Small business web sites - bite sized pieces

Yesterday I gave a workshop to a few WiRE members who wanted to get to grips with their websites. The desired outcome was a list of changes they could brief their web designer on. During the session I was reminded again how important it is that a business owner considers a web site as a three part project.

Content - Look - Build
(navigation is a core consideration of each of these).

• content falls into the realms of 'marketing communications' . I would urge clients to bash some wording about in a word processing package before they even consider contacting a 'web designer'. Start to section it in a way that makes sense to your reader to help them navigate through your information. 
• the look of the site requires design and branding skill. Your web site is a highly visible application of your brand. Select some images or take some photos that will resonate with your readers. 
• Building the site is the techy bit, which is where most 'web designers' (in most cases web technician is a better description) are most comfortable. Web technicians are brilliant if they have a great brief they can comment on - hence the importance of business owners taking responsibility for the two points above. 

A website needn't be a huge elephantine project. Break it into these bite sized chunks. Contract the support or learn the DIY toolset to help you put it together and manage it. Conduct a strategic review to ensure it meets your marketing needs.

If you would like to join our next group 2 hour strategic review workshop or have your own private review session please email us.

advertising with AIDA impact

We'll make your advertising work hard . . . here's how!

Have you heard of AIDA?

Your advertising needs to be eye-catching with something that grabs attention, like an image or a bold statement.

random image - made you look tho

Once you've caught someone's attention, you need to stimulate their interest to delve deeper - key messages in bold text and in image captions often work well.  These teasers need to mean something to the readers or they will quickly lose interest again.

The idea is that they quickly understand what it's all about and engage with what you are saying.  This is the make or break moment for your copy.  What you are saying has to resonate enough with the emotions of your potential buyers for them to take action.  This means that you have to create a sense of desire that motivates them.  You need to share the joys that the benefits of your product or service will bring.  At the same time they have to have a clear understanding of all the facts.  So think about exactly what they need to know.

By this stage they have breezed rapidly along an emotional journey, supported by fact, and have alighted at the point of decision.  To take action now, or not to take action?  Yikes - you don't want to mess up now!  Keep them on track . . ..What will swing the reader to jump into gear and not leave it til later?  Quick, can you think of a limited offer, a consequence, some way to motivate them to start loving the thing you are offering ...soonest?   If you can't quite think of something, I know for certain that we can.

We have ideas aplenty, and lots of experience to back it up.  So email us now at marketing@henmore.co.uk and let's put some refreshing sparkle into your advertising.

Olympic year has started

How did 2012 creep up on us so soon?
Can your business take advantage of the Olympic Games?  Not all businesses will benefit and some are claiming the games will have a negative impact.  Madness really that our capital city will be flooded with tourists, yet tourist businesses like London theatres will be closing during the games.
Do you have plans to capitalise on Olympic fever?