Sunday, May 17, 2015

Two Types of Business Websites. Which Do You Need?

There are two types of business websites.

  1. Credibility Sites
  2. Lead Sites

Keep reading to see which type site your business reads…

 

CREDIBILITY WEBSITE

Credibility business websites are used by business owners who are sure most of their business occurs word of mouth or by a salesperson.

They believe a visit to their website occurs during the trust phase of the sales funnel/hour-glass process.

A credibility website serves to credential a business as legitimate and trustworthy.

Viewers of these sites have already heard about a business’s product or service. These visitors are looking for an online reinforcement of the good things they have already heard about this business.

Typical of providers using a credibility website are doctors, lawyers, real estate agents.

Any business which drives business from others talking about them OR has a first point of contact with a salesperson (ex. a roofing company after a storm) needs a credibility site.

A solid credibility site:

#1- Has a professional appearance.

Your small business website is your virtual storefront. No one wants to do business with a story whose physical facility is dirty or unkempt.

The same is true of your webpage.

I had once heard of two great bed and breakfasts near Olympia, Washington. I looked at both sites. One was gorgeously assembled and the other had a site that was a dated mess.

A close friend had told me both were great. But guess which bed and breakfast I booked?

Interestingly…

Both bed and breakfasts offered a similar quality of service and amenities.

Only one got my MONEY!

 

#2- Is up to date

Are you still running a promotion on your site that ended on Mother’s Day in the middle of June?

This lack of attention to detail can kill you, as customers think, “They aren’t on top of things on their website, perhaps they won’t be on point with me either.”

 

#3- Has Accreditation Logos.

Are you a member of a professional association, a network, a quality assurance program the BBB or earned specific licenses?

These logos should be on the front page of your website.

Even if people don’t know exactly what each organization does, these logos offer a sense of psychological security to your viewer that you are legitimate.

Of course, be honest and make sure you are truly a member of each organization you place on your site.

 

#4- Is Rich in Testimonials.

Nothing builds credibility more than real testimonials and endorsements from real customers.

A picture makes an even nicer touch–especially a photo of them using your product or benefiting from you service.

Make sure to get a waiver signed to gain their permission to use their statement and photo.

Remember…

 

A credibility page is for those potential customers who are already well down the sales funnel and are looking for an additional means of feeling comfortable with you on there way to saying yes.

It appeals to people who are already thinking of doing business with you. Your website doesn’t needs encourage them, not discourage them.

(We’ll be happy to do an assessment of your current site.)

But there is a second type of small business website…

 

LEAD GENERATION SITE

A second type of business website is a lead generation site.

This type of website contains many of the same attributes as a credibility site.

However, it must take things farther.

A lead site is designed to be an initial point of contact with your business’s service or product.

It is designed to help people discover you online when they have little or no previous knowledge of your existence.

It’s job is to get you leads!

 Here is what is needed additionally on a lead site:

#1- Search Engine Optimization (On-page and External)

Nothing is more important to a lead generation site than where it ranks on Google, Bing, Yahoo and other search engines.

When people search looking for a product or service you offer, you must show up on page one!

You must have your website and each page on your site optimized to be found on search engines. This is called on-page SEO.

An on-page SEO expert, like Moon & Owl Marketing, can ensure all the code on the site tells Google exactly what your business offers.

(They will throw around web jargon like meta descriptions, alt tags, and domain. Don’t get lost in that. Just make sure you are climbing in the ranks.)

You must also work on external SEO.

External search engine optimization efforts are an ongoing process where an expert garners quality links created on other high authority sites that point back to your website.

Unless you have tons of time—doubtful—and enjoy a steep learning curve, don’t try this on your own because if you get it wrong, Google will bury you.

Here is your goal…#1 ranking.

Fort Worth Marketing Tips for Small Business Owners

 

#2- Paid Digital, Online Advertising

While organic ranking is ideal. You MUST get in front of your potential customer.

People need to find your business organically (that is, they search a product or service you offer and you rank high on Google naturally takes time).

In the meantime, a paid advertisement on a search engine can get you in front of you audience quickly.

