Supporting Small & Medium Businesses

with websites and marketing since 2001

website + Marketing = Success

Have you ever wondered why one website is more effective than another?

A website needs to focus on achieving specific objectives. Unless you are clear about where you want to go, the destination will always be out of reach.

Your customers are online and use the Internet to make shopping decisions and find out more about a business. You have to be where your customers are. If your competition has a modern, professional site while yours is hard to use and clearly hasn't been touched in years, who are they more likely to deal with?

"A website is like a sales rep who's out there 365 days a year. And a good site can make a small company look like a major player," (Reference BDC)

Let's team up and I'll introduce you to possibilities you may not have considered before.

Determine your objectives

  • GROWTH: The primary goal of a website is getting in front of a target audience to increase sales.
    • Explain your product or service well so visitors will understand the value of what they may be purchasing.
    • Tie your marketing into on- and offline resources popular with people you want as clients.
  • Increase profit margins: The primary goal of a website is to attract higher-end clients who are willing to pay a premium.
    • Establish credibility to make visitors realize the value of paying more for your products/services.
    • Explain and demonstrate why you are worth more.
  • Support: The primary goal of a website is to act as a resource where people can find information without having to contact you.
    • Create an intuitive navigation so visitors can easily find what they seek.
    • Organize the information in a logical, easy to follow format.
    • Be concise to avoid follow-up questions.
  • Combination: Even though all of the above are important, the stage in a businesses' life-cycle usually determines which objective should be the main focus. Help me get to know your business so we can find the most suitable combination.
Take aim at your objectives.

INFORM & EDUCATE

What do you want people to know about your business or industry?

  • What information are people most interested in regarding your product or service?
  • How can you solve their problem?
  • How can you help them understand your business or industry better so they can make a well-informed decision?

Make a great impression

Online, perception is reality. A website needs to reflect well on the business.

  • In 2019, 67% of Canadians said they more likely to do business with a company that has a website. If your site compares unfavourably to the competition visitors may look for a website they like better, resulting in the loss of a potential client.

EASE OF USE

Online, attention span is extremely limited so website content needs to be presented well and be easily accessible.

  • Organize content logically to make it easier to understand.
  • Be concise and avoid overloading visitors with unnecessary information.
  • Creative intuitive navigation. Unless visitors can easily find what they seek they will be moving on, likely to your competition.

OFFER PROOF

Find a way to demonstrate to visitor the claims you make about your product or service are true. If your work cannot be captured visually, use client testimonials.

  • External testimonials (Google, Houzz & Facebook) are more credible since they cannot be manipulated.
  • Use photo galleries if feasible and ensure they are being updated.

Google Profile

Every business should have a Google Business Profile to improve credibility of your business.

  • Free to set up.
  • Displays when someone searches for your business name.
  • Lists all relevant information like hours and contact information, including directions if you have a physical location.

Increase Exposure

A website is more effective when used in conjunction with other on- and offline tools.

  • Add it to your business cards, signs, vehicles, voicemail and email signature.
  • Create links to your website on all Social Media platforms.
  • Reference your website on all marketing and promotions.

Maintain CONSISTENCY

Consistency builds credibility and trust. Whether someone visits your website before talking to you or vice versa, the impression created should be the same or very similar.

  • All marketing efforts should look and feel similar. Whether website, business cards, signage or ads, everything needs to appear to belong to the same business.

Integrate

Getting traction online involves actively promoting your website everywhere, on- and offline.

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