Begin with the End

Some of the complaints we’ve heard over the years:

  1. I tried a Facebook campaign. It didn’t work.
  2. Our website doesn’t really generate any business for us, it is just a brochure.
  3. I don’t’ know whether our website brings any business or not.
  4. My clients don’t have time to read blogs so I’m not going to blog.

And every one of these complaints were voiced during a client interview (to see if we would work together).

The problem in each case is that these potential clients started with where they were at currently instead of where they wanted to be. So though you may think it goes without saying, it doesn’t.

You should start your internet marketing with the end in mind. In every case, yes every case, people want to grow their business. But what that means for marketing and how their website fits in to the bigger marketing campaign is never the same.

Think about how you get new customers. If you are a non-profit organization, how do you get more donors? More volunteers? If you a service based organization, how do you generate more leads? At what point in the sales process do you usually close the deal? If you are a product-based organization,  the question is easier – how do you sell more stuff? But it isn’t necessarily an easier answer. Instead of asking themselves “How can we sell more iPads and iPhones” Apple asked themselves, what else can we sell to people that are already buying our stuff? And they came up with the Apple Watch.  So you really need to ask yourself the hard questions – Are we selling everything to our customers that we can? Are there other needs that we can meet? Are there other markets that we can create? Many of us didn’t know until a month or so ago that we needed a fancy watch. Now we do.

Once you have the outcome determined, building a website that works is much easier. Suddenly your “just a brochure” site becomes a lead generating machine. Your “validation of who we are” site becomes a “scheduling follow up meetings” engine that keeps your sales schedule full. Your “we don’t know if our site generates business” site becomes a “we closed a record number of deals thanks to our site” tool that sets you above your competition. Your “unplanned social media campaign” suddenly begins to send people to your site to schedule meetings or buy stuff.

Did you end up with a website that doesn’t know where it is going? Contact us today!

Top Five Reports to View in Google Analytics

Actually just about all the reports are useful and can give you great insight into how visitors are interacting with your website. The list below is intended for beginners to help direct your attention and get into the basics.

  1. Audience Overview (default view)
    View the number of sessions and users over the last month. See pageviews, pages per session, average session duration, bounce rate and percent of sessions that are new (not repeat).  While all the info helps, the numbers of users and pageviews are great information for beginners to begin to digest how their site is being used and even more importantly, WHETHER it is being used.
  2. Audience -> Mobile -> Overview
    See the break down on how many are using desktop, how many using mobile and how many using tablet. Since Google began requiring sites to be Mobile Responsive and then to define what it means, it has become even more important to understand how folks view your site. You should definitely check your site to see how it looks on the different devices. And seeing how much actual traffic you get on each can help you determine how many resources you need to focus on each view.
  3. Audience -> Users Flow
    Shows what country visitors come from, what page they visit first and what page(s) they visit after the first page. This is critical to understanding if your visitors are making the decisions you want them to. If you have created a sales funnel and no one is getting through the funnel, monitoring the flow will help you understand where people are getting hung up and then you can begin to examine why they are getting stuck.
  4. Acquistion -> Overview
    Shows how visitors got to your site. Referral: Links from other web sites to yours. Direct: People who typed your url in the location field on the browser. Organic Search: people who searched for something related to you and came to your site. Social: people who clicked a link in social media to get to your site. There are ways to create campaigns to track even more but these four groups are a great way to get the big picture about how people are getting to your site.
  5. Acquisition -> Search Engine Optimization -> Queries
    This is where the really cool stuff is. Queries shows you what queries people made at Google, how many times your site actually showed up  (Impressions) on the page and how many times someone clicked on the Google results that showed your site. It also shows your average position for those key words and the Click Through Rate or CTR. The higher the CTR, the better you are doing.
  6. BONUS: Acquisition -> Search Engine Optimization -> Landing Pages
    This shows you what pages people see when they first get to your site. Search engines do NOT just link to your home page. This helps you understand what pages Google (and the folks who use Google) likes most about your site. For example, we do a lot of work with non-profit organizations. Over the last month, this page showed up 200 times in search results and got 5 clicks which means that we had a CTR of 2.50% which makes us pretty happy.


You can change the date range at any time but changing the information in the top right corner. You can also do comparisons of ranges, comparing one month to the previous month, for example. The default range when you login and bring up the reports is for the last month.

Bounce Rate refers to the percentage of visitors who enter your site but then leave without visiting more pages. Most folks view a high bounce rate as a bad thing but you have to make sure you are interpreting what is actually happening. For example, if your contact page has a high bounce rate, it is likely because I have visited the page and either called you or emailed you. So I don’t need to be on your site anymore. But it would be for a good reason.

