Website Design: Template or Custom (Part II)?

Last week’s post discussed the pros and cons of using a template for your website design.  Let’s now review the pros and cons of a custom website design.

Custom Web Design Pros

• Custom layout
• Search engine friendly
• Built for your needs
• Scalability

Custom Web Design Cons

• Takes longer to design
• Higher Costs

With a custom website coding and page design is done from scratch. Therefore it takes longer to create. However, a professional designer will give you a website that will grow with your company, blend with your printed marketing collateral (enhance your brand) as well as give you credibility with your target audience.

The more professional looking your website is, the better your chances of attracting customers, producing leads and phone calls. When deciding if you should use a custom or template website design, keep in mind that you want your business to stand out from the crowd and be memorable.

Having a website that looks nice is only part of the marketing package. Custom or template you will have to work on search engine optimization (SEO). So how do you choose? Ultimately you should find out the cost of each method. Include the time it is going to take you learn how to use a website template and compare that to the cost of a custom website design where you will have time to market or build your product in the same time frame.

Whichever way you decide to go, template or custom design, remember that websites are an extension of you and your business.  While templates may save you time and money in the short-run, a personalized design will always be more beneficial in the longer run.

Website Design: Template or Custom (Part I)?

I recently sent out a proposal for branding the company of a small business owner. For illustrative purposes we will call the client Joan.

Joan was on a very tight budget as all start-ups are.  I mentioned to Joan that instead of a custom website we could cut cost and time considerably if we customize a template for her. I told Joan a website is like building a house from the ground up or purchasing a ready-made new home. Here is what I shared with Joan to help her decide.

Template Web Design Pros

• Customizable
• Wide selection of premade and turnkey templates
• Quick turnaround time
• Very low cost

Template Web Design Cons

• Design not unique
• Customization may be limited
• Coding errors that prevent SEO (reducing chances that visitors can easily find you)
• Generic look of design (not branded)

With templates, the graphic design part of the work has already been done; you pay a licensing fee to use that template, as long as you comply with the terms of the license. Website templates are cheap, but like everything else you will get exactly what you pay for.

If you are a client looking to save money and time, we suggest going with a website template and finding a professional web designer that will customize a pre-made template design for you. Beware of web design scams from designers who sell premade templates as unique custom designs!

Next week I will share the pros and cons of custom website designs.

Client Perception is Everything: Avoid Bad Sales Collateral

Making a good impression is the top secret weapon of choice for salespeople. Sales collateral is a major part of a salesperson’s “good impression” toolkit.  Sales collateral include business card, brochure, promotion gift, sell sheet, and anything designed for a salesperson to increase his/her client base.

Have you ever looked at a business card, flyer, website or postcard and immediately said I would never do business with this company or you simply dismissed the company and said next? That is your client perception working.

Some companies use collateral that hurt sales. According to Alexander Hiam, author of Marketing For Dummies, in choosing your sales collateral, avoid the following:

Plastic: cheap plastic folders, clear plastic page protectors, or big, ugly plastic sample cases all say tacky and cheap to prospects. Use high-quality papers and favor cloth or leather cases and bindings, if at all possible.

Amateur designs and layouts: Sure, anyone can design sales and marketing materials in this era of high-quality laser printers, but most people shouldn’t. Amateurs often create poor-looking, confusing layouts. Their work just doesn’t have that special look that characterizes fine design —and the better prospects notice.

Errors: An amazing number of factual and spelling errors exist in sales collateral. Salespeople perpetually have to make corrections or explain errors in front of prospects, which is like saying, “Please use our business. Of course, we can’t even type a spec sheet accurately, but we can muddle through your order somehow.” Right.

Omissions: Most salespeople go on calls without all the collateral materials and information they need to do a great job. They don’t have a good brochure. Their business cards don’t have the current address or the company’s fax number and website. The price list is out of date. Their order form is a cheap pad bought at the local stationery store.

As you send your salespeople out in the field, arm them with good collateral. Help them to be sucessful so that your company can inturn be succesful as well.

Choosing The Right Color For Your Brand

This article was inspired by President Obama’s first State of the Union address.  I noticed he wore a red tie with white stripes and Vice President Biden wore a blue tie with red and white stripes. I laughed at myself as I knew the colors were chosen by someone who knew the meaning / symbolism of color. What did our leaders’ tie scream at me? Red, White and Blue—“America”!

