Don't Wait For The Translation... Answer Me Now!

"Don't wait for the translation, answer me now!" is a favorite quote from Star Trek 6 in our house.  It's funny because it's a crazy expectation but you'd be surprised how often we expect viewers to do this on websites around the world.  We want them to understand vocabulary that is specific to our trade or think like they are professionals in our field instead of stating things simply and uniformly for easy comprehension. 

One way you can help clear up anything that's lost in translation is by using clear and meaningful headings.  Here's a few tips on how...

Remove Repeating Words. 
Here are two examples of something you might see on a travel site.  Which one is more easily understood at a glance?

First:
How to Handle Lost Luggage
How to Change Your Seating Preference
How to Edit Number of Passengers
Second:
Lost Luggage
Seating Preference
Number of Passengers
It has been my experience that the second gets us to the answers we need faster.

Answer the QuestionsSpeaking of answers.  Try to think of your headings as answers to questions.  People that visit your site should be asking themselves a question.  How much is a product?  What products to they have?  Where is their store located?  How do I contact someone who can help me?  Are their any job openings? And so on... When organizing the important elements of your site keep these questions in mind.  Some people may be happy to learn that you've sponsored a little league baseball team but it's not the answer they initially came in search of.  Move that one a little lower on the list, ok?

Use Common Vocabulary
This is NOT dumming anything down.  Be honest with yourself about your target audience.  If you are an editor of the West Veranda College of Neurosurgeons quarterly publication and you are setting up a site to archive articles then fine... Neuroscience it up.  The people using your site will love it.  BUT if you are the editor of this same publication and you want to invite high school kids to apply for an internship with you than speak plainly.  Instead of a heading that reads: "Neurosurgeon Internship Applicants" try "Jobs" or "Internships."  The links will be easier to find after some 17 year-old reads the postcard stuck to the bulletin board of the local AP science teacher. 
It's easy to become overwhelmed with tips and tricks to make your website better and it's easy to give up and revert to what it is you know best (your business).  But with a little guidance, editing, and a lot of common sense small changes such as these can dramatically increase the usability of your site.  Go and connect with those around you!

So I Have a Logo, Now What?

Okay, I asked and you voted!  Here's a crash philosophy in Branding, why it's more than a logo, and what you can do to start re-thinking your marketing strategy. 

So what is a brand anyway?  In short, it's your business.  It's your best product and your worst, your best employee and your worst, it's the promises you make and the promises you break.  Before I go any further let me say this:  You can't escape your brand... either you make it or someone else makes it for you.  So where do you start?

I've done a little research and I've come up with a pretty confident square one.  What is your promise to your customers?  What  makes you stand out from your competition?  Whatever that is... that's your brand.  Now the trick is to represent that promise in everything you do.  Your employees need to buzz about it.  Your consumers need to buzz about it.  And everything you send out into the crowded world of marketing needs to reflect it. 

Branding is more than a logo but let's start there anyway.  Take Meijer for example.  "Higher Standards, Lower Prices" How does their logo reflect their promise?  Pretty well, I think.  "Higher Standards" is well... high.  And you guessed it.  "Lower Prices" is well... low.  But how else do they use this imagery?  If you have been inside a Meijer you'd see that the blue dots of the "i" and "j" are used to indicate a sale or "lower" price in the aisle.  What about something as basic as a color scheme?  What color shirts do their employees wear?  Yup, red.  Any idea what sort of font their using?  I'm not really sure but I'd wager a guess on Tahoma.  Let's see.. meijer.  Looks pretty close to me.  Visit their website:  http://www.meijer.com/.  You'll notice that it uses the same color red and blue throughout, the little blue dot makes his appearance, and whatever font their using is consistent. 

Now, I know what your thinking:

• Crap, I need to go back and read that whole paragraph again to remember what she said.  (I'll outline it again for you in a second)
• How does a color make any difference in what I promise my customer?  (Keep reading)

The truth is that a color, shape, slogan, logo, or font can reflect a lot about your promise.  Depending on your business - colors can give an impression.  Browns and burgundy are great for restaurants... they make you hungry and think of rich foods.  Blue is a terrific cooperate color for a group of office professionals.  Should your fonts or imagery be modern or retro, clean or grungy?  All of these say something about the way you do business and what you're going to offer the next person to walk in your door.  For instance, I chose blue and orange (not traditionally a great color combination so this may evolve over time) because I wanted a bled of the professional and the fun.  I also chose to put my own mug on the front because Simons Web Design is a one person show (for now).

