Once you know your tone of voice, the story, and all the elements to your brand, you will then organize your website concept in a way so you or your developer can build them into pages. The process is kind of like writing a book - you first need to think about the big picture, then work on your table of contents before you actually create any content for the pages.
As mentioned in my previous blog posts
, your tone of color should match your tone of voice within your graphics and content. Define the right tone of voice, compile the terms you wrote down when thinking about your brand and the reasons why your customers should choose you. Now use this information as the base for building and organizing your website.
Consider taking these steps to organize your website:
Work on the site map.
More content on your site doesn’t necessarily mean people will spend more time on your site. What are the most important things your potential clients need to know about you? Pick 5 to 8 topics, and make a page for each one of them.
What is the most important topic of all, and which one is the least important? Put them in order of importance and this becomes your navigation menu, obviously the most important starting at the left or the top depending on whether your menu is horizontal or vertical.
Do not make sub menus of sub menus of sub menus… The structure of your navigation must be kept simple, otherwise people will get lost and leave your site.
Work on the homepage call to action.
If you could only choose one thing for a visitor to do on your website, what would that be? Do you want them to call you? Subscribe to your newsletter? Shop?
Whatever it might be, you will need to make sure it is visible and right there on the homepage, without having to scroll down. You must make sure that experience is the same for all devices, from smart phones to PCs with large monitors.
Your “call to action” can be on every page if you design it into your header or footer. Repeating it on every page will encourage users to take that action.
Finish your content (and don’t forget to include your keywords!).
Based on your site map, you can work on the content for each page. Remember, people will be turned off and leave your site if those pages have too much to read or the navigation is hard to figure out. The experience must be user-friendly and easy-to-read with pleasing visuals, not too much clutter.
You should also include the keywords for your site in as much content as you can. It provides another opportunity for search engines to recognize your keywords and index your site so it can show up organically for people who search those terms.
Finally, do not forget to include your contact information. Those sites which do not show where they are located do not look professional and some people may even think you are a scam site. If possible, include your street address with the country name and the telephone number. That will ensure to customers the legitimacy of your site.
There are millions of colors out in the world, and I doubt an exact number even exists, or is at least debatable. If you think about all the different hues and tones of just one color, that’s just the tip of the iceberg. On the web, however, there is a very definite number of colors that are web safe (or browser safe), meaning they can be displayed consistently on any PC or browser. Web developers like to work around these 216 web safe colors so the color of your image can be consistent across the board no matter who is viewing it. And remaining consistent is very important for your brand image.
If you already have a logo, you probably have your brand colors figured out. But have you thought about how the colors in your logo will impact people who see them? In our previous blog post, we talked about the tone of voice in your messaging. Well, a similar psychology is true for the colors you use. Color psychology is the study of how colors affect our behaviors.
Here are some color theories you might want to know when choosing colors for your brand and website:
Temperature: Is it a cool color or a warm color? The temperature of your colors can affect how people see something, and what feelings they have toward it.
Modes: Colors can also create feelings of space. For example, it is said blue or green tends to create coziness, whereas the color red is associated with action.
You will need to consider the right colors for your brand message. People will remember the visual impact more than the content, and the color will be associated with certain feelings so research it and choose wisely what you want to display on your website. Then stay consistent with it.
People are eager to work with people they connect well with, that’s a fact of life. The same goes for people purchasing a product or service. If they connect well with your message, they’re likely to go further with your company. So, how do you attract customers to your company? It’s all about messaging, and here are some ideas to help…
What is the brand image you wish to convey?
Take a moment to think about the words that describe your business, product or service? Are you an eco-friendly carpet cleaner? Are you a modern and edgy graphic designer? Whatever image you want to put forth, be descriptive in order to tell your story and create your brand awareness. Use adjectives that relate to what you do, that might distinguish you from others. Then stick with it. Be consistent throughout your messaging and visuals.
What is the tone you want visitors to hear?
Associate your brand with a tone of voice you want users to hear or read. Who is your target audience? Should your tone be soft v. deeper tones, or male v. female, kid v. adult? Picture the tone your customers would connect with.
Why should they trust you?
Using the image and the tone you defined, how would you tell the story so users will trust you and your brand? Choosing the right words will make your brand go further than you can imagine, or go nowhere if you are not consistent. For example, if you have a childlike tone with fun-loving images, yet your story is about how strong and durable your product is, it may create a confusing statement to your potential customers.
