Applications for the web

Keep your URL registration up-to-date

2008-12-11T23:42:00.000-08:00

I had a frantic call last week from a client whose website was offline. Huge chunks of sky were falling all around her and the demise of their business was near. And it was all my fault.

Of course the problem was simple. They had let their domain name expire.

As a web solution provider, I encourage my clients to buy their website for at least 5 years per renewal. This is helpful in both lowering the total cost and rumor has it will give them better search results ranking. (All other things being equal).

The negative is that they are likely to:
1) Forget who they registered the domain with.
2) Change e-mail addresses, rendering them unspammable by the registrar.
3) Change home addresses.
4) Change credit card companies.
5) Change computers.
6) Change web developers. (If considering this, please contact me.)

This means no way to get a reminder and no way to get an "auto-renewal". My suggestion is to create a document called "Important Web Info" and enter all of the pertinent data. Domain Register, Hosting company, Expiration, UserID and Password. Save a copy on your PC, print a copy and put it in your file cabinet. Give a copy to your attorney or accountant to file away.

The filtering of spam and the persistence of "offers" from hosting companies can leave you ignoring the truly important reminders. When the worst case scenario happens, make sure you have all your data in a convenient stash.

Crowded House!

2008-08-03T21:07:00.000-07:00

Is it just me, or have search result accuracy started to go backward? The more that SEO companies drive their clients up in the search results, the harder it is to find that web gem with the information I am looking for.

There are are also a ton of aggregation sites popping up that are attempting to deal with local search. Among them are your local yellow pages directory and start-ups with unlikely names such as local.com and neighborhood.com

The bottom line it this: If you want to get found on the web, you need something more than a build it and they will come approach. Develop your web strategy and stick to it!

Do something nice

2008-06-07T14:06:00.000-07:00

The economy is getting worse. Your home is worth less. There is a lot of uncertainty. So what do you do? Be thankful.

I have a quote on my wall:
"It is not our condition, but the caliber of our soul, that makes us happy." - Voltaire

When I lose a sale, see a competitor get a project with inferior work, our think of a great idea the day after my proposal was submitted I like to gaze up at that quote on the wall. It is my reminder that I need to stay grounded in what is important. With mistakes come wisdom, and with time comes new opportunities.

If you've had a bad day, try posting something you're thankful for to www.thanks-o-meter.com and if you are at a loss for what to say, then just read a few entries. There are plenty of things to be thankful for. Focus on them for a few minutes and see if it doesn't do your soul some good.

Web Conferencing Solutions

2008-06-06T12:29:00.000-07:00

Gas is above $4 a gallon and jet fuel is up 75% from a year ago. It is getting more expensive to travel and that means you need to find an alternative. Everyone has done a conference call. But only about half of my clients have ever been on a web conference. Of those, only a few have lead a web conference. By this I mean sharing their computer screen and giving the presentation. In many ways this is a much better method of communication. It keeps users on the same page as you (literally) and it offers both audio and visual stimulus. If you are looking for a way to cut down on trips across the country or just across town, then you need to have a web conferencing solution.

I recommend Adobe Connect.

Why? Cost for the most part. They offer the least expensive offering with the most flexibility I’ve found. WebEx, GoToMeeting and others have more features, but 99% of the people who I’ve done a web conference with are just sharing their screen. The only time the bells and whistles really got used were in the sales demo to buy the conferencing solution. I mean who has an assistant available to moderate Q&A chat during a sales call? Not me. For a web conferencing solution that has a big name behind it but a small entry price tag, you can't go wring with Adobe Connect.

Be aware that the "Pro" version starts at $375 per month and gets top billing on their website. I had to look pretty hard to find the link to the basic version. Again, a free trial and then $39/mo. for this entry level solution will give you everything you need to initiate web conferencing. Leave the car in the garage and your gas savings will probably cover the monthly cost.

Search in decline?

2008-06-02T10:07:00.000-07:00

I remember the first time I used Google. It was 1999. I had already grown accustomed to having to scroll through page after page of irrelevant search results on the other search engine sites. When I heard about Google, I gave it a try and literally did about a dozen searches in a row, all the while asking myself - "How did they do that?"