Colors are non-verbal communication. They have symbolism and color meanings. Therefore, as you create your brand identity it is helpful to keep in mind how the eye and the mind perceive certain colors and the color meanings we associate with each color. Here is a list of common colors used in business identities and their meaning*:

RED
Warmth, Love, Anger, Danger, Boldness, Excitement, Speed, Strength, Determination, Desire, Courage 

ORANGE
Cheerfulness, Low Cost, Affordability, Enthusiasm, Stimulation, Creativity 

YELLOW
Attention-Grabbing, Comfort, Liveliness, Cowardliness, Hunger, Optimism, Overwhelm, Summer, Comfort, Liveliness, Intellect, Happiness, Energy

GREEN
Durability, Reliability, Environmental, Luxurious, Optimism, Well-Being, Nature, Calm, Relaxation, Spring, Safety, Honesty, Optimism, Harmony, Freshness

BLUE
Peace, Professionalism, Loyalty, Reliability, Honor, Melancholia, Boredom, Coldness, Winter, Depth, Stability, Professionalism, Honor, Trust

PURPLE
Power, Royalty, Nobility, Elegance, Sophistication, Artificial, Luxury, Mystery, Royalty, Elegance, Magic 

GRAY
Conservatism, Traditionalism, Intelligence, Serious, Dull, Uninteresting 

BROWN
Relaxing, Confident, Casual, Reassuring, Nature, Earthy, Solid, Reliable, Genuine, Autumn, Endurance

BLACK
Elegance, Sophistication, Formality, Power, Strength, Illegality, Depression, Morbidity, Night

WHITE
Cleanliness, Purity, Newness, Virginity, Peace, Innocence, Simplicity, Sterility, Snow

Before you launch your brand identity, consider your goals and what reaction you hope to receive from your target audience. Also keep in mind that culture dictates color meaning hence subtle variations in the international business world.

Look at your brand identity…Did you choose a color that represents you, your culture, and your beliefs?

* Color meaning taken from www.changingminds.org

Building Your Marketing Collateral In 2010

 

New Year—New decade—Optimism is in the air. I predict 2010 will be your most productive year ever if you take action today!

Begin by taking stock of your current marketing collateral and determine what worked for you in 2009. Marketing collateral — or printed pieces that support your marketing efforts include but are not limited to:

• Brochures
• Business Cards
• Catalogs
• Newsletters
• Note Cards
• Pocket Folders
• Postcards
• Reports/Whitepapers
• Sales Sheets

2010 Action Plan

• Review current marketing collateral.
• Remove outdated or non-producing pieces.
• Post reports, whitepapers on your website and provide an easy way for prospects to view them.
• Keep extra brochures, mailers and business cards with you.
• Write thank-you notes, follow-up letters, reminder cards and more on your note cards.
• Be sure to give out brochures and business cards to people and businesses that not only want them, but can use or recommend your services.

Keep your marketing collateral current as different styles, colors, even words change from the “in” to the “out” list and a smart business stays on top of these changes and responds to them.

Here’s looking towards 2010 and beyond…put your action plan in place today!

Benefits of Business Cards

There are many steps involved in starting a business, but an important one that is often overlooked, is business cards. Although business cards are common, they add a personal touch and can make a statement on those looking for your business. They are a small part of your company that you can leave behind wherever you go. You never know just who may be seeking your services.

All Types of Businesses Can Benefit From Business Cards

Business cards are more important for a small business than for a larger corporation. Specific skilled trades such as, graphic designers, consultants, or housecleaning services, don’t always rely on a large body of customers, but depend more on a few local clients. These clients provide references to friends and other contacts to allow your business to grow.

The other business type that benefits the most from business cards is Internet-based businesses. It’s important to remember that when people leave your website, they generally forget that you exist, so your responsibility is to remind them. Having a business card can keep you, your business, products, and services in the minds of your future clients. You have a better chance of having them use your services or passing your information on to someone else, if they have a convenient way of contacting you.

Highlight Your Company’s Best Attributes

A clean slate is sometimes the best way to introduce yourself. With a business card, you can accentuate all of your best qualities, similar to a tiny resumé or personal advertisement. Business cards allow you to present yourself or business in a more formal and credible light. The traditions of business easily recognize business cards like an identity.

Business cards come in all different forms and can be very simple or full of creativity, but since business cards are so common, creativity is important. It’s better to set yourself apart from your competition and a creative business card is a great way to do so. Business cards are meant to leave an impression, so that later, your company will be thought of when products or services are needed. The more creative your business card is, the more likely it is that you will be remembered. 

Promoting Your Business With Ease

If you would want to promote your business and perhaps establish your name in the local area, drop off your business cards in stores and boutiques where your clientele is accessible. This is a small gesture that easily links you to a potential network. You can be up-to-date with the new trends and business activities.

Many stores also offer discounts and freebies to those people who give them their business cards. Other companies use collected business cards to survey the audience that they attract. Knowing this information, it is easier to appeal to specific target markets. You can use this tactic for your business as well.

Business cards should be handy at all times so you can share them with people who might be interested in your products or services. As an entrepreneur, you should never leave home without one!

 

Contributor: Joe Witte

5 Quick Ways to Improve Your Company’s Identity

Add a spark to your corporate identity and boost your online presence.  

