How A Website Can Benefit Your Small Business

It is not uncommon for small business owners to resist developing an online presence for their business. The prospect of creating and maintaining a website can seem like a hassle to owners who juggle many different responsibilities. However, in today's world having a website is vital to business growth and customer relationships. 

Your business's website does not need to be elaborate or complicated. Start with a couple of pages that describe your business - the services and/or product you offer - and your contact and location details. Purchasing a domain to host your website should only cost a few dollars annually and provides a permanent space on the web for clients and future clients to learn more about your business.

Benefits of building a website for your small business:

1. It acts as a sales tool. Your website is a place for consumers to learn more about your product and/or service. This online platform will allow you to share trusted information about your business and create compelling calls-to-action which can incentivize consumers to make a purchase. It can even serve as an online marketplace for customers to buy your product or service and expand existing sales opportunities.
2. Your business's visibility increases. With the growing popularity of online directories, more and more consumers are doing their research online before making a purchase. If your web presence is non-existent, there is less chance your business will appear in search results. With an online footprint, you strengthen your reach and become more discoverable to potential customers when they conduct searches.  
3. You enhance credibility. Because consumers are deliberately decision-making online, having a website enables you to share carefully curated information about your business. You are in control of the message the consumer receives and in turn, they can trust that the data they find is legitimate.
4. It means you can capitalize on less expensive and free forms of advertising. Printed media, TV, and radio can be pricey. Your website will be a relatively minimal investment and provide any information you want to share with clients and prospective clients.

To learn more about how to create a website for your business, see our tips here.  

For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and LinkedIn.

Why Simple Website Designs Just Work

Written by: Christian Habermann Founder; Auctus Marketing

"The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” - Steve Jobs 


Ever wonder why we all seem to just love simple homepage designs or simple designs in general? I was pondering this the other day as I was looking at some of the furniture in my apartment. When my father was retiring a few years ago, he offered me a desk that he had in his office for many years. It was actually an architect’s drafting table and I loved it ever since I first laid eyes on it. The design of this table is true simplicity. It is very basic and plain. Essentially, it’s like a coffee table or a desk, but with very long legs. I was thinking, what really has drawn me to this table or other things in my life that are designed with no thrills, but with just simplicity and grace.

Take for example my Apple laptop, which is a MacBook Pro I adore like so many million others around the globe. Its design shares many of the similar attributes and aesthetics as the architect’s table if you think about it. Their designs are simple, symmetrical and balanced. Many of my most favorite sites on the web share these similar characteristics as well. Why do we seem to like things that are designed with balance and order? It seems like we are drawn to things that have these traits right? For example, in website design its no surprise that some of the top revered sites in their respective vertical (e.g. Google, MailChimp) present a very simple design and message. Now I have to profess that I am not a psychologist, sociologist or PHD in design, but it is intriguing how many of us around the globe from different nationalities and cultures gravitate toward these simple and balanced designs. In fact, why we love simple designs and proportions that have symmetry might in fact just be a part of us it turns out. 

For more than 2,000 years, philosophers, mathematicians and artists have marveled at the unique properties of the “golden rectangle”: subtract a square from a golden rectangle, and what remains is another golden rectangle, and so on and so on — an infinite spiral. These so-called magical proportions (about 5 by 8) are common in the shapes of books, television sets and credit cards, and they provide the underlying structure for some of the most beloved designs in history: the facades of the Parthenon and Notre Dame, the face of the “Mona Lisa,” the Stradivarius violin and the original iPod. 

note: Golden Rectangle image experiments going back to the 19th century repeatedly show that people invariably prefer images in these proportions, but no one has known why.

Then, in 2009, a Duke University professor demonstrated that our eyes can scan an image fastest when its shape is a golden rectangle. For instance, it’s the ideal layout of a paragraph of text, the one most conducive to reading and retention. This simple shape speeds up our ability to perceive the world, and without realizing it, we employ it wherever we can. Website design is no stranger to this as well. Just think of all the golden rectangles that make a website truly stunning. I would argue that more simple a site’s layout and overall design is, the more we are able to capture these so called magical proportions that appeal to us so much. 

So the next time you are designing a homepage for a client or your company, try this exercise out. Try to keep the design, the message and the overall functionality as simple as possible. Take a step back and simply look at the page and see if you really need all that copy or links. Are you just trying to fit in too many messages and the end result is clutter? This is very common and rarely works. I encourage you to look at great sites like MailChimp, Google, AirBnB and of course Apple that are simple. Their raw simplicity makes their functionality seem so intuitive. This is a great goal to have and is well worth it. Remember, less is more. 