It was my first revelation about the difference between science and technology. Science defines how and why something happens. Technology seeks to apply that science in a useful way. (Beneficial to whom is an area for much discussion.)

Google had created a completely new science for how search works. A uniquely powerful search engine that combined low-cost infrastructure and data-mining based on an algorithm that weighted many more factors than a simple keyword match. For ten years the other search engines have either joined forces with Google or suffered a futile game of catch-up. Today Google is to search what Xerox was to photocopying 30 years ago.

Today the magnificence of the Google search algorithm has lost much of its luster for me. I see a steady drop in the quality of search results. There are 2 primary reasons:

1. SEO (Search Engine Optimization)
2. SEM (Search Engine Marketing)

The pristine quality of search results is being eroded by the manipulation of page rankings and the introduction of "relevant" ads. There are millions if not billions of dollars being spent on Search Engine Optimization (SEO) - and that figure is growing exponentially. The purpose of these dollars is to elevate the ranking of a website in the major search engines. Basically to move a website from page 6 of the search results to page 1.

But if Google was so good at finding the best match of information for my query, then why do we need SEO? When my website moves from page 6 to page 1 in the search results, then somebody was displaced from the first page. Was that other website less significant to my query? Or did I simply cut in front of him in line because I knew the rules better than he? Left to the the free market, those who invest the most in SEO will become those who dominate the search results. This was not the premise that gave rise to Google. I fear that the future of search will be that of a marketing tool and less a research tool. Which takes me to my next topic - Search Engine Marketing (SEM).

In the early days of Google, there were no sponsored ads, only search results. But a company needs to make money. So ads were inserted into the right margin and labeled as such. Then, sensing the reluctance of some (like me) to click on an ad rather than a true search result, the sponsored ads made their way into the left side at the top of the list - only with less signage. The goal for an advertiser is clear, if you cannot show-up in the search results using SEO, then buy your way in with SEM. The number of true search results is now fewer because of the display of contextual search ads.

Let me take a moment to clarify that I see nothing wrong with how Google, ASK, MSN Live, or any of the other search engine firms are doing business. I understand the need to be profitable and for a public company to increase revenues. My point is to call attention to how these revenues are being garnered and my opinion that they will ultimately decrease the utilization and reliance on search. I state this simply because the results today are less credible. When you read a newspaper or magazine do you place more credence in the editorial content or the advertising content? The more that marketers are able to influence the display of search results, the less credible the search results will be.

For the firms who cannot afford to be in the top 12 search results, their future success must be tied to something other than search. Which firms can afford to be in the top 12? I'd say these would be the large, dominant businesses. In a market where 50 firms flourish, can they all be on page 1? No. Then where should firms 13-50 spend their money? In an effort to leap-frog into the first page of search results? Or will an alternative method appear on the e-landscape?

In my opinion, the evolution of web marketing will tack away from search engines. The waters are too crowded and the costs are growing too high. Just having a website is not enough to gain site traffic - but, moving into the first page of search results is unachievable for most. How will you position yourself to succeed in the rough waters ahead?

Recommended Killer App

2008-05-01T23:32:00.000-07:00

The absolute BEST system I have found for tracking time, invoicing customers, and managing expenses is called "FreshBooks". The entry level version is free. If you have used Quickbooks or NetSuite and found it to be a constant reminder that you are not in fact an accountant, then try FreshBooks. I love applications that are simple, yet powerful. And I love FreshBooks.

Sign-up for a free trial

Avoid re-inventing the wheel

2008-05-01T22:40:00.000-07:00

I love finding solutions to problems. I earn a living by gathering requirements and converting them into web-based applications to meet a clients needs. If a client has a really specific way of doing things and there isn't an application available to meet their needs, then I am happy to build them a perfect solution. But many times, there IS a solution out there. It's just hard to find in an increasingly crowded marketplace.

When I find a great web-based application, one that impresses me by its simplicity of use and richness of features, I post it on this blog as a recommended application.

As much as I enjoy creating solutions, I never want to be accused of profiting from a clients naivety. If a good solution is available "off-the-shelf", it makes sense to share it with the client. As a customer, you will always find that an "off-the-shelf" solution will be cheaper than a custom-built application.

