No matter how big social media tools are getting (and believe me, they are), a printer's web site is still an important marketing and educational tool for prospects. Despite online communities like blogs, Twitter and LinkedIn, where your customers and prospects are talking about you, you need a decent web site - just like the rest of us.

Competition for commercial printers is so fierce, and the shrinking of print as a marketing medium is so scary, that your web site is more important than ever. I know that it's the first place I head on the Internet when checking out a printing company. I Google you.

I'm not here to spend your money on bells and whistles. I just want to make 17 suggestions about what information should be on your site, from the eyes of a prospective print customer.

Here they are, in no particular order:

1. A fast-loading home page.

   I am not a fan of seeing "skip to enter," because it just means something animated is covering the "goods." Skip the sizzle; bring on the steak.

2. A clear, from-the-get-go, unique positioning statement.

   Please differentiate yourself. We're still on the home page.

3. Personality.

   Isn't it nicer to do business with a company that stands out because of its people, mission, corporate philosophy, or even a mascot? Show us who you really are. A little humor never hurt anyone, either.

4. Fat-free content.

   Keep it clean and lean, and please lose the jargon. Visitors scan a site; this isn't a novel they're reading.

5. Services spelled out clearly.

   Just what is it that you can do for me? Why should I choose you, and how will my firm benefit?

6. Easy-to-find contact information.

   Don't make me hunt for where you are and who to contact. Include names and titles. Photos are a plus. Emails and phone numbers, too, please.

7. Something educational.

   You can't have too much how-to content for print customers and designers. Target it to your services.

8. Customer newsletter.

   Plus a link to receive it electronically. This assumes you produce one. (Topic for another Print Tip.)

9. Equipment list.

   Please don't simply reproduce a make-and-model laundry list. It's important, but can you also explain in plain English what products are a good fit for your equipment? Experienced buyers can interpret The List; new buyers and designers will not have a clue.

10. Awards you have won.

    Let your light shine.

11. News.

    Is your CEO speaking at an upcoming trade event? Have you just installed another digital press? Did your company participate in a community event? Did you hire a new CSR?

12. Certifications.

    Are you G7 certified? Are you a Green printer who's FSC certified? Start spreading the news.

13. Feedback or ask-a-question form.

    Just in case a site visitor has a burning issue. Keep it simple.

14. FTP functionality.

    A given.

15. Links to your blogs, etc.

    If your company maintains a business blog that will help your market, include a link on the home page. Ditto your Twitter account. This is for business, though, not personal rants.

16. Good driving directions.

    It still amazes me when sites drop the ball on this.

17. A little history.

    Sometimes I want to know how long a firm has been around. It certainly adds to your credibility. Printing is, after all, a massive industry made up of small businesses. Every one has its own story.

I also like seeing printers' sites that are "with it" and contemporary in feel and design - not fusty (I always wanted to work that word in.) These ideas are just the basics. Your site need not be long and complicated. With so much competition these days, make the most of your online presence, starting with your web site.

Print buyers, feel free to use our Comments section to share links of printers' sites you really like - and why.