Now, let’s take a look at a common homepage layout for many B2B companies. As one can see there are many golden rectangles in the overall layout of this design, but when you step back it’s clear that these shapes are not in harmony. They are really creating visual dissonance. With that being said, B2B websites are often achieving a somewhat different goal than B2C sites, but at the end of the day, all of these sites want their visitors to simply understand their concept and move them as effortlessly as possible to a sale. 

When Steve Jobs was growing up in California he was heavily influenced by the simple home designs that were ubiquitous in his region. Inspired by Frank Lloyd Wright’s vision of simple modern homes for the American “everyman,” developers such as Joseph Eichler and his imitators built houses that featured floor-to-ceiling glass walls, open floor plans, exposed post-and-beam construction, concrete slab floors and lots of sliding glass doors. Jobs said a while back when being interviewed while walking around his old hometown “Eichler did a great thing his houses were smart and cheap and good. They brought clean design and simple taste to lower-income people.” His appreciation for Eichler-style homes, Jobs said, instilled his passion for making sharply designed products for the mass market. “I love it when you can bring really great design and simple capability to something that doesn’t cost much,” he said as he pointed out the clean elegance of the Eichlers. “It was the original vision for Apple. That’s what we tried to do with the first Mac. That’s what we did with the iPod.” So perhaps my love for this architect’s drafting table is somewhat similar to Job’s affinity for the Eichler homes. Without a doubt, it is apparent that like so many around the globe we both love and appreciate simplicity in design. So let this be a simple reminder that you can do more with less. Try it out in your next design and see what happens.

Five Steps to Building an E-Commerce Site for Your Small Business

Expanding your business into the world of e-commerce is a huge step. It can be expensive, time consuming, frustrating and at the same time, the most rewarding adventure you’ll ever take!  If done properly, a world of customers await your product or service. On the other hand, if done in haste, it can have negative financial consequences.

Here are five steps to help build an e-commerce site:

1. Start with a plan:  Have a 3-year business plan before you get started, and update the plan as your business changes and grows. Local organizations and online webinars are available to assist small business owners with the development of a business plan.

2. Name your site:  Creating a website is a primary goal for any e-commerce business. However, before you get that far, you need to name and register your website. Choosing a name can be hard; it has to be unique, reflective of who you are and what you are offering, while being catchy and memorable.

3. Assemble your pages:  You’ll need pictures and descriptions of your products and services to display on your site. There are copyright laws for pictures and content on the Internet, so be very careful when using anything without permission; fines can be very costly.

4. Setup Payment Processing:  Once your web site is active, you need to be able to accept payments for your products or services. Choosing a credit card processing company and possibly opening a PayPal account are good options for processing payments. Before you start taking credit card payments, you need to make sure you are Payment Card Industry Data Security Standard (PCI DSS) compliant. This means you are able to protect your customers’ credit card information. Online merchants are prime targets for data thieves. If data is stolen and it is your fault, you can incur fines or penalties and may even lose your right to accept credit card payments. Most processing companies take care of this for you, but research ahead of time to avoid issues.

5. Start marketing:  The most important part of the e-commerce puzzle is being found. There are many ways to help customers find your site, but most of them involve paying for advertising. Over time, your site will show up naturally in search engines, but the top positions can be purchased (known as pay-per-click). Writing articles and blogs with links to your products is also a free way to increase your relevance online. Lack of a good marketing strategy is the biggest pitfall to an e-commerce site. Spending money that doesn’t turn into sales can sink a business. Constant testing of ads and writing information that readers are interested in will continue to build strong foundations for a successful e-commerce sites.

Website Design Services

The Internet is a huge resource for consumers so it’s important for businesses to have a strong presence on the web to attract customers and market their brand. If your business is looking to set-up or revamp your website, you may need website design services to provide the right tools. Use these tips as a guide when searching for web design services.

Tips for Hiring Website Design Services:

Determine Necessary Functions.  Think about your business and determine whether your website needs a specialized design or if a simple template will be able to do the job. Keep in mind how your website will be used by your customers. Ask yourself if the website will need to function as an online store or if the website’s sole purpose is to market the business.

Do Your Research.  Ask co-workers and other professionals to recommend web design businesses. Check out businesses at bbb.org to read reviews or complaints. Find out how long the web design service has been doing business and what types of websites they have designed.

