The owner’s biggest challenge in her business is screening potential adopters for the birds in her care and from other’s homes. Her business operates primarily through the local bird and exotic pet shows and through websites, publications, and directories specific to her field.
Getting people to her website was not an issue. She had good traffic. However, she spent an inordinate amount of time screening potential adopters in telephone interviews.
Our primary goal was to free up her time. We used an extensive eight-page survey which asked visitors a wide variety of questions in a number of subjects ranging from their avail space for a bird, working situations and how much time would be made available for interaction with the bird, to finances and other factors, such as children and other pets. She received all of the information in an easy-to-read format which identified potential homes for the birds and allowed her to focus on her conversations on details and actually getting to know them.
The survey gave her a vehicle to quickly weed out “tire-kickers” and provided the information she needed in order to ask further questions and get better details to match the right customer with the right bird.
It is possible that she lost a couple of leads in the process, but in her opinion, it was worth not having to deal with the people who would waste her time.
Then we went to work on her website. When we came into the process, her website was little more than a photo gallery where she could put photos of her birds.
We changed the first part of the website to start directing adoption candidates to the survey and to information about adoption. Then we converted her photo gallery into a set of articles (a blog) with previews of each bird on the front page. Each picture led to its respective bird’s blog post where she could tell the story about each bird, including their size, age, current living condition, and any other information that a candidate would want to know.