Designing with a Focus

Do you feel like you’re trying to do everything to keep all your customers happy?

I have definitely seen that before. In the early days of the Internet there was a web site called Yahoo. Its purpose was to help you find stuff. But it tried to do a little bit of everything in order to keep everybody happy and the web site became such a hodge podge of stuff you couldn’t focus on finding stuff, which what it was supposed to be.

Then along came a new site, Google. Have you gone to google.com lately? While their logo has changed and they often have some kind of Doodle instead of their logo, there is pretty much still just one thing to do at Google.com. Search for stuff. Plain and simple.

Yet which company is doing better? Which company has far more offerings and far deeper reach? The one that has a simple focus. Google is all about search. But in focusing just on search they’ve developed Google Analytics, Google AdWords and Google AdSense, all great products that have a positive impact on their bottom line, provide tons of data to better improve search and of course provide great value to their customers.  Which leaves them wanting more . . .

How can you turn this ability to focus on what you do best into something you can leverage in all your messaging and in all that you do on your site?

As far as EduCyber goes, we have distilled it down to “We create amazing websites for passionate people to get real results.” Amazing . . . passionate . . .. real.  We love building sites. Whether we’re designing something cool or developing software that helps run your business, we love digging into the details to get the right fit for you.

So if you or someone you know is in need of a website, let’s talk.

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Strategies for High Converting Websites

So what does it take to “take your site to the next level”? Whether you have a new web site or are looking to get a new site, there are several things you can do that high converting websites do. What are highly converting websites? Ones that get people to take action – fill the funnel like this:

Here are the strategies we recommend for highly converting websites:

  1. Make your unique value proposition clear.
    Your business is unique. Why do people choose to do business with you? Why do they choose you over other choices? What sets you apart in your industry? The clearer you are on why people choose you, the more the right kinds of people will respond via your website.
  2. Test Calls to Action and use just one
    Unclear or confusing calls to action on your website can kill your business. Determine what you want people to do and make is crystal clear on the site what that is.
    It sounds so simple. And yet I had one potential client tell me last week that his NEW website doesn’t have a call to action. Yep. That is the case. He paid someone to build a website for his business but there is no next step for users to take.
  3. Test your headlines
    The words that you use on your pages matter. If you are getting traffic to a page but no conversions, try changing the headline or headlines on a page. Sometimes changing one word on your website can make a big difference. Imagine a used car parts online store with the words “Satisfaction Guaranteed” displayed prominently on their site. Satisfaction is fuzzy. What does that mean? Not clear. Change Satisfaction to Money-Back though and now I, as a potential customer, have a very clear concept of what happens. I can buy this part and if it doesn’t work, I get my money back.
  4. Use short forms
    If you are trying to build your email newsletter subscribers, don’t ask for the mailing address. The only thing you really need is the email address. If you’re going to add fields so it can say, “John, check out this sale” then you might want to capture the first name or simply have a name field. Only ask for the information you need and you are much more likely to get conversions.
  5. Use trust symbols
    While they may be legally required to do so, it does give us comfort or increase our trust when we see or hear a bank commercial that includes something like “FDIC Insured”. This is a signal that this place is legit. You can do the same thing on your website, even if you aren’t a bank.
    You don’t operate in a vacuum. Demonstrate that to the world. What organizations do you belong to or what certifications have you attained that show visitors they can trust you? Consider industry specific groups or chambers or other business organizations if you are in the B2B realm. If you are B2C, consider things like the Better Business Bureau or a seal from your ssl issuing company if it is an ecommerce site. If any of these groups or places have logos that you can use, they provide great visual cues for the trust you deserve.

How many of these strategies are you already using? If you are using 4 or 5, congratulations! You probably already have a high converting website. If you are using 2 or 3, kudo’s to you. You are taking some good steps towards making your site help your business. But if you want more, contact us and we’ll help you explore what can be done. If you are using only 1 or perhaps none of these strategies, stop. Pick up the phone. Call 303-268-2245 ext 4 and tell us you want help getting your site to convert more.

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Page Speed: How Fast is Your Site?

Does your site load on people’s computers quickly? If it doesn’t, does it matter?

The answers to those two questions are “It better be fast” and “It absolutely matters”.   There are two main reasons:

  1. User Interface. If users are waiting and watching the spinning circle or other indicators that the page is loading but it hasn’t finished, they leave.
  2. Google rewards fast web sites with better, higher rankings. Not just Google of course but since Google accounts for 75% of searches, we’ll just say “Google”.

