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This is a headshot of Shauna Ramsaroop.

Infographic showing the brand triangle: price, quality and customer experience

 

As you continue to lay the foundation of your Unique Selling Proposition another thing to keep in mind is where you fall in the Brand Triangle. What is this unheard-of triangle you ask? Well, it’s what we use to start the conversation of how you define the most valuable selling point of your business, from there you’ll be able to clearly develop marketing tactics that accurately reach your target audience. 

 

When attempting to sell products and services most business owners make the following statements:

  1. We make the best product / created the best solution

  2. Not only is our product/service the best, it is also the best price on the market

  3. We provide the best customer service

This sounds familiar right? Majority of the time these three statements are made by business owners because they truly believe that they are the best at what they do or have. The main problem here is found in the term “majority”. If most people feel this way about what they are selling, this increases your competition in your go to market branding strategies. If everyone is saying the same thing how are we as consumers to decide?

 

This is where the brand triangle comes into play and works by helping you provide clarity to potential consumers as well as internal departments of your business. Up until this point you have likely positioned yourself in the middle of the triangle, in a sea of businesses that believe the exact same thing as you. The secret is to move yourself towards one of the three points of the triangle, which are:

  1. Price

  2. Quality

  3. Customer Experience

This practice can be quite daunting – deciding how you want your target audience to feel about your what you’re selling and understand your market position is a big step and shouldn’t be taken too lightly. Let’s dive into some examples of each position on the brand triangle, hopefully it will help you decide where your business should be!

 

Price

A great example of how a business markets on price being their main selling point is Walmart. If you’re choosing to compete on price, you’re telling everyone that it’s the price of your product/service that makes you great and is why your potential customers to choose you. Walmart has done a fantastic job building out their branding strategy to solely focus on price. For example, if you open a flyer or view commercials, order online via their website, the main advertisements are “Always low prices”, “So. Many. Rollbacks” etc. When choosing to shop at Walmart one is not concerned about the quality of their purchase or the customer experience that they are receiving. People know what they are getting – products for low prices, anything beyond that is a bonus and is normally acceptable by consumers because that is what they are expecting based on the messaging they have received.

 

Quality

If you’re choosing to brand your product based on its quality, you’re offering up information to your target audience solely on how good your product or service is. For example, Apple: can you remember the last time you saw an Apple product go on sale? It’s a rare occasion and when it does happen, the sale is generally a minimal dollar amount off. Apple has positioned themselves as a brand that sells quality products and consumers are willing to pay a high dollar amount for it. Their focus on using the best technology and materials for all product lines and accessories inform their consumers that the quality of their product is the best on the market. You’ll also note that customer experience is not something they brand themselves as having the best of. How often do you walk by an apple store and it’s packed to the max inside with lines out the door? This is because their consumers are willing to give up the customer experience aspect of it, their willing to put aside the hoops they must jump through to get their product, and it works!

 

Customer Experience

The final position that you can take on brand representation is experience, and this means that you’re there for your consumers. Let’s take a look at a store such as Home Depot as an example. There is an array of products available to you that range from different prices and quality. However, the one thing that sets home depot aside is their customer experience. When you visit a home depot in each department there is at least one individual to assist you, you can ask them questions about what you’re trying to do and they’ll guide you through the process, make recommendations and help you stock up with what you need. They’ll load your cart for you, rent vehicles to make your job easier and much more. You’ll notice that Home Depot and their employees pride themselves on being there to help their customers.

 


 

Once you determine where you fall on the brand triangle, it will help you define your Unique Selling Proposition, and build out your marketing plan. Take the time to identify where on the triangle is best suited for your business, products/services and your customers and start building out messaging. Once this has been completed, please note it is imperative that you stick with this brand, go all in and don’t divert from how you market yourself!

 

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This is a headshot of Shauna Ramsaroop.

Illustration of floating desktop computer with statistics and other things around it

 

I remember the first time I heard SEO I was thoroughly confused, what does it mean? How does it work? As I started my journey of attempting to make sense of Search Engine Optimization, I found myself utterly confused, mainly because I had very little knowledge of key terminology. I wish I had taken a moment to understand the vernacular used as it would have been a great help. That being said, we compiled a list of terminology for your review, when you’re having SEO discussions; I hope you will feel slightly more informed than I did.

