Google Plus Marketing!
Recent advertising studies confirm the rapid decline of print advertising response. 85% of prospects that used to go to the Yellow Pages and local print publications now search for the products and services they want to buy on the internet. Google positions their “3-pack” of local Google Plus pages on page #1 of Google’s local search results, and Google Plus has replaced the old, printed Yellow Pages for sourcing local vendors of products and services.
ALL businesses should be dedicating 85% of their advertising budget to internet advertising starting with their Google Plus page, and only 15% to print advertising. Failing to adapt to this quantum shift in the way prospects buy will put many local businesses out of business.
Charles Darwin said, “It is the species that is quickest to adapt to changes that survives and thrives.” The same is true for local businesses. They must quickly adapt to the new way prospects source products and services on Google Plus to not be losing thousands in sales. Is your business quickly adapting to these changes in the way people find local vendors of the products and services they want to buy right now?
Shelf-life of Advertising
Different types of advertising have different shelf-life’s. Newspapers advertising has a one day shelf-life because papers typically get thrown out daily. Magazines and other local print publications have an advertising shelf-life of about a month.
Google Plus and Directory marketing have a shelf-life of 10 – 30 years! So Directory and Google Plus marketing are a 100-300 times better investment of marketing dollars because they will continue to bring you new clients for decades.
Timing of Your Google Plus Marketing Message
The best marketing is – the right message – to the right market – at the right time. Google Plus marketing succeeds perfectly by matching the timing of when the prospect wants to buy something with the vendor that has what they are seeking while they have their wallet in hand. Google Plus marketing does not supply prospects. Google Plus marketing feeds local businesses BUYERS!
A recent study shows that over 50% of all internet searches are done from a mobile device like a notepad or smart phone. If a website is not mobilized, that business is losing over 50% of the possible sales to high-end clients.
Mobilizing your website has other Google ranking benefits, and should be done immediately. There is no benefit in waiting and failing to adapt to this quantum change in the way prospects source vendors of products and services they want to buy, online and on mobile. So mobilizing a local businesses website is another way to make big increases in sales for local businesses.
Having a mobile-friendly website is essential for Boulder City businesses, especially along Nevada Hwy., that sell to visitors with the construction of the Boulder City by-pass for their business to be found by travelers.
Search Engine Optimization Case Study
I want you to see a Search Engine Optimization case study on increasing visibility and sales with internet marketing. When I am in charge of a local businesses website hosting, website design and coding, and social Media, here is what I have been able to accomplish.
I took over marketing from DEX who was handling Pit Stop’s website and internet advertising. The page below shows Pit Stop’s views on Google Plus when I started in June of 2014 last year. They had an average of 17 views a day, and 0 phone calls from their Google Plus page.
On the page of Google Plus marketing results available at the link below, you can see Pit Stop’s views on the internet now, after 9 months optimization. They have 45,446 views in the last 90 days for an average of 504 views a DAY. They have 17,962 views in just the last 30 days for an average of 599 views a day, and this is just on their Google Plus page not including their website. At the bottom of the case study you will see the calls tracked directly from the “CALL” button on the mobilized version of the Google Plus page. More than 524 calls that they would not have had before. They have gone from 17 views a day and no calls, to 599 views and about 6 calls A DAY! That documents an increase in internet views of 3523% in 9 months. How much is your business losing every day by not implementing Google Plus marketing?
Interesting to note that although I have been working on both their Google Plus and Facebook pages, only the Google Plus marketing has produced documented results (516 calls directly from the “Call” button on their Google Plus page). The Facebook page has generated no sales I can document.
Increased Website Visitors Too!
Their website has experienced similar growth in views and calls generated so they have experienced double this result I have shown with both the Google Plus marketing and website upgrade to mobile.
Pit Stop now has more visitors to their mobile website than the personal computer version, and mobile visitors stay on the site longer than personal computer visitors. About 75% of mobile users are new visits, indicating they are travelers finding Pit Stop from the road. Mobile internet users are upscale with money to spend which is another reason websites need to be mobilized to not miss out on these high-end buyers.
Bob at Pit Stop told me that he has really noticed his sales increase in the last 3 months, and he attributed the Google Plus Marketing and website optimization work I am doing for the big increase in his profits.
Pit Stop has gained tens of thousands of dollars in value:
1) Owning their own domain name instead of DEX owning it
2) Owning their own highly visited mobilized website, instead of paying DEX for DEX to own their website and domain name
3) #1 Google ranking for every keyword that produces sales
4) Internet presence on Google Plus, Facebook and their website
5) Local marketing positioned for the future with 82% new visits to their website.
6) Increased sales of approximately $400 a day X 30 days = $12,000 per month increase in sales = $144,000 increase in sales per year, conservatively. These numbers only account for documented calls, not people that see their website or Google Plus marketing on the internet, and just come in for a meal without calling.
Google Plus Marketing Pays for Itself for Pit Stop
in Just 9 Months!
Most advertising is not tracked, but this is 100% trackable results! Over $108,000 in value for less than $3000 paid to me over the last 9 months. I am now working with Pit Stop to continue having their marketing produce 10X+ Return On Investment. Pit Stop’s marketing is self-funding now. It actually costs them 0, because it is being paid for with a small part of the increase in sales I created.
Is there anyone who thinks that Pit Stop would have been better off staying with DEX?
Have 1 Person Handle All Your Website SEO
and Google Plus Marketing
When multiple people handle a business’s website hosting, website design and Search Engine Optimization, they conflict with each other. I have worked on other websites, and had other vendors conflict with what I was implementing, which has killed the Google Plus marketing gains I had made.
Money gets wasted by multiple people doing the internet marketing because they do the same work twice, and they frequently implement conflicting strategies. The only way to get to where your marketing is 100% self-funding is to have my agency handle it all!
So who is a good business for me to work with?
– Boulder City businesses that sell to visitors along Nevada Hwy. – these businesses will cease to exist if they are not able to be located by visitors driving on the Boulder City by-pass.
– Any local business that want to quit wasting money on advertising that does not immediately make sales, discover huge internet opportunities for their business, end their unprofitable advertising, and implement self-funding advertising with Google Plus marketing.
– Any local business that needs changes or updates done to their website.
Increase Sales with Google Plus Marketing
I am increasing sales for Pit Stop by implementing Google Plus marketing. I am working on doing the same for Charles William’s at B & J Body Shop, and several other local businesses. So any business that wants to quit wasting advertising dollars and discover huge internet opportunities to increase profits is a business I want to speak to about how to use Google Plus marketing to make their advertising self-funding in 6 – 12 months.
2 Specials for the next 30 days –
1) FREE Google Ranking Diagnosis – Discover what is holding your business back from being found on page #1 of Google’s search results, and costing you thousands in lost sales every month.
