I’m James, the Site Admin here at Lawson. I also do some product videos here and there. Hope you’re doing well.
One of the things I do at work, other than improving your online ordering experience, is finding and following your companies on social media. Every day I take time to look up folks I haven’t followed and follow them, as Lawson, on as many platforms as I can. I also check out the associated websites. So that’s me looking up your company’s website, Facebook, Instagram, X (Twitter), Youtube, and sometimes TikTok.
After weeks of visiting thousands of websites and social media profiles, I’ve noticed a recurring theme: Too many sites have significant but easily fixable issues. These common mistakes are keeping your website and social media from helping your business grow.
Your online presence plays a crucial role in how professional your business appears. Even if you operate out of a garage or basement, a well-designed website with a polished logo and clear contact information allows you to control how your business is perceived. On the flip side, a messy website or an inactive Facebook page can make your shop seem unprofessional—or even out of business!
Before we get into the common mistakes, let’s cover the basics of what a web presence should be.
Website Basics
The primary purpose of your print shop’s website is to encourage customers to place an order. Period. Anything that makes it harder for them to do so should be improved or removed.
At a minimum, your website should include:
- Business Name
- Logo
- Phone Number
- Email Address
- Physical Address
To further enhance your site, consider adding:
- An About Us page to share your story.
- A Contact Us page for easy inquiries.
- A Portfolio page to showcase your best work.
- A Customer Reviews page to build trust.
- Links to your Social Media accounts.
Now let’s dive into the mistakes I see on so many sites. To make sure your website and social media are working for you, not against you, here are some practical tips.
1. Get a Website for Your Shop!
If you’re new to website creation, start simple. Services like Carrd.co (not affiliated) offer a one-page website with your own domain (e.g., www.yourshop.com) for just $20/year. This is a great option to direct customers to your business and social media.
For those with basic technical skills, a WordPress site might be ideal. Hosting providers like A2 Hosting (not affiliated) offer low-cost WordPress hosting. WordPress allows for custom themes and additional pages, such as About Us, Contact, and Portfolio, giving you full control over your site’s look and functionality.
If you’re willing to invest a bit more, consider platforms like Wix or Squarespace (again, not affiliated). Both are beginner-friendly and provide step-by-step guidance to build a professional website effortlessly.
If a website isn’t feasible due to time or budget constraints, a Facebook Page can work as a replacement. Be sure to set up a Page—not a Profile, as Pages are designed for businesses. Using a domain registrar like NameSilo.com (not affiliated), you can register a custom domain (www.yourbiz.com) and direct it to your Facebook Page. This setup looks professional on business cards and gives customers an easy way to find you.
No matter which option you choose, a clean, functional online presence can make all the difference in how customers perceive and connect with your business.
2. Make Sure Your Screen Printing Business is Listed on Google Maps
Is your business listed on Google Maps? Check by going to maps.google.com and searching for your business. If it appears, you’re good to go. If not, simply enter your address and click 'Add a missing place' to add it. Your customers need to be able to find your location via GPS, and being listed on Google Maps also helps you accumulate valuable Google Reviews.
3. Ensure Your Site Is Secure
One of the most common issues I’ve seen is websites triggering security warnings in browsers like Google Chrome, such as: “This site doesn’t support a secure connection.” This happens when your site uses http:// instead of https://, meaning it doesn’t have an SSL (Secure Sockets Layer) certificate.
An SSL certificate encrypts data exchanged between your website and its users, protecting both you and your customers. It’s essential for safeguarding sensitive information, like credit card or personal details, and is non-negotiable if your site collects customer data. Beyond security, having SSL also boosts your website’s SEO, improving its visibility in search rankings.
If your site hasn’t made the switch, it’s time to upgrade. Most web hosting providers offer SSL certificates for free, and their customer service teams can help you set it up. There’s no excuse to go without it.
A website without SSL doesn’t just trigger warnings—it also erodes trust. Customers are likely to abandon your site if they see it’s not secure, fearing their information is at risk. Ensuring your site is secure is not just a best practice; it’s a fundamental step toward professionalism and customer confidence.