 

Please also note, the key terms below and their corresponding descriptions were not created by myself - I wish I was that good! I have compiled this list using the following sources, check them out for more terminology!

 

MOZ - https://moz.com/beginners-guide-to-seo/seo-glossary

 

PATHFINDER SEO - https://pathfinderseo.com/guide/seo-glossary/

 

SearchEngine Journal - https://www.searchenginejournal.com/seo-101/seo-glossary-terms-definitions/#close

 


 

Crawling: The process by which search engines discover your web pages

De-indexed: a page or group of pages that are removed from Google’s index.

Indexing: The storing and organizing of content found during crawling

Intent: what users really want from the words they typed into a search bar

Organic: Earned placement in search results opposed to paid advertisements

Query: Words typed into a search bar.

Ranking: Ordering search results by relevance to the query

Search Engine: is a software program that is designed to carry out web searches

SERP: Is an acronym for “search engine results page” – what you see after a search

Traffic: when users visit your website

White Hat: Search engine optimization practices that comply with Google’s quality guidelines

Black Hat: Search engine optimization practices that violate Google’s quality guidelines

Bots: these are what scour the Internet to find content, a.k.a crawlers or spiders

Cache: a saved version of your web page

Cloaking: showing different content to search engines than you show to human visitors

Engagement: Data that represents how searchers interact with your site from search results

JavaScript: A programming language that adds dynamic elements to static web pages

Navigation: A list of links that help visitors navigate to other pages on your website

Sitemap: A list of URLs on your site that crawlers can use to discover and index our content

Alt text: Alternative text is the text in HTML code that describes the images on web pages

Anchor text: the text with which you link to pages

Header tags: An HTML element used to designate headings on your page

Image compression: Making image file sizes smaller without degrading the image’s quality resulting in a faster speed of page loading

SSL certificate: A “Secure Sockets Layer” used to encrypt data passed between the web server and browser of the searcher.

Click-Through Rate (CTR): The rate (expressed in a percentage) at which users click on an organic search result. This is calculated by dividing the total number of organic clicks by the total number of impressions then multiplying by 100.

CMS: Is an acronym for Content Management System. A web-based application that lets people create, upload and manage digital assets

Content: Words, images, videos, or sounds that convey information that is meant to be distributed to and consumed by an audience

CSS: Cascading Style Sheets describe how HTML elements (e.g., colour, fonts) should appear on webpages and adapt when viewed on different devices

Google Analytics: a free web analytics program that can be used to track audience behaviour, traffic acquisition sources, content performance and more

Keyword: A word, words, or phrase that an SEO professional or marketer targets for the purpose of matching and ranking for what users are searching for

Meta Tags: information that appears in the HTML source code of a webpage to describe its contents to search engines.

Responsive Website: A website designed to automatically adapt to a user’s screen size, whether it’s being viewed on a desktop or mobile device

Title Tag: An HTML meta tag that acts as the title of a webpage. This is typically the tag search engines use when displaying search listings. It should include strategic and relevant keywords for that specific page

User Experience (UX): The overall feeling users are left with after interacting with a brand, its online presence, and its product/services

Content is King: An often-used phrase which emphasizes the importance of content to search engine optimization. The search engines value content because it’s proof of your relevance and expertise

Mobile-First Indexing: In 2018, Google started crawling and indexing web pages based on the mobile versions of websites instead of the desktop version

 

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This is a headshot of Shauna Ramsaroop.

Illustration of a superhero brand character

 

Welcome back to our Marketing 101 series! In our last blog we discussed Buyer Personas, what they are, why they are important, how to use them, who benefits from them and we briefly touched on when you can use them. Once you’ve developed your Buyer Persona, the next step is to figure out how to intrigue them – we do this using the Unique Selling Proposition.

 

What is a Unique Selling Proposition?

Your Unique Selling Proposition is what you use to communicate to your target audience. Within this proposition, you will define what you’re selling and why it’s exclusive to your business. In other words: why choose you over another business?

 

What’s your problem?

