Ask The Technology Therapist Blog

Are You Helping Your Potential Clients Find A Connection With You?

2009-01-12T19:19:00.005-05:00

Last week I was sitting with a SCORE NYC counselor, discussing the growth of the scorenyc.org website and the possibility of launching a blog. During our conversation, he mentioned that he had a new client who requested to work with him specifically because of his bio on the web site. Recently, we added all the counselor's bios to the web site to make it easy for business owners to find a counselor that would have a background in the area in which they needed support. What the counselor then shared with me was a great piece of information that so many people miss - are you ready? The person who chose to work with him decided based on the college he graduated from, not his business expertise. Did you get it?

Here's the secret many people miss: Your potential clients are looking for more than just your experience and expertise; they are looking for a connection. Social networking and blogging have really forced this ingredient into the spotlight. This element is also a missing component on most company web sites. Why?

It has always been my position that your business web site needs to be a reflection of your personality mixed with a focused message to your target audience. You're not meant to work with everyone and if someone is turned off by your personality, you probably won't have a great working relationship. Put yourself out there, and connect with your customers. Your hobbies, interests, past experience, college, or your hometown may be the item that person needs to connect with your company.

Here's an interesting story that might help. I started my business over 11 years ago and in early 2000, I came up with the term Technology Therapy ®, which I trademarked, and then came the new logo - the computer on the couch.

Before I launched the new logo, I sent it around to people I respected for their comments. I received many remarks, mostly positive, and then came the constructive notes. The feedback was direct: my new logo was too "playful"; it didn't connect with the corporate audience. This was a great comment to get and it made me stop and think, and re-think. I had an epiphany and in that moment I realized why I was an entrepreneur and what made me different. I am playful: that is my teaching style, my communication with audiences when I speak, and how I connect with clients. I decided then and there if you didn't get my logo, you didn't get me.

I started my own business so I could create my own path and this path means choosing who I work with, both staff and clients. To date, more people say they remember my company over many of the others they meet because of our logo. The most frequent remark is that our logo makes them laugh and inspires a feeling of comfort and relaxation.

I am happy to say after I give a speech or I sit with a client, the most common client comment is, 'thank you for having such a great energy and making me feel so relaxed." I put myself out there years ago with my logo, and I continue to do so using social networking resources like Twitter and Facebook, and of course on our company web site.

It's time to put yourself out there and share your ideas, your hobbies, and any thing that may help your potential client find a connection. People look for a way to bond, to make business more than just work. Trump may say "It's not personal, it's business", but I disagree. If it weren't personal than why do we take time away from the office to golf or eat at a great restaurant? Business, especially small business, is all about the connections you make, and you need to make it easy for your customers to connect with you.

Email Marketing Service Providers

2008-12-14T13:31:00.007-05:00

Email marketing has been one of the reasons The Technology Therapy Group is where we are today. In January of 2001 I started doing a monthly eblast to a small group of networking contacts providing tricks and tips to being more efficient. Since then our eNewsletter has changed from a monthly to a bi-monthly announcement providing tips, blogs, events and showcasing the work we've done for clients. I'm proud to say that we still have many of our original subscribers. You may also note that we also advise, design and create email campaigns for clients.

During the past few weeks I have had this question so much I decided it would make a great post.

Question: What email marketing services are you familiar with and which do you recommend?

Answer: I have used many email services supporting clients over the years.

Constant contact
iContact
Campaigner
OpenMoves
Exact Target
Cooler Email
Xtreme Mail

Others I know but have not used personally:

Bronto
Emma
Patron
Cakemail

I have my favorites and a few that disappoint but the truth is you have to pick the service that provides you with what YOU need. I use OpenMoves for my company emails. I chose this for our firm because we I preferred their reports, a dedicated IP address and their fetch tool that pulled in the HTML templates we designed.

For the person with less design experience Constant Contact and iContact I find to be very user friendly for design ideas, templates and support. I find Constant Contact to have the best support of the two firms.

My biggest disappointment was campaigner I was very frustrated with the way they worked.

Exact Target was to me the most advanced and offered the most advanced tools and very easy to use but for my small clients they were not as cost effective, but I do want to add that the extra money is worth it if you're looking for some of the automation, form and reporting features.

Please share your experiences because we all see things differently and I have not tried them all as you can see. What's your favorite email service and why?

Introduction to News and Notes from the Coach Video Blog.

2008-12-03T23:21:00.002-05:00

Starting and running a business in today's web world means understanding web design, web marketing and more. Join me the eMarketing & Technology Therapist to learn how to navigate this changing world. Below is an introduction to our new video blog:

Helping the Small Business during the Holiday

2008-11-17T22:26:00.005-05:00

We have all been feeling the effects of the changes in the economy. The Technology Therapy Group caters to small and mid-sized businesses, and we know that these businesses are more affected than big businesses, and need your support in these trying economic times. A recent report on msnbc.com shows that retail sales were down by 2.8% last quarter, the largest drop in recent history, and an even bigger drop than economists had predicted. Not only are overall retail sales down, the news is even worse for small specialty businesses: while retail giants like Wal-Mart saw a .4% decrease, specialty stores saw an average of 1.4% decrease in sales (click here for the full article).

