Tag Archives: web design

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website value

Top 7 Things to Do Now to Maximize Website Value

What do I mean by “maximize website value?” I mean now is a good time to look at how to maximize the business value of your website.

I recently needed to shop for new homeowner’s insurance on my home island of Kauai. Being a digital marketing guy I started searching with Google for who might be local agents that I would want to speak with. I was surprised to find that not all local agents had a website. I was also surprised to find that some gave no information on their website as to whether they could assist with the type of insurance I was looking for. And even more surprising was that some of the websites failed to have basic contact information, like email, phone, and address!

I assume that if you don’t have accurate contact information on your website then you may not be a very professional agent to handle my insurance needs. (One insurance company that did have a professional looking website asked me to leave a voicemail for a return call and they didn’t call me back for over two weeks!…..but that’s a different business issue….)

So if you are a small business without a website, the number one thing to do is to get one. You are missing out on new business!

If you do have a website, it’s a good time to check over updates you may need to make to maximize its marketing value to your business. You may have spent money to have a website that really isn’t driving business value. Here I have compiled what research and my own personal experience have shown to be the top 7 things you should do now, if you haven’t already. Now is the time to check the list and make any updates!

1. Content is up to date, accurate, and informative

Does your website clearly lay out the value proposition for your prospective customers? Does it clearly communicate the benefits to them of doing business with you? For example, in my business a web design is not a benefit. Being found online and growing your client base is a customer benefit.

Does your website clearly communicate what differentiates your company. Why should a prospect do business with you versus your competitors?

Does your website make it easy and clear to contact you via email, phone, and social media? Does it have your address if you serve customers at a brick and mortar location?

Does your website have lots of photos? Most people don’t read very much. They are scanning and absorbing visual information before they may read any text. Are you posting to a blog on your website that helps to provide insights and demonstrate your expertise in your particular business? It also signals to search engines that you are a relevant and up to date source for key words related to your business. It’s a business blog, not what you had for breakfast or the fun thing you did on Saturday night.

2. Responsive for mobile devices

Half of all Google searches are done on mobile devices. More than 60% of emails are read on mobile devices. Younger generations live on their mobile devices. Your website now should be using responsive technology to adapt to various devices.

If you are found in a search, but your web page is not easily readable, your prospective customer may just move on to the next company. And Google has started to tighten down and penalize some pages in ranking if they are not mobile-friendly. Expect that to get even tighter in the next couple of years.

See my related blog posts: Mobile First Marketing, Responsive Web Design Critical to Your Bottom Line, and How to Avoid Mobile Website Meltdown.

3. It is easy to find information and navigate your website

If your website still looks like it’s 2010 or before, you’re cheapening your brand image and dissuading potential customers from contacting you. The look and feel of websites is evolving. If you haven’t already, it’s time to declutter. White space is in! Focus on relevant images and key information. Make it simple, clear, and relevant. Your menu and navigation should be simple and easy for people to follow.

4. Social Sharing should be enabled and easy to use

Your website should be the content hub about your business. Social Media is a channel to help drive prospective customers to your content. And it should also be easy for people to share content from your website to social media. They will actually help you to market and spread awareness with their family and friends if they find interesting and useful content and an easy share button.

5. Email capture

Someone who visits your website today may or may not be ready to make an immediate purchase. But they have shown interest in your brand. Give them an incentive on your web page to opt-in to your email list. If you offer them some information of value in return for opting-in, you will see a much higher signup rate. By opting-in they are giving you permission to market to them over time in a personal way. They are much more likely to open your email than they are to see one of your social media posts.

6. Speed and performance should be optimized

If your website is too slow to load, you may lose a prospective customer. There is a trade-off between lots of images that tell your story and the speed and performance of your site. A tool set like Google PageSpeed Tools will analyze your speed and give specific recommendations for improvement. Make sure you are using a web host with adequate performance relative to others. Also make sure that all images are highly compressed.

7. Optimize for search engines

Check Google Search Console to make sure there are neither errors nor resource blocking for your site. Follow best practices for focus keywords, titles, snippets, photo alt text, and text so that search engines will recognize and reward your valuable content with higher rankings. Reach out to other relevant high value websites to request a link back to your site. Create relevant links between different pages of your website. Make sure your address and contact information are consistent across all sites and social media. Search Engine Optimization experts may chuckle at this simplified list, but these are good first steps to address or to discuss with your web designer.

Maximize website value

If you started the new year without updating your marketing plan and checking the health of your website, now is the time to maximize website value!

small business website

Will Your Facebook Page Replace Your Small Business Website?

Facebook is making it easier for your small business to engage with customers on mobile devices. They recently announced some interesting new features for Facebook business pages. As they begin to roll out, some people think they could eventually replace your small business website. Others think that they are just a more effective way to drive traffic to your website.

Facebook reports that a billion people visit their business pages every month. And they also report that there are 45 million active businesses on Facebook. The numbers are huge. At the same time (as I’ve blogged about before) more that 50% of Google searches are now done on mobile devices. Also, about 25% of people search for local businesses on Facebook. Facebook is making it easier for your business to be found and accessible on mobile devices.

New features

Not long ago Facebook announced new messaging features to enhance communications with people who like and comment on your business page. Now, rather than having to reply publicly, you can private message the poster. Then last week Facebook announced additional new features particularly targeted at small businesses:

  • More prominent call to action button – They are testing new buttons for Call Now, Send Message, and Contact Us. The call to action button will also be placed just under the cover photo on a mobile device.
  • New sections for Shop and for Services – Retailers will be able to list and feature products for sale. Service providers will be able to showcase a list of offerings at the top of the page. Additional sections are still under development.
  • Mobile-oriented layout – The mobile display of your page will be designed for less scrolling and clicking. It will also introduce section tabs to quickly select what section you want to look at.

