Some clients don’t want to start over. They ask me if I can work with what they already have. I don’t mind helping small business owners save money by upgrading their existing site but often this requires a mini-makeover.
The three main areas I get the most requests to “upgrade” are adding a content management system, integrating a widget, and search engine optimization.
Content Updates
Most small business owners want to be in control of their site’s content. There is something unsettling about not being able to access and update the content on key pages. They don’t want to rely on a third party’s schedule or have to double check their work. Perhaps they didn’t see the initial value a content management system provides and put it off for later. One or two years later (that is a millennium in web years) they revisit the site’s content with fresh eyes.
More often than not, changes needed to be made months ago. Over time, these changes start to add up into one huge task. When it gets to this point, site owners revisit the entire site with discrimination and want to update almost every page. Because they have waited so long to do it, they get nervous and need it done almost instantly.
The frustration of of getting backlogged and time-consuming review of changes can be avoided if a content management system was available from the beginning.
There are many varieties of content management systems, some are hand programmed by the developer while others are “products” that are purchased, installed, and integrated with the site’s content. There is also a really simple option. This is a module that enables text to be edited through the browser without pulling and putting the text into a database. This saves on development time because very little programming is required. It is also one of the most affordable ways to manage a site’s content. However, implementing this from the beginning is key; it will save the business owner more money and time down the road. Work does not need to be redone and changes to the site can be made instantly in-house.
Integrating Widgets
Widgets are web applications that enhance the functionality of a web page. They can be as simple as a calendar, document management system, video sharing, news feeds, maps, etc. If you have a Facebook account, you have seen all the widgets you can install to increase the basic functionality of your profile page. I have bookshelf installed, it allows me to feature all the books in my personal library on my profile page.
Most widgets are easy to install, run on a different server other than the web site’s host, and are shared. Sometimes this means the information you bring into your site has content added to it by multiple users who also have the widget. It can also, like in the Facebook example, be a module that only I update. A custom Google Map can be shared on multiple sites through the same technique.
Widgets can really enhance your site’s curb appeal. They can be fun, instantly add more relevant content, and are an inexpensive way to expand the functionality of your site.
Search Engine Optimization
Every small business owner wants to have a virtual presence. That is why they develop a web site. Some are not convinced search engine optimization (SEO) will help them attract new clients or employees, while others are convinced optimizing their site will bring them thousands of new clients.
SEO is a three-pronged approach. It involves: page content and keywords, marketing effort, and valuable content. You cannot do only one of the three and expect to get miraculous results.
Page Content and Keywords
Every page on your site can have keywords and a page description for search engines. These items should match the content on the page. Every image should have a descriptive tag. The content on the page should not be in Flash but live text and well written.
Marketing Effort
Every piece of collateral should have your web site address on it. Your marketing plan should include at least two internet related activities to get visible on the web outside of your site. These can include writing in a blog that is linked to your LinkedIn and Facebook accounts. Writing articles and publishing them to EZine web sites. Writing and responding to posts on discussion forums. The more you make an appearance on other web sites, the more visible you become to search engines.
Do not randomly post shameless plugs on third party web sites. This will work against you. Rather, offer useful advice or feedback and write articles that are not sales letters. This content will help to boost the visibility of your business online. It is an important prong many small business owners do not do.
Valuable Content
I have only been blogging for two weeks. My intention is to offer valuable content to small business owners, planners, and real estate professionals on my site and industry specific sites. This blog has provided me an opportunity to add value and relevance to my site in my own voice. It is not a sales letter, a shameless pitch, or driven by the desire to overly boost my search engine rankings. It is a platform to provide free insight and create an ongoing dialogue with anyone who wants to respond.
Your site’s content should include a mixture of content. Your site’s main pages can be written in a more formal voice than your articles or blog, as long as you offer value to your site visitors.
Often SEO techniques do require a micro-makeover but can really increase your visibility online. Widgets can be fun and make your site “sticky”. Content management system sounds like a scary word but will make editing your site a breeze. Upgrading can be really fun and boost your bottom line.
Tags: marketing, marketing web site, search engine optimization, widgets
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