Jane Brocklebank » Website marketing

Are you afraid of sharing?

Jane Brocklebank — Wed, 21 Mar 2012 10:48:40 +0000

If you’re concerned about sharing too much information about what you do, you’re not alone. Many people don’t want to give away their knowledge or trade secrets for free. Why would you?

But if you do it right, you can position yourself as a trusted expert who knows their onions … and when people are ready to buy, they’ll be knocking on your door.

There are certainly some customers who are always looking for something for nothing, or to get away without paying you for good advice. But frankly it’s easy to get a lot of information online for free anyway, and at the end of the day, people buy people. If you can give away some genuinely helpful, useful advice in a way that doesn’t cost you too much time, effort or investment it can help pave the way to a more lucrative relationship further down the line.

A really good example of someone who is not afraid of sharing their secrets is Lizi’s Granola. If you look on her website, you will see that Lizi tells you exactly how to make her granola, complete with a video.

Is she crazy?

Having watched the video, I thought ‘I could do that!’ – but in reality, have I got time? Do I want to spend hours toasting nuts or stirring treacle when I can buy a box that has been made just like that (albeit in larger quantities)? Safe in the knowledge that I could do it … if I wanted to … I’d rather buy it, but the fact that she is willing to share so much information helps me believe that she is genuine.

Just search online for Lizi’s Granola and see if this has damaged her business!

So don’t be afraid to share some of your knowledge. Think about the bigger picture and the business benefits it could bring.

5 practical steps to planning a website

Jane Brocklebank — Thu, 26 Nov 2009 18:01:02 +0000

I’m working on a couple of websites at the moment, in very different business sectors. But the basics are exactly the same, so here are my five key things to think about when planning your website.

1. What’s it for?
What is the purpose of your website? Until you think about why your website exists and what you want people to do when they get there, it’s very difficult to plan it effectively. Here are some ideas to get you started. Your website could be for:

People to buy products – an online shop
Demonstrating your product or service
Providing information
Creating a community
Explaining your product or service
Entertainment

2. What will it say?
This is the one that has many people frozen in terror! But move past that and think about what your visitors will need to know. For example it could contain:

An overview of who you are, what you do and who you do it for
A description of your product or service – this may be broken down into sections
About you, your team – establishing your credibility
Some examples of your work, case studies, pictures, testimonials
A shopping area
A newsletter or blog area (what you write on this is a whole new subject which I’ll tackle later)
How to get in touch

My top tip for this part is to get a pad of sticky notes, and imagine each one is a page on your website. Write down the heading of each page on each one, laying them out on a handy table, wall or window so you can visualise your website as pages.

3. What functionality does it need?
This is important when briefing a website developer as the cost will be determined by the functions that you need. For example, do you need:

A gallery of images
An online shopping facility
A blogging area
The ability to update it yourself
A newsletter sign-up option
Integration with your email newsletters
An online booking facility

4. How should it look?
You may already have a company colour-scheme or brand image. Whether you have or not, your website should reflect your company style in terms of colour-scheme, typeface and design.

Modern and funky
Contemporary and stylish
Traditional
Classic
Business-like

You can also think about more emotional words like “friendly”, “approachable”, “professional”.

5. What “tone of voice” will it have?
How will you talk to your website visitors? Perhaps you will adopt an informal tone, or you could prefer a professional, business-like impression. Imagine who your website visitors are likely to be – I mean literally picture them! Give them a name, an occupation, a personality. It makes it much easier to write your content in a language and tone that they will relate to.

Giving these 5 areas some serious thought will help pave the way to a successful website.

Online Directories – FREE advertising

Jane Brocklebank — Wed, 08 Oct 2008 12:59:01 +0000

There are a lot of directory sites that provide local business listings. If you run a business or service that falls into a recognisable category e.g. “hairdresser” or “accountant” you should take full advantage of these as they are very effective and often appear on the first page of search engine results.

Normally there is no cost for a standard listing and it will just take a few minutes to add your details to each one. You may look at these sites and think they are not that exciting, but try doing an online search for your business type and see how often they come up – you’re missing a trick by not being listed!

Here is a list of such directory listing sites in Maidenhead:

http://www.maidenhead-berkshire.co.uk/

www.maidenhead.net

And some nationwide ones that feature local listings …