The features are starting to show up for some business page managers now and will be rolling out to others over the coming weeks.

Separately, Mark Zuckerberg also confirmed that they are working on:

  • A Dislike button – He says people have been asking for this a long time. He now sees it as a feature to enable people to express empathy with particular posts. But will it be available on business pages? And will it be an easy way for people to express a negative review?

Why Your Facebook Page Should Replace Your Website

If you are a small business person, you know it’s sometimes complex and time consuming to either build your own website on a hosting service like Wix or Squarespace or to hire a web designer to create and maintain a custom website.  On the other hand, Facebook business pages are pretty simple to create, maintain, and update. Facebook pages are already integrated with messaging and with advertising. You don’t need a technical expert.

With the addition of the Shop section, Facebook may be offering an alternative to keep you from going to Shopify or other competitors. Depending on your target audience, Facebook’s Shop section may be as valuable to you as the integration of Shopify and Pinterest with Buy buttons. There is an evolution toward Social eCommerce and Facebook also wants to enable that.

Google and other search engines can index and rank your Facebook page. Then you don’t need to worry about the SEO (Search Engine Optimization) of your website.

You don’t need to worry about the mobile display of your business, since Facebook will do that for you.

Why Your Facebook Page Should Not Replace Your Website

If you don’t use Facebook to drive traffic to your website, then you are giving up control. You are at the mercy of Facebook’s terms and conditions and future features. Do you want to be locked into their platform rather than pick and choose the best ways to target your audience? And will their features be sufficient to communicate the unique value proposition of your business and to express your business culture and values? Even with these new features, your options are still fairly limited.

Will the Dislike button be an asset for expressing empathy with your business posts? Or will it become the bane of your existence when misused by an unhappy client or competitor?

What if Social eCommerce on mobile devices doesn’t really work for your business? Can and will your customers make a purchase decision from a small photo and description on a mobile device inside the Facebook app?

Facebook still only displays your posts to 2-6% of your followers unless you have extremely engaged followers or you pay Facebook to boost your posts. You may be locking yourself into a lot of payments to get your content seen.

Risks Outweigh Benefits

I think the risks outweigh the benefits at this stage. While you could rely on Facebook with these new features, I still think the cons outweigh the pros.

What do you think about Facebook’s newly announced features? I know many small businesses who started with a Facebook page and then later built a website. But that was before Facebook became pay to play. Would you be willing to rely on Facebook moving forward for the simplicity instead of doing a simple, small business website?

If you haven’t already, please like us on Facebook!

 

 

 

 

mobile

Easy Steps to Create Your Mobile Marketing Strategy

The way we look for information continues to evolve quickly. A few years ago a mobile marketing strategy was nice-to-have. Now it is a must-have. In fact, it should be your marketing strategy, not an addition to it.

Customers are on the go and inundated with possible sources of information. To succeed now and into the future you need to be able to engage them seamlessly across social media, your website, and email. You also need consistency across all the devices they use. For small and mid-sized business people that can be a big, complex task.

Your customers may be at home on a desktop, traveling with a tablet, or walking or driving in your neighborhood with a smartphone. Will they find you? Will their experience with your brand be good on each device and each touch-point? Let’s try to boil it down into a some easy steps to think about to create your (mobile) marketing strategy.

  • Get insights into your customers’ buying behaviors. Marketing and strategy start with understanding exactly who your target customers are and their behavior for making a purchase decision.
    • Who are they?
    • What kind of devices do they use when?
    • When do they make a decision to contact you or come into your business?
    • What information is most helpful to them to engage with your business?
    • How do they most often contact you?
    • What times of day do they look for information about you?

Answering these questions will help to guide your strategy. Don’t know the answer to these questions? Then it’s time to start asking. Ask your customers individually. Conduct an online survey. Look for market research online relevant to your location and industry.

  • Only invest in a mobile app if you have business justification. Most small and mid-sized businesses will find the cost and usage of a mobile app to have a negative return on investment. While smartphone users spend a lot of time using apps, they primarily use about five very popular ones, like Facebook, Google, etc. Don’t worry if you don’t have a mobile app. Many people prefer to use a mobile web browser rather than load up their device with niche apps.
  • Create a consistent experience across channels. Your brand image and value proposition should be the same across the web and social media platforms. Your customers interact with you across multiple channels even for one purchase decision. Make sure they can easily link back and forth. And make sure the key information about location, phone number, and email are consistent.
  • Time some content posts to customer behavior. Do you have customers streaming off a cruise ship at certain times? Do you see most of your business late afternoon and early evening?  Timing some of your content posts to those times may engage people in social media or email at just the time they want or need to interact with your business.
  • Run mobile ads on social media. Facebook is now a pay-to-play platform for businesses and other are moving that direction. But you can reach your on-the-go audience by running pay per click mobile ads on the social media platforms where they spend their time.
  • Test and refine. Try out your strategy. Use the data on what works and what doesn’t work to refine or modify your strategy. Ask customers for feedback in person and online to guide what adjustments you may need to make.
responsive web design

Responsive Web Design Critical to Your Bottom Line

Have you re-designed your web site in the past couple of years? If not,  you are likely in urgent need to update it to a responsive web design. If you’re a digital marketing person, you already know what that is. If you’re not, you may be wondering what I’m talking about and why I say it is critical to your bottom line.

