Please Don’t Flash

Both myself and most web developers will tell you to skip the flash. Of course flash has its place, but embedding flash into your website is asking for trouble. Flash isn’t supported by a lot of devices. You can create many of the same products with free web applications and technologies. Try JavaScript, HTML 5, CSS 3, or others.

Why Not?

Apple refuses to allow Adobe to create a Flash plug-in for its devices because Adobe has had problems making said plug-ins secure and high performing. Apple even removed the Flash plug-in from Macbook Air. Sites with Flash often take longer to load and we all know how impatient web surfers are. I once read that you only have six seconds before they click away. And with Google Instant, speed is crucial. When major search engines can bring up thousands of sites in an instant, who will wait for yours?

When is Flash Okay?

Well, it isn’t easy to otherwise embed a video into a website. A Flash plug-in is often the only way to play video on every browser (without headaches). And where would we be without sites like YouTube? Many game developers have become Silicon Valley sensations for creating addicting Flash games.

What’s the Future?

Adobe ceased development of mobile Flash in November. HTML 5 is the new route. Some predict that the desktop versions of Flash are not far behind. CSS and JavaScript are poised to take over.

Your Website?

It’s about that time when I do an annual update to my website. (I mean, really overhaul it.) I recommend a facelift at least once a year for most businesses. If you’re looking at your site, ask if your Flash animation is necessary or if it’s just some attention seeker? If your site really would benefit from a demo or video of some sort, that’s fine. Just make it the user’s choice. Add a button to your homepage that routes the viewer to the video.

Need your website reviewed? This is the perfect time. Let me use my SEO knowledge, marketing techniques, and eye for spelling and grammar to get your site ready for 2012. Email me now for a website review ($39). Terra@FletcherFreelance.com

2012 Website Tips, a Sneak Preview

I know it is a little early to be thinking about 2012, but is it? It is always a good time to get your website poised for the future and SEO is a long-term project. I came across a minor error on my site and thought it would be a good time to address 2012 site readiness. So let’s make our to-do list together.

1. Give your site a checkup. It’s hard to know where you want to go, if you don’t know where you’re at currently. My favorite sites for checking your rank and visibility are Alexa.com and LocalVisibility.org.
2. Similarly, you’ll want to revisit your keywords. Are you still looking to target the same audience with the same services? You may find that your focus has shifted and your keywords need realignment.
3. Update your content. Content is king, remember! Update your site to include any new products. Update your personnel listing. Add social plug-ins. List any current promotions.
4. Plan your online marketing for 2012 now. Start lists of blogs, articles, and status updates that you’d like to use for the new year. In slower times, build up your articles and posts so they are ready to go when you’re busy. If you’re not sure where to find content, ask the people that answer phone calls and emails to write down questions they receive. Use your online networks to your advantage. Ask your communities and followers what they’d like to see in the year to come.
5. Check your links. Where are your incoming links coming from? Are the sources varied, relevant, and reputable? Do all of your outgoing links still work?

What’s on your list for the new year? Share in the comments below.

A Better “Me”

Terra L. Fletcher, 8 years old

I have this really great article on How to Write an About Us Page for a Company Website. Sometimes it is hard to follow your own advice. Matters are further complicated when you are your brand.

I read stacks of magazines. And what struck me recently is the simplicity of most interviews. Most are brief question and answer segments that give you just a taste into someone’s personal life. This got me thinking about my About Me and Biographies that I’ve written for various purposes including websites, profiles, and info I send along for speaking engagements.

My About page on my website was a 533 word essay (including mission and vision statements). And not what it should be, a quick glimpse into my personal life in an easy to read format. To fix the problem I called on a freelance writer I know for help.

I asked Amanda Lauer what questions she would ask if she were interviewing me. Here are my answers. Hopefully this is just enough to satisfy your curiosity and leave you wanting just a little more.

Where are you from?

I was born in Milwaukee. I moved around a lot when I was young, but I’ve been living in Shawano, Wisconsin long enough now that I call it home.

What formal education do you have?

Formerly, I dreaded this question. I’d stall, saying that I went to school for this and that and I studied this and that… and that’s all true, but I don’t have a degree. In anything.

I knew my business was doing well when people stopped asking what my degree was in. My work speaks for itself. Don’t get me wrong; there is nothing wrong with formal education and I do believe strongly in continuing education. My grandmother was a schoolteacher and she encourages me to learn something new each day. And I read. A lot. You can learn so much from experience and good books.

