Bob Speyer, Web Success Team

This article is intended to be a discussion about spec work, from both the client and the creative or marketing consultant perspectives. Spec work can be defined as performing a task or service for no charge in exchange for the opportunity to win a client’s business.

A client may ask a web designer to develop a “few samples” of branding or site design in order to help them decide a direction for their company. Or a client may request a detailed online marketing plan to generate more leads and sales and to increase their Internet visibility. Then if they like your creativity and online marketing acumen, they will hire you.

Caveat Venditor

We are familiar with the latin phrase, caveat emptor – buyer beware but the venditor or seller also has their viewpoint. The client doesn’t really have sinister motives, they just want to see what they are buying. Because the field is subjective they may want to compare companies and see who is a better fit. But the seller must also guard against being taken advantage of and must weigh the risk.

As a small business owner for over 30 years, developing both offline and online campaigns, occasionally spec work requests are made. It’s a dilemma that most creative companies confront from time-to-time. There is no one solution or best answer to a “spec request.” It can be rewarding to win the business or disappointing when you come in second (or they postpone making a decision for budgetary concerns).

The Risk – Reward Scenario

In a perfect world, you work, you get paid. In the realm of spec work, you work and we’ll see if we want to pay you. It’s a risk-reward scenario. The question is what are you willing to do to earn their business. You have invested years in time, talent, experience and expenses. Your value is what you place on these components.

From personal experience, we have run the gamut from free spec work to a polite no. We have been on the receiving end of spending countless man hours developing a marketing proposal or creative pitch only to be told “we went with another company” or told “we liked your presentation, you earned our business.”

At times we have offered a reduced fee to show them what we can do. If they accept, we know they are serious and a budget for development is agreed upon. If they are unwilling to pay, we rationalize that they weren’t too serious and they just wanted free marketing or creative ideas.

Another determinant is if you have worked with a consultant in the past on their clients. They bring you a new client opportunity, but that client wants spec work. Depending upon your relationship with the consultant, you weigh the pros and cons about performing the spec work. Sometimes your decision will come down to how busy you are and can you afford not to do spec work? Perhaps a happy medium is to allocate so many man hours a month to new business (and that includes proposals, research, and creative mock-ups).

You Can’t Make an Omelette without Breaking a Few Eggs

For the client spec work can be a two-edged sword. They may not get a company’s best creative effort or they hold back from giving you the golden egg laying goose and a roadmap to do it yourself. You don’t always get what you pay for, but you will rarely get what you don’t pay for. That’s human nature. Again there may not be ulterior motives, just flirtations.

Clients want to be assured they will get value for money and ROI; vendors want to feel valued and do the very best for their customers without their hands tied. It’s not exactly a chicken or egg scenario. In order to make a great omelette and satisfy both appetites, you have to crack a few eggs. That requires coordination, teamwork and trust to achieve web success.

Your Comments Please!

I encourage all my Blog readers to weigh in on this tête-à-tête client-vendor issue of when free work becomes too expensive. I am looking forward to your comments and personal experiences. A healthy interchange of ideas makes for a well-rounded discussion.

The Web Success Team specializes in developing and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online marketing tools and proven customized social media techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site.

For more tips, tools and articles of interest, become a fan of the WebSuccessTeam Facebook page and learn more about online marketing, SEO and social media. Visit us at http://www.facebook.com/WebSuccessTeam. Contact the Team today for a complimentary consultation to your web success.

No Comments

By Bob Speyer, Web Success Team

Mark Twain once remarked, “Reports of My Death Are Greatly Exaggerated.” The same holds true for Blogs. Statistics show that Blogging is still one of the most effective ways to promote your company, expand your Internet footprint, position you as an authority, and generate increased website traffic, leads and sales.

The Numbers Don’t Lie

I’ll share with you some ways to squeeze more productivity out of your Blog, but first here are a few mouth-watering statistics by Technorati on the 2009 State of the Blogosphere.

• Over 133,000,000 blogs were indexed by Technorati since 2002.
• 77% of Internet users read blogs.
• 66% of bloggers are male; 75% of all bloggers have degrees.
• 61% say they blog to supplement their income.
• 72% self-employed bloggers want to attract new clients.
• 57% plan on increasing their blogging.
• The average to update a blog is 2-3 times per week.
• 82% of respondents post photos to their blog.
• 56% say blogging enhances their reputation in their industry.

Top Six Reasons to Blog?