So what can you do to tell if your site is fast? We have two answers for that as well:

  1. Google actually tells you how fast your site is and gives tips on how to make it faster. Visit https://developers.google.com/speed/pagespeed/insights/ and enter your domain and see what Google says about your site.  It is a good idea to visit on a regular basis – monthly or quarterly to make sure that nothing has changed either on your site or how Google views your site.
  2. There is another great, free tool https://gtmetrix.com/ that lets you see the speed and uses several other tools to help you understand what is happening on your web page. One of the biggest issues we see with this tool is that images aren’t optimized well. The cool part of it is the tool provides you with the optimized version of the image in question. No more trying to guess what it means.

So take some time to check out your website today. Use both of the tools above to check not just the homepage but also other key pages on your site. Just because you get the home page to load quickly doesn’t automatically mean other pages will.

Just as I wrote this article I found that one of the plugins we were using had “gone rogue” and was lowering our score for page speed. That plugin is gone and we’re back to fast loading pages.

The tools will help you measure the speed and once the tools say your pages are loading fast, you can go back and work through your site from a customer perspective and verify that they are indeed going smoothly and quickly.

And of course, if you would like assistance in speeding up your page or pages, call us at 303-268-2245 ext 4 and we’ll get the ball rolling.

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Inbound Leads

Inbound Leads or Inbound Marketing.

Those two terms are buzz words. Everybody wants a good inbound lead – much better than an outbound lead.

But what is it? How does it work? Why do you need it?
In a nutshell, inbound marketing is attracting people to your organization rather than you going out to meet them.

How does it work?
The most well-known strategies are digital marketing campaigns like blogging, search engine optimization and pay per click. Over the last several years, social media marketing has also grown very prominent as a way of driving people to you or your website.

The concept of an inbound lead is very attractive. You don’t “do anything” and the lead comes to you. But the truth of the matter is that it takes a lot of work to generate an inbound lead. A LOT. First you have to have a web site that is tailored to handle inbound leads and that requires careful planning and thoughtful design.

Next you need to have a plan about how you are going to generate those leads. I STILL hear from organizations that say “We tried social media but it didn’t work.” When I ask what their plan was, I’m met with silence. If you don’t have a plan it isn’t going to go well.

Your plan for generating those leads will likely include two or more of the following:
Content Generation: You need to create ORIGINAL CONTENT. Copied from your industry email or a partner’s website isn’t going to help much. You need to have original content that is exclusive to your website / social media.

  • Search Engine Optimization: While content is king in SEO, there are other things you can do to both optimize your site for search and provide good reasons for other good sites to link to your content which helps with SEO.
  • Pay Per Click Search Campaign: The two main targets are Google and Bing but with the right strategy, you might be able to target a lesser search engine that your target market is known to use. A good PPC campaign, together with good SEO can place your site front and center for the right keywords, allowing you to dominate the landing page.
  • Social Media Campaign: You need a clear plan for who you are targeting and why. With this clarity you can determine which media to use. Facebook is the largest forum but might be the right forum, especially if you are in the B2B world where using LinkedIn might be better. But the list of social media sites you can use is large and ever changing: Facebook, LinkedIn, Twitter, Instagram, YouTube, Google+ and Snap Chat are some of the most well-known but the list is much longer.
  • Video Campaign: While technically video is content and belongs with content generation, it is unique enough we break it out. Video blogging can be very effective in the right context. Or as anyone who has every watched Super Bowl commercials can attest to, humorous or quirky videos can attract a lot of eyeballs which can translate to lots of visits and then to new clients.

If you or your organization are ready to build your inbound leads and aren’t sure how to proceed, give Brian a call at 303-268-2245 ext 4.

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Responsive Web Design: An Evolving Trend

Actually Responsive Web Design is not a trend of any kind – evolving or otherwise. It is a standard practice for web sites today.

The challenge the designers face is making their site look good on every device imaginable, from a 42 inch monitor to an iPad to a mobile phone like a Samsung 7 or the latest iPhone. That is a tall order.

There are several key things designers use, chief of which is the ViewPort meta tag to define what how the page should respond to different devices. But this article is not about the arcane things developers and designers do.

What do you – a business owner or manager need to know?

