Archive for July, 2010

The real price of a website?

Thursday, July 29th, 2010

When it comes to web development it is always interesting to see the reaction of the potential client when I produce a quote.

Smart business owners who know the importance of a good website usually think I am too cheap, the rest usually choke on the price.

See, most people don’t see past that dollar sign on the quote and understand the real potential and power of the internet, and the fact that there are ‘websites’ and then there are online marketing websites.

Every time I build a website I try to encourage the client to think past using their website as an online poster, but create a website that works as a powerful marketing tool.

Sure adding in value might mean paying a little more, but in the long term, or even as little as a week, you will see the returns pay for themselves.

I’d like to share a recent example…I had a potential client who owns a motorcycle shop ask me for a quote on the rebuild of an existing website. The website looked ‘okay’ at first glance, but it wasn’t working as a marketing tool, it was more like a roadside hoarding online, and probably not directly making him any money.
After a quick review I found at least 20 things that could be improved on the website to most likely double his profits, yet when I presented the quote, (which was less than one of his average motorcycles!) he balked at it.

Now, I’m not giving this chap a hard time…I get this reaction a lot from people that don’t understand the power of the internet.

If I were to put it into simple terms for him it would be easier to compare a website to a motorcycle..
Firstly, the difference between a motorcycle and a website would most likely be that you pay a big price for a motorcycle with maybe around 35% of the total price probably going to the dealer, another 20% going to shipping/export costs, another 5% going to the manufacturers big marketing campaigns, which leaves you with a 40% value, which then depreciates each time you ride it. Then of course you have registration, insurance, fashion accessories, etc. Unless you run a postal or courier service, that motorcycle probably isn’t going to provide a return worth way more than what you purchased it for.
(These figures may be incorrect – I build profitable websites, not sell motorcycles, so I am approximating the breakdown of costs.)

On the other hand, a website designed as a marketing tool will most likely pay for itself within months and then continue to make money for you, in some cases while you sleep, depending on what type of business you have. Keep the website for a few years and I usually see a 800% or more return on investment.

So while a motorcycle is fun to ride, I’d love to have someone get me an 800% return on my purchase after a few years.
I’d jump at the chance to purchase one if that were the case!

Yet, explained so simply, people still don’t get it.

So how do you add value to a website to get an 800% return?

Let’s look at just a few of the basics…

Always make sure your website is well branded.
If you have a logo you use for your business/business cards/stationery/press ads, use the same logo and colour scheme on your website so your brand is strong and consistent. Branding is everything!

Make contact simple.
I see so many websites (including the motorcycle site mentioned) that don’t have a phone number visible, or they have it way down in the footer of a long scrolling page. Thats perfect, if you DON’T want people to call you!
always try and keep the phone number near the top of the website, and reinforce it on every page of your site, in the same location, and even throughout your web content.
Add a contact form on your website so people can contact you outside of business hours, and add clearly defined links in your main text that link to the contact form (eg CLICK HERE TO CONTACT US).
And make sure the links actually click through to the page! It’s amazing how many people forget to add a live click through link or forget to test it.

Create a marketing list of potential clients
It doesn’t take much to set up an automated email marketing system with a simple form on your homepage to entice people to join your mailing list. Adding a mailing list to your website is one of the most important marketing tools a website can have, and you will find on average your potential client database will grow around 400% every week!
Using an email marketing system such as Aweber allows you to easily add a contact form into your website, and the contact details of each person that signs up is saved to a database for future email marketing, which is fully trackable for each campaign.

Online Brochure
When people are visiting your website looking for a particular product, odds are they are also going to look at your competitors websites as well. If they visit a bunch of competitors sites there is always a good chance they will forget your web address. Add a downloadable PDF flyer of your latest products to your website, so they have something to keep after they leave your website. Ideally kill two birds with one stone and add the downloadable brochure into the Mailing List subscribe form, so you collect their data each time someone wants a copy of your PDF brochure. Your marketing database will grow fast!

If you are marketing a product (such as motorcycles), they look much better when they are moving rather than a static photo. Adding a Youtube clip into your website is quick and easy and adds another dimension to your website, plus it creates additional online marketing for you through Youtube. Youtube videos allow you to create a live link from the videoclip to your website, producing much more potential traffic for your website.

Online Social Networking
‘Tweeting’ new products through Twitter, and adding the Facebook ‘Like’ button to your website allow visitors to share your product marketing with their friends, who usually share similar interests. This creates a great deal of website traffic for you and potentially a lot more new business. Social Network marketing is a must of the modern age of online marketing.

Search Engine Optimisation
We all know the importance of being on the first page of Google, yet a lot of people struggle to get their website up there.
google is not as complex as many people make out, and a few simple steps can see you reach a page one spot on Google, and retain it. Always ask your web developer to include search engine optimisation when they build your website, and ask them to integrate Google Analytics into your website so you can monitor the results of where your visitors are coming from and how they found you online.

Ask for feedback
Unless you ask your website visitors for feedback you won’t really know how you are performing online. Website visitors’ feedback can really help you create a successful online marketing tool and most people are happy to give feedback if you ask. Add a Feedback form on your website in the footer, or simply ask through Twitter occasionally and review the responses. It’s always good to look at your business from the other side of the window!