1. Add a Blog to your website
   Have an open discussion online about your company and the products and services you provide. Blogging is a fun and affordable way to have direct involvement with your clients. It allows you to offer advice, news, or promotions about your company on a regular basis. A blog also exhibits you and your business as the expert in your field, boosting your credibility and confidence with potential and existing customers. Blogging can open the door for feedback and discussion between you and your clients. By providing an open forum, you can gauge your company’s performance and your customer’s wants or needs.  
2. Email Signature
   Let your clients know who you are and what company you represent. Sign all of your outgoing email messages with your name and company logo. A graphic signature will immediately be attached and included inside all of your outgoing emails. Ditch your boring text signature, and send a visual reminder about your brand with every outgoing message.  
3. Email Marketing Template
   Impress current and potential customers, by sending a professionally designed email message. By establishing your brand in the valuable real estate of your customer’s inbox, you can cheaply and effectively advertise your business and build brand awareness to already pre-qualified customers. Unlike a blog, your customers don’t need to search to find out about your company, the news comes right to them!  
4. Post Card
   Update current or former clients of what your business is up to. If you have a new product or service that you are promoting, no one will know about it unless you inform them of your updates. A branded post card is an excellent way to show off your identity and bring in more business by making sure your clients know of your new ideas. Not only will a postcard enforce your branded identity, it can be an affordable sales and promotional tool.  
5. Electronic Brochure
   An electronic brochure is a great way to grab a client’s attention. Sending your clients an electronic version of your print brochure reminds them of your business’ unique services or products. It’s a great informational tool, which can also contain hyperlinks right to your webpage. This way, customers will always know how to find you.  

 

Contributor: Joe Witte

Why Every Business Needs a Brand (Part II)

Main Goals of Branding

• Deliver a clear message of what your company sells or why your product is superior
• Confirm credibility for your company among your target market
• Make an emotional connection, confirming that your product or service is what people want or need
• Establish loyalty with your users to keep them returning
• Create a valuable reputation to maintain a future in business
• Create motivation in a buyer so that they seek your service or product

The key to good branding is to create a thought or image, not only on paper, but in the minds of consumers. I know when I think of fast food or a hamburger; I think of McDonald’s golden arches and can almost taste a Big Mac. McDonalds is another example of excellent branding. They have been a presence in our lives for so long that most all of us even have childhood memories of McDonald’s birthday parties or hanging out after school in the play place. The company has achieved the memory in the minds of consumers, which makes them return to spend their money there. They have used their arches as their image so that when you see them, you also see their product and it causes those memories to be recalled. McDonalds and Nike are well-established companies and their marketing concepts are different from those of a small business, but their brands are well built up over long periods of time.

A company brand exists within the minds of customers, clients, and prospects. If you were to take your entire marketing strategy and add up all its components together, your brand would be the sum of your efforts. A well-established brand is priceless as companies continue to compete for customers, especially in today’s economy. Building a brand does take time, but the investment is worth it since your identity is what will draw customers and clients. Just like the mark on the cowhide, your brand establishes who you are and sets your identity apart from the others. It is your general foundation for your company and is something you would not want to find yourself without.

 

Contributor: Nicole Lee

Why Brochures Still Matter in a Paperless World

In this increasingly paperless world, the majority of marketing collateral and business presentations consist of digital documents. From your latest PowerPoint masterpiece to a flashy interactive website, electronic media can be quick, easy, and visually stunning. There is no denying the advantages of electronic media.

However, due to these strengths it is likely your message will be forgotten. Your clients will want and need a permanent reminder of your message. Offer them the presence and physical cache of a slickly designed brochure.

1. A Brochure is Tangible
   Made only of simple paper or basic card stock, a brochure is a tangible object that your clients will hold on to and keep. This is especially important if you offer a service that is abstract or industry specific. A brochure will give you a prime opportunity to explain your services and will allow your client time to absorb the finer points of your proposition.
2. A Brochure is Impressive
   Traditionally the costs of designing and printing a brochure kept all but the biggest companies from producing a printed brochure. Fortunately, with the ease and efficiency of online design and printing, the cost has significantly fallen. Take advantage of this development, and present your small business as a juggernaut. Underscore to your clients that you know the value of professionally designed and printed collateral.
3. A Brochure is Simple
   With the alphabet soup of file formats (PDF, DOC, PPT, HTML) the last thing you want to do is confuse a potential client. Don’t force them to take a training course in computer science just to read your pitch, give them a prepared hard copy. Not only will your client’s appreciate this, but also your message will be clearer without the noise of unwanted technical questions.
4. A Brochure is Timeless
   Today’s cutting edge web presentation will be passé and outdated in a matter of months. Rapid shifts in technology can make your slick electronic collateral dated and obsolete overnight. Don’t waste time and money chasing the next big thing. Invest in a brochure, a time tested and proven medium.

A brochure with a classic design will stand the test of time. Easily portable, and simply stored, a brochure will always remain not only on someone’s desk but also in their mind.

Contributor: Dan Natale