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.

In traditional branding terms, in the long run a brand is just a name. In the short term, the brand needs a unique idea or concept. It needs to “own” a word in the mind, ideally first in it’s class (think Amazon, eBay etc.). After time that uniqueness disappears.(Esso verses Petro Canada, Seven 11 verses Mac’s Milk etc.). Branding does take time. With the Internet’s constant birth of the new, I’m in full agreement with putting your company in the title tag if the purpose is building branding. Repetition as well as seeing that company’s name together with the other title tags pairs the two in a persons mind. Many times you’ll see a company name/logo with a positioning tag line underneath it, which sort of acts the same way a title tag would. Or on radio, linking the company name with a sound. Duracell, “the copper top battery” uses both.(Did you hear the ringing in your minds ear?). Internet marketing involves building web standard compliant websites, optimizing for search engines while also incorporating relevant marketing laws.

Although we are extremely happy from the many calls we receive from frantic business owners whose web designer has gone out of business, disappeared or plain ignored them, I starting to become disturbed. Bad experiences with web designers give the web design business a bad name. People don’t know who to trust. Please business people of the world listen up. Use a professional web design company that does web design day in, day out. There are too many variables and changes in the website/search engine world to use what I call “a dabbler”. It’s your business and a website is a vital part of it. A bad website can actually cost you money. Would you use a part time real estate agent to sell your business? If you run a professional business yourself, what do you think of those that “dabble” in your industry? Use a professional. Not only will it save you money in the long run, with a proper website design coupled with an Internet marketing strategy, you’ll actually make money.

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.