Why Responsive Web Design Is So Important

A while ago I shared data on the shift of consumers to mobile devices to find information. I blogged about it in Mobile First Marketing. I also blogged about what I called Mobile Meltdown Day earlier this year when Google was updating their mobile search rankings. (Others called it Mobilegeddon.) Mobile Meltdown is just beginning. The reality of the initial impact was less than expected. About 17% of non mobile-friendly sites saw their mobile search ranking decline significantly from page 1 results. But that shouldn’t make you complacent about mobile-friendly sites that use responsive web design.. Mobile searches are already over 50% of total searches and continue to increase.

Failure to make responsive web design a priority will put your business at risk moving forward. You will be missing out on customers if they do not have good experience with your web site on mobile devices. In the short-term they may continue to find you in search results. But they will likely abandon you when your site is shrunken, un-optimized, unreadable, and difficult to use. Depending on your business and the typical age ranges of your customers you may already be at risk of losing new customers. The potential impact to your bottom line is huge.

What is Responsive Web Design?

I primarily use three different devices for accessing information on the Internet. I have standardized on Apple (don’t get me started on my poor experiences with past Microsoft products!). So I use an iPhone, iPad, and Macbook Pro at different times and locations. At work I am using my desktop browser(s) on a large screen. If I’m relaxing in the family room, I usually have my iPad open checking social media, reading news, using apps, and searching for information using the browser. If I am not at home I am using apps and searching for information on my iPhone while I am on the move. You may have fewer or more devices than me, but you get the idea. No matter what device size I am using I want to be able to read and interact with information from your business. If it’s unreadable, too slow, requiring me to go to a separate mobile site, or otherwise difficult to use, I just go to the next of your competitors. I personally don’t have time or patience to deal with your business if you don’t make it easy for me to learn about or find you. And I’m not alone!

Responsive web design is the approach to deal with this situation of multiple devices to have a consistently satisfying customer experience. It is a way of designing and developing web sites so that they are easy to read, interact with, and navigate across a wide range of devices. It is an approach for your web site to adapt and adjust to the customer, based on which device they are using at the time. There should be minimal re-sizing and side-to-side scrolling required. Mobile customer experiences should be optimized for speed and for minimal page switching.

How You or Your Web Designer Implement Responsive Web Design

You may use tools or frameworks such as Webflow, Bootstrap, Foundation, or Skeleton if you are Web developer into the technical details. For a WordPress-based web site, I like to start with a theme that already incorporates principles of good, responsive design. That way I can focus more on the customer experience and compelling marketing content.

Principles and best practices continue to emerge for Responsive Web Design, but these are some to consider now:

  • Start by designing for the mobile customer
  • Use images that are flexible and workable on retina displays from small to very large
  • Compress images and videos to improve performance
  • Get rid of non-essential content and site decorations
  • Present more information that can be seen scrolling downward rather than requiring a lot of back and forth between pages
  • Get rid of Flash on your site
  • Minimize navigation menus
  • Have important information at the top of your site
  • Use bigger buttons
  • Look at whether you should have an app in addition to a web site

Small and mid-sized businesses are particularly lagging in the move to responsive web design. If your web site is not yet using responsive web design it needs to be on your priority list of things to do. You’re probably already losing some customers who are trying to interact with you on mobile devices. But this will increase significantly over the next 1-2 years. The time to act is now before you see a negative impact to your bottom line.

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Let me know any comments or questions.

kauai marketing

Kauai Business: Using Kauai Marketing Talent?

I have been blessed to meet many wonderful and talented people on my home island of Kauai. One of the things that has also frustrated me is that I have also met business people who went off-island or to the mainland to hire marketing projects and services rather than use Kauai marketing resources.

One of the weaknesses of our collective culture with word of mouth referrals for awareness is that you may be missing out on a great marketing partner in your own backyard.

Yes, with the Internet, we are a global village and web design and other digital marketing work can technically be performed from anywhere. So there is no technical reason not to hire your sister-in-law in Oregon, your friend’s cousin in Minnesota, or a marketing agency in Honolulu.

However, I would argue that their marketing expertise can also be found on Kauai. And they likely lack the day to day intimacy with our culture, values, and unique characteristics.

I understand that in past years there may not have been the maturity and wealth of digital marketing expertise that there is now. Some of it is home grown and some of it has been imported.

Through the Kauai Chamber of Commerce and in other venues I have met a number of the other people on Kauai who have marketing, web design, graphics, email marketing, blogging, and social media marketing expertise.

I would hope after speaking with me that I might be a good fit to assist you with your marketing. But in some cases, I understand there may be a better fit with one of my competitors.

I encourage you to do some web searches, talk with Chamber of Commerce members, and have exploratory conversations with some marketing people you may not have met before. You might be surprised at the wealth of talent you will find!

Did you know there is:

  • a former Fortune 500 worldwide marketing executive providing consulting, training, and a range of digital marketing services?
  • an Emmy-winning graphic designer on our island?
  • someone who was the CEO of Japanese subsidiaries for major companies?
  • a marketing executive with specific expertise in ecommerce?

For a small island I have found there are actually a lot of us who can design custom web sites at affordable prices. Which one is right for you depends on factors such as

  • time constraints and availability
  • integration with other external systems
  • a one-off web site project versus ongoing marketing assistance
  • personality and fit in working styles and vision
  • recommendations on how to develop a brand and a marketing strategy and plan
  • is up to date with latest web design and online marketing trends

I believe a rising tide lifts all boats. Wouldn’t it be great if local Kauai businesses supported other local Kauai businesses and independent contractors? We also provide world-class freelance marketing projects and ongoing marketing services.

