The hardest part about owning a web site is maintaining a sense of objectivity about it. We get caught up in the mechanics or, perhaps, the aesthetics – the ‘way cool’ flash intro, the funky font, our name in ‘lights’ – and lose site of the overall purpose of the site. Heck, we may not even have an overall objective other than to ‘have a website’.

Here’s a list of 10 questions that might help you to focus more clearly on delivering a web site that affirmatively answers the question every website visitor asks, “WIIFM?” Don’t know what that means? Well, it’s the central question that every browser asks when determining whether to invest his or her time and treasure in your site, namely, “What’s In It For Me?”

1. Would I buy from my site? Whether it’s service, products or simply reputation, you’re selling something on your site. So ask yourself this, “If you were looking for what you are selling, would you buy it from your website?”If you can’t answer with a resounding yes then your action plan is to list all the reasons why not, and fix them.
2. Again, same criteria as question 1, if this wasn’t YOUR site ask yourself…Would I recommend my site to friends, family or colleagues?Don’t be embarrassed, most people don’t recommend the sites they visit to their friends and colleagues. A site has to be pretty extraordinary to motivate you to ‘impose’ on your personal network in that manner. Right?If you can’t answer, “you bet!” then your action plan is to define what your site needs to offer that would make it a sure recommendation.
3. Would I sign up for my email newsletter or ezine or subscribe to my blog?Now we’re moving from casual dating to a committed relationship. We aren’t going to your place; you’re coming to mine. So what’s going to motivate you to give the keys to your inbox to a relative stranger?No! You’re kidding, you wouldn’t sign up for your own ezine; subscribe to your blog? Answering the question, “Why?” is your next action step.
4. Would I bookmark or subscribe to my site and/or blog and return on a regular basis?Have you ever looked at your website statistics to see how many visitors return on a regular basis, your loyalty metric? Or how many new versus returning vistors you have? Or reviewed your bounce rate (defined by one Google Analytics wag as, “I came, I puked, I left!”) – a website’s bounce rate is key as it shows how many visitors came to your site and, without so much as a thank-you click, turned around and left. A high bounce rate means that either your attracting the wrong traffic or your site isn’t appealing enough to convince the right traffic to stay. Or maybe it’s that built and abandoned in 1999 vibe that it’s giving off…Your action plan is to create a list of steps you can take to make your site more appealing and ‘sticky’. If you can’t answer the above questions then you either haven’t installed Google Analytics (http://www.google.com/analytics) or you aren’t reviewing your site metrics on a regular basis so either set up an account or get familiar with your existing statistics. Google Analytics are easy to implement, provide powerful insight into your site and they’re free. If you aren’t blogging, consider starting. Add an industry news feed to your home page or a sidebar on your interior pages. Create an upcoming events or recent company happenings section to spotlight announcements pertaining to your company, industry or customers.Keep this is mind; when you’re site’s been bookmarked or subscribed to it’s been selected to be part of someone’s Internet reference library; a site of singular value. Is your site in your own library?
5. Would I choose my site as a model if I was building a new site or redeveloping an existing one?I mean, isn’t this what we do when developing our site? We tell our developers we want a site just like ABCCo. Why? Because it delivers the kind of value that you want yours to deliver. So, next time you’re contemplating a major overhaul or addition to your site will you say, “I want a site just like mine … just more of it?”Your action step is to look at the site’s of 10 of your competitors and ask yourself, “how do I compare.” If the answer is, “poorly!”, then take the necessary steps to fix this situation.
6. Would I request more information from my site?That’s the key, right? You’ve whetted my appetite and now I’m even hungrier. I’m so intrigued that I’ll give you my name, email address, why, heaven forbid, maybe even my phone number. I’m smitten! Have you smit yourself lately? If not, you’re action step is to figure out what value you can offer that WOULD smite you!
7. Would I link to my site?Not only do I think my site is great but I don’t mind sharing it with others – even if it means losing their attention. I’m not talking about the ‘you rub my link & I’ll rub yours’ reciprocal link exchange kinds of arrangements. I’m talking about other sites that link to you just because you’ve got something special to offer. So, how about it, what would it take for you to generate such an unconditional link? That’s this questions action step.
8. Can I describe the purpose of my site within 30 seconds of hitting the home page? How about in 9 seconds?Unless they’re a returning visitor or you’ve directed them to the site your new visitors need to be assured that they’re in the right place. After all if you were shopping for shoes you wouldn’t walk into a store which didn’t look like it sold shoes, would you? Your site visitors are no different. We all seem to be very good at conveying what we’re not, how about becoming even better at conveying what we are?Your action step? Grab a neighbor or the guy who’s in the office next door. Buy them a cup of coffee or give them a gift certificate but sit them down in front of the your website and ask them, “what’s this site about?” And, “What can you do on this site?” If you don’t like their answers (or they don’t have one) then fix it.
9. Would I go beyond the home page to explore my site in depth?Look at your site stats (Google Analytics again). How many people enter and exit on the same page; the majority, right? While that’s not okay let’s take a different look. How many people look at 2 pages and then leave? You got them to invest a precious click but then you blew it.You turned them off and turned them away. So ask yourself, “How do I turn my turn-offs on?”
10. Would I spend more than 5 seconds on my site before clicking through to the next listing on the Search Engine results page?I’m sure you’ve seen the statistics on how many seconds (anywhere from 3 to 8 seconds) you have to make a good impression upon meeting someone for the first time. Well the web’s no different. It’s a big party out there and your visitors don’t have time to waste in dull, boring conversation when the party host, Mr. Google, has so many potentially interesting guests lined up for you to meet.Question, are you sitting on the dais at Mr. Google’s party or at the table next to the kitchen?