4. Visit Your Own Website
Take the time to review your website on different devices and browsers—on your phone, at home, and even in different locations. Just because it looks great on your computer doesn’t mean it displays correctly for everyone else.
Many of the sites I’ve come across had issues like missing graphics, broken links, or layouts that appeared completely off from what was intended. These errors can happen for a variety of reasons, such as compatibility issues or outdated code.
A poorly functioning website sends the wrong message to your customers. It suggests a lack of attention to detail and gives the impression that you don’t prioritize quality. Make it a habit to regularly check your site, test its functionality, and ensure it provides a seamless experience for all users.
5. Don’t Promote an Unfinished Site
If you own a domain but don’t have a functional website, don’t promote it! Never advertise a website that’s “under construction” or incomplete—it does more harm than good.
For example, I came across a business featured in a well-written local news article. The article included a link to their website, but it mentioned that the site was under construction. When I clicked the link—two years later—the website was still non-functional.
Promoting a useless or incomplete link not only wastes a valuable opportunity to engage potential customers but also leaves a negative impression. It can make your business seem disorganized or unreliable, sending the message that you lack follow-through and attention to detail.
Always ensure your website is live, polished, and functional before sharing it with your audience. If it’s not ready, hold off on promotion and focus on building a completed, professional online presence.
6. Check Your Branding Across Social Media
Consistency is key when it comes to your branding. Many of the sites I visited had mismatched logos across their online platforms. For instance, the website might display a sleek, professional logo at the top, but the Facebook page uses a completely different design. This inconsistency can confuse your audience and make them question whether they’re on the right page. Have you updated your logo recently? Great! Make sure to update it everywhere!
Ensure that your logos and profile pictures match across all platforms. This unified branding helps customers easily recognize your business wherever they find you. For this reason, square or round-shaped logos are ideal—they’re versatile and work seamlessly on websites, business cards, T-shirts, and social media profiles.
When customers don’t see consistent branding, they may hesitate to follow you or engage with your business online. A strong, cohesive brand presence builds trust and makes your business appear more professional and reliable. Take the time to align your branding across all platforms for maximum impact.
7. Feature Your Phone Number and Email
One of the most frustrating experiences for customers is having to hunt for your contact information. Your phone number and email address should be easy to find—no digging required. At a minimum, include this information on your Contact Us page and in the footer of your website. For maximum visibility, consider placing it in the header as well.
While many businesses now prefer webforms to collect inquiries, hiding your email address entirely can backfire. Forms can feel impersonal and inconvenient to some customers, especially when they just want a quick way to reach you. To strike a balance, include your email address above the webform and let the customer decide how they want to contact you.
Remember, when you send proofs or follow-ups, you’ll be emailing your customers anyway. Making your email address accessible from the start builds trust and simplifies communication. If customers can’t easily find your contact information, they’re less likely to reach out—costing you business. Make it easy, clear, and customer-friendly!
8. Add Social Media Links to Your Site and Make Sure They Work
Including social media links on your website is a great way to showcase your prints and engage with customers. Add clear, easily recognizable icons for platforms like Facebook and Instagram. If you’re active on Twitter, YouTube or TikTok, consider including those links as well.
However, simply adding icons isn’t enough—double-check that the links actually work. So many sites have social media links that are broken, or lead to inactive accounts, or are pointed to suspended profiles. This can create a negative impression, making customers think the business is inactive or, worse, involved in something inappropriate online.
One site I visited had icons, but they were set up incorrectly. Instead of directing visitors to the business’s social media profiles, the links prompted customers to share the website on their own social media profiles. This isn’t something any customers will ever do and doesn’t align with the typical purpose of these icons. Customers expect social media icons to take them directly to your profiles, not to perform unexpected actions.
Take the time to verify your links and ensure they lead to active, well-maintained profiles. A clean, professional online presence builds trust and encourages customers to connect with you on multiple platforms.
9. Launch Offsite Links in a New Tab
When adding social media icons or any offsite links to your website, ensure they open in a new tab. This is crucial for keeping visitors on your site. If someone clicks a link that takes them away from your page, they may forget to return. By opening links in a new tab, visitors can easily close the tab and pick up right where they left off on your site.