 

#3- Landing pages

These paid ads should point to SPECIFIC pages on your site that relate directly to the ad content.

Here is an example landing page template:

Types of Business Website

CLICK TO ENLARGE

 

A landing page helps convert visitors because it is tailored as the solution to an exact problem or need that the person just searched.

 

#4- Strong Call To Actions and Capture Mechanisms

You need your audience to move down the sales funnel in some degree or another.

Bright buttons and phone numbers are important to gain contact. They should stand out sharply from other elements on your page.

An email capture field should be present.

Consider providing visitors free tips or content they will value in exchange for an email.

Once their email address is captured you can send them an email drip—a series of automated emails that continue to build trust and call for action.

 

#5- Ongoing Content

In order to target existing keywords that people search, you’ll need fresh posts, blogs and articles written.

Maybe you sell pickles and need an article written that targets the keyword pickles in Austin, because you are trying to grow sales in that city.

 

Which Type of Site Do You Need?

If you business is primarily word of mouth drive, consider a credibility site.

A credibility site can beautifully designed and placed on the web. Since most people will visit their AFTER they have been told about you by a friend or salesperson, the site doesn’t need as much tweaking or ongoing content.

Visitors are primarily looking to see you are legitimate.

In contrast, a lead site needs ongoing work and effort.

Before you decide…

ASK, “What would happen if my credibility site could become a LEAD GENERATION site to gain even more business? Can I handle additional business and revenue?”

If so, you should consider expanding your credibility site to a LEAD site.

Either way, your business website needs to WORK for you!

At Moon and Owl Marketing designs BOTH credibility sites to EARN TRUST and lead generation sites that get your FOUND! If you need a site assessment, a facelift, or updates, call us at 817-889-1487.

 

 

 

 

 

 

 

 

 

 

 

The post Two Types of Business Websites. Which Do You Need? appeared first on Moon And Owl Marketing.

Saturday, May 9, 2015

Fort Worth Web Design 10 Questions To Ask Before You Hire a Design Company

Searching for a Fort Worth web design company?

If so, you might be confused by the broad discrepancy in prices you are hearing and all the lingo thrown around like CMS, CSS, CTA and CTR.

And those are just the words starting with C.

Don’t sweat that stuff.

As a service to you, we’ve put together a series of 10 questions to ask your web designer before he or she is hired to build your Fort Worth small business website.

These are the questions you SHOULD be sweating!

Hint: Click on the blue links to drill down into our unique approach.

Each link opens in a new tab so you can keep this article open.

Now the questions…

#10- What prep work do you do before the site outline is created for maximum site effectiveness?

Listen for a systematic approach where keywords are used to generate the silo sitemap/site outline. Many designers skip this phase.

Our answer:

This prep work is like the foundation of your house. It is crucial it be done well and thoroughly with elements like keyword research and silo sitemaps.

This prep work is actually the starting point to get you found on Google!

We have a proven system using SpyFu, Ahrefs and other software to research your keywords and build a incredible sitemap.

Don’t stop here…

 

#9- How do you ensure my site’s written content will get RESULTS?

Listen for some an approach to where copy is written from the end-users experience. People don’t care what you do as much as they do, how does this benefit ME!

The answer should not be, “We’ll put in there whatever you give us.”

Our answer:

Your site’s written content is 60-70% of your sites effectiveness. Here’s two ways it should be written…great website content and benefit oriented content.

We are often told our writing is one of the key things that sets us apart from our competitors!

Next up…

 

#8- How do you  design the site to convert visitors to customers?

Listen to hear what their approach is to gather leads. These include bright call to action buttons, e-mail list building, opt-in pages, large phone numbers and other mechanisms.

Our answer:

Your site’s ability to generate a profit from your Fort Worth customer’s needs to use our perfected Call To Action mechanisms designed into the site.

Ask this…

 

#7- How do you ensure my site loads super fast for my DFW customers?

Make sure you hear that  a load speed test will be run on your site before launch.

They should then state they’ll make adjustments made to picture file sizes, bloated plug-ins, and other items weighing down you site.

Our answer:

Google wants to see a super-fast load time, or you’ll slide down the ranks. Faster IS better and can be controlled.

