It’s important to understand the distinction between Web design and content. We recommend frequently changing your content—your featured products, sale or clearance items, hot sellers, etc. Frequently changing content is what brings customers back. If they know your Online Store is going to change, they’ll want to come back to see what else you’re offering the next time they’re online.

Your Web site design can stay the same when your content changes. Your design is like the walls of your store. Just as you don’t re-paint or move the walls around each time you make a new sale display, you can leave the structure (layout, colors, etc.) of your site the same while you make exciting changes in your product offering and promotions. That’s what Web site merchandising is all about.

If you had unlimited time (and full-time marketing staff to handle it) daily changes would be good. That’s what the huge online retailers do. But realistically speaking, most powersports dealers have found that changing their Web site merchandising on a monthly schedule is about right.

When you order Professional Merchandising, a 50 Below Web Merchandising Professional will be assigned to work with you. That person will be your personal expert who will help make your merchandising the way you want it. Each time you talk, you'll schedule your next consultation appointment, and he or she will call you.

We recommend changing your merchandising at least once a month. It’s a good idea to plan ahead for special sales events, holiday and seasonal promotions, etc. If you’d like, your 50 Below Web Merchandising Professional can help you set up two or three months of merchandising in advance.

We strongly recommend that you get them from your agency and send them to us yourself. We've learned over the years that materials we get from ad agencies may be outdated, or for some other reason may not be what dealers want on their Web sites. We think it's important that everything on your Web site has been approved by you.

Powersports Web sites are our specialty, not a hit-or-miss sideline. We have 22 people working full-time to keep 90+ catalogs available and up-to-date with hundreds of thousands of products that you can sell in your Online Store. We have 14 professional graphic artists who design every Web site. And we have six professional marketing experts who advise you on how to keep your Web site merchandising fresh and attractive.

And to toot our own horn a bit more, in 2008, our Professional Web Site Merchandising programs won the Nifty 50 Award from Powersports Business Magazine, as one of the Best New Products of the Year for powersports dealers.

First, you’ll consult with your own Web Merchandising Professional (WMP). You'll specify the layout and content of your merchandising graphics, and you’ll get all the Web marketing help you may need. Then, before your re-designed Home page "goes live," your WMP will call to get your approval of the final appearance.