Funnel Marketing and the KISS Method

The future of websites is simplicity. Sure, flash had its day and we like how interactive we can be with brands. We follow everyday brands on Twitter and Like all our favorite mom and pop shops on Facebook. But when you go to a website, or better yet, when someone visits your website. What are they there to do? Can you narrow it down to a few reasons?

Navigation

When I do website reviews I always check for ease of use. Your navigation cannot be overlooked. The smallest of copy is often the most essential. Is your navigation intuitive? Does it address why visitors came to your site?

KISS

Keep it simple, stupid. A simple homepage design is best! If you’re looking to generate leads from your site (funnel marketing) make it easy. Have three or four big, easy-to-read (and click on) buttons that address the top reasons people visit your site. You also need an opt-in for your newsletter and a “few” social media buttons.

From the primary buttons on your homepage, viewers should go deeper into your site with the objective of funneling them closer to a purchase (more content within). Your calls to action should match the level the user is at. Are you giving something away, asking for contact info, or asking them to contact you?

What’s your favorite simple website design? Please share in the comments below. If you’d like a website review please email terra(at)fletcherfreelance(dot)com.

How to Optimize a Website for 2012

It has been over two years since I answered the question, “Does my Small Business Need a Website?” if you still don’t have a website, stop reading this right now and call me at 715-584-6773. If you do have a website and want to get maximum results from it in 2012 and beyond, read on.

*Let me also tell you a little secret, it is NOT the job of a website developer to ensure that your site gets found, to write quality SEO content, or to use marketing techniques to make more conversions! Though some developers offer SEO services, most will simply create aesthetically pleasing webpages. You need someone like me, Terra L. Fletcher, to do the rest. I’ll be the first to tell you – I’m not the world’s best web developer. Sure I can do a simple site, but I rely on a strong network of really good developers if you want a really nice website. What makes Fletcher Freelance different is the combination of quality SEO content (with a no-typo guarantee) and the infusion of proven marketing techniques that will help your website do what it’s supposed to – SELL! (And you just thought you needed a site to look pretty and keep up with thejones.com.) So how do you take your attractive – but possibly not worth its hefty price tag website – to the next level? There are two key opportunities here, Search Engine Optimization and optimizing for conversions.

Search Engine Optimization

Search engine optimization or SEO basically means that your website will get found in search. There are several elements that will make search engines more likely to crawl, index, and rank your website. Sites are ranked based on relevance, authority, popularity, and legitimacy.

At my internet marketing classes I have a tendency to give away the two big secrets to SEO. First, content. Content needs to be relevant, unique, and of high-quality. The right words are imperative! Second, links. Quality inbound links are not easy to attain, but they are essential. Links need to be from relevant websites (gambling or adult sites, won’t help you for example).

In addition to the big two, your site needs to be user-friendly. Ask yourself if your site is well structured, clean, and easy to use. If you want an unbiased opinion email me today, terra(at)fletcherfreelance(dot)com; ask for a website review.

Optimizing for Conversions

When a visitor happens upon your website through search or even going directly to your site you need a site that is going to convert. By that I mean that a favorable percentage of viewers do more than just browse your site, they buy something. To get people to buy, you must have strong, clear calls to action. Don’t assume they will know where to click, how to buy, to call, or stop in your brick-and-mortar location. Ask them to! This ties in with usability as well. Make it easy. Design should not be overwhelming or detract from your message, either.

Provide visitors some assurance that you will do what you say. Online, your reputation is everything, especially if they have never encountered your business before. Prove why your company is the best choice. Include testimonials; provide guarantees; display credentials, industry affiliations, and awards.

The structure of your site is also important. Make it easy to get to your most popular products or services from the home page. Remember you only have 6-8 seconds for a visitor to decide to stay on your site.

Need some help? If you’re looking for SEO assistance, there are things to watch for. There are tons of questionable companies. Don’t trust anyone who says they can guarantee you a rank. No one can do that directly. Want to try it yourself? Take a class. Want to hire an expert? Give me a call at 715-584-6773.

What’s worked for your site? Share your SEO tips in the comments below.

Recall Runaway

"Mark can hear his tires squealing as he races around the bend. Now his foot is completely off the accelerator but the turn has turned into a steep hill. He’s gaining speed! Mark is sweating now. “What in the world is going on here?” he says in desperation as he glances down. Is the pedal stuck on the floor mat? With no time to figure out what the problem is, Mark realizes another hairpin curve is right at the bottom of the hill he is now zooming down. Panicking, Mark stomps on the brake. Nothing happens. He puts both feet on the brake and all but stands on the pedal. Nothing!

