Finally Launching My New Website…

The Trials and Tribulations of Building a Website

I would love to say that my new website is finally finished, but websites are never finished.  They are a living and breathing part of your business that is constantly evolving and changing. What I can say is that the major redesign of my new website is finally complete. What I am saying is the structure of the site has changed dramatically. What I want to share is my journey that is filled with errors, poor judgment, but is guided by a clear vision and the result that I wanted. Let me explain the clear vision first.

I wanted to have the RickSegel.com website to be easy to understand, use and serve as an example of what good web design should be. The other thing that all of us want in a website is that it must be an investment and not just an expense. There are too many websites that are built which are beautiful but worthless. A website should generate business but it cannot be any type of hard sell. It is important to understand I have reviewed over 500 different websites in seminars, workshops, webinars, magazine and newspaper articles along with my book, The Essential Online Solution. That makes me a picky customer.  Generally, I am an easy sell, but as they say, knowledge can be a dangerous thing. The other factor to consider is that not only have I reviewed that many websites, but I have also reviewed the work of hundreds of web designers.

The one constant complaint that I got about my previous website was that it was difficult to navigate. The sad part about it was even I couldn’t find things that were there, so how could I expect my visitors to find what they were looking for? The internet, ecommerce, and web designs are changing at hyper speeds, which means your website has to be and look fresh all of the time. The other goal that many of us forget is that the web is about convenience in finding things fast. That is why things such as pictures flying in and out, music blasting, and the use of FLASH is truly not necessary. One of the other things I learned from reviewing so many sites is that the prettiest sites don’t always receive the highest ratings. It is the ones I refer to as utilitarian that often receive this distinction. Another way of saying it is that function beats out form. So don’t expect to go to my website to find whiz-bang graphics.

Now let me share some of the mistakes I made along the way. I believe the biggest mistake has been in my selection of vendors or consulting firms who supposedly have all of the answers. My new site represents the efforts of four different web development companies. One quit, two were fired, and one firm I love. The web designer who quit was a one-man shop who simply burnt himself out by promising too much and carried guilt when he couldn’t deliver it. That was my first lesson for the size of the website that I have: a one-person shop is way too small if you want multiple projects taking place at the same time, which is really what the web is all about. The first company I had to fire just talked in technical terms and I had no idea what she was talking about. When I would ask for an explanation, I was made to feel stupid. I am the customer. She forgot that and I forgot her. The good thing about the relationship was that I realized it early and made a move.  

The next firm I hired had such great promise. I loved the people she employed and loved her website plus the websites she had created in the past. I should have known there was a problem when shortly after I joined the firm, she changed her website and the new sites she was designing were terrible. Remember I had a clear vision of what my website was to look like and do for me.  The principal of the firm would argue with me on every change I wanted to make. We would meet on a weekly basis and argue about the stupidest things, and I ended up wasting months and money until one of my colleagues observed that we were literally just spinning our wheels and going nowhere. The lessons to learn from this relationship were firstly, make sure your philosophies are in sync with each other. Second, never trust a company that is telling you how to do business when the health of their business is suspect. Lastly, don’t ask them to use a process or a piece of software with which they have no experience.  

I am a huge believer in the HubSpot Software Solution to “Inbound Marketing”. The company that I had hired did not know or understand the true benefits of this approach to marketing.  In short, I was paying someone to learn and that was dumb! To my credit, I was smart enough to finally go to HubSpot and ask them for referrals of consulting firms which utilized their product and processes. That was smart! I then reviewed 15 different vendors and interviewed 8. That was also smart because each one gave me more knowledge and a better understanding of what was needed.  

Let me share the reasons why I like my website as much as I do and maybe there are some lessons for you to learn as well. I do invite your comments and criticisms, and I will explain and defend any of my actions and why we did what we did. I am not saying defend in a negative way but rather an explanation of why it was done that way.