Blogging does pay dividends, but like anything else, to get results you need to put in the effort. Ideally you should blog as often as possible or at least 2-3 times per week. Below are reasons and useful tips to make your Blog more effective and, most importantly, well-read. Blogging helps:

• Build brand awareness
• Boost search engine rankings and visibility
• Establish a relationship with your customer base
• Position yourself as an authority in your field
• Target your marketplace
• Acquire new clients, generate more leads and sales

Turning Termites into Sales

Next you need to create blogs that people will relate to and want to read. You are writing for their edification, not your own. If people find your information useful, helpful and full of great ideas, they will bookmark your blog, become part of your blogosphere even share it with colleagues and it will go viral. Here is a good example:

Let’s say you sell termite inspection and removal services. You might want to discuss how the industry is handling the consumer’s concerns about the environment and what effective alternatives to harmful chemicals exist to treat the problem. Once educated, a consumer will have confidence in your expertise, your technology and may contact you for an inspection.

In this scenario, you are satisfying the visitor’s need for information about a specific termite problem and then are addressing their concerns. It’s all about them and if they are reading and enjoying your engaging Blog article.

Increase Your Blog IQ

Here are a few more ways to improve your Blogging effectiveness:

• Read top Blogs in your industry to see what your competitors are doing.
• Track the Comments section read what your customers or potential customers and saying.
• Creating an open dialogue is the best way to be sure visitors will respond to your content. Always invite people to comment.
• Write “How to” and “Best Tips” articles.
• Break up the Blog content with engaging sub-heads.
• Use a resource box at the end of each article so people can contact you.
• Add photos and images, podcasts and videos. People like visuals.
• Don’t be too corporate and starchy. Write like you are talking to a friend. Add some spice to your posts. Be funny, unique, filled with personality.
• Reread your post to make certain it is written for the reader, not you.
• Get readers involved by adding a poll to get their feedback.
• People rarely read the entire article. They scan, looking to see if it is worth their time. Give them a reason to stop and read. Make an outrageous statement and back it up. Offer an opinion, be insightful. Don’t be passive or boring! Mix it up.
• Encourage others to post articles on your blog – guest authors, industry experts, customer comments.
• Utilize the social media like Facebook, Twitter or Linkedin to promote and drive traffic to your Blog.
• Review your statistics to see which articles are gaining the most traction and what topics garner the most interest. Then write more of them.
• Use your keywords and of course optimize your Blogs for search.

Whistle While You Work

Following these simple guidelines will produce big results. And like anything, the more you blog the better you will get. Make it fun, informative and creative. Most of all, don’t think of it as work. If done correctly, blogging is a shortcut to achieving web success.

Comments anyone?

I also encourage my readers to add their own voice in the Comments section below.

The Web Success Team specializes in developing and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online marketing tools and proven customized social media techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site.

For more tips, tools and articles of interest, become a fan of the WebSuccessTeam Facebook page and learn more about online marketing, SEO and social media. Visit us at http://www.facebook.com/WebSuccessTeam. Contact the Team today for a complimentary consultation to your web success.

2 Comments

By Bob Speyer, Web Success Team

All businesses face their own set of marketing challenges, particularly in these trying economic times. However, what many companies have in common is that their problems are not unique. Fortunately neither are the solutions. Sometimes the best way to tackling a marketing dilemma is to utilize the Internet’s vast resources and begin by simply asking your question(s).

Linkedin Discussion Sample

A Community of Experts

One of the best places get answers to your most pressing marketing problems is through Linkedin’s discussion forum. Linkedin as you know is one of the gold standards in professional social networking. It is where business people of all persuasions connect to exchange information. Linkedin provides you the opportunity to join groups or even start one. People select groups that relate to their industry or interests and then participate in their discussions.

Once you have joined a group, Linkedin allows you to post a question or share information that you find useful for the group to discuss. These targeted groups are a great forum to ask your most pressing marketing questions and have the members offer their comments. Depending upon the nature of the question or interest, you will get a wide range of comments as to the best way to approach your situation. Most responses are very useful and full of thoughtful and carefully crafted suggestions. People will share with you their experiences, what worked for them in a similar situation and what pitfalls to avoid. Some will even offer you out-of-the-box solutions you may never have thought of or were unwilling to try without experienced feedback and encouragement.

Sample Responses

A recent Linkedin discussion group responded to a recent query about what to do if a prospective client doesn’t respond to your proposal. It was answered with a few practical solutions. To paraphrase, their responses included

1. Ask for a simple “yes” or “no;”
2. Put “second request” in the e-mail subject line;
3. Give them a deadline to respond;
4. Express concern with a personal note inquiring if they are all right;
5. Put them on “auto-drip” to keep your name in front of them with a periodic reminder, such as an e-mail newsletter.