2) I will mobilize any Word Press website for only $497. Please feel free to call me at (702)940-9750 to discuss how I get local businesses to the point where their advertising is positioned for the future and self-funding. I look forward to speaking with you soon!
Search Engine Optimization Henderson NV
20 years ago many businesses relied on Yellow Pages to bring them a steady stream of new clients and patients. Now people use the Yellow Pages 5% as much as they did 20 years ago, and local businesses are asking, “Where should I invest my advertising dollars for the best return on my investment in 2015?”
The answer is prospects now do 85-90% of their local vendor searches online. Google gets 85% of those searches, and although there are thousands of other search engines like Yahoo and Bing, today we are going to focus on Google because it completely dominates the search engine market. Without first page visibility on Google, businesses are invisible to 85% their prospective clients. The Yellow Pages are not coming back, and the internet is not going away, so now local businesses really need to build their visibility on page 1 of Google for their top keywords.
Try Google’s Ad Words?
So why not just do pay per click with Google Ad Words? You used to be able to buy clicks for 5 and 10 cents 15 years ago. Now clicks are as high as $148-$500 per click, and it might take 10 – 50 clicks to make a sale. Because you will pay out 200-300% of what you will get back, I do not recommend anyone using pay-per-click. It is too complex a system, and you are likely to have to spend between $10,000 – $20,000 to get to where you are making back gross what you are spending. You might as well be lighting $100 bills on fire in my opinion.
Who knows what an organic listing on Google is? Organic listings are the listings that appear “organically” under the pay-per-click listings. The other reason I do not recommend Ad Words is consumers prefer the organic listings over the paid listing because:
1) They know that the organic listings have to be relevant to the keywords searched to be ranked highly in Google.
2) They know pay-per-click listings may contain viruses, and computer problems can begin when you click on them.
Steps One and Two for Search Engine Optimization in Henderson NV
The first 2 things every business should concentrate on right now to make their business visible in the internet with Search Engine Optimization is:
1) an optimized Google Plus page – I have spoken on this before and have achieved first page rankings for many businesses in Boulder City, Henderson, and all over the US
2) After optimizing your Google Plus page, the second thing every business should focus on is getting their website onto the first page of Google, and as high up in the rankings as possible
Search Engine Optimization Defined
So how can your website be viewed as more relevant than your competition’s website in Google’s ranking algorithm? You have to make your website content more relevant than your competition for the top keywords for your industry. This is where Search Engine Optimization, also known as SEO, is essential. SEO is the process of optimizing websites to make them appear highly in the organic (free) search results that appear below the pay per click ads.
15 years ago, you could build a website and because there were relatively few websites, it would rank for your top keywords almost automatically. 3 years ago, I was able to sell clients a SEO package, work for 6 months on SEO for them, and get them top rankings on page 1 of Google. Now there are so many websites and the competition is so high that SEO needs to be an ongoing activity to get and keep top Google rankings for your top keywords with traffic. If you start now, it takes 6 months to a year to get top rankings depending on how much competition you have.
SEO is very dynamic, and requires me to read about 40 hours a month to stay current. It is impossible for a business owner to do this and still run their business. If you use outdated SEO strategies, you can actually harm your Google ranking, or worse get banned from Google forever.
The other thing you really need to be aware of is that about 80% of SEO companies charge a lot for SEO, and actually do very little. I have yet to take over the SEO on a website, and see that competent SEO work has been done.
SEO, done correctly and completely, will be a business’s most cost-effective way to generate a steady stream of new clients and sales for at least the next 20 years.
I did a bid on a housecleaning business in Henderson named Kimberly’s Kleaning. She had paid DEX $100 a month for 3 years for a website DEX still owns. That’s $3600 paid out, and now she is paying me to build her a website that she will own. She had also paid DEX $400 a month for the last 2 years to do SEO work for her. When I reviewed her site to see what they had done, many of the foundational SEO things that I would have done in the first months were still not done years later. So at this point, she has paid DEX $3600 for the website DEX owns, and $9600 in SEO for a total paid out of $13,200, and her business website still has bad rankings.
She, like about 80% of websites I review, was getting ripped off in my opinion and is left with nothing after investing $13,200 in being visible on Google. After all that expense her website lacked the basics like a XML sitemap which is what Google needs to make sense of a website, so she will never be ranked until that is fixed!
If you know anyone who is using DEX for their website and SEO, I really need to talk with them because I can save them tens of thousands of dollars, and get them far better results.
I don’t want to bore you with the details and complexities of SEO, but let me show you some of the actual results I have achieved:
1) Pit Stop now gets 19,448 search views in 90 days, 281 clicks from their Google Plus page, and that page generated 478 documented phone calls in the last 90 days
2) Instant Local Marketing Profits not only has the top organic listing for “local marketing”, but you see I occupy the entire first page, all 10 organic listings. NOTE – Any company considered for SEO should be able to show how they dominate their keywords locally. If they can’t do it for themselves, how are they going to do it for you?
3) I was able to get to page 1 of Google with organic listings #2 and #6 for a highly competitive keyword “water damage restoration” for a less than 1 year old company, Guaranteed Carpet Repairs.
4) With only foundational SEO done, Dunkley Law is now on page 1 of Google for 2 very profitable keywords “injury attorney Henderson nv”, and “attorney for injury Henderson nv”. I am working to make it rank further up on the page.
Because SEO is dynamic and constantly changing, I created a brand new set of packages last week that include the most up to date, long-term SEO strategies and tactics to increase any businesses Google ranking. These packages are perfect for the majority of local businesses.
The Platinum package runs $997 a month, and is ideal for highly competitive businesses, and potentially lucrative niches like dentistry and injury attorneys.
The Gold package runs $497 a month. This is ideal for moderate level competition businesses.
The Silver package runs $297 a month. This is ideal for low-level competition businesses.
I will customize the SEO work by reviewing what their competition has done in SEO, and set a plan to out do what they have done so my client will outrank them. SEO is a lot like the Olympics. You do not need to be twice as good. You only need to beat your competition by a little to win the Google ranking game.
I read an e-book about SEO I bought from a top contributor to the industry Yoast last week, and this is what they said, “SEO needs to be a continuous effort to first rank highly in the organic listings, and to remain there.” So businesses need to think of SEO like people used to look at the Yellow Page listings. I recommend that businesses that used to get most of their business from the Yellow Pages devote 70% of their advertising budget to a real SEO program.
If you want some business, you should consistently invest in a low level SEO program to achieve the results just like a small Yellow Pages ad or listing. If you want more new business, you should invest in a medium-level SEO program, which would be the equivalent of running a half page ad in the Yellow Pages 20 years ago. If you want as much new business as possible and/or are in a highly competitive niche, you should invest in a high-level SEO program, which would bring in the same new business as a full page ad in the Yellow Pages used to do.