The holiday season is upon us and we want you to keep small businesses in mind. These businesses are run by your neighbors and friends, and need your support more than big business this year. In the spirit of giving and receiving, some of our favorite small businesses have extended the following offers this gift giving season:

BeautifulFaces, www.beautiful-faces.com : Skincare, beauty, and fragrance products from premium brands such as Napoleon Perdis, Vincent Longo, MD Skincare, and L'Artisan Parfumeur. 10% off orders over $80, use code BF1108 at checkout.

Mugwaz, http://www.mugwaz.com: Are there children on your list this year? These activity kits are the perfect gift for children 3 and up. Do it yourself t-shirts, jewelry, flip flops, belts, and bags that come with everything you need all in one box.

Floral Studio, www.floralstudio-ny.com : Live in the New York area or know someone who does? Send them a one of a kind floral design from the Floral Studio, various fresh flower, plant, and gift basket options available.

Angel Feet, www.angelfeet.com : Feeling stressed? Indulge in a reflexology session at Angel Feet, located in New York City's West Village, certified reflexologists perform this ancient technique to relieve stress. Gift certificates available.

Medbasics, www.babymedbasics.com : This is a perfect gift for anyone who is expecting or a new parent, an easy to use reference for infant first aid and emergency situations. Created by a nurse and doctor husband and wife team, this is an invaluable item for anyone with an infant.

More shops to come and comment and leave your own website to promote.

E-mail Marketing

2008-10-27T21:35:00.007-04:00

On Monday October 20th, I had the great opportunity to be the moderator for SmallBizTechnology.com's most recent Taste of Technology event on Email Marketing. The evening was filled with great questions that uncovered audience members true concerns about what email marketing is really all about in today's business world. The panel consisted of Ilise Benun of Marketing Mentor and Wendi Caplan-Carroll of Constant Contact.

When preparing for the event I put together a list of questions I wanted the panelists to answer and I added my own point of view. The questions included:

Is email marketing something for every type of business?
Is email marketing still a successful marketing strategy?
Can you explain the difference between using email to market as a strategy for individual use vs. marketing to a list?
Is there etiquette to email marketing?
What is spam?

Email marketing when implemented properly is a strategy that can turn browsers into buyers and potential clients into actual clients. As moderator, I raised the issues I hear most from people I know who are skeptical, such as:

I'm already overwhelmed with email: how do I know if this is really something that will work for my business?
Do I really need to use an email marketing service?
Is there a difference between Junk & Spam?

Audience members asked questions regarding email etiquette and their frustration with friends and family who send emails with everyone's address in the TO or CC field.

The recap and energy in the room was that email marketing is a strategy most often over-looked but is something that more people should be considering for their 2009 marketing plan.

If you have questions post your comments below or contact me for a free 20-minute consultation.

Are You Really Using Your LinkedIn to Grow Your Business?

2008-10-20T23:03:00.006-04:00

On Thursday (10/24/08) I am giving a presentation to a recruiting company on utilizing LinkedIn to build contacts and relationships. Next week I'm giving a web class on using LinkedIn at a clients request. Therefore, I thought this week's tip should focus on LinkedIn. Here is a great idea to start using your LinkedIn.

When is the last time you really looked at your LinkedIn Network?

Click on Contacts from the navigation bar on the left side of your screen. Then click on the tab marked: Network Statistics. This will show a brief overview of your network of contacts, degrees of separation between you and other LinkedIn members.

If you scroll down your screen you'll see a regional breakdown as well as an industry breakdown. By clicking on the industry type you'll be sent to a page showing you search results for people in that industry that you are connected to directly and others that you may want to reach out to.

Just a quick tip on leveraging your LinkedIn Account.

Please share your tip or ask a question all are appreciated.

Bad Blogger

2008-10-16T21:50:00.002-04:00

I’ve been a bad blogger. I have been spending much of my time micro-blogging lately. It has been a wonderful forum for me to listen to other people rant or rave about business today. I will have some new content to add to the Technology Therapy Blog shortly. In the meantime please come visit me at http://twitter.com/techTherapist. Also, check out our updated lens at http://www.squidoo.com/TechnologyTherapyProjects.

If you have an idea or a question you want me to answer on the blog let me know.

Understanding Micro-Blogs

2008-09-23T11:23:00.004-04:00

Keeping up with the webbies isn't easy, it seems every day there is something new to understand. Is it time for you to catch up? Let's start with what seems to be one of the hottest topics: Micro-Blogging. What is it all about? Micro-blogging is a form of brief blogging where 140 characters is all that the user writes. This results in what I like to call short bursts of thoughts and ideas. The most popular of the micro-blogs is Twitter, and right on its heels is Pownce. Also, if you're already on Facebook, you may have noticed the new "what are you doing box." Micro-blogging is about sharing what you're doing right now (see my Twitter feed),and can be done from your computer or your cell phone. It has become very popular with bloggers.

Why Micro-Blog?

Some people who are new to this concept wonder what the point of these services is, and you'll find different people will say different things. Some people use micro-blogs to stay in touch with friends, and others use it for business. In the business world, micro-blogging is used to let clients and prospects know what's going on in your businesses. The real reason why you use it will vary, but if you're using it for business, it should be encompassed into a web marketing plan.

Why I'm on Twitter

I use Twitter to keep up with clients and industry experts I respect. I use it to build relationships with my potential clients, and express my point of view on issues in my business. I decided to use it as a way to give quick updates about what my company is doing, as well as feedback on technology and marketing issues that concern me.

Are you micro-blogging? Leave a comment: tell me why and who you use.

Does Your Website Look The Same to Everyone?

