What information do I have to publish on my website?

Andy, checking out websites as part of his workAs you might imagine, I spend quite a lot of time looking at websites. I look at client sites to see what can be improved, I look at potential client sites to put bids and proposals together and I look for sites that I can prospect to. I also look at other sites to keep my knowledge up to date – and that’s just during the working day.

I see good sites, OK sites, indifferent sites and some real shockers but it does not matter how good (or how poor) the site, whether pennies, pounds or thousands was spent on the development loads miss out on the provision of basic information. A lot of which is a legal requirement when a business is using a website to promote themselves.

As an example, a lot of businesses provide a web form as a means of communication despite the fact that a lot of people don’t like forms – especially ones that ask for too much information. Part of the dislike is due to the fact that sending a form leaves no record of what was sent, nor when it was sent, unless it automatically forwards a copy to the senders email address but there’s no way to know this – until you’ve sent the form (unless the form actually informs you of this)

Gavel - representing a legal requirementThere was a piece of legislation passed in 2002 called the eCommerce Regulations that applied to ALL companies using the internet, not just those selling online and perhaps that’s why a lot of businesses don’t comply. Either that or it’s simply a lack of knowledge either within the organisation or by the web developer. Either way, ignorance of the law is no excuse – as the law says.

So, what does the law require you to publish in an “easily, permanently and directly available location” on your website?

Minimum information to be provided on your website

  • The name of your business, which might be different from the trading name and any difference MUST be explained. For example, ABC.co, is the trading name of ABC Enterprises Ltd.
  • The geographic address of the business must be provided
  • Your email address. A “Contact us” form without providing an email address is not sufficient
  • Your Company Registration Number, if yours is a Registered business, together with the place of registration
  • Your VAT Registration Number, if you are VAT registered
  • If you are subject to an overseeing body, such as the FCA, then you need to provide the governing agency AND your registration number.
  • Prices – if you are quoting prices (or selling) online your pricing should be clear, unambiguous and state whether prices are inclusive of tax and delivery costs, or not.

If you need help with compliance, or with anything else relating to your website or marketing activities then give me a call for an initial, free and zero obligation chat on 01793 238020 or email andy@enterprise-oms.co.uk

To Carousel or not to Carousel, that is the question.

Carousels, (aka Image Sliders) the name given to those annoying sliding images that seem to feature on most websites these days. As you might have gathered, I’m not a fan but is my dislike subjective (taste) or objective (they don’t add anything).

It’s objective and here’s why

1/ the human eye doesn’t respond well to movement – or maybe it responds too well.
We may not live in the jungle anymore, but we did once. Our brains are wired to react to sudden movement, and this movement is called a saccade. It’s our retina’s uncontrollable response to movement, and the speed of movement during each saccade can’t be controlled. The eyes move as fast as they are able.

This might have been great when hunting prey in prehistoric times whilst trying to make sure the odd sabre toothed tiger can’t creep up on us, but today, it’s your slider fighting for your attention.

2/ They take control away from the visitor
Visitors like to be in control when they arrive on your website. They don’t want to see something they have no use for, and frankly, the whole point of your website should be to give your visitor what they came for.

When you put an auto-rotating image slider on your homepage you take control out of your user’s hands and give it to the slider. You know what follows? Disaster. Image sliders keep rotating, attention keeps being grabbed and web visitors loose patience. This is not only frustrating, but is terrible for usability according to UX Movement.

3/ They take up Space and hardly get clicked?
How many times have you watched a slider waiting for something useful to appear? If it’s more than once then you’re in the minority.

You already know image sliders are so fast and distracting, visitors tend to ignore them. Erik Runyon ran a study at Notre Dame University  to test and measure the number of clicks made on the sliders in comparison to homepage visits and you know what?

The study revealed a mere 1% of visitors clicked on a feature on the slider. That’s like the unicorn of bad conversions.

4/ They reduce visibility
The Neilson Norman group (founded by Jakob Nielsen, “the Guru of website usability” New York Times) group ran a usability study, where a user was attempting to search special deals on Siemens washing machines. The user arrived on the Siemens homepage that looked like this with a deal on a washing machine at the top of the page.

