The Invisible Website Cure OR The Why Craving the “Cinematic Effect” is No Good

March 1st, 2010

It happens over and over again. I’m sitting with new clients and they are showing me a website they love. The page is all photos, or one large photo, or may even be a splash page with music and moving images. The imagery is powerful. The photographs are evocative. My husband calls this the “cinematic effect.”

But this is not an effective homepage.

There are two reasons why image-intensive homepages aren’t effective:

• A page that has only images is invisible to search engines. The search engines read words not images. You may have heard a search engine described as a spider trolling around indexing new and revised homepages.  Based on the words these search engine “spiders” find, and the agreement between the words, the search engine matches the page to people who are searching for those “keywords.”

• Words separate you from your competition. You may only get one chance to tell visitors how your business is unique, or how you can solve their problem. Even if they stay on your site, you have no control over where they click next…so make your opening message strong and compelling!

The solution, of course, to the gorgeous-but-invisible homepage, is a design that uses both images and words. Write the words first, and fit the images to the message to create a homepage that is harmonious and visually appealing…but above all, persuasive. State your unique competitive advantage loud and clear.

Two other important tips:

If search engines are very important in your marketing plan, then you’ll want to hire an internet marketing company that does keyword research to work with you. Ideally, your keywords will be placed in your marketing copy, page titles, and other key placements to help search engines “recognize” you.

When alloting your website budget, dedicate funds for great content, keyword research and optimization and professional design. You’ll also want to dedicate part of your marketing budget for ongoing website promotion.

Marketing research shows that a plain site with hot copy will outsell a gorgeous site with weak or mediocre copy–hands down. Take a copywriting class or hire a copywriter – great content will more-than-pay for itself.  Then get a simple site with a clean and polished look rather than a full-blown bells and whistles custom site.

The exception to my recommendation is for design-oriented businesses; if you are a photographer, contractor, architect, photographer or other design professional  you’ll want to show both strong design and words. People are judging you on your design skills so you’ll want to make a stand out impression.

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The Big Three Your Business Website Needs

February 22nd, 2010

It continues to be the case that business people sometimes obsess over the look of their website.

It is correct that your business identity or branding plays a role in your marketing, however to have website that brings you leads there are two other aspects you mustn’t neglect or your site is bound to fail. Also, making your site a visual extravaganza won’t necessarily help you sell more of anything and might even hurt. More about that in later blogs.

There are actually 3 things essential to the success of every website.

3. Promoting your site and knowing how people will find it on the Internet.

2. Providing rich, informative content.

1. A professional, industry-appropriate look and feel.

Balance your efforts and budget between these three to ensure you succeed in all three. You don’t want a great looking site with skimpy content and no promotion. Or an informative site with an offensively ugly design or unprofessional looking design. Nor can you succeed at driving traffic to a site with little there visually or informatively.

However, usually its the first…the desire for a stunningly beautiful or high impact website…where people go astray and the marketing project gets imbalanced and content and web promotion are neglected.

Have you done this? Any advice for newbies or can you add your own experience with being oblivious to the need to promote a new website?

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Overcoming Stress is a Key Small Business Skill

February 15th, 2010

Success books like “Think and Grow Rich,” tell us to think positively and eschew negative thoughts. The book tells us to believe and not fear…but if one has fears…then what? As successful people each of us needs to learn to overcome stress or minimize stress so we have lots of good energy to keep growing our success.

My Daugther, Me and My Mom

My Daugther, Me and My Mom

I’m not a psychologist and I’m not going to tell you what to do with your bad feelings. But I’ll tell you how I live with mine. I release them into a journal…or I run or garden or all three.

I’ve honed a set of self-care skills over the years. I’ve been an artist all my life and a classroom teacher for several years. I’ve been a parent for over 10 years and a small businessperson for the last 7 years. I tell you this so you know I don’t avoid stress.

As small business people we are putting out a lot of energy, meeting new people, keeping in touch with people, working in our business and coming up with new ideas. Businesses don’t grow unless we try new things and get out the comfort zone etc. However, to get out of the comfort zone we have to have energy. If we don’t have ways to eschew depletion and fill ourselves up…our energy will lag and we will become sick or lose our spark.

