Is Your Website Sabotaging Your Business? Take the Websites That Work Quiz to Find Out

Posted on May 21, 2015 | 0 comments

Back when you launched your website, it was the flagship of your brand. Your logo was fresh, your content was clever, and the design was innovative. Your cutting-edge website helped your business flourish. But that was several years ago, and a lot has changed since then. You and your business have grown and evolved, and so has technology. What was once pioneering is now passé. Lately, it feels more like your website is sabotaging your business, not supporting it. It no longer shows up in search engines, and your competitors outrank you in your most desired search rankings. You rarely refer people to your site because it no longer represents you or your brand. You feel helpless, frustrated, and overwhelmed at the thought of another website re-design. What you really want — and need — is a website that works. How do we know all this? We talk to business owners like you every day. Some of them come to us knowing their sites need immediate fixes, but they don’t even know where to begin; others are simply too busy running their businesses to take time out to fix their websites themselves. Either way, we get it. We know exactly why your site no longer generates follow-ups, phone calls, or email inquiries about your highest priority products and services. And the good news is, we know what to do to fix it. We help business owners develop and implement simple action plans that solve their websites’ most pressing problems. We consistently see five key areas that trip up our clients and keep their sites from running like the business-building machines they should be: Bad visual design that’s cluttered and distracting; Confusing calls to action with too many choices and no clear path for visitors to follow; Compatibility issues with mobile platforms, resulting in problems with Google and other search engines; Dead sites, i.e., their sites lack fresh content and haven’t been updated within the past 30 days; or No analytical data, which means they have no idea who visits their sites, what people do once they’re there, or how people find their web sites in the first place. Which one of these problems keeps your web site from attracting new visitors, converting them into engaged buyers, and helping you build the business of your dreams? Our Websites That Work Quiz will help you identify areas where your web site could use a little support. After you take the quiz, we’ll send bonus materials direct to your inbox to help you create an action plan to tackle your website’s most pressing problems. We’ve used these same tools to help our clients create websites that drive traffic, convert visitors into buyers, and build their businesses. Share...

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How to Draft Your Marketing Mission Statement

Posted on Oct 17, 2012 | 0 comments

When clients come to me they often arrive in a frenzied state, wiping sweat from their brows and pulling the tangled hair from their lips, dropping all their stuff on the table and blurting out, “I just need a web site!” You can insert “logo,” “business card,” “blog,” or virtually anything else into that statement. It’s almost always the same conversation. And my response goes like this: “Okay, but why?” We go back and forth a few times with my clients answering the first “why,” and me reiterating – “okay, but why?” I’ve had clients look at me like, “Come on you a**hole, just give me a freaking break already! What do you MEAN why?!?!!? Just make me a logo!!!” I seriously think some of my clients think I’m suffering from some stunted maturation problem where I’m stuck in that phase of child development when “but why” was a fun game we played for hours. But the “WHY” is the most important component in any aspect of your business—especially your marketing.   Our Three-Part Marketing Mission Formula I’ve recently begun the practice of making my clients write down their marketing mission statements and email them to me. It reminds me of when my Mom sat beside me until my spelling homework was done. And it takes a lot to get anyone (myself included) to write down something so huge and abstract. But once you do it, it’s like walking around with that light bulb above your head just lit up all day long. You know in every tweet, every email, Facebook post, LinkedIn post, Pin, Circle, Plus or whatever, exactly WHY you’re reaching out to your audience and how you’re helping them. Our marketing mission formula is simple: Figure out WHO you’re talking to; Figure out WHAT they most need or want; and, Be clear about WHY your services matter. Who Are You Talking To? I always think of Robert DeNiro in Taxi Driver when I think about audiences. He sure seemed awfully confused about whether or not he was talking to himself in that mirror. Don’t “DeNiro” your audience. Make it perfectly clear that you’re talking TO THEM. This is where a lot of my clients lose steam. They have great ideas, they get fired up, and they blast their very helpful ideas out into the universe through every channel available to them but have yet to answer this one question – WHO are we talking to? Chances are, if you don’t know who you’re addressing then you’re talking to yourself like DeNiro in that mirror. And after 20 tweets, 14 Facebook posts and a desperate attempt to get anyone to sign up for your email newsletter you’re very likely to conclude that marketing just doesn’t work, or worse yet – that your idea or services just plain stink. But that’s not true (unless it was this idea). Effective marketing demands that you know who your ideal client is. You need to know where they spend their time online. Are they new moms in chat forums? Are they retired armed forces vets reading newspapers? Are they corporate executives at national conferences? Do they read blogs online? Do they read in the mornings, at lunch, at night? Do they only check things out on their smartphones? You need to know these things. Because until you know WHO you’re speaking to, you won’t know WHERE to find them or HOW to talk to them about their needs. What’s Going to Flip Their Switch? I used the analogy earlier of “walking around with that light bulb above your head turned on.” That’s...

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