  • The user didn’t spot the deal
  • She ignored the offer placed in a small box in the left-hand corner.
  • Then she ignored the big banner splattered on the page, even though it had an image of a washing machine on it.

Because the image slider looked so much like an ad, she left the website without buying the machine, costing Siemens an easy sale.

Jakob Nielson also pointed out that international users and users with low literacy get easily distracted and frustrated by the image sliders, as they are unable to read through one offer before another slides into place.

The bottom line is image sliders are ineffective. And to reinforce this idea, here’s a slider by WebAIM. [If you only follow one link, you should follow this one]

Why you should not use an image carousel

Why you should be sending letters

Bank Robber Willie SuttonWillie Sutton is a well known American bank robber (bio on Wiki). Although always taking a pistol or Thompson sub-machine gun he never killed anyone, in fact he never even fired his weapon. When captured, his gun was always found to be empty and when asked about this he simply replied “I never carry a loaded gun because somebody may get hurt”. In fact if a woman screamed or a baby cried he stopped the robbery and left.

Why are we talking about Willie?
Simple, he made a statement that has ramifications on your marketing even today, when asked why he robbed banks Willie replied “Because that’s where the money is

So, how does that reflect on marketing? Simple – when you are marketing your business, you should always look where the money (your customers) is.

Where is the money?
According to marketing expert Drayton Bird, Millennials may not be the ideal target, they are buried in debt, apparently 40% of 18-34 year olds live with their parents and struggle to find well paying jobs.

Baby boomers, on the other hand are less stressed about money having enjoyed decades of cheap housing, safe jobs (some guaranteed for life), solid pensions and huge stock market gains. So, perhaps that’s who your marketing should be focussing on.

A recent survey has also turned up some very interesting statistics about Baby Boomers. Apparently they respond better to offline advertising

  • Less than 10% prefer hearing from a new company through email
  • 73% prefer getting new product/service offers by mail
  • Only 31% say they discard unopened commercial mail

So, what’s the message?
Don’t ignore “snail mail” – take a look at what arrives in your letterbox. Mine’s almost empty for most of the week so a well targeted piece of direct mail is likely to be opened, and that’s half the battle. After that, it’s down to the quality of your letter, the words, the pictures AND ensuring that there’s a positive call to action (CTA) and whilst on the topic of CTAs, every page of your website should have one and every email you send.

What’s next?
If you need help with any aspect of your marketing, get in touch. Give me a call on 01793 238020, drop me an email to andy@enterprise-oms.co.uk or link up on LinkedIn or Twitter.


That’s my CTA, btw.

How much is a Page 1 result in Google actually worth?

Elements of Search Engine OptimisationAlmost every week I am approached by clients who need their site to be found higher up in the Google Search Results Pages (SERPs). Quite often they have been approached by (or have approached) consultants offering to this but have balked at the fees.

Now, I know that the fundamentals are pretty easy to achieve if you have the knowledge, experience, inclination and time but many small businesses rarely have any of these and yet many still believe that good search engine optimisation [SEO] can be delivered quickly and cheaply.

If you’re confused by the SEO jargon, have a look at my SEO Glossary of Terms for clarification.

Is this possible and what’s the real value of good SEO?

Let’s take a look at the numbers. In the UK about 85% of the population use the internet. With a population of 65.64m (Worldometers) and this equates to around 56m individuals who are online. Of these, 80% use search engines to find what they are looking for, that’s about 45m people and at least 95% of them use Google as their search engine of choice, 42.75m people.

Now, let me ask the question “how much is it worth to expose your brand to a potential audience of this size?”

TV Advertising

Lets look at TV first. There is the cost associated with the production of the advert, script writing, casting, production, filming and editing.

According to the Televisual magazine, the average cost of producing a 30 second advert for TV is around £201,000.

Clock - how much does a 30 second TV ad costThen there is the cost of your slot. This will vary based on a number of factors

  • your target channel
  • whether you want a regional or national ad
  • the time of day, the product to be advertised
  • the show (s) that are on either side of the ad break targeted
  • etc

So, putting your ad on screen at peak viewing, 9pm, is going to cost much much more than a slot at 2am when the audiences will be far lower

As a very rough guide, an evening slot on ITV will cost around between £60,000 and £75,000 and this is likely to reach between 5m and 9m viewers depending on the popularity of the show.