To set this up, simply add target="_blank" to your HTML links.
For example: <a href="linktotwitter.com" target="_blank"><img src="facebookicon.jpg"></a>
Opening offsite links in a new tab prevents customers from inadvertently leaving your site, ensuring they stay engaged and can easily navigate back to your page.
10. Set a Favicon
A favicon is the small graphic that appears in a browser tab when someone visits your website. While many sites I visited had one, several were missing it. If you go to your website and see a generic globe or icon that doesn’t represent your brand, it’s time to add a favicon.
If you're using a content management system (CMS) like WordPress, Wix, or Squarespace, simply Google how to add a favicon. It usually involves resizing your logo to either 16x16px or 32x32px and uploading it via the platform's settings page. For self-hosted sites, you may need to reach out to your web host or the person who built your site for assistance.
While a favicon may seem like a small detail, it adds a layer of professionalism and polish to your site. Customers who see a favicon are more likely to save your site in their bookmarks and return easily when they spot your icon. It’s a small but effective way to enhance your brand recognition and improve user experience.
11. Use Your Social Media Properly
Most screen printing shops use Facebook and Instagram because they’re great for sharing announcements and showcasing your best prints. But it’s essential to keep these profiles up-to-date.
Here’s a quick tip: If you’re not going to regularly update your social media, don’t create a profile at all. It’s better not to have an account than to let one sit idle for years. I came across many Facebook pages and Instagram profiles that hadn’t been updated in ages. This sends a message to customers that you might have closed your business.
You don’t need to post daily, or even weekly. Just make sure to update your social media at least once a month. Ideas for posts include celebrating employee birthdays, sharing work anniversaries, featuring photos or short videos of your latest prints, announcing sales, or highlighting customer reviews. Literally anything is better than letting your social media become stagnant.
As we’ve discussed, your profile picture should always be the same across all platforms—reflecting the most current version of your logo. It’s also important to review and update your social media profiles (especially on Facebook) to ensure your phone number, email, and website links are accurate. When customers see a well-maintained profile, they know your business is active and ready to engage.
12. Fix Your Facebook Domain
When you first create a Facebook page, it assigns a random string of letters and numbers to your URL (e.g., https://www.facebook.com/profile.php?id=1234567891011). This default link is not only hard to remember but also unprofessional.
Luckily, you can customize your Facebook URL to match your business name, and you absolutely should! A custom URL makes it easier for customers to find you and helps reinforce your brand. Here's a Facebook help page on how to change your Page username. Once updated, your URL will look much cleaner and more professional (e.g., https://www.facebook.com/YourBusinessName).
A custom Facebook URL looks far more polished when printed on your business card and shared with potential customers. It’s a simple change that improves your brand’s credibility and makes your business easier to find online.
13. Get Those Google Reviews
Google Reviews is one of the most trusted resources for potential customers to decide whether to do business with you. Positive reviews help build your reputation, so encourage satisfied customers to leave one.
A great way to make it easy for customers is by turning your Google Review link into a QR code (you can create one for free using Adobe's QR code generator). Print this QR code with a review request and include it in every box of shirts that leaves your shop, place it on your checkout counter, or stick it on your door.
Providing a great customer experience is the first step. When customers are asked for feedback, they’re more likely to leave a review. If you don’t ask, you risk only receiving reviews from unhappy customers. Consistently requesting reviews will keep your business’s reputation positive and growing.
Conclusion
Not everyone has the time or resources to create a website or manage social media, and that’s okay. But when used correctly, these platforms are essentially free advertising. In the past, businesses relied on the Yellow Pages to get noticed, but today, customers turn to Google to find what they need. If your business doesn’t show up online, or if your contact info is hard to find, you lose that customer.
It doesn’t have to be that way! By following the advice shared in this post, you can eliminate the online barriers that prevent customers from submitting orders and engaging with your business.
If you have any questions, feel free to reach out. While we can’t provide technical support, I’m James, and I’m happy to chat with you and offer tips on how to improve your online presence and enhance your corner of the internet.