2008-09-08T10:09:00.006-04:00

What's your favorite web browser? On my Apple I like Safari, however with the release of Firefox 3 I find myself using that browser more than Safari. Tom our designer, also an Apple user, prefers Safari but he pointed out to me he likes the newest release of Safari 3. James our new HTML / CSS coder is a fan of the PC and his preference is Firefox 3. Melissa our project manager outside of work uses Firefox 3, and Theresa prefers Internet Explorer 6 because it works and she has no reason to upgrade. As you can see in my office alone we have a mix of users on different web browsers.

My last blog talked about keeping your website in frame. This post I want to ask you about the compatibility of your web in different browsers. Do you know how your site looks to your visitors? Have you ever checked it out? Take a few minutes and visit: http://browsershots.org. Type in your website address and check off the browsers your customers use and you'll see what they see. Knowing what your customers see is important to the success of your website. When hiring a web development firm or doing it yourself you should make sure your website is compatible with the web browsers your customers are using not just the one you prefer.

Keeping a Website in Frame

2008-08-10T21:07:00.006-04:00

Controlling your website and how it looks from one computer to another is not always an easy task. Let's look at some mediums we're all familiar with:

Television: Commercials, sitcoms, and even movies are all broadcast at a certain standard (525 scan lines at 30 frames per second at an aspect ratio of 4:3) at least until the end of 2009.

Print: Magazines are typically printed at 300 dpi (dots per inch) and the page size is specific to that book, but no matter who picks up the magazine, everyone sees things exactly the same.

Internet: The web has a set of rules unlike any other medium. We have standards as web developers we follow, but from one computer to another there can be many variables. Some variables include:

Screen resolution: 1024 x 768, 1280 x 800, or 1440 x 900

Screen size: 15", 17" or 21"

Screen shape: Square or rectangle

The choice of web browser: Internet Explorer, Mozilla's FireFox or Safari

Browser version: IE 5, 6 or 7; Firefox 2 or 3

Computer Type: Apple (Mac) or Dell (PC)

As you can see, the web is a whole new game with its own set of rules. These rules are constantly changing, and for many individuals it is not easy to keep up with the new standards.

One of the most common requests when building a website is to design a site that fits in the frame or in the browser window. As you can see by the 6 variables above, that is not an easy task, and now there is a 7th variable making this task even more difficult - the toolbar.

There have always been toolbars on your browser windows providing you with the options to go back or refresh a webpage, but now more and more people are using additional toolbars. Here are a few of the popular toolbars people have added to their browser: Google toolbar, Yahoo toolbar, and Alexa toolbar. Typically, people have their toolbars stacked so a page that was once in frame is now pushed down and the user is required to scroll down the page to see the remainder of the content.

This new variable will make it difficult for any site to be designed to be in frame. Though it should be understood and acknowledged, the toolbar variable should not be a major cause for concern. When designing your site, you need to look at the industry web standards (visit w3c.org) and recognize that your website will not be perfect on every machine. If you follow the usability standards and understand your audience, your website will be flexible.

Interstate 95 and Web Edits

2008-07-14T14:14:00.005-04:00

As many of you may know, I have an office in New York and one in RI and I frequently run back and forth between the two locations. There is not a week that goes by where someone does not ask the question; "How long does that trip take you?" My answer is always the same, it depends on what time I leave. If I leave after 8pm and there is nothing major going on it takes me two hours and 20 minutes, but if I leave during a peak travel time it can take me between 3 and 3.5 hours. It is the same trip door-to-door, 142 miles, but the time it takes depends on the variables life or Interstate 95 decides to throw at me.

Editing a website is not all that different. People wonder why some web edits take longer than others to accomplish when updating a website. The answer is the same as my trips, I can give you a pretty accurate estimate but if a variable is added to the mix it may slow down the process. Let me give you an example. Frequently we are asked to make a change to a press page on someone's website. This seems simple enough but you have to take a moment to understand the ingredients that go into this request:

How are they providing us the press update?
Will we need to make any image touch-ups?
Does the press page have any unique formatting items to it?
Will we need to test the update to see if it works in multiple web browsers?
After the client reviews the change will they want to move things around or revise it in some other way?

These items are all part of what we consider when we give someone an estimate on time. Changes can be completed more quickly if Technology Therapy was the original website designer. However what usually adds extra time to the request is when we take over someone's website and the previous company did not organize the code in an easy to understand manner. Think of it as walking into an office and looking at a group of filing boxes with no labels on them, you have to open every box and sort through the contents to see what information is stored in each box. This scenario happens to us quite often thereby increasing our estimate for updating a website.

Editing a website is not always as simple as opening a word document and finding a word and changing it. Behind everything on a web page is code and it is our job to make sure that code looks the same on every web browser. I know it is frustrating when you do not understand the components that go into the site but just compare it to traveling or the filing example; if things are organized and well laid out and the traffic fairy is on your side then changes will be quick.

Spotting a Scam

2008-07-07T15:16:00.010-04:00

Scammers are becoming smarter and smarter! It is not as easy to identify the legitimate emails now adays from the scams but here is a simple trick to help you spot an email scam.

My husband and I have a joint account with Bank of America and recently in an email he received this message:

This looks like a legitimate email - the company logo, and they even added a lock image to the right side. The first clue for me was that I never added my husband's email address for alerts but the scammer didn't know that, so I knew right away this was bogus but my husband did not. I mean the email looks very realistic. Then I moused over the link on the page and without clicking on it I looked at what the actual link was going to; you can see this by looking at the status bar on the bottom. This is a great way to spot a scam. Look at where the link is actually pointing to, not where it says it is pointed to - scam!

wowsentinels.com - that's not bank of america!