Mark curses out loud as he tries to control his speeding car. There is no way he can make this turn! Beyond the highway is a densely wooded forest. Not only is his runaway car not slowing down, it’s speeding up! Mark closes his eyes. How is he going to pull out of this?" - Recall Runaway

What would you do?

You have got to check this out! A web developer that I work with just launched this site and game, Recall Runaway. A colleague of mine wrote some of the content.

How to Write a "Contact Us" Webpage

Your contact information is of utmost importance on your website. Many websites have contact information located on each page of their website, but for ease of finding and to appease short attention spans on the Internet, a “Contact Us” page is crucial. If a visitor to your site cannot quickly find what they need, they will go somewhere else.

Your company name should be clearly visible on each webpage. Usually a universal banner is used. Links to the main pages of the website are often located directly below that banner or they are listed in a vertical column on the left side of the webpage.

Visitors to your site should be able to get to your contact page with one click (without scrolling). Contact information should be clear and prominent. A block format is often used. Include a mailing address, phone number, and email address. You may choose to use a contact form in place of an email address.

When possible use links for email addresses. Include contact information for specific departments such as customer service, tech support, and human resources. Keep all information up-to-date and check links regularly. Having a Frequently Asked Questions (FAQ) Page eliminates excess emails. Ensure that phone calls/emails are answered promptly and professionally.

Retail stores or any business that expects walk-ins should include a map and/or driving directions. A picture of your storefront may also be helpful for those looking to visit.

When you have taken the time to create an informative and attractive website don’t overlook the “Contact Us” webpage. It allows visitors to ask questions, order your product, or find your “brick and mortar” location.

Elements of a Good Logo

There are very good reasons why the largest companies spend a small fortune on the research and development of company colors and logos. A logo is a memorable aid to branding a company. It is essential in traditional brand marketing and any marketing campaigns.

Company colors should be chosen based upon your brand promise and customer demographics. Different colors elicit different responses from your audience.

Elements of a Good Logo

1. A good logo is memorable. It should be easily recognizable and easy to describe.

2. Simplicity goes along with point number one. Too much detail or symbolism makes a logo difficult to recollect.

3. Logos should work in different environments. How does it look in black and white? In different sizes? Does it work both vertically and horizontally?

4. A good logo must be relevant. What associations are made with the shapes and colors of your logo (by individuals in your target demographic)?

5. The graphic/icon in your logo is crucial. A literal icon is boring and not memorable. A cup of coffee for your coffee shop? Snooze! The unexpected is what gets noticed.

6. The right font is key. If you can afford it, find a custom made or scarce font for your logo. Present it in an unexpected, unique way.

Once you’ve found a logo that you like be sure to test it out. Get feedback from your staff and customers. See how it fits with your company’s image, slogan, colors, and existing marketing materials. Are you reinventing your company? Then it may be time for a drastic change. If not, make sure your new logo works with what you are already doing.

"Thank you!" for website review services

I did a review of Kirby's new website and he sent me this nice note:

“Terra, I want to thank you for taking a look at my website and offering suggestions on how to improve it. I believe I used every one of your suggestions and am sure that the enhancements have added additional value to my website.”

Please be sure to check out his site rkdnconsulting.com

Kirby does training like the one I attended here.

Website review is only $30 until Feb 26th!  Call 715-584-6773 or email terra@fletcherfreelance.com today to have fletcherfreelance.com review your website content.

The Bikini Principle

You can give 90% of it away for FREE. There will always be people willing to pay for the other 10%.

People are less likely to buy solely on price if you offer more than price. If all you offer is a great price, customers will leave you as quickly as they came.

A great example of the bikini principle is article marketing. It’s not easy to trust people or companies on the Internet if you’ve never seen or met them. Article marketing helps to establish credibility as you become known as a resource. If your name or company becomes synonymous with valuable information and helpful tips, business will increase.

Article marketing pre-sells your product or service. People want to make an informed decision. They don’t want to “be sold.” They want to be wined, dined, and romanced. Then they want to choose for themselves whether they want to see the other ten percent.

People feel more confident when they come in to your store if they’ve done research. If a service professional comes to their home, a client feels as if they understand what the problem is when they’ve read up on the subject. Article marketing makes your job easier! A lot of the work is already done for you.

Article marketing also helps to increase traffic to your website (which is full of valuable content and easy ways to reach you/buy from you). Articles increase link building which drives more traffic and increases search engine rankings which lead to more traffic which leads to more customers which means more sales which leads to greater profits which means more capital to reinvest which means better marketing which leads to more customers which... Okay, you get the idea.