We compress images and streamline any bloating issues specifically, one-by-one, on each page after testing.

We are committed to FIX anything slowing down your load time.

Don’t stop…

 

#6- Where do you see my site sitting in the sales funnel and relate to my other marketing?

Listen to hear if an official sales funnel map will be created. Make sure they explain how your new site fits into the overall picture of marketing. A website sitting in the middle of a desert does you no good.

Our answer:

You need to have a drawn out sales funnel. We will sit down with you and help you draw your sales funnel. Actually, we use an hour-glass model.

As a Fort Worth web design agency, Moon and Owl knows how to make your website receive the baton fluidly from your traditional, digital and social media marketing so they all work together for PROFITS!

Now take 5 seconds and do this…

 


 Help a fellow business owner out by tweeting out these questions :
Tweet: Ten questions to ask before you hire a web designer. http://ctt.ec/J3_9c+


And enjoy more…

 

#5- Can I see a sample contract so I can be sure expectations and timelines are clearly established?

You need to see a complete agreement. A spit-in-the-palm handshake doesn’t clarify expectations and spell out all the necessary details.

Our answer:

An agreement should be thorough and benefit both parties. Agreements set expectations, which reduces misunderstandings on scope, etc.

We’ll be happy to email you a sample Moon & Owl web design agreement. Just give us a call or fill out the form on the contact us page.

We have nothing to hide!

Get this answer…

 

 #4- What ecommerce platforms do you prefer and why?

If they only use one platform simply because they are comfortable designing on it, it might not be your best fit. Listen for the availability of multiple platforms and experience on each.

Our answer:

Though there are many ways to sell online, there IS a best ecommerce fit for your specific needs.

If you sell directly online, we  isten to your process of order completion, the available man-power of your Fort Worth area business, turnaround times, and even your leadership style to assess those needs.

Keep reading…

 

#3- Do you hand me my site and say thanks or keep working to develop it into a conversion machine?

Listen for what is the follow-up plan to promote and optimize the site AFTER it is live. One-and-done site development is a dead art!

Our answer:

Your site is like a living entity that should be tweaked for effectiveness.

We  can do A/B testing to get you the  best conversion rates possible, including:

  • Call To Action optimization
  • Headline and copy variation testing
  • Layout and presentation testing

Not to mention, we’ll stay on top of your site and server maintenance to ensure your site stays unhacked and live.

We are always happy to create an ongoing optimization package for you at a reduced rate because you trusted us with you site design in the first place. You won’t pay as much as someone who merely called us to “fix my site.”

You’ll want to know…

 

#2- Does your Fort Worth web design company do only web? What other marketing services do you offer?

Listen for a breadth of services. While it might initially sound great to go to a specialized we-only-do-web-firm, that view is short-sighted. A lone site gets lonely!

Our answer:

Your website is the hub of ALL your marketing activity. You don’t want it to be disconnected from your other marketing efforts.

Going with a broad service agency–like Moon & Owl–ensures ALL your marketing is coordinated and works together (example, landing pages can be created around certain online ads, etc.)

We call this approach STACKING and it works!!!

We even offer you these FREE small business marketing tips.

DRUM ROLL, PLEASE….

 

The Most Important Question

#1- Show me the numbers which reveal how your websites create LEADS and REVENUE?

This is where buzzwords like brand awareness, top-of-mind, brand recognition DISAPPEAR. You need REVENUE and PROFIT from your site!

Make the agency get rid of the “marketing speak” that means nothing.

Our answer:

We will be glad to show you case studies on our clients’ growth.

We will never disclose a specific name tied to the data and we protect the proprietary processes that our clients use like Fort Knox, as loose lips sink ships.

But we can give you a clear picture of how our sites DELIVER RESULTS!

 

So Let’s Chat

We are a local Forth Worth ad agency who does excellent web work and offers comprehensive small business marketing solutions to help you grow.

These include

  • web design
  • social media marketing
  • pay-per-click
  • SEO (Search Engine Optimization) services
  • print
  • direct mail
  • billboards
  • outdoor
  • press release writing and placement
  • media buying for TV/Radio/Print
  • production for radio/TV
  • guerrilla marketing
  • public relations
  • and more!

