CMS Web Solutions

Strategic planning precedes web design. In Oshawa recently, I had a meeting with a business that had the variables one requires to capture a Canadian vertical market. Even though we’ve done hundreds of websites, I got excited about this one! Here are the variables with this project that we can all learn from. It’s for those small owner-operator retail operations that wish to capture business through their website:

1. A specific niche that doesn’t have a lot of Canadian competition

It could be a specialty product or higher end service. The more unique, the easier to optimize a website inexpensively.

2. A brick and mortar operation.

People are more comfortable ordering from a “real” store. It’s even better when the competition is only online.

3. A US firm that wants a Canadian distributor for their product

We’re actually healthier up here than in the States. U.S. firms are looking to sell products. If they are willing to drop ship for you (you get the order, they deliver to the customer), even better.

4. A growing reputation as an expert in the niche you’re after

Your audience needs to know you. They like dealing with the best or most knowledgeable. Your suppliers are more comfortable working with you. You are a leader within that niche community. Others speak about you.

5. You have a price advantage

Maybe you can sell lower than MSRP. In this particular case, the business was going to install the product making a profit. This allowed them to lower the parts cost a bit and capture market share. The supplier still gets the sales, but eliminates having to deal with customer service issues.

6. The Business was owner willing to invest and act

Ideas are a dime a dozen. Real business owners see an opportunity, invest in it and then act. Others navel gaze.

The addition of a website to the strategic marketing mix has added additional complexity, but also added opportunities unavailable before their arrival . We’ve been fortunate to see what works and what doesn’t when it comes to website strategies and web design. In Oshawa last week, I was reminded how much opportunity is still just laying there ready to be snapped up for those businesses ready to act.

When a business owner hears that my firm does web design and Internet marketing they begin asking questions. Does social marketing work, how do I get on the first page of Google, what’s new in Web Design? In Pickering last week, someone asked me what was the most important thing about a website, I naturally answered “content”. They just looked at me strangely. But THAT is the key. Writing good relevant content that speaks to your target audience works. And please don’t give them the information you want to say, instead give them information that they are looking for in the way they want it. People love when they read information that connects with them. Don’t you? I know Google loves it; their company is built around finding “relevancy” with content. Look at it this way, a best selling book is all about good content that speaks to the reader. Yes the cover may intrigue you and you end up picking up the book, but as soon as you start reading, you’ll choose to buy it or put it down. It’s the same with a website. You look for a topic, get a first impression though the design of the site, then you start reading a bit. It’s the relevant content that keeps you there longer. So if you are building a website, yes insure that it is professional, built to web standards, loads quickly, tested on various browsers, built search engine friendly etc. etc. But remember, good web design is really all about the content.

• YouTube is now the second most powerful search engine next to Google.
• YouTube results are starting to be returned by Google.
• How are you using YouTube to your businesses advantage?
• Link YouTube videos on your blog. (Google loves Blogs.)

80% of what makes up a properly built website is underneath the surface, something you won’t see. Unless you know what to look for you’d never know if it is built properly. A pretty red car might look like other pretty red cars, but unless you take it to a mechanic to check out how it’s built, how would you know? It’s time to start asking the tough questions of a prospective web design company. Do they build to web standards, test on various browsers, optimized for search engines? Have they been in business long, how is their response time and service? Websites are much too important not to be taken seriously. Just because someone has a digital camera doesn’t mean they are a photographer. Just because they sell media or advertising doesn’t mean they build good websites. Get informed, ask the tough questions and select carefully.  Your business is counting on it.

More and more businesses are beginning to ask for cleaner business websites with less information crammed in. They are finally noticing what we’ve been telling them all along: visitors skim a website, they don’t read every word. We now flow people through a website to the desired page and action. Website design is also becoming more targeted. It’s not unusual for us to have one web design targeted at one audience for one service and another for a different service. As the Internet highway becomes busier, carving out and owning a piece of it is becoming the norm. But beware. It’s getting very competitive out there.

Each week we get a few calls that go like this “my web design company went out of business/disappeared HELP!” As the economy gets more challenging, one-man web design companies are dropping like flies. Before yours does I suggest you do these 3 things:

Business websites have become much too important not to be taken seriously. Technology needs to be backed up. So does your businesses website and web design company.

If your tires are warn, paints a bit scratched and your engine is running rough, do you go by a new car? I doubt it. So why do it with your website, especially in these tougher times?

Remember when you had to create a website from scratch? I bet the toughest part was writing the content. The good news is that the next time you redo the website, it will be far easier as the content usually only needs some sprucing up. So what can you do to spruce up the website and get the best return on your dollar?

Here’s what I recommend for Realignment:
1. A new visual that keeps your branding intact but looks more modern.
2. Optimize the website for the search engines. Many earlier websites were built as glorified brochures. Websites and Internet marketing are now serious business. Small changes can increase traffic dramatically.
3. Ensure your website is built for the visitor, not you. Provide the information they need in the way they need to see it.
4. Ensure the code is up to standards and that the site is tested on various browsers including handheld PDA devices.
5. Analyze your traffic data and adjust the navigation of the website to reflect the flow patterns, thereby making your site more user friendly.

A realignment will do wonders for the effectiveness of your website and cost far less.

The answer is quite simple: It’s were you get the greatest return on your marketing investment. But how do you know where you get your best return? You measure current marketing activity and adjust. If you don’t measure you can’t manage. Marketing is an ongoing process, not a destination. What works today, doesn’t necessarily work tomorrow. You only need to look at the declining state of traditional print advertising.  A growing number of businesses are shifting marketing dollars over to internet marketing. But even they make the mistake of not measuring when a website is a perfect data gathering tool. The smart business people I know measure, whether it’s their business plan, marketing, operations etc. They then review and adjust based on data. As data indicates problem tends, solutions can be implemented. If you struggle measuring use a little saying I’ve been using for years: “if you have a problem, make it a procedure and you won’t have the problem anymore.”

People wonder why I’m such a positive person. Women think I’m wonderful because I pitch in by cooking and cleaning. I do laundry and iron. Heck I even bring home flowers for my wife. I’ll give you my secret, but I wouldn’t wish it on my worst enemy. You see my mother contracted cancer when I was in high school. She lived for 10 years. I learned to help out by doing the chores around the house. I learned at a young age that each day was precious. I was reminded again this week. You see this week alone my cousin’s wife learned she had cancer, a friend’s husband is in surgery today for it, my aunt is waiting for her biopsy results and another friend is flying out tomorrow for an east coast operation.  Cancer is an evil disease and all around me. Many business people are freaking out right now with the economy, like it’s the end of the world. But those that are sick and afraid remind those of us that are healthy that bad economic times are not the end of the world. Economies eventually heal. They are not terminal.

Feeling down? Give your head a shake. Hug your parent, spouse, child or friend. Dance in the living room. Tell a bad joke. Laugh hard. Enjoy each precious day.

The Net Generation, a group bigger than the baby boomers, has a leading edge age of 32 and a tail end of age 11. More of the Net Generation voted in the last US election than those 65 and older. They are very comfortable using technology and the Internet is their primary source of research. So how does this impact your business? Managers are increasingly hiring younger people. I suspect they naturally delegate Internet related research to them. So the Net Generation is increasingly providing recommendations and influencing decision makers.
So what happens if your web presence is weak and doesn’t answer their questions in the way they want to see them? Remember, your website is your window to the world. Make sure it speaks to your target audience.