Small Business Helper > Free Web tips

4 MAIN STAGES OF WEB SUCCESS

VIA the analogy of a 'Car Journey' ...

'Why' are you travelling?

You don't travel without good reason, equally you shouldn't build a website without purpose.

'WHO' are you VISITING?

You rarely travel without having a destination in mind. Your Clients are your destination, know 'what they look like' and 'where they are' in order to find them.

'What' are their needs?

Packing and preparing for your destination helps ensure All's Well during your journey and also  When You Arrive.

'How' do you get there?

Some potential passengers are waiting at bus-stop's or calling for taxi's - anticipating 'where your potential passengers are' is key.

1. e-Business' Modelling 

Set 'business' goals.

PROBLEM: What can/should you expect from your website?

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GUIDE: At it's most basic a Webpage is a 24/7 flyer. At it's best, it's a business in itself.

AT IT's BASIC...

• Save you time.
  
• Increased visibility.
  
• 24 / 7 info & contact.

AT IT's BEST...

• Generate Prospects & Leads
• Make Sales & Transactions
• Create 'other' opportunities.

Draft a word doc on what you'd like your site to do for you.

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2. Know your Web Market

Identify your Web Markets.

PROBLEM: Your website needs to get found by the right people/prospects + get found lots + turn your visitor into an enquiry.

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GUIDE: You can only achieve the above if you've identified:

• Who it needs to be found by
  +
• What keywords are searched for most often (your market)
  +
  
• Know your searchers problems and plan content that solves.

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A map if you like.

Like most things in life, if you can't see where your aiming how can you get there? Start walking and hope for the best? or worse, waste lots of money trying many and wrong directions?

Once you know 'who' your website needs to attract, you'll be clearer on the appropriate 'web content' and even 'marketing vehicle'.

E.G. OUR Target

Whilst not all encompassing, our 'typical' target customer in the sense of this website can be seen as...

• Owners and Decision Makers of Small Businesses.
  
• Employee size:
  5-20 employees.
• Business Age:
  Start-up to 10 years.
• Geographic:
  Swansea & UK wide.
• Web Expertise:
  None to Established.

Our web marketing attracts such visitors. Once they arrive here, this website aims to deal with their typical issues.

Target ProfilING

• Have you produced an Ideal Target Profile?
• Who is your likely ideal customer?
• What do they search for?
• What are 'their problems' that 'your product' solves?
  
• What's their Demographic?

Where do you start?
Get our Free Template

3. Plan your Website

Structure your content.

PROBLEM: What web content do you write? + How do you structure it all? (including naming of pages) + and Why?

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GUIDE: Having thought out the first 2 stages (to the left), you will be in the position to

• Categorise your keyword/phrases (identified in Step 2) by offering.
• Call us for our free 'Page Planner' template to be sent out (no obligation).
  
• Write your content into our free Page Planner Document.

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'WRITE' OF SOLUTIONS

So, you need to identify the keywords actually used by your buyers in order to write problem solving content which attracts and converts. Then you need to structure/organise these keywords into pages

The 'Buyer Readiness Stage' explained

1. What answers and guidance will they like?
2. How can you make a difference?
3. What options do you provide?

Answer the above 'well' and you'll

• be liked for having taught / solved something,
• your buyer or influencer will have found the option suited to them!
  
• Their next step can only be Contact.

Buyer readiness

Before someone is ready to buy, the proceed through certain stages. Consider the following when writing your content.

1. Awareness
   
2. (How will they find you?)
3. Knowledge
   (What will you teach them?)
4. Liking
   (why will they like you?)
5. Preference
   (What options do you have?)
6. Conviction
   (Why choose you?)
7. Purchase
   (Is it easy to buy?)

WRITE & re-write

Whether pre-sales or post-sales, re-thinking your content is always a good thing. Perhaps a smarter 'Contact Form' could include tick boxes that promote/cross-selling your other offerings? Or offer more ways for people to buy - many battles are won in the plan.

4. Market your Website

Make your website work.

