Author: OKSBDC Webmaster

OKSBDC Sponsors International Trade Symposium for Small Businesses

Global opportunity was the topic of conversation at this month’s International Trade Symposium held on the OSU-Oklahoma City Campus and sponsored by Oklahoma Small Business Development Center (OKSBDC). Peter A. Quinter, Chair of the Customs and International Trade Law Group, was the keynote speaker for the event. Over 38 small businesses throughout the area gained valuable knowledge about the resources and opportunities available for companies who want to expand their markets globally. Mr. Quinter discussed regulations for importing and exporting, intellectual property rights, and the proper way to deal with government agencies that regulate international trade.

According to Quinter, “Small businesses export and import more than big companies do. Using the SBDCs in the State of Oklahoma is very effective for companies to export and import successfully in compliance with all laws and regulations.” In addition to Quinter’s expertise, those in attendance had question and answer opportunities from a panel which included Chuck Mills, President of Mills Machine Company, Inc., Jesse Garcia, Global Project Specialist from the Department of Commerce, and Anthony Cambas, Director of the Wes Watkins Center for International Trade and Development, OKSBDC. According to Cambas, the symposium was a valuable opportunity to spread the word about global markets. “The International Trade Symposium was a great event that brought together an interesting mix of export assistance service providers, partner organizations, entrepreneurs, and small and medium sized companies from various parts of the state, says Cambas. “Oklahoma’s small and medium sized businesses have limitless opportunities internationally as there is a rising middle class in many parts of the world and approximately 96% of possible consumers are found outside the United States. The International Trade Center- Small Business Development Center at Oklahoma State University is here to help Oklahoma’s small businesses tap into those opportunities.”

For more information and questions about international trade resources and opportunities, contact the Oklahoma Small Business Development Center Network office at 580.745.2877 or visit www.oksbdc.org.

OKSBDC Success Story: Blue River Valley Winery

Tucked away on a hillside in the small town of Armstrong Oklahoma sits a quaint little shop where the wine flows and the conversation is easy. Blue River Valley Winery, which overlooks its picturesque namesake, is a dream come true for Diane and Hilary Dean. The small boutique winery “was a year in the making,” says Diane, who credits OKSBDC Marketing Consultant, Ahmad El-katib, with much of the progress. “With the data that we were provided by the OKSBDC, we were able to get financing through the USDA of Oklahoma,” which was used to build their current facilities. Co-owner and husband, Hilary, agrees that the Oklahoma Small Business Development Center was a valuable resource. “They helped us build a business plan and do research to find the demographics to see if we actually had a marketable venue in the Durant, (Oklahoma) area.

“I love helping Oklahoma businesses,” remarks El-Katib. “The GIS tools that I use are very helpful to entrepreneurs like Diane and Hilary. They answer a lot of questions about demographics, location and competitors, and that ultimately eliminates some risks.” In addition to market research, the Deans used other no- cost services available through the OKSBDC. “They were unbelievably helpful,” Diane states. “All of our needs have been met.”

A ribbon cutting was held in early December 2015 for Blue River Valley Winery, which specializes in fruit wines. Inside this small boutique, patrons will find a wine list that includes Rio Rosa, Tickle Me Peach, Blue River Bliss, and more.

OKSBDC Advisory Board Meets in Oklahoma City for Fall Meeting

The Oklahoma Small Business Development Center Advisory Board member met recently at the Skirvin Hotel in Oklahoma City for a network update and business case study on impact to a second stage business.

Welcome by Board Chair and Southeastern Oklahoma State University President Sean Burrage, the group was provided a program update by Dr. Bill Carter, State Director. A highlight of the meeting included a business brief from CEO/President Brad Lahman of Boxel Manuafacturing in Caney, Oklahoma. Mr. Lahman, along with an OKSBDC panel, discussed the history of business services provided for the Oklahoma company that manufactures livestock exposition products and feeding systems. According to Lahman, the OKSBDC “gave me access to business knowledge.”

Barbara Bonner, OKSBDC Center Director for Durant, Oklahoma, was instrumental in the business services. “The Oklahoma Small Business Development Center is (now) able to consult with Brad about his newest product line, as well as his existing manufacturing operation. With our assistance, he has goals for expansion and has developed management tools and skills to strategically plan growth.”