The key to creating a succinct unique selling proposition is having a clear understanding of who your target audience is. Once you have created your buyer personas, you should be capable of understanding what they want and build a narrative that identifies the problems you’re solving for them. During this process, you should always keep in mind what the specific buying behaviours are of your target market. Using this knowledge will allow you to develop a statement that will persuade a buyer to choose you.

 

What’s in it for them?

Aside from buying behaviours, another piece of the proposition puzzle that should be identified are the benefits. Yes, you have a great product and here are the reasons why your customer should choose you over a competitor. What is it that you offer that sets you aside? Is it customer support? Low prices? Do you have a quicker turnaround time, are you more flexible? Are your products and services versatile? Take a step back and stack yourself up against the competition and clearly define what the customer has to gain by choosing you.

 

Take an oath.

Now that you’ve identified the problem, explained how you’re going to solve it, presented the benefits of choosing your company the final bit of information that you should relay to your potential customers is your commitment to them. Taking ownership and an oath to ensure their satisfaction is crucial. It provides your customer with ease of mind knowing you’re invested in their success.

 

Break it down!

At this point in the process you’ve likely created a paragraph worth of words and this is where things get tricky. For the unique selling proposition to be effective, you’ll need to rework it down to 1-2 sentences. Why? The proposition is meant to act like an “elevator speech” it should be used constantly throughout your marketing campaign. Having a short and concise message allows you to portray your proposition clearly and effectively for potential customers to easily digest.

 

Here are some great examples of unique selling propositions:

 

FedEx Corporation
When it absolutely, positively has to be there overnight.

 

Mars, Incorporated
The milk chocolate melts in your mouth, not in your hand.

 

De Beers
A diamond is forever.

 

Ben & Jerry’s
We make the best possible ice cream in the best possible way.

 

Page Eleven Paper Goods
This is not your ordinary datebook.

 

Show it off

Now that you’ve created your unique selling proposition it is imperative that you make use of it anywhere and everywhere. This statement is your brand, it defines your business, your products and services and it is what customers should think of when they hear your business name. From inception during sales, on your website, social media, marketing campaigns etc. you proposition should be front and centre, and why shouldn’t it? You’ve invested blood, sweat and tears (hopefully not too much) creating representation of you and your business – wear it proud!

 

How do we fit in?

When creating your website with REM Web Solutions, our designers will ensure that your unique selling proposition is displayed perfectly on your website. We will also do our very best to illustrate your proposition through the design, by choosing reflective colours, images and much more. Our development team promises to build a site that will reiterate your proposition to your potential customers as they navigate information that is presented to them. Our customer success/support team will tag along throughout your journey with REM helping you apply best practices on how to convey your USP using our standard modules.

 


 

At the end of the day, I’d like to think our Unique Selling Proposition is “Customer Success Comes First” it’s the phrase that makes us who we are and collectively, every day, we are working towards customer satisfaction. If you need some help building out your marketing plan, feel free to contact us and we can help point you in the right direction!

 

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This is a headshot of Shauna Ramsaroop.

Illustration of a woman in front of a large computer screen with online shopping

 

When creating your marketing plan, or any plan for your business, the first question typically asked is “What/Who is your target market?” At a glance it seems like an answer that is quite easily cultivated based on the product or services that you’re selling however it is one of the most critical elements to your business. Buyer personas are developed by building a clearly defined picture of your customer based on their background, demographic, behavioural tendencies, needs and interests. The creation of buyer personas is crucial for the success of your business and we’re here to help break it down for you.

 

This seems like a lot of work! Is it worth it?

Drafting your buyer personas is lot of work, but the return on investment is truly worth your time and effort. Here are just a few examples of how a clearly defined buyer persona is beneficial to your business’ key departments.

 

Sales/Customer Success

Sharing buyer personas with your sales team not only educates them on their target market for lead generation, it gives them leverage to steer their conversations with potential buyers throughout their sales cycle. Understanding who they are speaking with allows them to start building a relationship of trust and comfort with a potential customer. This also holds true when it comes to customer retention, when customer success teams are tasked at renewing contracts having a separate buyer persona for existing customers can be extremely beneficial when crafting communication to solidify extended business contracts.

