Five Tips for Building a Self-Marketing Website

September 7, 2009

A poten­tial client recent­ly came to me with an exist­ing site. It cer­tain­ly was slick: the home­page fea­tured a Flash ani­ma­tion of telegenic young pro­fes­sion­als culled from a stock pho­to ser­vice, psuedo-jazz tech­no music, and words sweep­ing in from all sides sell­ing you the com­pa­ny’s ser­vice. Unfor­tu­nate­ly the page had no use­ful con­tent, no call-to-action and no Google PageR­ank. It was an expen­sive design, but I did­n’t need to look at the track­ing stats to know no one came this page.

So you’re ready to ditch a non-performing site for one more dynam­ic, some­thing that will attract cus­tomers and inter­act with them. Here’s five tips for build­ing a self-marketing website!

One: Use­ful Con­tent for your Tar­get Audience
Give vis­i­tors a rea­son to come to the site. Text-rich, chang­ing con­tent is essen­tial. In prac­ti­cal­i­ty, this means installing a blog and writ­ing posts every few weeks. You’ll see mea­sures like “key­word rel­e­van­cy” increase instant­ly as excerpt­ed text shows up on the home­page. Add videos and pho­tos if your com­pa­ny or team has that exper­tise, but remem­ber: when it comes to search, text is king.

Two: Give away some­thing valu­able or useful
Many smart mar­ket­ing sites fea­ture some free give­away right on the home­page: a use­ful quiz, pro­fes­sion­al analy­sis, a PDF how-to guide­book. A builder I worked with went to the trou­ble of post­ing dozens of floor plans & pic­tures to their web­site and com­pil­ing them into a PDF book, which they gave away for free. The catch in all this? You have to give your con­tact infor­ma­tion to get it. Once the free mate­r­i­al has been com­piled, the site runs itself as a sales lead generator!

Three: Ask your­self the Three User Questions!
It’s amaz­ing how focused the mind gets when you actu­al­ly sit down to define goals. Just about every web­site can ben­e­fit from this three-step exercise:

  1. Who is the tar­get audience?
  2. What would draw them to the site? 
  3. What do we want to get from them?

Get a group togeth­er to through your web­site page by page these ques­tions. Brain­storm a list of changes you could make. You’ll want to end up with Defined Goals: what quan­tifi­able actions do you want vis­i­tors to take? It might well just be the suc­cess­ful com­ple­tion of a con­tact form.

Four: Test Test and Test Again
Many small busi­ness­es now get a lot of their cus­tomers from their web­sites. Your web­site is an essen­tial piece of your mar­ket­ing and pub­lic­i­ty and you need to be smart about it. Com­pile togeth­er your favorite site-improvement ideas and make up  alter­nate designs incor­po­rat­ing the changes. Then use a tool such as Google Web­site Opti­miz­er to put the alter­na­tives through their paces. Which one “con­verts” bet­ter, i.e., which design gets you high­er per­cent­ages in the Defined Goals you’ve set? Once you’ve fin­ished a test, move on to the next brain­storm­ing idea and imple­ment it. Always be testing!

An exten­sive series of tests of one site I worked on dou­bled it’s con­ver­sion rate: imag­ine your com­pa­ny dou­bling its inter­net sales? It is com­plete­ly worth spend­ing the time and effort to go through this process.

Five: Don’t Be Afraid to Get Pro­fes­sion­al Help
If you need to hire a pro­fes­sion­al to help you through this process you’ll almost cer­tain­ly get your mon­ey’s worth! A recent projects cost the cus­tomer $6000 but I was able to doc­u­ment sav­ings of $100,000 per year in his pub­lic­i­ty costs! See my piece “What to Look For in SEO Con­sul­tants” for my insider-advice to how to pick a hon­est and com­pe­tent pro­fes­sion­al web pub­lic­i­ty consultant.

Cleaning Services Guide, E‑Book

August 22, 2009

Office Managers Guide to Best Cleaning ServiceA local client from Taber­na­cle in Burling­ton Coun­ty came to me with an inter­est­ing project. He’s owned a com­mer­cial clean­ing com­pa­ny for a num­ber of years and has heard his share of hor­ror sto­ries about the clean­ing ser­vices clients hired before find­ing him! This expe­ri­ence led him to write a PDF e‑book about how to hire the right clean­ing ser­vice. What a great idea and a what a use­ful book this is for small busi­ness own­ers.