Let’s market Kauai with Kauai marketing…..

social media marketing for small business

Social Media Marketing for Small Business: Half Are Losing Out

I was surprised when I read a recent research report done by Clutch. They surveyed small businesses about their usage of Social Media marketing. The data indicate that around half of them are ignoring prospective customers by not using Social Media marketing for small business. And more than half are not investing in work on Search Engine Optimization (SEO).

According to the Clutch study of small businesses:

  • <20% of marketing budgets are spent on Digital Marketing
  • only 53% do some work on Social Media
  • only 45% do some work on Search Engine Optimization (SEO)
  • only 25% do work on online advertising

Small businesses are slow to invest in digital marketing to acquire new customers and expand relationships with existing ones. But Social Media marketing is about inviting people to get to know your business and for you to get to know them.

Why are many small businesses reluctant to do Social Media marketing?

I have heard various reasons from small business people I have spoken with, including:

  • I tried Facebook or Twitter a little while, but I didn’t get any sales from them.
  • I asked my customers if they use Social Media and they said no or not much.
  • I don’t know where to start – there are so many social networks and I can’t cover all of them.
  • I think I have to have a website, but I don’t have time or money to spend on Social Media.
  • Isn’t Social Media primarily for young people?
  • If I were to advertise on Social Media, wouldn’t Pay Per Click (PPC) ads be very expensive?

Why is Social Media marketing for your business important?

  • Increase your brand awareness
  • Drive more traffic to your website
  • Get new leads
  • Leverage the trust that Social Media users have in their friends, family, and people they follow
  • Extend your message with Likes, Comments, and Shares faster and cheaper than word of mouth
  • Reach new prospects for your products and services that may not otherwise find you
  • Provide additional differentiating information about your company, products, and services
  • Put a human face on your business and let people get to know your people
  • Find new connections of suppliers and partners in addition to reaching new prospective customers
  • Target very specific audiences in ads based on interests, behaviors, job titles, locations, etc.
  • Try out marketing ideas fast and with very low cost to see what works or doesn’t work
  • Contribute to your search ranking with strong social signals that you are a valuable brand (this is likely to increase in weight over time)

As I’ve blogged before, the way people are making their purchase decisions is changing. They rely much more on online reviews and referrals. When was the last time you booked travel without looking at online reviews? They often research products and services online before they have any contact with your company. They may interact with your online information multiple times during their purchase decision as they advance through their process.

Some small businesses drop social media marketing if they don’t see any immediate increase in sales. But social media marketing is not a short-term investment. You are building a timeless presence on the Internet. You are increasing awareness and starting to build relationships that will likely pay off sometime in the future. Short-term promotions on social media with contests, coupons, and specials can drive a short-term uptick in sales depending on your organic reach or ad budget.

You may not realize that half of the world’s population has grown up with the Internet and Social Media. Yes, that’s right! 50% of the world’s population is under 30 years old. They are connected, they use less and less of traditional media, and they are technology savvy. They are not kids anymore. And those in their 20s and 30s have tremendous purchasing power.

Social media ads are still an under-utilized marketing element by the majority of small businesses. With traditional advertising you are broadcasting to a very wide audience in order to reach the subset that is your target audience. Social media advertising enables you to specifically target individuals in your target audience and to only pay when the target clicks through your ad for more information. Since there is no publication or broadcasting overhead, the cost of social media ads is way less than traditional advertising. It’s also less costly than Google Adwords ads that are only based on keywords on search result pages. And how many people are like me who ignore the display ads in newspapers and on web pages. What better place to get attention on your ad than in someone’s News Feed between photos and videos of their friends and families?

How can you get started economically?

  • Focus on one or two Social Media platforms that have members of your target market. You don’t need to boil the ocean and get onto every Social Media platform. As I’ve blogged before each one has a slightly different audience with different interests and demographics.
  • Set your marketing objectives and strategy. Are your top objectives to increase awareness, generate leads, cross-sell existing customers, or ….? For each of the top 2-3 objectives, outline your strategy to use social media to support that objective.
  • Engage a Marketing agency, consultant, or coach. If you can’t train and dedicate an employee to Digital Marketing or Social Media Marketing, then look at hiring a marketing agency or consultant to be an adviser, a doer, and an extension of your staff part-time. Depending on how much staff time you can dedicate to Social Media marketing, you might only want a consultant to be on retainer to be your coach one or more times per month. An agency, consultant, or coach will also keep you up to date on the latest trends and where to invest time and effort for your business objectives.
  • Get Marketing training for yourself or your staff. If you allocate an internal staff person for social media marketing, make sure they are trained on Marketing. While almost any younger person knows how to post on some Social Media platforms, they don’t necessarily know how to do that effectively for business marketing purposes.
  • Look at your Digital Marketing mix holistically. Determine how much to invest in Web Design, Search Engine Marketing, Email Marketing, Blogs, Podcasts, video channels, eBooks, Social Media marketing, and traditional marketing. Speak with an agency or consultant if you need assistance.
  • Augment with Social Media advertising. Social Media organic reach is shrinking. Your posts will only reach 2-6% of your followers. Social Media is now pay to play for businesses. Different platforms will enable you to boost posts or insert ads into the News Feeds of the types of people and interests that you specify.

Let me know your thoughts and experience. Have you seen other obstacles to overcome? Are there other tips you would suggest for Social Media marketing for small business?