Check Out Their Portfolio.  Explore the websites in their portfolio. Make sure the websites convey the proper message for the specific business and the website is user-friendly. If you don’t feel like the website professionally portrays the business, you may want to look into different website designers. Be sure the website incorporates the latest marketing trends and tools. 

Request References.  Request a list of references from the website design business and ask to contact previous customers. Ask the references if the business is reputable and if they were completely satisfied with the services provided. Check to see if the references are still using the design that was shown in the portfolio.

Understand Costs.  When working with a budget, especially a limited budget, it’s important to get the best value for your money. When checking out web designers, look at what the designer is able to provide you. Although one designer may be cheaper, they may not be offering as much value for your money as a designer who is a little more expensive.

Be Sure You're Comfortable.  The web design business should be easy to work with and you should feel comfortable telling them your ideas and opinions since you’ll be working together on the job. Be sure there is always a way to communicate so you are able to get the website you desire.

Is Your Digital Marketing Outdated?

Businesses worry about keeping their computers up-to-the-minute. But what about your digital marketing strategies? Are they older than Windows 07? 

Here are 5 quick tips to keep in mind:

Dos:
1. Do your homework. Know that people only skim digital marketing, moving their eyes in an “E” or “F” pattern—not the older “Z” reading formation. 
2. Do give the reader visual stepping stones: subheads guiding the eyes to points of relevance in descending order. 
3. Do use sidebars, quotes, or graphics to break up large chunks of text. 
4. Do keep in mind that your website needs to reflect what your customers want to learn—not what you want to say. 
5. Do link to something your visitors will find valuable.

Don'ts:
1. Don’t assume email is the same as direct mail or that people are itching to read it.
2. Don’t treat your website like a brochure, with long sentences, long paragraphs, and no subheads. 
3. Don’t fill your company blog with irrelevant personal anecdotes and lofty pontifications. 
4. Don’t build the top of your marketing page around a pretty, generic image that has little to do with your business or your customers. 
5. Don’t clutter the top of your website by cramming too many elements into it.

What other tips do you have?

Five Steps to Building an E-Commerce Site for Your Small Business

Expanding your business into the world of e-commerce is a huge step. It can be expensive, time consuming, frustrating and at the same time, the most rewarding adventure you’ll ever take!

Here are five steps to help build an e-commerce site:

1. Start with a plan: Have a 3-year business plan before you get started, and update the plan as your business changes and grows. Local organizations and online webinars are available to assist small business owners with the development of a business plan.

2. Name your site: Creating a website is a primary goal for any e-commerce business. Before you get that far, you need to name and register your website. Choosing a name can be hard; it has to be unique, reflective of who you are and what you are offering, while being catchy and memorable.

3. Assemble your pages: You’ll need pictures and descriptions of your products and services to display on your site. There are copyright laws for pictures and content on the Internet, so be very careful when using anything without permission; fines can be very costly.

4. Setup Payment Processing: Once your web site is active, you need to be able to accept payments for your products or services. Before you start taking credit card payments, you need to make sure you are Payment Card Industry Data Security Standard (PCI DSS) compliant. This means you are able to protect your customers’ credit card information. Online merchants are prime targets for data thieves. If data is stolen and it is your fault, you can incur fines or penalties and may even lose your right to accept credit card payments. Most processing companies take care of this for you, but research ahead of time to avoid issues.

5. Start marketing: The most important part of the e-commerce puzzle is being found. There are many ways to help customers find your site, but most of them involve paying for advertising. Over time, your site will show up naturally in search engines, but the top positions can be purchased (known as pay-per-click). Writing articles and blogs with links to your products is also a free way to increase your relevance online. Lack of a good marketing strategy is the biggest pitfall to an e-commerce site. Spending money that doesn't turn into sales can sink a business. Constant testing of ads and writing information that readers are interested in will continue to build strong foundations for a successful e-commerce sites.

Building a Facebook Page That Works to Your Business' Benefit

Social media has become a dominating force in the eyes of today’s consumer. From YouTube to Facebook, consumers are turning to social media sites now more than ever to get more deeply connected to a business.

A Facebook page can serve as an eye catching way to lure in potential customers – if used correctly. Making sure that your website is up-to-date and fresh is the first step to having a solid, successful Facebook page. Don’t make the mistake of having your Facebook page serve as your only online presence. An eye catching Facebook page is a great way to complement your business’ website.