The Advisory Board Meeting was followed by a reception sponsored by the OKSBDC, Enid Regional Development Alliance, and Stock Exchange Bank in Woodward, OK.

The meeting was well attended by the board which includes the following members: Ms. Dottie Overal, Small Business Adminstration/Oklahoma City; Pam Walker, Small Business Administration/Oklahoma City; President Sean Burrage, Southeastern Oklahoma State University/Durant; Dr. Larry Minks, Southeastern Oklahoma State University/Ardmore; Dr. David Henneberry, International Studies & Outreach-OSU/Stillwater; Dwight Hughes, High Plains Technology Center/Woodward; Adam Leaming, University Center/Ponca City; Senator Susan Paddack, Ada; Brian Campbell, Solara Holdings/Chickasaw Nation, Southlake, TX; Brent Kisling, Enid Regional Development Alliance/Enid; James Dalton, Durant/Bryan County Emergency Management/Durant; Mike Fuhr, The Nature Conservancy/Tulsa; Eric Miller, Port of Muskogee/Muskogee; Greg Phillips, State Farm Insurance/Durant; Dennis Bradford, Genesis Group/Oklahoma City; Jessica Pfau, Shiloh Morning Inn/Ardmore; Xavier Neira, Manhattan Construction Company/Oklahoma City; Mark Stansberry, The GTD Group/Edmond; Bruce Benbrook, Stock Exchange Bank/Woodward; Kelly Nemecek, McClain Bank/Purcell; Mike Jackson, The State Chamber/Oklahoma City; Thomas Lewis, Congressman Tom Cole’s Field Rep; Shawna McWaters-Khalousi, Division Head of Agriculture Technologies- OSU/OKC; John Furstenwerth, Furstenwerth Consulting; Dr. Robert Taylor, Director of New Product Development Center/OSU; Stan Greil, Vice President for Workforce Development, Rose State College; John Veal, Deputy District Director/SBA; Jim Shideler, Coordinator-Global Contacts Division of International Studies/OSU.

OKSBDC services are provided as part of a federal, state, and local economic development partnership. OKSBDC results for Oklahoma include successful business start-ups, stronger small businesses, increased business capitalization, and increased private sector job growth. OKSBDC’s goal is a stronger and more sustainable Oklahoma economy. Business owners in any of Oklahoma’s 77 counties can access the 16 statewide locations to receive business advising, training, and technical assistance on a broad range of business issues including capitalization, government contracting, and other operational challenges.

For more information and questions about OKSBDC services or to schedule an appointment, please contact the Oklahoma Small Business Development Center Network office at 580.745.2877 or visit www.oksbdc.org.

OKSBDC Hosts All Staff Retreat

The Oklahoma Small Business Development Center (OKSBDC) held its 2015 Fall Staff Retreat at Lake Murray State Lodge in Ardmore, OK. The three day event focused on team building, as well as specialized services such as restaurant consulting, market research and exporting. The staff also observed the development of advisement skills utilizing PeerSpectives, a high value approach for counseling Stage II Entrepreneurs.

Larry Siebert Named OKSBDC State Star

Congratulations to Larry Siebert, OKSBDC Associate Business Development Specialist at UCO – SBDC, for being chosen as OKSBDC’s 2015 State Star! “Larry’s expertise in retail management, pricing strategy, logistics, operations, loss prevention, and merchandising has translated into great value for his SBDC clients” stated Bill Carter, OKSBDC State Director.

Barbara Bonner Named Center Director

OKSBDC State Director Bill Carter is pleased to announce the promotion of Barbara Bonner to Southeastern Center Director.

Barbara, formerly an Associate Business Development Specialist, will be providing oversight to the Southeastern Center’s business advisors and region ensuring quality business advising and significant client value for new entrepreneurs as well as existing small business owners to help them start and grow their enterprises.

Bonner stated, “I look forward to our center expanding its reach and effectiveness and working with businesses in our region as we now serve all of Southern Oklahoma from the Southeastern Center. We have some of the highest quality services and tools available to the business community and our staff is trained to assist small businesses in all aspects of their operations.”