  • You shouldn’t have to ask for responsive design. It has been a few years since some of the basic rules were laid down. But still verify that a new or existing site is or will be responsive. And take Ronald Reagan’s advice – Trust but Verify. Use family and friend’s (or coworker’s) devices to view your site to make sure it looks right.
  • Responsive doesn’t just happen, it can be planned. For example, a restaurant web site may display its succulent fare on the front page and even have the menu right on the front page. But the mobile display should make location and phone number prominent. If you’re out and about and looking for a restaurant, you either want to know where it is or call to make reservations.
  • What happens to the menu? Believe it or not it is called a hamburger menu – it looks sort of like a bun on top of a burger on top of a bun. While it is fairly ubiquitous, tests show that instead of those three little lines, putting the word MENU in the same place in the same size gets far more clicks. I know what a navigation menu is. I might not know, or notice, those three little lines. Try it with your site and see what happens. The key is to be user-friendly.
  • Many sites (and business owners) are taking a mobile-first attitude. This turns on its head the idea of building a full desktop viewable site and then determining how it should look on mobile. First you design the site so it will rock the mobile look and then scale it up from there to determine how it will look on tablets and desktops.
  • A basic tenet of web design that has become even more important with the growth of responsive web design is to have a clean design that focuses the user on key actions. Remove all distractions from what the goal of your site is. If I have to stop to think about whether to click a link going to a vendor’s site or click the buy now button, you’ve probably lost a sale. So remove links or information that distract your visitors from moving deeper into the site or from doing business with you.

If you need assistance with your site – or know of someone who needs assistance – would you take the time to introduce us? We will make you look good by helping someone in need.

 

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A New Question for your Website

Free or low cost services to get you a web site abound. Why should you choose a firm like EduCyber and pay them a lot more instead of getting your free web site?

But there is a new question you should consider when it comes to your website:

What is the Total Cost of Ownership (TCO) of your website?

Let’s break this down into the two basic parts:

  1. What are the resources needed (your investment)?
  2. What is the return you expect or need from that investment?

The answer to the first question seems clear: For a Wix or SquareSpace or PageCloud site, your cash investment is very small. Or is it? The resources needed to navigate these DIY sites are both time and expertise. Do you have the time to devote? If so, do you have the technical expertise to understand design, layout, html, site flow, integration with 3rd party applications, and conversion optimization to name just a few of the areas you need to understand to create an effective web site? If so, then good for you but might I also suggest you start (or come to work for) a website design company?

If you don’t have this key resource – expertise – then you can of course hire an outside company to do your site for you on one of these platforms. But honestly, if you are going to hire someone anyway, why not hire a firm that can build you a web site that you own? Did you know that? You can of course build your site on one of these platforms but then when your time is tied up in your business and you want to move your site somewhere else, what happens? Oh, you are stuck with that platform and service. Or you get to start over again.

One of these platforms brags that you can “layer, resize, rotate, stretch and more” but what happens when you have no idea what layer means? Or if you don’t understand the importance of resizing your images? Another of these platforms has its own app market. Hmm. A free web site that has a market? Sounds like the ole’ bait and switch scheme to me. Sure it is free. Until it isn’t.

So yeah, for a low low price you get your own website. But then we need to answer the second question, what is the ROI?

At its base level, the question is “Would you prefer to pay $240 / year for a web site that brings in no new clients or would you prefer to pay $7500 for a web site that generates $75,000 / year in sales?” If you view your web site as an expense, then by all means, go with one of the free or low cost firms. Interestingly, I don’t see any information on any of the low cost sites on ROI. A firm like EduCyber on the other hand will walk you through, from the design process on, understanding what your expectations are (and helping you set them if you haven’t considered it) as far as how your site fits into your business model and how it can help you grow.

We have in depth conversations with each of our website design clients about how we can help them grow – attract and retain more customers – via their website. And we design them accordingly. Would you like a 300% return on your investment in one year? We have done that for a client. Would you like to increase your subscriber rate two-fold or five-fold? We help you determine what makes sense and then build your site to do that.

So what is the total cost of ownership for your site? How much time and how much expertise do you or your staff have? When you want to move your site somewhere else, what will it cost? How do you integrate your CRM into your website using your free platform? What will you do when your designated web person on staff leaves? How can your business grow via your website? What actions do you want people to take on your website?

Answering these questions are important in adding up the total cost of ownership and while the free or low-cost alternatives look attractive from the start, make sure you are prepared for the costs on the backend.

I am often asked how what we do compares to these services. My short answer is “it doesn’t”. If you get the value you want from one of these services, I actively encourage you to go for it. But if you want to be freed up to focus on your business and doing what you do best, I encourage you to consider EduCyber for your web site design.

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Free Web Site Design- Bargain or Big Mistake?

You get what you pay for. We’ve all heard that before. And somewhere deep inside, we know it is true. But all these ads promise a great web site design and the cost is . . . well there is no cost. Sounds like a great deal right? Why would anyone pay for a web site when you visit Wix and build a site for your business for free? What about Weebly? Same cost – and the hosting is such a bargain! Why not?

Or, if you’re really in tune, you might say “I hear great things about WordPress – I’ll build my own with a Divi them” because of course the cost is $0.

So why on earth would anyone consider paying a firm like EduCyber a not insubstantial amount of money to get a web site?