1. It is easy to navigate. Anyone can figure out where they are and how to get there.
2. It is focused on the benefit of the viewer.  
3. It is built for growth. As many pages as it has, it is relatively easy to add to it.  
4. There are reasons to return to the site.  
5. The calls to action and opportunities for perspective clients to contact me are many.  
6. My use of testimonials helps to build my credibility. It reinforces Rick Segel as an authority and a thought leader.
7. It positions me as the expert in my field. This is important for all of us, not just for a writer and a speaker. Every retailer has to be positioned as the expert in their area.
8. It is an integral part of all of my marketing efforts and it has a lead nurturing system built in for prospective clients.  
9. It allows me the flexibility to include many of my other business ventures under one umbrella, such as texting4retailers, mystery shopping4retailers, and even websites4retailers.
10. There is a sense of organization that is not only appreciated by the viewer, but also appreciated by the people who work on the site. Simple is good.

I wanted to make the process I went through an example and something we all call learn from so that maybe your process will be a little bit easier than mine. I will share the name of the company that I am using: Lynton Web Solutions out of Houston, TX. Rick Segel and Associates are pleased to announce a partnership with Lynton Web Solutions which will create websites for retailers and help them with new and innovative marketing strategies.

I hope this makes a difference in your online struggles.

Have a great week and check out my website at www.ricksegel.com. I would love your feedback.

What Would You Do If Someone Said Negative Things About Your Business... to the WORLD

"Rick, PLEASE HELP!!!" One of my customers was so unhappy that I wouldn’t give her a refund on something she bought 6 months ago. She is destroying me on the internet. I don’t know what to do. Please help me.

"I believe in treating people fairly and honestly but this woman tried to return a $350 serving set that we sell mostly at Christmas time.  I did take it back but I gave her a gift card for $350, plus the tax she paid. She complained that she gets cash back everywhere she goes and she would never come back."

"Then this happened. As she was leaving the store, she noticed we had the exact same serving set in our clearance section. It happened to be marked down to $99. Yes, this woman bought and NOW she demanded the difference back in cash."

"We politely said no and that she would have to spend the balance. Again she opened a mouth and told us she would tell the world what horrible people we are and what a horrible business this was."

"Well, she did."

"She wrote posts on my blog, she sent out tweets, entries on Facebook and any social media networks you can imagine. Rick, what can I do and where do I go?"

Signed by Mary X, a Gift Shop Owner in the Midwest (The store owner wanted to remain anonymous but granted me permission to use this scenario.)

This is becoming a rapidly growing problem. The customer today has power over us like never before. We are almost at their mercy and it kills me to say that. Throw "FAIR" out the window. We are living in a world of FREE, have it your way, totally customized for you, type of world.

In a minute I will share what the experts on negative feedback say.  But I want you to consider two issues.

1. The cost of this negative publicity can be far more expensive than the return. Yes, I know it’s the principle BUT we can win a battle and lose a war. I once was almost involved in a lawsuit that I had a 100% chance of winning. But I chose NOT to sue because the cost of suing was more than the victory would have been.
2. We can be as nice as possible and still have a customer upset with us. So don’t beat yourself up and accept the new reality. Social media such as Twitter, Facebook, blogs and more are great tools to use to connect with customers. The great thing about social media is that you really put yourself out there. But with this openness, problems can occur.

But how do you deal with negative feedback?

