I've not encountered a perfect website during my 15 years as a digital marketer. Even if you think your business website is perfect today, it will need work tomorrow, next week, or next month.
I’m mentioning this because I recently heard an excellent, respected website developer say he had not signed a new client so far in 2024. I was surprised.
Our little group discussed why there were no new clients and offered some suggestions to help. But in a world where nearly every business website needs new content, a fresh look, a spell-check, a faster load time, or more search optimization, he should have clients lined up for months.
The DIY Problem
One theory was that many small businesses want to manage websites themselves.
I appreciate that many small business owners, myself included, have a do-it-yourself approach to websites. But unless web design is your job, I bet you need help.
Good websites are not static. They change in response to changes in search marketing and other digital marketing tactics. They need new, original content. They need fresh designs and new descriptions of your products and services.
You might need an expert’s help with your website if:
You’re not sure whether people can find your site with a search engine;
You’re not sure whether your site is easily accessed by visually impaired people;
You’re not sure whether your site needs to be compliant with privacy laws;
You’re not sure how easily visitors navigate your site;
Or, you’re not sure how to get visitors to interact with your site.
Get some fresh eyes on your website. Hire an expert.
Today’s Jargon: The Reciprocity Principle
Reciprocity is a marketing tactic that is practiced all around us but isn’t always discussed in terms of psychology. However, Nancy Harhut, in her book "Using Behavioral Science in Marketing," devotes an entire chapter to the reciprocity principle.
It seems that when human beings receive gifts, they feel indebted to the gift-giver, at least in a small way. It’s instinctive to want to repay kindness.
Marketers use the reciprocity principle, hoping to get something in return for a gift. Harhut points out that charities use the principle with great success. Have you ever made a donation after receiving a batch of greeting cards or address labels from a charity?
The Gift of Unbiased Information
Sometimes, marketers can succeed by giving the gift of information. Harhut points to one of the "original" content marketing success stories. During a particularly weak economy, a pool installation business began writing website content that answered people’s questions about buying and owning a swimming pool.
The articles were frank about pricing and the pros and cons of other local pool builders. The pool installation company built trust by being open about the process, and as a result, the business thrived.
Even though we hear tropes about how it’s better to give than receive, the act of giving something to customers or potential customers can trigger a urge of generosity to give something back.
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Until next time
The next newsletter arrives July 30, after a couple more weeks of extra-hot weather here in the northeastern United States.
July 20 is the 55th anniversary of humankind’s first landing on the moon. It’s also the origin of the eternal question, "If we can put a man on the moon, why can't we …?"
Other notable dates in the next couple of weeks: July 22 is National Hammock Day (a personal favorite); July 24 is Cousins Day; and if you can keep it from melting, July 28 is National Milk Chocolate Day.
Until next time, be grateful. Be generous. Be patient. Love.
Thanks for spending some of your time with me, . I appreciate you.
Mark
P.S. - This newsletter was 100 percent created by me, a human.
P.P.S. - Some links in this email might be affiliate links, which could generate small commissions for me at no extra cost to you.
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