The Consumer Needs Every Site Must Meet

There’s a lot that goes into creating a strong Web presence. In fact, yesterday I shared a number of local search-inspired infographics which covered the many, many things we SMBs have to worry about. Stuff like getting reviews, building links, earning citations, being mobile-friendly, and, of course, the social media elephant. But there’s one area that’s even more important than all of those in the eyes of your customers. And, oddly enough, it’s the only real part of your presence that you have complete control over so you’d be wise to take advantage of it.

What is it? It’s your Web site.

Earlier this week, Myles Anderson wrote a great piece for Search Engine Land about the key to converting local consumers to customers. In it, Myles argues that the key to boosting rankings is simple Web site improvements.

Actually, it’s really, really simple Web site improvements.

In an environment where it’s all too easy to chase the next big thing or make things more complicated than they need to be, Myles post reminds us that sometimes our customers’ needs are pretty simple. And that’s pretty awesome.\

To find out what IS important to local consumers, Myles’ company ran a short survey with their local consumer panel and asked them their opinion on four questions related to local business Web sites. You can read the full findings over at Search Engine Land, but I wanted to share a small snippet. To read about all the findings you’ll have to go read his piece, however, I wanted to share one questions

When asked what information is MOST valuable on a local business Web site, the responses shaped out like this:


Hear that? Consumers are on your Web site most looking for

  • Pricing information
  • Your list of services
  • Contact information
  • Your address
  • Driving directions
  • Testimonials

That’s it. Sure, the social profiles and the fancy site features may be nice, but when it comes to really converting a local consumer, the above information is what they’re really after. They’re looking for the basic and most essential information about you so that they can get off your site and make a purchase in your store.

As we head in 2012 with those long To Do lists, keep that in mind. Take a look at your Web site and make sure you’re taking care of those core needs and information points.

If a consumer landed on your site today would they be able to find clear information about your products and your business? If not, then you need to change that. Because all the mobile-friendliness and social media won’t help you if your Web site doesn’t address the questions that a customer would have about your business.

From Small Business Trends

The Consumer Needs Every Site Must Meet

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Who Needs Government? 5 Places That Have Little to None

 

While a most of us are relatively unhappy with some of the stuff governments do — charging taxes, banning fun things and messing with our guns — we all kind of agree that it’s a necessary evil for a functioning society.  But despite our politicians breathlessly proclaiming that the government needs to take action NOW to keep the gays from taking over or healthcare from becoming unaffordable, there are a few places on Earth with little to no government at all.  Some are war-torn hellholes, but some get along just fine with little more than a modest body maintaining basic services. 
 

Western Sahara

 

 

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Western Sahara is a delightful little slice of nothing that nonetheless confirms our belief in the savage, violent nature of man by being the subject of bloody dispute for decades.  Located just south of Morocco (on some maps it’s just grouped as part of Morocco), Western Sahara was a Spanish colony until the latter half of the 20th century.  When Spain handed over controls of the country to a referendum, pretty much all hell broke loose as Morocco, Mauritania and the indigenous Sahwari battled for control of the country.  Mauritania eventually gave up its claim, and today the Sahwari control only small slices of desolate land.  They subsist mostly by herding camels, an increasingly dangerous activity as the Moroccan army takes delight in placing land mines across their herding lands.   

Morocco has meanwhile turned the pieces of the country they do control into Potemkin Villages, heavily subsidizing basic goods, fuel, housing and business that choose to relocate there.  Which is strange, because just about every level-headed economist agrees that Western Sahara is a desolate wasteland that Morocco could never turn into an economic generator of wealth.  

The result is an area  that is considered one of the most sparsely populated on the planet, existing without a single effective central government. It’s one of 16 countries on the UN’s list of Non-Self-Governing territories — the rest of the countries on the list are places like the Virgin Islands and Bermuda.   

