How two Cape Cod businesses have expanded globally on the Web
We all may realize that it would be a good idea to have a Web site, but what can it really do for your business? Cape Business spoke to two local companies that have seen a large benefit from their online presence: the Chatham Bars Inn and Cazeault Roofing.The Chatham Bars Inn attracts guests from far and wide, and their Web site is a large part of that.
The inn, which recently launched a newly designed site at www.chathambarsinn.com, uses it as an important selling and informational tool, said Linda Kelleher, director of marketing. “When designing our new Web site, there were a couple of components that were important for us to incorporate.
Online booking being the first, where guests can book both accommodations as well as resort amenities. We also wanted the new site to be self-updateable, allowing us to make changes as needed whether it is adding a new menu or posting an upcoming event.”
Tourism and hospitality businesses recognize the importance of reaching a wide and far-flung market. Additionally, they are aware how critical it is to keep guests happy. Kelleher sees the inn’s new Web site as adding an additional layer of customer service.
The Chatham Bars Inn has found a way to use its Web site not only to attract new guests, but to improve the experience of the current guests. “The online concierge component that we added allows guests to book dining reservations, pool cabanas, spa treatments, even flowers for their room,” she said. “This means on arrival their vacations are fully planned, giving them more time to enjoy the resort.”
When preparing to update their site, Kelleher said, “We also found that it is important to have the combination of a good graphic designer along with someone who has in-depth Web knowledge.
You want your site to look good, but also have great functionality. The whole process from start to finish took just under three months.”
In a very different market segment, Russell Cazeault is owner of several businesses on the Cape, and has Web sites for many of them, ranging from roofing to party equipment rentals to sheet metal fabrication and weathervanes (www.cazeault.com, www.bouncythings.com, www.bendtek.com, www.copperguttershop.com and www.capecodweathervanes.com).
“I cannot say enough about the benefits of having a Web site,” he said, but with a severe caveat:
“Merely having one is not enough. You need to learn how to ‘work it’ and help drive people to your site. It’s like having business cards printed, but never handing them out.”
Cazeault emphasized that a well-done Web site cannot hurt a company, but a poorly crafted one will damage the bottom line. “If someone is contemplating a Web site, I would recommend that they seriously consider why they really want it and what they hope to accomplish,” he cautioned.
“Besides serving as a glorified brochure, a Web site could be used to take reservations, handle sales functions, help recruit workers and more.”
Cazeault recounted several business opportunities that came his way because of his Web presence: a roofer from England who was looking to relocate to the U.S.; sales of sheet metal and gutter products to Hawaiian and Canadian clients; a roofer looking for assistance in Florida after last year’s spate of devastating hurricanes; a resort owner in the Caribbean interested in metal products; and an inventor looking for Cazeault to manufacture a prototype from sheet metal
“Overall, the Web site has enabled me to expand into other areas and serve a nationwide marketplace,” said Cazeault.
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