We love the WordPress community! This was the weekend of WordCamp Chicago. As usual, it was a time to learn, to share, and to meet old and new friends. We’ll be posting some of the interesting sessions here as soon as they’re posted on WordPress.tv.
Steve was a speaker this year, on the topic of “Fun with Chrome Developer Tools.” (Yes, developers think this is fun!) Thanks to the many people who came to the presentation and offered comments and compliments!
How do I change the font size? Why is the background blue? These are questions easily answered through the Chrome Developer Tools. Anyone wanting to do any customization of a web site needs to be familiar with them.
So you’ve got a brand new website, and it looks great. Well designed. Smart use of color. Smarter use of white space. Reasonably easy navigation. A business owner’s dream website.
But there’s one problem. Your website simply isn’t engaging.
It looks good, loads fast and seems to work well. But the copy is bland. Nah, it’s boring. It’s not written to entice the viewer but simply to provide information. So visitors to your site just don’t buy in to what you’re selling. They don’t sign up for your newsletter or your blog. They don’t opt for your special offer. They just leave. And they certainly don’t share your site on social media!
How good is that website now? Not very. If you think that site could be yours, it might be time to rethink your web strategy.
Think strategically. What do you want your copy to accomplish?
Here are six easy tips to get you started:
Think about the problem your products or services solve. Are you telling visitors to your site how you can help them? Don’t make them guess.
Have you defined your target audience? The way you “speak” to Millennials is not the way you should “speak” to Boomers. Your copy style is important.
Never “assume”. If you want visitors to your site to do something, tell them. Sign up. Click here. Order now. Call now. Tell your friends. Short little sentences. Easy to write.
Make it easy for visitors to absorb your content. Is your product one that can be marketed with humor? Create a short clever video or hire an illustrator to create original cartoons to get your point across.
Be relevant. Do you offer services for a serious issue…..for example, one that’s health-related? Easy-to-understand charts, infographics, copy with clear steps or bullet points and explainer videos are smart ways to share important information.
Make it easy for visitors to share your content. If you’ve succeeded in bullet points 4 and 5, this should be a piece of cake. People share what they think others in their world will like. Content that’s interesting, amusing, informative, exciting, compelling.But don’t forget to tell your visitors to share your content. Share icons are important but saying “be sure to share this with your friends” is just smart.
Your website may rank high but if visitors aren’t engaged once they land there, you’ve got a lousy site. Make sure your content is clear, well-written and speaks to your audience in language they understand and relate to.
If you can’t do it yourself, hire a professional copywriter. It’s well worth the investment.
There’s a big difference between done and done right.
You’re starting a new business and you’re on a limited budget. Your head is spinning with all that needs to be done, and most of it is being done by you. But you’ve never built a website and you don’t really have time to learn how now.
What to do? Maybe you’ll hire the cheapest person you can find just to get a site up. That way, at least you’ll have something to show for marketing.
Your website is the face of your business, the representation of your brand. The worst way to start a business is to skimp on your brand. Would your skimp on your product? Not likely.
Just because there are build-your-own-website-in-an-hour sites doesn’t mean that’s a good idea for your new business. Think about it.
Suppose your new company will sell customized products online. You need e-commerce and a secure shopping cart. Do you know which one is best for customized products? What about online customer service? How will you handle queries?
Then there are hosting concerns. Who should you use to host your site? Whoever you select better offer SSL or Chrome will label your site “not secure”. Not all webhosts provide SSL certification. Do you have time to research the best vendors for your tech needs?
Speaking of tech…..what about tech support, maintenance and backup? Your site needs to be monitored for dead links and security issues. Updates need to be installed as they come out. (We’re WordPress people — updates, including plugins, come out regularly). Odds are your bargain site builder will not handle that for you. So you’ll need to get up to speed on backend issues. Because you can’t afford for your site to crash or be down for any length of time.
Of course, your site will need to be responsive so that it looks the same and loads fast on all devices…..and various browsers. Do you know how to do that?
Behind the scene is only part of the game. There’s also the front end – how your website looks — your business’s face to the world. Are you versed in UX (user experience)? If a visitor to your site has a bad one, odds are she won’t become a customer.
You need to understand navigation so that visitors to your site find it easy to get around and find what they want. You need some design knowledge so your site is visually compelling. You need to understand SEO (search engine optimization) so that visitors find you in the first place. If you’re not a good writer, it’s hard to write engaging copy. Even if you are a decent writer, do you know how to write for the Internet where patience is not a commodity?
So, yes, you might be able to get your new website done on the cheap. But odds are it won’t be done right. And that’s a lousy way to start a new business.
If you collect information from people who visit your website — email addresses, passwords, credit cards – please take a few minutes to read this post.
Google Chrome is about to make some critical algorithm changes that could impact your business.
The upcoming Chrome release –expected around the end of the month — will label website pages that collect credit cards or passwords, but are not using SSL (Secure Sockets Layer) as “not secure”. This is not something you want visitors to your website to see!