I encourage some clients to use a YAHOO! e-commerce solution. Sure, I could offer to build them a custom solution for $5000. But if the $39/month solution will get them started - why spend the money on the application? Put it to use in search marketing and e-mail campaigns. What I hope to achieve is a level of trust with my clients. IF they know that I will treat them fairly, help them find the best solution for their needs & budget, then I can rely on them doing 2 things:
1) Recommend me to others
2) Come back to me when they are ready for that customized solution.

If a better mouse-trap is what you need, I can build if for you. If you need to be directed to the best solution available, then I can do that too.

Data architecture

2008-04-19T21:31:00.000-07:00

Data architecture applies to all web projects, large and small. It means having a strategy for how your data is organized, collected, and displayed. For a company that is starting small and hoping to grow, data architecture is critically important to assure your initial investment will continue to provide value.

Bad architecture means you have to start from scratch on the next project. Good architecture gives you logical places to grow and expand in the future.

Excellent data architecture takes into account product categorization, currency conversion, product & service attributes, and other informational links. It considers the flow of information from internal and external sources. How data is proofed, updated, approved and managed.

When designing a website, it is important to ask the "what if" questions. What if you are wildly successful? What if you fail miserably? What if one area of the business grows more rapidly? A thoughtful approach to information architecture will allow for the database design, administrative screens, and user-interface design to be more adaptable to future changes.

A meaningful discussion with the your web consultant should last more than 10 seconds on these topics. Spend the time upfront to think about 1 year, 2 year and 5 year objectives.

Do you have users who will migrate data? Are there features that you must emulate to match a competitors? Think of other interoperability features your customers may desire in the future.

Have you ever exported data from your banking web site and imported it to your accounting package? Or imported your brokerage data into your tax software? It is these types of conveniences that make users dread the thought of going back to the "old way" of doing things. Be certain YOU are the new way.

How to be a good client

2008-04-14T02:13:00.000-07:00

If you are preparing to hire a web solutions provider (That's my term for a firm that offers web design, application development, graphics, copy writing, search optimization and/or online marketing expertise) then the thought of how YOU can be a good customer is probably not even on your mind. Most clients I've had - in any industry - typically think they are a good client by virtue of hiring their selected firm and paying the bills on-time. And this is certainly true from the cash-flow perspective of the business. But to be a really good client means more.

First, hire the right firm. Don't just hire the lowest cost provider. The ideal firm to hire has employees who love their work. Each individual in the firm; account representative, graphic designer, database administrator, developer should do it mostly for the enjoyment. They should see a positive outcome from their work as their greatest joy and the money just comes along with it. You can tell the firms who love what they do because there is passion in their tone of voice and an energy that each employee carries in their demeanor. That excitement is contagious and will make your project go from good to great.

So step #1 of being a good customer is hiring the right firm. Get it wrong and YOU share the blame for picking the wrong firm.

Good customers usually get the best service AND the most value. The reason is simple: You allow the service provider, whomever they are, the opportunity to focus on addressing your specific needs. Step #2 of being a good customer, like any relationship, is communication. If you want to be a good customer and get the most out of the relationship, you must communicate.

A doctor cannot cure you if you simply say: "I don't feel good".
An Architect cannot share your vision if you just ask for: "Something nice".

To build a web site application that will address your needs, you must be specific. And this is usually the root of most problems. Clients speak in terms of outcomes, while web designers will think in terms of process and presentation. A good web consultant will ask questions about what you do and how you do it. What value you deliver to your customers and what alternatives are available? A good web consultant will understand your business process and information flow, adapting that sequence of inputs and outputs to the website. Along the way, hopefully, they will find some opportunities to streamline, improve and accelerate your processes.

Step #3: Good clients take the time to educate themselves. They understand what information is needed from them. If you are in the market for a web application, here is what you need to know:

Do not think of your web site as 1 homogeneous application. It is in fact 3 distinct components:
1) The public pages
2) The logged-in pages
3) The site administration pages

If your site does not require users to log-in, then your job of being a good client is now much easier. If you do have both logged-in and logged-out pages, then it is more complex for the designer to create.

