I’m going to do my best to keep this professional.  In no way do I want to appear critical, judgmental, or condescending.  Part of my job requires me to evaluate and assess in order to help those who come to me.  I’m not a “know-it-all”… and I believe those who ARE successful in their field of choice will admit to constantly learning on a daily basis!  THAT, in my humble opinion, is what separates the “experts” from those who have no business IN the business!

A website was developed, pro bono, for this group back in 2004.  The original developer, who happens to have 20 successful years in the industry, had been working with it pro bono ever since.  Although the developer moved away from the area physically, it continued to maintain a professional and modern appearance and email requests were handled as they were made.  More significantly, monthly efforts were made in the area of SEO (Search Engine Optimization) and, in early 2010, the website was modified in such a way that it included the ability to be viewed correctly on mobile devices.  These aren’t things that the average person typically notices when visiting websites.  The group, thinking it was time for a change and thinking it would be easier to work with someone “local” turned to one of their volunteers who claimed to be a web design expert.  A new website was developed and the domain name was redirected to this new website on Monday.

This web design “expert” claims to have 15 years in the business and admitted on Monday to “just starting to learn CSS”.  For those wondering… that’s the equivalent of someone saying they’ve been an expert auto mechanic for 15 years… and then asking “What’s a wrench”?  My curiosity got the better of me and I started to look at this new website along with some of the others designed by this “expert”.  I was dumbfounded.  Forget the fact that they all look like they’re fresh out of the 90′s with the cartoon graphics, gaudy icons with the “click here” text, and textured backgrounds.  Who knows, this might be the “look” those customers insisted on.

Here’s what really disturbed me.  There was not one single element relevant to SEO (Search Engine Optimization)!  The “titles” contained NO keywords or phrases.  There were NO meta tags for “keywords” and “description”.  NO “alt tags”.  NO “alt text”.  If you’re a business owner reading this… and asking yourself “What’s he talking about?”… these are web development “101″ things.  These are aspects of web development that should be second nature to an “expert” with 15 years in the business!  This would be like you taking your car in for new tires and the tire tech not knowing that tires need air!

It’s important to know that this particular non-profit organization is located in a very rural area.  The city itself has a population of approximately 4500.  The service they provide is specific to the area.  Here’s what they lost the moment the new website went online.

Prior to Monday, they were averaging between 5000 and 6000 visitors per month to their website.  Nearly half of those visitors entered the website, for the first time, through pages OTHER than the home page.  The website itself had a VERY strong presence in all of the major search engines.  Not 4 or 5 pages cataloged in Google… but 4550!  Yes… 4550!  Except for the home page, which will probably lose visibility soon, ALL of those other 4549 pages listed in Google are now broken links.  They were averaging 70 unique visitors per month via mobile devices.   The new website is no longer mobile friendly.  What kind of “expert” suggests “starting from scratch” after seven years of effort and consistency without doing some “homework” to see if anything is going to be disrupted?

I know it’s a conundrum for business owners.  You don’t know what you don’t know.  Read that again.  You don’t know what you don’t know… and you expect an “expert” to know their field and “have your back”.  Examples like this are what hinders us from trusting each other… and “trust” is, without a doubt, the MOST important element in a successful business relationship.

Those who have chosen to become self-proclaimed experts in the fields of web development, SEO, and Social Media have chosen to take on a huge responsibility.  Knowing basic “mechanics” is nothing to boast about.  That should be a given.  It’s why we have this mess to begin with.  ANYONE can learn the mechanics.  And they do.  Then they call themselves an “expert”.  And then the business community is disappointed.  And the TRUE experts have to work that much harder to gain that trust.  But be assured… we will.  Because YOUR success is the most important thing to a REAL “expert”.

Even without aviation training, we’ve watched enough movies… perhaps even played a “Flight Simulator” or two… so we know some of the basic terms and the names of a few gauges, buttons, switches, and levers.  Altimeter, Airspeed Indicator, Vertical Speed Indicator, Attitude, Transponder, Ceiling, Yaw, Vector, VOR, Flaps, Rudder, to name a few.  There are probably some things mentioned that you haven’t heard of.

