Equipment: Three Businesses in One
Equipment isn’t just something dive stores sell; it’s something they rent and service as well. If nothing else, your website should convey that you do all three. Effective dive store websites devote at least one page to each of these activities. Here is what our sample website does:
Equipment Sales: The Equipment Sales page begins by stressing that the store is an authorized dealer for every brand it sells, and can offer factory-supported service and full warranty protection. Additionally:
- The page lists all the brands carried.
- It informs visitors of the savings they can achieve by purchasing complete equipment packages.
- A separate article warns of the perils of purchasing from non-authorized “dealers.”
You almost certainly have neither the time or space to describe every item you sell. Nevertheless, the sample website has what we call the Top Picks page — ostensibly the staff’s personal recommendations for the best in masks, snorkels, fins, wetsuits, BCs, regulators and dive computers. See example.
Each paragraph on this page links to a separate page on each equipment item. Not only is this a good sales tool, it can be used in staff training to help ensure that all employees are on the same page when it comes to equipment recommendations.
Equipment Rental: The rental page starts by discussing the circumstances under which it might make more sense to rent than buy. It talks about the quality of the store’s rental equipment and lists prices and policies. See example
Equipment Service: On this page, visitors read about the store’s extensive service department, the brands serviced and service policies. Perhaps most important is the link to a separate page that discusses the need for regular, professional service (something of which far too many divers are woefully unaware).
::: TOP ::: SUBSCRIBE ::: CONTACT US ::: ABOUT US :::
