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How to Attract the Best New Talent to Your Company this Hiring Season

Posted Wed, July 2, 2014 by Julie Short

To attract the best employees, you need to capture the attention of this year's most talented college graduates. Job boards and campus recruiting are two great ways to spread information. But to reach the widest pool of job seekers, you also need to maximize the one resource that every company has at its disposal: your company website. A website that is coherently branded, contains solid information, and is easy to navigate gives young job seekers a good first impression and can even predispose them to want to work for you.

Use your website to promote your brand

If producers decided to make a film about your company, what Hollywood actor would play your CEO? What genre would the film be? Would it be a romantic comedy or a period drama? What’s the soundtrack like?

You get the idea. According to talent maximization expert Roberta Matuson, "attraction trumps recruitment time and time again". HBR's poll of 15,000 millennials supports this idea: the number one thing young people look for in a company is "people and culture fit" – much more so than salary.

Related post: Does Your Website Effectively Reflect Your Brand?

Think of your website as projecting your company's identity and telling its story. Images, color, layout and font need to be consistent so that your brand is both recognizable and stays with your viewer. Create personable, engaging profiles of your employees – or, if you’re a larger organization, your leaders – so that the culture and work environment are part of the primary focus.


Make sure the site is easy to navigate

A few years ago, it was popular to construct websites that held their viewers hostage with disabled back buttons and large popup windows. Now these features are understood to be cardinal sins of web design. All features like this do is irritate the viewer, who will simply close the browser and start all over again, making a mental note not to return to your site. Ouch.

Keep distractions to a minimum. You want to construct an appealing website that prospective job seekers not only want to explore but also immediately know how to explore. You can accomplish this goal in the following ways:

  • Make your company information easy to access by adding a professional-looking "contact us" form or button on every page.
  • Streamline the content on your site so that viewers can load it in under four seconds.
  • Include a clear navigation map on your header or footer. Visitors should never have to click at random to find their way around the site.

Don't forget the bells and whistles

We said to streamline, we know – but there are a couple extras that aren’t actually extras at this point. If you’re going to attract young talent to your company, you must have these two things:

  • Mobile-ready design
  • Strong social media presence

Related post: 4 common pitfalls of mobile web design


A report by beyond.com states that 77 percent of job seekers are using mobile apps to locate jobs. Not having a mobile-ready site is almost as big a mistake as not utilizing social media to advertise and promote your company brand. The number one way that millennials learn about great companies to work for is recommendations from friends; and social media is one of the main ways that friends stay in touch. A mobile-optimized site and a solid social media presence will drive the traffic you want straight to your website.

When you’re trying to attract new grads to your company, remember that making yourself visible is half the battle – so use your website wisely, and you’ll be receiving applications in no time.  

 

Posted in : Websites , Business Strategy | 
Tags : attracting , hiring , college , graduates


What to Do When Google Treats You like a Russian Gymnastics Judge

Posted Wed, June 25, 2014 by Julie Short

Most business owners and Internet marketers are already at least somewhat familiar with the concept of the Google AdWords Quality Score. It basically amounts to a numerical evaluation of how relevant and effective your pay-per-click ads are, which in turn affects how often they are shown and the prices you need to pay to maintain a certain ad position.

The basic idea is that, when your Quality Scores are high, Google will allow you to bid very little for a prime advertising position; with low Quality Scores, though, you'll pay through the teeth to even show up for your most important keywords (because your Quality Scores vary from one keyword to the next, the best way to check them is by logging in to your AdWords account).

The net of all of this is that it's impossible to run an efficient and effective paid search campaign with low Quality Scores. Getting clicks and conversions will just cost too much, especially if you want to maintain a high bid position.

So, what can you do when Google's Quality Score evaluation process treats you like a Russian gymnastics judge at the Olympics and marks you with a lower number than you expected?

The first step is to understand where your score actually comes from. Here are a few of the ingredients that are known to be important:

Click-through rate. Google runs ads to make money, but also to help searchers find what they're looking for. Running ads with lots of click-throughs helps them do both, since it's a sign that searchers find the offer to be relevant.

Content on your site. If relevance didn't matter, people would simply choose the keywords and search phrases with the highest traffic and put unrelated ads with them. That would lead to a lower-quality experience for end users, so Google evaluates the content on your site to make sure it matches up with your keywords and ad copy.

How focused your campaigns and groups are. Google likes to see campaigns and ad groups that are tightly focused. If you have too many keywords stuffed together, your Quality Score will suffer.

Account history. Google factors your account history (and even other accounts for the same keyword or search term) into your Quality Score, so it pays to be an excellent advertiser over time.

There are other things that factor in, but these are the most important and easiest to change. So, if you find your Quality Scores are suffering, your best course of action is to first reevaluate your ad groups and keyword combinations, and then start testing new versions of your ads to increase your click-through rates.