So… you’re sitting in the cockpit now.  You see all the gauges, buttons, switches and levers.  Go ahead… fly!  Hmm… not feeling quite ready yet?  It’s understandable.  There’s quite a bit of education necessary before you’re ready to take that step.

The same holds true when it comes to social media.  We’ve heard the names and some of the basic terminology.  Facebook, Twitter, Foursquare, Blog, LinkedIn, Like, Follow, Engage, Status, Post, Share, Circle, Check-In, Hashtag, Mention, Trend, Klout, to name a few.  There are probably some things mentioned that you haven’t heard of.

So… you’re sitting in the cockpit now.  You think you see all the platforms.  You may even have a Facebook page, Twitter account, or LinkedIn profile.  Go ahead… fly!  Hmm… not feeling quite ready yet?  It’s understandable.  There’s quite a bit of education necessary before you’re ready to take that step.

Answer the following questions:

• Do you know the difference between a Facebook Page and a Facebook Profile?
• Do you know when to “Use Facebook As…”?
• Do you know who you should “Like” or “Follow” to get the best exposure for your business or organization?
• Do you know the most effective way for YOU to link social media accounts?
• Do you know when you should be “Tweeting” rather than “Posting”?  Or “Sharing” rather than “Commenting”?
• Do you use “Mentions” when you “Check-In” to Foursquare?
• Did you know you can claim your “Foursquare” venue?  Do you know WHY you should do that?
• Do you know how to make effective use of “LinkedIn Groups”?

These are just a very few of the many questions you should know the answers to before you start piloting your social media plane.

It’s OK to admit that you don’t understand social media.  Nowhere is it written that you’re supposed to know it all.  It’s NOT OK to start using social media without an understanding of the “What”, “Why”, and “How” as it applies to you, your business or organization, and your potential customers, clients, and donors.    Not only will you waste your valuable time and energy… you could potentially do irreversible damage to your brand and your reputation.  These are things I KNOW you can’t afford.

Although there are many elements associated with the successful use of social media in your business or organization… there are three key elements which, when understood and exercised, will go a long way in contributing to that success.

1. Strategy: You CAN’T just start using social media tools without a plan!  Winston Churchill said (during World War II), “He who fails to plan is planning to fail”.  If there’s ever been an element of business where this holds true… it’s with the use of social media!  Countless business owners, Chamber Presidents, and Non-Profit Organization Executives recognize the fact that social media is a critical part of doing business today… so the next thing they do is “just start”.  This will only lead to frustration and guaranteed failure.
   
   Developing and implementing a successful strategy involves:
   - Defining goals and objectives.
   - Determining the purpose for your use of social media.
   - Understanding the social media tools available to you.
   - Understanding, and in some cases, modifying your habits.
   - Integrating elements of your strategy into your offline and online efforts.
       
2. Consistency: Your efforts are doomed to fail without this!  The worst thing you can do is set up your various social media accounts and “get to them when you have time”.  You’ll get out of it what you put in.  How often you “post”, “tweet”, “comment”, “share”, introduce an article into your blog, involve yourself with a LinkedIn group, etc… should be determined while developing your strategy.   The time you devote to your social media efforts will be based on:
   - The purpose for your use of social media.
   - The tools you’ve chosen to use.
   - How you’ve chosen to connect the tools you’re using.
   - Your habits.This will change over time… however, without a starting point, you won’t know what changes and modifications you’ll need to make in order to fine tune your efforts and become more efficient and effective.
       
3. PATIENCE!  I CAN NOT emphasize this enough!  We live in a fast paced society.
   - Fast Food.
   - Fast Coffee.
   - Fast Information.
   - Fast Delivery.
   - Fast Customer Service.
   - Fast Checkout.
   - Fast Banking.
   
   I think you get it.

Let me remind you.  The use of “Social Media” is NOT about selling your products or services online!  It’s about “Social Networking”.  It’s about building relationships.  It’s about establishing “trust”.  We all know that networking takes time… strong, solid relationships aren’t built overnight and trust isn’t built in a week, month, or even a year!   The same holds true when it comes to social media.  You’re not going to see immediate results for your efforts.  An effective and successful social media presence takes time.  There’s no way around it.