 

Product/Service Development

Pivot! Pivot! Sorry I couldn’t resist the Ross Gellar reference. More often than not a clear buyer persona leads to revising your product or service offerings, historically this practice was more relevant to start-ups when entering their market for the first time. With the onset of Covid-19 and the continuous rise of technological advancements there are far more barriers of entry that business owners face nowadays. Your buyer personas arm your product/service development teams with a tool that allows them to re-evaluate what you’re selling and make necessary modifications to increase customer satisfaction and sales.

 

Marketing

If it’s anyone that is going to benefit from a clear and thoughtfully articulated buyer persona, it’s going to be your marketing team. Knowing who your customer is, their interests, buying habits, where they are in the world, what they enjoy in life allows your marketing team to craft communication to potential and existing customers strategically. Whether it is building content for your website, creating posts on social media or expanding promotional offers to generate interest – the buyer personas become the foundation for your marketing efforts.

 

I’m in! Now What?

Research… research… and more research. The best way to start building out your buyer personas is to conduct research on individuals or companies that you would classify as being potential customers based on your product/service offerings. These are some great starting points.

 

Customer Interviews

If you have them, use them. Existing customers are a great source of knowledge, and typically are more than happy to chat with you about your products/services. Not only are you giving them an opportunity to provide feedback, but you’re also spending the time with them and building your relationship. Existing customers can provide you with insights on your offerings that you may not cross your mind, especially if you don’t use them on a daily basis yourself.

 

Sales Team

Talk to your sales team, they are on the frontline of the battlefield and are well positioned to provide you with a wealth of knowledge on buyers. They are networking, listening for queues and taking in what customers are looking for. Have a monthly touch base with your sales team to stay on top of trending consumer behaviour, competitive advantages that you can capitalize on. Your sales team is a great resource aside from business development.

 

Scavenge for Data

There is an abundant number of online resources available to you for consumer data. Depending on your market, https://www.statista.com/ is a good resource. Also don’t forget to research your competitors, knowing how they position themselves and define their buyer personas can lead to competitive advantage recognition for your company.

 


 

Now that you know what a Buyer Persona is, give it try! Take some time building one out, use your team for reference and ideas, and do your research. There is a plethora of online templates that you can choose from to help get you started.'

 

If you would like to know more feel free to reach out to our support team at support@remwebsolutions.com and we’ll get you in touch with someone who can educate you on the services that we offer to help boost your marketing efforts as well as share information on how WebWiz@rd can be used to better reach and attract potential buyers.

 

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This is a headshot of Shauna Ramsaroop.

Woman using a computer in a home office

 

2021 is a new year with new rules and unfortunately some of the rules aren’t helping our businesses. With COVID-19 still looming among us a lot of companies have been forced to adapt to a new normal such as online ordering, curbside pickup, virtual meetings, webinars, events and so much more. In our region we have lost many small/medium size businesses in 2020 and there are plenty continuing to struggle.

 

Our goal is to do our best to help you persevere. Having a well designed and developed website could be the key to helping you through the surge of online interactions. REM Web Solutions may be able to help you out, with tools such as our newsletter and blog modules you can reach your clientele keeping them informed of product/service offerings, discounts and things happening/changing in your business.

 

In addition to communicating, our media collections help highlight your work, the product and eCommerce modules allow you to showcase and/or sell online. If you’re not selling products you can make use of our events module that allow your clients to register and pay for online seminars, classes etc.

 

As your business adapts, we’re here to support you through the changes. If we don’t have an REM standard solution for you, our team of designers and developers are equipped to build custom functionality to help you achieve your business needs.

 

If you have any questions about how we can help feel free to reach out; we’re a chatty bunch and would love to hear from you!

 

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This is a headshot of Shauna Ramsaroop.

Laptop, tablet and phone on a table showing REM's home page.

 

A great home page layout makes the web page more interesting to look at because the viewer’s eyes will want to dance around in the page. It’s definitely easy to get lost on a home page and we want your viewers to enjoy the experience.

 

Just Breathe

People underestimate how important it is to give your layout white-space. By giving your users/viewers time to digest each section while clearly separating them at the same time, allows them to really take it all in; here are some tips to keep in mind:

  • White-space emphasizes how impressive a photo is and gives it intrigue.
  • Use the right amount of white-space:
    • Too much: the user will have to scroll through or “get stuck at” empty space.
    • Too little: the user might start feeling claustrophobic if things are squished together.
  • Our website as an example, the Home Banner:
    • On the left-side is a big photo that showcases one of our clients’ website on a laptop, smartphone and tablet. There’s a good amount of space between it and REM’s logo. Never over-crowd logos, they need space all around!
    • Notice how the white space makes it really easy to read the headline, which is the 1st heading.

