Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

6 Things You Should Include on Your Website

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6 things your website needsI spoke earlier this week to a group of new business owners. It’s always fun to talk to people when they’re just getting started! The variety of questions and overwhelm is understandable. One thing I talked about was having a website. It doesn’t need to be a big crazy site, but it does need to have some basic information. There’s a lot of things to consider when you start your business, but having a basic online presence is part of this.

Here are 6 things I suggest you consider for your website:

  1. Contact Information – Yes this seems obvious, but I had a client years ago who talked about “hire us” “work with us” “contact us” but no email, contact form or phone number to contact them…
  2. Physical Address – If you’re a physical location, you should have your physical address so I can drive there and see you! You won’t find my address on my site because I work from home and I don’t want people showing up unannounced!
  3. Phone Number – A lot of people like to call rather than email. It drives me crazy, BUT it’s important. If you use your personal phone for work (like me) and need the general public to contact you by phone I suggest getting a Google Voice account setup.
  4. Email or contact form – Make it easy for me to contact you. Include your email address or have a contact form on your website.
  5. About Us – Your about page is the story that sells you. This is why you do what you do and why you’re so awesome. This may also be some history of  how you got to this point. Be a real person on this page. If you’re really that passionate about what you do, make sure we get that from your about page!
  6. Services – What would you say you do here? List out your services – it doesn’t have to be exhaustive but I need to get a good idea of what you do and how I can hire you or buy your product. Pricing is optional on this page. I don’t list my pricing on my site for a variety of reasons, but if it makes sense for you to list your pricing, go for it!

This list isn’t exhaustive at all, but as a small business owner just starting out, I think these are a few of the essentials. What other pieces are a must have on your website?

You’re Using Social Media Wrong

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Norm, Kenzie & Tucker!I’ve had a few too many conversations lately with clients and potential clients who have been spending a lot of time (and money and effort) on social media with no results.

I really wish I were surprised by this, but I’m not. Social media marketers really want Facebook to be the next big get rich quick scheme. And it’s not. That’s because it’s not a sales funnel. It’s a lead nurturing tool.

Everything I do on social media has the ability to bring people to my website to learn more about me. All of my profiles are fully filled out and tell people that I run Yellow Dog Consulting with my yellow dog Norm. Now, not every social media post is about marketing or my business, but if they like something I say, they may just head over to my site to learn more about this twisted mind of mine. I don’t expect someone to see a tweet, come to my site and hire me. It hasn’t happened yet.

BUT, when I’m out networking I use social media in my follow up. I connect with everyone I meet on LinkedIn. I follow everyone who has their Twitter handle on their card. And I may even check out their Instagram to see if they’re as obsessed with something as I am (#mydailynorm). I might drop it after a week or two if I don’t love it, but more often than not, I start to engage with them. No sales. No obnoxious message. I’m just a real live person having a conversation with them.

In a few months I may see them at another networking event and we decide to get coffee. And when the time is right, maybe the hire me.

Social media isn’t about getting the sale, it’s about growing and nurturing the relationship. Becoming human so when the time comes, they know who you are.

18 Months

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an 18 month old puppy
Norm, at 18 months. A lot has changed, but not his energy level!

Last week I ran into a colleague at a networking event. She started a business about a year and a half ago and we had met to talk about marketing around that time. I asked how business was going and she reminded me of something I said when we had met.

It takes 18 months to get into a groove.

I may have forgotten I told her this, but she sure didn’t and said it was absolutely true. 18 months is a great milestone in a small business. Within the first year you have a few clients and you’re still getting setup and going, working out all the kinks. At around 18 months (it’s not an exact science…) you’re in a groove. You know what you’re doing and your target market (if you’re networking in the right places) knows you’ve been around and in business for more than a hot minute.

If you’re a small business just starting out, don’t get defeated. And don’t get defeated if you’re at 18 months and don’t feel this is true. But if you’re running a small business full time (IE: no day job and doing this nights and weekends) then at around 18 months, you’ll probably start to see an uptick in business. Here’s a few things that can help:

  • Network – all the time and everywhere. Meet EVERYONE. Take those coffee meetings, go to that event that your friend recommends instead of staying home and watching TV. And obviously do ALL the follow up afterwards!
  • Don’t Get Distracted – Yes at some point you’ll need a marketing consultant and CPA and a business coach and a new website. But in your first few months your budget is tight and you need to figure out what your priorities are. Don’t get distracted by shiny ($2000 conferences anyone?) objects.
  • Talk to Others Doing It – The best thing I did when I started my business was talk to my friends who had their own companies. What do I need to do? Do I need to hire a lawyer to file a LLC or can I fill out the paperwork to be a sole proprietor right now? What do I need to know that I don’t know?  What tax and financial stuff should I be thinking about? What list building?
  • Take Amazing Care of Your Clients –  When you’re starting out you’ll make mistakes. But make sure that those first few clients, even if you’re working out the kinks, you’re talking to them right away if you do drop the ball. Don’t sweep anything under the rug, take great care of your clients. They’ll be your biggest referral sources if you do it right. And oh so loyal…

I know I’m missing other tips for starting a business – what advice have you received that’s been helpful to keep the momentum going as you’re launching? If you’re near the 18 month mark, where are you stuck and in need of help?

Starting your own business is the hardest and BEST decision I ever made, and it wouldn’t be possible without great support along the way!