BBB recommends the following to small businesses that are looking to grow their Facebook presence:

Keep your page fresh, lively and interactive. When posting to Facebook make sure to keep your audience in mind. What would they like to know and what do they need to know? Are you offering any special deals, rewards or promotions? All comments should be kept positive and sincere. Consider polling your audience with a question of the day or week to keep them engaged and feeling valued. 

A picture (and video) is worth a thousand words. Make sure to keep the communication light and avoid talking at your audience. Try mixing it up by adding pictures and videos with fun,telling captions to reel in your audience. 

Spread the love. By becoming fans and “liking” your business partners, vendors and sponsors, you can not only grow your own constituency, but gain more eyes on your work. 

Share the wealth of knowledge. Informative postings that are in-line with your business are a great way to show your followers that you are up-to-date and keeping with the trends of the industry. 

Guest Blog: How Can Unique Website Content Help Your Local Business Succeed Online?

Creating unique website content is a crucial aspect of any local internet marketing campaign. Google and the other major search engines are geared toward custom web content that is well-written, compelling, informative, and addresses issues that your audience cares about. There are many ways to do this, and when you are writing in different online settings (such as blog vs. social media), you need to have the ability to modify your approach based on the medium you are writing for.

Let’s look at how to develop unique website content in each of the most common settings:

Blog: For years, writers have created blog content primarily for search engines rather than people. While proper keyword selection and careful placement within a post is essential, you really need to focus on providing a valuable resource for current or potential clients. A successful blog should not only educate the audience, but also entertain them. Think about what you would want to read! Providing the most up to date, relevant information with links to reliable sources in a concise way is the way to write online content today.

Press Release: Press Releases are a great way to get your content out there via online media publications. This writing must be headline-grabbing and newsworthy above all, and you must provide citations to established news sources.

Website: Your website is your online persona. It not only pushes your brand image, but it also gives potential and current clients the information they need to make a decision on your product and/or service. While you want to keep your website clean and streamlined it is important that you are creating content that addresses the following areas:
1. Education on a problem: What is the need?
2. Education on the solution: How can your product/service meet this need?
3. Education on your product and/or services: Let visitors in on your process and what they can expect once they buy from you.
4. Information about your company: What is your business all about? You want clients to feel a connection with your business, as it helps them make a decision about whether to go with your services.
5. Contact information: Make sure the potential or current client has easy access to your contact information (Company name, physical address, phone number, email contact).

Social Media: This is a concise but effective form of content writing. You want content that is not only drawing readers, but resonating with them to the point where they want to turn around and share your content within their networks. Use your language skills to engage readers with short bursts of content that will grab their attention. Asking a question is one of the best ways to get readers involved.

Create Custom Web Content Using Your Unique Perspective
The best tool at your disposal is your voice as a writer. Don’t try to write like someone else. You’ll end up fighting against your personal writing style, which makes your job that much more difficult. Above all, you need to dig deep and articulate what you feel is most compelling about the subject you are presenting. You don’t need to be interested in everything you write about, but you do need to be able to understand and convey the most important aspects of a given topic.

Developing these skills will help your writing and your ability to create unique web content for any local marketing campaign.

Ryan Paul Adams is the CEO of PME 360, a BBB Accredited Business since 2012. 

Writing a Privacy Policy for Your Website

Online privacy policies have taken center stage as social networking sites and search engines have recently come under fire for sharing user information. Even if you think your business is too small to merit a privacy policy, the Better Business Bureau advises that if you have a website, you will benefit by having a comprehensive privacy policy.

When drafting your website’s privacy policy, BBB recommends using simple language to answer the following five questions:

• What information do you collect? – Outline the types of personal information that you collect from customers. This includes home address, e-mail, phone numbers and credit card numbers.
• How do you collect the information? – Disclose how data is being collected to show you have nothing to hide.
• How do you use the information? – Include background on how you share customer information with third parties such as to process orders.
• What control does the customer have over their personal information? – Customers need a way to contact your business and control their personal data. Plan to include a direct phone number or e-mail address that customers can use to manage their information.
• How do you protect the information? – Explain how you protect customer data including, but not limited to, website encryption, limiting employee access to sensitive customer data, and server security.

Your business is unique and your privacy policy should reflect that.  Seek legal guidance before you finalize your policy. You are legally liable if you fail to abide by your privacy policy statement or if the statement does not comply with local and national laws.