Offer for SEO Evaluation
I am offering a free website ranking and SEO competitor analysis, valued at $197, for FREE for any prospective client you refer to me. Please keep these handouts to show your contacts the Google ranking results I can achieve.
There is a lot of confusion about what a good, legitimate business marketing agency can do for your local business. All too frequently I see business marketing agencies that push 1 Media because that is where their knowledge is the strongest. But that does not usually provide the best results for that business.
Business Marketing Agencies Should Audit Your Advertising
I have found that the best way to help any business is to analyze where they are spending their advertising dollars, analyze the strength of the marketing message in their advertising, and then make recommendations on how to make ALL their advertising more cost-effective. Frequently we choose to drop the worst performing ads and use those advertising dollars where they will return more profits.
When I was first being coached by veteran direct-response expert Dan Kennedy in 2001, I developed a system to audit the strength of any businesses marketing message by evaluating the strength of the 12 possible response triggers in their advertising. When I explained my advertising audit system to him, Dan Kennedy said, “That’s brilliant!”
Business Marketing Agency Excellence
So what I have been doing for businesses in 47 states and 9 foreign countries since 2001 is offering a 60 point advertising audit that immediately shows the strength and weaknesses in any advertising. Once I explain to my client how to improve their marketing message, I am usually hired to create a marketing message for their business that clearly stands out from the competition, and positions their business as the “Vendor of Choice” for what they provide in their local area.
I have the Vendor of Choice program entirely systematized so that the strongest possible marketing message is created for my client. The way the vendor of Choice program works is first I review the application to be sure I can meet their requirements and deadline. Once that is established, I email them a questionnaire that has all the questions I need answered to write their powerful marketing message.
Their answers are then reviewed and I can see what products and services they want to feature in their advertising. I then write 4-6 headlines typically that I feel would be ideal for their business. My client then reviews the headline choices and picks the one that best fits their business.
Once the headline is chosen, I write the rest of the body copy to support the headline with multiple response triggers. I have found that 12 response triggers gives my clients the strongest marketing message, and one that really stands out from the competition. Including all 12 response triggers usually takes a full page ad size. When I am working with smaller ad sizes, some of the response triggers need to be deleted so that the copy is legible in the ad space available.
Perfect Eye Flow Increases Advertising Profits!
After all the copy and images for the ad are approved, I send it to one of the graphic artists whom I have trained to position each response trigger in the ad so that the eye flow is perfect and continuous. Continuous eye flow is essential in any advertising or website as once your prospect jumps over any part of the copy, they are very unlikely to go back and read the copy they jumped over.
To see if your ad or website has perfect eye flow, take a pen or pencil and start at the top left. Since we read left to right, top to bottom, you should be able to draw a continuous line of how the prospect’s eye should flow through your advertising. Don’t be surprised if the eye flow in your current advertising leaves a lot to be desired. Very few business marketing agencies understand or even consider what is necessary for perfect eye flow in print or online advertising, and the profits from that advertising suffers comprehension and conversion to sale problems because of the poor eye flow.
Leverage Your Marketing Message that
Stands Out from Your Competition
Some of my most successful clients have had me complete a full page ad with up to 12 advertising response triggers first. Then I have remodeled that same marketing message into other ad sizes for other Medias for them for only a $200 editing and layout charge. One of my clients has found this method so successful for her practice that I have created 18 different size ads from the 1 original full page ad I created.
This is what works best in advertising. First create a UNIVERSAL marketing message that will work in ALL Medias, and stands out from your competition. Then leverage that powerfully compelling marketing message in every Media that returns a profit.
For more information about my Vendor of Choice program click this link – Vendor of Choice.
To receive your FREE 60 Point Advertising Audit of your website or print advertising, click this link to Contact Me.
Today, I am going to expose one of the myths of small business advertising. The myth I am speaking about is the myth that the primary purpose of a small businesses advertising is to build your Brand. The actual primary purpose of advertising is to get your phone to ring with qualified prospects that are ready to buy what you sell.
90% of the success of any advertising is in the headline. Prospects scan headlines just like they are reading a newspaper. They scan the headlines, then go back to the ones that looked interesting and had benefit to them. So if prospects are looking for interesting and benefit laden headlines, which headline do you think will get more attention and response – “Charlie’s Carpet Cleaning” (the name of his business – Branding) or “You Get the Most Sparkling Clean, Fresh and Fluffy Carpet Ever Seen or It’s FREE!”?
Business owners falsely believe that building their brand is the primary goal of their advertising. The truth is your advertising needs to make the phone ring with qualified prospects, and building your brand is a by-product of that. I speak with business owners who tell me they advertise in 3 places. One makes the phone ring, and the other 2 are “getting your name out there”. That means 2/3rds of their advertising money is being wasted.
So let’s talk more about Branding. First, you are competing with companies with deep pockets like Coca-Cola, Nike, and Target spending hundreds of millions of dollars a year to build their Brand. Who here thinks that your advertising budget can compete with that type of investment in Branding?
I did a Branding test when I lived in Orange County, CA. I went to a supermarket and stood out front to speak with real people. I paid people $2 each to take part in this study. Their task was to match the 20 most prominent company logos of local businesses with the name of the business on a sheet of paper. The sheet had 20 logos in the left column and 20 business names in the right column. I paid $200 out that day to 100 people to prove a point. The average person only got 1 out of 20 right or 5% of the logos identified with the right business. Business owners think their prospects recognize their brand, and that recognition brings in clients. But the reality is prospects are barraged by hundreds of thousands of logos a week on TV, the internet, and in all forms of print advertising, and you are going to need to spend hundreds of millions of dollars to actually build your Brand in the minds of the consumer.
Let’s say you build up your Brand so that everyone recognizes it in your town. Then you take your Brand to the bank and say, “Good Morning! I am here to deposit my Brand.” How much do you think they will credit to your account? Ask them to loan you money against your brand, and they will laugh at you. So even when a local business builds their Brand, it has no cash value.
There are 2 types of advertising. One is Branding and the other is Direct-Response advertising. Direct Response advertising uses headlines that will stop an ideal prospect in their tracks, and my 11 other response triggers. Direct response advertising encourages testing to see how you can improve the profits from your advertising. Direct Response advertising is different than Branding in that it is designed to make the phone ring, not build your Brand. Branding advertising is lucky to break even, and usually loses the entire advertising investment without a single phone call.
Good Direct-Response advertising makes back multiples of what is invested. Good Direct Response marketing is like a slot machine that is rigged to win every time. Direct Response marketing gets the phone to ring with qualified prospects that will buy from you, and that you can deposit in your bank account. Then you can leverage that same marketing message in other Media, and make even more profits!