Antarctica

 

 

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As one of the few places on Earth that lacks anything resembling a government, Antarctica is of course going to make it onto this list (also the list of commonly misspelled words—there’s a “c” after the “ar”).  While we’d like to think that, in the latter half of the 20th century when serious Antarctic exploration was getting under way, humanity was enlightened enough to avoid another bloody war over a slice of desolate territory.  The truth is, we finally found a continent so desolate, no one was willing to fight over it.   

Though several countries made claims to Antarctica, and the continent does in fact possess natural resources, pretty much anything resembling “land” sits below a kilometer or two of solid ice.  New claims to the continent are outlawed under the Antarctic Treaty System–the system of agreements governing the use of the continent.  The treaties also outlaw military presences, nuclear weapons and all other manner of things that conservatives love and Greenpeace hates.  The only semi-permanent residents are scientists researching topics as varied as geology and physics.  In fact, the treaty system specifically designates Antarctica as a “natural reserve devoted to peace and science”.  Or, in layman’s terms “Wow, it’s cold down there, let’s just give it to the nerds.” 

Somalia

 

 

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You might have seen Somalia in the news recently owing to their badass pirates and the even more badass Navy SEALS who shoot them in the head.  Well part of the reason Somalis have turned to the high seas for resources is because their country has been completely and repeatedly torn apart by war, famine and unrest.   

As a result, Somalia hasn’t had anything that could be respectfully called a government for two decades.  A transitional government controls small parts of the country and capital, but the average Somali has reverted to old-school methods of government: tribal, familial, Islamic, whatever’s the latest hot new trend in third world anarchy.  A referendum in 2012 is supposed to begin the arduous process of getting the country back on track, let’s hope they’re able to reverse the effect of the worst famine in recent memory and the death of over 300,000 in fighting.  Perhaps one of the biggest ironies here is that Somalia was once a somewhat well put together nation, it’s capital Mogadishu at one time was referred to as the “White pearl of the Indian Ocean” 

Belgium

 

 

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Belgium is comprised of two major communities: the French-speaking Walloon to the south, and the Dutch speaking Flemish to the north.  Like most groups in Europe that speak two different languages, they cannot agree on anything.  Specifically, they went almost two whole years without a government before forming one just this December.  The Franocophones and Dutch set a new world record at 541 days without a coalition government, and they didn’t even have gays and abortion to argue about. 

So why don’t the two regions, whose differences have forced more than a few government shut-downs, just split up and annoy 6th grade geography students and mapmakers alike?  Well the simple answer is “because money”.  The wealthy Dutch regions would like nothing better than to split, while the poorer southern francophone regions don’t want to miss out on those sweet, sweet Dutch tax dollars.  If about now you’re wondering why you don’t associate Belgium with violent, godless, anarchy, it’s because a “caretaker government” has been in place for the past year and a half.  They’re sort of like the baby-sitter of governments, they’re allowed to maintain basic services, but they’re prohibited from calling their boyfriend or passing controversial legislation. 

Nutbush, Tennessee

 

 

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Boasting a population of a whopping 259 people and one of the most “holy wow did a third grader who just learned how to swear come up with that name”-names in the country, Nutbush is one of many unincorporated areas in America.  Basically, America is huge, and a lot of communities were deemed too redneck to bother turning into a city.  Before you start packing up your bongs, multiple wives, and copies of Atlas Shrugs, all “unincorporated” means is there is no local government in charge of Nutbush.  They are still technically supposed to obey the laws of the county, state and country. 

Unincorporated areas are so common, especially in newer, less settled countries that it’s actually faster to name the countries that don’t have any unincorporated territory.  Pretty much all of northern Australia is unincorporated, presumably because Canberra decided that anyone crazy enough to move to the outback didn’t really deserve a town. 