When you decide to take control over your brand the easy start is what you show the world:

1. Logo
2. Slogan
3. Colors
4. Font

The hard part is starting the buzz.  Here are some suggestions:

1. If possible, contact a graphic designer or consult a communications professional.  They are here to help and they make this business their business.   
2. Get organized.  About.com can help you take that first step.  Follow this link to a free 6 week (at your own pace) online course on branding.  About.com What is Branding, Branding 6 Week Course

You haven't done anything that can't be undone with time, commitment, and a strategy.  Get started and feel free to use the comments section on this blog as place for discussion!

The Personal Website

So what good is a personal website anyway?  We all know how a business or organization would benefit but isn't a personal website just a bunch of pictures and a big waist of time?  Not always.

Naturally, there can be as many websites as there are individuals that author them. But what makes a personal website stand out as more than just posting private information online?  It's is about making information and opinions accessible that others find interesting.  And in the process, you indirectly document your interests, opinions, skills, and personality.

So why should you have one?  In a time where many of us are switching careers or working multiple jobs a resume sometimes isn't enough.  Instead of trying to show your work history in "the best light" on a single sheet of paper use a personal website to showcase your skills, write about your interests, and establish yourself as a consistent, organized, knowledgeable individual.  As the author of your own website, you can display these qualities over time... something your resume doesn't do and something an employer really appreciates. 

A focused topic, action plan, and your own personal style is all you need to be on your way to establishing a personal website and renders YOU in "the best light." Stop limiting yourself to a sheet of paper and start using space and time to your advantage!

We Are The Community

Happy Memorial Day! If you're like most of us in Michigan, you've tossed the laptop into the car along with the kids, dogs, and fishing polls and have made your way up north to spend some quality time with your friends and family.  But what started out as a way to slow down and remember our veterans has become a time to honor all of those who serve in our community.  How is this related to web design? Easy...

We are the community.  We serve the community.

Today, our communities are leaning on us, the small business, non-profit, and individual to be creative, to be positive, to be profitable, and to continue to give the causes we champion a voice. Even in "this economy" we sponsor and organize local events, keep streets and parks clean, and have taken on more responsibility for less credit. Do more than just pat yourself on the back... get some of that credit back!

Use your website's "About Us" page, blog, or newsletter to let people know all the good things you do for the community.  Do you sponsor a little league team, volunteer your time or employees to staff local events, mentor at your schools?  Anything you do that improves the quality of life of those around you deserves to be noticed!  For example, myself along with other members of the Saginaw Jaycees volunteered at the World Expo of Beer last weekend, and many of the local businesses owners in Old Town Saginaw have joined forces with the Bay Valley Corvette Club to put on a Classic Car Show... check it out at http://www.oldtownmotorfest.com/.

Long Live the Business Card: A break from the high-tech

I admit (given that the subject of my last few blogs has been a social-media frenzy) that I can contribute to the horrible overwhelming feeling that high-tech marketing is a race we'll never win.  I would encourage you, however, to take a deep breath and resolve yourself to the idea that it's not about winning but rather playing the game.  With that in mind, how about a break from the high-tech?

My goal for clients is to help them build a web presence - not simply a website.  You are no doubt aware of all the e-marketing that can be done to boost hits and customer conversion rates but sometimes we long for a more personal connection.  And here it is.  Don't forget your business cards.

Here are some very simple facts and ideas to get you excited about going back to basics:

The Facts:

• Business Cards are Universal.  You don't need an iPhone, Twitter, Facebook, LinkedIn, or any other account/computer program to get the information.  You can fit all the contact information necessary in a convenient 3.5 x 2" package and anyone you had them to will be able to receive it.  
• Business Cards aid Branding.  Want to be recognized?  Business cards don't just relay written information.  They carry with them your company colors, logos, and personality.  People will feel special when they have a little piece of your billboard or website in their pocket after they leave the conference or coffee shop.  
• Business Cards are Face-to-Face.  E-Marketing will reach the masses but the most memorable sort of communication is still face-to-face.  When we offer someone a business card we also get to shake their hand, look them in the eye, and access their needs in a very personal way.  Our contact follow through will be much higher when we know there is a real person behind the branding.  