Sure… the social media tools may be free… to sign up for.  However, as the saying goes… you get what you pay for.  If you’re anticipating getting something from your social media efforts in exchange for little or nothing, your results will be the same… little or nothing.

Did you know…

• …that the times when you SHOULD be posting information, sharing, and engaging may differ from the times you THINK are best for you?
• …that the primary platform you THINK you should be using may not be the best one for you?  You may THINK it’s Facebook… however, it might be LinkedIn… it could be Twitter.  It might even be a platform you’re not currently aware of.
• …that part of the relationship building process includes engaging with those who may never be become a customer, client, or donor themselves however, they may be able to play a key role in helping you find connect with future customers, clients, or donors.  Do you know who these people are?
• …that the most critical element to a successful social media presence revolves around “listening”?  Do you know how to do that?

It’s time to stop treating social media like a “toy” or a “hobby”.  Not only will you waste your valuable time… but it can also result in serious damage to your brand and reputation… neither of which you can afford.

———————————–

Ever visit a web site and question your comfort level because the web site simply doesn’t look or feel “professional”?  So what makes you think visitors to your web site are any different?  This “comfort level” determines whether or not people continue to surf your web site or decide to do business elsewhere.

A well-designed web site is a work of art.  Most likely your visitors know nothing about fonts, leading, justification, kerning, or the science of color.  Yes, there’s a science to the use of color.  Visitors can sense when a page is well laid out and when it’s not.  Good design is practical as well as aesthetic.  Properly designed pages are easy to interpret and navigate.  Rules that apply to print pages don’t apply to web sites.  This surprises many.

Web site visitors are more savvy today than ever before.  You have less than 5 seconds to get their attention.  You AND your business are judged in that short time based EXCLUSIVELY on what they see as your site loads.  In this case, “the book IS judged by the cover”… and it can help make or break you and your business.

In a recent survey conducted by Hostway, Inc., a web hosting and services provider hq’d in Chicago, up to 76.7% of online consumers say they don’t revisit web sites if they encounter a pet peeve.  Additionally, this can cause potential customers to view the company so negatively that they won’t even visit the brick and mortar store (if there is one).  Worse yet, 54.9% of those displeased with their online experience will share this with friends and associates.

Should web sites always follow standard design rules?  Nope.  However, you need to know the rules before you can break them.

Here’s a list of the top 10 things you need to avoid if you want a professional looking web site that will gain the trust of your visitors.  They’re pretty obvious and play a role in success or failure.

1. Avoid “busy backgrounds”
   Quit with the wallpaper already.  That’s the first sign of an unprofessional web site.  It’s just not cool anymore and can make visitors dizzy.
    
2. Avoid busy graphics in general
   Dump all that animation and those flashing cartoon graphics.  Ever drive down Las Vegas Blvd?  It’s kind of like that.  The neon lights and flashing signs are distracting and overwhelming… making it next to impossible for me to find what I’m looking for.
    
3. Get rid of the “Linear Look”
   In the old days, (yes – there are now “old days” where the Internet is concerned), web pages were laid out in a straight line.  Navigation on the left, and looooong pages of text and photos forcing people to scroll two or three pages to see it all.  Today it’s all about tables.  Rows and columns, tables within tables, etc.  Unless you know them inside and out, you’ll never have a professional looking web site.
     
4. Dump the “Hit Counters”
   Your numbers don’t impress me.  Go visit your own page… take note of the number in that “hit counter” at the bottom of your page.  Got it?  Now… refresh the page and look at the number again.  Woo! Hoo!  You just logged another ”hit”!
    
   If you make your page the home page in your browser… every time you open your browser you’re increasing your “hits”.   I bet you look at it several times a day… just to see if that number increases.  Guess what… chances are all you’re seeing are the results of your own page hits.  That’s what website stats are for.  Use them.
     
5. Browser Endorsements
   A web site developed correctly doesn’t need to say “Looks best when viewed using “AOL”, “Netscape” or “Internet Explorer” somewhere on the page.  It WILL look right in ALL the browsers.
    
6. Stop making users scroll right to left!
   It’s all about tables… and tables within tables.  Learn it or hire a professional.  Today, with outrageously large screen resolutions, there’s no excuse for this.
     
