Contractors Excellence Magazine Article Featuring: "AAA Indoor Air Quality"
The best of the best: AAA Indoor Air Quality.
Competition as Motivator
AAA Indoor Air Quality's first website went live in 2001. Buck Sheppard, commercial/IAQ manager, related that the company had found a designer in the Yellow Pages. "It was abysmal," he admitted, and they were "also rans" in last year's ACCA competition. Said Sheppard, "We vowed that wasn't going to happen again!"
They fired the first design firm and started from square one, this time with Kelly Burbank of Northwest Web Construction Company in Portland. "He's been a godsend to us," Sheppard said.
The site is extremely successful. AAA uses a web monitoring service that tracks overall traffic on the site (an impressive 15,000-18,000 "hits" a month) and the length of stay at each page, a refinement that allows Sheppard to fine tune the site as needed.
Sheppard thinks there are two primary reasons for the site's popularity. First, it's loaded with good information that's easy to get to. The navigation bar on the left is clear - consumers don't have to guess what to click on.
Second, consumers control communication with the company. The "contact us" form takes less than a minute to fill out, and customers can make an appointment or just ask for more information. Sheppard checks the resulting e-mails every morning and forwards them to the appropriate sales or service manager for follow up - at the customer's convenience.
"We can't think of a better, more cost-effective way to market than through the Internet," Sheppard said. "We consider it one of the wisest uses of our marketing dollars."