Author: Chris Bourke of Devision Design and Web SEO Coach.

Chris is a graphic designer, web developer, internet marketing and SEO expert based in Australia

Follow Chris on Twitter @webseocoach

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When Google says your website is stuffed!

Friday, July 16th, 2010

Every proud new website owner wants to get their business to the top of Google’s page.

After all, they have just forked out cash and eagerly waited a few weeks for their web developer to create the website that will propel their business into the global webisphere, and they are now keen to watch their business flourish from their investment in their new online marketing tool.

But some owners and even the web developers themselves get a little too keen and assume that they will naturally climb to the top of the search engines if they use the correct keywords. Thats partly true, but then some do a very nasty ‘technique’ called ‘keyword stuffing‘.

I inverted the word ‘technique’ because this is putting it politely. Keyword stuffing is not really a technique, it’s an unprofessional tactic – and for a business owner of the website it can be quite damaging to your online presence.

Keyword stuffing is when you see a webpage, usually the homepage, full of the same major search term over and over again.
I have seen some accommodation websites in particular, use keyword stuffing to such an extent that the text doesn’t even make sense any more as the keywords are on the page 5 or six times in each paragraph!

Not only is keyword stuffing a skill-less tactic used by the web developer in an attempt to get a top ranking, but it annoys the crap out of your website visitors.
If your local newspaper or favourite magazine was written this way, would you keep reading it? Probably not.
Your website visitors feel the same way, and will most likely exit your website faster than telling your kid he’s off to the dentist.

But it’s not only your visitors that don’t like this tactic, Google won’t tolerate it either and can ‘Google-slap‘ you for it.
what’s a Google slap? you ask..it’s where Google slaps your website off their search engine and locks you out and throws a way the key. Once you have been Google slapped it can take months or longer to get accepted back onto their directory, and most likely cost your website a rebuild to get accepted back.

It could cost you the extra developer costs in fixing your website, but also cost you more in lost business. It’s not worth the risk to keyword stuff your website!

So if your new website reads like a broken record and is more repetitious than an Telemarketer with a bad stutter, give your web developer a slap before you get ‘Google Slapped’ for stuffing!

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What makes Twitter such a great Marketing Tool?

Tuesday, July 13th, 2010

In today’s busy working environment, and with most people having access to online devices, a large number of businesses like illustrators, software developers, and even the average business person use Twitter to keep in touch with people. Along with newsletters, websites, blogs and many such networking tools, Twitter too is a good way of keeping others up-to-date on your recent happenings. Twitter, if used properly can act as a good business tool or the marketers tool. It can work as an outstanding tool for marketing and promoting small businesses.

So, what makes Twitter, the marketers tool?

There are several reasons that make Twitter, the marketers tool.

1.Twitter allows you to connect with your customers:
The first and foremost basic use of Twitter is to post information relating to your products. Twitter enables you to find out more information about your customers for e.g. – their likes and dislikes about your company, their opinion of your brand, the products they like most and why, their suggestions and feedback etc. Through Twitter, you can get a channel of finding out ways of improving your business and making it a success. So, in short, Twitter provides businesses with a channel to keep your current and prospective customers, well informed and engaged.

2.Twitter acts as an excellent networking tool:

Being a part of the Twitter family can provide excellent opportunities to come in contact with a lot of people you would never have come across otherwise. You get to meet and converse with so many people on this networking site. These people might turn out to be good business prospects for you. You might come across people whom you would like to hire or start a project with.

3.Twitter helps you to create an Image:
Another reason that makes Twitter, the marketers tool is that it allows you to interact, associate and communicate with other people and not just send them your product announcements, etc. Through Twitter, you can portray an image that attracts customers to your business. The ability to change your own Twitter account background into an online billboard for your business or product helps get your image out on a truly global scale to the people you want to identify with. Twitter-specific design agencies such as Twitrbackgrounds.com can create the perfect professional image for much less than you think.

4. Fast way of getting a message out:
You can quickly let your customers know about any news, announcements, special offers and upcoming events through Twitter. A fast way of getting a message out makes Twitter, the marketers tool. Twitter lets you instantaneously spread the word about your product.
There are also a number of free Twitter tools designed to make life even easier so you don’t have to continually log in to Twitter. Tweetdeck and Hootsuite run directly from your computer, like an instant chat messenger, making it easy to share messages, web links, photos and even videos to your friends and followers.

5.Twitter helps you stay with the times:
Being a part of Twitter shows people that you are participating in the social media and you are moving with the times. Just having a website is no longer a big deal today. Using Twitter sends out the message that you too are advancing with the times and hence, people might want to get down to doing business with you. People are always willing to work with businesses that are always ready to adapt to the ever changing scenario.

Today, almost everyone considers Twitter, the marketers tool and having your business on Twitter is the latest trend. Most businesses have become a part of Twitter only because of its excellent work as a marketing and promotional tool. The basic step to make your business successful is by keeping your follower’s expectations in mind and fulfilling them.

Author: Chris Bourke of www.WebSEOCoach.com

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