7. Lose the “Under Construction” or “Come Back Soon” pages
   No one remembers or has time to come back.  Finish your site before letting them see it.  You’ve got one shot.  Don’t waste it.
    
8. Quit with the Free Ads and Visual Clutter
   Stop adding banners for this, icons for that, little graphics, blurbs, smileys with the tongues sticking in and out, etc…  No one needs your help finding Google, Yahoo!, Microsoft, or free downloads.
    
9. Incorrect use of Frames
   There’s a time and place for everything.  YES!  There’s a right and wrong time to use frames.   Amateurs either: (a) don’t know that, or (b) use them incorrectly.
    
10. Font  inconsistencies
    Pick a font style.  Stick with a font style.  Don’t mix Times New Roman with Arial with Verdana with Comic Sans.  And did you know that fonts may look good on your computer but may not even display on another?

I only listed 10.  There are many more signs, any of which can be extremely detrimental.  You can set your business back 6 months, a year, or more.

The era of successful “do-it-yourself” web sites is long gone.  Users can tell.  With the abundance of web sites today, they can afford to be selective… and they are.

I guess I missed a meeting, or at least the memo which says if someone can open software, type text, make links, upload a picture or two, they’re suddenly qualified to help you develop one of the most efficient and effective customer service and marketing tools available for your business or organization today – your web site.  (Here was my take on the term “Webmaster” back in ’05… Webmaster… Doesn’t Mean “Expert”).
  
Evidently, another memo I’ve missed encourages business owners to try and save as much money as possible by telling them to:

1. Buy a program, and in no time at all, you’ll have created your very own business tool that will be just as effective as if you had hired a professional.
     
   or…
     
2. Let your business be a guinea pig  for a “friend who can build web pages” because it’s cheaper than paying to have it done right.

So, it’s time to buy a new car.  You enter your favorite dealership, perhaps somewhere along the “World Famous Airport Motor Mile” and you kindly tell the helpful salesperson that you’re unhappy with your old car and it’s time to “upgrade”.  You’d like him to set up that brand new 2002 sitting on the showroom floor.  You also mention that you can only spend $500.00 and you’re going to maintain it yourself.  You know… your own tune-ups, filter and fluid changes, replace parts when necessary, etc…  Or maybe you have this “friend” who “knows about cars” who will help you when you have a problem with it.  I’m guessing that sounds just a little ridiculous.  Perhaps extremely ludicrous.
   
So, why is it, when it comes to the most powerful, efficient, and effective customer service and marketing tool available for your business today, business owners feel that they can take this approach and still remain competitive?
     
Have you ever found yourself in an unfamiliar city visiting a shop, or a familiar grocery store and you walk out glad you don’t have to shop there regularly because it’s unfriendly, run down, and unclean?
    
Does your web site have that same impression on visitors?  Despite the familiar saying, people continue to “judge a book by its cover”.  We all do it.
     
I remember the day… IF you had a web site, that was enough.  Those days were short-lived and ended sometime back in 1996.
    
Millions of people visit web sites daily.  They see the “cream of the crop” and the “bottom of the barrel”.  What are they thinking when they visit yours?  It makes a difference.
     
Your web site works 24 hours a day, 7 days a week, every single day of the year.  That’s more loyalty, dedication, and reliability than you will ever get from an employee.  Try paying an employee “just enough to get by” and see how long it is before you’re looking for a new employee to replace the one who just left for “greener pastures”.
    
The same holds true for your web site.  If you think you can “just get by”, you may as well just add links from your web site to the web sites of your competitors… because that’s where all your traffic will wind up anyway.
    
There’s a reason Harvard University offers over 100 courses as requirements to obtain various degrees associated with Internet Technology, Web Site Development, Internet Marketing and more.  Prerequisites for some of these courses include advanced mathematics and computation courses.
     
Consider the following:

Do you really have time in your busy day-to-day schedule to try and learn a new career?  Can you really afford to have a novice experiment with your 24/7 marketing and customer service tool?  The answer is NO.  All you’ll be doing is wasting your time and your money.

Is the success of your business so inessential, your time so valueless, that you’ll sacrifice both while trying to learn a skill that has a nearly 10 year head start on you and your “friend”?