Ann Porter is a solopreneuer kitchen designer based in Naples, FL. The story of how she is using a content strategy to grow her business is featured in a terrific book, Get Content: Get Customers. Her web and blog site are a perfect example of how to easily and cost effectively transition a Web 1.0 brochure site into the Web 2.0 world!
In this edition of the Click and Learn series, we will review both sites from the perspective of Internet Marketing and look at how a Web 2.0 tool…a blog…can be used to easily capture the many benefits of the live web, without changing a thing on the original website!
The Click and Learn series reviews websites from the perspective of key Internet Marketing strategies. The “visual” components are examined versus the “under the cover” or more technical aspects. Topics for review include site purpose, content strategy, calls to action and use of Web 2.0 technology and tools.
The Brochure Website
KitchenStudioOfNaples.com, is a simple brochure style website. It consists of 4 main pages that provide the visitor with general information about the business. While it is visually strong in presentation, it’s a static website. And the software used to build the site, does not provide easy flexibility to utilize any of the internet marketing tools available in the web 2.0 world. Updating this website requires a major redesign.
For most entrepreneurs and small business owners, a major website redesign is a major issue. Money and time are always challenges.
Another Choice that Provides a Cost and Time Effective Solution!
In as much time as it takes you to say 1,2,3…you can easily transform your static site into an interactive and search engine happy Web 2.0 site. How…by adding a blog! And that’s exactly what Ann Porter did, she simply created a blog.
The blog URL is annporter.wordpress.com and the name of the blog is KitchAnnStyle. There are zero hosting costs, because it is hosted on wordpress.com.
What’s the Internet Marketing Impact of Adding a Blog?
One simple way to evaluate the marketing impact is by looking at web traffic. Using Alexa, an online service that measures internet traffic, we can easily compare the two sites.
KitchenStudioofNaples.com ranks #14,665,971 in traffic which is in the top 48% of all websites. The blog, AnnPorter.wordpress.com/KitchAnnStyle, ranks #2,855,097 or in the top 10% of all websites based on traffic!
An amazing improvement in traffic…just by adding a blog!
Internet Marketing Strategies
Let’s do a quick review of the blog with regard to key Internet Marketing strategies.
Purpose
In a previous article, I described the 5 main types of websites. KitchAnnStyle, is a great example of a web/blog site whose main purpose is to “generate leads for future offline sales”. These sites typically provide information about your products/services, directions to your location, answers to frequently asked questions, how to reach you, but ultimately require a customer to call, e-mail, or visit your brick-and-mortar establishment to close the sale. Another purpose of Ann’s blog is to extend her “brand” as an expert and successful kitchen designer.
Content Strategy
A combination of beautiful photographs and short, relevant posts, offer visitors an immediate sense of Ann’s philosophy and ability as a designer. Posts review design ideas, trends, new design materials, appliances, layouts etc. The editorial tone is a combination of education and expert advice.
The high financial investment and the life disruption created by not having a kitchen, make a kitchen redo a nightmare! Thus the importance of having confidence in your designer. The content strategy of pictures and educational information help to establish Ann as an expert and create a sense of confidence in her, long before a prospect becomes a client.
The site design while simple has a clean look to it. It’s visually appealing with a good balance of white space and is relatively easy to navigate. This also serves to reinforce a prospects sense of Ann’s credentials.
Calls to Action
Calls to action are any request that you make of a visitor that requires a “physical” action on their part. They typically are in the form of a click or keying information.
In spite of the overall success of this site, there are few calls to action. There is an icon for an rss feed of the site or comments, but there is no copy that encourages visitors to sign up for the feed. Also, there is a contact page, but there are no links conveniently located on sidebars or within an occasional post that would make it easier to contact her.
Live Web Tools and Technology (Web 2.0 stuff)
Since this site is a blog, it’s very nature creates the opportunity for two way communication. As previously mentioned there is an RSS feed as well as a link to bookmark the site as a Technorati favorite. Each article can also be easily bookmarked at the most popular bookmarking sites on the web.
There is limited use of video to demonstrate a kitchen redo.
Other Actions to Consider
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Develop additional calls to action. One simple step would be to develop copy that encouraged sign up for the RSS feed. Depending on the target market, it might be helpful to have a link that explains what RSS is. It might also be helpful to have the option to receive blog updates via e-mail. AWeber, e-mail marketing software tool, can easily send blog updates via e-mail.
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Add a personal photo in the sidebar. Solo professionals are in the business of selling their product/service, in essence themselves. Adding a personal picture and a brief bit about your background in the sidebar or how you can help, reinforces you and makes the site more friendly.
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Create a compelling offer to capture e-mail addresses. E-Mail marketing is still one of the most effective marketing tools available. Capturing e-mail addresses let’s you stay in touch with prospects and customers on a regular basis.
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Use credibility icons wherever appropriate. For example; Ann writes an advice column for the online version of the local newspaper, The Naples Daily News. Her column is simply listed as a link in her link list. Instant credibility could be gained by adding the newspaper logo and noting she is a featured columnist.
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Use the right URL extension. If you choose to have your blog hosted thru wordpress, your url will always include the domain name wordpress.com. If you host your blog yourself, your url will be whatever domain name you choose. Depending on your business, this may or may not be important to your overall image.
Final Thought
Adding a blog to a static brochure website is a cost effective and easy way to update your site. The combination of a little creativity and a consistent approach to updating your blog with helpful information leads to success!
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