Website Design Tips for Small Business Owners

I wanted to see all the postcards that we
designed from scratch, and I asked them weekly to be delivered to me and
it’s well over 100 a week of brand new customers that we’re designing for. So, I got boxes of postcards
brought to my office, and I started looking through them and they were
beautiful. But I said, “Let me see what the website looks
like.” It’s so
important that when the person receives a promotional piece that when they
go to your website there’s some congruence there, so that it looks like
it’s the same company. So, I started going to the websites. It was amazing to me how many
postcards had no website listed, or the website was so bad that I
understood why it wasn’t listed. Or it looked really beautiful, but the
whole thing was done in images, so there was no way for the search engines,
Google, Yahoo, Bing, to find this website, and there was no way for the
visitor to communicate with you on the website. There was no place to fill
in my information or ask for more data, no live chat. The Internet is much
more interactive these days, and so I put my head down and I said, “I guess
we’re going to have to do website development because people aren’t being
taken care of out there.” I said once that I would never ever buy printing
equipment, I would never buy presses. “I don’t need this big equipment.” Critical mass, you get to a point where you
better buy the equipment, so now I have all these presses, and now we develop
websites. It’s actually
been going fantastic. If you look at that, we have over 50,000 customers
and we’ve been doing it for a couple of years, we’ve only developed
about 300 websites so far. But
300 is a nice, hearty number. I can tell you that there are many website
development companies out there that never even touch 100 websites in the
entirety of their careers. But because we have such a large customer
base, we were able to offer it slowly to certain
customers, and it’s going quite well. It’s very important that the website is developed
in such a way that the search engines can find it, that there
is a way to capture the identity of the visitor, that it makes the visitor
want to give their contact information to you, that there’s a flow to
the website. You’re leading them
some place. You want them to go some place. So it can’t be too busy. So
there’s an aesthetic function of the site. There’s the functionality, the
marketing functionality of the site, how it’s programmed. Then, you need to have a blog anymore. I know that sounds horrible, because
who wants to sit and write a blog all the time? But if you update it even
once a month, that’s going to help the search engines find you. A blog just
stands for web log. It’s just a page that you can upload information
on yourself, and it just scrolls down in chronological
order of when you post things so that you can maybe, post testimonials
on that page. You can post
anything you learned in your business that you think would be very helpful
to the customer, even if it’s just a few sentences. I’m sure that all of
you have an experience where you worked with a customer and it was really
terrific the way you handled something. That would help somebody in your
industry, a customer. You want to write things that’s going to help
the customers, right? So if you can tell a story… You don’t have to be a
great writer. People appreciate conversational writing,
so I’m trying to take the horribleness out of blogging. But it’s actually pretty good once
you get rolling on it. But it’s important to have that on your site,
because a site that’s updated often gets found faster by the search engines. So now we’re also setting up
pay-per-click management for business owners. What that is, is you know
when you go to Google, you see at the very top there’s a beiged out area,
where there are sites listed. Then down the right-hand column of Google,
you’ll see sites listed. Those people are paying every time you click. They’re paying to be on that first page or
second page. So, we can help you
set that up. We can help you set up Google Analytics, which
is a beautiful thing. Google Analytics is free, and it’s basically
some code that’s added to your site, so that you can go on Google
Analytics, log in, and see how many people visited your website. So when your postcards go out, you can tell
they hit because you get a lot more people visiting your website. Then you can even say, “Wow. I’ve had
1,000 people visit, but I’ve only gotten 100 leads. Let’s see if we can
tweak the site and make it more comfortable for people to give their
contact information.” So you can use Google Analytics even to see
what pages people are leaving your site from. Let’s say they’re on your
homepage. Then they go to your gallery. Then they go to your pricing page. Then they go to the About Us page, and maybe
they leave from the About Us page. Well, probably if you don’t have a mission
statement, maybe a video with you saying something very sincere about
your purpose for helping people with their construction needs, that
they’ll leave there because they didn’t like you. They lost trust in you. So there are just ways that you
can analyze your site using Google Analytics so that you can improve it. So I hope you’ve learned a lot from what I’ve
been telling you in this past hour in terms of marketing. But I wasn’t expecting you to become a genius
marketer in one hour from listening to me chat. So what I’d like to do is
I’d like you to take the opportunity to call one of my marketing
consultants and let us figure out a campaign for you because I feel very
confident that we can help you take your business to the next level. That
we can help you put a campaign in place that you can afford that doesn’t
break the bank, but you’re going to have to take some trust in us and take
some risks in marketing. It’s never a lay-down. Take your business to the
next level. How many quotes do you need to do in order
to make a sale? How
many sales do you need to take your company from where it is now to the
next level? What’s the average ticket of a job that you
do? If you figure
out exactly what you know that you want and what you need, we can take that
and work it backwards for you and figure out what campaign is going to get
you there.

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