PROBLEM: You've a website and need more web visitors, or, to improve your type of web visitors - But your web options are overwhelming, from Social networking to SEO and email marketing.

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GUIDE: Just as a small car for a long motorway journey can overly cost you money or time, so can the wrong Web Marketing.

• If a consumer driven business; you might want to especially focus on the likes of Facebook.
  
• If getting in front of business owners and/or decision makers, then perhaps LinkedIn.
• Google AdWords lends itself well to most businesses but MUST BE HANDLED CORRECTLY! Else you likely risk loosing a lot of money.

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WhICH web channel?

There are many web channels to consider,

• Pay Per Click Advertising
• Social Media (Facebook, LinkedIn)
• E-mail Marketing
• Print Advertising
• Banner / Flyer Promotions
• Networking
  

... however, knowing which are right for you and how & when is the key.

EXAMPLE SCENARIO:
Your business offering needs to be in front of 'Business Owners' and 'Influencers' who are ready to buy.

POTENTIAL ANSWER:

• A Google Ad Strategy.
  A Google Ad will get you to the top of Google same day, but consider longtail phrases/searches (4+keywords). e.g. Swansea AdWords Web Consultant is likely to generate us far more enquiries than someone searching for
  
  +
  
  
• A LinkedIn Strategy.
  LinkedIn is the mosty likely (of all Social Media) to get you instant 'Prospects' to target.

MORE TIPS

ON THIS PAGE ... (free web tips)

FREE TIPS & ADVICE
... change your mindset > Short-Cut & Prioritise > Avoid common Web Mistakes
FREE GIVE-AWAYS
... change your mindset > Short-Cut & Prioritise > Avoid common Web Mistakes

" You've probably found the same as other Business Owners...
that your web marketing hasn't worked the way you'd thought or hoped. "

Why an easy to use Site-builder means more success for you...

Design, build, change from Free to $70pa.

In our experience: a less than 'simple to edit' site = an underperforming site.
WHY? Either you grow your 'website content' frequently or you pay someone else to.

• Easy = Your website stands a better chance if you actually update your website.
  
• Weebly's system is the best feedback we've had from all business owners.
• It's VERY fast & simple to use.
• Plenty of great looking templates to choose from.
• New great features added every month.
• Weebly's app makes it easy for you to edit your site instantly, even on the go via your Smartphone.
• The Free version is very good!
• The Pro Account is extremely cheap
  - We suggest the all access Pro Account for only roughly $70 a year (this used to allow you to build 10 websites too) subscribe prior to January 7th 2013 as the deal will change for good!
• What's more, 'IF' you still want support, we know this system inside and out and we can accommodate most issues/customisations for very little cost to you.

Here's a shortcut if you're interested to try a free website for your business with Weebly!

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1. Web Psychology Tips
... change your mindset.

First & Foremost, you should plan how and why your 'Web Strategy' will:

1. Save you money,
   and/or,
2. Earn you money.
   

Do you know how your website achieves such? 

WEB PSYCHOLOGY THAT'll HELP YOU ...
Ensure you understand 1.where prospects will come from and 2.what they'll do when they get there - Do not assume your web person will be thinking this way!!

• Do your keyword research before you do anything else, or even better, get us to research & advise on what keywords will likely lead to buyers (it's not as simple as you think).
• i.e. Do you target any 'suffix forming nouns' at current?
  e.g.If you are a Builder of Home Extensions... Targeting Googler's  searching for "Extension Builder" is more likely to get your site in front of buyers, than targeting those searching for "House Extensions".
  
  

Defined: 'Suffix Forming Nouns' ...

1. A 'person' or 'thing' that performs 'a specified action':
   EG.TARGET > reader; decanter; lighter.
2. A 'person' engaged in a 'profession', occupation, etc:
   EG.TARGET > writer; baker; bootlegger.
3. A 'native' or 'inhabitant' of:
   EG.TARGET > islander; Londoner; villager.
4. A 'person' or 'thing' having a certain characteristic: newcomer; double-decker; fiver.