Often times, a member will direct you to an in-depth article that discusses your particular request, offering tips, guidelines or actions to take. Remember the social web is just that. It is a social gathering place to exchange ideas, information and offer solutions to problems. People are very candid on the web and Linkedin members in particular enjoy speaking with authority and making their opinions known. They want to help. By commenting on posts, members will establish a reputation as an authority; other members will read their comments as well and may even contact or refer them to someone looking for an expert in their chosen field.

The Fastest Growing Social Network for a Reason

Linkedin is definitely a great resource to gather information from like-minded professionals and can point you in the right direction. Of course, it will not take the place of a web marketing team that can help craft your message, your brand positioning, and ultimately help resolve your marketing challenges. But it is a good starting point. More and more business professionals are utilizing Linkedin and it is one of the fastest growing social media networks today. The more you utilize this network, the closer you are to web success.

The Web Success Team specializes in developing and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online marketing tools and proven customized social media techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site.

For more tips, tools and articles of interest, become a fan of the WebSuccessTeam Facebook page and learn more about online marketing, SEO and social media. Visit us at http://www.facebook.com/WebSuccessTeam. Contact the Team today for a complimentary consultation to your web success.

No Comments

By Bob Speyer and Kristin Tomlinson, Web Success Team

The goal of any website is to engage the visitor, give him a positive first impression, and motivate him to learn more. Unfortunately, sometimes the opposite effect takes place. Many websites overpower the viewer with clashing colors, distracting flash videos, inappropriate music, and much more. People react to clarity, organization, benefits, overall composition and readability. They are focused on their needs and search accordingly. Anything distracting is annoying and gives them a reason to leave — so don’t give them that “excuse.”

A Checklist of the Most Common Mistakes!

• The Sounds of Silence

When trying to promote an online business, avoid playing music on the website. Loud, obnoxious music tends to drown out important content and distract customers from focusing on valuable information. However, an audio (like an important message from the president) is a good idea if the viewer has the choice of turning it on and, of course, off. If it goes on automatically, that’s a web NO!

• Through the Looking Glass of Color

When choosing colors to compliment your page, stay away from bold, bright distracting ones. Background colors (like a black field with white or yellow type) or using an assortment of colors on a single web page can make it look tacky and unattractive. Try to use two complementary colors (and their tints) that are more appealing on the eyes. Color should be used to orient a visitor (like a red call to action button or a blue link) and not to “color code” a website.

• Be Careful What You Flash

The use of flash images or video, if done tastefully, can enhance a website and deliver a strong branded visual message. However, flash tends to be overused and can even slow down the web page. It can distract the viewer from reading the content, particularly if it continues to play as you navigate back and forth on the site.

• Me, Myself and I

A web page that is ego driven and not focused on the product or service is a turn-off. Customers want to know that you have their best interest and not your own. They are benefits driven and want to understand how you can help solve their problem, not yours!

• The Missing Link

Too many links (or too many broken links) take the viewer on a scavenger hunt that leads to unnecessary pages and information. A few navigation links that state the core topics about the business and its mission will outperform a site with to many web pages to choose. People don’t want to be caught up in a maze of information. They want a clear route to contacting you for more information.

Boost Your Site’s Effectiveness

Adding unnecessary elements to a website sends a message that you’re not thinking about the user’s experience. A good rule of thumb is to have 5-10 people critique your home and ask them where was their focus and what they learned about your site — all in 20-30 seconds. Then repeat the exercise, having them navigate through the website for 1 minute, stopping on what catches their interest. You will learn a lot from this informal focus group to actually see how others view your website. Remember, the most effective websites are ones that have a singular purpose, can deliver their message in 10-15 seconds or less, have something beneficial to satisfy the visitor’s search, are clean and well organized and not cluttered.

By following these few guidelines will help turn best intentions into web success.

The Web Success Team specializes in developing and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online marketing tools and proven customized social media techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site.

For more tips, tools and articles of interest, become a fan of the WebSuccessTeam Facebook page and learn more about online marketing, SEO and social media. Visit us at http://www.facebook.com/WebSuccessTeam. Contact the Team today for a complimentary consultation to your web success.

No Comments

By Bob Speyer and Kristin Tomlinson, Web Success Team

The “Contact Us” page is required for any business that has created a website and is important in providing significant details about the company. Contact Us is extremely valuable because it allows potential customers a clear channel to reach your business, let them know where your company is located and is an avenue of communications to ask questions or make requests.

