Hanging Gardens home page

Your home page is failing its purpose

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I had to write to a client recently to tell them that their home page was failing.  It was not delivering value, it was not doing its job and was actively causing problems for the business.  And this made me realise that few businesses understand the job a home page does.

Hanging Gardens home page

Hanging Gardens home page

What should a good home page design do?

If you are an online shop, the home page has the job of showing the specials for the month or new product lines.  It is often a straightforward design to implement. 

If you are a software company, the home page is usually a sales page promoting and explaining your principal products.

But most business websites have a different challenge, especially those who do not sell by ecommerce.  They have had a website for a few years; they may have had a couple of redesigns and the business website has probably grown to tens, hundreds or thousands of pages over this period.  The priorities of the business shift over time and the website home page needs to support the new business goals and objectives. 

This throws up questions

  1. How often should I change my home page?
  2. Should the home page have all the information about the business?
  3. What should the home page prioritise?

The job of a website home page is to get the visitor to her destination in as few clicks as possible.

Why do visitors come?

Your entire website comprises a heap of different information, advice, products and services and a visitor may be interested in all, one or none of them.  So how can you guess what the latest web visitor wants? 

This is where intelligent home page design comes in. 

Home page as sign post

The principal task of the home page is to signpost the visitor FAST to where she wants to go.  So let’s work out what this means for your website.

Go to your web analytics account and find two reports created from your actual visitor traffic this year.  These are

a) the pages visitors went to on the site.  This shows which are the most popular

b) the search queries people typed into Google which had your website showing up in search results (this comes by linking Search Console to Google Analytics – here’s how to set it up).

Your job is to line up b) with a) so we get the maximum number of people coming to the site and getting quickly to the exact page they are looking for.

Designing for Destination

You now know the top two to five pages on your website (after the home page itself).  I’m going to offer some advice here which will help you brief your designer on the changes you need to make to your home page. 

Firstly – simplify the main menu.  Can you remove any of the top menu items?  Give the visitor as few choices as possible, stay focused on those top destination pages.  Can you reduce your menu to 5 options?  (Home, About, Contact Us plus 2 others?).  Can you remove sub-menus or drop-downs?  We advised Armour Safety to put icon images of their popular product groupings on a side menu; ordered by popularity.  Clicks followed immediately we made the change.

Secondly – highlight popular destination pages in the home page design.  Make it very obvious in the home page design elements what these are.  You can use images, boxes, icons, buttons, large text – all are useful devices to focus attention. By repeating these popular destinations in the home page design and the top menu, you increase the chances that the visitor will choose an already popular pathway.  Coxmate.com.au now does not show its products on the main menu – they send visitors direct to the shop which has its own home page and details all the categories.  Similarly, Apartment Specialists has 3 buttons on the home page, I’m Buying; I’m Selling and I want a Valuation.  All three are on their menu, but the buttons make it easier for visitors to quickly decide where to click.

Thirdly – you have to reinforce the already popular page destinations – this may sound counter-intuitive.  Don’t try and encourage traffic to pages that are not already popular i.e. double down your bets on the well-performing pages.  This is the 80:20 rule in action.  For the visitor who does want something unusual if they cannot find it from your menus, be sure to make it very clear how to get in touch to ask the question. 

So go check how your home page is performing in its duty as a sign post – and don’t be afraid to make changes iteratively – one small change at a time so you can measure the effect before altering other elements.

We use our 8 Step New Business Development process and each has a category – this blog post is related to Step 1 – State your Business.

Click on the icon to see more posts in that category.

8 step new business process. Step 1 Who are you?

This article first appeared in Marketing Online Magazine 

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name label, name badge

What’s in a name?

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It’s undeniable that one of the key components to owing and operating a successful business in today’s world is to have a strong web presence. You may think you know how to do that without help, but are you sure? Most of us have a vague idea of what it would take to boost our on-line profile personally. A company’s public identity can and should be different, though. Even if you think you’ll be fine on your own, it’s a solid idea to check out who can help you and what assistance they can offer. That’s where Namify’s blog name generator can come in handy.

More Than Meets the Eye

Some blog name generators are just that: they suggest a name for your blog based on a couple of keywords you put in their search engine bar. But other blog name generators, like Namify, are for more than just blogs. The words you choose should be representative of your blog or business. These can actually help you plan your business and establish your brand, especially online.

