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ec Newsletter #23

Hello from a not quite so sunny Gisborne.

Welcome to new subscribers on the mailing list - I hope you get some great ideas for your web projects from these newsletters - don't forget to forward them to your friends.

We are continuing our great "six months free hosting" deal see the bottom of the newsletter to find out how you can have six months on us...!

The past Newsletters can be found here; our contact details are below as is the unsubscribe information at the bottom.

How do your potential customers know you are “real” when they visit your web site…?

This story tells of someone who will be very sceptical of future web purchases.

Below you’ll find what we do to ensure that people who visit your web site can know you are a trustworthy operator that won’t rip them off.

Conversions is still a very real metric that you should be looking at with your web site – what are the real outcomes (enquiries or sales) that come from the traffic you receive on your web site for any given month.

Having a low conversion ratio isn’t doing much for your bottom line in business or during these tight times.

Having the same traffic but converting more visitors into revenue is a no-brainer and something that you should always have in your mind to review the website regularly.

Many of the elements mentioned below should be inexpensive to implement and many you can do yourself using the E-C Toolset.

Contact Information

You may be working from a garage but having your real physical address on your web site should be a must. Even if you only have a PO Box number ensure that you provide all phone details.

Some web sites do not carry any idea of where they are based – not even the contact page…! What message does that really send…?

Using Google maps also helps with search engine optimisation and helps people find your “front of house” to visit you in the real world.

Product Information

It goes without saying (at least it should be obvious…!) to ensure that you have enough information for visitors to make a buying decision.

How big is the product – what is the manufacturer’s serial number – exactly what is included in the price…?

If you have to describe the item to a visually impaired person – or someone over the phone could you…? Thinking of this level of detail gives potential purchasers “trust” that the product is for them

Service Information

Do you include all the extra little things that you do that no one else in your industry or area in the same industry does? These unique selling points sometimes get forgotten or placed away from the actual service delivery information – reinforce these at every opportunity.

Team Information

Do you include profiles – and more importantly – photos of your team…?

People buy off people – even though staff may cringe at the idea of having photos on the web site it will help to prove you are real – as cynical Kiwi’s we can tell when the clip art has been sourced from outside NZ. Those carefully staged clip art photos just don’t say – “Hi I’m a Pakeha, Maori or Pacific Islander”

Profiles are also great from a sales point of view – why include the fact that you are on the board of trustees of your local school – because the next potential visitor to your web is one too. So you may already have something in common with them before they become a customer.

Professional Looking Website

Does your web site look professional – or was it created by your neighbours son or daughter – no offense to someone starting in the industry but your public facing web site is too important to practise on.

A business web site needs to reflect all the values of that business – some templated web site design are also starting to look less than professional – and therefore less trustworthy as well.

Other factors: -

Spelling – I need to be careful here because I spell everything with the “F7” key – my spelling does need improvement…! Bad spelling can be a dead giveaway that the creator of the web site is not a native English speaker and the trust value is directly inversely proportionate to the number of spelling or grammatical errors on the web site.

Fast Loading – the BBC did a study a few years ago (sorry I couldn’t find the page now) that a fast loading website gained more “trust” from a web visitor. The findings told us that people thought the entity must be large and dedicated to great service because their connection to the web was fast – just because their web page loaded fast.

Terms of Trade / Guarantees and other legal stuff – all of the legal sort of backup information helps position yourself as a expert and that you know what you are doing.

History – there no substitute for length of time in business to give you experience. Even if you are a new businesses list some of the areas of expertise that you bring to the new entity.

Testimonials – anyone can say anything about you – so the best testimonial content would be to give each of them context – what were the circumstances of the purchase from you..? – And perhaps include a photo too of the happy customer in front of your premises.

And I’ve left the best one for last – Social Media

Social media is things like Blogs, Twitter, Flickr and industry specific communities such as TripAdvisor or TrustCite.

All of these can be used to increase the credibility of yourself and your team – I won’t go into these here today (they are an article in their own right..!) but do please contact us form more information about adding some of the to your web site.

Using the E-C Toolset you can edit the pages whenever you need to – and you can add as many pages as you need to get your message across.

Upcoming Webinars

Here's the dates and times of our next Webinars about Webinars:
Book online...

Fri, Apr 24, 2009 1:00 PM - 2:00 PM NZST
Fri, May 1, 2009 1:00 PM - 2:00 PM NZST
Fri, May 8, 2009 1:00 PM - 2:00 PM NZST

Here are a few ideas how you could use Webinars:

A wedding caterer could use them for prospective customer once per week to run through their full service list with example photos of layouts and options for that special day.

A bed and breakfast operator could host a Webinar with a walk though of the rooms available as well as some ideas of local sights and places to visit.

A professional services consultant could use the Webinar to give some tips and hints about improving their customer's bottom line.

If a new client visited your web site they could register online for the upcoming Webinar easily and quickly.

If a potential new client contacts you during the week then let them know the Webinar will be available - it's a great way of getting engagement in an interactive way.

Bonus Tool


We often have to include links to various web pages – either something from our web site for reference or some other web site that has something of interest on it.

TinyUrl is a free service that allows you to cut and paste any long web address into the entry box on the web site and it creates a short url that you can use to send people to that link.

Great for Blogs, Tweets as well as Email.

Bonus "Bonus Offer"

We need new clients! Who do you know that needs a new web site that really works...?

If you refer a new client to us we'll give you (and them) six months of free web hosting when we launch their new web site - just ensure that they let us know you referred them...

If you like these newsletters then please do forward it onto a friend...

Bonus - Bonus - Bonus!

New Book Reveals a 7 Step System to Ensure You Survive the Recession and are Set to Prosper in the Resurgent Economy.

A great new book by Auckland based consultant, Greg Roworth, titled "Put Your Business on Autopilot" has just been released. Greg is a multiple small business owner who understands the struggles of building a successful small business and by getting the right help, eventually succeeded in creating the most successful business of its type in his locality. Since then he has gone on to create an international consulting business. In his book he spells out the system he used and now uses with his clients to grow businesses successfully by breaking through the typical barriers that hold back small businesses and at the same time, freeing the owners so that the business works for them, instead of them working for the business. Greg's book is a "must read" for all owners of small and medium sized businesses.

The book is now available through Amazon and Greg has offered readers of this newsletter some valuable bonuses, just for taking a look. You can get some of the bonuses even if you don't buy his book, which you really should if you are serious about achieving real business success. Go to www.businessflightpath.com/ecbonus.asp to check it out.

Kind Regards
Greg Roworth

Put Your Business on Autopilot
Small Business Success Blog
Business Flightpath Info and Free Business Success Tips and Articles

Have you seen the E-C Help section lately...?

It is available at www.ectoolset.com/help/

We've also archived these newsletters at www.ectoolset.com/news/

That's it for now - please do let us know what you think of the newsletter - and of the e-c toolset and thanks for your business...!

Cheers and thanks again

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Phone +64 6 867 7660
Fax +64 6 867 7143


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