Let me count the ways:

  • Design

    Are you a designer? Having an experienced designer who understands layout,

    Do You Know to Build a Web Site?

    color, User Interface, and who stays atop of design trends and new technologies can get you a great design. If you’re missing any part of that, perhaps you should consider having a professional design team.

  • Technology

    Do you know what is just around the corner when it comes to web sites? Do you spend time researching what emerging technologies are doing to shape the way we interact with the Internet in general and web sites specifically? If you’re busy running your business to pay attention to what is happening in the web industry, perhaps you should consider working with a professional team.

  • Coding

    Are you a web programmer? Do you know how to build functionality that lets you connect your projects to categories to larger categories to the main choices on your home page? Do you know how to integrate various plugins into your site so that they work without causing errors? Can you create a process whereby your customers can login, get the information they need, pay you for your services and log out? Can you do all of this and customize it to meet your specific needs? In not, perhaps you should consider hiring a professional team.

  • Marketing

    Do you have a clear understanding of how your website fits into your overall marketing goals? Is your site “Conversion Optimized” so that users can easily take the next step? Are you sure you are collecting enough information from your visitors so you can respond to their needs? Are you sure you aren’t trying to collect so much information from your visitors that they’ll never come back? Do you have a clear understanding of what you are measuring on your site and why?

    We helped a for-profit customer get a 50% increase in online sales by rebuilding their site for them. We helped a non-profit customer get a nearly 400% return on their investment with us in the FIRST year of the app we developed for them. If you aren’t clear on your marketing goals or you are getting these kinds of results, perhaps you should consider hiring a professional team.

  • Analytics

    Once your site is up and running, do you know where to look to make sure your site is working well for you? What report or reports are most beneficial for you to examine? Should your metrics be based on number of visitors, number of calls, or number of people who fill out a form? How do you know if anyone is coming to your site at all? If you don’t, you probably ought to consider hiring a professional team to help you understand.

If you are looking for a professional team for web site design, we invite you to call us – 303-268-2245 to set a time to talk through your site.

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Stuck in a Rut?

Stuck in a rut? Seem like 2016 just started but you can’t get moving? Make 2016 the year your website starts working for you. It should be an investment, not an expense. If your website isn’t driving sales or generating leads or sealing the deal, what is it doing? Do you even know?

Here are three steps you can take to get your site moving for you:

  • Evaluate – first take the time to understand what your site is doing for you currently. How many visitors are you getting? How many of those visitors are turning into contacts or leads or sales? What pages are getting visited? Are most of your visitors starting on the home page or is Google or some other site directing them to a page deeper within you site?
    Answering these questions will both help you understand what is happening on your site and get the juices flowing for you to begin considering what you want to have happening.
  • Plan – We ask every new client what their goals are for their website. A goal is something clear and measureable. “Be more informative” is not a goal. Neither is “Be more visual”. Both of these can be incorporated into a new site but a goal is something like “generate two solid leads a week” or “get two prospects per quarter to fill out our online intake”. Notice the time frame is clearly noted and the actions are detailed enough that they can be measured.
  • Change – Whether you are doing a complete site redesign or just making incremental changes, make the changes! You have heard that nature abhors a vacuum. The Internet abhors staleness. A fresh look or fresh content or both tells the world you are paying attention. That you know your site is your 24/7 portal to the world. Don’t let it go!

Evaluate – Plan – Change! It really is that simple.

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Google is Still Following Our Lead

EduCyber incorporated in the summer of 1998 and Google in the fall of the same year. They’ve been following us ever since . . . ok well that may be somewhat of an over statement but when they changed their logo last year, they simply followed what we have known and been telling our customers for years. Sans serif fonts are much easier to read on the web so avoid serif fonts where possible. Their logo changes from a font with serifs to a sans serif font. Two things that happened when they did that change: 1) the image size was decreased – making it load faster and 2) it is easier to read on mobile devices.

The moral of the story remains the same thing we’ve been saying all along: use sans serif fonts on your site. Even if your logo is a serif font, you should do the soul searching that Google went through to see if you need to make the change.

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Hamburger on the Internet

For years folks have heard of cookies on the world wide web and wondered why they needed to get rid of them sometimes because, well who doesn’t like a tasty cookie?

Now there is a new food that is all in vogue. It is hamburger. You’ve probably seen the hamburger icon, especially when you surf on your tablet or phone. What is the hamburger? It’s the little icon for the menus:

You can see the bun on the top and bottom and the hamburger in the middle. And it just means that there is a menu waiting for you to see when you touch or click on the hamburger.

It is a convenient way to take a long horizontal menu and compress it for easier navigation on the mobile web.

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