The site’s on a bit of a bud­get so it’s a sim­ple design, with col­ors and gen­er­al look-and-feel bor­rowed from a site the client likes. Sim­ple edit­ing comes via Cushy­CMS. When cus­tomers click to buy, they are sent to Pay­pal for the actu­al trans­ac­tion and then for­ward­ed to E‑Junkie, which pro­vides the auto­mat­ed and inte­grat­ed PDF down­load.

Vis­it the site: Office Man­ager’s Guide to Hir­ing the Best Clean­ing Service

Google Voice’s cavalcade of ringing phones

July 17, 2009

I once read an insight­ful obser­va­tion about the geo-location rev­o­lu­tion that came about with the pop­u­lar­l­iza­tion of cell phones: In the old days of POTS (your land­line, lit­er­al­ly “plain old tele­phone ser­vice”), when you dialed a num­ber you knew where you were call­ing but you did­n’t know who was going to pick up. With cell phones this is reversed: you know who you are call­ing but you have no idea where they are.

Only, this isn’t quite true. To find some­one you have to call their house, their work­place, their cell­phone. What you are real­ly call­ing isn’t the per­son but one of their phones. Much of the time you end up with voicemail.

Well, the promise of the geolo­ca­tion rev­o­lu­tion has been tak­en to its log­i­cal con­clu­sion. I’ve final­ly got­ten my invi­ta­tion to Google Voice, for­mer­ly Grand Cen­tral, the per­son­al­ized tele­phone switch­ing ser­vice that the big‑G is open­ing up to U.S. cus­tomers this sum­mer. It’s free and it gives you the ulti­mate in vir­tu­al­i­ty: a phone num­ber that is not con­nect­ed to any phone. When peo­ple call your Google Voice num­ber, any num­ber of phones start ring­ing. Which one you answer depends on your geog­ra­phy and convenience.

I have three phones set to ring on Google Voice calls depend­ing on the type of call: my cell phone, my home phone and my com­put­er (a Skype plan with it’s own incom­ing phone num­ber). If I’m dis­sat­is­fied with the phone I’m on I can press the star key to have all my phones ring anew and trans­fer the call seam­less­ly (a very addic­tive past-time).  It’s a fas­ci­nat­ing evo­lu­tion of the phone into a vir­tu­al com­mu­ni­ca­tion device.

Intrigued? You can sign up for a Google Voice invite from its site. It’s not a per­fect sys­tem. To use it most effec­tive­ly requires chang­ing your phon­ing habits and mak­ing a very seri­ous switch. I sug­gest Life­hack­er’s guide “How to Ease Your Tran­si­tion to Google Voice” as a good place to start.

The peace of Christ for those with ears to hear

March 9, 2009

Over on Quak­er Oats Live, Cherice is fired up about tax­es again and propos­ing a peace wit­ness for next year:

My solu­tion: Quak­ers, Men­non­ites, Brethren, and whomev­er else wants to par­tic­i­pate refus­es to pay war tax­es for a few years, and we suf­fer the con­se­quences. I think we should cam­paign for a war-tax-free 2010 in all Quak­er meet­ings and Mennonite/Brethren/etc. com­mu­ni­ties. What are they going to do – throw us all in jail? Maybe. But they can’t do that for­ev­er. No one wants to pay their tax­es for a bunch of Quak­ers and oth­er paci­fists to sit in jail for not pay­ing tax­es. It does­n’t make sense.

A com­menter chimes in with a warn­ing about Friends who were hit by heavy tax penal­ties a quar­ter cen­tu­ry ago. But I know of some­one who did­n’t pay tax­es for twen­ty years and recent­ly vol­un­teered the infor­ma­tion to the Inter­nal Rev­enue Ser­vice. The col­lec­tors were non­cha­lant, polite and sym­pa­thet­ic and set­tled for a very rea­son­able amount. If this friend’s expe­ri­ence is any guide, there’s not much dra­ma to be had in war tax resis­tance. These days, Cae­sar does­n’t care much.

What if our wit­ness was direct­ed not at the fed­er­al gov­ern­ment but at our fel­low Chris­tians? We could fol­low Quak­er founder George Fox’s exam­ple and climb the tallest tree we could find (real or metaphor­i­cal) and begin preach­ing the good news that war goes against the teach­ings of Jesus. As always, we would be respect­ful and char­i­ta­ble but we could reclaim the strong and clear voic­es of those who have trav­eled before us. If we felt the need for back­up? Well, I under­stand there are twenty-seven or so books to the New Tes­ta­ment sym­pa­thet­ic to our cause. And I have every rea­son to believe that the Inward Christ is still hum­ming our tune and burn­ing bush­es for all who have eyes to see and ears to lis­ten. Just as John Wool­man min­is­tered with his co-religionists about the sin of slav­ery, maybe our job is to min­is­ter to our co-religionists about war.