Then, just out of curiosity, I retyped the name of the link they said they were sending me to and as you can see on the real bankofamerica site, it says the pages do not exist.

Spotting a scam: look at the real link not the one written on the web page.

Share with us your ways of spotting a scam.

Email Always Requires a Follow-up

2008-07-02T15:02:00.005-04:00

Have you ever gotten upset that someone did not respond to your email? Did you ever think that maybe they did not receive it? Today we assume with so many people being available on laptops and blackberries, emails are delivered without a problem. Not true! Emails go down and spam filters can block your message, emails may even be blacklisted, and many times you may not even know that it happened. If technology were not enough of a hindrance,we also have that pesky problem of time. The average business person receives a variety of items in their inbox; client correspondence, co-worker questions, enewsletters, support notices, and let's not forget personal emails and jokes. Over the weekend, across a holiday, or while on vacation many people's inboxes fill-up and if they don't respond, a follow-up may be needed. If most people receive between 40-100 emails a day, it is entirely possible something will get missed.

I sent 2 emails to a client confirming a meeting time and assumed it was received until she called the office to say she never heard from me. I checked my sent messages folder - they went out. Yesterday I did not realize another client had sent me a message about the project we are working on; it had gone into my junk folder. I check my junk mail folder every 2 days, but her email was important and she thought I was too busy to connect. That kind of miscommunication can cause a breakdown in a business relationship.

Emails are a tool for communicating, but we can not assume everything is received in the recipient's inbox. Ask people to confirm receipt if you don't hear back. Don't take it too personally; follow up with a call and ask if the message was received. Your message may have been blocked and the person you're trying to reach may be wondering why they have not heard from you either.

Has this happened to you? Tell us your story.

Website Best Practices

2008-06-10T10:42:00.009-04:00

In business the term "best practices" is used often when we discuss setting up the foundations of a company. When I started my business I was a junior in college and this was not a concept that I learned until after a few years of struggling. I remember it clearly; I was at a round table of business owners who had all been in business longer than I had and one of the entrepreneurs said, even though I was just starting out, to try to apply best practices. He continued to explain that for him this meant running his small business as if he were already a bigger company. He held weekly meetings with himself and outlined the positions in the company that he filled and eventually would hire staff to fill. I remember thinking to myself, why didn't I learn this in business school and what a good idea - I need to do this in my business.

It should come as no surprise that when I learned that lesson, I not only implemented it, but I made it part of my philosophy when working with clients. In my opinion there are certainly best practices that should be followed when starting a business and when starting a website.

Website Best Practices

1. Plan for Updates

Too many businesses approach building a website like it is a onetime project. Your website is never done because content should always be changing and updating. This does not mean restructuring your look and feel; it refers to adding new projects, services or products. Planning for updates is very important because it means you need to consider having your site built with tools that would allow you the flexibility to edit the site with ease and little knowledge of how to program or code pages. The best tool for accomplishing this objective is having a site created that uses a content manager. This is a tool that looks and acts like a word processor for adding and editing the text contained on your website. This tool will make it easier for you to feel that you are in control of your website and not relying on a designer or developer for quick edits and updates.

2. Create an SEO friendly site

Everybody wants to be found through a search engine. Search marketing is one of the most talked about topics in my seminars, but most sites were not designed to be search friendly. What does this mean when you're designing a website? It means even if you are not ready to launch a full search engine optimization campaign when your website is being built, the creator should be setting up a foundation for that goal as it arises. Your designer or developer should be using styles instead of images, putting headlines in heading tags and making sure your website is never completely built in flash. Every page on your website should have a different heading tag with keywords and folders and file names can have keywords as part of the naming process. (Keep in mind this is a sample of best practices not a full search engine optimization campaign. There are more items that should be added which I will discuss in upcoming blogs.)

3. Expectations and metrics

Every website has a purpose when it is launched. Your website is a key ingredient to marketing your business and whether your site is designed to create a presence to illustrate your services or for clients to buy your products, in the back of your mind you have expectations. Before you begin you should clearly outline your goals and set up ways to measure those objectives. Implementing this early on will allow you to monitor your goals to see if your expectations are being met. One way to insure you reach your goals is to create elements that allow tracking, known as conversions. This is where you lead a visitor down a path to take an action. This action usually involves collecting data to allow for further marketing.

Running a business or a website means implementing tools that allow you to build a strong foundation. The three website best practices outlined above are just the beginning.

Have a best practice you want to share? Leave us a comment and stay tuned for more best web practices.

Is Copy the Missing Link to Your Website's Success? By Christina Bianchi

2008-05-27T11:44:00.010-04:00

Companies spend large sums of money each year designing and re-designing their websites in hopes of increasing revenue, increasing market share or increasing brand awareness. While a dynamic and appealing design is a great marketing tool, there's one thing many websites I run across are lacking - strong copy. Without equally as dynamic, appealing and engaging copy, your professionally designed website just might fall short of your expectations.

Let me take a few steps back. I am a content creator. I invoke emotion, tell compelling stories and paint vivid pictures with an end result of complementing your marketing objectives. And, it's my responsibility to make sure other people see the importance of great copy, in exactly the same light I do. Lucky for me, my boss, The Technology Therapist, shares the same philosophy.

