Small Business Helper > Free Web tips

4 MAIN STAGES TO WEB SUCCESS
... via the metaphor: Car Journey

'WHY' are you travelling?

'WHO' are you visiting?

'WHAT' are their needs?

'HOW' do you get there?

You don't travel without good reason, equally you shouldn't create marketing materials (website, flyer etc) without purpose, objectives, goals.

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

Packing and preparing for your passenger helps ensure all's well during your journey and also when you arrive.

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

EXAMPLE
I want this flyer/website to get me 'x' increase in x type sales.

EXAMPLE
A clear profile of your ideal target customer makes your next step easier.

EXAMPLE
​Ensure your content helps your pre-identified visitor & their problems.

EXAMPLE
​Web Content for Google, Twitter, Facebook etc.

Interpreted into a Process ...

1. e-Business' Modelling 

Set 'business' goals.

PROBLEM
​What can or should you expect from your marketing efforts?

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2. Know your TARGet

Identify your Web Markets.

PROBLEM
How to ? ...
Place content in front of 'the right prospects'
+ 'many'
+ 'convert a high % of targets into an enquiry or sale?

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3. Plan your CONTENT

Structure your content.

PROBLEM
​What Content/Ad do you write?
+ How do you structure it all? (including headings etc)
+ and Why?

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4. PROMOTE your OFFER

Make your website work.

PROBLEM
You've a contetnt and need more viewers,
+ need to higher quality visitors
+ Deliverable channels are overwhelming
+ Revise for Social Networking to SEO and E-mail marketing.

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GUIDE ANSWER
At its most basic, a Webpage is a 24/7 flyer.  However, at it's best ... it's a business and income 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, or, phone us for free advice!

GUIDE ANSWER
Enquiries will come ONCE you've identified:

• 'Who' (customer profile) you need to be found by
  +
• 'What' (their problems) the keywords they type into Google (your market)
  +
• 'Content that solves' your searchers problems.

Draft a word doc, or, phone us for free advice!.

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

• Note monetary keywords & phrases (identified in Step 2) by offering.
• Call us for our free 'Page Planner' template to be sent out (no obligation).
• Draft your content into our free Page Planner Document.

​Draft a word doc to simply begin your process of drafting what sections you might need and content so such.

GUIDE ANSWER
The wrong Web Marketing will waste your time & effort.

• eg. If a consumer driven business; it's likely you'll get the best ROI from  business.facebook.com
• eg. If you need to get in front of business owners and/or decision makers, then it's likely LinkedIn will be best.
• Google AdWords requires a budget in excess of £300pcm - so MUST BE HANDLED CORRECTLY! Else you'll likely risk lose a lot of money.

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Elaborated into guidance
...what to do at each above phase.

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Apply Business principles
Many forget business principles when it comes to creating Marketing Materials, as it's too easy to get caught up in the vehicle or medium (eg.Flyer or Website).

MINIMAL / NO PLANNING
... as an entrepreneur / business owner, there is always merit in 'getting started' and doing a 'good enough job' and 'will do for now', as many who don't get started don't make sales or are much slower at making sales.

... Just don't expect it to do much for you, or remember perhaps why you're frustrated in months or years to come. IMPORTANT: Make sure that 'at least' you're minimal effort here doesn't do you an injustice or detrimental to your prospects who check you out first.


IDEAL PLANNING
Ideally, don't think "How can I 'build' my website? What content shall I 'write'?", instead think: "What business 'goals' am I hoping to achieve from this marketing piece?" (be it website or flyer etc), "What sales am I hoping it's going to help with?" "How many Sales or enquiries over what time?".

'A ROAD MAP'
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 time or money belting really fast in the wrong direction?

Once you know 'who' your website needs to attract, you'll be clearer on the appropriate 'web content' and even 'marketing vehicle' to 1.Please them and 2.Get you in front of them.

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

Write of Solutions
So...

• you've identified the keywords actually used by your buyers
  
• in order to write problem solving content which attracts
  
• and then converts (gets them to enquire or buy).
  

Then you need to structure to organise your brilliant content into an intuitive easy to use way.

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 'easily' 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.

Which Web Channel?
There are many ways to get you or your content in front of your target audience, in Marketing speak 'Channels to Market'...

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

THE KEY: 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. Someone searching for "Swansea AdWords Web Consultant" is far more likely 'ready to buy' than someone searching for "Web Consultant" + it's easier to ranked for such as there'll be far less web competitors.
  
  
• A LinkedIn Strategy.
  'IF' you're targeting businesses, then LinkedIn is the most likely (of all Social Media) to get you in front of the right buyer.

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

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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
  
• + Ask us for anything that you may like in the report.

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 Fill out our short-form on the right >