Here’s my list of stress busting, rejuvenating practices and some notes about my experience with each:

Journaling: The Artist’s Way by Julia Cameron is an excellent resource about discovering or recovering your creative self. One practice she describes in detail is called “daily pages” in which you write 3 stream of consciousness pages without pausing or editing. I’ve found that this practice helps me get out my negative feelings and solve problems rapidly. Any “problem” grows wearisome fast…and I therefore solve it.

hiking with my daughter

hiking with my daughter

Exercise: special mention of yoga and tai chi: To state the obvious, exercise is essential to health. Scientifically, we know that exercise releases adrenaline, which makes us feel up. Usually people focus on how exercise keeps weight down or makes us feel good. However, I believe the benefits of exercise go deeper much than this to regulate our hormones and maintain the health of all the “systems” of the body.

If aerobic exercise releases adrenaline and makes us feel up, yoga and tia chi focus on our breathing and stretching the spine, which releases stress and calms the mind and body.

Time alone: This is a key to health that hasn’t always been obvious to me. Time alone doing something I enjoy is rejuvenating and also essential. Try a walk, a trip to the bead, hardware, library or antique store. Or doing some work with your hands like baking, woodworking, knitting etc. An hour or two once a week makes a huge difference.

Time with friends: Make time for friendship and all kinds of connections. As a young parent I saw with fresh eyes how interdependent we are. We need other people…both as parents and as business people we need support. We need others to succeed. We need clients and referrals to clients to succeed and mentors to really fly.

Prayer and meditation: I make use of these too. Two years ago I prayed a lot because several friends were ill at the same time. I felt helpless and negative. I wrote out a prayer and memorized it so that when I started to worry I knew exactly what I was going to substitute in its place and switch gears. It made a huge difference to my energy and outlook to pray for healing, peace and strength and kept me going.

Also, one can learn religious or non-religious meditation. I learned a meditation recently that simply has you focus on breathing in and breathing out while counting to 10. Each # is an in or an out breath. It’s not so easy to focus the mind, but with practice one gets better at focusing on breath.

reading for relaxation

reading for relaxation

Reading for Diversion and Relaxation: As you may know if you’ve read my newsletter, I read a lot. I was a bookworm as a child. But the last few years I’ve moved from reading for pleasure to reading for information about business, success and kids. I rediscovered that reading for pleasure is very relaxing. Read books that are humorous, entertaining or transport you to another world.

By using my downtime to rejuvenate and building it into my week, I’m able to care for my family, run a business with my partner, be a leader in two networking groups and pursue my artwork. Feel free to write me about your stress-busting ideas. Schedule any of these stress busting activities into your week and watch your energy go up.

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Wordpress Websites, or Blog Websites, Don’t Have to Look Like Blogs

February 12th, 2010

I was walking with a friend yesterday and discussing the look of blogs. I was explaining that we are building lots of Word Press blogs for our small business clients these days because active blogs are excellent for building traffic and the blog has built-in, easy-to-use editing tools for updating the website. However, these sites look similar to other sites we build–they do not look like blogs.

Jim Shephard Bankruptcy Law Website

Jim Shephard Bankruptcy Law Website

If you are reading this you are probably familiar with what makes blogs look bloggy. Blogs all tend to have the same lay out and fonts. This page is a blog and it has the look most blogs have…title and text and then lists of links down the side.

However, when you build a Wordpress blog site you or most likely your web designer can give the homepage most any look you desire. What happens in a Wordpress or other blogging platform sites, is that you create some static pages and a unique design that can be applied to those static pages. You’ll probably also want a blog that you update frequently. That “blog” page is where you put the blog posts and it looks like a blog. Below I’ve attached examples of sites we’ve built recently.

The one suggestion I have if you choose to customize the whole blog page is to not customize the navigation. If you don’t customize the navigation, you can add a page to your main navigation at any time. If you do customize your navigation you’ll need to go to your web designer to add, delete or rename a page. Not a huge deal, but it is more convenient not to customize the navigation bar.

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The Answer by John Assaraf / Expanding on The Secret

February 10th, 2010

Nothing makes me feel more conflicted or secretive than books and movies like The Answer and The Secret. However, you don’t want to hear about my conflicting desire to be existential vs. my desire to do what it takes to be successful. We can have that conversation over a drink or on a hike sometime if you like.

The Answer by John Assaraf

The Answer by John Assaraf

There is valuable information in The Answer  by John Assaraf & Murray Smith and I don’t want to keep that under my hat. If you saw the movie The Secret, John was the one in the vignette in which he and his son open a box full of vision boards that has been in storage for 5 years. To his surprise the mansion…double, triple mansion that is…that they are living in at that very moment is the very same one pictured on one of his vision boards years from years before.

