If You Build It... USING YOUR WEBSITE TO BRING IN BUSINESS Though the AV industry continues to do well in the economic downturn, a lot of marketing and sales managers are asking themselves, "What do I need to do to keep the orders coming as buyers trim their capital budgets?" One critical step is to upgrade your website–the first place potential customers look when they evaluate your company. "It's all about whether they can trust you to deliver on what you say you can do," says Bill Mullin, vice president of Chesterton, Indiana-based distributor Starin. "They're not going to let you in the door until they see you as a credible supplier." Does your website tell potential customers who you are and how you   are different from and better than competitors? Does it build your company's credibility while at the same time ranking   highly in the search engines? Does it include useful information of real interest to your target   customers? Read more about the process of building a credible site in "If You Build It, They Will Come" from Sound & Video Contractor.