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Or please follow me on Facebook at www.facebook.com/kauaidigitalmarketing or Twitter at www.twitter.com/kauaidigitalmkt or connect with me at www.linkedin.com/in/tfaigle.

 

 

Kauai Web Design

Who Owns Your Kauai Web Design?

I have been in business a long time now. I have seen and heard a lot of different situations and worked through many challenges. But I was shocked by a couple of stories in the past month from business people located here on Kauai. In both cases, they had learned that their domain name registration and Kauai web design were not owned by them. Do you know who owns your domain and web design? Is it you or someone else?

Two Stories of Unclear Ownership

One of my clients was recently telling me how she used a web designer in the past who also registered her domain name and set up web hosting for her. When she wanted to change the web design, web designer, and hosting, the original web designer refused to transfer her domain name to an account in her name. He told her that he “owned” her domain. Eventually she got him to change the name servers so that she could create a new site and use a different hosting company. And she created her new web design without him. But she is still beholden to him to pay her domain registration to him each year and hope that he will continue to update name servers when needed.

Another local business manager told me the story of why they had to change their domain name a few years ago. Today when you type in the name of their business with a .com, you are redirected to the blog of someone who no longer lives on Kauai or focuses on web design. When they wanted to create a new website a few years ago with a different web designer, the original web designer told them he “owned” their domain name. He also refused to transfer the domain registration to an account in their name. He did offer to sell them their own domain name for several tens of thousands of dollars. Rather than pay ransom for their own domain name they made the hard decision to change it and use a longer name. He still maintains the domain registration of their name and has it redirecting traffic to his personal blog. How is that for vindictive?!

Business Components of Setting Up a Website

You may recall that there are three major components to having a website for your business. First, you need a domain name registered. This is your URL, your brand on the Internet, and the way people access your web site. You have to find an available domain name and pay a yearly registration fee for you to “own” and use it.

Second, you need a company to host your website. This is the company running the computers and network for your web site. You want a hosting company that has stable, secure, and high performing servers that are optimized for serving website content.

Third, you want a web designer or web design company that has both the graphic and marketing skills to develop a web site look, feel, plus the content that creates a great user experience for your customers and prospects. It also provides the navigation to support your customers and prospects wherever they are in their purchase decision making process.

These three things may be supplied by one, two, or three different companies. Or one person or company may arrange all three on your behalf using other vendors for one or more of the three major components.

There are lot of free lance graphics people who offer web design. They may or may not be good business and marketing partners to help you grow your particular business. And they may or may not be advising you and looking out for your business interests in addition to their own.

How to Protect Your Brand

There are a couple of things you can do:

  1. Set up your own domain registration and web hosting accounts in your company name and separately from engaging your web designer. Many companies offer both domain registration and web hosting. You may not run into a problem with that if you are dealing with a large company with ethical leadership and well defined contract terms. But to really protect yourself it is a recommended best practice to have your domain registration and web hosting with two different companies. If you find you need to change web hosting, then you have the control instead of the company you are trying to sever ties with.
  2. Make sure you have a written contract with your web designer or web design company that outlines not only the scope of work to be done but also who owns what. The time to ensure you will maintain ownership of your domain, hosting relationship, and website content is before you sign an agreement and begin work. I would not set up a domain or web host on  a client’s behalf and then tell them I own it. But obviously there are people out there who do. They may not even give you access to the content in your website if you decide to terminate the relationship with them. A written contract will protect you if in the future something goes wrong in your relationship with your web design company.

On the beautiful island of Kaui it seems that the spirit of Aloha doesn’t always hold true in business relationships that fail. Your domain, your website security and performance, and your website look and content are all part of your brand. They determine the experience of your customers and prospects. They either help or hinder your ability to gain new customers or maintain your existing customers. It is critical that you ensure these elements of your brand are owned and controlled by you.

Have you run into difficulties with domain or website content ownership? Do you know who owns your domain, hosting relationships, and web design?

mobile website

How to Avoid Mobile Website Meltdown on April 21…and Beyond

It’s almost here! I’m calling it Mobile Meltdown Day. April 21 is the date that Google will lower your web page rankings if your site is not deemed by them to be mobile friendly.  Some big brands and lots of smaller businesses may wake up to a surprise on April 22 unless you take action now. Google announced this change in a blog post on February 26. It may only impact your mobile search rankings for now, but there is widespread speculation that it may also affect desktop search rankings later.

What are Google's goals?

Google isn’t making this change just to make work for your business. More and more of your and Google’s customers are shifting their time and attention to mobile devices to search for information and interact in email and social media. As Google wants to maintain their dominant market share for search, they have some goals they are trying to achieve with this change:

  • Have a better mobile search experience for their users
  • Give their users exactly the information they are looking for in the most usable format
  • Make money – they will be seeking to expose apps and media in search results on mobile devices

Why is this important to your customers, not just Google?

In a July 2012 study conducted by market research firms Sterling Research and SmithGeiger for Google they found:

  • 67% of smartphone users say a mobile-friendly site makes them more likely to buy a company’s product or service, and 74% say they’re more likely to return to the site later
  • 61% say that if they don’t find what they’re looking for (probably within about five seconds), they’ll click away to another site. Half say that even if they like a business, they’ll use its site less often if it doesn’t work well on their smartphone
  • 72% of users say a mobile-friendly site is important to them

How do you know if you are at risk?

  1. Look at your website on a smartphone. Does it appear cut off on the screen? Do you have to scroll left or right? Is the text so small that you have to pinch and zoom to read anything?
  2. Run the Google Mobile-Friendly Test by entering your URL.

What can you do?

