Real SMB IT: Web Site Improvements; The Next Step

This post is the next in an intermittent series looking at your web site from a marketing perspective -  When you are not a marketing person!

I introduced this series with this post titled; IT -  In Marketing?,  this is the next post on helping smaller businesses to improve their Web sites at little to no expense.

This series has been looking at real world improvements that don’t require major work or extensive help from experts. Stuff that can be typically done by a smaller business either by themselves, or in some cases just basic tech staff assistance.

In the last post I identified and fixed an issue with how our Web Site is found on the Internet.

For this next stage, I wanted to start working on two more (very) common errors for smaller businesses;

1) You created your Web Site, but then have not updated it in years

2) Your Web Site does not have a Site Map (Full definition of what a Site Map is, and does from Wikipedia)  to improve how people can navigate around your Web Site, and secondly, to assist the Search Engines to index all of the content on your Web Site. NOTE: Two Site Maps are actually required, one human readable and one machine readable, for search engine indexing spiders. I will go into the machine readable type in a later post

Search Engine Spiders!

To get this started, I asked our Web Site Developer to create the human readable Web Code for the Site Map, and the Web Code for a spot where I could add new content in the form of press release type News articles.

I will be looking at improving the core content on each page of the Web Site, but I wanted to get these ‘News’ pieces ready to go first as we have been pretty bad at demonstrating what we have already done successfully for our customers.

Once that framework was created, I wrote our first News content, formatted it and placed it in the container that the Web Developer had created for me.

Keyword Alert: Container or Template!

Don’t forget, my goal is NOT to have to go to developer staff each and every time I need to get each new piece of content added to the site, so I asked that they create a template that basically says; Insert new content here!

I still had to format the content the way that I wished, but did not have to write any ‘code’ to get it working.

So now we have a new site map and some new content on the Web Site. The machine readable Site Map is also there, but it is a little different and worth its own post. It will be a little while before the next search engine visit to index the new stuff, but I will keep watching!

There will be more to come, so stay tuned by getting updates with the RSS icon on the Home Page!

Photo credit scoobymoo via flickr

Build It, Grow it, Improve it

This post has been on the to-do list for months, but a recent conversation with the president of a small business declared to me that it was time to git ‘r done!

This SMB Exec has been working on a new and improved Web Site.

Actually they have been working on it for a very, very long time. And even though this new Web Site is not even live yet, he is already planning to redo all the design.

So, How Long Will That New, New Web Site Take?

I don’t know – plain and simple

So what we have here is a new Web Site that no one has seen. And no one will see until it reaches its ‘2.0′ version.

What’s Next Version 3.0?

Now the historical part, Mark Gould at Enlightened Tradition pointed me to John Gruber’s blog.

The article deals deals primarily with the R&D and design stage of product development (Apples’ iPhone in this case) But it i is a valid concern for all parts of IT, including SMB Web Sites;

Start with something simple and build it, grow it, improve it, steadily over time. Evolve it.

The SMB Takeaway

Get it out there, build on it, improve it.

But there is no point in trying to wait for that one vague future day that everything is perfect. It won’t happen

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1 Simple Way to Never Miss That Sales Team E-Mail

Marketing expert Seth Godin has a brief  rant post regarding his frustration at being unable to contact the sales teams at several organizations via an e-mail address.

After searching for that type of product or service, he found the web sites of some businesses that met his criteria. Next step, Mr. Godin starts looking for some pricing information, and…. was having difficulty finding a way to contact the business sales team to get that information!

Yes, as a SME, your Web Site must have the Contact page within 1 click of every page, and I am going to assume that your business would not give Mr. Godin that same problem. I know that your Contact Us page clearly  gives your sales@ e-mail address, your phone number, the works.

What I wanted to expand upon a little, is  how you can ensure that those critical e-mails coming from people who actually found your Web Site actually get monitored by more than one person.

Which of these methods do you currently do?

If you are like many businesses in the SME space, these critical functional e-mail addresses usually work as follows;

* Someone is assigned to manually check an e-mail in box for sales@yourcompany.com. (probably others such as HR@, info@ too)

* Or perhaps one individual has an e-mail alias (secondary address) for this functional sales@ account.

The Problem?

Those methods both require humans and are prone to error.

First; an individual is assigned to do the e-mail check. If that individual is sick one day – will someone know to take on that task? Or will that sales request languish until the one person responsible returns?

Secondly, in the second example, where the e-mail is assigned as an alias, again human intervention is required. Does someone check that e-mail if that individual is sick, or on vacation? How about if that individual leaves your business? that alias must be transferred to somebody else. If you forget to do that, any e-mail saying; ..we need your product tomorrow! is gone to that great computer in the sky.

The Other Option: The Distribution List

Using Distribution Lists is a far more effective, less error prone method of dealing with those critical  sales@yourcompany.com and other functional (eg. HR@, info@) e-mail addresses.

This does assume that you are using an e-mail platform that supports creating these distribution lists. (some Web Only E-Mail programs may not) But rather than relying on one individual to look for these important e-mails, create a a Distribution List (the exact steps will vary depending on your e-mail platform) then assign two or more individuals to that distribution list. In this case all team members assigned to the list will receive that critical e-mail.