However if you want your ad to go during something like the X-Factor then a 30 second slot cost will set you back a cool £200,000.

Radio and Print Advertising

So, you may look at radio or the print media, both of which have lower costs (production and media costs) but also have significantly lower audience figures.

In all of these cases, the costs will be for a one-off and most people with any experience of advertising know that one-off adverts simply do not work, so you have to pay for a campaign.

All of a sudden fees quoted by Search Engine Optimisers actually begin to actually look like pretty good value for money bearing in mind that if they succeed your site will be in front of the largest possible audience 24 hours a day and 7 days a week.

What’s next and a Shameless Plug

Are you happy with the place your site has reached in Google? If not, get in touch today – call me on 01793 238020 or drop me an email to andy@enterprise-oms.co.uk

My SEO rates start at £150.00 + VAT per month, peanuts compared to TV, radio and most forms of print advertising.

OK Google, get ready for Voice Search

Amazon Echo with Alexa voice control“OK Google”, “Siri”, “Alexa” “Cortana” and soon “Bixby” are all commands that wake your device up and prime them to expect a voice command.

The reality is that your Android Phone, Google Home, Windows 10/X-Box, Apple iDevice, Samsung Galaxy and Amazon Echo are always listening, it’s just the command that alerts them that an instruction is incoming.

And because phone keyboards are harder to use than those of their desktop/laptop cousins more and more people turning to voice control and voice search purely for ease and convenience.

As a consequence, it’s vitally important that you understand what you need to do to make sure that your site is easy to find – even when the search is through voice recognition.

Voice Search and Artificial Intelligence

Google Home with "OK Google"Google, in particular, is using artificial intelligence to better understand our spoken instructions and to encourage more conversational searches, such as “Where can I get my Jeep serviced” rather than a more traditional desktop search “Jeep servicing Bristol”

According to Google, 20% of searches on Android devices are now voice searches and the number of searches continues to increase as users realise that voice recognition accuracy is improving all the time. According to KPCB Internet trends 2016 Report, the accuracy of voice recognition now exceeds 92%

Searching for local businesses

A lot of people use voice to search for local businesses, “where’s the best Pizza restaurant in Bristol” for example so, if you sell pizza in Bristol you need to ensure that your pages are optimised for “Best pizza restaurant in Bristol” and written in “natural language” (written in a similar way to the way you’d speak) which really helps with voice search results.

Optimising for Voice Search

iPhone waiting for a "Siri" voice commandWith “traditional” SEO, you’d have researched the words that people were typing when looking for your products or services and built your site optimisation around those. Now you have to get your head around the types of question that they might ask, just as if they were asking their friends, family or colleagues, as demonstrated in the above example about Pizza restaurants.

One way to start addressing this issue is to consider a dedicated Q&A page where you can pose these questions and add your answers – remembering to keep them more conversational than you’d perhaps feature elsewhere.

The pages that you have optimised for voice in this way need to feature in your Site-Map so that Google and Bing can easily find, and index, them. You do have a sitemap (sitemap.xml) don’t you?

You should even look to include microdata, schema, rich snippets and so on because these little pieces of code give the search engines even more information about your business.

Hi, I'm Cortana, ask me a questionYou’ll also need to ensure that your listings on Google My Business and Bing Places for Business is up-to date and accurate because that’s where Google and Cortana will look for the  location-specific search results. You should also check out the other business directories that have your business listed, Yell, Thomson, Yelp etc and make sure that your address details are correct. This simply ensures that there’s no ambiguity about the right address for your business.

Responsive Website Design

Don’t forget that because most voice searches are conducted on a mobile device, you MUST have a mobile-friendly site because if your site isn’t mobile-friendly (Responsive) then Google won’t direct people to you. You can use this free Google tool to check the mobile friendliness of your website and if you need further help with your site, SEO for voice search, making your site mobile friendly or anything else related to your website then you should give me a call on 01793 238020 or drop me an email - andy@enterprise-oms.co.uk

And Finally

A bit of fun. If you use Google voice search and make an animal related enquiry, try adding “fun facts” to the end of your search to learn something about the animal you have been searching on.