Too often pride of ownership, complacency or just plain busyness affects our efforts to make our web site as effective as it can be in complementing our business. Next time this happens it might be worthwhile to ask yourself a few questions.

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Action Step to Improving Your Website

Contact Gray eMarketing Solutions if you’d like to arrange a complementary, no obligation 15 minute review of your website’s home page. Call 1-720-319-8256 or click the link and ask for your free evaluation in the “Other Needs and Interests” box.

Article Originally Published at: http://www.articlesbase.com/internet-marketing-articles/10-questions-every-website-owner-should-ask-themselves-808924.html

About the Author:

Tom Gray is the founder and Chief Website Improvement Officer for Gray eMarketing Solutions. An internet marketing expert and social media mentor, Tom’s been using the internet to market and promote his and his client’s business since 1996. Contact him at 1-720-319-8256 to discuss how he can help you improve your website, establish or expand your social media presence and enjoy the rewards of an effective internet presence.

You can find out exactly what Google sees by using a simple command in the Google search box. Type in “Site:mysite.com” and hit enter. You’ll see every page that Googe’s indexed on your site.

This is useful for several reasons:

• If you redesigned your site you may find that much of your old site still shows up. You can delete those files and set up 301 Redirects to the appropriate pages on the new site.
• You can see if Google’s missing anything and take steps to address it. Implementing an XML site map is a good way to start.
• You can if Google’s seeing too much. Is supposedly secure content available to the prying eyes of the search engines; and the world? Now you’ll know and be able to plug security holes.
• Does the search result description describe the page in a compelling way. In other words, would I be likely to click on that result were it to come up in my search results? Keep in mind that just because your site shows up in search doesn’t mean a search engine user will click on it.

Google Search “Site:” Command Reveals a Lot About Your Website.

Jason Koeppe from Manta Minute lays out 3 simple steps to make your website a profit center.

1. Know your goal.
2. Make it easy.
3. Make it clear.

Keep in mind, I said simple, not easy. But if you nail these then you will have a profit generating web presence.

Free Website Analysis

Is your website under-performing? Do you have little site traffic and worse conversion? Call me for your free 20 minute consultation on how to make your website profitable at 720-319-8256, email tom.gray[at]gemsolv.com.

I’ll review your site than give you a 20 minute, actionable analysis on the steps you can take now to increase website traffic and boost conversion.

What do you do as a small, independent retailer when a major food chain, big-box store or national franchise becomes a direct competitor? All along you’ve been specializing in items that aren’t in the mainstream but sell well, and then some big outfit like Sears or Walmart decides they’re going to horn in on your action.

If you’re local, competing with the big guys in your space, I’d suggest you check out the  article. I liked Mikal’s suggestions and added a few of my own in the comments which I thought I’d share and expand on here…

1. Offer more depth. You’re not going to compete with a big chain’s breadth but you can certainly go deeper in key categories. I like IPAs – a very hoppy beer – Costco Liquors carries 0 IPAs but my favorite local liquor store has over a dozen varieties and weekly holds tastings. I can buy beer cheaper at Costco but I pay a premium for what I want. The variety also ensures that I’m always trying something new.
2. Source locally. If there are local suppliers that you can rely on, use them. You’ll tap their local network of fans. You can also invite your local vendors in-store to educate your customers from the source.
3. Don’t give your local customers a reason to leave you. If I get indifferent service at a local shop but the same or even better at a chain, and a lower price to boot, why wouldn’t I switch? If a customer complains, deal with it personally. More importantly, empower your employees to deal with it and train them how to deal with it. (By the way, don’t neglect to track your reputation on social media: Yelp, Google+, Foursquare, Annies List and any other social review and rating site… If you find a complaint, respond immediately. Even if the reviewer is wrong, a jerk or a competitor stirring up trouble, don’t attack. If you’re in the wrong, make it right.
4. Know your wares. Hire (or train) experts not clerks. Many of the big chains have done this which is a reason they got big.I went into an REI store recently looking for a bicycle tire. I wanted ok quality for the least amount of money. The sales guy used to race bicycles. I learned more about bicycle tires in 5 minutes than I’d learned in 30 years of riding bikes. Oh, and I bought a premium tire. Wonder why?
5. Know your competition, shop them, analyze where they’re strong and where they’re not. Shop your own business the same way; where do you suck and where do you shine? My closest local coffee shop’s employees act like customers are an annoyance but everybody knows my name at the Starbucks up the street? If I’m paying $5 for coffee, where will I spend my money?
6. Treat your employees like treasure. Pay them as well as you can. Put fun into the workplace. Encourage and teach rather than disparage and screech. (Sorry, I got into rhyming mode for a sec . Remember:Happy employees create happy customer experiences create repeat business and word of mouth.