What is your tag line?
A tag line is a few words about your products, your services, or your mission about your business. It shouldn’t be long, so try to stick with a sentence or phrase. It’s one line that sums up who you are using the same tone and image you wish to convey. It’s great for use in marketing materials.
Building a website is one thing, but first it’s important to have your brand messaging in place. Pretty pictures without the brand story does not mean much. Be sure to tell your story consistently within the framework of your website.
“I already have our business on Facebook so I don’t need a website.”
The above statement is true only if your goals align with what Facebook has to offer. But before you rule out having a website, here are some facts about social media versus websites you should be aware of.
Websites provide static information whereas social media is an ever-changing landscape.
Facebook, blogs, and other social media sites are considered communication networks, where information keeps moving, whereas a website can be more static in terms of the information you provide. The photos and dialogue you post on sites such as Snapchat or Facebook will disappear as time progresses. People may see your message in their newsfeed but the information will get pushed down as new information floats in. Also, you can’t guarantee all of your followers will see what you post, depending on when they login to social media versus the time you post. On the other hand, your website will remain the same and the information available all time.
Social media requires interactions whereas websites broadcast information.
If you have a Facebook business page you must keep interacting with people who visit your page. Whether they post comments, complaints, or questions - you will need to respond quickly and keep communication ongoing. Facebook visitors typically expect prompt responses so you are kind of at the mercy of the end users.
Your website is in your control.
With a website you have a lot more control as to how your content and graphics display, versus with social media you have to go along with their format. You can also choose the platform for hosting and software for management, whereas with social media, again you are at the mercy of the providers such as Facebook and Twitter. You can also put energy into search engine marketing with a website so people can find your business on Google.
In the end, you simply cannot say one is better than the other. As we pointed out in an earlier blog post
, it really depends on your goals and objectives. If you believe Facebook can give you what you need to achieve your goals and objectives, go ahead with social media. If you are unsure, try both. The two can go hand in hand quite well, sharing your web pages on social media, for example. Regardless of what medium you choose, however, without your management and strategic thinking, neither one will succeed. So make sure you’re ready to put in the energy and effort in either direction.
The “domain name” for our company website is pspinc.com. A domain name is like your family name. Instead of labeling you with some numeric ID, family names can give identities to the household. In the case of a domain name for your business, it must be unique. Our domain name is “pspinc” and “.com” identifies our category as a commercial Top Level Domain, or TLD.
There are many new TLDs these days. For example, .com is a TLD, and .org is also a TLD. These TLDs identify the domain name uniquely so pspinc.com is not the same as pspinc.org. With new internet industry rules, you can purchase your own TLD if you want (it is about $150K for you to buy one). You may have seen some new ones already like .ninja, .book, .accounting, etc. Those who purchased TLDs may intend to sell the domain names with these TLDs.
Sometimes TLDs also contains country codes. For Japanese domains, it is co.jp or ed.jp. Each country has its own rule; for Japanese TLDs, you must have an address in Japan, and for commercial TLD (co.jp), you need to be registered as a business with the government.
Only 25 years ago, the number of domains in the world was in the tens of thousands, but now there are over 326 million domains as of last year, and close to 900 TLDs available in the world! Some are considered to be spam heavy so my recommendation is to stick with .com if you can.
Even then, it is hard to find available domain names today that aren’t already taken. And you really want to be particular about your domain because it will be unique to only you. It will be how you are identified online and it can play a big role in your search engine performance. For example, we own a domain called japanese-online.com for free Japanese language lessons. Because the domain name contains the word, “Japanese,” our search engine results for keywords like “Japanese learning” are very good, so good that we appear on the first page of Google search.
So think strategically and decide on a name that is memorable, not too hard to recall. Maybe it’s your company name or a variation of it, like pspinc.com is short for our company name Pacific Software Publishing, Inc.
Also be aware just because there is no website affiliated with a particular domain does not mean the domain is available. Here is the official site to find out if a domain name is available: https://www.internic.net/whois.html.
Has your small business grown to the point where you need a website but are unsure about how to make that happen? Do you wish someone else would just take it over for you? If so, you’re not alone. Many small business owners would like to be hands off when it comes to the online operations, and interestingly enough, some folks will seek the advice of the younger generation, sons and daughters, to help get them started!