Most small business owners struggle with the constraints of a budget when designing or re-designing a website. Oftentimes leaving the copy to be written by yourself, your assistant or maybe even your intern. But when you leave the content of your site in the hands of the ill-experienced, be prepared for your website not to be the shining pillar of success you'd hoped.

So aside from hiring a professional copywriter, what can you do to ensure that the content on your website captivates potential customers? The key is to be consistent, engaging and always professional. Readers on the Internet are skeptical enough as it is, why give them a reason to move on to the next site?

Below, I've outlined the top 5 mistakes I see on websites. In the coming weeks, I'll explain how you can avoid these pitfalls:

1. Undefined target audience
2. Complex writing, diluting the message
3. Lack of a call to action
4. No Proof!
5. Spelling and grammar mistakes

Do You Want To Be Remembered? Part II of the Successful Websites SeriesBy Jennifer Shaheen

2008-05-20T12:44:00.011-04:00

Next week we will celebrate the unofficial beginning of summer, Memorial Day weekend, and for me this is a great time of year. Personally, I like the season change because of fashion. My wardrobe explodes with color; lighter colors that don't soak up the sun but make me feel cool and comfortable. Now don't get me wrong, I have not given up on wearing black completely, that is a staple in most women's wardrobes, but I take my inspiration from the explosion of colors outside my window. This season change brings to mind an important ingredient to our successful website series - design.

Tip 1 - Create a Road Map
When focusing on the design of your website, start with the sitemap or navigation elements your users will need to find information on your website. Though this is a text element, the number of navigational elements you create will lead into what is doable from a design and layout point of view. Don't just map out the first level of your pages, map out 2-3 levels deep. This will reveal if your site will need a secondary navigation to help users understand where they are and the pages that exist within certain sections of your site.

Tip 2 - What a Feeling
It is my personal belief that your website needs to be an extension of your company's personality. Before you choose the colors of your website, talk about the feelings you want to personify through your design. Choose colors that represent you and that will also be appealing to your client. The keywords here are your client. You cannot satisfy everyone and if the choices you make are focused on pleasing the masses, you will not succeed.

Tip 3 - Blend In or Stand Out
For many of my clients choosing colors is about putting forth an identity and strength in what their company does. Frequently, a client's first conversation with me starts with something similar to this: "everyone in my industry uses blue; therefore I believe we should do the same." A normal idea and I completely understand why most people would start here. But then I ask them a very important question and I ask you the same one: Do You Want To Be Remembered? Duplicating color schemes can very often cause you to blend in, and when it comes to selling yourself and your business - you may want to stand apart from the competition. Smart color decisions can do this for your company.

Tip 4 - Copycat Layouts
I just advised you to find a way to standout and I stand by that when it comes to selecting colors. But when it comes to page structure, being different can lead to confusing your audience. It is no surprise that most websites that sell books look like Amazon. There are some things that should be copied. Contact information should be easy to find in your design. Typically this information is found in 3 places: the top right corner, the footer and the contact us page. Navigation bars on your website are traditionally in 3 places as well: either at the top or on the left for main navigation, and added to the bottom for sites with long pages or for search purposes. Navigation bars found in different places may make it difficult for your visitor to follow your road map or may even be cut-off in certain browser windows.

Tip 5 - Imagery with a Message
Most websites use stock photographs or illustrations to liven up pages. I want you to revert back to tip 3 when thinking about your stock choices - Stand Out! Pick images that communicate your message without feeling contrived. This happens when we default to the typical symbols that people find themselves drawn to, and then we see the same symbols on every site in your industry. If your business approach is unique, find images that follow a theme or complement your personality. This will set your visual images apart from your competition and make your website more memorable.

Creating the right visual representation for your company is about understanding more than just good design, it is about appreciating what works online. The 5 tips outlined here are just the beginning when it comes to creating the right web design. One of my favorite books that I ask all my designers to read is "Don't Make Me Think." Design is about complementing your message and making things easy for potential customers to get around. In our next installment, we'll discuss how design and technology come together with our third element - Marketing.

What Goes Into A Successful Website - Part I of the Successful Websites Series by Jennifer Shaheen

2008-05-05T16:45:00.007-04:00

My husband watches a show on the Discovery channel called "Holmes on Homes" and as we rode the train the other morning he was talking to me about a recent episode. Host Michael Holmes was helping a women whose roof was caving in due to a contractor's error. The episode recap goes like this: To make better use of space, the woman wanted to move her kitchen to another part of the house, and build a new bathroom where the kitchen formerly was. The contractor she hired, referred to her by her interior designer, did as she asked. However, when moving heating vents, the main support beam - the piece that structurally holds up the roof - was cut! Subsequently, the roof began to sag and if Michael Holmes had not been there to help, the roof would have caved in before too long.

This very interesting story hit home for me. I can't begin to tell you the number of people who come to me near tears about their experience with sub par web designers. This made me wonder if people really understand what goes into a successful website?

The keyword here is successful. No man is an island when it comes to developing a website. So, what do I mean by that? I am nothing without my team. Most people who have visited my website or read my blogs know that I believe there is a recipe for creating a successful website and it is unlikely for any one person to be an expert at all of the items needed to make a successful website. In case you're wondering the key ingredients are: design, development, copywriting and marketing. If you are missing any one of these elements you may find your website lacking the success you had imagined.