The Ideas:

• Put a crease in it.  Conferences, Chamber meetings, and other networking opportunities are a huge arena for handing out business cards.  When you meet someone you really want to follow up with, fold or dog-ear their card before you slip it in your pocket.  That way, when you get home, you can remember the important contacts and give them a call or email right away.  
• Customize your Business Card.  You don't need to hand out a generic business card everywhere you go.  If you know you will be attending or promoting a specific event than customize your card!  Consider putting a special coupon on the back or expressing your shared interest in the event to build the relationship.  Business cards can promote more than jut you!

Have more ideas?  Post a comment and share them here!

Like Facebook, Love our Fans

If you use Facebook at all you've no doubt been involved in the recent switch in vocabulary.  We have been able to "like" a status update and "like" a photo for a long time.  But now, instead of becoming a Fan we also "like" an organization. So where did all the Fans go? Good News.  They 'er still here!

When we decide to "like" a page it is different than simply liking a photo. Communication about liking a page is a two way street.    Facebook pages still collect stats on their Fans.  And Facebook Fans still show images, events, and more on the profiles.    I like to think of it this way: Clicking that I "Like" an organization is the process to becoming a "Fan."

How can you help smooth the transition?  Think about it from their perspective.  Like Facebook and love your Fans.   

1. Be sure you have a direct link to your Facebook Page from your website. 
2. Be dedicated to communicating through your Facebook Page so Fans know it's still relevant
3. Use Facebook Ads to help direct traffic to your page and increase conversions from visitors to Fans. 
   

The Social Media Popularity Contest

Most of us have received emails, tweets, and facebook notices asking us to "Vote for Me!"   We vote for cute puppies, cute babies, and more just so the recipient can win their photo on a box of dippers. But is there more to it than that?

Yes.

In a recent article by Pam Fessler, she describes just how much more some nonprofit's can stand to gain by participating in legitimate online fundraising campaigns.  The totals can be substantial.  For instance, Pepsi's Refresh Everything awards cash prizes from 5,000 to 250,000 dollars simply because your cause received enough votes.
What does this mean?  Several things:

1. Yes, there are some tools out there to raise funds.
2. A worthy cause is simply not enough - you've got to bring the masses to their feet (or desks).
3. These events can be a useful way to generate energy and produce audience participation via your social media sources.
4. It's a long shot.

Fessler elaborates on additional pros and cons while telling the story of one nonprofit in Virginia that chose to participate in such a campaign.  For those of you considering your own participation or find real-life examples a more useful learning tool than a how-to-punch-list it is worth the read.  Please see the article link below. 
Nonprofit's Find Social Media Present New Challenges
by Pam Fessler - April 15, 2010

Put More Tickets in the Raffle Bucket...

"I need a website." 

This is a statement I hear a lot.  Being the web designer that I am, in most cases, I would completely agree.  Let's face it... we all have something we'd like to promote and commonly, the first thing we think of to do so is a website. 

A website can be the flagship of our external communications.  It's available 24 hours a day and seven days a week to answer questions and provoke interest.  Does anyone have a more dedicated advocate than that!?  But the truth is that a website alone is often not enough.  What many of us need is a Web Presence. 

Put more tickets in the raffle bucket...
We all want to be the top choice in search engine results, right? Right. When you submit your website you've taken the first step and ideally, all of your careful attention to meta tags, site maps, and more will launch you to the top!  But what else?  What if you had a blog?  Now you have two chances to come up in a search result.  What if you were also on Facebook or Twitter?  Three... four chances. 

Is everyone going to sit at a computer and search for you?  What if their friend passed along a coupon from your email campaign?   Maybe someone shared a tip or statistic from your Facebook page?  A picture is worth a thousand words so how much does a video say? 

The bottom line:  Our business (no matter what you are promoting) is communication.   To be an effective communicator you can't just think about what your audience wants to know but how they are going to find out.  How will you take your communication from a website to a web presence? 