• Create A Policy - Before you start having comments available whether it's through a blog or a Twitter conversation, make sure you clearly outline the organization's policy on commenting. I know it sounds excessive, but having some guidelines in place will ensure that you won't be caught off guard.
• Make sure it’s not libel - In the United States and in many countries around the world, truthful statements about another person are safe to publish. However, publishing outright lies with the intent to defame or injure the reputation of others is illegal.
• Don't Lash Out - It's easy to respond quickly when someone makes you mad. The best thing to do however is keep your cool, no matter what the situation. You will come off as the better person for it.
• Respond Publicly - If someone makes a negative comment, respond publicly to let others know how you've handled the situation. Maybe others were wondering the same thing, but didn't want to ask. Being able to handle the situation shows that you (and the organization) are in control.
• Respond Privately - This may seem the opposite to the point above, but let me explain. While some situations require a public response, others do not. If you are being harassed, you may not want the situation to play out over the blog. Also, if a negative situation is going back and forth many times, you should move that to a private conversation as to not interfere with your other posts/comments.
• Respond in a Timely Manner - If you take too long to reply, people may think that silence is your answer. Try to respond as quickly as you can, even if just to say that you will be able to provide an answer/opinion shortly. That way people know that you are involved.
• Be Clear and Concise - Nobody's going to read a response that's many paragraphs long. Keep your answers clear and concise and you will get your point across.

Mary, I hope this helps.

(A special thank you to the pros at Synthesis Communication and The Reputation Hawk for their contributions.)

A Lesson From The Dentist… There Is A Lot to Learn Here

The other day I had an appointment with my dentist because I broke a tooth and needed to have a new veneer made.  Because of the moves I have made in the last few years, I have only been with this dentist for two years. However, of the four different dentists I have used over the last 35 years, my current dentist and his company is the best, most professional dental firm I have ever encountered. There are actually 3 or 4 dentists, at least 6 hygienists, and lots of assistants who are just buzzing around all day.

There are 3 wows about this practice:

1. Appointment times are always honored and I have never had to wait more than 5 minutes from arriving.
2. Your first appointment has a 30-minute sit down face-to-face meeting so that the dentist can better understand the whole patient. It’s a nice touch but isn’t that what wows are?
3. My dentist is a nice, very personable, wonderful man, a great employer, and also a brilliant man without being obnoxious about his intelligence.

So what could a gift shop or a garden center learn from my dentist? LOTS.  

See if this sounds familiar:

I will refer to my Dentist for the purpose of this article as Dr. T. We were discussing the phenomena of the effect that Extreme Makeover TV Show had on the dental industry. On the show they used a method that was called the Davinci Process for capping or putting veneers on teeth to create beautiful white teeth. Dental labs and dentists across the country were getting lots of inquiries for this process. It got so big that the process developed by a dental Lab in LA actually developed a license/franchise agreement with the labs and dentists around the world. (Great PR works…That’s the first lesson to learn.)    

It is a very good process but most dentists and labs can do similar things.  That’s what started a most interesting discussion.  Dr T then made the statement, “Doesn’t it kill you when a patient (a customer in our world) tells you that they went someplace else to have work done and it’s work you do?” In his case, this meant someone going to another dentist for cosmetic dentistry.  He said that’s what he does and besides he hated the term cosmetic dentistry.  

My response was, “What do you expect? How are your patients supposed to know what you do?” He didn’t have a sign, a testimonial, a before and after picture other than one created by dentists for dentists. He didn’t even have a simple brochure describing his services. He responded that he never advertised and everything was done via word of mouth advertising.  Now understand, this is a very bright man but something doesn’t seem right.  He is dependent on his patients to tell his story about an extreme makeover of someone’s smile. If he is busy now, I wonder how busy he could be with the proper marketing?

So then I asked the biggie. “How does your website handle your services?”  His response was “not great because I even have a problem navigating the site.” Now that’s a bad sign-- if you can’t navigate it, how is your reader going to do it? And speaking of signs, I suggested that he should have signs on the ceiling right above the chair. Is there a more captive audience than a patient lying down in a dentist’s chair with nothing else to do but read a sign?

I explained that today we can’t just depend on word of mouth advertising like we used to because the natural way people look for new services or goods is NOT by asking a friend. It is by “Googling it”. Plus customers today are bolder about negotiating or at least not afraid to ask the price and shop dental services more than ever before. So I said when he finished my tooth repair, I would take a look at his website.  

