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.

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. It is extremely valuable in providing information that allows potential customers to know more about the various avenues in “how to” reach your business, where you company is located and a place to ask questions and receive answers.

There are seven steps or take-a-ways to consider when constructing the 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

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:

1. Backgrounds:

A common mistake in web design is the use of black as a background. In the trade we call it a tombstone. People may think it looks classy, but more often it is hard on the eyes because you have to read white or yellow type. It is hard to get an overall perspective when one scans the page to get a quick sense of what you are promoting or selling. Yellow backgrounds are also hard on the eyeballs. If you use a background color it should be a pastel like baby blue or cream. White is always a safe alternative.

2. Number of Colors

It is recommended to stay within the 216 browser-safe color palette. We recommend using either 2 or 3 colors and tints of each. Too much color or too many colors are distracting and don’t show a uniformity of purpose. The colors can contrast each other, but must work in combination with one predominate and the other subordinate, for emphasis or highlights.

3. Emotional Palette

Color combinations evoke emotions: orange and blue (excitement); green and blue (harmony); single color with its shades can be effective for professional websites as single mindedness (unity).Red – aggressive, persuasive (use for highlighting, emphasis); Blue – success, serious, calm, trust, sales; Brown or Grey – earthiness, strength, confidence; Neutral Tones – suggest an older audience, soft-sell, mature.

4. Target Market

Consider your audience. If you are selling to mothers or women primarily, then pink, blue and purple will elicit more positive response. They are very nurturing colors, particularly in combo. If your business caters to the medical field, whether a professional, vendor or patient, then green or blue is familiar, comfortable and trustworthy. If your audience is youth oriented, then you can get loud and innovative, using strong colors and aggressive tones.

5. Selling

Blue is the most popular color by far and the first choice in selling. However there is always an exception to the rule and breaking them can be effective if you don’t wander too far from the norm. Remember, people are creatures of habit and you want them to feel comfortable, familiar, particularly when viewing or interacting with a website. For business websites, blues, grays, browns and burgundies are your colors of choice. They connote a seriousness and are more conservative in nature. Again the use of highlight color such as red or green, if used sparingly will grab a viewer’s attention and are effective call to action colors and buttons. Links are generally light blue and are recognized as such.

A Colorful Conclusion

These color guidelines should give you an insight into the psychology of color when branding your website’s color palette. Common sense is also a effective reference. View your competition and see your own reaction to the use and choice of color. Where does your eye go first, second, third? What is your first impression? We are all emotional creatures and business plays to those emotions. Using color to your advantage will put you in a better position to achieve 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!

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!

By Bob Speyer and Kristin Tomlinson, Web Success Team

Internet marketing gossip is exploding  — and the line between fact and fiction is blurring. If gossiping is a crime, then every blogger and Internet savvy professional needs to be incarcerated for this misdemeanor. What was once an indulgence is becoming a dependency as more and more individuals are turning to various social media outlets to extract their daily dose of breaking news and scandal. Today, people are simply taking a quick glance at their updates on Facebook and Twitter to squeeze out the latest juice. Social media marketing is the driving force behind this Internet sensation, and businesses everywhere are taking notice of its impact on consumers and using it to their advantage. They’re spending less on print ads and relying more on word of mouth through online marketing to establish their web success.

He Said… or Did He?

It’s no secret that a small whisper can turn into a loud buzz through emails, blogs and tweets. Like Michael Jackson’s tragic death or the shocking fabrication of the demise of actor Johnny Depp, gossip is an unstoppable force and it’s making a special guest appearance on every text, tweet, and chat room. Whether imported or formed domestically, hoaxes and factual stories alike are making the evening news. As Mark Twain once said, “The reports of my death have been greatly exaggerated.” This was a giant wake up call for marketers who underestimated the power of the digital word to deliver their message. Companies are quickly fanning this fire by to turning their words into actions by using Internet medias to promote their brands, goods and services.