With some mail servers, you can even have a central copy of that e-mail stored in a common public folder before the distribution list sends copies to all memebers of the list. This gives you a permanent copy of that e-mail.

The SMB Takeaway

I know you have great people, but if one individual has been checking that sales email address for years, I guarantee that it will be easy to forget that a plan B must exist if that individual is away.

That individual can still be the primary person to act on all email coming in through your distribution list, but since the backup individual automatically gets a copy – they cannot forget that they are that human backup!

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Real SMB IT: Back to Square One For Some SMB Websites

I know – broken record again.

Excellent example here of the verbal diarrhea that too many SMB’s consider content on their Web Sites.

“I understand being vague, but I have no idea what this Company does. At some point you have to say what you do.”

Follow the link to see an excellent sample of Web Site gibberish.

Here is what you won’t see;

* Any attempt to engage, entertain, or a call to action

* Any attempt to identify my pain, my problem and how you can help

How do you introduce yourself at a luncheon with your local Chamber of Commerce?

If it is two paragraphs of verbal diarrhea, sorry to hear about that.

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Photo Credit cindy47452 via flickr

Real SMB IT: Do you know who your web developer is?

OK, it sounds like a ridiculous question!

But lets look at this seriously for a moment. At some time in the past you hired a firm to build a Web Site for you. Unfortunately you have not touched it in years.

Perhaps from reading this blog (OK, most likely because one of your peers or staffers convinced you) you realize that it it is time to give that poor old Web Site a face lift.

So! where do we start?

Well, if you are like most SME’s, your Web Site is probably hosted with a third party hosting provider.

Great, who is that provider? and where?

Next, modifying that Web Site needs a log in ID and password, do you have it?

If there is some custom code using Flash or other products, do you have that source code?

Your Web Site, You Own It!

Lets back up a bit.

When you do printed brochures or marketing materials, do you maintain the original copy so that you can you can use any print shop? or are you hostage to one print shop that has all of your proofs?

I doubt it is option number 2.

So consider this a list of the key pieces you need to maintain and monitor when dealing with contractors on Web Site work.

* The web hosting provider must be chosen by you. Sure you can go with a recommendation, but the account is yours. The contact information is yours. Do not allow any contracting firm to just say that they will host it for you.

* Your domain name, or Web address is yours. You must own it, you must get the notification e-mails when it needs renewing, your name must appear on the contact information for it. Again, your contractors name and contact information must not be there. They do  not own or supply that domain name.

* Your contract with a Web design firm must clearly state that they are only contractors and that the data and code and Web Site content belongs to you.

* Your Web design firm must provide you with the source code for all work done on the Web Site. If that contractor is not meeting your expectations, you are free to take your business to another contractor.

* If they place pictures or video on the Web site, either you must provide them, or they must provide proof that the image is not a stolen copyrighted image.

The SMB Takeaway

Contracting for Web site creation is no different than contracting to have your kitchen remodeled. The contractor does not own your kitchen, you do.

Your Web site is no different.

I’m On Your Web Site, Are You Listening?

Glenn Schmelzle has some excellent recommendations on evaluating your Web Site in this post titled; How tech companies should evaluate their websites

Although the title references tech it applies to all of us in the small to medium business space. So go read some of the land mines that too many of us make in the creation and management of our Web Sites!

For the  pupose of this post, I want to expand on one point that that Mr. Schmelzle makes;

..must take an objective view of ourselves

1.    Where am I?
2.    What can I do here?
3.    Why should I do it?

Quality Of Experience

Those three questions by Mr. Schmelzle are the start of more questions that you must be answering, and answering quickly.

To lead off on this concept, Mr. Schmelzle has referenced a study that stated that if they are not engaged, the majority of people will be off of your web site in less than a minute.

That statistic is being generous! other studies and reports have stated that you may get 3 to 5 clicks by prospective customers before they bail out on your Web Site and find someone else.

The statistics are irrelevant – Whether it is less than a minute, or 5 page clicks, the problem is that you are simply waiting to disgorge your information, you are hoping to shoot your mouth off without asking what your prospect is actually asking about. Which is the second key in this concept;

Waiting to talk is vastly different than listening.

As much talk as you may have on your Web Site, If you are not listening, there is no communication.

What is listening?

To put it bluntly. When someone finds your Web Site, they are asking a question on how to solve a particular issue or problem. It is up to you to ensure that you quickly and efficiently identify those questions that are being asked, and provide concise and clear reasons why you are the one to answer that question and solve that problem.

You may recognize that concept as your value proposition, which is exactly what it is. But too often in our excess and unclear mass of words, we never actually answer those questions!

So; answer those questions!

I am asking questions about a problem, I am asking questions about a pain point, I am asking questions about some knowledge that I need.

It is up to you to offer me alternatives, It is up to you to offer me offer me solutions, It is up to you to offer me that knowledge I need.

It is no accident that the Home Depot’s (NASDAQ HD) You can do it, We can help. tag line is so memorable. It boils down everything written here into 7 memorable words.