Chances are good that if you have not updated your web site in the past few years, you are at risk.

If your website is based on WordPress, you can convert to a responsive theme that will detect and adapt the display for different types of mobile devices.  Look for a responsive theme that enables you to follow mobile design best practices.

Here is my top ten list of mobile best practices:

  • Do not require any scrolling right or left
  • Make it easy to find your location and operating hours
  • Use bigger buttons
  • Enable finding important information in one or two clicks
  • Create a simple home page with a short menu
  • Highlight your site search so customers can quickly find information on your site
  • Add a click to call button
  • Simplify data entry for forms and minimize typing – use drop downs and choices to select
  • Don’t require customers to pinch to zoom to be able to read the text on your page
  • Keep the user in a single browser window

Are you ready for Mobile Meltdown Day? Have you tested your company’s web site? Have you at a minimum put an action plan in place to become compliant with Google’s mobile friendly policies?

Are there other mobile best practices that you have identified?  Please share in comments so we all benefit.

If you have found value in this or other blog posts please also sign up for our email newsletter to keep up with the latest updates.

 

web designer

Is Your Web Designer Good or Great?

I’ve seen multiple presentations on what defines a great web designer. These presentations will tell you that there are specific things that define a great website and a good website. They mention–sometimes quite emphatically– that great websites are never created from templates and that a good website design and a great website design are vastly different.  I would argue that a great web designer is one who understands your audience and your business objectives to create a visually appealing design that produces results.

Good design and great design are two very different things. By the same token, what separates a good web designer from a great web designer isn’t quite so pat or so easily distinguished. There are a few criteria by which you can tell what is and what is not a good website design. In fact, you’ll read a great deal about what defines a good design and how it is different from a great design.

Good design, it’s said, has some tells. In a presentation at Webmaster Jam in about 2005-2006, website great Cameron Moll told the world that the differences between good design and great design were these:

  • Good designers decorate while great designers communicate
  • Good designers believe less is more while great designers felt that less and more could effectively co-exist.
  • Good designers fixed problems, while great designers prevented them.
  • Good designers treated text as content, while great designers treated text as a user interface.
  • Good designers use good typefaces while great designers use good typography.
  • Good designers redesign while great designers realigned.

With all due respect to Mr Moll, there’s a little more to it than that. The things that qualify as great design in this presentation are things that can be taught and imparted by a good school and ample practice. What makes a great web designer are things that usually cannot.

You don’t often find something that tells you what a great web designer does that makes him great. Most of it has to do with quality, timely, outstanding website design.

Some of it, however, does not. .

Does the man who has clients out the door and around the block, whose every design is spot on qualify as a great designer? Does he hold that status if his work is always late and his attitude is always bad? If he cares more about his fee than he does about your brand, does he get to keep the great designer status?

Not if the customer is wise, he doesn’t.

Does a good web designer whose work is solid, speedy and timely, very good, but perhaps not outstanding qualify as great? Do they achieve that status if they bring with them a wonderful attitude, a willingness to listen, and a work ethic that sees them completing their work on time and under budget?

They probably do qualify as great in that instance, but if the design isn’t precisely right, we’re not going to give them the name.

Can a good designer produce a great design? The answer is of course they can. With the right practice, the right tools and the right input from the customer, a good designer, one who has less than perfect skills can give you a great design.

Just as any other skill can be enhanced by learning, can be built on by practice, website design can as well. Breaking out of your normal routine, exploring and expanding your horizons can produce a great design from a good designer. In fact, mediocre designers can produce top quality “excellent” designs.

What do you look for in a great web designer?

If you’re looking for a quality web designer, what you define as great will have a lot to do with how you select them. For the most part, and in our personal opinion, a great web designer has specific qualities that make them not only someone who produces consistently high quality designs, but someone who is a pleasure to work with and with whom you can communicate easily and readily.

A great designer brings you:

  • A web design that is visually appealing, easy for your audience to use and achieves your desired business results.
  • The ability to communicate and a response within a reasonable time span.
  • A good quality design for a cost effective price.
  • An outstanding ability to work with you until you nail down exactly the look and feel and business results that you want from your website.
  • A speedy, reliable, attractive, well coded website that offers your users a great user experience.
  • Someone who understands SEO (search engine optimization) and factors that into the web design
  • A timely completion of the website.
  • A quality experience with someone who is concerned about your brand and your business.

In short, the difference between a good and great web designer is often in the fine details.

In part, it’s in the speed of your site, in the customer experience that the website offers. In part, a great designer is someone who is willing to go the extra mile, to provide you what you need, when you need it, to work hard to please you and to provide you with a few little extras as you need them.

A great web designer does all those things on time while providing you with a unique and enjoyable experience while building the website.

web site design outdated

You Know Your Web Site Design is Outdated if. . .

Is your web site design outdated? In the old days, we “Let our fingers do the walking.” The phone book was the go-to place for finding what we wanted so far as goods and services. Today customers don’t normally opt for the phone book when they are looking for goods and services. If you’re like most businesses out there, your website is likely the first point of contact for customers seeking your services.

What is the first impression of your business? What do your potential customers see when they land on your URL? Is your website contemporary and modern or does it provide a dated look that doesn’t show you or your business off in your best light?

Worse still, does it load in several minutes instead of several seconds? If it does then you’ve got to do something to change it all.

Take a long look at your website. Here are a few ways to determine whether or not your website might need a little renovation to be appealing to your customers?