Coming back to America, Nutbush is perhaps the only unincorporated area that will come up in conversation outside of talking with a property lawyer desperately trying to make his job sound interesting.  This is due to it being the birthplace of Tina Turner, that lady who’s — depending on your age — is either famous for her soulful renditions of “A Fool in Love”, “Beyond Thunderdome”, or for being the punchline of every joke about domestic abuse made since 1993.


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What Really Needs to Happen to Create Jobs?

The most recent June employment figures were disappointing, to say the least. But does the blame for feeble job growth lie with business, or with government? Currently, while both sides seem to agree on a lot (at least in theory), there’s a lot of finger-pointing going on and not a lot of action.

The Jobs for America Summit 2011, held at the U.S. Chamber of Commerce earlier this month, illustrates the divide. The U.S. Chamber of Commerce recently released a survey of its members that puts the blame for lackluster job growth at Washington’s feet. The vast majority (84 percent) of surveyed members think the U.S. economy is on the wrong track, and 79 percent believe Washington should get out of the way of small businesses, instead of offering a helping hand (14 percent).

downtrodden businessman

At the Jobs Summit, CNNMoney.com reported, Chamber President and CEO Thomas Donohue explained the organization’s ideas for helping create jobs. Among the policies the Chamber supports are:

  • Passing pending free trade agreements with South Korea, Colombia, and Panama
  • Reforming current visa rules so it would be easier to hire skilled workers and others from overseas
  • Invest in infrastructure
  • Boost domestic energy production
  • Promote travel and tourism
  • Easing government regulations, in particular the permitting of new projects

OK, so what does Washington have to say about job creation? The President’s Jobs and Competitiveness Council, comprised of 26 private-sector leaders led by GE Chairman and CEO Jeffrey Immelt, has been tasked with coming up with ideas to accelerate job growth and make the country more competitive. In June, Immelt co-authored an op-ed piece in The Wall Street Journal laying out the recommendations the Council had come up with in its first 90 days:

  • Train workers for today’s open jobs. “The private sector must quickly form partnerships with community colleges, vocational schools and others to match career training with real-world hiring needs,” Immelt wrote.
  • Facilitate small-business loans.
  • Streamline permitting so job-creating construction and infrastructure projects can move forward.
  • Boost jobs in travel and tourism.
  • Put construction workers back to work by having both public and private sector employers step up to make buildings more energy-efficient.

Long-term recommendations, which the Council will be fleshing out in the next 90 days, include:

  • Focusing on fast-growth companies and small business
  • Making America more attractive place for high-tech services and manufacturing jobs. Accelerating foreign direct investment in the U.S.
  • Improving infrastructure
  • Visa reform to enable more high-skilled immigration

I see a fair amount of overlap here, don’t you? In fact, the White House issued an executive order in July requiring agencies to remove outdated regulations that are hampering small businesses.

So what’s holding things back? At the Summit, CNNMoney reports, Immelt took business to task for failure to act:

“The people who are part of the business sector, the people in this room, have got to stop complaining about government and get some action underway. There’s no excuse today for lack of leadership. We all need to be part of the solution.”

But Donohue fired back. “Can you blame these businesses?” he told the audience. “They don’t know what’s going to hit them next, and that’s what worries them the most.” Almost half of all respondents to the Chamber survey said uncertainty about U.S. economy is one of the top three important challenges facing their businesses, and 55 percent cited it as their biggest obstacle to hiring.

What worries me the most? I see a whole lot of recommending and not a lot of action. Small businesses are all about action, and I think it’s time for businesses – large and small – to start moving forward again.

From Small Business Trends

What Really Needs to Happen to Create Jobs?

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Chart of the Week: Are Small Business Borrowing Needs Being Met?

The National Federation of Independent Business’s (NFIB) survey of its members has shown an improvement in the satisfaction of small businesses’ need for credit in recent months. In April, the difference between the percent of small business owners who reported that their borrowing needs had been met over the previous three months less the share who reported that their credit needs had not been met hit 20, which is better than the difference of 16 seen last November.