Bluetooth Beacons

Belisha BeaconThe most well known type of beacon is probably the Belisha, the orange ball, containing a flashing light mounted on a striped pole and drawing attention to a zebra crossing.

Well, there’s a new type of beacon in town – the Bluetooth Beacon and businesses can use them in interesting and exciting ways.

What is a Bluetooth Beacon?

Basically, a Bluetooth Beacon is a low energy device (using button batteries that last for up to a year), that can be fixed almost anywhere and which transmits data and/or information to nearby “portable electronic devices” within 40-100 mtrs. Mobile phones and tablets in other words.

Major retail stores are starting to use Beacons to track customers as they move through the store. The Beacon can “push” marketing messages as customers get within range of relevant displays. Your iPhone may use a beacon to determine what section of a grocery store you’re in, see if anything on your shopping list is in that area, so you don’t forget it, and even push a discount voucher to encourage you to buy a particular brand.

Your Android phone could use a beacon to show on a map where you are and provide directions to where you want to go – in your language.

It’s not just for retail outlets though. If you are in business to business you could use a Beacon to push a message out to visitors offering a subscription to your newsletter or  encourage a visitor to install your App. Museums could use Beacons to trigger pictures, audio tracks or videos as you walk past particular displays and exhibits.

You can even use Beacons to provide keyless access, your phone could use a beacon in your car to know it’s your vehicle and send an unlock signal to it, for example.

How do you use a Bluetooth Beacon

The first thing you need to do is decide what you are looking to achieve. You could

  • Push deals and offers
  • Share news
  • Encourage Newsletter Subscriptions
  • Drive engagement at events and shows
  • Help blind people explore locations
  • Push visitor information
  • Unlock doors

Use is only limited by your imagination!

At a trade show, for example – simply place your Beacon on your stand and push your message to any attendee who comes within range of your Beacon.

What’s the likely cost

Avvel X BeaconBeacons can be pretty inexpensive – the Avvel X Beacon (left) for example –

  • runs off a CR2477 button cell which lasts for up to 30 months,
  • has a range up to 100m,
  • is waterproof,
  • is easily programmable
  • 42mm square and 13.4mm thick
  • From £20.00 + VAT


The Next Step

Well, I’ve just ordered one of the Avvel X Beacons to see how it works and what can be done and as soon as I’ve learned how to get the most from it, I’ll post an update here.

In the meantime, if you need any help – get in touch. Give me a call on 01793 238020 or drop me a line, andy@enterprise-oms.co.uk

And remember.

Beacons just send out information, they don’t know who you are, don’t connect to your device, can’t harvest mobile phone numbers and don’t steal any data

Beyond the Bounce

Google Analytics

Google Analytics is a fantastic tool for those looking to understand how their website is performing (or not). There’s so much valuable information and quite a lot of info that’s less than useful, screen resolution, operating systems, Flash version etc.

However, one metric seems to cause more confusion and fear than all the others combined, it’s called the Bounce Rate (BR).

It’s displayed front and centre when you access Analytics, shouting a percentage at you but what’s good, what’s bad and what does it all mean?

Google Analytics Bounce Rate

First off, the Bounce itself – it’s simply a record of visitors to your site who left from the page they landed on, without doing anything else. If your BR is below 20% then your website is performing exceptionally well and if it’s around 45% or more then it needs investigating because your website could be leaking a lot of potential customers.

Bounces occur for a variety of reasons;

Site Speed

Research demonstrates that you have about 3 seconds to get your web pages open in front of your visitors. Any slower and they’ll head back to their search engine. Google Analytics provides a lot of information and help if your site is slow.

Setting Expectations

If someone visits your website after seeing or hearing something, and they have an expectation, then if your website fails to meet that expectation, then they’ll leave – hearing about a special offer that’s not plainly displayed on the home page, for example, will increase your BR.

Arriving from an international location and finding the site isn’t in the visitors language increases your BR as does coming from a mobile phone to a non-responsive site, for example.

