Many retail companies use storefront websites. Advantages include web design and support services, e-catalogs, search engine optimization, out-of-town sales inquiries, and more.

Disadvantages include not having access to the meta tags on individual pages (bad for SEO), restrictions on the number of pages you can build, and not being able to get the look you want for a particular page.

Although having your own custom website is ideal, a storefront website can be very cost-effective and have you up and running very quickly.

Just be sure to take care to develop and write custom content carefully. Don’t rely on generic copy that could be used by any retailer. 

To do this effectively takes some time to plan and execute. You need to think: Who are my prospects? What are they like? What pain do they have that my company can solve?

Then think: How does my store uniquely solve their problems? What benefits will my prospect have if she chooses my store rather than my competitor’s?

When you write your custom web pages, be sure to include the answers to the above questions.

One other note, if you pay attention, you might even be able to figure out how to customize your title tag, which affects how you come up in Google search results. Hint: When your home page is open, read the title at the top of your browser window and then figure out where your storefront provider got that information.

Easy Web Tip #55: To get the best ROI from your storefront website, be sure to write custom content that shows off the unique strengths and benefits of your individual store.