THE MAIN REASON FOR WEB FAILURE...
It's much to do with the mindset of your web supplier and whether or not they 'lead' you on the keyword aspect. That is:

• Most web developers focus on their web coding practice,
• Some focus on design,
  
• Few lead with business impact considerations.

THE SIMPLE TEST - ASK YOURSELF:
Has anyone advised you of 'THE' Keywords you should be targeting? ...most likely not!

2. Web Development Tips
... common mistakes to avoid.

A few can be seen further below, however, for a free and extensive check-list, request one here:

TIP 1:  Communicate in 3's steps to Clarity.

1. You've heard that people remember things best in 3's?
   ...always try to communicate in this way.
2. Always try to appeal to Human nature!
   ... Don't overwhelm your prospect / reader; make their choice clean & simple - these days everyone's increasingly pressed for time.
   
3. Know what your reader / prospect needs.
   ... Don't write about yourself, write about the benefits to the reader.

TIP 2: THE Top Reason for Website failure ...

Perhaps like most business owners, you've found your website doesn't do what you thought it would?

MOST LIKELY FIX ... You need to start with (and get guidance on): What you're target customers are 'searching for' right now in Google.

WHY? ... To know the fix it's best to identify the root cause 'How to research a Web Market' - don't start web changes without such!

3. Short-cut & Prioritise
... think smart, save resources.

EFFECTIVE ADVERTISING
What's the most effective web advertising for your business?

ANSWER: Consider Google Advertising to test out the assumed keyword market (see first column).

We're selling 'help' - not websites
... pay us to help you.

This page will give you an overview of what we often find ourselves suggesting to business owners.

Common things we hear...

• We don't need a website.
• We had a website and there was no difference to our business.
• All our work is word of mouth.
• yadda yadda yadda...

CONSIDER THIS:

1. Do you have ANY competitors?
2. If your competitors were getting heard or seen more than your business... is that a good thing?

effective advertising...

Reduce / Rid monthly hosting costs

Top of Google for £45?

Try a portion of your spend with us...

TIPS - Try Understand your Buyer's Psychology...
...that'll likely increase your bottom line.

Buyers don't buy sometimes because...

• the fear of making the wrong decision,
• the fear of taking that leap of faith,
• fear of the unknown
• overworked and under pressure
  
• Today’s modern buyer wants to look good with the decisions 
• that they make. It’s your job to make them look good
• the protection of making decisions by committee
  
• Value uncertainty - benefits outweigh the costs.
• usability means the product will be exercised and therefore benefits will grow.
• Customers vision, mission and overall image aligns with their own
• tell them something that they don’t know
• continually educate your prospects throughout your sales process and in- 
• between contacts
• Offer advice, send them useful information and educate them - resell links.
• Position yourself as a “partner” rather than a “supplier
  
• Use a framework from which to work from. Use mind maps, plan more than ever before and be flexible in your approach
  

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CONSIDER:

• How can your website be found by those searching right now if: you've not researched 'who searches for what' of a month?
• How can your website convince your visitor unless: you know 'what your visitor wants'?
• So, you can't write about what the visitor wants to see unless you've 'identify the problems they search for' in the first place.

ANALOGY: You can knock many doors trying to sell a Ferrari, chances are you'll knock 1000's in your neighbourhood and you'll not sell one.
DID YOU KNOW? If you were selling cars, the difference

FREE TOP WEB TIPS 
...before you start

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OUR GIVE-AWAY - WEB CONSULTANCY FREEBIES

Free Google Analytics Setup
,,, What's the catch? 

We offer this because:

• It's a tiny bit of our time in exchange for your contact.
• It demonstrates to you some level of our web expertise & detail.
• You'll like what we we've done so much, we know it's likely you'll engage our services for something else.

YOUR WEB ANALYTICS REPORT ...
At a basic level: Every month you'll receive an e-mailed Google Analytics PDF report. It will show things like:
keywords vs. traffic source, keywords vs. bounce rate, landing page vs. bounce rate, this months performance vs. last months + some other stats and views as we improve this offering + Ask us for anything that you may like in the report.

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