OKSBDC leaders attended a PeerSpectives Conference in August which was held in Michigan.

PeerSpectives is an innovative peer- to-peer learning tool for CEOs, using a proven roundtable format that focuses on sharing experiences instead of giving advice. (Pictured from left to right, Michele Campbell, Bill Carter, Sharon Nichols, Dave Williams, Barbara Bonner, and Anthony Cambas.

Advisors Join OKSBDC Roster

New business advisors joining the OKSBDC network are (from left) Tiffany Newton, Mark Ragel, and Jessica Ervin.

OCAST Forum held at SOSU

Recently, representatives from all over the state gathered at Southeastern Oklahoma State University in Durant, Oklahoma to collaborate on providing better opportunities for a stronger Southeastern Oklahoma. Those in attendance focused on economic development opportunities, workforce issues and community involvement. The OKSBDC was proud to help sponsor this event.

President Sean Burrage of Southeastern Oklahoma State University, provided the opening remarks during the recent OCAST Forum. The OKSBDC was proud to help sponsor the event.

Dr. William Carter, State Director of The Oklahoma Small Business Development Center, discussed the positive impact small businesses play in the economic growth of Oklahoma. Dr. Carter noted the no-cost services provided by the organization, including market research, new media services, business planning and more.

Small Business International Trade Symposium

Tuesday, December 2, 9am-12pm
OSU-Oklahoma City Campus

New Partnership formed with OSU-New Product Development Center (NPDC).

Oklahoma inventors and entrepreneurs now have a valuable resource for developing ideas, thanks to a recent partnership between the Oklahoma Small Business Development Center (OKSBDC), recognized for its confidential, high-quality, no-cost entrepreneurial and small business management advising, and the New Product development Center (NPDC) on Oklahoma State University’s Stillwater campus. The collaboration, known as OKSBDC-Center for Technology Commercialization (CTC), provides information and technical expertise for individuals and small businesses with ideas ground in technology advancements. Dana Fisher, new director for the CTC, brings over 25 years experience to the position. “The Center for Technology Commercialization represents a unique opportunity for inventors as well as emerging and established entrepreneurs to take advantage of engineering services to develop their products in concert with business advisory assistance to take their ideas to market,” Fisher said. For more information, contact the OKSBDC-CTC, located at 111 Engineering North on the OSU campus in Stillwater, Oklahoma or call Dana Fisher, Center Director at 405.744.1634. Additional nformation can be found at www.oksbdc.org

OKSBDC Success Story:

When the concept of a martial arts school began to form in the minds of Eric Harris, Danny Harris, and Grand Master Jin Young Kim, they new it would take more than physical strength to make their dream a reality. They need a plan. And, with their education, skill, and managerial experience, they had one. But was it good enough? That’s when OKSBDC business specialist, Larry Siebert, was contacted to help make a good plan even better.

With valuable resources and skills at his disposal, Larry produced an unbiased review of the industry outlook for Dragon Kim’s Taekwondo and Finess Center. Mr. Siebert reviewed the business plan, asked invaluable questions, and helped close the gaps in the planning process. According to owner Danny Harris, the unbiased, third-party critique of his business plan was crucial. “The thing I found most valuable (from Larry) was just the candor for what our business plan was.”

After a year of economic and financial planning, a location was chosen for the business. Once again, Mr. Siebert and the OKSBDC provided assistance with demographic services. “Duraing this time, my goal as a business specialist was to provide the Harris family with timely industry data sets with which they could benchmark and model their business plan projections,” says Siebert. “Along with that planning process, I strived to keep them appraised of all of the other partnerships, resources, and services that the Oklahoma Small Business Development Centers offered.”

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For more information and questions about OKSBDC services or to schedule an appointment, contact Larry Siebert at 405.216.2023 or lsiebert@se.edu.

Sharon Nichols Named New OKSBDC
Assistant State Director

For over fifteen years, Sharon Nichols has been passionate about helping small business owners succeed. Whether a client is looking to buy, start, or expand a business, Sharon’s success is reflected in the economic impact felt by the client, his employees and families, and the communities.