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Ian Lurie On 10 Surefire Ways To Burn Money

Ian’s post is about wasting money on the maintenence and production of your Web Site.

It humorous, fantastic, all too true and located here.

I am not going to rewrite the whole thing, let me tease you with one – read Ian’s original for the rest!

Make your IT/development team build the entire site, with little or no input from the sales, marketing or fulfillment teams. You’ll spend at least twice the initial development cost on post-launch changes, I promise.

The SMB Takeaway

For businesses in the small to medium enterprise space, never forget that your Web Presence is critical, and also don’t forget that the way you will be found on the Web has a 70 plus % chance of starting with www.google.com

So take the effort to do it right!

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“Craft” Businesses and the Web

There are millions of businesses classed as micro enterprises in our economy. And of those, many qualify as craft business.

Many of you will be solo entrepreneurs, perhaps with a home based business, for some of you there is a retail front, so you may have up to 10 staff assisting you.

One thing in common that you will probably not have, is a dedicated sales force!

In general your product or service is sold by word of mouth. People in your community know you, and often keep coming back.(And the more that they keep coming back, the better!)

However, one thing that many craft business owners overlook is the Web. And I think that is a mistake.

The Web is your 24 X 7 Sales person!

No salary, no weekends off, no holidays, your Web Site can be building awareness of you all day and all night. And adding newer ’social media’ technologies such as blogs to your Web Site can also pay dividends in building community around your product or service.

An Example

There is a typical craft business in my area, in this case they sell a particular type of hard to find food preparation condiment. Their products are all in one category, and from pretty much everywhere in the world. As a bonus, you can also order their product and they will ship it to.

Basically, whatever taste you have for this type of product, they probably have it.

The Bad News

Yes, they have a Web Site. But it has not been modified in about 5 years. I hit Google trying to find them. No luck.

They are invisible to the search engines. So in their case – that 24 X 7 sales person web Site is not paying its keep!

How Could It Be Different?

Keeping the Web Site up to date will help Search engines such as Google find and index it, that is just for starters.

But for them, imagine if they added a Blog (or even built the Web Site using Blogging software such as WordPress .

As they sell a food preparation condiment, one thing that leaps quickly to mind is recipes for that condiment. You can imagine that you start publishing some recipes, that your customers can also start adding their own preferred recipes. Before you know it – people are buying new product to try out some of those new recipes.

And to fill a virtuous circle, as those recipes add up, the text and words used also get indexed and are searchable by Google and other search engines, so if people don’t know about your product, but were looking for that type of recipe – bingo! possibly new sales.

The Small Business Takeaway

Don’t neglect or dismiss the concept of Web Technologies. Properly setup and maintained, that 24 X 7 Sales person will be driving people to you.

And that is good news!

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Five Signs Your Web Site Wants To Dump You

A great article by Scott Gaw at Hall.

Let me just tease you with part of the introduction;

You just don’t get it, do you? We’re a team and I can help you grow your business if you just give me chance. The Internet has changed the way everyone does business. And if you don’t change your way of thinking, then I’m leaving. I’ll always remember our good times together.

The SMB Takeaway

Visit that article, and see how many times you raise your hand to those five signs!

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1 More Way To Lose Some Customers With Your Web Site

Can You read Your Web Site?

Here is the story, I was doing some research for a business service that we require, and through a reference I was pointed to one B2B business that provides this exact service.

Here’s the thing

The vendors web site had the usual links that I could click for Home, Features , How It Works etc. The thing is, clicking on these links opened a Web Page where he primary information was only available as video, no text. The only text on each page was basically; ‘watch the video’.

There are 2 Problems with that; 1 Minor, 1 Major

People like myself are the minor problem. I read far more quickly than I can watch any video, By the time a video loads and you get through your introduction, I could have already read any critical information on that Web Page and be three pages away. Second, You can also call me a Luddite, but I dislike the start up beeps and whistles of computers, so I disable my sound card.

So for me, there was no information available on that Web Site.

And The Major Problem?

As one example, our businesses largest customer is the Canadian operations of a Global Business. So they are a fairly large organization.

And as a larger business?

Their IT systems are locked down.

Bullet proof.

If it ain’t pre-authorized on the approved software list, it ain’t going to work.

Even we, as a vendor that provides some Web based tools for them, if those tools that we provide them do not use the exact authorized type and version of their approved software list – they won’t work. Period.

So what do you think the odds of that this Global Company could get any information from that video only Web Site?

As a hint, that Web Site prompted me to upgrade the version Flash on my laptop so that it would work properly. That could not happen with this large business customer. No upgrades allowed.

So for that large business, there was also no information available on that Web Site.

The SMB Takeaway

I am not denying the usefulness and power that rich content like video can provide to your Web Site. But ensure that the video or other media content is re-enforced and duplicated by good, pure text.

Because while you may be comfortable leaving people like me out of your sales pipeline, you might want to think twice about the those larger businesses.

So when looking at your Web Site design and development, make sure all your prospective customers can read it.

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Photo Credit Hkuchera via flickr