Turn Weh hrowsers into buyers

Cheryl Fentress, Anthony Forest Products, El Dorado, Ar., said that their site (www.anthonyforest.com) was created inlate 1991 "We receive about 2,000 hits per month and an average of 240 requests for technical information each month as well," she said. As with the previously referenced companies, Anthony's site "provides customers and visitors with information on our products, company history, PDF documents, and other information," Fentress said. She also added that she has checked out other sites and found that "the ones that caught my eye were the ones that placed an emphasis on the environmental aspect of the timber industry... and provided information on their products... in laymen's terms."

"We set up our site (www.wimsatt.com) to give consumers a feel for what we do," asserts Robert "Bob" Wimsatt, executive vice president, Wimsatt Building Materials, Louisville, Ky. Founded in 1936, the roofing, siding and window products distribution company has two locations in Kentucky and two in Tennessee. He said, "Fifty-five percent of our business comes from professional roofers, the remaining amount from retail lumber dealers."

After revealing that his company launched its Web site in July 1996, Wimsatt said, "It was clear to us even then that the overall potential of the Internet to the building materials industry was huge." While noting that the company's site is mostly used "as an information center" by consumers, Wimsatt added that electronic interaction "has not become significant between us and our customers, but we know in time it will-it must." He further maintained that the site is "becoming more significant with our suppliers. In fact, all of our major suppliers have a presence on the Web."

Houston's Byrum said that she also viewed other sites, but declined to reveal which ones. "I'd prefer to remain unbiased, and not single any of these sites out," she said. "However, we do visit certain vendors and competitors on a periodic basis to remain knowledgeable about our suppliers and the market."

Chris Conrady, CCI-Triad Systems Corp., Livermore, Ca. (www.ccitriad.com), which manufactures computer systems for the lumber industry, wasn't shy in revealing a particular site that he admired. "Cornell True Value Hardware in Eastchester. N.Y.. has a terrific site (www.cornells.com)," he said. "They have a forum where other dealers can exchange information and ideas. It's a very unique site and easy to go through."

Wimsatt also recommended www.owenscorning.com, Owens Corning's site, saying, "It's tremendous, in part, because they have a great deal of information." And he selected Tamko, Joplin, Mo., the nation's largest family-owned roofing company, as another noteworthy site (www.tamko.com). "We try and direct people to sites such as these that can help them," he adds.

Conrady seconded Wimsatt's belief that the Internet is gaining in popularity amongst industry professionals. "People are starting to feel more confident buying via e-commerce," he said. "The fear factor is waning."

He also offered some tips for those that are thinking about setting up their own site. "To begin with, design your site for the customer, not yourself," he said. "Ask yourself what you can do to get people to look at your site and spend time going through it to learn about what you have to offer. In short, you have to have a goal when setting up (the site), and you must make sure that it's easy to find." Regarding the last point, he further noted that Web site owners should "register their site with as many search engines as possible. This way you have greater access to a larger audience."

Conrady further maintained that sites aren't that difficult to design, nor are they as expensive as one might think. "Graphics are available on line to help people set up," he said. "Most of the information is free or low cost, too. What you have to keep in mind is that establishing a site is only a small fraction of an on-line commitment. Consistent updating is the key to catching someone's eye, keeping them coming back, and perhaps making them buyers as opposed to browsers."