But the element most closely related to my narrative above is development. The development of your website is the programming or the code - this is what makes your website function. Thankfully, poor code will not cave in your roof, but it can cost you sales and cost you money in web updates if done improperly. Someone who understands how to be a good programmer means that they test their work across multiple web browsers to ensure the site looks and functions the same for all users. A good programmer is someone who writes well-organized, clean code and uses web styles to make universal changes quickly and efficiently. The main support beam of your website is the coding done by your developer.

How do you know if you have a good developer? Just like you should interview contractors even if they are referred, you should ask your potential web developer some questions:

Research their work.

Ask to talk to present and former clients.

When discussing their work, ask if they found any of their programming to be problematic.

How long did it take to fix errors?

Do you feel a personal comfort level? Ask their references if they feel comfortable with their relationship.

What is their testing phase like? (If they don't have one run the other way!)

Ask what causes a fluctuation in the pricing?

Inquire about your growth and if you ever decide to hire an in-house developer, will there be a problem? (This question usually shakes people up a bit, but what you are looking at is a developer who is afraid to share. This should give you a bit of a red flag.)

Some people ask - who owns the code? This question is a bit of a tough one because it is really not an easy question to answer. You may get an answer that is more confusing than the question. Instead, you may want to ask if the project you are engaging them for is a "work for hire" or will they be using any proprietary applications that may require future licensing fees. If the web application is expensive to develop, be sure there is a licensing buy out option.

This is only one ingredient to my recipe for a successful website. If you choose your contractor wisely, you won't accidentally cut your main support beam and have your roof cave in, thus alleviating the need for Michael Holmes to rush to the rescue.

Hopefully reading this blog has made you a smarter consumer when it comes to hiring a web developer. We have all heard the saying you get what you pay for and when it comes to technology and building contractors, I think my dad, of All Phase Carpentry said it best, "When you pay peanuts you get monkeys."

This blog has been the first of a series. Look for blogs on the rest of my "ingredients" for a successful website in the coming weeks!

Live from BlogHer Business 2008

2008-04-03T17:18:00.009-04:00

My head is ready to burst from all the conversations I was excited to be a part of today at the BlogHer Business conference in NYC. For those of you not familiar with this conference, BlogHer Business is a wonderful event focused on social media but geared toward women. I know many of my clients are women business owners who sell to women and my reason for attending this amazing event was to listen to other women businesses discuss their success with the social media world.

Anyone who knows me, knows I speak often about considering new media as an important component to your web marketing strategy, and today's conference further proves my point. You need to ask yourself, "Is my customer active in social media?" More often than not the answer is yes. But if you're not involved in this world, the power of social media is easy to dismiss. One of the panelists had a great comment, she said (this is not an exact quote,) "When I wanted to use social media for HP I need to have a social media lobotomy." I think that maybe that is what we need to do as small business owners. We need to erase everything we think we know about this world and throw out our preconceived notions about what social media is. (Look for a discussion on what exactly social media is in the coming weeks!)

I heard so many different case studies today but the one theme that seemed to be common across all of them is that large or small, businesses need to understand that the old rules aren't cutting it in 2008. Consumers and business owners are not buying because you sell to them anymore. You need to connect with your clients and potential consumers and build a personal relationship without face to face contact. Social media, whether it be podcasting, blogging or using social tools to connect, allows you to make that personal connection via technology. People, specifically women want to feel that you're building a relationship with them. One speaker said it best, customer's don't want a "one night stand, they want to know you're committed to being in a relationship."

So let's start with this question: How are you building relationships with your customers? (Leave us your comments. )

Never Mind What You Want - What Does Your Customer Want?

2008-03-21T14:55:00.004-04:00

I think there needs to be a shift in how we approach web design and development. When I talk to a new or perspective client one of the first things I hear is, "This is the way I want to see things laid out on my website." During the initial meeting the first thing I ask clients to do is to let go of "I want" and instead, start by focusing on the goal of the website. The myriad of goals range and often include:

Generating new business for my company.

Updating my existing customers about company changes and acting as a customer service tool.

Selling my products; I want to get people to buy from my website.

Showing that I am a legitimate company.

Marketing my business.

No matter what the goal, they all relate to the customer; without your customer there is no point to having a website.

I believe we need to take a step back and start asking the question, "How do my customers want to see things?" By switching our point of view we open ourselves and our company up to meeting the needs of our clients.

Customer centered questions are helpful. Be upfront and let your clients know that not only are you are trying to improve your company, but you're also striving to create a website to better serve their needs. It is also important to let them know that their feedback, both positive and negative, is an integral part of your success.

Here are some things you can do before designing or redesigning your website. Take the time to ask some questions like:

What was the determining factor that played a role in why a customer chose you?

What do customers like most about your company, product or services?

Would they refer you to another company?

What issues would they like you to adjust about your firm?

The feedback you receive from your customers will help you to determine what resonates with them. This will allow you to make decisions about what to focus on for the growth of your site. Ultimately, your website needs to send a cohesive message, and by focusing on your customers wants and needs, you can tailor your site to achieve maximum success.

