Design your website to grow your business.

This past Saturday, we were live on 740 AM KVOR on the show Our Town Stars. Did you miss it? You can listen to the podcast here.

We design your website to help earn you new and repeat business. What’s the secret sauce? There are 5 important elements to a successful website, but the main premise is this: think of your website as if it were a sales employee in your business.

use-your-website-to-grow-business

Set goals for your site

A savvy business owner would not hire an employee and then give them nothing to do, or even unclear objectives. The best managers give clear, achievable goals for employees, and the same should be set for your new site. Determine 2-3 very specific goals for your website, and then make those goals clear throughout.

Design your website to be scanned.

We love to read. But our experience with the online realm tells us that the online reading experience is much more about effective scanning than dense reading. So design your website to help your site visitor quickly absorb information by:

  • Using lists and/or infographics to quickly call out key details.
  • Using call-to-action bars, sliders, or sidebars to emphasize your site conversion goals.
  • Valuing page space in descending order: Top Left, Top Right, Bottom Left, Bottom Right. Put critical information closer to the top left.
  • Making a page for every service. This will help site visitors quickly find key information about your business, whether humans or search engine bots.

Great sales employees understand how to efficiently connect customers with the product or service that best fits. Similarly, good design in your website helps it actively guide your site visitors to find what they need as quickly as possible.

Design your website for business growth.

Give your website the resources it needs.

The best and most dedicated sales employee can only do as well as resources allow. While a website could be expected to handle several hundred customers at once, even sites have limits based on your hosting. Give your site the hosting resources it needs. Don’t put a video-heavy site on budget hosting. We work with a local partner, 9th Node Networks, to match each site we design to that just-right level of hosting resources.

Create an ongoing development plan.

Even an excellent salesperson benefits from long-term development. Put a plan in place to keep your website evolving. Not only does this help with search engine ranking, but it also helps you keep an ongoing conversation with your audience and stay in touch with existing customers. Good results do not happen overnight – not with people, not with websites. Give your site time to start working for you, and if need be…

Evaluate and adapt.

Over the course of time, adapt your website for what is working and not. Make sure you have site analytics so you can see traffic patterns on your site. See where you lose visitors on your conversion pages and adapt according to what the data tells you. Fire your website if it doesn’t do its job. Hire additional websites, like custom landing pages. Stay in regular touch with your analytics system so that you understand how best to change your site to respond to how customers interact.

Key Takeaways

Don’t treat your website like a giant online brochure. Treat it like your newest sales employee. Train your site to be effective in representing your business and earning you new and repeat business by following these five steps: set goals, use design effectively, provide adequate resources, make a longterm plan, and evaluate and adapt.

 

How Drip Marketing Works for You

drip-marketing-campaign

Drip marketing is a great tool in the arsenal of the small business owner. If you’re like most entrepreneurs, your time is at a premium. You want to grow your business. You understand the need to reach out to customers and cultivate lead relationships. If only you could find more hours in the day, you’d do more. Let’s take a look at how clever automation can help you get some time back, so you can stay focused on your business.

What is Drip Marketing?

Drip marketing is a style of marketing to and nurturing prospective leads for your business through automation. Email marketing is the most popular choice for drip campaigns, because it is affordable and easy to automate. Use it in a targeted marketing campaign to accomplish a specific goal for your business.

How does it work?

As we mentioned in the last post, we believe you should start with strategy. Start simple. Identify one specific goal to emphasize for your business. Determine where incoming leads are most likely to appear for that goal. Set up a way to capture those leads as email address contacts, and then set up a mailing list to check in with those leads on a specific schedule.

Let’s see a drip marketing campaign in action.

Consider a beauty salon, headed into spring and summer. It’s wedding season, and the business owner wants to increase the number of bridal parties who book beauty sessions at the salon.

Step One: Capture Leads

She creates a landing page, designed to attract prospective brides to the salon. She starts an ad campaign for the page to drive traffic. The page clearly lists the great packages she offers for bridal parties. At the end of  the page, there’s a form where interested parties can sign up to be entered into a drawing for a free day of pampering for the bride and free beauty tips to help make the big day a success.

Step Two: Nurture Leads

A bride-to-be signs up for the list, because who doesn’t love free beauty tips? She immediately gets an email thanking her for her interest and confirming her sign up to the list, because who doesn’t love double-opt in?

Three days later, she gets her first informational email: How to use eyeliner for your eye shape. The great tips demonstrate that this beauty salon is knowledgeable and offers the right solution for each client. In the email is a special offer for a pre-wedding facial, to help create beautiful, glowing skin as a base for great makeup.

A week later, she gets another inbox gem offering 5 strategies for a worry-free wedding day beauty prep. Brides are juggling a lot to make sure their day goes off without a hitch. This email demonstrates that the salon owner has the expertise to help reduce that stress, and offers a discount for hair appointments booked for the entire bridal party.

The next week, she’ll get another email. But only if she’s opened and engaged with at least two of the first three. The salon owner doesn’t want to spam even informational emails to uninterested customers. If the bride hasn’t opened prior emails, she won’t get another email for two weeks, and it will be a form letter from the salon owner to offer a personal thank you for connecting with the beauty salon, and she hopes the bride has found the tips helpful. It will have a link back to prior emails.

Step Three: Profit

Drip marketing is a great way to kickstart and cultivate your lead relationships with a minimum of effort from the salon owner. But there’s no substitute for real, genuine, human interaction. A great drip marketing campaign can help the owner know where to spend her time, collecting and then pre-qualifying email leads based on interest and engagement. Then, she can follow up directly and personally with only the most engaged customers to help close the sale.

Kiss your scattershot marketing goodbye.

Too often, small business owners make sincere efforts to market their businesses any way to any one. Often, this translates to spending valuable time pursuing leads that don’t pan out. If you know your market and your business, we can help you pair a great landing page with an equally effective email marketing campaign to help you make the most of your marketing time and money. Let a good drip marketing campaign be the sweet attraction for your services, and then spend your time where it matters most.