His website was absolutely beautiful. The graphics were first class. BUT that always scares me because if they look pretty, somehow they aren’t always functional. Plus they just never seem to score high on web results testing.  

Dr T showed me the services section and I saw before and after shots. However, there was no testimonial or endorsement or any type of emotional connection. It was all insider shop talk void of the people and personalities.

There were no videos on the site at all. There weren’t any video endorsements or dental tips by the dentists. Even a video on what to expect if you have Cosmetic Dentistry. I then ran the website through websitegrader.com. His website’s score was 24 out of a 100.  That was terrible. This site cost him thousands of dollars to create. It was written on a graduate school level but that’s not who his clients are. The before and after shots lacked any type of touchy feely feeling and certainly sounded like insider talk about the various procedures. The site was just too stuffy and didn’t serve the needs of his community.  

I then graded the website developer that was charging these dentists huge fees. Their score was 84%. Although this is good, people who do this for a living should have scores of 95% or better.  

My last comment was that the site was all about the dental practice. NOT HIS PATIENTS or the benefit he brought to his patients. He didn’t offer anything to his patients, no newsletter, no blog, no ask the dentist section, no videos to make the flow of information easier, no CALL TO ACTION BOXES TO MAKE IT EASIER TO DOWNLOAD ANY SPECIAL REPORTS, tips or anything else.  

The goal TODAY: TRY TO POSITION OURSELVES AS THE EXPERT. Dr. T already has that level of professionalism but he is throwing it all away by not reinforcing it. People pay extra for expertise which also means he should create his own brand for his process for capping teeth. Call it the Michelangelo Method or better yet, he could use his own name in the process.  

The bottom-line is that it is about the customer. Not us. How can we serve them better? How can we communicate what we do and how it benefits the customer? What can we do for them and how are we teaching them today? Now act on what you have learned. I know Dr. T is going to.

This is an alternative ending:

Last point and this is the tough one. As you can plainly tell from my tone I really like Dr T. I would recommend him in a second. I am as loyal a customer/patient as you can get. BUT 5 weeks ago my wife needed a crown and we were still in Florida.  She went to a dentist that we had no long-term relationship with. He told her she needed a new crown and the price would be X. She then called Dr. T office to have it down there. After making the appointment she asked how much would it cost? She was shocked when she received the estimate which was $500 less. Guess where she had the work done!

We still have to price competitively.

The Seven Breakthrough Marketing™ Tools

If you are a regular reader of this column you are beginning to better understand that there is truly is a revolution taking place in marketing today. There is an explosion of ideas coming to market. But it’s more than just the number of ideas-- it is the speed in which these ideas become accepted and used by large numbers of our marketing audience.

The days of saying, “We do it this way”, or “Why fix it if it’s not broken” are no longer a part of a marketer’s vocabulary. Then you add one more element to the mix of quantity of ideas, the speed of acceptance, and universal use --the cost. Most of these ideas are either low cost or no cost but do require commitments in both time and education.

The bottom line is that we reach people differently today. Consumers have new buying habits and ways in which they receive information about the products and services they seek. The following is my list of The Seven Breakthrough Marketing Tools we need to know in order to compete in this overcrowded marketplace:

1. The Touch Tools - These are the ways that we get in touch with people-- from face to face, to telephone calls, to communicating via answering machines, to traditional mail, e-mail, text, newsletters, etc. The reason why this tool is so important is because if a business is collecting email addresses but the majority of their customers prefer to be contacted via the telephone, then the method is worthless. Making a business aware of the preferred touch tool can make a dramatic impact on the effectiveness of their marketing efforts.
   
   
2. Multiple Landing Pages - Today a businesses DNA is made up of the words that our prospects use to find our type of business, our products and or our services. This is perhaps the most important of all of the tools because people do not go into websites from the front door anymore. They do searches for specific words and phrases and we must have a single landing page where they land and then we can redirect them to the rest of the site or sites. In other words, if you sell Blown glass by Josh Simpson. Make sure you have a separate dedicated page for just Josh Simpson Art where you use Josh Simpson’s name as often as possible. That page links to the rest of your site.
   