So local businesses that are using Branding type advertising are excellent prospects for my business and the FREE 60-Point Advertising Audit I offer. I can transform their advertising from an expense to an investment that they make back multiples of what they spend. They will forever thank you for all the additional money they will make by switching from Branding to Direct Response advertising.
So every time you see a local business that uses their business name as the headline in their advertising, you know that they are trying to use Branding advertising, and that they would be an excellent prospect for my FREE 60 Point Advertising Audit.
You can set up your own advertising audit by using the email contact box at the top right of this page or the Contact Me page of this website.
Testimonials are one of the most potent weapons a business owner has in his arsenal. They cannot be overused!
“You want to capture and utilize as much social proof and testimonials
as humanly possible” – Marketing Guru Joe Polish.
Don’t operate on the arrogant presumption that what your claims in your advertising will be automatically trusted and believed. That’s just brain-dead stupid! At least half of everything that you claim in your advertising will be instantly discounted, discredited, and disbelieved.
Requests for References
Using testimonials in your advertising virtually eliminates requests and the need for references. When prospects read your testimonials, they’re assured they’ll receive good value, so it never occurs to them to ask for references. Now they don’t need them.
Testimonials deliver you presold prospects. Testimonials give you leverage. Prospects use testimonials as a decision making short-cut. The human brain seeks ways to make a decision without using up all its’ energy, and testimonials allow the brain to make a decision more quickly, saving brain power for the next decision.
Testimonials provide strong social proof that you deliver value. Testimonials can substantiate every element of your claims in your advertising. If you fail to prove all the claims, all other areas are discredited.
Testimonials Increase Credibility
What your clients and customers say about their experience with you is 100 times more important and believable than anything that you can say about yourself. Good testimonials offer meaningful specifics of the benefits your clients and customers receive. Great testimonials support the claims made in your Headline and Guarantee or Personal Promise. Discover the 12 Advertising Response Triggers here. Do-It-Yourself Advertising System.
Testimonials always strengthen your advertising’s credibility and response. You should create a system to get a testimonial from every client, like a “Client Feedback Form” (Example at end of this article). People are flattered that you value their opinion, and are easily encouraged to fill it out right after they get what they purchased.
Why Not Just Make Up Testimonials?
NEVER MAKE UP TESTIMONIALS. It is illegal, and a form of fraud. You could face criminal prosecution. People can tell when a testimonial is made up, and that kills ALL your credibility. That is the opposite of what you want to accomplish. You will be surprised at the nice things people will say about your business if you just ask for their feedback in the way described I this article.
Testimonials Give You the Best Client
Feedback You Will Ever Get!
Use what real, fully identified, happy clients have to say. Even if the feedback is bad, I want to know what is going wrong in my business. If it is an isolated case and this person just wants to gripe, you have given them a way to vent their anger or frustration. But if you get 3 feedback forms from clients, all stating the same problem, then you know you’ve got a problem that needs attention.
So it’s not just for gathering testimonials. It is going to alert you to things that people did not like, but were not mad enough to verbalize. There are many small problems in businesses that will prevent a client from returning, but is not big enough to complain about in person. They just will not come back or refer their friends and family like you want them to. You will be able to save clients that would not have told you they were disappointed, by using the non-confrontational feedback form.
If you want to find out what your clients really like about you and what you offer, ask them to fill out your “Client Feedback Form”. The feedback you will get is the best market research you can get, at any price! There is a sample of my most current feedback form at the end of this article so that you can create yours in minutes, not hours, and be using a proven testimonial system starting today.
Target Your Testimonials
Gather good testimonials that highlight each of the services or product areas that you offer. The more your testimonials target your ideal target prospects’ most cherished wants, the stronger they’ll pull response in ALL your advertising. Highlight the areas of greatest concern or dissatisfaction with glowing testimonials.
Give your clients a forum to respond, by filling out a client feedback form, or calling a special phone number. You will be amazed at the nice things they will say about aspects that are important to them that you would have never thought of, or discovered.
Use Full Names in Testimonials
Use testimonials that include pictures and real customer’s full names. Include their tract, city, club affiliation, company name, or any other feature your target prospect will identify with. And there’s some tricks about that too. Like if you can get a testimonial from people with large circles of influence. Whether it is the Chief of Police, the Mayor, or the head of an association or club, people will see those testimonials and they will say, “The reason I called is I know or respect this person in your advertising, and I figured that if you can make them happy, you’ll probably make me happy!”
Offer to service the most prominent, respectable, well-known people in your area, free or at a discount. Tell them that you value their opinion highly and are willing to do this in return for their feedback. This will give you the testimonials you desire from people of influence. Ask your best clients whose opinion they most value locally, and apply this strategy to those with the most valued opinions.
Work for free or at a reduced rate for a celebrity in exchange for their testimonial. This testimonial of a recognized and respected celebrity will bring in lots of new business, as long as the person giving the testimonial is respected by your prospects.
Gather abundant social proof thru testimonials, and use them in your print advertising, free report, website, postcards, business cards, brochures, and everywhere you print anything about your company. This creates unavoidable curiosity, and a “can’t lose” for your prospect when combined with a risk-free guarantee.
Local Testimonials Are Best
Additional proof you provide value comes from your guarantee, statistics like the number of happy clients or years in business, before and after pictures, family owned and operated, and address IF LOCAL TO THE AREA YOU SERVE. You do not want to be perceived as an outsider. People usually prefer a local vendor, and you do not want to lose business by accidentally positioning yourself as an outsider.
I have found that sometimes people will call me and leave a message on my voice mail. It is easier for people to verbalize a testimonial than it is to write it down. Simply transcribe the verbal testimonial and mail it to the person to get them to OK using it in your advertising, and mail it back to you in the self-addressed, stamped envelope you’ve provided. I have never failed at that, and you can get some glowing testimonials that way!
There is a device that allows you to play those recordings of glowing testimonials back, on demand, when talking to a prospect on the phone. It’s so much more powerful to have your clients speak for you!!! This builds confidence and trust in purchasing from you very quickly, and credibly.
Call for Testimonials
An easy way to ensure client satisfaction and provide the “WOW” factor is to call your clients 24 hours after their purchase to make sure they are happy. Tape record the call, with their approval, and transcribe what they said. Mail it to them, and request their approval to use it in future advertising. This simple act compounds your goodwill many times over, increases referrals, and will get you some dynamite testimonials that can be leveraged in either written or audio form.
Another idea is to call your top 20 clients, and ask them what they like most about your product or service. Tape the call. Then transcribe, mail, and retrieve the testimonial from your client, signed and dated. This should give you about 15 good testimonials. If it does not, you probably have a client satisfaction problem that needs to be addressed.