The important takeaway here is that bad Quality Scores can be overcome, but it's always going to be easier – and less expensive – the sooner you start.

Need help getting your AdWords account in order? Let the team at WebRevelation help.

 

Posted in : SEO/SMO/SMM , Website Content | 
Tags : google , quality , scores


Three Ways to Keep Customers Coming Back Time and Time Again

Posted Wed, June 18, 2014 by Julie Short

Getting new customers is great, but unless your business is starting from scratch, keeping your existing ones is more important.

It's not difficult to see why: Repeat customers tend to place the biggest orders and buy the most services, are the ones who refer you to other customers just like them (shortening the sales process at the same time), and cost you the least to market to.

When you can keep them happy, you'll have a stable source of revenue that you can count on from one month to the next. When you can't, you'll always find yourself churning through marketing campaigns and digging around for new business.

So, how do you keep hold of your best customers and make sure they come back time and time again? Obviously, having great products or services, pricing fairly, and being known for customer service are good first steps. Beyond that, here are a few things you can do to tilt the odds in your favor:

1. Know, understand, and anticipate their needs. In most markets and industries, people can turn lots of places to get what they want or need. If you can save them time and energy, though, by understanding their buying motivations and anticipating their needs even before they realize them, you'll be rewarded with lots of repeat business.

2. Show them that working with you is safe. Adding things like online transaction verification, good customer reviews, and a number of different local and industry association memberships is a good way to build trust. And of course, being known for providing five-star customer service helps, too. What you really want is for buyers to know that working with you is as safe as it possibly could be.

3. Use the power of extras and freebies. There are hundreds of ways to reward loyal customers – from birthday cards to coupons and freebies for big purchases – and each of them has value. The idea is to find something that's convenient and meaningful to your buyers and then make sure they get enrolled. Remember, these people are the best friend your business can have, so make sure to treat them appropriately.

As you probably noticed, the most important point about keeping existing customers is simply putting their needs and concerns first. That's a simple idea, but one that's likely to pay dividends again and again.

Looking for creative ways to improve your bottom line with stronger marketing? Contact WebRevelation today and ask for a free consultation.

 

Posted in : Business Strategy , Tips and Tricks | 
Tags : customer , loyalty


Using Social Proof to Convert More Web Visitors Into Leads (or Even Buyers)

Posted Wed, June 11, 2014 by Julie Short

Social proof – a huge topic in the world of Internet marketing – is a technical-sounding term for a very simple concept: Most of us are more likely to do something if we know other people are doing it, too. That's especially true if the "other people" are ones we respect and admire.

In fact, if the perception of social proof is strong enough, we might even feel like we should be doing something that we aren't already. It's a kind of subtle peer pressure we tend to put on ourselves.

The effects of social proof are everywhere. It's the reason we're more likely to try an exotic new food or workout style if we've read about it in a magazine. It's how fads and trends pick up steam, and the reason that advertisers will pay celebrities huge amounts of money to use and endorse their products.

As you've probably guessed already, there are a few things you can do to take advantage of the power of social proof and put it to work on your business website. You don't even have to have celebrity endorsements, just a few selected numbers or statistics shared or posted in strategic places.

Here are a few good examples:

Displaying the statistics for downloads or registrations. No matter how strong your offer is, there's going to be a natural tendency for potential customers to put off taking the next step, even if it's a minor one, because it involves risk. The more they can see that hundreds or thousands of other people have already taken that step, the more comfortable they’re going to be doing it themselves.

Showing how many people have "liked" your content on social media. Most of us like to be associated with winning ideas and points of view. That's why it's easier to take a social post from 1,000 views to 10,000 views, for example, than it is to get the first 100 from nothing. If your content is popular, build on that and make it more popular.

Letting customers give feedback and reviews. This is a powerful form of social proof, so long as your reviews are positive and credible. People don't have to hear from big names or experts if they think they're getting fair and honest opinions from others who are just like them.

In practice, the uses for social proof on your website could be virtually endless. What makes it powerful, though, is the fact that you're showing that other people already know, like, and trust your company… which implies that your prospect should, too.

One word of caution, though: You only want to activate or share these figures after you've already generated some traction. Seeing that "zero people" have downloaded your report, for example, is essentially the opposite of social proof. So, don't put up anything that's going to hurt your marketing efforts.

Looking for innovative ways to get more from all of your online and offline marketing? Contact WebRevelation today and let us show you what we've been able to do for other businesses just like yours.

 

Posted in : SEO/SMO/SMM , Websites | 
Tags : social , proof , marketing


Why Aren't Your Landing Pages Converting Visitors Into Leads?

Posted Wed, June 4, 2014 by Julie Short

From a distance, the process of creating effective landing pages should be pretty simple: After you've attracted visitors from search engines, blogs, and social media profiles, you just put together some copy and images that show off the benefits of what you're offering and watch the conversions roll in.

