I’ve discovered something interesting about commercial printers’ web sites: often it’s their page of Sample Products, AKA “Gallery,” that is most important.

Here’s why.

If the site copy elsewhere doesn’t make it clear to visitors what you’re really good at, and what types of printing you do, the Gallery Page can tell the story better than any words. And much faster.

This happens frequently. I land on a site and can’t tell what the company’s sweet spot is. Then I move to the Gallery page and think, Oh……NOW I get what they’re about.

I like seeing a variety of products on this page, plus a short description of each image (Chalkboard Printing, Floor Graphics, Posters, Catalogs, Variable Data, etc.). It gives me a good sense of the breadth of your offerings.

Based on this one page, I might decide if you’re a good fit for my business or not.

My hunch is that corporate and agency print customers (including marketers and purchasing pros) will do the same thing – zip on over to your product sample page and decide on the spot if a printer’s a good fit.

So when words fail you, good images won’t.