What to do if you have a high Bounce Rate

If you have a high BR you need to understand why, you should look at the following areas:Graphs

  • Analytics Site Speed Checker to help you to understand how quickly your site opens and give hints and tips to ways to improve performance.
  • Audience to help you to see whether visits come from countries you trade in
  • Mobile to see whether mobile users are having a good experience
  • Acquisition to show you how your visitors found you

Sometimes there’s nothing you can do, getting a lot of visitors from countries that you don’t trade with, for example. You can’t stop them visiting your site although it might be worth exploring whether this could be a business opportunity.

Then there’s Referrer Spam which can also be called “reverse marketing”. Companies actually target Google Analytics in the hope that they’ll appear high up in your Acquisition/All Traffic stats, pique your interest and encourage you to visit their website in the hope of enticing you into parting with money to buy their services. Treat these with extreme caution as most of the services on offer are poor and may even result in the fraudulent use of credit/debit card data.

You might see names such as “semalt”, “buttons-for-websites”, “rankings-analytics” appearing in quite high numbers and they’ll all have 100% bounce rates and 1 Page per Session.

The solution is to set a filter so that Analytics stops counting them and you can do this in the Admin section, under “Filters”. You’ll probably need to set new filters on a monthly basis, so fast do these companies adapt, and a filter only works from the day you implemented it which means that it won’t act on historical data, but at least the data more accurately reflects reality going forwards.

If you are not using Analytics, you should be and if you don’t understand Analytics, you should and if you need any help installing Analytics or want to understand more then get in touch, andy@enterprise-oms.co.uk or give me a call on 01793 238020

 

What has Google done now?

On Monday 22nd February Google made a sweeping change to the way that its search results pages looked.

Google removed Google Ads from the RH side of their results, when searching from a desktop or laptop PC.

This is the first major change since 2010, when Google moved from showing a maximum of 10 Ads on a page to 13.

Google added up to 3 Ads at the top of the free results as well as up to 10 Ads on the right hand side.

This latest change has wiped out the Ads on the RH side whilst increasing he number of Ads at the top of the page to a maximum of 4 and has seen Google add 3 Ads to the bottom of the search results.

Now a Search Results Page, which used to have up to 13 Ads, will now have a maximum of 7

Why has Google done this?

Google’s logic is that it wants to bring desktop search in-line with Mobile search, making things simpler and saving money.

I know that most people just ignore the Ads on the right. Even Google reckons that only around 30% of Google users actually look and click.

Although this percentage of users clicking is quite low, the revenue generated for Google is huge.

About 70% of revenue comes from clicks and, with Google the largest company on the planet, this represents a significant income.

However, it’s never enough. The hope is that by just having Ads at the top (and bottom) of the page – more people will click on them.

As well as attracting more clicks, Google will be hoping that businesses will pay more to ensure that their Ads are at the top of the page.

What Impact will this have on businesses

For businesses not paying for Ads, the top free results now appear further down the Search Results Pages. This may mean more people choose to click on an Ad rather than your website.

If your site is not in the top 3 or 4 of the free results, you may find that searchers now have to scroll – and they may choose not to.

This could mean more investment in Search Engine Optimisation to move your site higher on the first page.

The other danger is that Google increases the number of Ads at the top of the page. Google could choose to fill the first page with Ads which would mean that the free results would not appear until Page 2 [speculation]

If you are an Advertiser it could lead to increased costs as more businesses compete for fewer opportunities. However, if you sell products and use Product Listing Ads (PLA) these will continue to feature on the right hand side.

What should you do next?

You need to understand the impact that these changes will have on your website and so I’ve put a special offer together to help.

In-depth SEO review of your website – Special Offer – Save £100.00

Let me take the strain and carry out your audit for you, taking a deep look at your search engine optimisation, providing recommendations to improve and even looking at the way your website is working.

Normal Price Special Offer
1-10 Pages £250.00 £150.00
11-30 Pages £300.00 £200.00
31 – 50 Pages £350.00 £250.00
51 – 100 Pages £400.00 £300.00
Over 100 Pages POA POA

To take advantage of this offer all you have to do is give me a call on 01793 238020 or email andy@enterprise-oms.co.uk and if you need help with any other aspect of your online marketing, Social Media, Email Marketing etc. don’t hesitate to use those contact details to get in touch..

We all need more visits to our websites…..

It’s true isn’t it – we all need more visits to our website because more visits = more opportunities which equate to more inquiries which lead to more sales – right?

