How to Build a Website for Your Business

If You Build it Right - They WILL Come

Newsflash: Your website is NOT an overpriced business card.

It is supposed to bring you leads which equate to revenue, if it doesn't, it is broken, bottom line.

If you have a business that has high search equity, meaning every day people searching for what you sell/do on the Internet – you MUST have a well-performing website.

Notice I didn’t say just ANY website – I said a “well-performing” website.

Now, here's another consideration. If your website does in fact rank for top searches that is WONDERFUL!

BUT!

You are not off the hook for online advertising. Think of a profitable marketing strategy like you would a pie. There are several DIFFERENT pieces and together they create the magic.

It is super important you have the right mindset when it comes to creating a website for your business.

Just like a successful retirement investment strategy, you don't put all your eggs in one basket, you diversify!

Online advertising can line you up for all sorts of OTHER searches you may not get. Additionally, tools like Google Adwords put you AT THE TOP of the search, not down below.

The searcher typically ALWAYS chooses a result to click on from the very top of the page.

They won't scroll down, they won't read too much, they won't analyze the information. They want a result and they want it yesterday and that is why you need an ad in that real estate.

You need to rank for top searches and you need your ads to be there too!

I try to tell a business owner to think of the first page of Google like VERY VALUABLE real estate.

You want to own as many parts of it as possible! Put your business all over it in every way you can - your website, Google My Business, and Google Ads.

Then CHA-CHING!

How to Create a Website: The Engine

Consider Your Website is an Automobile

I want you to think of your website as a car. When it comes to your business what type of car do you want your website to be?

Let's consider it!

Do you want a car that's fast?

Do you want a car that's just pretty, but doesn't run very well, or maybe at all?

Or perhaps you want a car that is fuel efficient? You want your website to get generate some leads - but not too many? (I REALLY hope you don't want this.)

I know these scenarios sound silly, but consider it. This thought process is how you change your mindset and really consider how you use the tools in your business! Or in most cases, how you don't.

Okay, let's go for a little test drive!

Look at the graphic below.

I want you to perform an experiment using Google Chrome. (FYI: It's important to use Google because over 90% of people use it when they are searching for something. So it's the most used search engine.)

You will duplicate the action you see in the graphic below, it is SUPER important to make sure your search is incognito, that way there are no cookies from previous Internet activity, and the experiment is completely unbiased.

Type in what your target market would if they were searching for you (EX: dermatologist near me, plumber Atlanta, handyman Birmingham).

Observe who comes up at the top of the search. You will probably see aggregators first like Angie's List, Yelp etc, but shortly after you will see actual businesses.

Is your business listed in the top results?

If your business is on page 1 but lower down the page that is great news – it means with a few adjustments you can rise to the top.

If your business is on page 2 or 3, you have a bit of work to do, BUT guess what?

Most businesses in top positions are only there by DEFAULT! Someone HAS to be there right?

This means if you got serious and made some changes to your website you could easily rank above them. (Purpose VS Default)

Is Your Website Built for Profit?

Not being in the search means there's a missing link in your profitability.

Imagine you have a beautiful red sports car sitting in your driveway. There's just one problem.

It doesn't have an engine.

When you have a service-based business people search for online and YOUR business cannot be found in it, your car (website) has no engine.

How can you fix it?

A. Make sure you are doing things like Google Ads which puts your business in searches you are not naturally in.

B. Learn search engine optimization and create an architecture in your website that returns it for searches.

C. You can hire me 🤓.

If you aren’t already doing Google Ads it will be an instant revenue infusion into your business.

Almost instantly you will start to get more calls and leads.

Your business being returned in searches your target market conducts is a GAME-CHANGER. 

Local SEO: A Lesson In Internet Real Estate 

I want to make sure whoever is reading this understands Internet real estate. Just like land real estate, there are equivalents to beachfront property etc.

With your top keyword in mind (EX: plumber near me, handyman Atlanta Ga, window replacement Nashville TN) you will want to type into the search browser using an incognito window (as I pointed out above). Type what a searcher would if they were looking for your product or service.

NOTE: The perspective I will be showing in this section is based on my own personal experience and research over 9 years as an Internet marketer. Someone else could possibly have a different opinion.