Below are seven take-a-ways to consider when constructing an effective Contact Us page:

1. Company Name: Your corporate identity should appear big and bold at the top of the page so people can immediately identify it. You want your company name to essentially “pop” and be in the mind of readers at all times. Place your website link buttons on the left side of the page so that its easier to get to another web page.

2. Page Design: Construct your page so information is easy to locate and don’t put unnecessary information on the page. Your layout and design should be crisp, clear and appealing. Readers will not read the information if it is not to the point.

3. Font Usage: Use a clean font that it’s easy on the eyes. Your contact information should be in block format under your company name so that a reader’s attention is immediately drawn to it.

4. Make it Simple: Only include your mailing address, phone number and email address. The page doesn’t require any extra information. You can also link the “Contact Us” phrase to an email page that is automatically populated with your company name in the “To” box and ready for the visitor to deliver a message to you.

5. Multiple Contacts: If you have a large business or multiple employees, make sure to write every different phone number and email address for each department and person. Also include the department name and the particular person that would be in charge. This will make it more convenient for customers to reach the specific person they want to contact.

6. Working Links: Make sure the links work on the contact information. It appears negligent, careless, and unprofessional to readers when there are broken links.

7. Redirect to FAQ Page: To keep emails down to a minimum, direct readers to your FAQ page. Most of the time readers just want answers to frequently asked questions and a FAQ page can answer their concerns directly.

Following these basic guidelines will insure a more reliable “Contact Us” page that will be accurate, organized, dependable, and informational. These steps will provide an efficient page that readers can rely on to provide support, assistance, and guidance in regards to their needs and your business.

The Web Success Team specializes in developing and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online marketing tools and proven customized social media techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site.

For more tips, tools and articles of interest, become a fan of the WebSuccessTeam Facebook page and learn more about online marketing, SEO and social media. Visit us at http://www.facebook.com/WebSuccessTeam. Contact the Team today for a complimentary consultation to your web success

1 Comment

By Bob Speyer, Web Success Team

Color is fundamental to the way we view the Internet, or more to the point a website. It can influence your reaction and viewing experience and even your buying habits. Color selection often times is more intuitive than thoughtful. This article will discuss the use of color for business site development and offer a few guidelines:

Continue reading “How to Choose Color for Web Success: 5 Marketing Take-A-Ways” »

No Comments

By Bob Speyer – Web Success Team

I believe one of the most important pages on a website is the About Us page. It is often misunderstood and at best undervalued. Going against the grain, I propose this page is more about the reader and less about the company or person.

Here’s my reasoning: Marketers have long agreed that people both read and react (positively and negatively) to the proposition “What’s in it for me!” In real estate it’s location, location, location. In online marketing it’s benefits. People want to know the advantages of a product or service before making a decision. In their quest to find reasons to buy or learn more, website viewers will go to the About Us page to gain a better insight on who is selling to them or, more to the point, whom they are buying from.

This is key, because viewers do not just want a resume of location, employees, company history, and growth patterns. What they really want is to find out the personality of the company, what makes them tick and if they are sincere and credible. It’s their first impression of you, how you want to be portrayed and if your values match up.

A Culture of Caring About Your Customers

From the corporate side, Starbucks is a great example of an effective About Us page. It is not too wordy or detailed as in how may locations they have. Rather it is about the customer and their experience. They humanize their page stressing each customer is as important as the next one. It’s about making a connection; serving the community and conducting business responsibly. They have other links to other social media outlets on the page if you want to go deeper into their mission statement, their history and their company workings. But the message is clear.

They are about people and making their lives a little bit better each day. In reading their Facebook page or Twitter, you are instantly engaged, thinking, “I can relate to that!”

For small companies or entrepreneurs, your online brand should be personalized. Using an inviting picture of smiling head shots or an engaging video of a talking head will connect with your viewer. The content should be informative and portray you or your company as well rounded and committed to giving back to your customers and your community. Sprinkling in some personal glimpses of your life or interesting anecdotes will help make you the reader feel they know you or get to know you. Putting yourself out there is never risky, it is what makes us human and real to others.

It’s About Us — Your Viewer and You

In conclusion, if you can get a reader to make that positive connection with your organization, they will be more receptive to processing your information and ultimately interacting or contacting you. You will achieve more web success if you can follow these simple guidelines.

The Web Success Team specializes in developing and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online marketing tools and proven customized social media techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site.

For more tips, tools and articles of interest, become a fan of the WebSuccessTeam Facebook page and learn more about online marketing, SEO and social media. Visit us at http://www.facebook.com/WebSuccessTeam. Contact the Team today for a complimentary consultation to your web success!

No Comments