Pull up your website and check the location bar at the top of your browser window. If your website address starts with “https”, your site is secure. Google will love you…. or at least like you a lot.
If your site starts with “HTTP” (no “S”), your site is not secure and Google will label it as such.
If you collect passwords or credit card info, you need to get that fixed asap! You don’t want to run the risk of a potential new customer coming to your site and being scared off because it’s labeled not secure. It’s much wiser to get it fixed before there’s a problem.
Eventually, all sites will need to be SSL because Google will favor HTTPS pages over HTTP. If you’re concerned with Google ranking (and who isn’t?), you want a secure site whether you collect any information or not.
Check with your website hosting provider to learn how to set up SSL for your site. Some providers offer it free. Others charge a fee.
We recommend hosts that provide free SSL encryption from LetsEncrypt as part of their basic package.
If your site does not currently use SSL encryption, we can handle that for you. The costs will vary, depending on where your site is hosted. Give us a call or shoot us an email for a quote.
The goal of marketing is pretty simple. Attract, inform, engage.
You want to attract new customers. Then let them know how your products or services can help them. With clear, concise content and compelling graphics. Easy, right?
It should be. But too often, people make it far too complicated. Especially on websites. We’ve all seen sites that made us wonder why a company would ever attach their name to them.
Some of the most offensive generally include one or more of the following:
Flowery copy Way too much overblown copy. Overwriting doesn’t attract. It bores. And boring content doesn’t get read. Instead, keep your copy clear and as concise as possible. If you can’t do that, at least break long copy up into digestible chunks. Or use subheads to make it scannable.
Convoluted navigation Confusing navigation leads to a crummy user experience (crummyUX). It’s frustrating to have to guess where to click to find what you need. So visitors to your site end up leaving. And going to a smarter company’s website.
Why not make it easy for people to find what they’re looking for? Figure out the simplest way for people to move around your site. The fewer clicks to find something, the better. Make finding information easy.
Poor use of graphics Compelling images can grab our attention. Bold, bright colors. Unusual designs. Wildly clever visuals. But when graphics make copy illegible, your clever marketing messages go unread.
Mixed messages Your business might be the best in the industry. But odds are there are only one or two things that make it really special. Focus on those one or two things as key points of differentiation. Streamline your messaging so it has more of an impact.
Hidden contact info Make sure your business phone number and email are in an easy-to-find place on your site. If you’ve ever tried to call a restaurant from your cell phone and not been able to find the phone number, you know what I’m talking about.
Five easy fixes. Well worth taking the time to do if you want your website to bring you new business.
I was walking down Shermer in the old leafy suburban paradise and saw that sign announcing the new place, “Agave Anejo Mexican Grill,” and immediately had this thought: They’ll never make it.”
Why? Their sign was crooked. The restaurant owners were not paying attention to the details. One little thing mars a greater whole. It’s the tree across the path. Once seen, you can’t unsee it. Your expectations have been set.
When you build a website, pay attention to the big picture but sweat all the details. Your mother was right when she said ” you only get one chance to make a first impression.”
Websites differ in design and style. But there are certain features that all good websites have in common. Here are 6 of them:
Readability Legibility is paramount when reading digital copy. Can viewers read the copy on your website? REALLY read it? On a cell phone or tablet as well as a laptop?A good website is designed for ease of reading on ALL screens. That means fonts are web-friendly, reverse type is used judiciously (white type can be dramatic but it’s hard to read as body copy) and clutter is kept to a minimum.
Clear Messaging Will visitors to your site clearly understand what it’s all about? Or will they have to fiddle around to discover who you are and what you do?Once someone lands on your site, you’ve 15 seconds to convince him to stay.
It’s tempting. You’re a startup with tight (or no) funds. You don’t want to spend any money unless it’s absolutely necessary. You see all the DIY website promos and figure “how hard can it be?” Looks like a no-brainer. So you opt for WIX or some other development program and build your own website. For free. Over a weekend. An entire weekend!
You launch your website. But no one comes.
Hmmm. What went wrong?
Your first mistake was to assume you could do something on the fly. Web developers and designers are generally highly trained. They’re schooled and skilled in writing code, designing layouts, font and color selection, navigation, and UX. And if you hire a web development team, there’s a copywriter or content creator on board to make you sound as good as you look. And likely an SEO expert so that your website comes up when people search for a keyword or phrase that’s incorporated into your copy.
Oops. You probably didn’t consider that when you opted for DIY.
So before you waste a lot of time and commit to a drag and drop website, ask yourself these 6 quick questions:
Do you have the time to learn how to build an effective website or should you use that time to build your business?
Do you have a solid grasp of marketing and a clear picture of how your potential clients use websites?
Can you write compelling copy and calls-to-action?
Do you understand UX and how people will navigate your website?
Do you know how to use color and custom fonts to build your brand?
What will you do if you waste spend 10-20 hours “building” a site that you can’t use?
If you answered “yes” in 1-5, you might have the skills necessary to build your own site. If not, call someone who builds websites for a living.
Your business needs a website that works. Save money somewhere else.