Sharon received her Bachelor’s Degree from the University of Central Oklahoma and an MBA from Northeastern State University. She holds certifications with the National Development Council as an Economic Development Finance Professional, Technology Commercialization Certification, PHR Certification (Professional Human Resources) through the HR Certification Institute and a QuickBooks ProAdvisor Certification.

Nichols has served the Oklahoma Small Business Development Center for four years, two of which were in the capacity of Regional Director for Northeast Oklahoma before recently taking on the role of Assistant State Director, Program Performance. “I am honored to be given this opportunity to serve as the Assistant State Director for Program Performance as the Oklahoma SBDC moves forward, stated Nichols. “We are gearing up and preparing Oklahoma’s SBDC to go to the next level.”

OKSBDC Conducts Workshop in Enid

OKSBD Senior Consultant Dave Williams conducted a Continuity Planning Workshop in Enid recently. The event was sponsored by The Enid Regional Development Alliance, Oklahoma Business Roundtable, Autry Technology Center and the OKSBDC. Williams offers disaster training and preparation for small businesses.

OKSBDC Sponsors International Trade Symposium For Small Businesses

DURANT, OK – December 14, 2015

Global opportunity was the topic of conversation at this month’s International Trade Symposium held on the OSU-Oklahoma City Campus and sponsored by Oklahoma Small Business Development Center. OKSBDC State Director, Bill Carter, reflected on the importance of the event. “Small businesses in Oklahoma can easily reach markets overseas for their goods and services by using the guidance of experienced business consultants. The International Trade Symposium was a valuable tool to help us get the word out about these markets.”

OKSBDC Advisory Board Meets in Oklahoma City for Fall Meeting

DURANT, OK – December 14, 2015

The Oklahoma Small Business Development Center Advisory Board member met recently at the Skirvin Hotel in Oklahoma City for a network update and business case study on impact to a second stage business. Welcome by Board Chair and Southeastern Oklahoma State University President Sean Burrage, the group was provided a program update by Dr. Bill Carter, State Director. A highlight of the meeting included a business brief from CEO/President Brad Lahman of Boxel Manufacturing in Caney, Oklahoma. Mr. Lahman, along with an OKSBDC panel, discussed the history of business services provided for the Oklahoma company that manufactures livestock exposition products and feeding systems. According to Lahman, the OKSBDC “gave me access to business knowledge.”

Why Do I Need Social Media for My Business?Fifteen years ago when a business wanted to market their products or service to an audience, the most viable options were print marketing or television and radio advertising. Websites were slowly making their way into mainstream for business, and people were hesitantly boarding the internet train one-by-one. Fast forward to 2017 and the ways in which businesses can market to their customers have changed tremendously!

Websites for businesses are now more than mainstream, they’ve become a necessity. Millions of customers use search engines to find everything they need to know about a business before even making a purchase. Videos are the new shiny attention-getters, and anyone who is anyone has a Twitter or Facebook account to keep up with their friends, acquaintances, and loved ones.

With all of these rapidly-made advancements in technology, this has opened a door not only for internet users and individuals to entertain and educate themselves, but also for businesses to enter the market of online advertising and keep their business in the forefront of their customers’ minds. This is only one reason why a business should be on social media in today’s digital marketing world.

1. Target Your Customer Audience
Social media gives you the opportunity to target your target audience directly via several different networking channels. The social media network(s) that you choose to use will be determined by your customer audience.

For example, if your primary target market is teens and young adults ages 15-30, Instagram would be a great social media platform to communicate your value as a business. It is highly visual, includes video capabilities, and has produced great return on investment figures from customer contests.

According to Actionable Marketing Guide, 71% of the world’s internet users are on Facebook, which amounts to an astoundingly large potential audience for your profile. Businesses can expect great rewards from posting frequently and including a variety of content on their page, including videos, images, and links.

Twitter is largely used for mass marketing tactics that include articles, images, links, and the ever-popular hashtag. Teens and young adults are heavily consuming the market of Twitter, however, some older adults can also be found on this platform. Having a 140 character limit per tweet keeps a business’s posts short, sweet, and to the point for their consumer.