In the middle third of the book, he explains how to use affirmations, previous peak experiences, mission statements and vision boards to create a powerful mental picture of your desires and achieve them. The detail he includes thrills me, including a lengthly FAQ section about what do if all these numerous doubts or contingencies crop. For example, last time I tried using daily affirmations (about a year ago) I felt very anxious. Here he says change, even good change makes one anxious and pay attention to it, but don’t stop your affirmations.

Just for the record, I personally don’t believe the quantum physics line that movies like The Secret propose. However, I know these focus techniques (affirmations, writing ones goals, mission statements and vision boards) work and John Assaraf and Murray Smith do an excellent job explaining them because I’ve used them for about 5 years and have achieved almost everything I’ve set out to achieve. Also, I know that professional athletes and other high performers use these and similar techniques to hone their focus.

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This is the Scoop on Business Blogging — Check Out these Numbers

February 9th, 2010

Businesses that blog have 55% more website visitors than companies that don’t blog.

Companies that blog consistently and frequently have 6.9 times more search traffic than businesses that don’t blog.

I’ve included links above, if you want to see the numbers and the graphs from Hubspot.com. Hubspot.com is an internet marketing training and software company and they did the research on their blogging vs. non-blogging clients. Since the businesses in the survey are Hubspot.com clients,  you can assume most or all of these websites have good use of keywords and calls to action. These websites are better than your run-of-the-mill vanity site.

I’ve been recommending my clients blog weekly or  twice weekly. The reason being adding content to your website frequently and consistently increases your visibility with Google. As time goes by it also adds link backs or links to your site.

However, after reading these studies I’m more likely to recommend daily blogging. If you are running an online business, you’ll want to make time for daily blogging. If your company has a team or group, you might consider asking each team member to write a weekly blog post and assign them a day to upload it. A reasonable goal would be get to 100-200 posts rapidly while maintaining quality.

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Blogging: What You Can Learn from Dan Kennedy about Getting Things Done

February 1st, 2010

In Dan Kennedy’s book No B.S. Time Management for Entrepreneurs one of the main secrets he shares about getting things done is to put those tasks on your calendar. It’s pretty common to map out a day or a week; however, he suggests when you choose your goals and strategies, take it a step further and map the tasks or activities out onto a calendar a month at a time.  This way you focus your time on the activities that are most important to fulfilling your goals. If my memory serves me right, Dan Kennedy maps his time out a year at a time.

I’m getting ahead of myself. Let’s just talk about the blog…and getting it written. If you just wait until you have the time or inspiration strikes you, your blog won’t get written or it will get written sporadically. Whether your marketing plan calls for writing 2 or 5 entries a week, the key to getting this done is to schedule it on to your calendar and then let no one or nothing interrupt that time. It’s a firm writing appointment.

After a while your body and mind gets used to the routine. It starts to anticipate the writing time and prepare for it. I’ve been writing my blog and / newsletter on Friday mornings for years. Every so often I write a list of blog topics and if other topics crop up at other times I add them to the list.

Since I’m giving practical advice, I’ll tell you that my calendar is color coded with one color for appointments, phone calls and meetings and another for task time. Actually, I also have a color for family activities. (I used to keep a separate family calendar and when family events happened on a week day I would inevitably double book myself. It would frustrate me enormously.) There are a group of tasks I do every week that make my business grow–those include follow up calls, scheduling 1:1’s, writing blogs entries and articles, etc. and all of those are calendared a month at a time.

Don’t just take Dan Kennedy’s or my word for it. Many other famous writers had a regular writing time…

Next I’ll write about frequency of blogging.

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Blogger Inadequacy: What to do when you can’t or won’t write your blog?

January 29th, 2010

Week before last I wrote about the beauty of blogging. Ironically, the next week I was overcome with feelings of blogger inadequacy and had difficulty coming up with any topic for my blog. I had shifted from beauty to sogginess. It was pointed out to me by my friends and loved one that blogger inadequacy is an issue many bloggers face and is definitely a topic for my internet marketing blog.

The following might apply to any endeavor you are trying to do on an ongoing and consistent basis….exercise, writing, marketing, having family dinners…you name it…most of us have struggled with something at some time.

1. Negative Judgements and Negative Thoughts–I’m pretty sure this is the #1 reason most of us don’t do what it is we are trying to do. After all, after resisting my blog and feeling confused by why I was choosing to do something else during my blogging time…I recognized I was feeling inadequate about my ability to write my blog.

I have lots of experience with negative thoughts and I’ve also had a good deal of success at turning things around. I’m saying I feel well qualified to share my experience here. The thing to do is figure out what your negative thoughts are…what is it you are telling yourself that is keeping you from taking action.