The Various Real Estate Locations in a Google Search

We are going to talk about 6 different types of real estate:

1. Google Local Search Ads (Bayside) 
   
   
2. Google Ads (Waterfront) 
   
   
3. Google My Business (Beachfront)
   
   
4. Organic Result (Can be walking distance to beach, in some cases beachfront, and in some cases the desert.)
   
   
5. Directories & Aggregators (A 5-mile bike ride to the beach.)
   
   
6. The results near or at the bottom. (The desert)
   
   

In this example we are going to pretend we have a window replacement company located in Dallas, Texas. 

The top keyword we want to rank for is "window replacement Dallas, TX".

Local SEO: Google Local Search Ads - The Bayside

This is real estate right at the top of the page. So if it's at the very top why do I call it bayside?

Well, bayside is a good location but it's not beachfront - meaning it's a good property, it's just not the best. At least not in my personal experience with my service-based business clients over the past several years. 

Local SEO: Google Local Service Ads 

Local services ads are pay-per-lead ads that appear at the top of the search results, above organic results and traditional Google Adwords.

To appear in these results a business must first pass a screening process that involves background, license, and insurance checks. 

Local service ads are available to home service businesses. 

There are only 3 positions that show and then the searcher has to click to see more. This is a great opportunity for a business that has a ton of reviews (many more than their competitors), that way their ad is sure to be seen in the top 3. 

With local service ads you pay per lead. You will go into your dashboard and click which calls turned out to be actual leads and you are only billed for those. With Google Search Adwords you pay per click. 

Local service ad keywords are chosen for you, whereas with Google Search Adwords you have control over them. 

I call these ads bayside because every time I have tested them for clients they got mediocre results. The lead quality just wasn't very good. Especially for a client that had a higher-end service cost. 

I personally, have always gotten much better results with Google Search Adwords. 

Why do I think that is? I am not sure actually. Perhaps Google Ads provide more real estate? I mean local service ads are at the top but the house is much smaller. There is not much detail. With Google Search Ads you have lines of more content and information (a much larger house). 

However, just because my clients didn't get great results does not mean you will not. Marketing is about testing different things. You have to try new things out and see what works best. 

Local SEO: Google Adwords - Waterfront

The second thing you will see on the page is Google Adwords.

Google Ads is the name of Google’s pay-per-click (PPC) platform.

A searcher types in a query and based on how your keywords and ads are set up your ad will populate for that search. Google Ads are just below local search and sit above Google Profile Listings.

This lead platform is based on:

1. Bidding: You will bid how much you are willing to pay for a click.
   
   
2. Keywords: The keywords you choose. 
   
   
3. Ads: How good your ads are, getting someone to click. 
   
   
4. Landing Page & Offer: How good your landing page and offer is and then of course getting someone to call your business or fill out your information request form.
   
   

So why do I call this waterfront? Well it's great property, and you definetly have a great view of the water. 

In my personal experience this property gets the next to best results for my clients. 

It's an absolute necessity because it's a great tool to put my client in all the best searches. 

Something people always ask me, "Do people really click on those ads?"...Yes, oh yes they do. 

When a new client comes into my business chances are they have never used Google Adwords, at least not effectively anyway.

Within the first 12 months I can grow their leads by 100% to 300%. It's truly a game-changer for a small service-based business. 

Local SEO: Google My Business Profile - Beachfront

I call Google My Business Profiles beachfront property because in my opinion it is the absolute best real estate on the page, even though it's the 3rd section of real estate. 

My clients get more calls and website visits from the Google My Business Profile than they do from Google Ads and organic traffic - COMBINED!

Now, let me first say you need get some decent reviews and the more than better. In fact, getting great reviews is one of the most profitable ways you will grow your business.

I believe that Google Profiles are the most preferred real estate by the searcher because they are such a great source of information when they are looking for a specific product or service.

A well-optimized Google Business My Profile can provide valuable information about your business, including hours of operation, customer reviews, photos, and more.

This can help establish your business as a trustworthy and credible option in the eyes of potential new customers. 

Business Profiles allow customers to easily get in touch with you via phone, email, or messaging, and can even provide a direct link to your website and even receive quote requests.

