Marketing Opportunities For Local Business

Your Online Business Image (or lack of)

When I need to buy something a little out of the ordinary or find a new professional, I sometimes look in the phone book.  Usually, however, I do a web search to find out more about a local business before calling.  

To me, a serious business makes the effort to market themselves.  Very often, a business I know exists has no web site.  Additionally, as in the case with professionals such as dentists, they are often listed  in a number of professional web directories with no added information about what they do. In addition to having no web site, these businesses have no reviews on consumer oriented sites, and many times are not listed on Google Maps or Yahoo maps. 

There are a numerous missed opportunities where a business can promote itself online with little or no investment.  It is so easy to stand out when nobody else is making the effort.  If may sound strange, but if a business does not have a web site at all, I move on to one that does. Which brings me to my next point. 

Create a positive image on your site 

It can take a lot of work to get someone to visit your web site.  When you do get someone to your site, don't blow it.  Obviously you want to have a nice design, easy navigation, and useful information about your business, but you also need to connect with real people (your customers) in a personal way.

I was searching around for a specific professional (won't say who), when I came across a web site.  Looked nice enough.  I caught a prominently displayed "payment plan" link, so I clicked on it.  I was hit right away with all the things they will do to you if you do not pay them.  They will refer you to a collection agency, not fill out paperwork if you are late, etc.  Wow.  What a downer.  Perhaps this negative tone is best left for fine print or some other paper agreement you provide with a smile in person, after you actually have the customer.

My initial reaction was to see if this professional at least had a kind face before I picked up the phone to call.  I clicked on "meet ______" and there was no photo- just a few notes on where they had done business previously, and what their education was.  Oh well, back to the search for someone I could relate to before having to commit to a phone call.

Web Site Optimization

I have just been reading a new book about optimizing your web site for sales conversion.  In other words, thinking about the things you can do, or not do, to get people to take the right action on your site.  The action might be a simple as filling out a contact form, calling you, or buying something in your store.

Interesting point about sales lead generation and forms.  If you want to get people to contact you, review your contact form and see if you really need to ask all those questions and get all that info from your visitor.  If your contact form is too cumbersome they will just move on.  All that time and money spend that you spent to get your visitor's attention is lost in that moment.  Do you really need their cell phone, fax and best time to call, or simply a phone number?

One of the most important things we all have to remember with our web site is to stay out of your visitor's way.  Don't create unnecessary obstacles to achieving your online goals.