Email Marketing - Tips for Your Address Book

Priority number one in email marketing is your contacts. Here are some tips for developing a list that will certainly reap the reward of quality feedback and long lasting client relationships.

Collect people, not email addresses. By collecting names, mailing addresses, and other information in addition to email addresses, you can begin to promote the needs and interests of your customer in a way that is both personal and meaningful. “Dear Amy” is much more effective than “Dear Customer”

Avoid mistyped email addresses.  If you are allowing customers to subscribe to your email address online ask them to re-type their address to avoid submission errors such as @gmail.cmo or @htmail.com

Don’t fix mistyped email addresses.  Let’s face it. Email is personal and many of us think twice before giving out our information. If you receive an obviously mistyped submission resist the temptation to fix it. When the email bounces simply remove it from the list.

Make it easy for subscribers to change their email address or update their profile.  You’ve worked hard to build a lasting and meaningful relationship with your customer base. Giving them the ability to update their information means you stay in contact and have reliable information to work with.

Make unsubscriptions effective immediately.  If someone decides that your information is no longer in their best interest respect their decision.

Motivate customers to sign up for your emails by offering them a special deal.  They’ve just given you a valuable piece of information and permission to use it! Shouldn’t they get something, too?

Don’t hijack email addresses.  It takes time but build your contact list in a way that establishes trust and never add contacts that haven’t requested to participate.

Why Email Marketing Works

It seems to me that there are a lot of people out there that have never considered an email marketing campaign before. Or those of you who have but harbor serious questions like: Wouldn't I just be producing spam? And even if I'm not spamming, what about blogs, Twitter and all the other clever ways we can communicate online? It's true, there are a lot of different electronic communications out there to choose from so why engage in email marketing? Because it works... and here's how:

It saves you money. An average cost of an email marketing service is about $15.00 a month for 500 recipients. So let's do the math... $0.42 x 500 = $210.00. If you sent just one first class mailing a month to your customer base then an email service already saved you $195.00. Now, think about what you've saved if you sent one mailing a week? It adds up fast.

It allows you to talk directly to your target audience. This is not the shotgun technique. The people involved in your email marketing campaign should have requested it either by signing up on your website, responding to a feedback card, or by your own solicitation. The point is that they want to hear what you have to say. You are talking directly to the people that are already interested in your services. It's a very streamline approach that can lead to direct sales.

It offers meaningful feedback. Many email marketing services will also manage a database of your contacts and the links you've included in your emails. This means you can easily see how many people have viewed your email and what they were most interested in while they were reading it. Knowing the specifics about how people use your email means you can adapt over time and make each mailing more effective than the one before. No guessing! Don't you love a sure thing?

It maintains your branding and helps your technology work together. Your emails should be an extension of your website. Colors, logos and buttons, should all be the same. Showing your customers that you have a clear identity builds recognition and trust. Remember, these are professional solicitations and shouldn't look like the casual messages that we get from our friends. And of course, you've spent a lot of time and money making sure your website looks great. Isn't it nice to have all this marketing work together?

Need more convincing? According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2009. Go ahead and check it out. (Direct Marketing Association Article)

Search Engine Friendly Design

One inevitable outcome of having a website is becoming obsessed with showing it off. We want to tell everyone that WE have something that will knock their socks off and we want to tell them now! One advantage to using the right custom web designer is that they will be able to build your site so that there is no wasted effort when a search engine collects your information. Here’s how search engine friendly web design works…

A search engine does what is called crawling. It uses the links on your web page to find other pages on your site and on the internet. This means that your information needs to be in a format the search engine can read. What can a searching engine read? Text. Text, text, text, and text. This means issues such as javascript (or Flash), fancy links, images, frames, and “splash pages” all need to be addressed.

Javascript and Flash
Javascript and Flash are great tools to grab your viewer’s attention. These are the codes that will animate your site. They make your buttons shine, your pictures move, and your music play! They are also almost completely ignored by search engines. What does this mean? If you have something important to say make sure the information is also said somewhere in addition to your site animations or search engines will not log the information for users to find.