One thing a good name generator service does is look into the future for you. It’s not possible for each new business start-up to understand all the nuances of web-based marketing. That’s where Namify’s inclusive service comes in handy. Social media is a must; a great service will match you with a business name that represents your company well and attracts attention across different social media platforms by suggesting a name that’s available on those platforms. You don’t want to name your business something and then find out someone else has that name claimed on Instagram or Twitter.

Dot What?

The future of having a web presence for your company doesn’t have to include a .com. A tech-based business can now have a .tech web address. There are different domains available for stores, businesses, blogs and clothing brands. Why would this matter? Increasingly, the .com domain is getting crowded with unwieldy website names. A different domain gives you the chance to both register your business name exactly as it is and be eye-catchingly original at the same time. Anything positive that helps you set yourself apart from your competition is a good thing, right?

Visuals

Just having a memorable business and domain name isn’t enough, though. You’ll need a company logo to help your customers recognize you where ever your presence is felt on the web. Logos can be difficult to nail down unless you find a gifted and imaginative graphic designer, which gets really expensive. Namify’s generator services cut out the need for taking a chance on someone who won’t understand your vision because they offer help with designing a striking logo for you based on the information you provide when you initially go to them for assistance.

Better services offer options for your logo, also. You don’t have to settle for the first – and only – one they suggest. You can have some input as to your logo. After all, it’s your business and your dream.

Do You Really Need This?

Even if your business isn’t web-based, you still need a web presence. Verisign discovered that if a business, even a small business, has an established web identity, 84% of potential customers were more likely to believe in that business’s reliability. People turn to the web to search for what they need. A listing in the yellow pages isn’t going to help you because almost no one uses them anymore. Your corporation’s website is where people will go to learn everything from your open hours to what specifically you can do for them. So, yes, your company needs to be on the internet.

With so many tools available to help you make a success of your business venture, not looking into a name search generator could potentially cost you a lot.

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8 ways to promote local businesses

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Our exclusive video of 20 minutes of pure ideas and stimulation about how to promote your business locally:

 

 

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Ghost Street interactive agency

Building Trust with Clients

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New clients take a bit of work – you have to work hard to get to know them and they you.

Ghost Street interactive agency

Ghost Street logo

Having been part of the BizDojo community we were lucky to meet a host of great folks in the co-working space on K Road.

So it’s always a delight when we get to re-connect in the interests of client work.

Not only does it look good to be able to say “we know them already” but it builds trust with both parties and also some strong marketing too.

Nice work, Tim Dawson of Ghost Street and fun to be collaborating.

Networks of networks

Which makes me think about questions I have had this past fortnight about the networks which work for me and where and how I find them.

Challenging – because when I moved to Auckland I knew few people. So here are the ones which I find useful for meeting smart folks who think, challenge, may become clients and have good things which I’m interested in hearing others talk about….

Which are your go-to meetings, groups and influencers? Please add to the list.

 

We use our 8 Step New Business Development process and each has a category – this blog post is related to Step 4 – Profile Raising, Step 5 – Relationship Development and Step 6 – Opportunity Spotting.

Click on each icon to see more posts in that category.

Symbol for profile raising as part of new business developmentSymbol for relationship developmentSymbol for creating new business opportunities

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policies

When having clear policies is a marketing advantage

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This week I’ve had two clients get frustrated by media comments which did not allow a talk-back response.

Our solution?

Set up your company policies and publicise them.

Why policies are a point of difference

In both cases, bloggers and journalists were doing their job and calling out the client brand on key issues.

Professional disagreements are normal.

By stating your position on key issues, your brand can become better known and also has the ability to influence the way the whole industry thinks on these points.

How to market using your policies or principles

  1. Create a page where you list your principles.  e.g. We believe in transparency and not charging markups [that happens to be true for Creative Agency Secrets].
  2. Create a menu link to the page
  3. When a blogger or journalist contests a situation, write your answer on your blog. Also, write it in the comments on their site if you can.
  4. In writing your answer, refer to your principles/policies and link through to that page on your site.
  5. Create categories in your blog that relate to each principle e.g. transparency; fair pricing
  6. Also, make icons so each has a clear visual image associated with the principle – this helps readers further identify with each principle – you can link from each icon to the category in the blog so that case studies and examples can be read in more detail.
  7. Be prepared to stand by your principles and to be called out by media.

As an example, we use our 8 Step New Business Development process and each has a category – this blog post is related to Step 4 – Profile Raising.Symbol for profile raising as part of new business development

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Internship

Yes, I can help you get an internship

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Creative Agency Secrets helps students get their first jobs in marketing.  It’s incredibly hard to get a job as a junior marketer and so this is part of our social marketing – supporting the next generation.  And as a result, we’ve got a strong track record of delivering valuable learnings to interns and we also have hired many ourselves – the pick of the crop!