You can give people a discount if they agree to give you a testimonial. Have a contest, with $50.00, or a sought after prize monthly, for the best testimonial. Then have a larger prize for the best testimonial of the year. It’s amazing the nice things people will think of, if you offer an incentive, or ethical bribe. It could be lottery or movie tickets, a trip to the spa, or a restaurant gift certificate. Explain that the testimonials are rated based on the amount of specific details, comparisons to their last vendor, and the number and strength of the benefits received.
Make Your Testimonials Stand Out
Group testimonials in an advertorial or newspaper column format for better fit and readability. It should take up less space that way. Put a box around the testimonials to make them stand out. If you want the prospects eye to get stuck anywhere in your advertising, the testimonials is a good place!
You can tell people all day long how great you are, but when someone else, especially someone of influence says it, it is infinitely more powerful. When people are uncertain, they are more likely to use others experiences, particularly people perceived to be, “just like them” to decide how they should proceed. It’s the observing of others conduct, similar to ourselves, that gives us the insight as to what is beneficial behavior for us.
My 36 years experience in Direct Response Marketing allowed me to devise a method that enabled me to get a client feedback form filled out by every client and mailed back to me, virtually 100% of the time!
Give Them A Reason to Want to Give
You a Testimonial
What I would do is offer them an incentive to obligate themselves, by their agreement, to return the filled out feedback form in consideration for my incentive or gift. I used a full color spotting chart and two bottles of my private label carpet spotter as a $10.00 value that had a hard cost of under $3.00.
I have been amazed at how the right incentive, offered at the right time, in the right way, has enabled me to get testimonials from people with $500,000,000. net worth, just because they wanted the spotting chart and spotter!!! I gave them $3.00 worth of goods, and they gave me a powerful testimonial, and cleaner carpets spotted with a safe spotter when I returned!
The exact words I used to make it easier to say “yes”, than “no” to me was, “Constantly improving my business is important to me. If you’d be willing to fill out this client feedback form and mail it back to me, in this self-addressed, stamped envelope, I’d be willing to give you this full color spotting chart, so that you know what to do when I’m not here and you have a spill, and two bottles of the spotter I recommend, which is a $10.00 value”. I have never had anyone say no to that. Everyone fills out the client feedback form, and mails it to me within the week. I’m only aware of one time that someone didn’t return the feedback form, and they were Chinese immigrants that I don’t think understood much of what I said.
Online Reviews and Video Testimonials
for Your Website
What some of my Dental clients are doing is getting the patient to agree to giving them a testimonial. They let them fill out the testimonial feedback from to get the benefit clear in their head. Then they review what was written and say, “This is so good! Would you let me video you saying that real quick with my cell phone? Then they video the testimonial, and they can upload that to YouTube or their website testimonial section for live testimonials. If you skip letting them fill out the feedback from first, you will get weaker testimonials if you get one at all.
You will see in my example Feedback Form that at the bottom, I request their consent to use their testimonial in print or online. Be sure to include this permission and place for them to sign and date it. Getting their permission when they give you the testimonial is much easier than trying to get it later. Once you have this permission, you can post some testimonials as online reviews at Google Plus, Yelp, and numerous other places where your prospects will find them and be convinced that using your business will deliver them the best value.
Why Collect Testimonials Immediately
After Services Were Provided?
The reason you want to collect your testimonials right after your service was provided or the product was just purchased is, this is when the client’s satisfaction is peaking and is most likely to say something nice about your business.
Later the “glow” of what you did will have worn off. You will get a weaker testimonial if you get one at all if you wait and miss this small window where their appreciation is at its’ highest.
Immediately Identify Who You
Do Not Want to Serve!
The feedback form also identified two “nut cases” over the years for me that would have been impossible to satisfy, much less ever make a profit on. When these “challenging clients” called me for more service, I told them that I respectfully decline their work. Sure they were offended, and they wanted to know why, but I just said, “I’m trying to say this as nicely as possible, but I’m respectfully declining your business”.
I have found that by eliminating the bottom 10% of my clients, I can prevent 90% of the problems. The first rule in having repeat clients that are profitable is having a system to discriminate and eliminate those that are predisposed to be more trouble than they are worth! Let those problem clients be your competitors problem. I would even give them your competitors’ phone number at that point.
But the other feedback forms contained glowing testimonials and permission to use them in my advertising. I now have a file cabinet with literally thousands of testimonials that I have received from delighted clients in every area that I serve.
That is powerful proof, when put in your presentation folder, and shown to the prospect at the time of the estimate. I always was awarded the job when I showed my prospect the overwhelming social proof, and the sheer number of testimonials my clients have written for me.
You could even have a separate notebook for them to review while you calculate the estimate. It is credible, overwhelming proof that you offer your clients value. You could even take it one-step further, and get the testimonials on video or DVD, and show that to your prospect! If that doesn’t get you closing more sales, nothing will!
I know of a business owner, Steve Maher, that mails a DVD of his interview by a local reporter with a consumer information report that arrives by mail the day before his scheduled estimate. In the letter, it requests that they watch the DVD prior to his arrival. This pre-educates and presells him as the preferred vendor before he even sets foot in the door! This is very smart marketing that allows Steve to close more sales, for more money in less time. Because no competitor is doing this, it definitely positions Steve as the vendor of choice, and details all the value his clients get by doing business with his company.
Make an offer to your clients that makes them want to fill out your feedback form, and get them to obligate themselves, after you explain it to them. Then ask to take a picture of the client with their family, pet, view from their home or in front of your finished work. Explain that you want to send them something special. Have the picture transferred to a mouse pad, coffee cup or t-shirt at a Kinko’s or other print shop. Send them this gift with a handwritten thank-you letter, showing appreciation for their business, and personalized by mentioning as many family or friends as possible. Follow that letter 2 days later with a letter that explains your referral program with 2-3 of your business cards.
This not only gives you pictures to use in your best testimonials, but you’ve hit them with the “Wow” factor AND given them every reason to refer you to their friends and family.
Every time they use the mouse pad, wear the shirt, or use the coffee cup, they’ll be reminded of you and your company. When people ask where they got the personalized gift, they have to tell them about your business and all the reasons to use you. That gives you a lot of mileage out of one simple gift. It will increase your referrals because you have raised the level of your business in their consciousness.
Combine several things like this, and you can achieve a “top of consciousness” in your client’s minds. Top of consciousness is when the consumer directly relates the name of your business, and only your business, to the thing that you provide. Your name becomes synonymous with what you provide.
Examples are; For years, people called a photocopy, a Xerox copy. People refer to “Having a Coke”, when they consume a carbonated beverage. That’s top of consciousness. Fortunately, for your advertising budget, you will be targeting a lot smaller audience.