What is your business background?

Much of what I know about business must’ve come to me through osmosis. My parents were hardworking entrepreneurs. I started working as a young child. I spent spring and summers cleaning cottages and taking care of guests. In the fall and winter the chimney cleaning business was booming. I did everything from exhibiting at trade shows to answering phones and designing customer retention programs. I created my first website for my parents’ business. As a teenager I got jobs in supper clubs and once at a nursing home. For five years I worked for a manufacturing company where I learned inventory, accounting, and production. If you really want to see my full resume, email your request.

How did you get into your current line of work?

I’ve loved to write for as long as I can remember. In 2007 I tried selling what I wrote. I soon realized “I must be pretty good at this.” I sold articles on a variety of topics to a wide range of publishers. When I combined my varied business knowledge with my love of marketing Fletcher Freelance was born. I began reading everything I could on psychology, marketing, writing, and business.

What is the focus of your business?

Fletcher Freelance provides marketing consultations. First, I like to get to know where a business is and where it would like to be. I help put together a marketing plan and then we begin. I specialize in internet marketing and website content, specifically search engine optimized website content. Social media marketing is also a favorite venture.

What is your wish for your professional future?

I have a young son and I enjoy the freedom and flexibility that comes from working at home. I hope to continue to do so. I’d like to do more work for internet marketing agencies and web designers – providing them with quality website content. That is what I enjoy doing the most. When I write my talent really shines through.

What is your perspective on the current economy?

There are still people with money. You can blame your business shortcomings on the economy or you can view it as an investor’s market. Now is the time to invest in your business to get the most out of it. Don’t be afraid to take action. That’s the way I try to run my business, always looking forward.

What is the most gratifying thing about what you do?

Writing has always been a passion. If I can write and get paid for it, I’m happy. When my clients get a positive return on their investment, I’m deliriously happy. And when my work pays for itself, I know I’m doing my job. Plus, I get to work with really great people. I especially enjoy meeting local business owners.

For help with your professional biography or company About Us page please call me today at 715-584-6773.

Improving your Online Visibility

From simple steps you can do yourself to tasks that require assistance (ahem, Fletcher Freelance), there is much that can be done to improve your online visibility. Particularly your local visibility.

Local Search

It is essential that you claim or create a business listing on the local search side of all major web directories and search engine directories. This would include sites like Google Places, Bing Local, and Yahoo Local – to name a few. When you do, be sure to put your business in the right categories (check what your competition is listed under). Fill in every blank you can. List your products or services, list keywords, and add a photo wherever these options are available. Encourage your customers to write testimonials for your use, but also let them know that their online reviews will allow you to help other people like them. Make it easy; give them a link to such sites. (If you do get negative reviews, be sure to respond to them.)

If you don’t claim your business on these directories, your business information may be listed incorrectly. And someone other than you could claim a listing and post incorrect information.

Also search for industry specific directories. If you’re a hair salon, Google “hair salon directories.” List in every one that is free. If you find success with one of these directories, it may be worthwhile to pay for a premium listing on a site.

Social Media

Social media is a fun way to interact with your customers. Find out where they are hanging out online and make it your aim to master one site. Focus on building relationships and becoming a subject matter expert, someone they’ll think of when they need what you have. You’ll gain visibility by engaging in dialogue and sharing interesting tips. Social media also puts you in front of your customers and potential customers more often. And it is a common way to share recommendations.

If you are new to social media, don’t just start “talking” right away. Follow other conversations first; then join in. If you need help with this tricky avenue of online marketing, consult an expert.

Website

Make sure your site is easy to use and easy to find. Consider keywords and how people will find your site. Quickly address why most visitors come to your site in the first place. You should answer all customer questions here: who you are, what you do, how to contact you, prices, and your latest news. Gather a piece of contact information (i.e. email address) so that you can continue to build a relationship with them.

Please keep in mind that this isn’t a once done and always done kind of marketing. Your online visibility needs to be maintained. Fletcher Freelance usually recommends a Jumpstart Internet Marketing Package followed by a Monthly Maintenance Package. Please call for specific recommendations for your industry and business.