Website Update Pains? Get Over It

2008-02-24T10:39:00.005-05:00

I started holding web classes again two weeks ago, the first discussed creating your website strategy. We talked about the importance of setting goals, understanding you conversion rate, and places to market online; oh yes, and creating and implementing a plan of action. Not bad for a 75 minute interactive web class. At the conclusion one of the attendees said, "This is all very interesting, but I can barely keep my website up to date. How am I supposed to do this too?" After that, a few other people felt relieved that they were not the only ones feeling that pain. I expressed my understanding for their issues but explained, "If you don't market your website, why does it have to be up to date?" If your not driving people to your website, why have one? A website is meant to be a marketing tool that works for you 24/7. After I expressed my comments, I have to say, I began to wonder why keeping up a website is such a painful task for so many people?

How many people feel the pain of keeping a website up to date? If you're reading this and are relieved to hear you are not alone, I think it is time we take a step backward and look at the tools available for you to use to update your website.

If you have a website, what tools are you using to keep it up to date? There are web design and editing programs like Adobe's Dreamweaver or Contribute, just to name a few. These applications while useful, do require (in my opinion) some time for training. When we create a website for clients I recommend, and actually now require, they use a content management system. A content management system allows you to edit your website copy through a WYSIWYG (what you see is what you get) type interface, similar to a word processor. The main design elements are put into an include, or header file; something like a template. This setup allows the designer to make a change to a design element and have it populate all the pages associated to that template quickly and efficiently. A content management system, depending upon the style and setup, can allow you to grant permission to certain staff members for editing designated areas. For example, the Human Resources department can edit the career opportunities page and the marketing department can edit the upcoming specials, without either author having access to other pages.

The success of your company's web marketing initiatives relies on the maintenance of your website. You will not be able to run creative marketing specials or launch new ideas if you can't edit your website. A website is never done and is the one area that should be constantly growing, so don’t let editing your website hold you back. Get the keys to your website, take back the control and eliminate the pain of managing a website.

Does Your Networking Pitch Match Your Web Pitch?

2008-02-18T13:30:00.006-05:00

There is a great book titled "Dig Your Well Before You're Thirsty" by Harvey MacKay. The book focuses on the importance of having a network to rely on to generate sales. This left me wondering, "Why is it that so many businesses will make the time to grow their network and not their website?" Don't you realize your website is your network? Your website speaks for you, reaching an audience far more extensive than the alphabetical contacts in your Blackberry. Your website tells your story when you are not there. Your website represents your voice, your vision and your business when someone refers you to a business or college.

On Monday February 11th, I spoke at the Small Business Summit in New York City. I sat on a panel with 3 other wonderful speakers: Laura Allen (15SecondPitch.com), Marshall Makstein (eslide.com), and Adrian Miller (adrianmiller.com). Each of us focused on our own elements of expertise. After we all spoke, an audience member asked Laura about the importance of creating a pitch unique for certain business events. Let me elaborate; many businesses have different specialties under one business umbrella. For example: here at the Technology Therapy Group, we provide web design and development services, software training and emarketing plans. How do you pitch each different area of your business? Laura's advice is to craft a pitch for each specialty to not only keep you focused, but to help the listener stay focused as well. I very excitedly chimed in, "Please be sure to do this on your website as well! So many individuals say one thing in person and then their websites say something completely different." Your message must be cohesive across all your materials; website, email communication and in-person. Your website represents you when you are not available, and the message, (your pitch,) needs to be the same as the one you vocalize in person or on the phone.

Today, I ask that you to take a few minutes to review your pitch; give it to someone in your network, (preferably someone new,) and then ask them to go to your website and see if the message is the same. If it is not, it may be time to think about a site redesign or change in content. If your pitch and your web message don't line up, your website may be costing you business.

Super Spending for 30 Seconds - Are they Remembered?

2008-02-04T17:06:00.000-05:00

The Super Bowl; one game after a season of wins and loses, and at the end it all comes down to one game. On this night the team with the best plan and the best strategy wins the title. On this very important evening there is another battle; the battle for the most talked about commercial. Monday morning radio stations and talk shows across the country discuss in great detail the advertisements they most remembered. This 30 second commercial, if done right, can give you more than just 30 seconds of air time. It can give you a viral campaign that will cause people to rush to YouTube or Myspace to see it over and over again.

Which commercials stood out to you? Was it the Coke commercial with the hot air balloons? The dancing lizards to the sounds of Michael Jackson's Thriller? Or The Dalmatian training the Clydesdale to be the well-known Budweiser mascot? I personally found the Pepsi commercial to Hadaway's song Baby Don't Hurt Me quite funny.

Take a moment to think about what stood out to you? Why did it stand out? Do you remember who or what the commercial was for? Did the commercial make you want to try the product? Or was it just branding?

Now think about your business and your 2008 marketing plans. You don't have to spend millions to get people talking about you. What can you do to create a little buzz around your business? Just something to think about this post Super Bowl week.

Too Many Ideas & Too Much Time Can Spoil A Website

2008-01-07T14:12:00.000-05:00

For the longest time I have carried a notebook around to jot down ideas that come to me as I go about my day. My idea journal has played an important role in the choices I make for marketing my company, adding new services and changing my web site. Every few months I take time to review my idea log. Sometimes I laugh at myself and wonder, "what I was thinking," and other times I wonder, "why haven't I developed this idea further?" After much reflection on my own ideas and time spent managing many client projects I realized that "a good idea can lead to positive changes or chaos."

An idea by itself seems harmless; it can be a way of brainstorming, thinking through concepts or inspiring us to move forward. However, an idea becomes a monster when you allow it to expand without boundaries. If you do not write down your ideas and begin to control them - one idea becomes two, then three and so on while your website or project has stalled. Too many ideas without deadlines and budgets can lead a 3 month project into a yearlong endeavor. Too many times I see my clients let their ideas delay the launch of their web projects.

