Business Web Presence | Kinetic KnowledgeSmall to Medium Sized Business Web Presence: What’s Really Necessary?

 

As a small to medium-sized business owner, you are likely wondering how dedicating your precious time and resources to your web presence (not just a website) will truly benefit you.

What’s the point? How about a strategic web presence that will give your brand widespread visibility across major platforms and search engines. This visibility will lead to more eyes on your business, more traffic on your site, and more prospective leads.

The beauty of the web is that you’re able to instantly give people what they are searching for!

Small Business Web Presence Toolkit

In order to drive leads and increase visibility, you’ll need to have a strong & coordinated set of tools in place.

This web presence should consist of:

  • A professional website
  • Quality content, pages dedicated to each product or service
  • Trusted off-website citations, linked references to the business 
  • And a fundamental SEO strategy for all of the above

Having a professional website, possibly with a well-designed logo that people will recognize, is a start. It is the brand online, a place where a depth of information can be used to differentiate, but it’s also the bare minimum.

Quality content that differentiates and defines advantages is a necessity. Each product or service should have its own page. You need content that defines your brand as an authority in your field. If not, assume that Google will not be interested in ranking it, because that is what Google is looking for.

If the subject of your products and services is competitive, then assume that other website references for & links to it are necessary in order to competitively demonstrate that authority.

Once those are set in place, you are still going to need a solid SEO strategy in order to tend to all the details that are going to be necessary to outperform the competition! The analysis of your visibility must be included in order to see what is and maybe what is not working on an ongoing basis! 

After all, you need to be visible in order to start capturing consistent leads. This is the lifeblood of your small business and the reason for working on a web presence is so worthwhile.

Success on Google / Search Engines

When you dedicate the time, energy, and patience needed for a strong web presence, you will be rewarded within the major search engines like Google. You will have unlocked an extremely powerful source of free, organic advertising.

With Google, you are able to show up right in front of your ideal client exactly when they are looking for the services you offer. Unlike advertising that interrupts, they are qualified as a lead by their effort! 

In order to rank and increase visibility on Google, it is highly recommended that you become familiar with the tools they offer to help, including:

●      Google My Business

●      Google Search Console

●      Google Analytics

After all, who would know better than Google themselves how to succeed on their platform? And why would they offer these tools if using them didn’t offer advantages? 

Fundamental Search Engine Optimization

Optimizing your website for the search engines is always a moving target and never an exact science. That would make it too easy for those trying to game their system. So when analyzing your site’s content, you want your focus to remain balanced between what is a good human experience and what search engine algorithms can identify as a useful human experience.

At any time, there are up to 200 signals Google’s algorithms will use to rank your page versus all the others. You will never know exactly what all of those are nor how highly weighted any one signal is. With experience, having leveraged strategic trial and error, you can come up with a system that delivers consistent results.

Advice For The Busy Small to Medium Sized Business Owner

If you’re not willing to spend hours learning these principles and strategies, much less executing the tedious ongoing requirements, your next best option is to seek out experienced help.

The Cost of Search Engine Optimization

The cost of a fundamental SEO plan to start the process of building a powerful web presence for your business consists of the following:

  • The specialized tools and software necessary
  • The size of the target market
  • The size of the competition, including the geographic area where it is engaged
  • The number of target keywords
  • The time & labor necessary to execute it all on an ongoing basis

We’d love for you to consider Kinetic Knowledge in your journey to building a powerful web presence for your small business. Don’t hesitate to reach out and ask us:

  • What’s done
  • Why it’s done
  • For references
  • For examples

Take a look at our available services, and don’t hesitate to contact us today!

What Should Home Inspector Website (s) Have? 

 

Because Home Inspectors are usually chosen by people in one of two ways, 1) friendly referral or 2) identification by visible web presence, the website is a crucial part of any Home Inspection business success story. In fact, it is rare that a Home Inspector or Home Inspection Company even meets a new client until the inspection has been scheduled. 

Most new prospects are home buyers and it’s inevitable they will be searching online for new homes, community and school info, real estate agents, mortgage assistance and a home inspector. Because selling to them directly is rarely an option, the home inspection website (including information- consistent citations) must do the selling! There is no logic in having prospects arrive on a website that is not capable of impressing the most discerning individual. And while most visitors won’t venture past an inspector website’s home page, it’s certainly important to have everything a detailed individual might require – built and ready to impress OR consider them lost.

