Supplier Savvy; Website Savvy: What you can learn from a supplier's Website

T+D, June, 2002 by Craig R. Taylor

* Was the site well organized and logical in its navigation, with an engaging design?

* Did you find the content helpful, plentiful, and relevant?

* Was there enough attention to detail?

* Did your experience exceed your expectations?

* Was it apparent that sound instructional design principles were used in developing the site?

Those questions can help guide you in your assessment of a provider's capability to support your business objectives.

But perhaps the most important criterion you should consider in your evaluation is this: How did your visit to the site leave you feeling? Boyer, from AvenueA, says succinctly, "Did it make you feel insignificant?" That's a brilliant observation. The overall online experience you have with a supplier should leave you satisfied intellectually and with a positive feeling.

In spite of the dot.com meltdown and slowed U.S. economy, the Internet continues to grow as an integral part of business communication. It must be an essential element in how companies connect with prospects and customers. As more suppliers understand that, your online searches for a fitting partner will be more successful.

Craig R. Taylor is chief strategist, Watershed Consulting Group, Orlando, Florida; ctaylor@watershedconsultinggroup.com.