My expert advice:

Keep an idea journal. Write down your ideas and the benefits you see in them. Let them simmer for a few days before acting on them.

Recognize that change is good. Understand that a website, like all marketing is meant to change. Once you realize this fact you can plan ideas around marketing strategies instead of trying to rush a multitude of changes into a website launch or re-launch all at once.

Use your experts. Let your web design or marketing team play devil's advocate; ask them if they see cons to your pros. Take the advice seriously and plan ideas into phases.

These three important things to keep in mind can save your web site launch or re-launch and save your bottom line. Undeveloped ideas cost you time and money as web design and development costs are based on the scope of a client's project. When you change ideas, you change scope, therefore changing the budget. Clearly defining your ideas will help you plan your expenditures and create strong communications with your web design firm.

If you're planning any changes to your web site or web marketing in 2008 this tip may be a great beginning to a truly successful project.

Do You Want an Expert or Technician?

2007-12-12T11:22:00.000-05:00

Running a small business is hard, a statement that every business owner can identify with. One item we learn early on, is that we can't do it all. We can try to do it all for many reasons, often times because we can't always afford to hire an expert. I understand this issue, and in the past, have dealt with the same thing. How many of you have tried to create your own company logo in Word or Publisher because a graphic design firm was out of your price range? I know my first logo was done that way. However, there comes a time where we all need to realize as business owners, that experts are needed and should be seen as an investment instead of a cost.

The question you need to stop and ask yourself before moving forward is "Do you want an expert or technician?"

Hiring an expert means letting go and putting your trust in someone else who usually knows more than you do about a particular area. In taking that leap, making an investment in the knowledge and experience of someone else, you should see a growth in your business. Our clients hire The Technology Therapy Group because we are experts. We understand the way a customer shops online, what is important in a web site, how to drive traffic and how to retain customers. Hiring an expert means paying more of a premium for their knowledge and experience, and letting their ideas guide the process. Do you want an expert?

Hiring a technician is a completely different experience. Technicians are there to do what you tell them to do, carrying out the ideas you put on the table. Technicians may offer some feedback, but overall they act as an extra pair of hands for your ideas. In the web world, they may know how to code in HTML or create a graphic for your web site, but they are taking your ideas and your way of doing things to the web. Do you want a technician?

As you can see it is important to understand the differences. I try to advise my clients of the importance of certain elements for their web site. For the most part many listen to my advice, while others listen and just do what they want. Be honest with yourself, what are you really looking for? An expert with proven experience to bring your web site to a new level, or someone with the technical knowledge to carry out your ideas? I understand; as a business owner I sometimes had to work through issues myself, but don't hire an expert and ignore their advice. In the end you will both end up disappointed.

Are We Living in a Bullet Point Society?

2007-10-31T00:34:00.000-04:00

We live in a fast paced world of emails, text messages, advertising and phone calls. The question is-how much does anyone read anymore? I'm not talking about sitting down and reading a book. I am referring to reading emails, web sites and advertising. How often has this scenario happened to you? You spend a good 10-15 minutes composing an email that outlines a project or has agenda items, and when the person responds they only answer 1 or 2 of your points. You go back, look at the email, and ask the person why they didn't respond to the other items? Their answer - "I didn't even notice them or I just figured you'd call me with the rest." Frustrating isn't it.

For the past few years during seminars and while advising clients, I have made this comment - "we live in a bullet point society." What does this mean? When you are crafting your web site text or emailing marketing pieces short bullet points seem to draw in your reader. Too much copy can overwhelm the reader who is bombarded daily with so many other communications. Providing your reader with bullet points and an option to read more is a way to accomplish a few key items. Bullet points:

keep your message clear and focused
cut back on overwhelming your audience
track the messages they are reading

Clear and focused points: when you write about your business services and products, stop and think about the words that draw in your audience. Less is more.

Overwhelming your audience:too much text on a particular page may cause your customers eyes to glaze over and move on to another web site. And I do recognize that you need to put important items on your site like privacy policies and FAQ pages. So, when creating these pages try to format the text in a way that is easy to follow. Beware the wordy paragraphs that ramble on.

Track the message: if you are using Google Analytics or something similar you will be able to follow the content your customers find important. Give your audience the information they want right away, and then look at what else they are reading more about.

Marketing Specialist Point of View:
I asked David Cucinotta of the Hue Brand Group a marketing and strategy specialist to give me his Point of View on this topic.

David explains: "Unfortunately bullet point communication is synonymous with the Power Point Presentation....I for one, believe that PowerPoint, and all things resembling a PowerPoint Presentation should be stricken from the business world. The style is over-used and has created an everyday culture that presents information through incomplete thoughts... because there's always another bullet point to clarify the last bullet point.

My personal dislike for the style aside, younger audiences have grown up with and live by this style. The bullet-point has become their thought process, their norm in many ways (insert text message here). In most other instances, I would emphasize that solid writing skills and the ability to present your product or service clearly and concisely, probably has greater bearing on keeping your reader engaged, than does the format in which that information is presented. When coupled with good design fundamentals, your reader will see and absorb the words you want them to focus on. Remember, it's about the attention and engagement of your reader. Once you have their attention, they will drill deeper for additional content."

Let me know your thoughts leave a comment. Do you think we are living in a bullet point society?