If you’re interested in targeting women ages 18-49, Pinterest is the social media network for you, as 41% of women on the internet frequent this site. It’s popular for do-it-yourself crafts and projects, however, businesses are seeing great results from posting their products, services, ideas, and other items on Pinterest to pull that market into their business. In fact, Pinterest is the second largest referrer of social media traffic for businesses!

LinkedIn is a highly professional and business-oriented social media. I like to say it’s Facebook with a suit on. Business-to-business companies should certainly be on this platform to build brand awareness, gain sales leads, and connect with potential partners and opportunities. Having a company page and posting unique, valuable content to that page regularly is what separates your business from the competition.

Finally, Google+ is a social network that gets an unpopular reputation of only being used by Google employees. This couldn’t be more false. Google+ is a network that if used in conjunction with a Google My Business page can result in instant gratification for your customers and increase search engine optimization for your website and your business.

2. Turn “Likes/Followers” into Customers
The biggest challenge business owners face once acquiring social media platforms is using them! The key to increasing your customers online is interacting with them via posts that can include images, links, videos, articles, and text. The more frequent you post, the better. Customers want to have a reason to interact with a business, and many companies use videos, customer testimonials, contests, and discounts to pull customers from their social media profiles to their websites and/or storefronts.

3. Broadcast Brand Awareness
One of the most common reasons a business might be on social media is to establish and spread awareness for their brand. In today’s ages of technology, having a Facebook or a Twitter account for your business shows that you’re a “real” business that is advancing just as quickly as the technology with which you are keeping up. It’s the equivalency of having a logo or a business card for your business. Customers view your profiles and then judge your business and your brand based on the type of content, frequency with which you post, and the amount of opportunities for value that you offer your customers on your profiles, whether this be articles, discounts, contests, videos, etc.

The important thing to remember about brand awareness is that your profile needs to look as professional and aesthetically pleasing as it can be; this includes having your logo as a profile picture, choosing an attention-getting cover photo, and your business information being complete and accurate in your profile.

There are so many ways social media can help improve the marketing of your business. This article is just the tip of the iceberg of social media marketing methods. Stay tuned for more articles in the future where I discuss each social media separately and give you new and creative ideas to take your business to the next level with social media!

With creativity rising and customers’ attention being captured by anything new and shiny, blogs are the new website. Why is this you ask? I’m glad you did, because the answer can be found in this article!

Let’s start at the beginning. Most people visit a business’s website to get some form of value, whether that be contact info, product pricing, news or events, or other general types of content. When most websites feature the same generic value, how does a business compete with its competitors to capture the attention of its target audience?

This is where a blog comes in. I’m sure most people view a blog as a forum-like webpage where an individual shares their long – and often drawn out – opinions on a particular subject, and people then respond to that article with discussion. That is still valid today, and in fact, a lot of influential people in the world have blogs where they share their knowledge with online viewers. Take Michael Hyatt, for instance.

What’s different about blogs today, however, is the fact that businesses have seen the advantages of utilizing this tool and are working to generate and engage an audience like the “professional bloggers” have steadily acquired throughout the years.

Enter the headline of this article. There are SO many reasons a blog would benefit your business, but I’ve narrowed it down to 5 enticing pieces of blogging pie. It you’re a picky eater, blogging may not be your style or in your capacity, but if you give the blogging world a chance and open your palate to the possibilities of what growing an audience like this can do for your business, I promise you won’t regret it.

1: Blogs provide new and interesting content for your customers.

As previously stated, companies have to compete to provide their customers with new and intriguing content to keep them interested. If a customer becomes interested in your blog and begins to follow it regularly, you’ve gained an instant long-term customer! They view your blog posts as free value, even if you only see them as words on a screen! Might I also add, these posts are not limited to words. Photos, videos, and links are great ways to gain followers’ interest and ensure that they come back for more from your blog!

2: They drive social media & emails to your website.

Social media and email marketing campaigns are great ways to market any website. Including links to your blog posts on social media, e-blasts, and e-newsletters spreads the word about your blog and entices your followers to then visit your website. Conversion from “follower” to “customer” is one step closer when the viewer visits your website. The key to keeping them there is interesting content like a blog. And that’s how blogging benefits come full circle!

3: Google (and other search engines) LOVE them.