SEO Landing Pages – requires Google Webmaster Tools be enabled. If you don’t have Webmaster tools setup, you ought to. It too is free and it only takes a few minutes to link them up. Then you have even more data at your disposal.

If you don’t have GA enabled or if you have it enabled but aren’t looking at it, why not? This is the kind of marketing data you should have at your disposal. Need help with it? Give us a call at 303 268-2245.

Becoming a Customer (Part 3)

There should always be a next step! And if that step is up to you, you had better carry through! A well-known Hollywood director said “Showing up is 80 percent of life.” Successful businesses often take that one step further – showing up is 90% of success. Our first two articles on Becoming a Customer examined how a well thought out call to action is important and how good design should focus attention on that call to action. In this article we’re going to look at the next step.

You should ALWAYS have a next step

You should ALWAYS have a next step

We all have heard or experienced the customer service story from hell – whether it be some kind of bait and switch story, a firm just completely dropping the ball, or endless promises of satisfaction that never materialize. But what about the delightful stories of promises not only kept but surpassed?

Probably the most important aspect of “becoming a customer” is to always, every time, without fail, provide a next step. That is the showing up part. And much of it can be automated or semi-automated. When a customer schedules an appointment online you can have an automated email thanking them and confirming the time. Or you can have a staff person actually confirm the scheduled appointment time works and then click to send the automated reply.

If you have people sign up for your newsletter. You kind of need to send out a newsletter. Otherwise you’ve just alienated folks. The idea situation is that, on confirmation of a subscription, the customer is sent the last newsletter automatically. But the other part of this is setting the proper expectation. How frequently will you be sending your newsletter? Adding that into the subscription process and sticking to it will make your subscribers happier.

We worked with a private school to build their website. After much discussion we set the call to action to be “Schedule a Tour” but we didn’t stop there. If you visit that school’s website and schedule a tour, you have just taken the first step in the enrollment process. And the follow up email lets you know that if you have already decided to enroll, you can click the link to continue the process. You always need to have a next step.

And if your site doesn’t have a next step, you should contact EduCyber today to remedy this situation! Call Brian at 303 268-2245 ext. 4.

Becoming a Customer (Part 2)

Can your web site design (not the content) help you get more customers?

In our first article on <becoming a customer>, we discussed the content aspect – having a clear call to action on your site. In this article, we are going to investigate whether the visual design elements of a site can help your visitors become customers.

Clear Call To Action

You should always have a clear call to action

I remember the very first user testing we did years ago. We identified a person who would be a great potential customer for our new client and had him go through their existing website, sharing his stream of consciousness as he navigated the site through the tasks we gave him. The web site’s “clear call to action” was a flashing red button in the right column. Our tester mentioned it only briefly – “I’m not looking at the ads in the right column”.


That customer learned a good lesson that day. People were ignoring their call to action. Think about how ads work today on many websites, especially news sites. They used to have banner ads and right column (and left column) ads. Now most of them use inline ads. You read a paragraph. You are interested. You want to read more. As you scroll down the page, you see the inline ad and then your content. You have just interacted with the ad – an ad you may have skipped had it not been right in line with the content.

This is actually one of the exciting parts of what we do in this business. Design matters! Sometimes (often times) it is a subtle change that makes all the difference. Change a button from blue to green and suddenly people start filling out your form. Move the secure transaction logo next to the complete transaction button and suddenly people start buying your products. Move your call to action from a side column to inline with your content and the phone starts ringing.

Suddenly becoming a customer is easier for people on your website. And if you’d like help making your design work FOR you, you should work with us.

Becoming a Customer (Part 1)

Have you ever thought about how you interact with web sites?

When we speak with potential clients, they rarely have stopped to think about how they want visitors to interact with their site. But what does it mean to become a customer? That, ultimately is what every business owner wants from their website.

Social media websites have it easy – some would say too easy. To become a customer all you have to do is create a free account and start sharing. A cousin of mine just joined Facebook last week. Within minutes of joining, he was able to be posting and sharing. Facebook had just acquired another customer that they can then sell ads to – and make money.


If you aren’t clear on your goals, neither is your customer

But what about a service company? How do you want visitors to interact with you? Too often I look at a web site and it has a pleasant enough look and it displays information. And when I talk to the business owner and ask “What is your goal for your web site?” the answer is “I want to educate (or inform) the visitor.”

But isn’t it really more than that? Very rarely, unless we’re talking to a school, is the goal to educate. Almost always, even for the schools, the goal of the site is to acquire more customers. For social media sites, that can be as simple as having a new person with an account. For ecommerce sites, the goal is pretty obvious, successfully complete the checkout process after putting “stuff” in your shopping cart.

