Need a Web Site You Can Maintain Yourself?

Blogs used to be a great way to help you add fresh content to your site and help increase your visibility. They used to be used in addition to your regular Web site. Advances in content management have blurred the lines between conventional sites and blogs. Blogging programs have evolved into the most powerful and flexible systems available.

WordPress is a leading 'blog' program and it's completely free! Check out these great features:

• You can create static pages and sections making it appear virtually the same as any other site.
• It's great for new Web site owners who want to manage their own sites WITHOUT learning HTML code.
• Easily allows you to take advantage of SEO (Search Engine Optimization) opportunities
• Material can be easily categorized allowing effortless structure. A more orderly site will perform better with the search engine spiders. Search engines are all about structure. :-)
• Categories let you effectively group relevant material together by creating URLs with anchor text (text that uses your keywords) and relevant internal links. This makes your site more easily crawled by the search engines.

Fresh Content
WordPress is specifically designed to handle the frequent creation of content. You can even create multiple updates (or posts) and schedule them to be published at a later date. So if you're inspired and get a bunch of content cranked out, you can schedule your blog to update automatically! This is great for vacations or times you are away from your office. Your site can continue to be updated with fresh content even though you're away. Making regular updates to your site will get it crawled more often.

Link Building
The nature of blogs and the blogging community lends itself to link trades more often than with a regular Web site. Other bloggers love to find related blogs to link to and recommend.

Social Interaction Via Comments
Commenting plays a big role in link sharing with other blogs. Being an active participant and commenting on others' blogs, naturally improves visibility. A feature I particularly like is the ability to turn off the comment option at the page level. So if there is a page where you don't want people to be able to comment, just turn off the option and it becomes a static page.

Viral 'Word-of-Mouth' with RSS
With a blog, RSS is automatic and built right in. With this feature, your blog can be included in blog directories and blog-specific search engines.

WordPress is another easy to use, affordable tool for the small business owner! It allows you to simplify your site maintenance and improvements. The beauty is that you will be able to more easily and quickly manage your site, spend less $'s on a Web master, have greater control, not have to wait on another person's schedule, and realize the savings over time.

If you have a hobby or a small site idea - why not give WordPress a try? Get started here.
To see an example of a site created using the free version of WordPress, visit PaulaBonelli.com.

Until next time - Ciao!

Are You Up On New FTC Rules About Testimonials and Endorsements?

The new FTC rules on testimonials and endorsements are effective December 1, 2009. Pay particular attention to these areas of your Web site which may need some tweaking to comply.

If you have a partnership with another company or have a system in place where you earn a commission for referred sales, or if you have customer testimonials, then you will need to be sure you're including a bit more information. The rules are made to protect consumers from unrealistic expectations, unverified results' claims, and endorsements that are untruthful.

Here's the brief overview:

Testimonials

• Verify that the person giving the testimonial has actually achieved the stated results

• Verify the typical results that can be expected and state them

• If you make a change to the product being endorsed, verify that the testimony still stands 

Endorsements

• Disclose "clearly and conspicuously" compensation in exchange for endorsing a product or service (Compensation can be construed as a freebie in exchange for a review.)  

As usual with all government rules, there are many gray areas. :) 
Bottom line - even if you are already doing business ethically and honestly, now you need to STATE it! 

 

Here is the link to the official guide: FTC Guides Concerning the use of Endorsements and Testimonials in Advertising

Creating DIY Products for Web Site Promotion

Wow, has it really been 2 weeks since I added a small biz tip? Sorry for the delay!

I've been thinking about adding some do-it-yourself, downloadable products that small business owners can purchase (affordably) that will help them with their overall web presence. I need your input!

What are the top things you'd like to know how to do for your own Web site? Please add your comments and I will consider them as I develop new products.


Thanks, in advance, for your input :-)
Ciao, Paula

Search Engine Optimization (SEO)

Make sure your SEO strategy includes these 2 main components - making sure your site is search engine friendly and building relevant links to your site.

Before we get to those 2 components, you must target the keywords your customers are using to find your business. Many small businesses target the wrong keywords. Ideal keywords and/or keyword phrases should represent 3-4 focused terms that are not too general. For example, you sell widgets - widgets by itself is probably too general and too competitive a term. Try a more focused version like 'blue widgets' or 'widgets for small business'. Make sure your keywords are highly targeted to your audience - matching the right offer to the right audience - yours.

Keyword research tools:
Beginner (free) - Google search-based keyword tool
Advanced (fee-based) - NicheBot

One note about these tools - don't rely solely on them. You know your business and customers best. Gather a list of general keywords that your market would use in a query and use the tool(s) to uncover more targeted terms that you may not have come up with on your own.

Choose a combination of keywords. Choose some with a fair amount of searches/competition, as well as terms with low competition. The terms with low searches will help you easily rank for these lesser searched keywords.

Search Engine friendly web site
If you are using site builders like WordPress, Drupal, or GoDaddy your sites will already be search friendly when they are hosted.