Is your information outdated? If you’re showcasing the employee of the month from 15 years ago, it may be time for an update. If there are staff members on the staff pages whose retirement party you attended 10 years ago, it’s probably time to redesign and while you’re at it, get some updated content to replace the slightly moldy stuff that you’re currently showing to your visitors.

Do you have blinking links or scrolling text? While done in small amounts, it can be effective, the old school sites from the mid nineties offered blinking text, animated images and text that scrolled backward and forward across the site. If there’s enough blinking on your site to bring on an epileptic attack, it’s time for an upgrade. There’s nothing more certain to turn off visitors than an old and obviously outdated website.

Are you showing a splash page? You know your web site design is outdated if you’ve got a splash page as your opening credit. If you’ve got the old school look of a logo and a single page telling your visitors to click here, it’s well past time for an update. Those are one of the best ways to prove you’re a well dated company who has neglected your website. In addition, Google tends to frown on splash pages or doorway pages, so you’re probably not doing as well in search as you could be if you spent some time to update and speed up your website.

Do all of your in-site links tell your visitors to “Click here to. . .” If that’s the case you’re using a 90s method that is not the best way to accomplish what you want from your website. The website links today offer information about the pages that you’re going to be visiting or they offer anchor text. Click here is a sure sign of an outdated page that needs a revision.

Is your entire site built in flash? Do you have an entire website built in flash technology? A few years ago, full sites created in flash were the be all and end all. Today we tend toward easier and faster sites such as WordPress, Joomla or Drupal. These are easier to update and load more rapidly. If you’re using an all flash website, flash is difficult to read so the odds are good that your customers are waiting for the site to load and you’re lagging in search. Time for an update to something a little more modern.

Are you sporting a custom visitor counter? While a visitor counter was a wonderful thing in the old days, today they are considered amateur night. Counting our visitors is considered a private thing and we do it using analytics or other methods that aren’t quite as public as the traditional digital watch style visitor’s counter displayed proudly on every page. If you’ve got one on a new site, get rid of it. If you’ve got one on an old site, get a quote on a new site. Chances are that you need one.

Last but certainly not least, are you using coding that hasn’t been in use since Homer was a pup? If you’re using fortran, basic or html to create the pages of your site, there’ s a better way for both you and your customers. Getting an updated web site design means that your customers are going to have a better, faster and more modern site that will give them a much better experience. Make it sleek, make it clean, and make it easy to use.

An updated web site design is going to help you to rank better, to draw in more visitors and to bring you a great return on the investment. If you’ve kept the website that you have more than two years, it’s well past time for an update. Take a look at all of the great new designs and themes that are out there and pick one… and hurry.

web design company choice

How to Hire the Right Web Design Company for Your Business

Hiring a web design company that fits you and your business is key to your success. You’ve heard the old saying, “you only get one chance to make a good first impression.” That stodgy old proverb is as true in the internet age as it was before the advent of computers. So far as the website user is concerned, the face of the company is that website they see when they surf to your URL.

The website, how fast or slow it is or what it has to offer, is the only thing that they know about your company. It’s representing you. How do you hire the company that is going to design and create that site? In short, how do you hire the company that is going to be responsible for the growth and success of your online presence?

It may be the wrong decision for you and your company to use the first web design company that a friend mentions or that you see in an ad.

Here are a few tips that may help to guide you in the right direction. As you read these, bear in mind there are exceptions to every rule, but they are few and far between. Make sure before you hire your company that they really are the exception.

Review sites they have created. Check out the sites that they have created and how fast or slow they are as well as how well they work.  You’re looking for quality of work.  Do the sites load quickly?  Do they make use of modern web design trends?  Is navigation simple and clear?  Is it easy to find desired information?  Do they work on mobile devices as well as desktop browsers?

What type of websites have they designed? If the site is designed in custom code, or in code such as Flash ( a very poor choice for SEO purposes incidentally) it’s going to get quite costly for you to have them update the site every time that you require a small change or a photo added. CMS or content management systems such as WordPress or Drupal are the best option. Find out if they are willing to design in this type of platform to allow ease of use for you.

Ask them a few questions about search engine optimization and marketing. SEO is imperative today and knowing something about it means creating a site that will rise more quickly in search. The ideal designer has done at least some rudimentary studies in SEO and can offer you solid insights. Those insights are invaluable when your site is designed. Having the site reflect best practices in SEO from the ground up can make a huge difference when it comes to how well the search engines receive the site.

What other marketing expertise do they offer in addition to web design?  Maybe you only need a designer to execute your vision.  Or maybe you would be better served by someone with marketing expertise who can challenge and add value to your thinking and plans.  Do you have a winning marketing strategy? Do you have a consistent brand across traditional and digital marketing?  Do you have a social media marketing plan?  How will you develop and populate content to your site?  Will you have a blog?  What will you use for email marketing?

How Reliable are They? Find out how long it took for them to create other sites from start to finish. Do you work with the same designer from beginning to end? How responsive were they to the needs of the customer and how long did it take them to respond to questions and concerns regarding the design or the process?

How do they communicate with clients? Do you want someone who can take your vision or brief, go away, and come back with a completed product?  Or do you want someone who can discuss, iterate, and review with you the direction of the project and make any mid-course changes or corrections?  How often will you hear about and see progress on your web design?  What will be the checkpoints and milestones for you to review and approve?  How will changes to the original project be handled?  Do you feel comfortable with the amount and style of the communications?

Check references. A good web design company –even if they are relatively new in the web design business– will be able to offer you references from both individuals and businesses.