(715) 584-6773

Your Business Website – Tips and Hints

1. The purpose of your site is to inform, educate, and provide customer service – not to sell.


2. Carefully consider the words you use on banners and navigation menus. This short copy is exceptionally important.

3. Use action words like visit, request, subscribe, click, and buy.

4. Emphasize benefits, not features.

5. Write to your target audience.

6. Include a call to action.

7. Layout should be the right blend of emphasis and info. Use bullet points and plenty of white space.

If you’d like a website review from Fletcher Freelance email your request and the URL to terra@fletcherfreelance.com or call (715) 584-6773 today!

What to do in Shawano, Wisconsin?

“There’s nothing to do in Shawano.”  Have you ever said that?  Well, here's an idea.

Recently I had the privilege of working with Shawano Sports Park to update their website. In the process I got to know Mark Klister, co-owner of the park. The Klister family has gone to great lengths to ensure that your visit to Shawano Sports Park finds you in a safe, clean, family-oriented environment.

Shawano Sports Park has batting cages, adventure mini golf, and a go kart track. It is a great place to go with your family and friends. They have something for everyone and if you don’t have fun there, it’s your own fault. The 2010 season is off to a great start and with their generous summer hours, everyone should have plenty of opportunities to visit the park.

If your website could use fresh content that is search engine optimized call or email Fletcher Freelance today at (715) 584-6773 or terra@fletcherfreelance.com.

Elevation Web - website content

I worked with Elevation to rewrite much of their website content.  I'm so pleased with the results.

Elevation is a web and media solution firm that provides services for non-profit organizations.  Check out their new site here.

Websites can yield maximum return on your advertising investment if they are search engine optimized, user-friendly, and high quality.  If you'd like a comprehensive website review or a rewrite of your current content please call (715) 584-6773 or email terra@fletcherfreelance.com today.

Crafting Catchy Titles

A catchy title determines whether your audience will respond to your “call to action.” If you want someone to read your article or attend your seminar, you need a catchy title.

Consider where your title will be used. Is it primarily for print media? The internet? When writing for the web, be aware of keyword usage. How would someone search to find your class or article? When writing for print, you can usually be a bit more creative. Play on your readers’ natural curiosity.

When choosing the wording of your catchy title, keep it clear and simple. Your title should not be more than 20 words (3,5, or 7 word titles are ideal). What is important to your audience? Use words that address their needs and affect their emotions. Answer your audiences’ skeptical, “what’s in it for me” attitude. Then address why they need to respond now. Why should they click, open, sign-up, enroll, or read on?

When you craft a succinct title, your conversion rates will increase.

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.

Internet Marketing 101 - Part II

Website Tips

1. Submit your website to Google Webmaster tools to get analytics on your site.

     a. What isn’t measured doesn’t improve.

2. Add more content to your homepage.

     a. Homepages rank highest in search engine results. It is crucial that keyword phrases (what people will use to search for you) are included on your homepage.

     b. Learn SEO (search engine optimization) or get someone to help you that has experience.

Two Keys to Being Found on the Internet

1. Solid content

2. Link building

     a. Comment on other sites/blogs and your name links to your site. Likely the site owner checks you out, too. NOTE: Comments should add value.

     b. Link to others from your blog/site. Some blogs auto track back.

     c. Article marketing such as eZine allows a link in the resource area.

     d. Link worthy content. Others can’t resist linking to you because you’re so good.

Write your Internet Marketing Plan

1. List your goal and strategies. Start general.

     a. Make this list more specific.

     b. Decide on the tactics you will use.

     c. Get out your calendar and write down when critical tasks will be accomplished.

          i. Many people find it easier to work backwards. Picture your end goal. Now what was the last thing that you did before you got there?

2. Consider your budget.

     a. Most people/businesses have either more time or more money.

          i. Figure out what your time is worth.

               (a) Hire someone to take on the tasks that aren’t your thing so you have more time to do your thing.

     b. Track your expenditures and return on investment.

3. Summarize your plan and refer to it often.

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.

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.

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.

Valley of the STARZ

I’m very excited to be working with Teo from Valley of the STARZ. Teo has an impressive business background. A few years ago he decided to start an entertainment agency. Valley of the STARZ features quality musicians, professional impersonators, comedians, and actors. Teo has hired me to help with the content on his site. If you are looking for some entertainment for your next event, be sure to check out Valley of the STARZ.

Don’t forget to check back as I transform Teo’s website!