What Happens in Vegas, Goes on the Web

If you want to save a marriage before it’s even begun, do yourself a favor and delete last week’s bachelor party pictures from your camera. Today nothing is safe from the prying eyes of the Internet. When pictures and comments get posted on Facebook, they will go viral on other sites like Flickr, Twitter and YouTube. Even Google is jumping on the bandwagon by indexing Facebook Updates. You can bet your dirty laundry that friend and competitor will read it. With so many social media sites itching to be the first ones to deliver the breaking revelation of the day, nothing ever is kept hush or in the dark anymore. So it is a good practice to discriminate what you post — from a corporate or personal standpoint.

Rumor Control

With Internet gossip running rampant, things can spiral out of control. You may not be able to stop it but you are not helpless either. Managing your reputation is important, especially when your business relies heavily on online marketing to deliver your message. Good communication has always been effective and holds true in this digital era. Be honest, transparent and consistent. Address your detractors online and promote your brand.

The Web Success Team is offering our Facebook Fans a 10% discount on all web development and marketing services. This offer good until March 31. Spread the word and tell your friends and colleagues. If they join they will also be eligible for the special offer.

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By Bob Speyer, Web Success Team

Trust is one of the most important yet overlooked “intangibles” on the Internet. However, it is key to a decision makers’ mindset whether to give your offerings serious consideration. The Internet is littered with amazing claims and broken promises. So what can you do to instill confidence or trust when a viewer lands on you site looking for a needed product or service? Here are a few guidelines to follow to build trust and increase your sales:

Your Website Should Be Simple, Uncluttered and Informative

You only get one chance at a first impression. Since our lives are complicated enough, your site must be easy to understand and engage the viewer in less than 10 seconds. The simpler the better and the easier to comprehend, the more likely your brand will instill trust. People respond to organization and a clear sincere message. Psychologically, think of whom we trusted first — our parents. If you try to do too much, you will frustrate your viewer and create a negative reaction.

Offer Something Special

We are conditioned to respond to a deal. In fact, promotions are some of the most visited web pages. A promotion may range from a simple discount to packages where you get more value than for individual services. Again, you want to instill trust, so offer a warranty, guarantee or some consumer recourse that is clearly stated. You want to be as transparent as possible.

Use Client Testimonials and Case Studies

People recognize that testimonials are hand picked and hold minimal value. Yet when supported by case studies they can make a convincing reason to read and respect them. Plus if you have recognizable customers, it can create a shared brand appeal. People will connect the dots and reason that if a trusted brand has used this company, then they are that much more appealing.

Use the New Social Medias to Humanize Your Brand

We all respond more to real people, not just a corporate entity. That’s where social media marketing can fill out your resume. Create social profiles on Facebook, Linkedin and Twitter and be active in their use. Placing their icons on your website in a viewable spot encourages prospective customers to view your profiles and fill in any questionable gaps.

Building relationships online will give your brand a more human component. Using employees, their pictures and their comments is equally effective and rounds out your company.

Authority Speaks

Knowledge is respect and the more your brand is promoted online, the more credible you become. One of the ways to be viewed as a authority in your field is to create a blog and actively write about your field. Articles that are keyword rich will be circulated throughout the Internet, draw targeted attention and help promote your brand. Writing blogs will also let people view your personality, knowledge and your sense of humor. It makes you “real.” Also, if you won an industry award, written a book or you are a guest speaker at an industry event, then these should be prominently displayed on your website.

Belong, Join, Affiliate

Another key factor in building trust is showing people that you are active in your community or your industry. Are you a Chamber of Commerce member, associated with an industry organization, active in a charity, or a member of the Better Business Bureau? Participation shows commitment, involvement, energy — and respect.

Be Accessible and Consistent

Once the initial barrier is crossed and a potential customer is interested, you must not disappoint them. Be available to talk to them, keep appointments and be consistent in your promises. Dependability is a key factor in maintaining trust and credibility. Have your contact information clearly displayed on your site above the fold; respond to their inquiries within 24 hours; and offer good advice and interest in their situation. These guidelines will help you assess your current website and activities. The bi-product of building trust is an increase in sales that will lead to web success. If your website does not reflect these core components, then people will go to the competition. By giving people reasons to trust you, they will.

