Using the Internet is easy. Often times, it can be easier to browse the Web looking for information than to pick up a phone and wait on hold to speak to a real person. Whether looking for driving directions, or shopping for merchandise, the Internet is increasingly adept at getting the consumer information he or she needs.

As helpful as the Internet is, sometimes even a simple search can present complications. I use the Internet every day to find information on rental products, manufacturers and rental companies. Here are some tips to improve any site.

First of all, it helps to have a Web site. Consumers like to know their options when making purchasing decisions, so it helps to be able to find company locations and offerings before getting out of the house. Sure, a potential customer can make a phone call to find out the information, but with a Web site, he can do it at his convenience — be it at 8 p.m. or 3 a.m., when a rental center is not likely to be taking calls. The site doesn't have to be fancy. Basic information is often all the customer needs.

Back to the basics

Make sure the company name is clear and stands out on the page. Those searching for the company should know within seconds that they landed on the right page. The site should also be easy to navigate. Navigation buttons typically appear in the left column, or at the top or bottom of the page. Make sure it's clear where each click will take the user.

Contact information is a key element to include on the site. It's surprising how often this is excluded. Always include a company name, address, phone number, fax and e-mail address on a Web site. If this information is included anywhere other than under the “Contacts” button, make sure it's included under “Contacts” as well. Some companies put their address and phone number on every page so it's always accessible, but some tuck it away in a corner. A potential customer shouldn't have to click every button to find this information — make it as easy to find as possible. One recently visited site included a phone number, but it required lengthy scrolling to find it down in the middle of a blank page. To a casual visitor, it may appear to be missing.

It has become common for companies to have a fill-in-the-blank contact form on their Web sites. However, this shouldn't be the only method potential customers have for contacting a company. It's often not clear who will receive the inquiry or when a response will be given, so it's best to have alternatives for those who would like to make an immediate phone call. On occasion, contacts pages include actual people — their names, titles and e-mail and phone numbers. This adds to the accessibility of a company and invites people to contact exactly whom they need. It also says to the customer “We want to hear from you” rather than “We don't want to be bothered with your inquiry.”

Get up to date

Click through your Web site every now and then to make sure all information is current. This includes contact information, staff and product offerings. Don't talk about the new millennium and what's “New in 2000” if it's January 2005. Time for an update! Make sure links are still working and are linking to up-to-date sites. If a rental company's site links to an equipment manufacturer's site that has since changed its Web address, the link needs to be updated as well.

If possible, avoid links to pages that are “Under Construction.” If a page isn't ready to view, simply don't publish it.

Extra credit

Bonus features to include on a rental Web site could include listings of available products, photos of rental equipment, rental rates and terms and conditions of rental. This allows a customer to see for himself what is available and the cost. Maps and driving directions are also helpful to a potential customer, as well as e-mail reservations, and customer survey and comment forms. Remember, a site doesn't have to have interactive graphics and lots of bells and whistles to be helpful.

Does your rental company have an interesting Web site? Contact Erin Chapman at echapman@primediabusiness.com for possible inclusion in a future Bricks & Clicks.