The question in the feedback form that asks them which local publications they read will tell you exactly where you can leverage your marketing message with the 12 Advertising Response Triggers in a local Media, WITHOUT having to guess or spend your money to find the answer.
Advanced Strategy for
Highly Profitable Headlines
Ever wonder which benefit is most valuable to your ideal target prospect so that your headlines stop them in their tracks? Your testimonial system will tell you exactly what benefit your prospects value most. All you have to do is do a word density study to see which benefit is most valued by your clients by reviewing your feedback forms. The word people use to describe what I have done for them more than any other word is “Excellent” or “Excellence”. What is your single greatest benefit your provide your clients? Do this exercise and you will no longer need to guess at which benefits in your headline will attract the best clients and bring you the highest Return On Investment (ROI).
I hope you have enjoyed discovering how to get glowing testimonials and reviews from your clients. My message about testimonials is, “Ask and you will get!”
Now set a date to implement this testimonial system, and watch it work for you.
©Copyright, Instant Local Marketing Profits™, All Rights Reserved. This is Your Personal Copy, Do Not Distribute
Sample Patient Feedback Form
We are grateful to have you as our patient today. Your satisfaction is very important to us. We appreciate and value your feedback about your experience as our patient. Can you please share your insights into how we are doing, and how we can continually improve your visits on this feedback form?
How did you hear about us?
What are the 3 top things you liked about your experience on this visit?
What could we have improved on this visit? _______________________________
What is most important to you when you visit our office? ____________________
What will you tell your friends and family about your experience and results?
Whom do you look to for good advice prior to a Dental procedure? __________________________________________________________________
What is the next procedure you are considering? ___________________________
When are you considering having that done? ______________________________
Would it be a good idea for us to contact you then? _________________________
What local publications do you read regularly?_____________________________
I authorize you to use my comments in your marketing materials, and online reviews. – Please circle one – Yes / No
Laguna Dental, 123 Elm St, Laguna Beach, CA. 99999, Phone (949) 999-9999, Fax (949) 999-9998
©Copyright, Instant Local Marketing Profits™, All Rights Reserved. This is Your Personal Copy, Do Not Distribute
For a FREE advertising audit of your print advertising or website and a 15 Minute Marketing Strategy Session, Email Me your ad or website to be reviewed, and I will contact you to schedule a time that will work for both our schedules. I look forward to speaking with you soon!
There are many facets to website development. One facet of website development is how your website navigation is set up. Some websites have the navigation tabs on the left column, and some have the navigation tabs across the top of the website, left to right. Either of these is more personal preference than a critical function, until you see what your website visitors prefer.
But should you own personal preferences outweigh the preferences of your website visitors? Not if you want to maximize sales from your website!
Website Development by
Studying Your Traffic’s Activity
When I do a website development traffic study on where visitors are going on a website, first I use Google Analytics data. Then I use heat maps and videos of actual visitors to your website to fine tune this and get it right. To read more about how I use heat maps to track website visitors, you can read about it here http://www.instantlocalmarketingprofits.com/mobile-marketing/vendor-of-choice-program/ I personally prefer that the navigation be set up at the top of the page, going left to right. I think this makes the pages available most visible as readers are taught to read left to right.
Google Analytics Aids in
So what I did is went to view my Google Analytics data about this website. I saw my keywords prospects were using to visit my website, and did my best to make the top keywords the exact words used on some of my navigation tabs. This makes your content match what your visitors are seeking when they visit your website. Google will view your website as more relevant when you do this for your top keywords. But you can take that a step further to make your website super easy to navigate for your visitors. You can list the top keywords visitors are using to reach your website as your first navigation tabs beyond your Home page. Are you following me?
So what I did is put the “Vendor of Choice” tab just to the right of my Home page tab. This make s the content visitors want most easily accessible. Then I put the next most searched for keyword in the next tab to the right which is “Website Design & Development”. My Google Analytics clearly showed that the 3rd most searched keyword that brings visitors to my website is “Search Engine Optimization”. So I made that the 4th navigation tab when you go left to right. This is an important, but often overlooked step in website development by making your top content super-accessible.
User-Friendly Website Development
This website development step sets up my website to have user-friendly navigation because the top things they want to review are lined up in the most prominent place for them to locate it. This may seem “nit-picky”, but I can assure you that you will increase your visitor engagement and sales from your website by performing this study of what your visitors seek, and making your website navigation super-easy.
So this website development tip is to review what content your visitors want to view the most, then adjust your navigation tabs accordingly. If you have a question about your website development, please use the contact form at the top right of this page to email me, or you can go to the “Contact Larry Conn’ tab of this website for more contact information.
60 Point Advertising Audit and
15 Minute Tele-Consultation for FREE! ($244.00 Value!)
For a limited time, I will give you a 60-point advertising audit of your best marketing piece or website, determine the strengths and weaknesses, then give you a 15-minute tele-consultation as to the best way to make their advertising more profitable ($244.00 Value!). I know of no other advertising expert in the world that has a system to audit your marketing message and website, and immediately show the strengths and weaknesses in your advertising.
So if you know someone who wants to grow or sell their business and be positioned as the vendor of choice, you can tell them I now offer a FREE Advertising Audit where I will audit their current advertising’s strengths and weaknesses, see what response triggers should be added, and give them a FREE 15-minute tele-consultation to discuss how to go from where they are to where they want to go.
The 60 point advertising audit and tele-consultation are a $244 value they can get for free, while this offer lasts. To schedule your FREE Advertising Audit, you can email me with the contact form at the top right of this page, or call me at (702)940-9750. You have nothing to lose, and a lifetime of increased profits and business growth to gain! Make your appointment today before I remove this FREE offer.You’ll be glad you did.
As a Google Engage Advertising Agency with exclusive access to the latest industry insights and tools to help my clients succeed online, I frequently get people asking me about profitable website design. I fix a lot of “broken websites”. Broken websites usually have to do with a website with no traffic, or website designs with traffic but no sales. In this post, I am going to address website designs with traffic, but no sales.
Clients call me to tell me that they completed their website design, and added all the content they wanted to add. They have initiated a pay-per-click or SEO strategy to get traffic to their website. They have qualified traffic to their website, but they get no calls or sales from their website.
Website Design Sales Strategies
Website design needs to factor in sales strategies. Most website designs are set up to be beautiful online brochures that do no selling, thus they produce no sales. Just like you would not want to meet with a prospect in person and never ask them for the sale, your website needs to ask for the sale and “knock the prospect off the fence of indecision”.