By Bob Speyer and Kristin Tomlinson – Web Success Team

SEO certification is one of the hottest topics among online marketers. It is one of the most controversial and misunderstood because there is no consensus on a uniform certification. Universities offer courses and certification, private industries have their own certification and even Google has entered the fray. What is certain is the growing demand to optimize a website for optimum search performance.

SEO certification is coming of age as an important component of an online marketer’s arsenal and being certified is key to being viewed as an expert in Search Engine Marketing and Search Engine Optimization. Not only does a certification draw in future employers, but it also catches the eye of potential clients. The ability to brand your website with the “SEO Certification” logo instantly opens the door to countless opportunities including recognition from your competition, positive feedback from potential customers, and an increase in job opportunities.

Using Clay to Construct an SEO Model

Bruce Clay is an internationally recognized SEO expert and trainer. He is one of the best and brightest when it comes to all things SEO. He believes that the “mission of SEO is to make a site’s content worthy of higher search engine ranking by being more relevant and competent than the competition.” Clay emphasizes that in order to achieve web success, you need to follow Google Best Practices Guidelines and keep up to date on the ever-changing world of search by getting a SEO certification.

Many companies are now offering certification, including the 2010 Online Marketing Summit. Hosted in San Diego from February 22-25, 2010, OMS is the only marketing conference that is purely education-focused. Attendees will learn to execute some of the best practices in Online Marketing as well as discover new tools and actionable tactics. Before the conference, the Online Marketing Institute is offering a special Online Marketing Training workshop where attendees will gain credit toward certification. Classes at OMI are also offered both online for convenience.

Google offers certification from their Analytics Conversion University courses by taking the Google Analytics Individual Qualification test. The lessons are offered free from Google, but the GAIQ test has a nominal $50 fee. After completion of their advanced Training Course, an individual will be able to maximize the use of the Google tools and apply them to any website. And importantly, you will receive a Google certification that you can place on your website.

Taking a Spot at the Top

SEO Certification will give you the ability to implement the best practices to improve websites, blogs and other online content that has the potential to target countless markets. With a certification, you will be able to effectively optimize websites, improve their page rank, increase overall consumer visits, and improve conversion rates. A SEO certification badge on your website will also add to your portfolio as an expert in online marketing. Wouldn’t it be nice if the SEO certification were consolidated into one universal exam? Legitimate SEO and SEM marketers could then be recognized as professionals.

By Bob Speyer, Web Success Team

Is Your Brand Being “Heard”?

There’s a new marketing tool in town you should know about. It’s in Beta testing but it is not only free but produces mountains of great marketing information to help you improve your website. It’s called “Heardable.com,” and quite simple it is the easiest and most efficient way to measure how your online brand is perceived, performs and stacks up against your competition.

Just enter your URL in the free tool and you get a Heardable Score in return. The six measurable sub-scores that will help you determine you brand’s success against your competition are:

1) Portable: Is your site optimized for mobile search? The better positioned you brand is to take advantage of mobile, the higher your ranking and site’s effectiveness. Portability is determined by detecting auto redirects for the four top mobile device platforms; iPhone, Android, Blackberry and Windows Mobile.

2) Shareable: Sharing is a reciprocal exchange, giving and getting. Heardable scans for RSS feeds with the more feeds the more you are likely to share content and thus more engaged in social activity. The more you share, the more you will be picked up and shared as well. Social media is all about engagement.

3) Measurable: Does your website have analytics that track, monitor and optimize site activity, including on-page performance, ecommerce and online advertising? A low score would indicate you need to set up more tracking indicators for your marketing efforts.

4) Actionable: Does your website interact with your visitors and connect with them using visitor focused words? A higher ranking is achieved if your website speaks in personal tones to customers, using ‘you’ or ‘your’ as ways to connect with them. A low ranking focuses more on brand information and corporate policy.