However, any experienced marketer can tell you that crafting good landing pages isn't nearly that simple. That's because there are lots of small problems that can creep in and affect your results (and more than a couple big ones, too).

The list of issues and fixes for landing pages could be virtually endless, and the best way to fix them is usually with extensive testing and support from a creative team that understands online marketing. If you're looking for some quick guidance, however, here are a few common landing page problems you might have to deal with:

You don't have any visitors to your landing pages (or you aren’t getting the right visitors). You can't turn visitors into leads if you don't have any visitors to begin with. Organic search engine optimization is often your best option, but can take some time. Consider supplementing SEO with pay-per-click ads, blogging, and links to your social media profiles. Just remember that you need the right match between the visitors you get and the offers on your landing pages.

Visitors are spending very little time on your landing pages. This is an issue that could have a very simple fix, or a more complex one. Your first move should be to double-check your landing page’s compatibility across different browsers and devices, and to ensure that it loads quickly (maybe people are leaving because they can’t view your content). If that's not the problem, then it's time to tune up your message. Fast exits are a sign that your headlines and offers aren't compelling enough.

Prospects leave without registering. If lots of visitors see your landing pages and spend time on them, but don't actually register or take the next step, then your issue is probably more subtle. Perhaps your page is too long (searchers don't want to read it), doesn't have enough information for them to make a decision, or has a call to action that isn't clear. This also sometimes happens when your landing page doesn't "speak" to your target audience strongly enough, meaning that it doesn't elicit an emotional reaction.

The leads you get from your landing page aren't turning into sales. In this case, your problem isn't usually with the landing page at all, but your process for following up later. Maybe you're waiting too long to contact prospects, or the subsequent offers you're making just aren't strong enough. If you have lots of leads with no new revenue, concentrate on things that happen after your customer has registered instead of making changes to an already-effective landing page.

Need help tuning up your landing pages, or your Internet marketing plans as a whole? Get in touch with WebRevelation today and see why so many businesses throughout Oklahoma, Texas, and the entire Southwest turn to us for expert help.

Posted in : Websites , Tips and Tricks , SEO/SMO/SMM | 
Tags : landing , pages , problems


Perfect Harmony: How a Designated Conflict Management System Makes Your Business Better

Posted Wed, May 28, 2014 by Julie Short

No matter what kind of business you run, there's bound to be conflict. If you allow conflict to go unresolved, it has the potential to lead to unhappy employees, employee turnover, lackluster production and even expensive lawsuits. You may be surprised to know that studies indicate that up to 40 percent of a manager’s day is spent managing conflict. It’s easy to see then, how important it is to do it well.  Your ability to create a healthy environment for your employees and avoid the issues stated above, is what affirms your business as a good place to work.


You may recall an episode from NBC’s “The Office” in which two employees were engrossed in a dispute. Oscar didn’t like looking at his coworker Angela’s cat posters. To resolve the situation, World’s Best Boss, Michael Scott, ordered Oscar to wear a shirt featuring cats, which he wouldn’t be able to see, yet Angela would be able to look at and enjoy. Michael dubbed it a “win-win-win” solution, but of course nobody really won and nothing was really resolved.


While the above example comes from a sitcom, it gives a good picture of what not to do to resolve conflict in the workplace. Nothing was truly resolved, leading to unhappy employees, a drained workforce, and workers that had lost their last ounce of respect for their boss. Resolving conflict in a timely, amicable matter keeps issues from draining the energy of your workforce.


So just how do you manage conflict? That’s a loaded question, the answer to which is arguably easier said than done – but a good start is to implement a conflict management system into the human resources department of your company.


Creating a conflict management system that actually helps


What’s a conflict management system? It’s a customized solution designed to manage and support an organization when it incurs conflict, whether that conflict is internal (wrongful termination, sexual harassment, employee resistance, etc.) or external (disputes with suppliers). With a good system, conflict cases are streamlined in a manageable, web-based format so that each particular case can be easily accessed and processed by the human resources manager in order to analyze the details and more quickly come up with a resolution.


Here are some other features of a good management system:

  • Cases can be automatically routed to the appropriate parties following the start of a new case.
  • Customized workflow to determine next steps in the process.
  • Enhanced collaboration, as conflict cases are streamlined so that the appropriate people can act on them.
  • Secure: Cases are only available to the appropriate people, not to everyone.
  • Efficiency: Remember that 40 percent number from the beginning? A more efficient conflict management system will ideally reduce that time allotment and allow managers to focus on more important things – like running their business.

Ideally, the end goal of a successful conflict management system is to resolve issues efficiently and amicably, so that employees can continue to do their jobs and so that production doesn’t suffer.


Like we said at the beginning, conflict is unavoidable wherever you are and especially at work. As a business manager, make sure to implement a strategy that will address it in the best possible way.

 

Posted in : Business Strategy | 
Tags : conflict , management


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