Then you write or compose yourself a mirror positive message. You tell that negative thought to go where the sun doesn’t shine and give create a sunny place in your mind and heart for it’s good twin message.

Last week I was reading the Hubspot blog a lot. It’s an awesome blog written by a whole team of people. I was telling myself I’ll never blog as well or do social media as well as they do. That actually might be so, but does it matter. That’s like the school newspaper editor giving up because they’ll never be the NY Times.

I can write a blog that is valuable and useful to me, my readers and other small and medium size businesses. Especially the non-techies out there that want information but no geek speak. I can do that. I will be gentle, kind and understanding with myself and write the very best blog I can without comparing myself to others.

So Negative Judgements and Negative Thoughts the #1 reason I and most people are unable to reach their goal. There are a few other tricks to keep writing your blog consistently or whatever else it is you like to do. I’ll share those tried and true strategies next week.

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Beauty of Blogging for Small Businesses

January 15th, 2010

I admit I’m a late adopter of blogging. But then who better to explain the beauty and attraction of blogging for small businesses then me. While I work in this world of Internet Marketing…reading the blogs and the books…I am far from being a tech geek. So I can be a good communicator to other non-tech geeks who need to know what to do with their websites and internet marketing.

Since 2000 I wrote a newsletter called Web Strategies that helped my business. My newsletter was effective and I guess blinded me to the ways blogs could be effective as well.

I felt reading a blog was something I and few busy people had time for. I see now that reading a blog is no different than reading a newsletter or a magazine. You read what interests you when you have time. Furthermore, blogs frequently appear in search results. Adding your fresh content in a blog is the same as adding it to your site, EXCEPT its easier for the non-techie to upload the content AND Google seems to favor sites with blogs. Having a blog and blogging (you got to use it to get the credit) gives you a leg up on Google.

Let me just tell you the good news about the blogs as I can see there are plenty of small businesses, non-profits and others still ignoring this important marketing tool.

Here’s 3 Reasons It’s Excellent to Include a Blog on your Website or Build a Blog Website:

1. Easy to Add Content.

2. Content is good for Google. The big Google loves content and rewards sites with more content, more keywords and regularly updated content. Google used new content as part of its yardstick to judge if a  site is alive, robust and kicking.

3. Content is good for visitors…visitors like information that helps them learn more about a business decision they need to make.

4. Using a blog and other social media, you can build traffic to your site on a small budget. Blogs and Social Media have leveled the playing field between corporations and small businesses. For the time being, its not your marketing budget that counts so much as your ability to write great content and get it out on the web.

Got a question about Google or blogging? Go right ahead and ask. I am at your service.

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Keywords are the Way to the Heart and Soul of Google (Part 2)

January 12th, 2010

I’m writing for the business person who wants to understand keywords because they understand that keywords are essential to building website traffic. You may or may not want to do the keyword research yourself or any of the other steps involved in organic search engine optimization. However, a general understanding will enable you to know if your site is optimized and work efficiently with your search engine marketer on selecting keyword phrases.

Select 1 Keyword Phrase for Each Page

Once you select your keywords or your search engine marketer selects your keywords, they get assigned to individual pages. Ideally, I use one keyword phrase per page. Occasionally, I might use two if they are very closely related like web design and web designer or local vegetarian restaurants (with s) and local vegetarian restaurant.  The reason I use just one keyword phrase is it gives me more leverage or shows commitment to Google. If a whole bunch of phrases are used on one page then they compete or cancel one another out.

So I use a different unique keyword phrase on each web page. In my opinion this step is as much an art as a science. When I optimize websites, I read all the main content pages and then match keyword phrases to the pages where they fit the best. If there isn’t a page that is a good match, I’ll write an additional page. Then I work the keyword phrases into the page text with a gentle hand. Firstly, I want the page to be readable, interesting and logical to the visitor. Secondly, I want the keyword phrase to appear at least 5 times and at least 2 x’s in the first 100 words. Many of my clients are adept writers so sometimes they do this step or sometimes I do.

Placement of Keyword Phrases

Last step of organic optimization. Once I’ve assigned the keyword phrases to the main site pages and worked them into the content, I then load them into all the metatags. To me that means the page titles, metatags, Google descriptions and file names. I find it very satisfying to put the same keyword phrases in all fields of a single page. When I’m done all the keyword phrases are reinforcing each other. This step is usually carried out by your programmer or sometimes by you the website owner.

Questions about keywords and organic search engine optimization? Feel free to ask.

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