What information is shared on the public site versus what information is shared in the logged-in area? Can everyone see the same content when logged-in? Or are there user-access rights that must go along with the log-in privilege?

The site administrative pages are the screens that you as the site owner will use to maintain the site. They control the site content, tell you who has logged-in, how many users there are, provide access to statistics about site usage and contain the privileged customer information that you must secure: credit card numbers, purchase history, e-mail, phone and other personal information.

In a hospital, for example, there are public, patient, and staff areas. A web application is very similar. Some areas anyone can view, some areas are appropriate for the "customers" and some areas are restricted for only the staff. Keep these 3 types of areas distinct in your mind, and you will communicate your needs much better.

Next, it is helpful to understand the components of each page. Every page has navigational elements and content elements. The navigation is what allows the user to more from page to page; step to step. The content is what information you want to share with the user when they are not navigating. The content may be text, audio, video or image/graphic. Many web sites suffer because the client assumes their web developer is also a skilled copywriter.

There is a reason carpenters don't do interior design. Don't expect a person whose first language is java, perl or html to be the same word-smith who writes the copy for your site. If you have been in business for any length of time, you should have someone on-board who writes solid business and sales correspondence. Task them with writing the site content and working on your site with the firm you select.

All of that navigation and content is placed into a page design. At the core of your site is a construct for the colors and layout. Your users will rely upon familiarity to make their way through your site. Consistent and appropriate terminology is critical for all tabs, buttons and headings. If your site is large and complex, color coding by the type of content is useful. When possible, make it match the "real world" scheme of your work. If you are a photographer, make your black & white photography section tabbed with a black and white navigation element. Your baby section should probably be pink & blue. Don't divert from industry norms just to be different. Uniqueness is championed by many but followed by few.

This leads us to the topic of intuitiveness. It is, in my opinion, the absolute key to measuring the success of any web project. If a new user can sit down at a computer and use the site from "start" to "finish" without getting lost or stuck in a "dead-end", then the project is a success. Great athletes will often score points while making it "look-easy". That is the goal of the web designer. To take the requirements for the site and allow the user to navigate the site, access information and complete required processes in a fluid path. Think of Apple Computer and the simplicity of their designs.

The chances of your website being a success are greatly enhanced when you:

1. Hire the right firm. (Not just the cheapest)
2. Communicate your needs. (Don't just leave them to build something nice)
3. Educate yourself. (Understand the basics and you will communicate bettter)

That's it. No technical jargon to learn. No industry buzzwords to memorize. Simply understand that building a website, or anything for that matter, requires several diverse skill sets. Building a house needs a solid foundation, skilled carpenters, electricians, plumbers and a thoughtful architecture. To get the most for your investment, share your vision, articulate your needs and understand the building process. Do these things and you will help to build a website that feels more like home.

Offering value to employees

2008-03-14T23:16:00.000-07:00

Employees are sometimes forgotten about when building a website. Especially new and small businesses. Large employers usually have an employee-only Intranet for sharing internal company information. As a small business owner, you might not be thinking about how to leverage the site for your employees benefit.

Here are a few ideas:
- Recognize employee achievements on your website
- Offer access to common forms (PTO requests, Insurance claim forms, holiday schedules)
- Build a logged-in area to allow your employees to work remotely. The ability to work from home, on the road, or from a client site offers convenience and greater productivity.

These types of initiatives will benefit everyone. Customers who visit you site will be able to congratulate their sales person or account manager if they are listed as winning an award, promoted or earned an advanced certification. There is never anything bad about being praised in public.

If an employee is calling-in sick, wouldn't it be easier for them to complete the sick-time form from their home PC at 6:00AM, when they decided they were never going to make it into the office that day. And having access to get some work done from home rather than drive into the office to gather some files is a nice perk too.

The ability to offer employees convenience and recognition are easily enabled using the web. Make sure you keep them in mind as you develop your required features list.

Focusing on existing customers

2008-03-13T00:26:00.000-07:00

Search advertising and search engine optimization (SEO) are generally focused on attracting new customers. Once a customer has made the decision to buy from you, these marketing activities offer negligible benefit. You must develop an internet strategy to address existing customers, which is often the most critical part of your marketing strategy.

