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A few weeks ago I was sitting beside friends as we watched our sons play hockey. The game was at 6:30pm across town, which meant that most of us hadn’t had a chance to eat dinner. Halfway through the game my friend pulled out his Blackberry and tried to find the nearest place that had a special on chicken wings that night. Believe it or not he was able to come up with a choice of restaurants! Wow!

It turns out that the website ottawafood.com realized that there are customers in Ottawa who needed answers to that very same question. If you push a little further and visit the websites of the individual restaurants very few of them even mentioned a wing night. Hmmmmm.

So let’s recap what happened :

1. Potential customer has a problem – he’s hungry and he wants a good deal on chicken wings.
2. He goes to the internet as the first step in solving the problem – find out where the best deal on chicken wings is nearby.
3. First step solved – he has found a listing of restaurants in Ottawa that have Wing Nights.
4. Success.

Well success as long as he doesn’t decide to search further and visit the website of the restaurant to help him decide if that’s the one he’d like to go to. What he finds there are pictures of the restaurant (great) and some text but nothing about Wing Night. Then the questions start to come – do they have a Wing Night or not? Why don’t they mention it? Off he goes to another restaurant web site – to see if they mention anything about Wing Night.

What is important for content on a website?

Answers. What questions could your potential customers be asking? Make a list of all the questions that your customers ask you now. Add any questions new and potential customers ask. Do you have answers to these questions on your website?

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YellowPages Ads

Let’s face it, advertising in the YellowPages is expensive enough and now, with the online version, YellowPages Online has become more visible to search engines. Add to that the other web-based directories that offer to display your business listing, include the hours, map of your location and let you write a paragraph or two about your business – all for free or a minimal charge. So… if your business is well listed on the internet – do you really need a website?

I can think of at least one terrific reason to have your own website – to distinguish yourself from other similar businesses.

Think of it, the YellowPages does a terrific job of listing local businesses under categories that we look for when we need to solve a problem.  We all know that all it takes is money (not customer service)  to get a business name and phone number listed in the YellowPages. When you’re looking at the YellowPages,  confronted with several businesses that can solve your problem (broken dishwasher, need a sign, etc.) how do you decide who can solve the problem the best for you? A simple name and number gives you little to go on. The larger ads help somewhat because they have more space to persuade you to choose them. Reality is that larger ads cost a lot more. If you’re looking for the best value for your dollar (when getting your problem solved), will the larger ads lead you to the right people?

A website that features your business breaks away from the restrictions of the Yellow Pages. The website allows you to distinguish your business from the other listings with not only pictures but also with well worded descriptions of services.  Since you no longer get billed by the number of words you use a website can gives you a chance to answer those questions that you know are in your customers minds (because you hear them regularly).

Advertising in the YellowPages can make a lot of sense but don’t miss out on the opportunity to attract your type of customers – those who call because of the uniqueness of your business – those who find you on the web.

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AV Artisan Productions Web Site

A friend of mine told me recently that he has never had anyone contact him from his website. I was surprised. With no marketing budget and a business he was funding himself with a part time job; he had built his website himself.

He recently revised his website with a new logo and a new layout. My friend is a videographer – with lots of talent. He has put great examples of his work on his website, and some great testimonials. His site is http://hdvap.com/. Check it out and tell me why he isn’t getting any traffic from search engines. You can check it out now if you like and when you come back I’ll tell you if your guess is right. I’ll wait.

Back now? Did you check out his videos – my favourite one is the Toastmasters one – where Mark Brown says Ya Man. What is missing (at least until I show him this post)? You got it – Content baby Content.

As my friend and professional copywriter Kristina of DigitalWord puts it:

Unlike a brochure, web content serves two distinct purposes:

1. To communicate with your target audience
2. As a content relevance guide for search engines to deliver search results (rankings) to said target audience

Let’s take her first point – His home page makes a great fact page but it doesn’t speak to you. – the cost is there but focus should be on how video can help a business – and specifically how he can make that happen.

Her second point directly affects search engine traffic – you’ve got to use words in your content that match what your potential clients are typing into the search engines. For example if lots of potential customers are typing in “video production ottawa” they will never find his business. If he wants those potential customers to find him then my videographer friend should be working that phrase in his content.

But my friend’s lack of visibility in search engines – is it his fault? Well no. He has a choice – spending his time on his business, developing his talents or spend the time on learning about Search Engine Optimization (SEO) and how that relates to content. What he needs is the services of someone with copywriting/marketing skills – or to at least read this post.

Moral of the story – a fresh redesign is not going to bring in more search engine traffic if your content doesn’t match the exact words that people are using to try to find you. A web designer can help you improve this – or at least refer you to someone who excels at this.

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Solution: The web design incorporated show dates, a sample of Paul singing in video format with pictures.

Result: PaulWarrenSings.com is a central point that Paul’s fans can find out where he’s playing next. Potential clients can get a better feel for the quality of show that Paul gives and contact him via email or phone.

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Solution: The design incorporated and highlighted the major components of the salon  (hair salon, esthetics, wig fitting and massage) – without a cluttered feel on the home page. This solution required an SEO friendly structure, good design, and content that would engage customers and build trust.

Result: Alluring and Chic Salon can be easily found in local search listings. This gave the client the confidence to reduce the number of categories the salon was listed for in the yellow pages – thereby reducing unproductive marketing dollars.

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Solution: Created a website optimized for specific signs, visually clean, and attractive. Individual sign pages display examples of work, description of sign type and pricing (where relevant).

Result: Site is being built but still provides a range of information. It is just starting to rank in the search engines.

For a custom sign or just to check it out click www.signsin23hours.com.

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Solution: Created a website that is clear and uncluttered while providing access to all products from every page. Added visual clues to reinforce awareness of eco-friendly products.

Result: Sales increased 100% the first month the website was launched.

For eco-friendly yoga or casual wear or just to check it out click YOGO.ca

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Solution: Website designed to complement the character of the rental home – displaying the home to its best advantage.

Result: Client is able to rent this home easily and has even received compliments on his website from his customers!

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