   Then you want to have another site that just talks about “Blown glass” and again the term “Blown glass” appears as many times as possible. These pages are not generally long. They have only a couple of short paragraphs and, of course, they must have some graphics that will encourage the viewer to explore or learn more about your  company and entice them to click on other sections of your website.
   
   
3. Call to Action Graphics - The call to action is the action step we discussed in #2.  These are the graphic nudges that will encourage the reader to seek more information. This is perhaps the single biggest mistake that we all make when we don’t create a vehicle for a prospect to find out more what we can do for them. That is why websites today should have multiple forms to fill in to receive “additional information”, a “trial period”, or “free offers”, etc. The reason why you need graphics is to make it stand out. A call to action without graphics draws 73% less action.
   
   
4. Create Your Lead Nurturing System - When someone expresses an interest in a company or a product, what system do you have in place that will follow up with the customer? This can be a series of emails, letters, newsletters, or even phone calls over a desired time period, generally from 3 months to 1 year. I like to say, “until they Buy or Die”. But trying to come up with an idea of what to send or say every month or quarter can be a daunting task that rarely ever gets done. However, if you plan the pieces in advance the job is less intimidating and gets done.
   
   
5. Opt-in text/M-commerce - This is perhaps the fastest growing of all marketing tools and one that I am about to make a major personal investment in Texting Advantage for Retailers ™.  Here is the concept:  You will see in an ad on a sign in your window or on the side of the bus that says something like text 71277 and in the message type in “specials”.  Or it could even say get our tips on ………………………  This message can be on a billboard, store window, plastic bag, etc. The bottom line is that people can opt in to your list without ever having any contact with your business. That is a powerful concept that in turn will result in sales.
   
   
6. You Tube and the Video - This powerful technique is changing how we not only learn but also the way we entertain our self and it’s all FREE. It’s important to separate the concept of using Video and YouTube. YouTube is important because it is a first rate delivery system that has an unbelievable distribution network. But it is the use of video that is so important. These include:
   
   
1. Video Testimonials - Here you will capture comments by customers, make a video of them, and post them on your website. They can also be played in the store.
   
   
2. To Learning Minutes - These are 2-4 minute educational videos that should be branded and can teach the customer something about a product or technique. Again, they can be played in the store, in a section of a website, and can be combined in a collection that can be sold.
   
   
7. The coupons - I recently wrote an article pertaining to the use of the various coupon services. My advice is that I would get involved with as many coupon services as possible. Why? Simple, they are all pay for performance. So as long as you make an appealing offer without giving the store away, you can’t lose.
   

These are my seven tools but the way things are happening so fast, be prepared to learn new twists on some old rules and some ideas that could only happen because of the new technology that the internet delivers to us almost daily.  My advice: select what makes sense to you adapt and adopt it. But fasten your seat belt and get ready for the ride of the explosion of marketing ideas and concepts.

It’s Time Your Business Jumped on the YouTube Bandwagon…. And Here Is Why

YouTube is more than weird people trying to get their 15 minutes of fame. I believe it is becoming one of the most important tools to understand, master, and employ in your business today. What I want to do is first tell you some of the ways you can use YouTube in your business. Then I am going to take you step-by-step on exactly what to do to go from an idea to finally having your first video published.  

It is important to understand that the method or technology that is important is the use of video. YouTube is just a free service that makes using video on line so easy and inexpensive that we sometimes just refer to the videos as YouTube videos. It is really just using video but when you price out the cost to do it yourself, you will begin to understand the significance YouTube has made.