But who are these co-religionist neigh­bors of ours? Twen­ty years of peace orga­niz­ing and Friends orga­niz­ing makes me doubt we could find any large group of “his­toric peace church” mem­bers to join us. We talk big and write pret­ty epis­tles, but few indi­vid­u­als engage in wit­ness­es that involve any dan­ger of real sac­ri­fice. The way most of our estab­lished bod­ies could­n’t fig­ure out how to respond to a mod­ern day prophet­ic Chris­t­ian wit­ness in Tom Fox’s kid­nap­ping is the norm. When the IRS threat­ened to put liens on Philadel­phia Year­ly Meet­ing to force resis­tant staffers to pay, the gen­er­al sec­re­tary and clerk said all sorts of sym­pa­thet­ic words of anguish (which they prob­a­bly even meant), then docked the employ­ee’s pay any­way. There have been times when clear-eyed Chris­tians did­n’t mind loos­ing their lib­er­ty or prop­er­ty in ser­vice to the gospel. Ear­ly Friends called our emu­la­tion of Christ’s sac­ri­fice the Lam­b’s War, but even sev­en years of real war in the ancient land of Baby­lo­nia itself has­n’t brought back the old fire. Our meet­ing­hous­es sit quaint, with own­er­ship deeds untouched, even as we wring our hands won­der­ing why most remain half-empty on First Day morning.

But what about these emerg­ing church kids?: all those peo­ple read­ing Shane Clai­borne, mov­ing to neigh­bor­hoods in need, orga­niz­ing into small cells to talk late into the night about prim­i­tive Chris­tian­i­ty? Some of them are actu­al­ly putting down their can­dles and pre­ten­tious jar­gon long enough to read those twenty-seven books. Friends have a lot of accu­mu­lat­ed wis­dom about what it means the prim­i­tive Chris­t­ian life, even if we’re pret­ty rusty on its actu­al prac­tice. What shape would that wit­ness take and who would join us into that unknown but famil­iar desert? What would our move­ment even be called? And does it matter?

—–

Any­one inter­est­ed in think­ing more on this should start sav­ing up their loose change ($200 com­muters) to come join C Wess Daniels and me this Novem­ber when we lead a work­shop on “The New Monas­tics and Con­ver­gent Friends” at Pen­dle Hill near Philadel­phia. Methinks I’m already start­ing to blog about it.

Salem County Special Services School District

November 22, 2008

Daretown School Home - Daretown SchoolThe mis­sion of the Salem Coun­ty Spe­cial Ser­vices School Dis­trict, a region­al edu­ca­tion­al ser­vice agency, is to pro­vide high qual­i­ty, cost-effective pro­grams and ser­vices to the schools and dis­tricts of Salem Coun­ty and Cum­ber­land Coun­ty, New Jer­sey. This site built with what are for me fair­ly gener­ic tools: Mov­able Type as CMS, with Flickr inter­gra­tion. The design style sheet was built from scratch using CSS.

Vis­it: Scsssd​.org

Watch those Google Adwords campaigns

June 23, 2008

I was recent­ly work­ing with a client who has a large Google Adwords cam­paign, with an annu­al ad bud­get in the low six fig­ures. He’s been very care­ful about the key­words he’s cho­sen and we’ve both poured over the Google Ana­lyt­ics fig­ures to see how the cam­paign progressed.

It took a third par­ty key­word track­ing sys­tem to dis­cov­er that many of the ads were being served up to wrong key­words in the Google search­es. I want to keep the clien­t’s iden­ti­ty pri­vate, so let me use an anal­o­gy: say you’re a boomerang mak­er and you’ve bought a cam­paign intend­ing ads to show up for those who search “boomerang” in Google. What we dis­cov­ered is that Google was serv­ing up a large per­cent­age of these ads for searchers of “fris­bees” — close, but not close enough for searchers to care. Few peo­ple clicked on the mis­placed ad. We’re talk­ing seri­ous mon­ey wast­ed on ads served up to the wrong tar­get audience.

How did a care­ful­ly con­struct­ed ad cam­paign get on so many poorly-targeted search­es? Google allows fuzzy match­ing under their broad match guide­lines:

For exam­ple, if you’re cur­rent­ly run­ning ads on the broad-matched key­word web host­ing, your ads may show for the search queries web host­ing com­pa­ny or web­host. The key­word vari­a­tions that are allowed to trig­ger your ads will change over time, as the AdWords sys­tem con­tin­u­al­ly mon­i­tors your key­word qual­i­ty and per­for­mance fac­tors. Your ads will only con­tin­ue show­ing on the highest-performing and most rel­e­vant key­word vari­a­tions.