Existing customers offer both word-of-mouth advertising and repeat business opportunities. Depending upon your product and service, your business may find these to be far more attractive to securing your success than exclusively marketing to "new" customers.

What types of businesses do people give recommendations for? Auto mechanics, realtor's, plumbers and restaurants come to mind. If your business is well-suited for repeat business (dentists, oil change services and landscapers) then you MUST leverage your website to keep these customers coming back. What if you do not rely on repeat business? Perhaps you own a funeral home. Then word-of-mouth is the greater source of business. And I use the term "word-of-mouth" figuratively, no literally. An e-mail recommendation or a forwarded offer with an endorsement from the sender is certainly within the definition of W-O-M.

Consider your business and determine if you rely more upon repeat business or new business. Most of you will have a mix of both. Consider your current mix of customers: new customers from your marketing efforts; new customers from word of mouth referrals; and existing customers who keep coming back. Your goal should be to find the best mix of marketing dollars for each of these customer types. You know your customers best, but make sure you are not taking them for granted.

Ignore your current customers and they may try a competitor who courts them with coupons, deals and promises. Fail to ask your current customers for referrals and they may think you are too busy to take on new clients and not refer you. Spend all of your ad dollars on new customers, and that may be all you ever see.

Every customer you have should be added to a customer relationship management (CRM) database. This can take the form of a sticky note on a patient chart, a comprehensive software solution, or anything in-between. At a minimum, you need to know their contact information, their last purchase date and the next purchase opportunity. Doctors and dentists do a good job of this by using postcard reminders for exams or cleanings. Oil change services put those clear sticky reminders on the inside of your windshield. These are simple programs that remind existing customers to comeback and buy from you again.

Rewards for customer referrals are a great way to encourage and recognize word-of-mouth referrals. I had a dentist who would send 5 lottery tickets for each new referral a current patient sent to him. My chiropractor had a bulletin board where he listed new patients and the referring patient - offering both recognition to the patient and a reminder to others that the referrals were both welcomed and appreciated. After the HIPAA regulations were implemented, my chiropractor simply started using first names on the board. "Bob, thanks for referring Sue", was just as useful. Everyone who came into the office knew he was saying thanks for the referral, plus Bob and Sue certainly knew who he was talking about.

Now consider how these campaigns might be streamlined and improved using the web: E-mail reminders, special offers, forward to a friend coupons and e-newsletters are just a few of the opportunities at your disposal. A DRIP campaign can keep you in front of the customer while the purchasing cycle runs its course. A "remember to floss" e-mail between visits will keep patients thinking of their dentist.

How well you leverage the capabilities of the internet to facilitate these customer retention and referral programs will determine how successful you are. Make sure your marketing dollars are spread around to both new and existing customer programs. If you would like help creating a program or ideas to improve tracking, please contact us for a free consult.

Attracting New Clients

2008-03-12T00:56:00.000-07:00

There was a time in the late 1990's and early 2000 when just having a website would have brought you new business. Especially if you were in a niche market. If somebody was surfing the web for an Elk Antler chandelier and you had a website selling them, chances were pretty good you'd get an inquiry. I just ran a search on Google and got 77 pages of results - including 6 pages of sponsored ads.

Simply having a website is NOT going to get anyone more business these days.

The only way to attract new customers today is with good old-fashioned marketing, applied to the web. For half a century it was the yellow pages that reigned supreme for small businesses. Buy a quarter page ad and the phone rang off the hook. The basic listings just didn't have the same pull. If you have a website, you've got a basic listing. To get noticed, you'll have to do more.

The easiest approach is to buy search ads. Google, Yahoo, MSN, Ask, etc., they all have them and they really do work. Pay for the right to have your ad appear on the search results page for any keyword you select. From as little as a penny per click you can get started. I find lots of clients who scoff at the idea of paying to get found on the web. "I have a web site" they say, "why do I need to pay to be found?". Quite simply, it's a numbers game.