First a disclaimer: Although I have used many videos in my business, I have never been the one who handled any of the technical stuff that is involved in making this work. I say that because if I can make it work anyone can! I have never been accused of being a computer geek.  So I am going to use my very best “Dummiesque” skills and make it so easy that even someone afraid to turn on your computer will be inspired enough to give it a try.  Now, let’s begin.

How can a small business or retail store use You Tube and why should they?

1. The Testimonial. Have you ever had a customer give you a compliment about how much they like your store? Of course you have. The next time that happens just pull out your digital camera and ask the person if they could repeat it so you can film it.  If they are complimenting you, trust me they will never complain about doing it.  Then you can download it on to YouTube and the places you can use it are endless--from your website to having it play in the store.  
2. Positioning & Branding.  A short YouTube video can tell your potential customers who you are and what you do and the important question, “Why should the potential customer do business with you?”
3. Training. A YouTube video doesn’t have to be available for the general public to view . If you have lots of part time people, it is a great way to offer the same program wherever they are. Then create a test to make sure they watched it.
4. Product Information. The next time you work with a sales rep, interview them and let them talk about their product or products. Sales reps can be a very valuable source of product info. Just ask 3 basic questions and remember that the video should be no longer than 4 minutes.
5. Product Showcase /Product Presentations. This seems so obvious but it’s amazing how many people forget to just talk about the products they sell.  
6. Educational Purposes: Every retailer today is in the education business because there are so many new solutions or products that are being released weekly or monthly. But it more than just new products; it’s how we use or maintain our old products. Like the jeweler who teaches how to properly clean a ring. Or the gift store that teaches what the best gift to give for the occasion.  
7. Make it personal. Unveil the person behind the company. We like to do business with real people and YouTube videos are a great way to do just that.  Just talk to your customer and tell them how you got started in business, your successes, and maybe even failures. We love to do business with the underdog. Introduce your family and/or staff.  
8. Employee Videos: Encourage your employees to make videos about some positive aspect of the business. Or even have employees talk about the positive attributes of a business. Then take it a step further and have your employees sing the praises of another employee and what a wonderful experience they would have if that employee takes care of you
9. Contest Videos: This can apply to your employees or it can apply to a customer contest. Especially if you are catering to a younger market, it is amazing how these kids get into creating their masterpiece. The only requirement is that that it’s clean and relates in some positive way to your business. Remember the Word of Mouth thing. This is the stuff people talk about.
10. Share the Journey Videos A few years ago a restaurant chain called BGood in Boston won The Retailers Association of Massachusetts restaurant of the year. This business was built solely on their videos. Every couple of weeks they release a new video. As the owners described their unusual form of marketing, they said all we are doing is sharing our journey. They are hip, upbeat and fun. Go to bgood.com to review these classics. Wait to you see the amount of videos they have created. (There is even one when they received the RAMAE Award from me with the Legendary Uncle Ferris. He is one of the owner’s uncles and is quite the character which makes him perfect in the use of video.) 

The Steps from Neophyte to YouTube Producer and Director:

1. Log on: Go to YouTube.com Create a YouTube account. (If you have a   Google account, it’s the same.) Then log in.
2. Title:  Type in your Title
3. Description: Then type in the description of what the video is all about
4. Category: Then decide what category should your video go into. (Just pick the one that best fits.)
5. Tags: Now type in the Tags, which are simply the words that people will use to find you.
6. Broadcast Options:  Choose Open to the public or private for just friends or family.
7. Sharing Options: Choose if you want to create a URL or if you want to embed it into your website.
8. Upload from your computer and you are now done.

Now you have a basic video.  If you need any help editing and you are a Mac user, go to IMovie. Microsoft has a similar movie-editing feature. There is also a simple free service called Slideroll.com that works well.  

Don’t go crazy with creating all sorts of fancy intros at first. There will be plenty of time to get sophisticated.  There are also some wonderful YouTube videos that explain what to do.  Have a great week.

http://help.youtube.com/support/youtube/