This month, we’re here to help you understand the benefits of having a website, so you can be in the driver’s seat toward building your website versus coaxing your high schooler to help you understand what you need. First, grab a pen to jot down some answers to the following questions:
What is your goal for having a website?
If you simply want a website for the sake of saying you have one, please don’t put any money or energy into it. Your website is another medium, through which you will gain publicity and exposure; it’s another way to market your products or services. Define your goals before you get started.
Why should people browse your website?
Asking the Why questions will help you define your objectives for having a website. Why should people know your story? Why do people need to spend time on your website? The answers will help define your objectives and the direction you should go with your website.
What should be the “Call to action”?
Once you understand your objectives, how would you like potential customers to respond? Do you want them to submit an online form, sign up for a newsletter, purchase an item, or simply call your toll-free number? What would you like them to do once they are familiar with your company? That will determine the actual content, design, and structure of your site with a call to action in there somewhere.
What is the information people need from you?
Once you know the action you want your customers to take, you can populate the website with information needed for your site visitors. For example, if you want a potential customer to sign up for your newsletter, you might give an incentive to sign up like a coupon code for free shipping. If you would like them to purchase a product online, you’d better have good product information so they can make informed decisions before they buy.
Finally, structure your thoughts.
Spread your answers to those questions out on the table and let’s think of the most logical way to structure your website. Depending on the information you wish to provide, and the call to action, you may want certain web pages and menu items for different products or services. Imagine the customer walking through your store or getting to know your business on a phone call, and think the same way for your website. The customer needs to be able to “walk through” your website, easily understating where to go and what action to take next.
According to statista.com, there were close to 150 billion downloads of mobile apps in 2016. The world population in 2017 is 7.5 billion so we humans downloaded about 20 apps per person, on average.
Wow! That’s a lot of apps being downloaded in cyberspace. According to research, that number will more than double to be 300 - 350 billion in 5 years. Between video and music streaming, and app downloads, our internet traffic will increase a massive amount. The revenue is predicted to be $75 - $80 billion in 2017. All these numbers are in billions, not in millions.
With more devices and smart appliances at our finger tips, we all need mobile apps to manage and control things. So what are the newer trends in 2017? Here’s what’s becoming more popular:
More apps will become smarter with GPS technology so they can locate you where you are and provide information you’re seeking more readily. Knowing where users are will empower businesses with more accurate and useful information at hand.
Virtual and Augmented Realities
Snapchat is a good example of Augmented Reality. While Virtual Reality is totally virtual, Augmented Reality gives you some sense of a virtual world on top of your real world. Don’t be surprised if one day soon an app exists where your camera can scan a piece of clothing in store and send you other comparative items to look at.
At-Home Security and Appliances
Many of us already have a home security camera, doorbell, or other appliances at home which can be controlled via an app on our phone. This technology will only increase in coming years. We will eventually be connected to and able to control all of our stuff over the internet!
With the help of A.I., more and more apps will predict your next steps, making your information search and decision-making faster. A.I. will also likely grow to benefit businesses as well and enable us to utilize our apps for running our business more efficiently.
Currently there are about 2.2 million apps for Android users, and 2 million apps for Apple users, and app development is growing at the rate of 50% increase over the past 3 years. Many of them are the same across the two major platforms, so it is probably safe to say there are a couple million apps out there. With that many apps existing and even more in development, how do you get the word out about your mobile app?
One obvious place for you to get the word out is thru social media. If you post interesting and intriguing information about it, people will share and spread the word about your mobile app. Of course, don’t forget to include a link to your app right on your website homepage. It has to be easy for people to download if you want them to install it. Linking to your apps from your website or social media will encourage users to try it out. Sometimes a banner on your Facebook or homepage will remind them about your apps.
Make the benefit of your mobile app clear to customers. Be sure to state your reasons for developing the app and how it can make life easier for your them. If your app is worth trying, people will usually try it out as long as it's free. Some basic apps are free to everyone but may require a fee or subscription to unlock all the features once it’s downloaded. You might be able to use this to your benefit, allowing potential customers to download the app and try you out or see what you have to offer before they commit to the full version of your app (or commit to becoming a customer).
Offer people a special discount or promote an incentive campaign. Depending on your business, you might want to consider giving an extra incentive for downloading your mobile app. This will encourage users to take the extra step to download your app. But remember, ultimately your app needs to be helpful and beneficial to the user in order to entice user downloads.