But before anyone gets too excited about this improvement, I want to point out a couple of negatives about the current borrowing situation. First, even though the NFIB small business borrowing needs measure is above the post-2007 nadir of 15 seen last June, it is nowhere near the difference of 35 seen in February of 2007 before the recession and financial crisis hit. So we have a long way to go before we have small business borrowing needs being met the way they once were.

Second, just a couple of weeks ago I pointed out that the NFIB data were suggesting that credit may become tougher for small businesses to get over the next several months. If that happens, small business borrowing needs will be less well satisfied in coming months than they are right now.

Third, and probably most important, we don’t know how much of the satisfaction of small business borrowing needs is coming from weak demand for loans. With sales of many products and services still weak, and relatively few small businesses expanding, many small business owners are asking for smaller loans and lines of credit than they did before the recession. As a result, the decent showing on the satisfaction-of-small-business-borrowing-needs measure might be coming from the weak economy triggering less demand for small business loans, not a greater willingness of creditors to lend.

Source: Created from data from the NFIB's Small Business Economic Trends

From Small Business Trends

Chart of the Week: Are Small Business Borrowing Needs Being Met?

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PowerPoint Slide Needs Work

business cartoon

A while back I was asked to give a presentation about cartooning and I had to learn PowerPoint.

You see I went through school before PowerPoint became commonplace, and most of my later sales jobs were in decidedly low tech fields. And now, despite earning a living selling cartoons to make boring presentations bearable, I’d never actually opened the program a single time.

So I spent a good week researching ideas, looking at techniques, and watching video. After some practice, I performed my talk for my wife who noted that I had a few slides that needed work, including one that was an incomplete continuation of several previous slides that read simply “more goes here.”

The above cartoon came pretty soon afterward.

From Small Business Trends

PowerPoint Slide Needs Work

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With Social Media, Who Needs Talking?


Image: Geek and Poke


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CopyPress: A New Model for Outsourcing Your Web Content Needs

Recently I got a press pass to attend the BlueGlass online marketing conference in Florida.  One of the highlights of my visit was a demo of a new product called CopyPress.

Copy Press is an outsourced content-creation service for online content.  If you need content created for a blog or  website, or a white paper or other use, CopyPress streamlines the process of commissioning that content.

CopyPress writing servicesHOW COPYPRESS WORKS

As a customer of the service, you go to the CopyPress website and order the content you need.  Then CopyPress finds the writers and manages the process from start to finish.  Eventually the content is delivered back to you via the CopyPress Web platform in a variety of formats ready for you to download or publish to your own website.

As a customer, you place your order, pay for and receive your ordered content online. But behind the website, there are still human beings — writers — delivering a creative service.  This is not machine-generated content (the scourge of the Internet!).

ADVANTAGES OF ONLINE SERVICES

CopyPress is fundamentally a service that has been “productized” and given a Web interface.  Regular readers know that I am fan of this type of business model.  It is a business model and delivery model that’s getting more common today.  (Other online services that I’ve reviewed include PointBanner.com for getting banner ads, and LogoWorks.com for getting logos.)  I think such online services empower small businesses, and offer distinct advantages:

  • Speed and convenience — CopyPress is designed to make it relatively fast and easy for you to hire Web writers online. You go to one central place and deal with one entity, instead of having to recruit and hire individual freelance writers every time you need one. That’s usually less work and time commitment for you as the customer.
  • Self-serve, 24/7 — Services like CopyPress  have another advantage. You can take advantage of the service on your own schedule 24 hours a day, 7 days a week.  So if you are like me, and need to work in the early mornings, late evenings, weekends or holidays, an online service is ideal.
  • Lower cost — CopyPress has developed technology that has streamlined processes for the customer-facing front end, as well as the back-end interaction with the writers. This technology and process standardization presumably keeps their costs down — cost savings they pass on to you.