Tweet Formulas that Click!

I’m just going to re-list her 5 successful tweet formats here but for the details around the formulas visit the article. I also provide the examples she used and, as a learning exercise for myself, I’ve take a stab at using her  tweet formulas:

Formula 1: [Goal] will be achieved when you follow these [mysterious steps]

“A shrinking waist can happen in two months if you adhere to these three gut-busting rules.” @amaaanda

“You’ll double the visitors to your website in 90 days if you follow this one daily discipline.” @tomjgray

Formula 2: How [@Username] and [@Username] are [Doing Something Interesting]

“How @Celebrity and @Expert Made a $1m Business that Started w/ Crowdfunding on @Kickstarter” @amaaanda

“How @MarkSanborn and @Eric_Chester are increasing corporate profits by reviving work ethic in America @tomjgray

Formula 3: Really enjoyed this article from [@username] on [topic]

“Great insight from @AnEditor on how to plan a last-minute getaway.” @amaaanda

“Simple yet profound insights from @amaaanda on the most effective formulas to create tweets that get clicked.” @tomjgray

Formula 4: Did you know that 75% of [target audience] [does something interesting/controversial]?

“Did you know that 31% of tv watchers will write angry letters about their favorite show being cancelled?“@amaaanda

“Did you know that 55% of women bloggers would rather tell you their weight then the number of visitors to their website.” @tomjgray

Formula 5: [Excerpt from article]

“The color of a Hydrangea doesn’t come from your seeds; it’s determined by the pH of your soil.“@amaaanda

“People who are using LinkedIn, but don’t get results, are the ones who don’t take the fundamental principles into account.”

Twitter Formula? I Don’t Need No Stinkin’ Twitter Formula

Amanda ends with the advice to not fall in love with formulas. Some of her best results were the result of just good writing. Keep track of what works and what doesn’t whether it’s formula based or not.

What’s Your Favorite Twitter Formula?

If you have a tweet format or formula that works for you, remember, “Givers Get”, and share it in the comments.

Positive Customer Experience Drives Loyalty, Revenues

There is a high degree of correlation between customers’ experiences and their likelihood to recommend a company and consider purchasing more products and services from that company in the future…Source: MarketingCharts.com

And when I read it my reaction was “Oh Duh“! Everyone knows that (or should), right? But then it got interesting…

How My Dad Taught Me to Increase Revenue

Grandpa Gray Taught Dad to Sell

My dad was an up-by-his-bootstraps entrepreneur who went from migrant laborer as a kid to self-made millionaire by the time he was 40. His formal education ended in the 6th Grade which is where his business education began.

He taught me there were only two ways to increase revenues:

1. Increase sales or
2. Decrease expenses.

He pursued both methods fanatically.

Sell more, spend less. Makes sense but there are ways to sell smarter that make it easier to sell more.

The Secret to Increasing Revenues. NOW!

So what’s the secret to increased sales revealed in the “Oh Duh” report? Simple. Treat the customer in front of you now better. That’s right, oh duh!

So what happens when you treat customers better?

• They buy more
• They don’t go to the competition
• They tell their friends
• They don’t slam you on social media; they might even praise you

How Much Extra Revenue Can You Generate?

How Can You Increase Your Revenues?

I’m extrapolating the numbers to some degree as the report cites the benefits for billion dollar companies which most companies aren’t but if you use their numbers and you’re doing a million dollars in annual revenues, you’ll realize an extra $300-400,000 dollars in revenue over a 3 year period.

What could your business do with an extra $100-200,000 per year? 

Oh, and You’ll Probably Decrease Expenses Too

At least those expenses dedicated to marketing because, as you probably know, a sale to an existing customer costs 6-7 times less than a sale to a new customer.

How I’ll Teach My Son to Increase Revenues

My formula won’t be a whole lot different than my Dad’s. I’ll teach my son that the way to increase revenues and improve profits is to

1. Increase Sales
2. Lower Expenses
3. Improve Your Customer’s Experience

In fact, I’d advise him to work on providing the best experience possible for everybody who interacts with his business: customers, employees, suppliers and prospects.