You can dis­able these broad search­es using neg­a­tive key­words (i.e., “-fris­bee”) and with spe­cif­ic key­words (“boomerang”).

But Google does not make it easy to see just where your ads are going. You have to set up a spe­cial Search query per­for­mance report. It’s real­ly essen­tial that any­one doing a large Google Ad cam­paign set up one of these search­es and have it auto­mat­i­cal­ly emailed to them every month. Google clear­ly was­n’t track­ing the “per­for­mance” of its broad search on this clien­t’s ad. I’m par­tic­u­lar­ly dis­turbed that we did­n’t see these mis­di­rect­ed key­words list­ed in the Google Ana­lyt­ics track­ing reports. It is dan­ger­ous to use the same com­pa­ny to both sell you a ser­vice and to report how well it’s been doing.

Cred­it where it’s due: it was the excel­lent long-tail blog con­tent ser­vice Hit­tail that gave us the infor­ma­tion that Google was mis­di­rect­ing its ads. See my pre­vi­ous Hit­tail cov­er­age.

Blogging for the Long Tail

January 20, 2007

One of the neat­est obser­va­tions to gain pop­u­lar­i­ty in the last few years is that of The Long Tail, first coined a few years ago by Wired mag­a­zine edi­tor Chris Ander­son (here’s the orig­i­nal arti­cle).
He noticed that the inter­net had opened up access to nich­es – that
search­es and nation­al dis­tri­b­u­tion net­works had giv­en new mar­kets to
obscure and small-market prod­ucts. The clas­sic exam­ple is Net­flix, the
direct-mail movie rental ser­vice, that has a huge cat­a­log of titles,
the great major­i­ty of which are so obscure that no local video rental
store could afford to car­ry them. But Net­flix actu­al­ly rents them all
and if you add all these low-volume rentals togeth­er you’ll find the
total vol­ume exceeds that sea­son’s blockbusters.

I
learned just how strong the long tail can be a few years ago when I
worked on Quak​erfind​er​.org, a meeting/church look-up ser­vice. For the
first year, the site got mod­er­ate traf­fic from search engines. Google
was­n’t able to index the actu­al church list­ings because users were
required to type towns and postal codes in to get results. The only
search engine vis­i­tors we got came in on very gener­ic phras­es like
“find quak­er meetings.” 

blankSus­pect­ing
we were los­ing a large poten­tial audi­ence, I redesigned the site so
Google could index each and every meet­ing (adding a few tricks so each
list­ing trad­ed links with half-a-dozen oth­er list­ings). Once the change
was in effect (help from our pro­gram­mer), those old gener­ic search
phras­es were still the most pop­u­lar. But now we got small num­bers of
vis­its on thou­sands of terms which we had­n’t hit before: “Quak­ers
Pough­keep­sie” and “Quak­er Church­es in San Fran­cis­co,” etc. This was the
long tail in effect. Our vis­its jumped four­fold with­in a few months
(see chart). The long tail made us much more vis­i­ble. (More on the Googliza­tion effort in that year’s ana­lyt­ic report.)

A great new traf­fic analy­sis ser­vice is called Hit­Tail.
Like many oth­er pro­grams it tells you what search phras­es have brought
traf­fic to your site. But what’s cool is that it gives
sug­ges­tions – key­words it thinks will bring even more vis­i­tors in. Some
of the sug­ges­tions are fun­ny. For exam­ple, it thinks I should post
about “tra­di­tion­al sweat lodge songs,” “tick­lish armpits” and “how to
dress with per­son­al­i­ty” over on Quak­er Ranter.
But it also thinks I might con­sid­er post­ing on “small church local
out­reach ideas,” “new online mag­a­zines” and “chris­t­ian quakers.” 

If
all one was wor­ried about was sheer traf­fic vol­ume, then a post on each
key­word might be in order. But this would bring a lot of ran­dom traffic
and dilute any focus the blog might have (I already get a lot of
traf­fic on a par­tic­u­lar non-typical post that I wrote part­ly as an SEO exper­i­ment).
My guess is you should go through the Hit­Tail sug­ges­tions list to find
top­ics that match your site’s focus but do so in lan­guage that you
might not nor­mal­ly use.

I might try some exper­i­men­tal posts on
my per­son­al blog soon. I’ll def­i­nite­ly report back about them here on
the Mar​tinKel​ley​.com design blog. In the mean­time, check out Hit­Tail’s blog, which has some good links.