 

Layouts

Make your layouts dynamic, symmetrical and appropriately proportional. This will show that you as a company are structured, organized and thoughtful. Your layout will determine the home page’s information hierarchy. Here are some ways to accomplish this:

  • Vary your layout throughout; use columns to put multiple items in a row.
  • Use a grid. In our website’s case (and in most of our clients’ website’s case), the grid is based on 12 columns. Notice how we use 3 columns in some areas such as the buttons below the banner, the featured portfolio and the blog teaser.
  • Maximize the use of your browser’s/device’s screen size, while still having proper white-space. Using our website as the example, notice how the angled grey background, large photos and Google Map take up the full width of the browser.

 

Headings

We often talk about headings, especially when it comes to having AODA compliant websites. On the home page, it keeps your viewers engaged and when sized correctly the end result is a sequential experience that your viewers will subtly perceive. Some things to keep in mind:

  • Heading 1: biggest, stands out and as I’ve mentioned, the very first thing at the top that clearly states what we provide: web design and development. Important and useful for SEO.
  • Use the correct sequence for SEO and AODA purposes (For more information, read this blog post about “AODA – Colour Contrast and Headings”)
  • Headings in a home page are very useful for separating sections.

 

For our website, the headings start off the following areas:

  • “We Provide Web Design & Development” introduces the website and attracts, using big imagery.
  • “We build exceptional websites…” some vital text for SEO and to give users more of an idea of who we are, who we serve and what we do.
  • “Some of our Featured Work” with highlighted projects.
  • “Blog” teasers of our blog posts.

 

As you can see in our three-part series there is a lot that goes into designing your home page – it’s the most important page and we truly want to make sure that we support you and guide you through the process. It is a lot to stay on top of, and our designers are here to help organize and guide you through the process.

 

We want you to succeed; we sincerely love it when you do! So, if you’re looking to change up your existing website or looking to design a new one, feel free to reach out to us! We’re here to help.

 

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This is a headshot of Shauna Ramsaroop.

Mockup of tablet and smartphone showing off REM's home page

 

Now that we have gone over the foundational aspects of a home page, we can dabble a bit into Branding. Your lead Graphic Designer will help you establish the overall look and feel during the design process. It’s the most fun part in my opinion because this is where you truly get to express who you are through emotions that your viewers feel when they view your home page! When we talk about look and feel we are referring to the colours and fonts – one key thing to remember is consistency.

 

Colour Us Simple

Using our website as the example, our primary colours are orange and dark grey. There are shades of much lighter grey throughout to complement the imagery and the primary colours. Notice that orange is used sparingly as it’s a very strong, prominent colour which naturally draws the eye. Hence, it’s only used for important elements such as action buttons that we really want users to click on and to highlight certain headings. The colours are not only on-point with branding, but they’re also AODA compliant.

 

It Feels Like Home

“Feel” aka overall tone is something you do not want to miss when it comes to your home page. It’s important to think about what you are trying to convey. Is your company approachable, friendly, laid-back, corporate, luxurious, natural, etc.? As our website as the example, we convey that:

  • We’re technologically savvy by showing current devices (laptop, smartphone, tablet, monitor). And our website is responsive and looks great on every browser/device.
  • We’re fresh and creative using modern fonts, angled backgrounds and shapes. Our creativity is also shown in the work we’ve done for our clients.
  • We’re reputable; our portfolio shows we’ve worked with well-known companies.

 

Although it sounds quite simple, determining the look and feel for your website and home page is a lot harder than it sounds. Our designers are here to help guide you through the process. As we build our relationship with you throughout the process, we’ll be sure to nail it down.

 

If you’re thinking it may be time for a refresh let us know; we would be happy to give you some ideas!

 

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This is a headshot of Shauna Ramsaroop.

Mockup of a desktop and laptop computers showing REM's home page.