The Cost of the Work. Other considerations in choosing the right company will of course be the price. Is it fair and how closely does it fall into line with other designers. Regardless of where you are located, the designer should at least be close in price to other designers in their area and of their experience. If they are a great deal higher, it may be that they are far more skilled, or it may be that you’re paying for the name and not the actual cost of their work. If they are a great deal lower, you should be asking yourself–and them–why that is the case.

Last, but certainly not least, take a look at their own site. Chances are that if they didn’t take great care in selecting the style, designing the layout and creating the text, they aren’t going to do that for yours either.

Taking the time and doing the due diligence that it takes to get a well made website says a lot about you and your company. Unwieldy or poorly constructed websites speak volumes to those who may be considering doing business with you. If your website is going to speak about your company, make sure that it’s saying what your prospective customers want to hear.

Web Design Top 10 Trends

Web Design Top 10 Trends for 2015

Why should you care about web design trends for 2015 if you are not a web designer?  If you have a website that has not been updated for a few years, you not only may look stodgy and out of date but also may be poorly positioned by Google in search results.

If you don’t already have a website, you have a couple of options.  You can use a service for a “free” website (see There Ain’t No Such Thing as a Free Website) or a website generator and be locked into their design choices for you.  Or if you are considering a custom web design these are important items to discuss with your web designer.

Good design is a reflection of your business.  A well designed website can help to differentiate you and engage your audience on an emotional level as well as based on content.  A poorly designed site can cause your prospective customers to move on to your competitor.

I have looked at a lot of web sites and predictions of trends by people in the web design business.  In this blog I boil it down to the top ten that you as a business owner should pay attention to in 2015.

1. Responsive, Mobile First – More than half of all email is now read on mobile devices.  Your mobile web traffic may be a lower percentage for now, but I bet it is increasing every month.  It won’t be long before mobile web access exceeds desktop web access.  If your site is not already using responsive web design to appear on mobile devices, you need to make that a priority now.  In addition, some web sites are now adopting mobile techniques such as hidden or sliding side menus across all devices including desktops.  Mobile will drive more design trends in the future as that becomes the majority of web views.

2. Performance and Speed – If your site takes too long to load on a mobile or desktop device you may lose a prospective customer or annoy an existing one.  Even more importantly performance and speed is part of how Google ranks your site for display in search results.  If your site has not been optimized for performance and speed your page rank may be slipping relative to competitors.  Make sure your web design pays attention to performance and speed.

3. Larger images and less text – We are bombarded with information.  We skim most of the emails we receive and the web sites we visit.  We are scanning for the important points and maybe stopping to read when something catches our eye.  Large images are one way to communicate and to cause the eye to stop.  It really is true that a picture is worth a thousand words!  An image with text or information overplayed may give you a big bang impact.  At a minimum it may draw the readers’ attention to read more.  Less text in your web design, more bullets and lists, and more graphics and infographics are ways to capture attention and transfer information quickly.

4. Video – Video is a powerful medium that is becoming more prevalent on web sites.  Videos can be very effective to tell a story or evoke an emotion.  They are very useful for instructions and training.  They are a way to show a product in three dimensions or a way to provide a demonstration of a product or service.  Think about how a video may be able to communicate more effectively than words or pictures.

5. Flat design and material design – Flat design has been around for a long time in general, but became important in the digital world in the past several years.  Apple’s IOS 7 release in 2013 prompted a lot of attention to flat design.  Flat design is simple web design.  It doesn’t try to make things three dimensional.  It is easy to scale across devices.  It uses simple elements, typography and flat colors.  Material design was announced by Google in 2014.  It is widely used in Android and other Google applications.  It includes increased use of grid-based layouts, responsive animations and transitions, padding, and depth effects such as lighting and shadows.

6. Big typography – Along with simplicity, flat design, and larger images is also the trend toward big typography.  It’s another way to stop the reader’s eye and grab attention.  It screams out “look at me” and “this is important.”  It’s like the old days of skimming a newspaper for the headlines.  It’s simple, clear, to the point, and attention grabbing.

7. Pinterest style cards – Another key trend in web design is a way of making it easy to scan a lot of information quickly primarily using images and “cards.”  Your eye can quickly scan across the cards and titles to see if something catches your eye to stop, click, and drill down.  This is the format on the growing Pinterest social media site.  The blog page on our site is also an example of this trend.

8. Scrolling, not clicking – Users on mobile devices prefer to scroll rather than click to find more information.  As a result websites are increasingly using long pages with scrolling rather than menus and navigation to click through.  Apple’s web page for the iPad Air 2 is an example of this trend (plus others).  Lots of navigation and clicking in web design is out.  Minimal navigation and scrolling are in.

9. Storytelling and emotion – One way to differentiate your company to prospects and to encourage ongoing customer relationships is to tell stories and to create emotional connections.  The testimonial or reference account has always been an important part of the traditional marketing mix.  Customer reviews are another important part of many commerce and travel sites.  Telling stories related to your company helps to create an emotional response in the reader of your site.  The story may be executed with images and text or may be most effective with video in your web design.

10. Modular instead of pages – Related to trend 7, modern web design is also shifting to be more modular rather than going through pages.  Cards are an example of this.  Masonry or tiled layouts are examples of modular web design.  Instead of navigation you are scanning through tiles of images with text overlays to determine where you want to stop and drill down further.  Line25.com compiled a useful post of 25 Web Designs with Modular Content Block Layouts.  My personal blog at kauaiguys.com is another example that uses the Booklet theme for WordPress and is designed to be modular.

Wondering if your site is up to date and effective for your target audience?  When was the last time you updated the format?  Updated the content?  

For a free web site review click here to contact us.

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