When Google views your website pages, it looks for new content it can read. Once your website is reviewed, Google ranks and places it in search engine results that fit the content’s description. Google will not go back to your website unless it detects NEW content. This is why a blog is so important. The more new and interesting information (i.e. text, images, links, etc.) you have on your website (related to your business and/or industry, of course), the more times Google will review your website and rank (to a more specific degree) your webpages for their search results.

4: The only cost is your time. (If you already have a website)

If you already have a website, all you have to do is add a blogging page to your website and begin posting! This blogging page should be included in your web hosting package, essentially making running a blog free to you. The only cost is your time! (Which as a small business owner, I know is hard to come by. I have tips to help with that! *See contact information below.)

If you do not already have a website and would like to have a blog, there are free online blog platforms, such as wordpress.com, that have easy-to-use templates available to set up your website and blog in no time. Using this program is free unless you want to use your own domain name (you should definitely want to!). In that case, you can have a search engine optimized blog for as little as $120 per year!

5: This is the place to put those keywords your web developer keeps talking about.

Blogs are a great way to not only make sure Google sees your website (Reason #3), but also to make sure Google sees those ever-important keywords that every web developer and consultant tells you are important. Using keywords specific to your type of business in your blog posts is a great way to make sure your business’s website show up in searches. The key to great keywords is using words in your blog that people would type into Google’s search engine to find you!

When your customers search for a business online, where do they search?

If you answered, Google, you’re correct! 10 points to you for not living under a rock! Okay, so you know Google is important and you need to be on it. Objective one of this post is complete!

Now I know you’re saying, “That’s great and all, Lyndsey, but HOW do I get on Google?” That brings me to my second objective. I could give you several answers to this question: create a website that is search engine optimized (SEO); create social media profiles and get active; start a blog and contribute to the information sector of your industry; etc.

But the quickest and – in this day and age – most effective way to show up in Google searches is through a tool called Google My Business. And that, my friend, is what this post is REALLY about.

Google My Business is a tool that allows your business to create a profile on Google’s search engine and be searchable by keywords and geographic regions that you specify. This profile allows you to include the following key pieces of information to bring customers from the search engine to your physical or online store:

  • Business name
  • Physical address
  • Phone number
  • Hours of operation
  • Website URL
  • Description
  • Pricing (noted by dollar signs $-$$$)
  • Customer reviews
  • Photos and YouTube videos

Your profile works best when completed in its entirety and consistently updated with status updates, images, and videos to engage your search engine audience. The coolest part of Google My Business is the behind-the-scenes look into how your customers are interacting with your profile. When a customer clicks on your website, directions, phone number, or interacts with your profile in any way, Google keeps track of that and shows you those stats on your Insights page. This feature is so analytical that it can tell you where your customers are located when they click the directions button! This is a great way to know where your customers are coming from and to adjust your local marketing campaigns to fit areas that are lacking in customers.

Google My Business is something that every business needs, and I’ll give you three reasons why:

  1. Google ROCKS! Google is the one of the biggest and most well-known search engines in the world, and if your business is on it that tremendously increases your chances of being found by your customers. And customers = sales = a successful business. I may be a design person by nature, but I know that math doesn’t lie!
  2. It’s FREE. Yes, you heard me right. You will not pay a penny to set up this account or keep it going. Your only investment in Google My Business is your time, and believe me – it’s worth it. It really is. (Plus it saves you money for that success equation I mentioned earlier.)
  3. I can help you set up your account! As the New Media Marketing Specialist for the Oklahoma Small Business Development Center, I help businesses everyday by guiding them through the process of setting up their Google My Business account and making sure their profile gets found by Google. That’s not even the best part. This service is completely free to you as an Oklahoma business owner!

Oklahoma State University – International Trade Center

The Oklahoma SBDC at Oklahoma State University – International Trade Center (ITC) is located in the Wes Watkins Center for International Trade & Development. OKSBDC at OSU-ITC provides entrepreneurs with professional business consulting at no cost, management training, and vital information they need to grow and succeed in a complex and competitive global environment.

The OKSBDC at OSU-ITC is a specialty center, whose focus is serving the small businesses of Oklahoma and their international trade needs. The OKSBDC at OSU-ITC is a member of the Oklahoma SBDC Network, a statewide service network funded in part through cooperative agreements with the U.S. SBA, State of Oklahoma and other private and public partners; hosted by Southeastern Oklahoma State University; and nationally accredited by the Association of SBDCs.