But CopyPress is not a writers’ marketplace nor a freelance writers’ job board.  You don’t put out writing jobs for bid, and then have to select individual writers and negotiate prices.  Instead, CopyPress manages the process of creating content for you. CopyPress hires qualified Web writers who not only can write well, but understand search engine optimization.  CopyPress assigns your project to a qualified writer. CopyPress checks work for plagiarism and if you request it, for SEO benefits.  CopyPress also has an editor review the content and send it back to the writer for revisions if it is not acceptable quality.  You then have the ability to review the content and ask for revisions, also.

COPYPRESS PRICING

At the time of this writing, CopyPress’s typical prices range from $5 – $40 for an ecommerce catalog description, to $10 – $60 for a blog post, to $20 – $200 for a whitepaper.  However, numerous factors come into play, including length and customization required, and prices may vary.  CopyPress also provides bulk pricing for large packages of content.

CopyPress is not going after the cut-rate market that some content services go after.  The company is positioning the service as a middle-range offering — above the low-end content creation services, but not as expensive as custom content.

CopyPress is still in a controlled public Beta. Right now if you want to use the service, you have to apply on the website.  CopyPress, created by the BlueGlass online marketing agency, is only accepting a limited number of of Beta users at this time.

I have not yet tried the service myself, although I am considering it.  Would love to hear from anyone who has tried it, and your impressions.  Please leave a comment below sharing your experience.

From Small Business Trends

CopyPress: A New Model for Outsourcing Your Web Content Needs

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Dive In and Employ Workers With Special Needs or Disabilities

Dive In and Employ Workers With Special Needs or DisabilitiesWhile looking for new business subjects to review, I spied an unique book.  A quick perusal of the pages informed me of a group of workers who are more likely to stay with an employer long-term, consistently exceed productivity expectations, and are innovative because they’re accustomed to adapting to situations.

Wouldn’t you like to have such employees? If so, then look no further than workers with disabilities and special needs.

Dive In: Springboard Into the Profitability, Productivity, and Potential of the Special Needs Workforce is a solid guide on hiring, retaining and working with disabled employees .  The authors, Nadine Vogel, a corporate consultant, and Cindy Brown, an award-winning writer and consultant, speak from personal experience as they explain  the contribution of this particular group to a diverse work force. Vogel has two daughters with special needs, while Brown was diagnosed with Ehlers-Danlos Syndrome.  Their research and their experience makes this book worth the read if you are considering employing someone with special needs or disabilities.

Small Book Has Big Benefits for Employees With Disabilities

The advice in Dive In comes in a compact 130 pages, but you would be hard pressed to find a more informative guide tailored for the busy business owner.  Dive In explores the advantages that a special needs work force offers a company, such as low employee turnover and a “halo marketing” effect with customers.

“A national survey reported that 92 percent of American consumers view companies that hire people with disabilities more favorably than those that do not….And don’t forget that by hiring the special needs work force, you are also marketing to them….The U.S. Census reports that people with disabilities and their network (family and friends) represent $1 trillion in discretionary spending.”

The authors maintain the swimming theme throughout the book as Dive In explores the challenges of and solutions for accommodating a special needs work force.   Vogel and Brown wisely apply supporting material that challenges typical misperceptions that accommodating special needs is complex and expensive.

“In a 2006 survey conducted by the Job Accommodation Network (JAN), a service of the U.S. Department of Labor’s Office of Disability Employment Policy, 46 percent of the employers surveyed reported that the accommodations needed by employees and job applicants with disabilities cost absolutely nothing…Many would-be employers cite the cost of accommodations as a barrier to employing people with disabilities.”

Vogel and Brown also suggest establishing a Reasonable Accommodation Committee (RAC) to consider accommodation requests.  That may appear over-elaborate for a small company, but the authors convey the benefits of cost management and improved personnel morale from having a central decision-making source.