Website Designs that Are an Automated Sales System
There are 2 factors I review first when I get a website design with qualified traffic and no calls or sales. The first thing I look at is the contact information on the website, and if it is correct. If it is correct and there are no broken links to their contact email, then I review their New Client Offer. A New Client Offer is what knocks the prospect off the fence of indecision, and gets them to reach for the phone to buy now. The New Client Offer is one of the components that turn a website design from a pretty online brochure to a automated online sales system that consistently produces sales 24 hours a day, 7 days a week.
Website Designs Excel with a New Client Offer
A website with a New Client Offer will outperform a website with no new client offer every time. So if the client comes to me with a website with no reason to buy now (no new client offer), I work to create one for them. Then this new client offer can be used in all their advertising, online and offline.
404 Errors in Your Website Design
The other reason clients get no sales from significant website traffic has to do with mistakes in their website design. Mistakes in website design can cause visitors to get 404 error messages that make their business look unorganized and unprofessional. I have software that can uncover all programming errors that cause 404 error codes, and fix them so that all your visitors get the content they wanted, not an error page. We even create a custom error page so that when this does happen in the future, your prospects will have instructions how to get to the Home page or back to the last page visited in your website.
Navigation Problems in Your Website Design
Then there are factors that can cause navigation problems for your website visitors that can kill sales. But how can you tell where your visitors are going in your website?
The first tracking every website owner should be doing is installing Google Analytics to every page of their website, and setting up Google webmaster tools to alert you of problems and opportunities. Google Analytics provide incredible data on the number of visitors to your website, Where they found you, how long they stayed on each page, which browser they used, the click thru rate, the top entry pages and the top exit pages, and the exact keywords every visitor used to reach your website.
People who own a website and fail to use Google Analytics are “flying the plane blindfolded”. Website owners that use Google Analytics data will have a competitive advantage over their competition because using Google Analytics takes you from guessing at your top keywords and critical website factors, to knowing exactly what your actual top keywords and critical website factors are.
Add Software that Follows Your Website Visitors
So what if you are using Google Analytics, and still have traffic with no sales. This is the time to break out the super stealthy software that actually tracks activity on your website of each visitor even more than Google Analytics. This super-stealthy software actually makes videos you can watch of your visitors behavior on your website. It will tell you how many visitors scroll down, which links they hover over and which links they click on including the click-thru percentage. You can uncover things you never would have known about your website with this software including the top focus part of the page where your main content should be located.
Website Design Case Study
I used this software on a website www.MammothSkiClub.com to determine where prospects were
“getting lost” in the website. The first thing this software showed was that 50% of the visitors were going to the blog from the home page. I did not want them going to the blog. I wanted them to read the home page, and then opt-in for more information. But I was losing 50% of my traffic due to this navigation problem. So how could I solve this problem?
Easy! I removed the blog tab from the home page and “Woila!” Now the visitors to the home page were no getting lost going to the blog. So fixing that 1 problem, doubled the traffic opting-in and reading the sales page as I wanted. THAT”S HUGE!
Then the other thing this software uncovered is that 25% of the visitors were going to and clicking on the “Official Sweepstakes Rules” link. I did not want them focusing on the rules, so I moved that link to the bottom right of the page and changed the anchor text from “Official Sweepstakes Rules” to just “Rules”. This change made it so that now the 25% were not getting lost in the Official Sweepstakes Rules.
The Value of Superior Website Design
Would I have ever found these navigation problems 75% of the website visitors were experiencing without this super stealthy software? No, I never would have. Was it worth the expense of adding this software for 2 months to do this traffic navigation study? Absolutely because I more than doubled the opt-ins WITHOUT having to double traffic.
I used to charge $997 for a 2 month traffic study to reveal these types of navigational problems with your website design. The good news is I can now install this software to any HTML or Word Press website design PERMANANTLY for about half the cost. You’re thinking, “Can I really get more for less?”, and in this instance the answer is “Yes!”
FREE Website Design Audit & 15 Minute Tele-Consultation ($244.00 Value!)
So if you have a website design that you are not getting sales from, I recommend you have me audit your website for obvious problems, and I will schedule a 15-minute tele-consultation with you to tell you exactly how to improve your website design. To schedule your website design audit, simply use the email contact form at the top right of this page, or on the Contact Larry Conn page of this website. I look forward to speaking with you soon!
Every business owner has heard, “You need to have presence on the internet.” This leads to them usually at least building a rudimentary website. There is a belief that “If you build it, they will come.” This belief proves to be false when it comes to your website design and development.
Website Development for Henderson NV Businesses
A website on the internet is like building a convenience store in the middle of the Mohave Desert with no roads leading to it. Yes, you have a business. But no one knows how to get there, or how to buy from you. This is a major problem for many people with underdeveloped websites on the internet. Websites that are difficult to find because of their Google ranking will never establish traffic to the website unless you pay for Google AdWords or have another driving force directing traffic to your website. That is probably the most expensive way to get traffic to your website.
How Do I Get Found on the Internet?
So what do you do if you have a website for a local business, and little or no traffic to it?
What do you do if you are say a Dentist in Henderson NV, and you want to be found when local prospects search on the keyword term “Dentist Henderson NV”?
You have to take the necessary steps to “Get Found on the Internet”. Google ranks your website based on how relevant it is for the prospect’s keyword query. Google wants to see high quality back links, citations from associated websites, and Google wants to find local businesses listed in the appropriate local directories. Google also wants to find pages for your business at social sites like Google Plus, Facebook, Yelp and Foursquare.
Setting all these pages up and getting listed in many local directories is something that takes business owners many hours and days to set up, and then they typically find that they set a few things up wrong because there is a learning curve to doing all this. So then, they go back and fix what they did wrong and maybe in 6 -12 months, they have completed the task of creating all these pages and directory listings for traffic to their website.
I had a client that said, “I wish there was a way to get all this done for me by doing 1 thing, and then letting experts at Instant Local Marketing Profits set all this up right for me the first time for just a nominal fee.” That got me thinking… every business with a website needs foundational Search Engine Optimization and website development to get found on page #1 of Google Search results for their top keywords that make sales.
So what I have come up with is the “Get Found on the Internet Package” that does all this foundational SEO and website development for you. The Get Found on the Internet Package includes:
- Keyword research to discover the 5 highest traffic keywords with the lowest level of competition
- Password-protected ownership of profiles on sites like Google Plus and Bing Local
- Social profiles on established on emerging sites like Facebook, Google Plus and Yelp
- Broad syndication of business listings to all major databases that feed search engines
- Direct syndication to select publishers
- Gradual increase in number and quality of listings over months
- Reports showing the visibility of business listings
This “Get Your Business Found On the Internet Package” builds the back links, citations, and broadly syndicates your directory listings that rank your business as more relevant to Google than competitors that have less developed websites.
