Ease of maintenance is increasingly important to those companies that have small staffs. Changing catalog information needs to be fast and automatic. If a site is designed from the ground up with these features in mind, the site can be adaptive to the user with dynamically generated pages and automated customer response. CRM functions can provide regular updates to registered users and help to build web traffic. Rich media interfaces including streaming video can be easily controlled and modified. Search functions need to be self maintained and accurate.

Sandstone Horse Sales is a thoroughbred breeding and training facility and has one of the most sophisticated equestrian websites in the World. This site was designed to be dynamic and adaptive for the visitor and updateable from any browser. Six customer databases are maintained automatically and control various areas of the Site. The Site incorporates streaming Real Media and dynamic mapping, call center, and a search engine. It includes twenty-four Flash movies and five videos. The call center automatically routes phone calls from the Website directly to the company's offices. Up to date information is maintained by the staff on over sixty horses including images, competitions, bloodlines, and descriptions.

Having fresh content is critical to return visits and the Graphical User Interface (GUI) the site offers allows staff members to continue to update and add information, news, images, and new horses. Data can be scheduled for public presentation or expiration at any date and time.

The screen at the right shows the search engine for the site. When horses are added, the content is available on the site and in the search function at any designated date. Additions can be scheduled to expire any time the staff chooses.

This screen shows the staff entry area and how previews, updates, and modifications are made to each horse entry. Full control is provided over images, text, bloodlines, and all associates information. No special software is required for updates to the Website.

A database of news stories gives up to date press releases, articles and standings. Current horse listings, horse shows standings, competitions, and press coverage can be modified and changed through this interface.

The Sandstone call center allows a prospective buyer to reach the main Sandstone sales or training office while viewing information on the horse of choice, thus engaging the prospective buyer at the point closest to the sale. Training and breeding questions can be answered while continuing to review information. Staff members can direct the prospective buyer to new information and help to close the sale.

It is worth noting that Forrestor Research indicates that "Sixty percent of those website visitors who start an order form never complete it". Having a call center on the website can help you close sales. This also allows you to save the costs of a toll free number.

A call center helps to increase impulse buying, answers questions about products or services, reduces concern about credit card use, gives customers "the personal touch", helps customers navigate web sites easily, directs customer calls to specific people or departments, and provides access to customers worldwide.

This model can work well in any B2C or even B2B environment where making contact with the buyer can bring a company closer to the sale. The end result is greater sales of either products or services.