Learn How to Address Misunderstandings and Open a Dialogue

Dive In delves into workplace perceptions that can impede honest discussion regarding accommodation needs.  Although companies with 15 or more employees must provide reasonable accommodation by law, some special needs employees feel as though requesting an accommodation makes them a layoff target:

“It may be obvious that accommodation decisions should never be based on the current economic situation, but…equally as important is the perception that requests are considered in a fair and equitable manner. By centralizing your reasonable accommodation funding (and taking it out of the managers’ hands), you can help to counterbalance any fear that your employee may have.”

Quotes from corporate officers, such as senior level professionals at Starbucks, McDonald’s and Walgreens,  provide a range of thought, from hiring the best people regardless of background to understanding the value diversity has beyond a dollar.

Recommendations throughout the book have a broad context to cover situations with different needs, whether physical or psychological.  An example from an Ernst & Young executive shows how to reframe questions to keep particular needs in perspective while covering the possibilities in an emergency:

“ We don’t ask ‘Do you have a disability?’ but ‘Would you need help if there was an emergency?’ says Ms. Golden of Ernst & Young.  “This way we include people who might be claustrophobic, people with smoke-induced asthma, and women in their last month of pregnancy. They all self-register, saying that they would need help.”

Asides in Chapter 3 called “Please Do” and “Please Don’t” contain splendid reminders about behavior.  Other topics include differences between affinity groups and support groups, considerations of employees with special needs family members, and health insurance guidance for employees seeking therapies, home health care and medical equipment.

Dive In ends with a directory of additional government and nonprofit resources that can answer more specific workplace questions and concerns.

An Honest Guide to Developing Best-in-Class Practices

I liked that this book spoke to growing businesses that are beginning to hire employees as well as those that have been hiring for years.  Dive In answers the “what ifs” well and makes the consideration of special needs employees simple and straightforward. Regardless of company size, your firm will have a terrific resource for basic training and for beginning the associated dialogue about employee behavior.

Dive In breaks through the misconceptions about special needs employees (and those caring for special needs family members) to show best-in-class formation of healthy business relationships.  Give it a read, and see how your business will prosper from a positive environment and increased productivity through the best care for all employees.

From Small Business Trends

Dive In and Employ Workers With Special Needs or Disabilities

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Rocket Lawyer Simplifies Small Business Legal Needs


Rocket Lawyer Simplifies Small Business Legal Needs

This content from: Duct Tape Marketing

Marketing podcast with Charley Moore (Click to play or right click and “Save As” to download – Subscribe now via iTunes

contractContracts, agreements, liens, non-disclosure, incorporation, non-competes, and a host of intellectual property issue are just some of the issues that small businesses may find the need for legal services. While hiring legal counsel to guide you through potential hurdles is often a wise thing to do many small businesses simply ignore many of the issues of legal protection until something happens that causes them to need an attorney.

Rocket Lawyer has created what I think is a great solution for small business. Much of the work of a law firm in simple matters consists of constructing proper legal documents that spell out details and provide protection. Rocket Lawyer has created a library of thousands of personal and professional legal documents and built a platform that walks the user through a series of questions to determine the best document and then construct if from the answers.

Unlike traditional document libraries this allows users to create highly customizable documents on the fly. The membership approach is so affordable that there’s no reason small businesses can’t ere on the side of caution and start using simple legal agreements as a matter of course.

I visited with Rocket Lawyer Chairman and Founder Charley Moore for this week’s episode of the Duct Tape Marketing podcast. Moore is an experienced attorney and says that many law firms are embracing his approach because it allows them to provide some of the production type work at a fraction of the traditional cost while remaining available to provide strategy and planning.

The Rocket Lawyer membership, around $300 a year, gives you unlimited access to legal documents and also includes a nationwide network of attorneys available to review documents and consult with users.

I see so few small businesses properly covering basis operating issues and Rocket Lawyer just might provide the best of coverage for very affordable rates.

Image credit: *_filippo_*

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