All to aid your Fort Worth small business’s growth.

We offer broad services so that we can be the LAST CALL you will ever need to make regarding your small business marketing.

We say last because we are 100% confident your expectations of our customer service and your marketing results will be SURPASSED!

We love the uniqueness of our fair city, sometimes called Cowtown, and are okay with Dallasites, too. We would love to be considered to do your Fort Worth web design project.

And yes, if you live outside of DFW, we’ll do you site, too. With JUST as much passion.

It is our pleasure to sit down with you over a cup of coffee or one of our Fort Worth brews and hear your story.

We’ll listen first and then tell you our story. We’ll also recommend what you should and shouldn’t do with your marketing efforts.

We’re Texan. We’re friendly. And we’re professional.

We are the Fort Worth web design firm of choice for MANY local and national brands and will be glad to serve you!

Call us at 817-889-1487 or shoot us a friendly HELLO through our Get Started form.

Let's get started flat straight150 copy

P.S. Want proof our methods work? We got you ALL THE WAY to the BOTTOM of this article!

 

 

 

The post Fort Worth Web Design 10 Questions To Ask Before You Hire a Design Company appeared first on Moon And Owl Marketing.

Tuesday, May 5, 2015

Brand CTR and Google. It’s Vital. Does Your Small Business Have It?

A recent Google leak has confirmed the something IMPORTANT about your website.

YOUR site’s Click Through Rate (CTR) on Google іs very important to how well you rank!

And the most important CTR is your brand CTR.

What is BRAND CTR?

When someone searches your brand by specific name on Google (example “Jordan’s Feather Factory”) and then your brand name appears in the Google search jordansfeatherfactory.com, it is VERY important that at least 50% of the people click that link and not a competitors.

Google is looking to see that your brаnd name has а СТR rаtе оf at least 50%.

It’s reported anything less than this could be a red flag which triggers an review or even a penalty. Why? Because Google is trying, like always, to keep people from gaming the system.

IF YOUR BUSINESS DOESN’T HAVE A BRAND CTR of 50%, YOU ARE LOSING RANKING and MONEY THAT SHOULD BE YOURS!

But don’t fret:

How can you BETTER INSURE you have at least 50% CTRs on your branded search?

1. Have a strong benefit statement description on you home page.

Tell people in the Google search result the BENEFIT they will receive from clicking to your site. If you have a WordPress site with the YOAST SEO plugin, you only need to enter a great description in the field labelled meta-description.

SEO Brand search Google

2. Have a Google My Business Page set-up. 

This increases the chances of it auto-populating to the right when people search your brand specifically. (see the picture below)

3. Own the front page of Google with your own brand!

Create enough properties on Facebook, LinkedIn, About.me, and any other site so that NO competitor shows up on the Google page one of a direct brand search. (see the picture below)

You can see all three at work in our Moon and Owl Marketing search results. (click the pic to enlarge it)

brand CTR on Google

CLICK TO ENLARGE

One final killer tip…

4. Get the Moon & Owl Secret Sauce SEO program working for you.

We can up your count of branded CTR in a way that is above board on Google. It is a family recipe and it is delivering HUGE results for our agency and clients’ CTR on branded search (and also increasing their Time On Page –how much time a visitor spends on your page once they click there–another important ranking factor.)

We can help! Whether you need your home page optimized, other properties set-up to dominate page one, or the SECRET SAUCE…

Call us today, at 817-889-1487 or fill out our GET STARTED FORM HERE 

 

P.S. Google is also looking to see if your long-tail keywords are getting a 60% CTR.

An example of a short-tail keyword is “social media marketing.” A longer tailed keyword would be “social media marketing with cyberdust in 2015.” It is easier to rank for the long-tailed keywords, but once you do, have great content that compels the reader to click through and stay on the page.

By the way, our secret sauce recipe helps you here, as well.

 

The post Brand CTR and Google. It’s Vital. Does Your Small Business Have It? appeared first on Moon And Owl Marketing.