For all practical purposes a Google My Business Profile is a website of sorts.

However, I find that most businesses do NOT fully take advantage of them, they are optimized poorly. Not many businesses take advantage of all the bells and whistles they offer.

Google Adwords has what is a called an asset (used to be called an extension) whereas your ad can be seen at the top of Google My Business listings you don't organically rank for.

This is very LUCRATIVE opportunity for a business that doesnt naturally appear in the top 3 results. It's also an amazing opportunity for your business to be seen in listings you wouldn't normally be seen in.

This is the most incredible marketing asset Google offers - learn to use it well and watch your business GROW! 

Local SEO: Top Organic Results - A Walk to the Beach

The organic portion of search results are the 4th section right after Google My Business Listings.

Most business owners don't understand the process of getting their website on page 1 for a search, in addition they don't understand the significance.

Investing the time in learning how to get your website in the top searches OR paying someone to do it for you is an investment that will pay your business back in dividends year after year after year.

Most people will click on results for their query such as Google My Business Listings or ads. However, some people do in fact prefer an organic website result. 

If your website is the top 5 organic results and your page descriptions are written really well it's a great benefit to your business and it will bring you leads which in turn is PROFIT. 

The rule is organic results are a walk to the beach because most everyone clicks top results. However, there are MANY exceptions.

These exceptions make top organic results a beachfront property. 

The searcher types in lots of different queries to find what they are looking for, most of them are longer searches because they are searching by voice.

For my window replacement client it is necessary to optimize their website for "window replacement hendersonville tn" however, which is the most popular search.

Which means competitors will be optimizing their websites for it as well.

But in more specific searches like the one below, "vinyl windows hendersonville tn", my clients website comes up first at the very top of the page, even above larger websites such as Yelp and Lowe's.

Also notice how well the snippet is written - it has a true call-to-action which is Save Up to 50%, this is how you get more clicks and traffic to your website! 

You have to do really good research on keywords and make your you are optimizing your website for them.

Here's a little tip for you, most of your competitors aren't good at this and they miss tons of opportunities because their website is only optimized for "mainstream keywords". 

Many ask me if they are paying for Google Adwords and showing up at the top of Google My Business Listings why does this piece matter?

Again, think of it like real estate, or maybe even monopoly. You want to own as much of the page as possible. You want multiple pieces of property on the page. This way it makes you look like you own it! 

One thing to remember regarding the online landscape of business - on the Internet the playing field is leveled. A big business can look smaller if they have a weak online presence and a smaller business can look big! 

Appearing to have a broader appearance makes your business more trustworthy to the search. 

This is how you built a very lucrative marketing strategy for your business. 

Directories & Aggregators - A 5-Mile Bike Ride to the Beach

I was being kind when I gave directories and aggregators a 5-mile bike ride to the beach.

Truthfully, I think the real estate is much worse than that. However, for some business models is works out okay.

For example if you have some sort of entertainment venue or a restaurant - for example, people use Yelp to look for restaurant reviews and to make reservations.

Here is a list of most common directories & aggregators:

1. Yelp
2. Angie's List & HomeAdvisor (They are now the same company.)
3. Powell & Sons - Owned by HomeAdvisor
4. Houzz
5. Thumbtack
6. Yellow Pages
7. Nextdoor
8. Porch.com
9. Manta
10. Better Business Bureau 

The ones you will see the most near the top of the page will be Yelp & Angie's List.

Directory websites do not get near as much search as Google Adwords and Google My Business Listings but always fill out your free listing when it's offered.

As I mentioned in a different section it's alway about owning as much real estate as you can on the page, that's why you want to claim any sort of free listing opportunity available to your business. 

The Desert 

The last 3 listings at the end of the page are going to be the desert. 

If your website turns up in these placements I am not saying you won't get any traffic at all. It's definitely better than being on page 2 of a search.

It's not that the last 3 listings are bad it's just that the searcher has already made their "click decision" before they get to you.

An idea is to make sure you have very good descriptions for your website pages, make sure there are good call-to-actions. That will definitely increase your chances of getting clicks.

I want to point out if you are already on page 1 of the search, it probably wouldn't be that hard to get to higher up in the search with some good tweaks to your website.