Request Advising

OSU International Trade Center, OKSBDC

Wes Watkins Center for International Trade & Development
103 Wes Watkins Center
Stillwater, OK 74078

3 Simple (but Powerful) Website Design Tips for Any Business Owner

An Original Article from michaelhyatt.com

Whether you’re designing your own website from scratch, using an off-the-shelf theme, or hiring a designer to create your website, you’ll need to end up in the same place: with a website that performs for your business. Your website is often the first interaction people have with you and your business. That means it’s a make-or-break opportunity to turn a new visitor into a potential customer down the road.

Here are three tips that you can use when designing (or redesigning) your website to maximize the impact it has on new visitors.

  1. Focus on value.   I don’t have to tell you that a great business is built on a strong value proposition. That is, why should customers care about your product or service, and how does it provide them with a return on their investment. The entire goal of your website must be to drive home your value proposition. Your goal should be to make it a “no brainer” for your customer to purchase—or, at the very least, get them to subscribe to hear more from you in the future. How do you do that? By shifting the focus away from you and onto your customer. It’s all about them. Understand the things they care deeply about—their pains and challenges—and craft the copy on your website to resonate with them on that level.  Also, speak as if you’re talking to one person, not a crowd of people. This helps you make a connection that builds trust and credibility.
  2. Minimize distractions.   One thing you never want a visitor to ask ask is, “Where do I go next?” If there are multiple calls to action, or the navigation has too many links to choose from, their attention is diverted in too many different directions. This means they’re too busy figuring out where to go, when they should be focused on your message and the benefits of your product or service. Here’s what I recommend: Break your navigation into a primary menu and a secondary one. Your primary navigation (the large one near the top of your website) should include links to only a handful of “mission critical” pages. These are the pages that educate and sell your product. The rest of the pages (e.g., a company about page, a FAQ page, and so on) can be included in your site’s secondary navigation, somewhere out of the way but still accessible.
  3. Optimize your call to actions.   Everything on your marketing website should be designed around your “funnel.” That is, the path a customer takes from the home page (or a landing page) to eventually converting to a paying customer or subscriber. The bottom of the funnel is your “call to action.” This might be a button to purchase your product or signup for an account. Or it can be a newsletter opt-in or even a phone number to call you.

Here are three easy ways to optimize the call-to-action on your website:

  1. Be explicit.   You never want to be vague in your call-to-action. Give your visitor explicit instructions on what exactly you want them to do. For example, a form button with the word “Submit” is too vague. Try something more descriptive, like “Subscribe to our newsletter!” You also want to set clear expectations. Your visitor should never be wondering “what will happen after I click this button?” For example, instead of “sign up!” you can try “Start your free 60-day trial!”
  1. Reduce Friction.   Any transaction on the web always comes with some natural resistance. Customers simply are never fully comfortable entering their credit card information or even giving up their email address. There is always a fear of being ripped off, spammed, or scammed. So you must do everything you can to overcome that natural resistance. The way you do that is by reducing friction. Anything you can do to emphasize that there is no risk helps. For example, add the word “free” to the call-to-action (if it really is free). Or try adding small supporting text like “No credit card required, cancel anytime.” Offering a money-back guarantee (and making that visible) is also a good idea. You also want to make them feel secure. There is a very real fear that credit card info will end up in the wrong hands. So try adding security symbols like a lock icon on your credit card forms, indicating this form is secure (of course, the form must actually have security measures in place, like an SSL certificate).
  2. Differentiate them (visually).   You’ll want to make sure your call-to-actions stand out visually. One way you can do that is to give them their own unique color. For example, let’s say the color scheme of your website is blue and gray. You might make all of your call-to-action buttons yellow. Make sure your CTA buttons are the only elements on the page using that color. This helps them stand out and attract attention, but it also helps your audience become more familiar with the way your site works. After browsing several pages, when they are ready to take action, they know they should look for that yellow button.

I hope you found these tips helpful as you go about designing (or redesigning) the marketing website for your business.

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