CMS Web Solutions

In an internet marketing consultation session this morning, I reviewed a client’s website contents with them. What I noticed was a common occurrence that is subtle, yet has enormous implications. The client forgot that they were talking a single real-live human being who, like themselves, had their one head and 2 eyes glued to their monitor screen.

The client’s communication was similar to what you might find on a brochure, speaking to the masses rather than to one person. It wasn’t personal and it actually distanced themselves from the visitor. If people don’t feel connected to your content, they will simply leave. How do you do that? Simple, write as though you are speaking to only one person (because you are). Put a face on top of your monitor if needed (call it your ideal client), and write directly to them. What interests them? How do they like information presented to them…a picture, video, story?

Use technology to get closer to your audience. Write content that is personal and practical to them. The better and more useful the experience is to your ideal client, the more effective your website will be.

The world is shrinking. Canada’s luster is tarnishing. After watching other countries performances in the Olympics do we still believe that we are the country skilled and talented people from around the world want to live? Skilled immigrants are starting to find other opportunities around the world, increasingly, in their own country. Look at how far China has come. $700 US a ticket to the opening ceremonies. Scalpers getting $2,000 per seat for the China/US basketball game.
Canadian Companies need to start realizing, and fast, that China, India and other emerging countries present both competition and opportunities. You really need to start strategically thinking about your company’s website and web design. Whitby is home to Jim Flaherty, Canada’s finance minister. He travels around the world promoting Canada as a wonderful place to invest. People from around the world in various industries might be visiting your website. Are you ready for them? Can they find you? When they do is your site easy for them to navigate and contact you? The days of simple little brochure websites are over. We’re in a global economy. It’s time to start thinking like a Global Company. If you aren’t, just watch the Olympics; look at the various countries kicking our butt to see who will replace you.

Do you ever do research on the web? Ever research real estate on the web? Do you judge a home on what you see in on the Internet? Do you think if you were buying a business that you might be inclined to do some internet research on the business you were considering? What would you think if the website was horrible?
Whether someone is buying your business or considering your products/services, you only have one chance to make a first impression on the web. Design your business website so that it’s always a good reflection of your business. If not, fix it…fast.

People now use the Internet for research in such large numbers. (Don’t you?) If you have a business and don’t have a website presence, how do you expect people to find you? That’s like not having a phone number in the phone book. It doesn’t have to be a large website as long as it’s professional and has the information your target audience is looking for. We recently did a small site for a company that does landscape design and garden “renewals” Simple, inexpensive and it does what it needs to, no more, no less. www.perspectivelandscapes.com Times have changed in website design. Toronto and Port Perry are no different than anywhere in Ontario. Regular marketing is the same as internet marketing. No presence, no business…period.

In just 5 hours Firefox 3 set the record for most downloads in one day. If you’re asking what the heck Firefox is, you’re missing one great browser. Browsers are the things you view websites with. For Microsoft it’s that ‘e’ symbol. (It’s surprising how many people we are doing web design in Durham for that didn’t know that.) It’s time to expand your horizons. For us web design in Toronto and the GTA just got a little faster! (Insert images of joy). It seems this browser is actually a lot faster than Explorer. The faster we (and you) can download websites for work (well, ok and for personal use) the better. I’m just kicking the tires of this new puppy on the Internet highway we affectionately call the web. Design your own customized Firefox browser with its many plug ins. 25% of people use Firefox and growing. What do they know that you don’t? Have fun, download it check it out.

Update: July 10,2008. See the data on how many people are currently using the new Firefox since launch

Lately there have been many online directories showing up. Newspapers are getting into the game by charging a hefty monthly fee for the privilege of their directory, with your listing, coming up high on the search engines. But are people using them to find you? I ask this because I tend to skip through the first few listings knowing they are directories to find a “real” website. I asked my wife what she does and she skips them as well. What about you? I think the jury is still out, but I’m starting to suspect that as the directories grow in listings, the more competitors will come on board and the more diluted it will become. Now I’m not saying don’t list in directories, I strongly believe the easier it is for a prospect to find you the better. Plus the more links coming into your website from external websites the better. I’m just wondering if the cost verses benefit is there and if the monthly fee can be spent differently. And there are free directories out there as well.

I had a great discussion today with a client about Web Design. Port Perry, along with having this years Playboy Playmate of the year, has some pretty great business people. Today’s discussion centered on exactly what is Web Design. Toronto is where this particular client’s business is. He noticed that the majority of the clients he deals with have websites that aren’t getting the results his is. He was picking my brain as to why. I explained that before we build any web design project, we ask the client what the purpose of the website is, who the target market is and what the target market is looking for. We emphasize that the website is for the visitor, not the company. “That”, I said, “was what designing a website is really all about”. It’s starting with the visitor and working backward, not the other way around.” That’s the sweet spot, or should I say centre fold.

Did your battery go in your car’s electric door opener stranding you in Toronto? Try the key. Can’t find a Pickering phone number on the web? Try a phone book. Email not working? Try a telephone; it’s designed for that too. Nothing is perfect. Stuff happens. Business goes on. Relax. Breath. Then remember there are always options…unless you forget there are.

I was having a great discussion with a fellow Website Designer in Ajax recently. We both agreed that most businesses are still not capitalizing on the strength of the Internet to capture new business. Most still see their website designer as a sort of “brochure” developer rather than as a strategic marketing partner to help them go after new business. It’s gratifying to watch our video testimonial from 3 of our Whitby clients talk about how we’ve helped their business grow. What’s everybody else waiting for?

The other day I was teaching a class of new businesses about websites and marketing and out slipped the words “people vote for your businesses with their dollars”. For days after that statement, I pondered that statement. How true that is, especially for a B2B service business. A potential customer must, like your business, believe you will do what you said you will do, believe you will look after their best interests, and be assured you will be around when they need you. How do you “get votes” for your service business? Well, you need to develop a great reputation. You need to go out into the community and network, shaking lots of hands and meet other businesses. You need to have a letter writing campaign asking for their “vote” and highlighting why they should use you. The more happy people that use your business, the more that will campaign on your behalf. Who needs to be a politician when you own your own business!