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.

Labels: emarketing, web design, web marketing, website growth

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?

Labels: emarketing, web copywriting, web design, web marketing

Over the past few weeks I have been reminding my clients that the holidays are just around the corner, and the need to plan their web changes is an important strategy for sales growth. It seems to many of us as consumers that the holiday marketing and promotions start too soon, and yet as a business owner I recognize the need for the early push. I know you might be asking yourself if I have a service business this blog doesn't apply to you - that is just not the case. Shoppers today not only buy a physical gift but also services in the form of gift certificates. I have had family members purchase a software training package to help their father or aunt better understand how to use computers in their business. This is the time of year for businesses selling products or services to focus on what they have to offer for the holidays.

Start with What You Know--Your Existing Customers
Your existing customer has already invested in your goods and/or services now is the time to reach out and ask them what they would like to see for the holidays. This is a slightly different approach than just throwing a sale at someone. It takes extra time but you will find it profitable and enlightening. Customers like to know their opinions matter and asking them what they want to see will cut down on the time it takes you to create packages that just won't sell. Before you reach out prepare a few ideas to discuss with them everyone needs a conversation starter. If your audience is too large to start calling, why not create a special page on your web site exclusive to existing customers for a week in November. This will remind them to shop early and give them a sneak peak at what you have to offer. I would recommend creating a promotion for existing customers only like free shipping. Free shipping seems to be everyone's favorite discount online.

Planning Prevents Poor Profits
We all know we have to plan but it is good to be reminded. Sit down today look at a calendar and work backward. When is the last day you can ship anything to be there on time? You will want to put that on your web site right away and even in your emails. Cyber Monday (this is the Monday immediately following Thanksgiving) it is a busy day for online shopping. You may want to plan an email blast to be in your customer's mailbox on that Monday morning. You should also plan for exactly what date your holiday graphics show up on your web site? When planning do not only plan up to the holiday, plan for after the holiday as well. Many people return presents, and may want your product instead, so don't forget to put that in your plan. If your a service business like a spa you will want to plan the mentioning of your holiday hours. Oh and don’t forget if your planning Pay-per-click campaigns for search engine marketing - now is the time to get started. Preparing your plan will help you stay on track with less stress for this busy season.

These are just a few ideas for getting your company engine ready to go for the holiday, there will be more to follow. Please add your thoughts, ideas and even your web site of products for the holiday, by clicking on comments below.

Labels: emarketing, marketing online, small business marketing, web marketing

I am a busy modern day women like so many others today, and I use the web to take care of things I do not have the time in my hectic schedule to accomplish. Last night I picked out some cute sundresses that should be arriving next week. Tonight I decided what I wanted for my birthday was a day at a spa. I have been to a few spas on recommendations in New York and visited a few vacation spas so I know what I am interested in and for me the first thing is ambience. The spa needs to have a certain relaxing feel. Next I usually evaluate packages, services and rates. This evening however, I am feeling rather stressed searching for a spa in New England. I know it seems silly to be feeling stressed when looking for a place to de-stress but I am. More than half of the spa web sites I visited did not have pictures of the actual facilities and the other half had maybe one or two images and then shots of people (most likely stock photography) enjoying spa services. I don’t have time to run around and visit each spa and see if it meets my needs so I tried to visit online with no luck. This made me wonder if company’s realize why people visit their web sites? Have they asked the important questions about the message their web site is sending?

Does your web site really express your message? A day spa’s message is to show potential customers how their location can help melt away stress. How can someone get a good sense of what that will feel like if they do not know what the spa looks like? As a customer I don’t want to arrive at a spa and be disappointed because I was hoping for one kind of environment and received another. That will cause me to be uncomfortable in a place where comfort is part of the experience. Your web site is part of the experience. It is a way to make a first impression. Each of the spas I found on my journey this evening were listed on Spafinder.com and I visited over 20 spas and only found 2 that gave me images of the actual spa itself. I had my credit card out ready to buy and each one lost the opportunity to close the sale because they missed the point of their web message.

When we work with our customers to design their web site, we don’t ask them to tell us about their company, we ask them to tell us about their clients. We ask them to give us reasons why clients chose to work with them over their competitors, and we build from there. This is just a starting point but an important one. If you’re driving traffic to your web site and no one is buying – maybe it is time to think about the message your sending. Show your potential and existing customers that your about their needs – not your own.

Labels: emarketing, web design, web marketing