So, what do you write about? Write what you know. Write what your customers are wondering. If you can’t write, put together your best thoughts and ideas. Then call me. (715) 584-6773 or email terra@fletcherfreelance.com. I’ve published hundreds of quality articles for dozens of markets.  Writing for the web is my specialty.

Shawano Area Writers

The Shawano Area Writers have a new website, shawanoareawriters.org.  The site was donated by fletcherfreelance.com.  It still needs a little tweaking, but it is about time this group had a web presence.  Please take a look.  Your feedback is appreciated.

Art by Giessel

I just had to share!  I opened my email today and found this:

My dear friend, Lisa Giessel, is a very talented artist.  I was pleasantly surprised that she chose me as her recent muse.

Lisa does wonderful work from photographs, as you can see here.  You can commission her to work for you, too.

Please check out her new website, artbygiessel.com.  Her rates are very reasonable.  Her talent is incomparable!

Thanks Lisa!

How to Write an "About Us" Page for a Company Website

Please enjoy reading one of my latest articles.  (Click on title to follow link.)

2010 Marketing Predictions and Tips

The world of marketing and advertising is an ever changing place. There are some constants that will never change. There are some fads that grow and disappear before we have time to add them to our to-do lists. Somehow we are into the year 2010. This is more than just another year. This is the start of another decade. Each decade gets just a few things forever attached to it. What’s next?


Social Networking

I felt obligated to address this first. Social networking isn’t going away. Depending on your business and your target market, you probably should be involved in at least one venue. Don’t spread yourself too thin and don’t do anything half-way. Don’t expect to sell directly via social networking. Do expect to make business connections. Do expect to waste spend considerable time on these ventures.

I predict businesses are going to demand more concrete numbers showing the impact of their social networking investments. The excuse, “it’s hard to say what the tangible benefits are,” isn’t going to stand. Social networking as business marketing has moved from the experimental phase to decision making territory.

Word Of Mouth

This is and always will be the best form of advertising. Negative word of mouth spreads like wildfire, but something exceptionally good can spread almost as well.

It’s funny; I think that a big part of the need for society to be so “connected” is actually a lack of human interaction and too much time with technology (I guess that’s a subject for another time). Nothing replaces human interaction. Provide the best customer service possible and people will remember.

Try doing something really human in 2010 and beyond. Send out a hand-written thank you cards or follow up your business interaction with a phone call.

Website

The traditional website is going to make more transformations in 2010. It needs to be more interactive now. The business website needs to allow its visitors ultra quick ways to interact. Ditch the flash animation. We know you paid a lot for it, but now it just looks gaudy and dated. Instead make sure there is place for feedback, comments, and links to your favorite social networking vice.

*For a free “2010 Website Review” email terra@fletcherfreelance.com or call (715) 584-6773 today.

Online Video

YouTube is ranked second only to Google. Never before has it been so easy and inexpensive to share video with the world. Your video doesn’t have to be a masterpiece, but it does have to be good. A well-scripted, but natural video is best. If you sell a product you probably should have a demo of how to properly use it. Promote a 2010 event with video footage from the 2009 event. Restaurants- show your chef making their most requested entrée. Offices post a tour of your building.

Information Overload

You’ve seen the commercials about search overload. It’s more than just search overload that we are facing. Never before has one had the ability to acquire so much information so fast. The problem is that the quality of information has never been so poor. Attention spans are short and audiences don’t want to wade through swamp water to find what they’re looking for. Content is King; like never before. People are looking for clean, simple, and direct.

To stand above the muck, marketing campaigns need to be different. Websites need fresh, relevant content. Commercials should not shout or feature fast-talkers. Individuals need to see transactions as personal and relationship based. They want to do business with someone that looks professional and successful.

For more personalized 2010 marketing plans and suggestions please contact terra@fletcherfreelance.com or call (715) 584-6773 today. It’s not too late to write your 2010 marketing plan.

Ztek Design

I met with Jeff from Ztek Design last week. Jeff does website developing. His rates are very reasonable and most sites can be up within a couple of weeks. Jeff can also help with calendars, guestbooks, email blasts, and some graphic design.

Does My Small Business Need a Website?

In a word, yes.

Does your business have a phone number? If that seems like a silly question that’s because you understand how much business you would lose without a phone number. Today, a website is just as important (if not more important) than a phone number.

The credibility and professionalism of a business is called into question if they don’t have a website. Many consumers use the Internet in place of a phone book. If a business doesn’t have a website they are missing a large market potential. Additionally, there are often individuals that know your company name, but not how to get in touch with you. Small businesses need a website.