There are billions of web pages and tens of thousands more added each day. If you think someone is going to take the time to look through 77 pages of results to find you, think again. The sites that appear at the top of the search results are those that historically command the most attention, that's just the way that search engines work. As my earlier example will attest, the top search results for Elk Antler Chandelier are the sites that historically have the most hits, the most links, and the most content about Elk Antler Chandeliers. If you are not already in the top 10, moving up is difficult.

Search Engine Optimization (SEO) will help, but unless everyone else is asleep at the wheel you are fighting a battle against an opponent with an advantage. Each search engine has it's own methodology for generating the best results for a search. Google is the gold standard. Everyone else is playing catch-up. But you don't need to ignore the other players. Yahoo has about 20% market share for search in the US, Google has over 60%. But don't ignore that 20%. It represents some interesting opportunities:

1. The other search providers results are not as good as Google. (Sorry, but it's true)
2. Most businesses are putting their ad money into Google.

I'd suggest tapping into all 4 of the major search engines (Google, Yahoo, MSN, Ask) for your ads. My thinking is this: There is less competition for ads on the 3 other major search engines and the user is more likely to opt for the paid ads if the search results aren't as good.

My point in all of this is simple. By definition, you are only attracting new clients with your website if they find you on the web. If they already know your name and URL from a referral, business card, or other marketing program - then your website is welcoming them, not attracting them. It is a subtle difference that will get more analysis in my next blog.

So if you want your web site to attract new customers, it MUST appear on the first page of search results. If you do not already appear on the first page of search results, start investing in search ads. This will get you listed on the first page. Being on the first page will get you clicks. Clicks mean traffic. Traffic means potential customers AND better placement in future search results because of the higher traffic to your site. Do this in combination with SEO and you are positioning yourself for a successful web presence.

Getting the most from your web presence

2008-03-11T13:05:00.000-07:00

The vast majority of business websites are simple online brochures. They function in much the same way any marketing collateral works, offering a explanation of what the company does, how to contact them and that's about it. For most businesses that is the full extent of their web utilization; an online re-creation of the company brochure.

The opportunities for improvement are vast and happily, the cost is marginal.

When creating a website, most business owners simply feel they need to have one. The main focus was on having a site, so when somebody asked they could say "Yes, we've got one." That was the main focus: "Give me a sign post that I can call my own." Simply having a web site was more important than how their website could benefit their company.

The early website designers fueled this mentality. The sales pitch here was simple: If you're not on the web, a prospect will NEVER find you. So the quick and easy 5 page template site became common place.

If you still have the online brochure, you need to ask the question: HOW can my website benefit your company?

For this question, there are 3 areas of focus for a typical business owner:
1) Attracting new customers
2) Offering value to existing customers
3) Offering value to employees

In my next three posts, we will look more closely at these opportunities.

Blogging for dollars

2008-03-03T18:25:00.000-08:00

Creating a blog is a profound step in exercising the power of the Internet. For any business it can be a seminal moment. The realization that the traditional marketing approach can be changed, adapted, modified, or obliterated based on the reach of the Internet. If you have ever wrestled with the issue of increasing marketing expenses - direct mailers, advertising, trade show booths, etc. , then recognizing the potential of the web is an important step in moving from a traditional view of marketing to a modern view.

With every other marketing effort, with a few exceptions, the "shelf life" of the message is limited. How long your phone conversation, presentation, or magazine ad resonates with a prospect is limited by the noise around them. How quickly they shift their focus or receive new information will greatly determine the mind share that your message commands.

Enter the web. And this fundamental tool ,the blog.

Your message can now be referenced interminably. A simple search of the Internet or hyper link from your web site or e-mail will offer quick access to your thoughts, words and message. The marketer of old never fathomed such a medium, far more pervasive than any media buy. The web offers the chance to communicate to your customers, your prospects and the masses who have never heard of your products, nor considered your services.

For those who leverage this tool to its full capacity, the opportunity is vast. If you have clients, you have an audience. Because, if people will trust your products and services to purchase them, they value your expertise in the market. Share your insights and knowledge here, and you reinforce the validity of your buyers' decision.

Your long-term clients may not be checking your web site or reading your blog, but the next generation of buyer is looking. And you will find this medium as cost-effective as any other option for getting your message out. So Blog. Blog. Blog!