But there are many other very good goals. If you have a long sales cycle, you might be getting a huge win every time someone signs up for your newsletter. If you are a consultant, your goal may be for someone to fill out a form before downloading a white paper or other document. If you are in the trades like a plumber or electrician, having someone schedule an appointment online could mean you just got another customer. For many businesses, simply getting the phone to ring is a win. If that’s the case, make sure you have a clear call to action focused on why calling you is a great idea.

EduCyber can help you get a clear call to action – why not work with us?

Privacy, Apps and You

What’s App?

That was a lame heading but this is not a lame topic.

Do you have a mobile phone? I think by now everyone (but the pastor at my church who still uses a flip phone) has a mobile phone with a data plan.

And you have apps on it.

Have you read the permissions you agree to when you install an app? It might actually be worth reviewing. Here are just a few that I have agreed to (without really paying attention):

Facebook can:

  • Read my calendar events plus confidential information (hmmm. Why does FB need access to confidential info about my events?)
  • Add or modify calendar events and send email to guests without owner’s knowledge (what?)
  • Modify my contacts
  • Read the contents of my usb storage

Why in the world does FB need to do any of these things? But if I say no, no Facebook.

privacyThat’s fine. FB is social. You might decide to do without. Not needed. But what about that map app you use? In getting great directions, what are you giving up?

Google Maps can:

  • Add or remove accounts on my device (why?)
  • Directly call phone numbers (without my knowledge?)
  • Modify or DELETE the contents of my USB storage (what happens if my pictures go missing?)
  • And then of course it always knows my precise location.

Pause and consider that for just a moment. I keep my phone in my breast pocket almost all the time. Google knows not only the address of where I work but the exact location of my desk in my building. That might not sound too bad. Are you one of those who tweets, facebooks and other mobile activities while in the bathroom? Google not only knows what you’re doing in the bathroom (if they know where my desk is, they know where your bathroom is), it also therefore knows how often you go there. It also knows how long you’re there. Creeped out yet?

These and other app makers are private companies and you have an agreement with them as to how they will handle your data.

But then there is our government demanding access to your data to these companies. And in some cases our government is actually demanding encryption that is below a level it should be so they can snoop. Which then makes our (your) data accessible not only to the company you agree to share it with, but probably with the government and even potentially with hackers that take advantage of this lower level of encryption.

Do I sound like a lunatic? Read the story about how our government insisted on a backdoor that caused problems last week for a lot of folks.

Normally I end these articles with a “Need help? Give us a call” plug but there really isn’t much that can be done unless you’re ready to unplug. If you do, let me know before you go – I’d like to learn if folks really are unplugging.

Responsive Design is Now a Requirement

The way we interact with web sites continues to change at a startling pace. And the way web sites interact with us does too.

One big change coming very rapidly is mobile friendliness. Until now it has been a nicety. Some folks have chosen to implement it and others have chosen not to – feeling their sites are best viewed on desktop computers.

Responsive design is the key term here. That means making your website look nice on a variety of devices. Notice how the look gets smaller and then on a phone instead of getting smaller, it actually changes.  That is what some organizations have said “Thanks, but no thanks” to.

Google is changing that. And they have even announced the day. Beginning April 21 of THIS YEAR they will begin to penalize sites that are not responsive or mobile-friendly. Yes, you read that right. If your site is not mobile-friendly, it will not rank as well as sites that are.

We have a new hosting client with over 6000 products shown on their web site. Google says none of the pages are mobile friendly. Now they will have to invest in a way to get all these products to be mobile friendly so they can continue to get the same great search results they have been getting.

If you have a site built partly or completely in Flash, forget about it. It is time to start work on your new site that will be search and mobile friendly.

If you are not sure if your site is mobile friendly or not, visit and enter a link to your site. Google will not only tell you if you pass or fail, but give you tips on how to fix or improve your site to make it more mobile friendly.

And then, if you need help, be sure to call EduCyber at 303 268-2245 ext 4!

Looking Back or Looking Forward

Imagine starting a marketing campaign with the thought of “We don’t intend to get any business out of this.” Ludicrous, right? Yet nearly every time I sit down with a potential client, especially if they offer services instead of products, I hear “Our web site is more about closing the deal instead of getting leads.”

Which makes sense.

If you’re just looking backward.

If you have a web site that was not built with the specific intent of generating leads for your business, it is no surprise at all that your web site is not generating leads for your business.  But why on earth would you want to continue like that?

Every single business with a web site should be able to generate new business leads via their website. Every single one. Without any “excepts” or “but you see”s. I used to let folks get away with this. Inevitably a couple of months after launching their new site they would call us up exclaiming “We got a new customer through our web site!” I would congratulate them and wait and sure enough the next question would be, “How can I get more leads through my web site?”