The Home Inspector Website List

 

  1. Home Inspector Websites NJWebsite Software: An important decision for any marketer is what software to use to build a website. If ownership, software that advances, endless design and application options, fully responsive rendering on all devices and a means to scale the test of time matters – only WordPress will satisfy. For Home Inspector websites WordPress is simply the best solution.
  2. Design: Design that makes an impression, plus the ease for navigation to the answers any Home Inspection prospect seeks. Note: while there is a correlation between design and a high-quality Home Inspection service, for the Home Inspector website – new sales likely come down to the information.
  3. Call To Action: The website must make the reasons why one must hire this home inspector, what’s included, promises, even guarantees and qualifications visible! These are what call a visitor to action. Phone numbers, contact pages, booking applications (in circumstances where it is manageable) are then – necessary!
  4. Content/ Information: There must be pages dedicated to the different challenges a homeowner will face, including how this home inspector will inspect and report on them. Pages on Termites, Mold, Radon, Rooves, Sewers and more will be the difference with a discerning prospect who wants to know this home inspector is prepared. A blog for timely reporting and coverage also matters! 
  5. Inspection Report: An example of the kind of home inspection report a prospective buyer can expect goes a long way towards building confidence.
  6. Imagery: It’s quite possible a visitor appreciates visuals, maybe to help discern the types of mold they are seeing. A gallery of images, complete with titles and descriptions is a smart demonstration of home inspector knowledge & experience.
  7. Applications: Lead capture forms, (in some cases) booking applications, downloadable forms or even an e-commerce engine can be useful additions to a Home Inspector website. If so, it’s all manageable with a WordPress website by Kinetic Knowledge.
  8. Host And Updates Management: Fast loading pages on any device is a matter of good hosting. What’s more, good website software advances; browsers, search engines, mobile standards, and the entire World Wide Web all constantly advance … and so does WordPress! Advances come by way of software code updates; regular WordPress core, WordPress Theme, and WordPress App updates come and they must be managed.
  9. SEO: Detail on Home Inspector search engine optimization is for another post, but this is where the Home Inspector competes for qualified searching home buyer (or owner) leads and sales!

 

Home Inspector Website | Home Inspection Co. Website Marketing Services

 

We’ve been around 16 years; we are NOT a company that builds our own efficiency at the expense of client service. We understand our client’s business objectives, insist upon listening to questions or concerns and sharing the guidance a client needs in order to make informed marketing decisions. We are a top NJ Home Inspector Website Designer, a specialized WordPress Host And Updates Management service and we also excel for Home Inspection Company SEO . Give us a call at 732 722 5915 or drop any questions you may have here [Contact Us].

 

The Top Business Directories Locally Are No Longer The Yellow Pages

Business Directories | Kinetic Knowledge

 
The days of people finding a business locally in the print (or web-based) Yellow Pages are pretty much gone. Nowadays a consumer’s locally specific search will turn up a number of modern directories, website pages from the businesses that have sites full of good specific content and maybe a yellow page listing here and there.


Why Should A Business Bother With A Directory?

 

Getting your business’ Name, Address, Phone (NAP) number, plus improved opportunities for additional detail, listed on the business directory and citation websites can not only improve visibility but local SEO! Not only does a website backlink from trusted directory listing matter, but the NAP (including hours of operation) information is routinely cross-referenced for consistency by search engine algorithms.

What’s more, if a business doesn’t have its website together then a listing in the right directory may at least support for the most basic local searches. Some directories generate actual leads; some offer a favorable environment for valuable reviews and others offer highly sought after SEO friendly trusted backlinks to a website.

Locally, the Business Directories matter to a business wanting a broad consistent search-friendly web presence.
 


The Top Local Business Directories 

 
  1. Google My Business  = Google is the place where people search for everything, including local products & services. What’s more, Google presents its directory listings high in its search results (local map pack) when the search is local.
  2. Facebook
  3. Apple Maps 
  4. Bing
  5. LinkedIn Company Directory
  6. Yelp
  7. MapQuest
  8. SuperPages
  9. YellowBook 
  10. And those you often see in search results … because logic is if there then they are trusted!
  11. And finally seek out FREE local directories where a detailed listing can be registered, including a backlink. Town, County, Chamber Of Commerce & other Government listing & citation sites are often relevant sources of local business information … in the eyes of both humans and search engine algorithms! Highly specific category based directories can be relevant too.