Thank you, thank you, thank you. I mean it, thank YOU!

Unfortunately, I want to call you.

Archaic, I know, but I want to pick up the phone and ring you up and talk to you about what your business can do for my business and I don’t want to be limited to 140 characters or what my brain can remember to squeeze into an email before my knubby fingers accidentally brush the send key on my lilliputian smart phone’s keypad.

Unfortunate because I spent 10 wasted minutes cruising your website for a phone number to no avail. No phone number, no where. Now I’m cranky, the moment’s lost, I’ll call someone else, maybe someone who feels it’s valuable and appropriate to allow those who so desire to cut to the chase (and cut out all the social chaff) and actually pick up the phone and call them.

Webdesign 101 – Include a Phone Number

Include a phone number on every page, prominently if possible. Don’t assume that people don’t want to call you, often times they do. Often times that’s the only reason they go to your website, to get a phone number. So certainly, include all of the other means to communicate, socially and otherwise, but don’t forget the freak’n phone number!

After all, our whole site is geared to (supposedly) converting visitors to prospects to customers and what better way to convert than to actually engage in an ear-to-ear dialogue.

(By the way, you can call me to discuss how your website converts at (720) 319-8256!)

Call me

And now, back to our regularly scheduled entertainment…

Back Button Joins the Unemployment Ranks

Google Instant Previews provides a magnifying glass to the right of the top line of the search results…

Clicking on the magnifying glass turns the Instant Preview feature on and displays a snapshot of the page along with the search terms outlined on the snapshot page as well as displayed in a call out box. Clicking any ‘preview’ icon turns the feature on for all the listings on the page.

Search Term Used: Best Toaster Ovens

How Does Instant Preview Affect Small Business Search Results?

What do small business (or any size organization) need to understand about the impact of Google Instant Preview?

• Consider how your website appears in the scaled down window that Google Instant Preview provides. Searchers only give you 8 seconds to convince them they’re at the right place when clicking through to your site; how many seconds will they give you when scanning through Instant Previews?One impact I noticed immediately is that Google previews don’t appear to like Flash as shown here:

• Be prepared, I believe, to see your bounce rate drop and a corresponding decline in site traffic – your bounce rate is determined by the number of people who click away immediately after landing on your page. They’ve determined from their initial scan that your site won’t fit their search needs. An example would be a search for a “motivational speaker” that lands you on a “car stereo” site.This is not necessarily a bad thing but if the wrong terms are bringing the wrong traffic to your site, it can be a bit of a downer if you measure site success by overall traffic (never a good idea).
• Better clarity about how your site displays keyword terms and phrases versus your site and, with a little analysis, an opportunity for improvement.

What’s Wrong with this (Internet Explorer) Picture

Interestingly enough, the Google Instant Previews icon was available in my Chrome and Firefox browser but not Internet Explorer. I’m sure it will but an interesting omission for the time being…

What’s the (Marketing) Plan

In the course of exchanging emails to arrange some catch-up time, I noticed Elli had added a tag line promoting her forthcoming book titled, “When Life Happens: How Women Business Owners Handle Personal Crisis“. Great premise and I’m sure it’s going to be a great book.

The problem, I noticed, was that while Elli piqued my interest with her tag line there was nothing I could do about it. In other words, there was no link leading me to more information.

Seeing a missed marketing opportunity always fires up my fingers so I sent her the following email:

Noticed your tag line about upcoming book. Do you have a publisher or will you self publish (not sure if you’d told me this before). What’s written so far? Do you have any excerpts that you can drive people to that will build excitement and interest faster than just a “it’s coming” tag line? I looked at your site and found no reference to the book. Are you planning a new website to promote? Have you registered a domain name for the book? Are you reaching out online to mommy bloggers, mompreneur sites and other woman-run sites to build relationships that you can tap when the book is out? I’m very interested in your launch plan.

More (Book) Marketing Advice

If I were advising Elli, I’d suggest that she have at least a page up on her site describing the book and providing links to excerpts if not whole chapters with a mechanism (email, RSS) to subscribe to future updates and social media links to enable visitors to spread the word.

Don’t Wait to Setup Your Social Media Presence

And don’t wait to start developing your social media channels themselves. I’d suggest that she create a Facebook page to support the book and use the Discussions tab to start a dialogue with her potential audience. If she can manage it I’d also have her start a companion group on Linkedin and promote it to working women business owners and other interested parties.

Both these social initiatives could be set up with the mission to provide a resource and create a community for women who are facing or who have surmounted personal crisis while growing or managing a business. Wow! How needed is that?

The fact is that close to 9,000 Business titles were published in 2009 so getting attention, and readers, for yours is a process that has to begin well before the ink is dried on your initial production run.