Keep your eye on the business side of web design
Looking to build your firms Website? Before you reach for the Web designers number…..
I meet a lot of businesses who expect a Web designer to build them a Website that’s going to win them work and turn a profit for them. Off they go in search of a Web designer.
Lets use a specific example of a type of business in a particular town or city and consider some of the issues outside of design and aesthetics.
Design v Marketing
Photoshop or Excel?
The problem is, your average Web designer is primarily concerned with technology and design. Quite often, the business owner, lost in this world, concentrates on the tangible things, the items both they and the designer can see, the look and feel, the layout – page design. I am not suggesting that these are not incredibly important, they are. But what I do contend is that business owners often leave their knowledge at the door when they design a web site.
The things that are most valuable to the online marketing process, intimate knowledge of business goals, their customers and the products/services are often sidelined. Logo size, colour scheme and fonts often take centre stage.
Tip#1 – Use the customers language
Small businesses often learn a harsh lesson when it comes to marketing online – it doesn’t matter what you call yourself. This is often difficult for some Directors to take, but for the ones willing to adapt they often reap the rewards. To be found, its important that you describe your services in the same way your customers describe your services and their situation.
[box type="info" border="full"]Whoever deals with customers on the phone or replies to initial emails is best placed to inform this research.[/box]
Tip #2 – Language Complexity - Head, Body and Tail
The many ways people can refer to an accountants
Explore the long tail
This is a slightly more technical point, however its key to understanding search marketing. In terms of targeting the right keywords, its worth remembering that every niche has a “head” a “body” and a “tail” key phrases. In our example the phrase “cardiff accountant” is what could be considered a head term. Sadly, a phrase like this is often as far as most businesses go when it comes to thinking lie the customer.
Its true, that in isolation this phrase will have more people typing it in to a search box than say “local accountant”, “newport accountant” “charity accountant”. However, as the above Google AdWords screengrab illustrates, there are many different ways people describe accountancy services depending on where they are located and what type of organisation they are. Add these phrases together and you probably have more volume than the head term.
Proper research by a creative Internet Marketer working closely with a business owner should uncover multiple approaches using this technique so long as they are creative and they take the time to learn about your business.
[box type="info" border="full"]It’s wise to use as many different methods to describe your business as your web site structure, target audience and business goals allow.[/box]
Tip#3 Be recommended
As in other walks of life, its not what you say about yourself, its what other people say about you that counts.
Internet marketing is based on recommendations and citations. Those with lots of recommendations from the most influential sources find themselves at the top of the list. Those at the top of the list tend to get more emails, phone calls from prospective clients.
Recommendations come largely in the form of links from other Web sites and sources online. Link building should therefore be an intrinsic part of your strategy.
Tip#4 – Be local
Local Internet Marketing is a hot area at the moment. Google, Facebook, Foursquare, Groupon and Living Social are just some of the players aiming to claim a foothold in this area. However, we are marketing a B2B businesses, so selecting Google places, Business Directories and Linked In is probably the way to go. Techniques vary and its probably best to tackle Linked In in another post. Local citations are increasingly important to get exposure in the search engines as are rich snippets and microformats when considering web design.
Tip#5 - Give it away
This tip is completely counter intuitive to a lot of small businessmen, but its key to developing trust and reputation. Insights, analysis and tips about a range of subjects like budget implications, corporation tax or inheritance tax planning help persuade people you know what your talking about and that you are generous. You are growing your reputation.
Key tools for this would be blogging, social media (Twitter) and possibly Linked In. Email could be used for data collection for valuable give aways.
Tip#6 – Timing is Everything
There are few businesses that don’t work to some form of seasonality (possibly funeral directors?). Accountancy works to a reasonably fixed calendar. Ramp up marketing efforts by adding Paid Search to the mix at given times in the year where possible.
Economic crises, tax hikes, company car allowances, and changes to investment regulations all allow room for the opportunistic to gain exposure if they are set up to exploit the scenario.
#Final Tip - Find an internet marketer rather than a web designer
As you can probably tell by the tone of this article, we believe that while design is important, design is ultimately driven by the business, the user/customer and your marketing plan. Get this right, execute it effectively and you will be surprised with the results. Good luck!
Contact us to discuss internet marketing for your business