Concerns With Business Directories

  1. Some directories will already have the business listing in their database, while others may require a business to register one and then to go through some form of confirmation process;
  2. There are so many local business directories the value (in general) may be diluted with ‘people that search’;
  3. There are so many directories that search engines may not value the listing content or its’ backlinks;
  4. It is hard to know which directories truly matter and for what;
  5. The directory business model is typically to sell upgrades & advertising, potentially leaving a free registered listing in an obscure place;
  6. It is difficult to know which directory will value the listing content and which will abuse it as an opportunity to redirect visitors to other content;
  7. A listing registration can take a lot of valuable time AND 
  8. Your clients will have to register personal accounts in order to give you a review … discouraging many. 

Search or Display Advertising, Where Should My Business Spend?

Contrary to popular belief, when it comes to web- based advertising it is Display (i.e. Banners, Video and Rich Media) that outsells Search. Likely because display advertisements cost less, on average 30% less than search ads. Display can work for a lower-budget brand awareness, new brand/ business or product campaign because the ‘Cost Per Thousand’ views pricing model it uses (versus search ‘Cost Per Click’) tends to be more reasonable. However, search often delivers a more qualified person or lead.

So let’s differentiate the two types of advertising so that a prospective user can be more informed about these choices.

About Display AdvertisingDisplay Ad

To start, display advertising is visual. It uses banners, video and rich media more likely to make a lasting impression. It is NOT the text- based ads you see when you search. Of the two, display is the better way to create and also build awareness for new companies or products. It’s also a great way for established companies or products to generate brand recall. Display advertisements can also be seen on the websites and/ or blogs related to specifically targeted subjects or industries; whereas, with a search campaign the advertiser is limited to search websites (i.e. Google).

Display Advertising Benefits

a) Visual Appeal

For instance, search advertisements are generally copy based and / or somewhat generic; whereas, display advertisements are a colorful, with graphics pictures or video, form of advertising online. They certainly offer a more memorable approach and, if nothing else, are more engaging.

b) General Awareness

Display advertising can build awareness for a new business or product if not only because it doesn’t require that a consumer search. These advertisements can appear to people based upon targeting capability, for instance on websites about particular subjects or to the visitors based upon their specific demographics or online behavior. It’s possible, even, to show these ads based a person’s previous search history.

An example might be ESPN, which is leader for sports news coverage. If a new sneaker company wishes to develop awareness among people interested in sport, it is a display ad on ESPN that is likely to reach their target. Better yet, if previous behavior suggests basketball is an interest than the basketball content on ESPN is going to be a great place to run those new hoop sneaker ads.

c) Better Recall

Older brands might use display advertisements to remain visible and keep recall high. For instance, a company like Coca-Cola needs to advertise in order to retain brand recall and ensure people buy again!

d) Re- targeting

And then there is re- targeting, which can be used to repeat ad views to a particular person as they move around among various sites. Want to re- capture a person who visited the website and was maybe indecisive? Then re- targeting can help to keep the brand or the product on that visitors’ radar while also improve the chance for conversion.

About Search AdvertisingSearch Ads

When a business wants to rank for a particular keyword, search advertising is the way to go. These ads are only shown to searchers who search the keywords the business is bidding, making it a much more qualified view with a higher chance for clicks and conversions.

Search Advertising Benefits

a) Generate More Qualified Leads

A search advertisement can create a conversion quick, if only because that person is searching the very keyword the advertisement targets. It’s why search advertising, priced being based upon a cost per click, is often more expensive than display. Qualified individuals, by the nature of their search effort, are more sought after and therefor the competitive bidding model for ad placement can become very competitive.

b) Immediate Return On Investment

The belief is that ROI on search advertising can be as much as 300% higher than that of display advertising ROI. Again the target is much more expensive to reach, but much more likely to buy!

c) Local Business Advantage

Local business owners like contractors, lawyers, etc. may benefit from search advertising if only because the nature of the work involved often requires local service. The chances are that someone searching for an electrician, lawyer or a plumber … needs one here & now.

d) More Ad Clicks

Finally, search ads have a higher click-through-rate than display ads. It is simply easier for business owners to create targeted search engine campaigns that are triggered only based upon very specific keyword searches; whereas, display ads do not meet that specific an intent. They also depend on demographic targeting, which is simply not as accurate. And search advertisements show above the fold on a search results pages, so while many folks will scroll through pages many will not.