So now, every time, without fail, we ask the question that you should be answering as you prepare for a new web site. “How does your web site fit into your marketing plan AND how can we make it work better?”

Some simple things to ponder:

  • How does your business typically generate leads?
  • How does your web site fit into that process? (or “How should the web site fit into the process?”)
  • What are two or three actions that visitors could take that will help them move through the lead generation process?
  • What information / response do you want? Phone to ring? White paper downloaded? Contact Form filled out and emailed to you? Order form filled out? Newsletter subscribed to? Online chat request?

Whatever answers you arrive at, put behind you the thought process that says, “We have not received any leads from our website until now, therefore we will not in the future.” Instead, ask yourself how you can begin to generate leads.

What is Your Focus?

“Brian, I just learned that a competitor is getting 60% of their business through their website. How come my site isn’t?” This question and many with a very similar tack gets asked a lot in my business. That along with customers new or existing asking about all the spam emails promising great results in the search engines or a huge number of leads coming in.

How does a company get a website that generates qualified leads consistently?

The simple one-word answer is focus.

This site is a great example of a site without focus.

Unfocused Website
There are so many choices, so many things to look at, to click on, to decide on, that most people simply click the only button they know for sure will help them – the back button. This site is trying to sell you everything from the front page. Everything.

Now take a look at

Focused website designThey too have a lot of different products from shoes to clothing and within shoes a wide range from Men’s to Women’s and Children. And yet their site is focused on what they do best, what they sell most: shoes. If you’re looking for an athletic shoe, you can quickly figure out whether this site can help you or not. You see three very different styles beneath the picture.

Giving folks THREE choices is just right. More than that and they have to think too much. If they pause to think, they’ll likely remember that they were really interested in Nike shoes, not Converse. Or that Zappos has all kinds of shoes and all kinds of deals. But by showing three clear choices, Converse draws us deeper into the site. This pulls us deeper into the sales funnel and makes it more likely we’ll click the checkout button and pay.

One click further in you can give a few more choices if needed but the key still is focus. We recently started working with a new customer that handles residential and commercial flooring. The owner clearly recognizes that most of his web business will be residential. So there will be a small link on his home page to commercial flooring but the main choices will be residential choices. Notice, he is NOT saying “We don’t do commercial flooring” and he is not hiding it. But the FOCUS on the home page will be the residential choices because that is where the web leads will come from.

The biggest pushback we get from business owners is that by focusing on a niche, they exclude their broader market. I say that is nonsense.  In fact, the more focused you are on a niche, the better you present your company and the MORE folks outside of your target want to use your services.  Disagree? Let me know!


Artistic Design

Today I was asked to describe visually what I do. The other participants in this exercise came up with interesting depictions of what they do. The estate planner started with a tombstone, for example.

Me? I was terrified. We design such beautiful websites but since I am not the designer, I was at a loss on how to depict what we do. How can I show, with a color marker, how awesome our work is? And when I fall short, how bad will my company look (even though it was just a small group exercise with people I know and trust).

Then I paused to think about what we do. And it hit me.

My drawing, though crude, was about like this:


We take web sites that look like the one done in red and make them more like the one in green. Yes it is a gross oversimplification but it conveys the message.

We take web sites that have too much happening and work with the company or organization to clarify their goals. In many ways, having a good website is akin to having a good strategic plan. If your plan is to go where the wind blows today and then go in a different direction tomorrow because the wind has shifted, your business and your web site will likely be like the image on the left. Lots and lots of things are happening – many calls to action – but there are so many that it isn’t clear which one is for me.

When you have a clear goal (or two or three) instead of 9 or more, then your business can move forward better and your web site can be more effective. Think about it. If you have two or three things to do today, you can do them and you’ll know when they’re done. If you have nine or ten, you might get most of them done but will it be the important ones? Or will you do the easy ones and say to yourself “I got most of my list done!”? The same thing happens with your web site. You give lots of actions for people take and they may very well take some of them. But are they the ones that will help your business grow? Will they be the kind of lead that makes someone call you or click the buy button?

At first blush it may seem counter-intuitive but actually removing items from your web site, removing calls to action that aren’t central to its purpose, can help you get more customers. They have fewer choices so it is easier for them to take the right one.

Really it boils down to two related questions:

  1. What are your goals for your website?
  2. What do you want people to do on your website?

A good example of an answer is: I want 10 new customers a year through my website. On the site I want prospective customers to fill out an information form telling me what their pain is – what problem they are trying to solve – and submit it.

Oh, and just to be clear, there would be more on the redesigned page than one button. Although there needn’t be. Have you checked out Google’s landing page lately?