithms. 40 Automatic Merchandiser VendingMarketWatch.com April 2016 O N L I N E O P P O R T U N I T I E S "Raising Performance To New Levels" Quality Liftgates for Every Application Sideloaders, and Conventional models are all part of the THIEMAN line-up. For many years THIEMAN has been customizing liftgates to meet specific needs. If a special need arises, give us a call. From 1000 lb. to 6600 lb. lifting capacities, THIEMAN can provide a liftgate for almost every application. 600 E. Wayne Street • Celina, Ohio 45822 Ph: (800) 524-5210 • 419-586-7727 • Fax: (419) 586-9724 Email: info@thiemantailgates.com • Website: www.thiemantailgates.com

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