Wrong
Before looking to bring in more visitors to your website, take a long, hard look at your website, if it’s not generating inquiries for you today, bringing in more visitors does not mean that they’ll increase tomorrow, they’ll just do what every other visitor does.

You need to….

  • …make sure that your content focuses on your visitors – that’s less “me” and more “you”
  • …stop talking about the things you do – you should be talking about the benefits a client will gain from engaging with you (tip – it’s the latter that people use when making their buying decisions)
  • …make sure your website is easy to navigate
  • …ensure that your site is easy to read – copy and paste key content in to read-able.com to make sure that the average reading age is no higher than 13
  • …have clear calls-to-action on every page so that visitors know what is expected of them. “Buy Now” and “Browse for More” work really well on e-commerce sites whilst “Call“, “Email“, Subscribe Now” work for more serviced focused businesses.
  • …make sure that your pages open quickly – you only have about 3 seconds to capture a visitors interest so you have to be on the ball. Google Analytics and Pingdom are valuable tools to help assess the speed of your site.
  • …make good use of your USP – that special magic that you do that sets you apart from your competition?

If you’ve nailed all of the above – then it’s time to start looking for more web traffic and I’ll be looking at this in a later post although you can get ahead of the game by exploring my website or attending one of my workshops –

Safer Internet Day 2015

2014 Top Passwords1,2,3,4 is the start of The Beatles “I saw her standing there”, it’s the way you “declare a thumb war” and it’s also the 7th most popular password of 2014, up from 16th the year before.

10th February 2015 is the 12th “Safer Internet Day” and we’d like to make it a day where people change their simple passwords for something much more secure.

Why is it important?
Safer Internet DayEvery day millions of websites come under attack, ranging from simple personal sites to complex e-commerce sites and online email service providers.

Just think about your information that’s “out there” and what could happen if your business or personal security was breached.

What’s in your Gmail, Hotmail, Outlook.com mailbox, how valuable would that be to a cybercriminal? What if they hacked your email account and sent emails to your contacts and connections, as you, then tried to use your email address for more nefarious purposes?

How about if, after hacking your email account, they used your credentials to try to break into your bank account, your building society account, your credit card account  or use them to set up fake accounts that they can then use to steal your identity, borrow money in your name and have it sent to their bank accounts, buy products online that are delivered to them and billed to your address – the list goes on and becomes even worse if it’s business data that has been stolen.

Business bank accounts typically have more money in them with longer lines of credit, your servers may contain enough information for the cyber criminals to target your customers, there may even be ideas, designs and other pieces of Intellectual Property that could be sold or misused in a  variety of other ways, all to your disadvantage.

You know it makes sense to have stronger passwords but a lot of people, as evidenced by this list, obviously can’t be bothered – maybe they deserve what comes their way?

We don’t think they do, which is why I’ve published this blog post as part of “Safer Internet Day” and we’d ask you to review your password policy, both internally and personally and follow these simple tips and guidelines to minimise your risk.

Password BoxWhat should you do?

Don’t use the same password on every site you log in to, ideally, each site that you have an account with should have its own, unique, password. We know that sounds hard but it’s remarkably easy if you use one of the many, secure, password creation and storage sites such as KeePass, LastPass or PasswordBox. These will automatically create strong and unique passwords and save them in your databank and automatically fill in the boxes whenever you are on one of your sites that require secure access.

Many also come as Apps for installation on your phones and tablets so that you can always access the sites you need to, whenever and wherever you are.

They run in your browser so that you can access your passwords and other log-in data from any internet connected computer, at home or abroad, on holiday or business trip – just make sure you remember to logout if you’re using a public computer.hacking.jpg

If you don’t want to use an App then make sure your passwords are at least 8 characters long and are comprised of a mix of UppEr cAse and loweR case, 1nclud3 a numb3r or 2 and m@ke use of spec!al character$ wherever possible. You can check the strength of your password at HowSecureIsMyPassword

If you are concerned about any of the security aspects for your business, then send me an email, andy@enterprise-oms.co.uk  or give me a call on 01793 238020 for a hack free, zero obligation chat and I’ll be delighted to see whether I can help secure your business from cyber criminals and make sure that you don’t become a victim, like Sony did at the end of 2014.