I got this email today and so am sharing my answer as a guide to help students get internships for themselves.

Hello.

I am Business Management Student from XXXXXX and looking for internship.

Can you help me to get internship.

Regards

 

Hello YYYYY

Yes, I can help you to get an internship.
I will speak very frankly so these comments are not harsh, but you will only be successful if you apply my advice.
  1. Learn how to write a formal business letter.  Use proper sentences, punctuation and grammar.  Capital letters for your name are important if you want to be taken seriously.
  2. Do some research first on the business you are approaching.  In your letter explain what you would hope to learn from the company and what you think you could contribute to them.  Remember an internship is not one-way.  So can you teach me about how to market to female students from India who are living in Auckland?  Your letter needs to be a sales pitch for YOU.  Read these articles on how to write a cold email
  3. Read these articles from our blog archive about Interns they will help you understand what Creative Agency Secrets teaches its interns.
I look forward to receiving your letter.

Will the student reply?

In parallel with the new business development tuition I give to clients, this email is designed to do two things.  Yes, it gives advice.  But its secondary function is to discourage applicants.
I want the recipient to understand that it will not be easy to get an internship with Creative Agency Secrets – we have high standards and so only the best succeed. Yet if they take our advice, they may be successful.
I do this with new business opportunity spotting – if you want to meet me, I set small hurdles up (like having you fix the meeting, not me) so that only the diligent and persistent will succeed.

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Local Marketing event in Auckland

8 Marketing Strategies To Grow And Scale A Local Business

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Most of New Zealand’s businesses are local. Knowing how to get known locally is an important skill. Today we’re showing you our latest tips for local marketing success.  Better still, they’re all things you can do yourself – today.

Ready for your local marketing quick-fix?

Local marketing is absolutely essential nowadays whether its a neighbourhood, a city or a country. Few of your customers are in social media looking for your locally supplied services.  Having robust local marketing tactics is essential. The key is to get value from both online and offline marketing spend and the cross-overs are increasingly beneficial when focused on local marketing.

Rebecca Caroe shows you 8 tactics for local marketing success. Take a look at the list, and for more details, check out Rebecca’s full presentation below.

8 Tactics For Local Marketing Success

1. Google My Business 

You can control how Google represents you by looking at 4 aspects of your site: words, pictures, videos, and maps. Go to business.google.com to edit the information. This is great for verifying addresses, changing and maintaining information when you move and much more. Today, since a vast majority the local searches are happening on mobile, it’s important to keep the information up to date. In fact, we did an experiment of where our ads were viewed and found that an overwhelming majority of our advertising was viewed on mobile devices (see video below – timestamp 21:06).

2. Key Words

Use efficient local keywords. Google is well known but supports its own objectives. Select an independent keyword tool. Also ensure that the city, town, or suburb are all included in the meta data.

3. Directory Listings

Online directories are underappreciated and do matter. Get yourself listed in both general and niche directories. Write a standard one sentence or paragraph and send it in to all of them. Don’t know where to start? We have you covered with our comprehensive list of directories.

4. Google Alerts

Google can give you alerts for key search phrases. Sign up to get them. Good phrases to sign up for are your business name, key staff members, competitors,  and new business opportunities. This is a great way to contact prospects, build a mailing list and much more.

5. Business Associations

Business associations are an invaluable way of meting local businesses. Through this, you will be able to network, give talks, send out promotions, and even get a mailing list.

6. Networking Events

The reason for this is similar to the previous point; you can grow your local network giving you greater and more diverse business opportunities. Consider both general and niche events. The video below has many websites to find these events locally such as Eventbrite and Meetup.com. A good idea is to have a post-event process for picking up contacts. The handy “Card-In-The-Pocket Trick” works every time. Simply put the business cards of contacts you do want to follow up with in your right pocket and in your left pocket, put the others.

7. Testimonials

We all need to know who’s worthy of our trust and testimonials are a great way to do it. Make sure you have a testimonial page on your website. Set up a process to get testimonials regularly and make sure the most recent ones are on the top. And be sure to link it back to a client’s website. Keep a long and a short version. The short version can go on the website page for easy readability, and put the long version in a blog post that you can link to on the site.