If you are maintaining your site manually (or using a web master to do so), implement these 2 things.

1. Make sure the keywords you chose are included in the META title, META description and META keywords tags. The title and description tags are used in compiling and displaying your listing in the Search Engine Results Pages (SERPs). Since this mini listing is the first thing a visitor sees, these 2 things need to be as effective as an advertisement. Use the title as your headline and the description as your call to action. The goal is for them to click-through to your site.

2. Make sure you use keyword-rich file names for your web pages (ex. www.mysite.com/keyword-here.html)

Remember your primary goal is to make it easy for the search bots to find your web pages and easily determine the overall content/subject. It's also for your customers to easily navigate your site. Simple is better! Don't overcomplicate things.

One other note about navigational linking - be sure you have text links that lead to other pages on your site. Graphical or flash based menus are not easily read by the search engines and may be not be seen by your users if they have chosen not to display images while browsing.

Other formatting - the actual content on your page should always be written for your visitor. Your content should include your keywords in the most natural, appealing way possible. And make sure you deliver what is promised in your title and description tags or they won't stay long. Now's the time to get them to convert to customers.

Building relevant links back to your site
There are SO many ways to build links to your site. You have to review your options and choose what's best for YOUR business. You need to choose something that you know you can continue to maintain. Here are some starting points:

Blog - use regular blog updates to keep your content fresh. These are some free blog templates to get you started fast:
Google Blogger
WordPress

Press Releases - write and distribute press releases. These are usually fee-based.
PRWeb
PRNewsWire

Article Marketing - Write and distribute articles. Many free sites are available for you to distribute your articles. Here are a few:
ArticleMarketer
EzineArticles
GoArticles

In the search engines 'eyes' every link from an external source to your site is a 'vote'. The more links you have pointing to your site, the better your site will rank in the search results. Keep in mind that these links have to be relevant - they need to be links from authority sites with relevant web pages. Linking to unrelated resources will not count as a 'vote'.

In all instances of link building I've referenced above, write on topic and include your keywords as anchor link text back to your site. This is another way the search engines determine the theme and relevancy of the content of your web site.

Don't expect this SEO process to be a quick fix and don't expect miracles right away. Consistent and steady improvements/actions over time is what will help your site rank for the long term. Do your part by giving your visitors valuable content, great products, and excellent customer service and you'll soon be enjoying the rewards!

Ciao, Paula
MarketYourBizOnline.com
PaulaBonelli.com
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Email Marketing is a Powerful Tool for Building Customer Relationships

Email marketing is one of the most powerful tools at your disposal to build relationships. Don't immediately blast email subscribers with sales offers. First, build credibility and a relationship, so they feel like they know you.

First, you have to build a list. Then, drive traffic to an email signup form either in your place of business or on your web site.

Your email signup form should ask for a minimum amount of information:
o Name
o Email address
o Optional: One other qualifying question pertaining to your target market

Then, create an email or series of emails to establish your expertise, build trust and segment subscribers for appropriate offers.

3 tips for creating your emails:
1. Provide real value in messages
2. Segment your list
3. Deliver targeted, relevant offers

Provide real value in messages
(Be sure to include what to expect from the email series in the coming days/months.)

You can focus on trends and opportunities, details about your business field, educational information, inspirational messages, announcements, etc. Tell a story, give a brief history about you, or convey a customer's story which may interest your readers.
You can include a valuable resource in your emails so they aren't just hype and you’re not just trying to sell to them. Is there something you can give them free? A download? A valuable tool that pertains to your market? Be creative.

Qualify email subscribers to segment list
You can further fine tune your message to qualify subscribers based on (fill in the blank for your business). Examples: Do you need to know their regional preference? Do you need to know what budget they have to spend? What types of products or product line are they most interested in?

Here's an excellent spot for a survey! Have them answer a few questions about themselves to help you give them the right offers or information so you can send highly relevant information.

Deliver targeted, relevant offers
Based on the responses, you can create sub-lists within their main list. Use these sub-lists for targeted campaigns.

Offers to entire list
In addition to segmented mailings, you can send regular messages to your entire list. Ideas include:
o New items / offers
o Announcements / Updates
o Educational content
o Third-party offers from trusted associates/partners who have items/products that might interest your subscribers.** This can be a great opportunity to partner with like businesses by emailing your list and splitting the proceeds with the other business.

**Be very careful with this one. Only you know if your customers will be open to this type of offer.

RESULTS
If you've cultivated a list of people/customers who know you are for real and who find value in what you have to offer, a high percentage of your business can come from your email list!

Ciao for now! Paula
PaulaBonelli.com
MarketYourBizOnline.com

Write Better Emails

If you do any sort of email communication or marketing with your customers, this is a good read I thought was worth sharing.

Nick Usborne: http://www.excessvoice.com/articlex4.htm

Technorati Tags: email marketing, copywriting

More Web Writing and Usability Tips...