Websites at the top of search could be there for default reasons - someone has to be there right?

But if another business with an an actual strategy makes their website more search engine friendly, then it could mean gradually moving up a few places.

Mapping the Customer Journey

When someone visits you in person at your place of business or calls on the phone, you get to have a personal impact on how that individual sees and experiences your business.

You achieve this impact by communication.

But, what if you aren't there to have that impact?

What if they are experiencing your business alone, without your presence or impact on how they see it?

This is what happens when someone visits your website.

Now, I want to ask you to do something that for some can be a little difficult. I want you to completely take off your business owner hat and look at your business solely through the eyes of your potential new customer.

You may say, "Oh, that is easy", but is it? Ego is something that hurts many in their business.

But, hey we are all guilty of it from time to time.

I have been working with business owners for more than 10 years now and I find it is a common trait to have the mindset to view our business from our own perspectives. We sometimes get caught up in what we want to sell versus what someone wants/needs to buy.

Ego can really get in the way when it comes to growth in your business, so it's very important you learn to stay focused on your customer's perspectives versus your own.

With your business owner hat removed and your new potential customer hat on, I want you to visit your website on your mobile phone.

The reason why I want you to do it on your phone is because that is how the largest percentage of people will experience your business.

Now, let's map your customer's journey.

Mapping the Customer Journey: Is Your Website User Friendly?

While viewing the mobile version of your website I want you to answer the following questions to determine how user-friendly your website is.

1. Can you see everything very well on your phone? How does the text look? Is it too small? If your customer is older they may have trouble seeing a small font. A rule of thumb for mobile is an 18 font.
   
   
2. Can they easily contact you quickly? The way I design websites is a click-to-call button is always up top and just about the first thing they see. Then there is a box of text that tells them exactly who we are and what we do. Third is a contact form, this way you are giving them more than 1 option to contact you.
   
   
3. Things need to be upfront and quick because people have a very short attention span and they won't spend but just a few seconds looking for a way to contact you. There also should be a second click-to-call button near the footer as they are scrolling down the page.
   
   
4. Navigate through EVERY SINGLE PAGE. Make any special notes of grammar errors or anything that needs to be added.
   
   
5. Does your website represent your business well in your absence? Does it answer the questions people typically ask when you talk to them in person or on the phone?
   
   
6. Speed & Technology: If you have old technology on your page such as pop ups, Flash and Action Script, you could be losing leads. Also make sure you are not overusing Javascript.
   
   Remember, you have to create a viewing environment that is friendly to a very small screen which is a mobile phone. Also speed is very important. Google has a free tool called Google Page Speed to check your website, you can click here: https://pagespeed.web.dev/ . This tool will give you some step-by-step instructions on how to improve your website's speed and performance.
   
   
7. SSL Certificate: Your website must have an SSL (Secure Socket Layer) certificate. In 2021 Google enforced this and if your site does not have one they will show a "not secure" warning on your website to the searcher. This can be a huge alarm to your visitor as everyone is concerned about security these days. If you have a not secure warning on your website reach out to your website host, this is something they can help you with.

Your Website Must Be Mobile-Friendly

Most people are going to view your website from their phone.

The mobile-friendly aspect is a MAJOR Google ranking factor, so your website being mobile not only impacts your visitor, but it impacts your Internet ranking position as well.

In 2015 Google updated their algorithm so that it has mobile-first indexing. This means all mobile-friendly websites will have priority in the search.

So basically, websites not mobile are being suppressed and pushed down in the rankings.

Do not pass GO. Do not collect $200. Take your phone out right now and look at your website. How does it look?

Additionally, your website should be FULLY responsive meaning it's fluid wherever it's being viewed whether that be mobile (the lion share of viewers), iPad, desktop, or a laptop.

In the image below is an actual example of a client's website as viewed on mobile.

The first image is the very top of the page, notice the red click-to-call button.

Then you will scroll down to see who we are and what we do, then immediately after you will find a contact form to request a quote or ask a question.

It is important to give your visitor multiple ways to get in touch with you. You want this to happen at the very top of the page. 

After the form the searcher will find other useful content about our business. This is a very good guide to use for your own website.

This layout is great for lead generation, it works very well for my clients.

Lesson Overview