Nancy Cavanaugh of Milwaukee, Wisconsin asks:
I am a web designer at Cavanaugh Interactive who receives the majority of my business via word of mouth. I’ve been a freelance designer for more than 26 years, and in all that time I’ve never seen the economic situation deteriorate so quickly. Because of this, cash flow is poor and business is slow. Is there anything I can do to get attention for my business quickly and cost effectively?
Nancy, you call yourself a “web designer” which doesn’t communicate value to the customer. Lots of web designers make websites that look pretty, but that’s about it.
I notice that at your website, your list of services includes two phrases that communicate great value: “turn more visitors into customers” and “increase conversions and profits,” yet they’re lost on the page and don’t stand out.
Give those more prominent play. Also add free articles to your website that explain more about how you turn visitors into customers and increase conversions. Can you show some examples of sites you’ve worked on?
How about hitting the speaking circuit locally and speaking to business groups about “the 10 worst website mistakes.” Actually give audience members a quiz to take during your presentations and let them “grade” their own websites. I’ll bet some of them that get Ds and Fs will come to you for help.
Who is the ‘Us’ in About Us?
It would be great to have some friendly faces attached to the business – plus some details about their specialties and a link to one of the articles Joan suggests. Even if it’s just you, we want the personal touch…
Ken is right. So many websites I see miss the opportunity to promote the business owner as the expert, either by including a photo, or articles, or “SEO expert” high on the page.
Contact business and nonprofit organizations to offer to speak to their members at no charge. Be sure the presentation adds value — “How to turn visitors into customers” sounds like a good one for you.
Do a good job in presenting it and the members might prefer to have you do the work for them. Upload your presentation to SlideBoom.com (it handles animations best) and you can post it anywhere (YouTube, too) to increase your exposure and expertise.
Make sure the last slide has contact information, services offered, etc.
It seems like your website is lacking a theme. Sure everything is neat and easy to navigate, but what is it that makes your site stand out above the rest?
Also, if your an interactive design company where is all the Web 2.0 stuff? If I can’t Digg you, add you to my RSS feeds, or get your Twitter updates what’s the point of calling your self “interactive?”
Nancy,
I think it is time to hit the seminar circuit. Approach organizations like your local Community College, the U.S. Small Business Administration, SCORE and the local Small Business Development Center. These groups are looking for qualified speakers to do presentations on a variety of topics. Developing a Web site might be one of them. The college may pay you for a continuing education seminar or even developing a course. But the other groups don’t pay, but they attract potential clients, which you need. Basically, you have to be out there more than ever to attract new clients. Also, developing an article on the basics steps on developing an affordable Web site might garner you some local publicity. Good luck!
I may have inadvertantly submitted an incomplete response. So, at the risk of repearing myself, I agree with Ken – some friendly faces on the home page would be good. Also, the graphics, which may have be designed by you, look a bit like good quality clip art – photos would personalize it more. I didn’t see any testimonials from clients, did I miss them. Joan’s idea of articles and tips is also good. If your daily paper has a citizen journalism site, you can submit articles and tips in the business section. Play on your experience – 26 years – that is incredible in such a young industry.
Nancy – the good news is that the money and clients you’re looking for are RIGHT UNDER YOUR NOSE.
Where? In your database.
You’ve been in business for 26 years – there are potentially hundreds and even thousands of clients you’ve worked with. Hooray!
Now is the time to turn to your database and ask for their advice (and not wait for the referral).
” Sarah – I’ve growing my business in this area ______(fill in blank) and I need your advice. You’re someone I’ve loved working with – would you be able to introduce me via email or phone to some other business owners in your circle who need design help?”
You’ll discover your customers love helping out – they just needed a reminder.
Dive into your database HARD – have a customer appreciation event, hold a seminar with someone else to give advice to biz owners on standing out in the crowd etc.
It costs 6-10x more to attract a new customer vs working and growing an existing customer. Now isn’t the time to give up on referrals.
Now is the time to HEAT THEM UP!
Good luck lady!
Kim Duke
http://www.salesdivas.com
A web designer’s site should say to me – “Wow! I know what I’m doing and how to sell your business because I’m doing it on my site.” My first take on your site is – “too much to read, no bullet points, I don’t have the time to wade through and find what I want and I don’t want my site to feel that way to my customers.” Make sense?
Hi, Nancy. The purpose of the first page above the fold is to connect with the visitor. Instead of the two graphics in the middle column (which are totally impersonal and not valuable enough to be near the top of the home page), consider some text that addresses the issues potential website owns have and show how you can make their life a lot better.
What does your target market want? Need? Fear? Address these and show how you can make a significant difference.
I’d love to see a portfolio of your work. Links alone are fine. I’d love to see more on a separate page about you all. The more you can describe yourself as well rounded, the better. People want to relate to you. In addition to work portfolio, provide anything you’ve done that’s considered community service…volunteering as a coach for any number of kids’ sports, at food banks, for other nonprofits, as a Sunday School teacher, etc. Any sports like running, hobbies, what are you an advocate for…Paint a good picture of yourself and it will make you more human and approachable.
The About Us you have on the home page isn’t really what people want and expect…it’s more who we are and what we do, but about us should be about you and your business experiences, community affiliations, and other interests. It’s also a good way to build credibility, which is vital.
You can personalize your site more without making it look tacky or unsophisticated. You’ve got to engage those needy visitors…you can do it!
Lots of great advice you’ve received. All add my $50 worth.
First, if you want to make money drop the link on the home page to NFP.
Next, who the heck is your niche? I can’t figure out if you could help me or not? In an effort to “get more” clients, many business owners thing, erroneously that helping more people will get me more business — that’s a lie. Helping fewer people who are your ideal clients or helping more people who are in your niche will help you get more business.
Other:
Not sure why but the page is 1/2 inch too wide and I must move the page over to see all of it; make that go away.
Doesn’t seem to me that you are not a web designer — a website communications company? Maybe you’re a Creative Webmaster? or Creative ____?
You seem to offer one-stop solutions — don’t see that said anywhere.
Love it that you have a phone number and easy to use contact page and that I can easily drive to your shop — well if I were in your area that is 🙂 . You might want to list your hours of operation (for phone calls) or such.
I think there are too many links on the top of the page. I have to keep going to the top of the page if I want to see more. A good fix for this, is on the bottom of each page, tell me “what’s next” and give me, in addition to contacting you, the next page you want me to visit to learn more about your company, etc.
Oh.. well, I’ll continue.
One of the three sections on the page should look differently than the others. Maybe make the middle section wider so I know it’s the content area.
Give me as many paragraphs in 2-3 sentances max, and add some bullets throughout to chop up the paragraphs.
Remove the spam from the presentation; and instead of what’s new; make it (the presenation) stick out more on the site. And add an ezine subscribe area to the page it’s on.
You post just like you did and people like me will find you – send me an e-mail – I am in need of a hotshot webdesigner and since I understand techie people – your website will not scare me – but your work should wow me – since I my customers need wowing – jansimpson11@gmail.com. Scary –
Good job –