Rookies Make Mistakes
If you tried to do all this yourself, it is likely to take months of work, and then you will have to go back and fix what you set up incorrectly. You will even get penalized by Google for setting up your foundational SEO incorrectly.
If you have ever wished that you could take one action that would dramatically improve your website ranking and presence on the internet, then the “Get Found on the Internet Package” is for you. This is the foundational SEO necessary for your website to gain visibility, regardless of your level of competition.
Once this is completed, you are very likely to have multiple listings on the first page of Google for your top 5 keywords, unless they are highly competitive keywords. If you are dealing with highly competitive keywords, additional SEO and website development will be necessary. To outrank someone on the internet, you need to do intelligent and comprehensive SEO strategies to outrank your competition. Regardless of your competition, this “Get Found on the Internet Package” is the best place to start your website Search Engine Optimization. It provides you your foundational SEO for your website.
What is the Investment?
The “Get Found on the Internet Package” is a $1000 a month value. Yext charges $499 for just a “bulk upload” to the directory listings. I have seen people charged $1000 for just a Google Plus page, or $100 – 300 for just a Facebook page. But you can get a Google Plus page, Facebook page, a Yelp listing, Foursquare, business listings at Yahoo Local and Bing Local, and as many as 100 more directory listings created for your business with the “Get Found on the Internet Package”.
This package will position you ABOVE even the #1 position in organic SEO for tons of Free clicks to your website and calls to your business to place an order.
*There are 2 levels of optimization and maintenance in the Get Found On the Internet package. The Silver level is just $147 per month and the Gold level is just $247 per month. I can tell you which level would be best for you based on your goals and level of competition, so call me right now at (702)940-9750 to get on the path to higher profits.
That is a really great deal, and the price is going up because my costs to fulfill this are going up, so if you want to do this I recommend you order it now! Your directory listings will be created over the first 2-3 months, because this is the way Google gives the highest values to your directory listings.
If you are up against difficult competition, you will have to do more than foundation SEO to beat them. However, for many local businesses that do not have a lot of local competition for their top 3-5 keywords, the Get Found on the Internet Package has proven to get them to the first page of the Google search results. Every situation and business is different, and needs to be evaluated based on the level of competition for your keywords.
Keyword Research for Your Top 3-5 Keywords Is Included!
If you are not familiar with how to do keyword research, which is science unto itself, I can do the keyword research for you. This will not only reveal the keywords that have traffic for your business, but it also reveals how many of your competitors are trying to optimize for the same keywords. Without knowing what your competition is doing, you could easily be optimizing a keyword all your competitors have spent a lot of time and money optimizing which will prevent you from ever getting to the first page of Google search results for that keyword.
FREE 15 Minute Digital Marketing Strategy Session and Consultation ($147.00 Value!)
For a limited time, I am offering a FREE 15 Minute Digital Marketing Strategy Session and Consultation to discuss your situation with you, and the most cost-effective way to get new clients from the Internet. To schedule a FREE 15 minute digital marketing strategy session, email me by filling out the contact form in the right column of this page, or going to the Contact Me tab of this website.
This offer may end at any time or when I get too busy to do it free, so I recommend you schedule your appointment today. I look forward to speaking with you about how to cost-effectively get more new clients from your website real soon.
When you hire someone to design and build your website, you need to be aware of some hidden pit-falls in building a website. Over the last few years, new clients have come to me with predatory tactics their former webmasters had used to hold them hostage for thousands more dollars at the end of their website design project.
One dentist had used a certain webmaster to build his website and do upgrades over the years. Then his webmaster became unresponsive, and would not make changes and updates to the website as requested. That is when this dentist came to me to do their website upgrades.
Beware of Predatory Website Design Tactics
We began moving the website from the previous webmaster’s hosting to my hosting, so I could take control of the website and perform the requested upgrades and changes. But when we went to move the website hosting, we found out that the old webmaster had purchased the URL or domain name the website was built on. Now the dentist had to buy the domain name from his old webmaster now that the website was fully developed.
If the dentist had purchased his own domain name originally, he would have paid around $12 per year to Go Daddy or a similar registrar prior to the website being built. Now the old webmaster wanted $1000 to sell the dentist the domain name to the website that the dentist had paid to build.
Unfortunately, there was no way around this. The old webmaster had not done anything illegal, but I believe he had set up the dentist to take advantage of him later. While this is not illegal, I believe it is unethical to set your clients up for a $1000 surprise like this.
In this case, the dentist was forced to pay his old webmaster $1000 to buy the domain name to his own website he had paid to build! Lesson to learn… always own your own domain name so someone cannot hold you hostage later, and sell you back what you should already have owned.
The “You Do Not Own the Content” Website Design Pitfall
The other pit-fall to watch out for is someone owning the content and/or design of your website. I had a caterer come to me this last year, and she wanted to make her website appear on the first page of Google organic search results for lots of free traffic. The first problem was the site was built in a template that is difficult, if not impossible, for Google to index the content of the website. I recommended she upgrade to a Word Press website with a premium theme for SEO so that the content of her website could be easily indexed by Google.
As we did the upgrade, the caterer received an email from the old webmaster claiming that he owned the content and design of the website. He threatened to sue her for breach of contract if she did not immediately pay him $5000. I am not kidding!
Unfortunately, she had signed a contract that stipulated that the webmaster would own the content of the website, even though she had paid him to create it. I told her we could create an entire new website for less than that, which she used in her argument with the old webmaster. She was able to negotiate a settlement that was less than $5000, but it took 6 weeks to make this agreement, and the website needed to be taken offline for the 6 weeks while they haggled out the legalities. Having her catering website offline for 6 weeks hurt her Google ranking that we were trying to build.
Website Design “Deals” You Need to Avoid
Both of these people described in this post got a “really good deal” on their websites, only to find out that they were duped into paying thousands to buy the rights to either the domain name or the website content later.
My advice is this: Always buy your own domain names (The.com and .mobi version), and always keep the exclusive rights to the content and design of your website.
If you are forced to sign a detailed contract, be sure you read it so you can catch if they will be holding you hostage later by selling you back your domain name and/or your website content. Be sure to have your attorney read all contracts BEFORE signing them!
Website Design & Development with No Surprises!
If you are interested in building a website that can rank in the top of Google’s search results WITHOUT being held hostage by some $5000 surprise later, please feel free to contact me about your project. I will not make you sign a contract, and you are free to end my services anytime you feel I am not providing you adequate value. I offer a FREE 60-Point Advertising Audit & 15-Minute Local Marketing Strategy Session ($244.00 Value!) to discuss your project at no risk or obligation to you. If you just have a simple question, please feel free to email me about that too. You can email me by using the contact form in the right column of this page, or going to the Contact Me tab of this website. I look forward to speaking with you soon, and making your website design the masterpiece you want it to be!