OK - so I talk about this a LOT! But I can't tell you how many web site owners I still see that are not writing for their users when they write their content, links, etc.

We've talked about the content copy in general, but what about the micro-content on your site - your navigational links, headings, etc.? - the elements that help your visitors find their way around.

The article I'm sharing (from author Jakob Nielsen) digs into this. He shares a test he performed to see what parts of a web page users really see/interpret when scanning quickly. His results show that users only saw the first 2 words (or what he calls nano-content) of the micro-content items . It's really fascinating and it will give you some good direction and food for thought for the next time you sit down to write. :-) Read the full story on Jakob's site.

--Paula

Action-Oriented Copywriting for Your Website

Before writing content or copy for your web site, keep these things in mind to get the results you want. Help your customers find and get exactly what they are looking for when they visit.

You can increase the likelihood of visitors getting what you intended for them to receive (or going where you intended to have them to go) by writing your web page copy (content) so it's focused on one goal or action.

Before you write, ask yourself "What do I want my visitors to do?" Do I want them to click through to another page on my site, purchase right away, sign-up for something by giving me their contact information--there are many possible actions. Give some thought as to what one action you want them to take once they arrive on any given page of your site. Then write your copy with that one goal in mind and include clear verbal steps along the way to help your visitors prepare to take action when the time comes.

If you are offering a free sample, sprinkle 'free trial', free sample', etc. throughout the text. Motivate them by telling them why they need it, why it's important to them, - solve their "problem". As they are reading, you are preparing them to take action and they are saying to themselves--Where do I get it? What do I do next?

Now tell them how to take action. Buy here, get your 'free whatever' here, give us your name and email and we'll send you.....get the idea? Your copy should guide, nudge, and lead your visitors in the direction of the action you want them to take; then call for that action.

Once you give your copy a single focus with a defined goal/action--then your visitors will find what they are looking for and you'll have a web page that is clearly defined for your users to take action!

Happy copywriting :-)
Paula


Paula M Bonelli | ASAP Web Site Promotion
"Helping small businesses find customers online."
http://www.MarketYourBizOnline.com

Copywriting Best Practices for your Website

You need to take steps for your users to find your website. Studies show more than 80% of Internet users begin their time online when searching for products and services. You want to increase the likelihood that your site will come up near the top of the search results.

The sophisticated algorithms of Google, Yahoo! and MSN match the best websites for each search. The search engines are looking for the content that matches the search most closely. The words you use on your web page(s) tell the search engines whether or not your page is relevant. Taking time to focus on good keywords will likely increase the traffic to your page.

Choosing Keywords/Keyword Phrases
Think about how your target audience is searching for you. What phrases would they enter into a search engine if they were trying to find a business/product like yours? Choose 3-5 keyword phrases per page that fit your business and also would likely be common phrases that people would use in a search. Here are some free keyword research tools:

-Google AdWords keyword tool
-NicheBotClassic.com
-GoodKeywords.com

Create Relevant Page Copy
It's essential to create relevant copy by spending time researching keywords and keyword phrases that match what visitors are searching for. Examples of relevant keywords and keyword phrases could include:

-Your company and/or product (ABC widgets)
-Local attributes (New Prague Minnesota widgets)
-Special attributes (Minnesota blue widgets)

In the examples above, the keywords would be relevant or "optimized" keywords or keyword phrases. Use these relevant keywords/keyword phrases in your web page copy, photo captions, links, etc.

Quick Tips About Page Text
1) Search engines place strong emphasis on the first words on your page; place keyword phrases at the beginning and in order of importance.
2) Avoid repeating them more than 3 times.
3) Be sure text is related to the overall theme of the page and organized in logical sentences or bullet points.

Other Details to Remember
1) Use text-based keyword phrases in headings. Avoid using only images/graphics as headers because search engines cannot "read" them. When posting photos or videos to your pages, add text descriptions/captions nearby that include a keyword/keyword phrase.
2) Search engines weigh link text more heavily than plain text; use keywords/keyword phrases in on-page links.

Bad Advertising

As a small business, I have to make the most of my advertising budget. So when I'm driving traffic to my website I need to be sure it's effective. Here's a great article from Mark Widawer. He specializes in effective landing pages (the page you send traffic to with your advertising).

This reminder from Mark is an absolute MUST if you're running a small business and you want to have the most effective advertising on- or offline.

Read more here.

Publish your Email Newsletters to Twitter

Hey all you Twitter lovers! If you are also an AWeber user, you can know post a link your AWeber email newsletter in Twitter automatically each time you broadcast. This is pretty cool and is a great way to simplify your tasks.

Filler content vs. killer web content

I couldn't have said this better! Think thoroughly about your content before publishing it to your web site. As Gerry McGovern says "Content is not neutral. It is either delivering value or destroying it."
The true cost of content: New Thinking: Gerry McGovern

Find out more about Gerry.
Content management solutions: Gerry McGovern