Obviously your App Store Optimization (ASO) could bring some traffic to your app if you have the right keywords and the product/service users are looking for, but you the bottom line is you will still need to take advantage of all the media and marketing you have in your power to bring attention to your company’s new mobile app.
Once you’ve developed and launched a new mobile app for your business, how do you attract users to it?
First, you want to tell all of your existing customers about the availability of your mobile app, be it social media or newsletter or home page banner, but you should also be aware of “ASO” - yet another abbreviated term to learn which means App Store Optimization.
Here is how wikipedia.org defines ASO:
“App store optimization (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, iPad, Android, BlackBerry or Windows Phone app) in an app store (such as iTunes for iOS, Google Play for Android, Windows Store for Windows Phone or BlackBerry World for BlackBerry). Just like search engine optimization (SEO) is for websites, app store optimization is for mobile apps.”
Just like your website SEO, the higher your app in search results, the more likely you will have more downloads. App reviews are important for this reason, because they provide keyword-rich content and make your app appear more popular and relevant than others like it. So, you might ask customers to review your app, and get some good critical feedback for improving the interface as well.
Think of your mobile app as another way, besides your website or Facebook page, to be noticed and get more market exposure. It's another tool in your marketing strategy. Through the app stores, and by consumer searches, your business and products will be more visible – even if your app was developed for existing customers only.
Each mobile app platform requires you to register your app. For example, you will need to belong to Apple Developer’s Network in order to apply for your app to go live and be available for download. Naming and categorizing your app with the correct terms will help you get exposed to potential users. Just like your homepage needs keyword-rich content, your mobile app also needs the right keywords included in its description so you can take advantage of the app store as another marketing platform.
Change your thinking about app stores. Rather than thinking about it as just another place to download programs for your mobile devices, think of it as a virtual marketplace to show off your products or services. This might help you devise a plan for your mobile business app if you’re still in the idea/development phase.
Building a mobile app for your company can be an effective and engaging tool for your target users. Whether you need one for your in-house team to use, or for your customers, a mobile app can be advantageous for business. As of now, if you’re providing information to your employees or customers via web browsers, building a mobile app to engage them easier is a smart strategy to consider. First, you should note a few things before investing in any development costs:
Define your goal and objectives.
Whether you’re building a mobile app or a new website, it’s always important to have goals and objectives in mind. Is your goal to have customers come back and use your service on a regular basis? Is it for your employees in the field to more efficiently provide a service to your clients? Know your end goal so you can plan accordingly and make your investment in design and function worthwhile.
Draw what you envision.
Grab a pen and a paper and simply draw what you would like to see in the mobile app. This is your initial blueprint for your app. Maybe you can draw some interfaces. If you haven’t used many apps before, go and download some free ones to see how they work and get ideas. Search for some that may be relevant to your business. Discover what you like and don’t like about those samples.
List the functions you want.
What are the functions you must have in your app? Oftentimes, apps are not the only means to access the information, and many people will use PCs for more intense input and usability. So, how will the app help complement your website or PC software and make it mobile-friendly? Don’t forget - users will access the app via phones, tablet, or both depending on how you define the program. Be careful not to clutter the app screen or make it too complicated.
Research the cost.
After you design the blueprint and define the functions of your app, seek out a few vendors who can build it for you. You also need to specify what platform (i.e. iPhone or Android, or both; smart phones, tablets, or both) you want to target when you present your idea. See if you can obtain 3 quotes for the app buildout. And always remember, when it comes to development costs, cheaper is not always better. Be sure you get references from past customers. Finally, make sure the vendor you choose to build your app can help you sustain the development because operating systems and devices may change the specs and you may have to update your app at some point.
Ask the end users.
It’s a good idea to get some feedback from your end users about the app to see if your idea makes sense and will be helpful. After all, without users engaging it, your app is wasted. Before you build it, you can describe the functions and show your initial drawings to a focus group and get some feedback. Maybe you’ll hear a good idea you never considered. Hopefully, this activity will help solidify a great app and ensure you get a return on your investment.
If it makes sense for your company to build an app, try it! But remember, much like your website, having a mobile app is only the beginning of your journey. You will want to track its downloads and usage and get customer feedback periodically.
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