I know that if I’m looking to do business with a company I almost always check out their website first. Even if a company has been in business for decades (if they don't have a website) there is a lingering feeling of uncertainty.

Surprise #1

There is no need to spend $1,000s on a website. Even one simple webpage highly increases your selling potential. One page can showcase your logo, unique selling proposition, mission statement, specialties, products or services, and contact information.

The return on investment can be very high. It usually costs very little to host and maintain a website after the initial setup. A simple website may not need frequent changes or updates either.

Surprise #2

You don’t need to sell anything on your website! Don’t think that your small business needs to set up complex forms, stores, checkouts, or payment options. All you need to do is be present so that when a potential customer types in the town name and business genre they are looking for (TA-DA) you show up.

Surprise #3

It isn’t hard to get top rankings for a local market! If you were under the impression that it would take extensive time and a large budget to get a high page rank, think again. Because small businesses usually cater to local markets and fill a specific niche they are easy to find. Again, if consumers type in the city and service, likely you’ll be on the first page of search results.

Of course your site should be well written and contain the keywords that your audience will use. You will want to list your website on your marketing materials just as you would indicate your phone number. Bonus: websites are usually easier to remember than phone numbers. There are also many free directories online where you can list your website.

If you have a business, you should have a website. If you need website content or Internet Marketing help, you need fletcherfreelance.com.

TLC Professional Services

TLC Professional Services is one of those great businesses that have been around forever and finally decided it was time for a website.

Ed was very easy to work with and got the simple site he wanted.

For commercial cleaning in the Madison, WI area call TLC today. TLC gets it done right, the first time.

Why Hire a Copywriter?

They say that if you build a better mousetrap the world will beat a path to your door.

Not true! For one thing, have mousetraps really changed over the years? If I were to buy a mousetrap I’d pick the basic cheap one over a fancy, brightly-colored trap for twice the price. On the other hand, if the new and improved mousetrap highlighted it’s eco-friendly materials, humane methods, and guaranteed results, I’d probably spring for it (pun possibly intended).

Today just about anyone can build a mousetrap or offer professional mousetrapping services. Each of those companies probably has a website and a direct response marketing campaign. Yours has to be better than theirs are.

There it is! That’s the big marketing secret. (Well, one that I’ll let you in on here. Stay tuned for more.)

Tangent Alert!  ***Do you have a professional looking website? Today people Google before they flip open the phonebook. If your business doesn’t have a website-- stop reading this right now and go get one! (You don’t really have to stop reading. In fact you should read this, but I want you to know how important a website is! Ok, off my soapbox and back on subject.)***

You are really good at doing your thing. You have the passion, persistence, will, drive, and ambition. You have all the ingredients necessary to succeed at doing your thing. Entrepreneurs raised me. I know that you are a different breed.

How do you stand apart from the competition? How do they know you are so great? In addition to truly offering the best mousetrap or service, you need to succinctly present the features and benefits your customers receive from choosing your company.

As we become better at the thing we do- we surpass our contemporaries. A successful businessperson knows they can’t be good at everything, nor do they want to. As your business grows your time becomes more valuable. You should be doing your thing. A recent client of mine likes to quote Ross Perot. He says that you don’t have to be good at everything to succeed. You just have to have the right people.

Let me give you an example of how the mind works.

One day a man named Andrew (okay, he’s my husband) was on the phone patiently explaining to a friend how to do an automotive repair. Now, I consider myself a car enthusiast. We attend several car shows a year.  I've had several articles about cars published.  I could change my oil or a tire, should I choose to do so. My brother is a racecar driver. My parents’ business sponsored racecar drivers when I was growing up. We went to the races every Sunday night. Yet, I had no idea what Andrew was talking about.

Andrew was so frustrated that his friend couldn’t figure out how to do this “simple” repair. Andrew said, “It’s so easy. You just look at it and you can tell how it comes off and how to change it.”

I told Andrew I wouldn’t have been able to figure it out either. He still couldn’t understand why his friend didn't get it, after all, it was so simple. I said, “Well, I can’t understand why you can’t spell. To me it just comes naturally.”

Words. Writing. Yeah, that’s my thing. And I do it well. Call (715) 584-6773 or email me today. I’d love to help you do your thing and make sure everyone knows to get their mousetraps from you.

Check out my website!

I’m a firm believer in, “No website should be stagnant.” That means mine, too. I like trying new ideas. I've been playing around with the colors and theme and I added some content.  Check it out and let me know what you think.