Links
So going back to our first point, search engines do not read javascript, you have to make sure that any fancy menus used can be read by the search engine or provide regular links to those pages for the search engine to find. A site map is a great way to counter act the debilitating consequences of a super shiny and animated menu. As an added bonus a site map will not only help users land on your website but it will help them find their way if they get lost. For example, you can view a fancy roll out menu and site map at St. John’s Episcopal Church.

Images
Like Javascript and Flash, images are also unreadable. It is a good practice to use an “alt” tag for all images. An “alt” tag is simple a line of code that no one can see but the search engine. It will help important images like buttons be seen as well as help all other images be defined and described for people using web readers for the visually impaired.

Frames
Frames act like windows that let someone look through one page and into another. What’s all the trouble about? A search engine cannot read anything through the window. So, the information you really want them to see is exactly what’s missing!

Splash Pages
Splash pages are used as an introduction to a site. They will often display a grand flash animation, motto, or welcome message with a link that lets you “enter” the site. Try to remember that you want a search engine to read the most important information first and burying your data in an inner layer will only make it more difficult to get your message heard. If you must use a splash page be sure it includes a link to your site map.

Website Planning Basics

Websites are fun. Really fun. So much fun, in fact, that you'll start to think of all the great things to put on it faster than you can finish your breakfast cereal. However, you can save yourself a lot of time and money if you ask some simple questions before you start. They are as follows:

1. What is the goal of my website?
2. Who is this website for?
3. What sort of technology will I use?
4. What is my budget to develop this project?
5. What is my budget for ongoing maintenance on this project?

A good web developer will have her own way of guiding you through these questions but it pays to think it over ahead of time. Let's go back and be more specific, shall we?

What is the goal of my website? You're website is authored in much the same way as you would a letter to a friend. For instance, "Dear Ben, I had a great time in Chicago. We went to Shed Aquarium to see the dolphin show. I also had the best meal of my life at Joe's Stone Crab. Check out the link to my pictures..." Here, we told Ben about our trip to Chicago. We didn't talk about our family, or the tooth ache we suffered from two months ago. Although Ben may love to know about these things they were beyond the scope of this letter. Define the scope or goals of your website. If you are trying to sell a product then make sure that each statement, category, and photo has something to do with meeting that goal. Yes, your viewers may want to know a company history or staff biography in order to feel comfortable enough to buy your product but they don't need to see photos of the company Christmas party. It's beyond the scope.

Who is this website for? Next to your goals, your target audience is the most important concept to pin down. Ask yourself "Who will be looking at my website?" Now ask: What questions will they want answered? Are they familiar with the terms that I use or do they need me to be general? Do they use the web all the time or are they new? Will they have the latest browser software or will it be older? Will they want to come back all the time or just now and then? Do they need to use my site in ways other than simply viewing information? Thinking of the type of people who will actually be using your site will be very helpful in determining the style and features you will have.

What sort of technology will I use? This question sounds worse than it is... just think of the way you do or want to do business and use your own words. Your developer will help with the rest. Do you want a shopping cart on your website? How do you want customers to pay? Check? Credit card? Do you want viewers to be able to post comments? How many staff email addresses will you need? Do you want to keep an email database for your clients? All of these take a little extra time to plan for your developer so you want to be upfront with your needs.

What is my budget for developing this project? There are different ways to come up with the number. I suggest to start by asking your colleagues how they handled their website and for ball parked number of what they spend annually for the upkeep. And also request an estimate from any possible developers you are investigating. Both should be happy to offer a "square one" quote for you. At the very least, as you think of the features you want/need for your website keep them in a prioritized list. That way, when you discuss them with your developer she can help you decide what is practical for your budget while leaving room for future growth.

What is my budget for ongoing maintenance on this project? Websites are living creatures. They grow as your needs grow and they grow as the technology grows around them. They are part of an electronic ecosystem that connects information and marketing to people with gadgets. Even if you don't plan on updating the information on your website with any regularity it's a good idea to maintain a relationship with your developer. It can be as simple as making sure your site is search engine friendly and being informed of any new options you may have for greater usability.

Websites are fun. Really fun. Once you start thinking of all the ways you can use them to communicate you'll never want to stop. However, when you get that next great idea stop and ask these questions. If your idea fits with your goals, audience, and budget then GO FOR IT!