 

Now that you’re part of our REM Team and as you navigate the process, we figured we’d put together a little guide to help you and your designer create a great website together. Over the next few posts, we’ll walk you through things to keep in mind while collaborating with your designer – also useful when updating any content on your own.

 

Purpose

It’s easy to forget when designing your home page to think about what the intent is of your home page. The key word that comes to my mind is engagement. We want to attract the user/viewer to dig deeper into your website. Your home page should ignite excitement and curiosity so that your audience feels encouraged to read and investigate further in regards to who and what your company represents and what services and/or products you offer.

 

Show Off a Little

Your home page is also the spot to impress your potential and current customers, you’ve done incredible work, you have fantastic products so provide some teasers that captivate customers (even existing ones). You’ll notice on the REM Web Solutions home page, we have a “Featured Work” section and this allows us to not only showcase our talent, but help our customers build a vision of what they can get!

 

Manage Expectations

Now that you have provided some teasers of work or products that you carry, you have already established what your customers or potential customers can expect from you. They should know exactly what you do or what you sell right away – even if they have not visited any other page. This is a great way to highlight your professionalism as a business that offers impeccable services or high-quality products as well as provide potential customers with insight on what they can expect while conducting business with you.

 

“All Aboard!”

Your home page should always have key “call-to-actions”; think buttons and callout sections that get your users to go to internal pages and encourage them to do something like contact you (email, phone, visit your office/store, etc.) You want them to browse and learn more about your services or products and book time with you. Your home page is a great way to summarize what you do and help promote further engagement into your website.

 

If you’re still unsure about how to do this, talk to your lead designer or give us a call!

 

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Person using a laptop and notebook

 

Something I often see from websites as they go through the process of creation and then maintenance is that content often ends up stagnant or untouched for a long time after initial release.

 

Often there isn’t a reason seen by the owner to go back and make updates to certain pages as maybe the information never changes or the content is buried fairly deep in the website. Even for constant or more hidden pages such as these, not only do individuals notice when nothing changes after a while but so do the search engines such as Google.

 

Check Your Content Regularly

It can instead be a good idea to regularly go through your pages and make updates, even just for the sake of bringing an update to the page visually. People will take notice, and arguably more importantly, so will the search engines. It sends an indicator to them that your business is active, and this gives you a sort of priority over businesses deemed to be inactive due to either lack of updates or poor availability of information.

 

Update Some Visuals

There are easy ways to look at this – for example if you decide to make a striking visual change to a webpage, it will be considerably easier and less time consuming for you it mimic these updates on the rest of your pages, rather than trying to reinvent the wheel on a page by page basis. Consistency between your pages in terms of content design also helps give the website a much more professional appearance.

 

You can get creative with this too!

Make many different versions of a page and see what you might like best. You can even have special versions you put up for holidays or special sales to draw a little more attention and to really give the appearance of having an active web presence.

 

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This is a headshot of Brad Anderson.

Man browsing a website using a tablet

 

Unless you have been living under several rocks or perhaps a boulder, you are no doubt aware that the world is rapidly changing and we are all adapting to keeping a little more distance socially from each other. While this will no doubt cause massive lifestyle changes for many, it foreshadows the importance of web-driven business and shows that if you can adapt your business to exist in an online environment, it can weather storms such as COVID-19.

 

Sell Products and Offer Services Online

With storefronts closing, depending on your business you may be looking for a way to sell your product or service without needing individuals to visit the store. An eCommerce platform is an option for you if this is the case, and you can use this for both product and service. With a product, it tends to be fairly simple, while with a service you will also need to consider online scheduling services.

 

If you are selling a product, you can take all your products and pricing get them online and set up with a shipping provider to start selling things right away. The real beauty of the online storefront is that it offers no geographical restrictions. Where you may have previously been restricted to your city or surrounding area, the world is now your oyster.

 

If you are offering a service, you can list your prices and services out, and offer online booking through the website. This can take the burden of keeping your own schedule off your shoulders, as now your clients will book themselves into your available timeslots and you can always check what is on the agenda at any time. This can be a freedom that many do not think about before making the jump to eCommerce.

 

Here at REM, we can absolutely assist you with your eCommerce needs. Reach out to us today and we can help get you going!

 

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