8. Local Advertising

The traditional methods still work and are great for brand building and product/service promotion. Google Adwords, Google AdSense, Yellow Pages, Facebook, and LinkedIn are all great places to do this.

Want more?  How much more?

If you want to learn the secrets to compound growth for your business, get private coaching advice. Bespoke for your unique situation and with a 100% refund guarantee if you’re not satisfied.  No risk!

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Customer Feedback

Don’t Be Boring Is The Best Way To Gather Customer Feedback

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Customer feedback. These simple words are in every businessman’s mouth (and 2-hour long Powerpoint presentations) and can give you priceless insights if done right. This data is essential to measure customers’ satisfaction and make your products/services meet their needs. But let’s be honest, the ways people use to collect it are not thought through like they should. From annoying guys with clipboards knocking on your door to spammy messages in your inbox, research is carelessly planned by most companies. Fear not, though: we have a few suggestions for you on how to seize your customers’ opinion.

Yeah, you know where I’m going: the infamous surveys. Right now, as I mention the words “fill a form”, I can almost hear your eyes rolling. It’s something loathed by most of us, and some planners consider just a necessary evil. Doesn’t matter if you are the poor soul who’s spreadsheeting the results for that damn thing or, God forbid, the one answering to an endless questionnaire.

Understanding the importance of this kind of research, many companies offer rewards to customers in a hopeless attempt of getting useful information to work with. Burger King, for example, used to encourage customer feedback offering FREE FOOD if you completed their online survey. However, even a free burger was not incentive enough to make me bother to finish those.

Ok, so where are those brands failing miserably?

The process itself is outdated. If the activity is too laborious, doesn’t matter what “prize” you are offering. People tend to quit or, even worse, answer rubbish by mindlessly marking “x” on random fields just to be done with it, giving you worthless data.

Now you are probably asking yourself the million dollar question: is there a way to avoid wasting your resources while collecting useful data?

Make it fun

Surveys must be dynamic, well designed and lighthearted. No one can stand boring lists of questions and tiny “tick boxes” in this day and age. You can use a tool like Typeform, a Spanish startup that is mastering user experience for all kinds of forms, from a simple suggestion box to a more intricate survey. You can check an example at the end of this article. Their innovative service promises to keep “focused and engaged respondents” with a beautiful interface, responsible for a 59% completion rate on the platform. That’s a MASSIVE result.

Make it meaningful

Your customer has to understand the objective of giving you feedback and see that you are actually listening. You can start showing your appreciation by making him part of the creative development of new products, like McDonald’s did with the “Create Your Taste” campaign. There was no money involved, just a warm feeling of belonging and the thrill of signing your own McDonald’s sandwich. Crowdsourcing at its finest, bringing excellent results (and funny memes, because internet).

Here at Creative Agency Secrets, we made a testimonials campaign for ourselves by partnering with a charity called StarJam. Offering donations in exchange for a few words from our clients, we turned their feedback into social proof for our own brand on the internet. You can check more details reading our case study.

 

Customer feedback formpowered by Typeform

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  1. Facebook “interests” crib sheet

Marketing for a web design business

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I’d like to chat about marketing for my small web design business.  I’ve got to this point without needing to do much marketing, however, to grow, I need to be doing something!  What’s your advice?

Having looked at many, many web design agency websites, there is one clear point of difference which you creative-web-designshave that others do not have.  You BOTH do web design and you’re a Shopify expert.

But the website doesn’t separate the customer journey (pathway through the site) for these two groups.  It’s important to shortcut the number of clicks a visitor makes on their discovery through your site.

Recommend: Separate links to detail pages for these two services

I asked you about the split in clients between web and Shopify – and you told me it was about 50:50.  Then you told me some of your clients were first timers – getting a website or ecommerce store for the first time.  This group needs to be treated differently from clients who know how to buy web services.  This group can lose you money as they are inexperienced.

Recommend: Set up a page for FirstTimers to guide them through how to brief an agency.

You also told me that some of your work is advice, particularly for Shopify clients.  You charge an hourly rate for this work.  This is a good rate, but it’s non-repeating business.

Recommend: You offer two services for advice.  One is straight advice; the other is training.  Double your charges for training because you are teaching clients how to be self-sufficient and to run their own Shopify stores.

Symbol for creating new business opportunitiesSymbol for new business analysis[Click the icons to see other articles on these topics]

If this advice is useful for your business, consider hiring us to help tutor you through effective business marketing.  Can’t pay?  Join our newsletter and you’ll get a free 8 article series of practical business marketing tips to implement yourself.

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