5) Sociable: Word of mouth marketing is becoming a major player in brand image and how consumers react through the power of the purse. Make sure you have a brand blog set up with at least a few employees making regular contributions. Set up social accounts on Twitter, Facebook, LinkedIn, Digg and YouTube immediately and participate on a daily basis.

6) Searchable: Ranking in this category depends on search engine visibility, number of inbound links, and local search determinants. Keywords, original content and linkage to your site will improve your site’s performance and searchability.

Facing Down the Competition

Business is all about competing and the goal is gaining market share and customers. Heardable can give you a powerful tool to find the answers about improving your business and achieve web success. It provides you with real time data that you can use to make better marketing decisions, and turn them into an action-based plan backed by indisputable metrics. Your boss wants proof, well show them the stats!

Brand Comparisons

Heardable’s extensive research of category brand leaders mirrors a Heardable Score. This means you can now get the statistical intelligence to help you dramatically improve your site’s performance and take the lead of your chosen category of business. Heardable Category Overviews factor in over one million URLs covering seven critical areas of analysis.

Learn from the Best Brands

The Heardable 100 is a sort of gold standard of online branding. They share with you the best of the best and what makes them tick. Heardable takes the features and functions that these 100 online brand leaders have in common. There are plenty of take-a-way lessons in this batch to give your site that needed marketing boost.

Make Your Website Heard!

In today’s competitive environment, online branding is critical to building your business online. Getting qualified visitors is a marketing imperative. Tools like Heardable are critical in understanding your site’s performance and visibility. The Web Success Team can analyze and optimize your website, increase your Heardable Score to make it ‘Heard’ throughout the Internet. Contact us today for an complimentary analysis of your website and the effectiveness of your online marketing efforts.

Images: from Heardable, Inc.

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!

By Bob Speyer and Kristen Tomlinson, Web Success Team

Text messaging has officially jumped ship from being a high school phase made popular by teenagers to an advertising craze utilized by business powerhouses to promote their brands. SMS stands for “short message service,” and is more commonly known as texting. This type of service can be found on an array of cell phones and allows text messages to be sent from one phone to another or from the Web to a cell phone.

The Coming of Age of Mobile Marketing
Demographically speaking, there are over 2 billion people in the world that own a cell phone, and of that number, 200 million are in the U.S. These figures alone make SMS Marketing very appealing to businesses. There is now great opportunity to target untapped markets for new and existing customers cost-effectively and achieve web success by delivering promotional online campaigns direct to cell. SMS Marketing gives corporations the ability to personalize and customize messages via text. Mobile SMS marketing is a quick, personal, and direct way to publicize products and services, producing real time measurable results.

In Text We Trust — to Promote

SMS allows you to send a variety of promotional materials, such as coupons, daily reminders for upcoming events, specials on products, and emergency alerts with the click of button. This form of direct response marketing is also beneficial because it allows you more personal contact with your clients “one-to-one” and enables you to reach customers anytime, anywhere. SMS Marketing is a great way to let your audience interact with your brand. Notable marketing campaigns include President Obama’s text notification of his pick for Vice President during the 2008 Campaign and the current Red Cross 90-999 Mobile Campaign to raise money for the earthquake victims of Haiti were groundbreaking and very successful.

Valuable Take-A-Ways to Consider

1. Pricing: At present SMS Marketing is new and therefore very reasonable.
2. Branding and Updates: It is a quick and easy way to connect with your customers and potential customers.
3. Captive and Unlimited Audience: Everyone has a cell phone. And they read their messages.

Get Your Slice of the Mobile Pie

With the Mobile Advertising Industry worth at least $1 billion, the informed are positioning to slice up the mobile pie. So now is the time to get in on the action. With Google’s recent purchase of AdMob and news that Apple is buying Quattro Wireless, the mobile advertising industry is fast becoming one of the biggest social media outlets since Facebook and Twitter. SMS marketing is easy, quick, and it falls directly into the palm of your very own hand.