Your website is built and ready for your business to share and connect with your clients. Ideally, exactly how to do this would be part of step one’s plan, and should not be an approach akin to putting all ones eggs in ones basket. Online connection is an ongoing learning curve and is too important to be entrusted to anyone who doesn’t care deeply about your online success.
Besides online, there are all the obvious offline ways to get your clients to come to your site: advertising your domain name everywhere your site is mentioned, which is why it has to be a good domain name. You don’t want someone to see your vehicle stopped at the lights with your domain name plastered all over it but not be able to be remembered without writing it down, no one has time to do that in the middle of a line of traffic.
Your domain name, as previously discussed, has to be easy to read and remember, and ideally you can have more than one – one which is keyword-rich (after research, don’t just take a stab in the dark)2 and another with your catchy business name.
Anyway, be creative with where you place your domain name offline, but not annoying, although this is just common sense. If you are quoted anywhere and have to write a bio, mention your domain name in the same breath as your business name.
Next, online. It’s still useful to be manually listed in selected online directories, particularly for your industry. There is still the manually-reviewed giant dmoz, and several others that Search Engine Journal says may still be worth it in the 2020s, considering: “Do you increase the chances of your website getting seen by more customers?
Better yet, will a listing on this site deepen consumer trust in your business? If you answer yes to either of those questions (and ideally, you answer yes to both), that web directory can have value for your business.” There are also search engines to upload your site too, and it is compulsory to be on google maps. I do offer training courses in this if you can’t figure it out or run up against some kind of problem. Other training I offer is using google adwords and facebook advertising.
Next you must consider whether social marketing (facebook, youtube, linkedin, twitter, pinterest etc) will benefit your business and if so how to use it and who will be managing the accounts. I have a few thoughts which I have expressed elsewhere – my main concern is that social media is done well or not at all. In fact depending on your business, doing any form of social media may be a complete waste of time.
However a couple of ways to stay in touch with your clients are definitely valuable and worth considering and this is simply because you own them, unlike any of the social media previously mentioned where you can have the plug pulled on you at any time without any recourse. One way is to build up an email list, and the other is to blog, which as you can see I am a big fan of.
Good email lists do cost money and take a bit of a learning curve to get your head around. But it is a great way to manage regularly reaching out to your clients. So what if very few people read your emails? It’s all about being in front of your clients’ eyeballs. Staying visible.
I am a big fan of blogging because I can do it my way, with my idea of what is fun. Of course, in a blog, you have to provide something valuable to your clients, which hopefully I am doing. The thing is about web design is that everyone seems to be doing it, but I’m sure there are not many who are doing it the same way as I. Maybe it’s a big, fat waste of time, however, if you’ve read this far, (and my statistics and the calls I get tell me I have a pretty good readership), then you must be liking what I am doing.
You may think you have nothing to offer in the way of blogging, the age old “what shall I write about?” Or maybe you don’t want to give it all away. So don’t. Just give enough away so your customers can trust that you know what you are talking about. I’m sure you have plenty to offer.3
- Enjoy listening to Offering on Youtube by the late poet and musician Gil Scott Heron. A tribute to his music has been celebrated recently by jazz musician Charenee Wade. Gil Scott-Heron’s books are available on Book Depository (free shipping to New Zealand) as well as a well-reviewed biography, Pieces of a Man, of his extraordinary life.
- Keyword research is a special skill, I have my own method which I also use for writing blog posts, adapted from a niche marketer, where getting the right keywords is especially important. Actually it’s important for everyone.
- Enjoy listening to Offering on Youtube by the late poet and musician Gil Scott Heron. A tribute to his music has been celebrated recently by jazz musician Charenee Wade. Gil Scott-Heron’s books are available on Book Depository (which I endorse for several reasons, including that there is free shipping to New Zealand) as well as a well-reviewed biography, Pieces of a Man, of his extraordinary life.