What’s the difference between a home page and a landing page?

The term “landing page” appears frequently when folks talk about online advertising and sales. But how does it differ from your website’s home page?

Home Page

A home page is the front page of your website. It’s what visitors see when they type in your URL. It introduces visitors to your business, and provides a clear selection of navigation tools – such as the tab bar across the top – so that a visitor can find specific information they want about your products or services. Continue reading

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Alternatives to Translating Your Entire Website

I’m going to let you in on a big secret: Not every business needs to translate its entire website in order to reach customers that don’t speak their native language.

It’s true.

On a sheet of paper, make a list in one column for all of the pages on your website. Each of these pages is a way to reach out to customers, right? Do you have some landing pages online? Include those, too. Continue reading

Exorcise the Ghosts of Businesses Past

Everyone is talking about the KonMari method for cleaning your house, but how can you KonMari your business? Here’s a tip… get rid of social media accounts for businesses you no longer have or products/services you no longer offer!

Companies don’t always go out of business because they have failed. Sometimes, an owner wants to retire and there’s no one who wants to take over the business for them. Sometimes, an owner has simply found or been offered a better opportunity.

Unfortunately, former or potential customers don’t always get the memo that a business no longer exists. The internet has a long memory – especially if the company does not delete its social media presences.

Often, Facebook pages or Twitter accounts remain and stagnate. Former or potential customers are unsure if the business is gone, or if it is still around and just inactive on social media. Some businesses establish a social media page and then never update it at all, which adds to the “Are they out-of-business, or are they just not active here?” confusion. These ghosts of past businesses are frustrating for customers. Continue reading

The 5 Whys of Website Traffic

5_whys_website_traffic

“If you build it, he will come.” So goes the memorable line from the movie Field of Dreams. Often, this is also what people think when they build a website – “If I build it, customers will come!”

Whether you are a small business, a nonprofit, a consultant, or a creative writer, you might think that having a website will automatically make you visible to potential customers or readers. But is being visible enough to convert website visitors to actual sales?

If your website is the most important part of your online marketing efforts — and yet you find yourself wondering why you don’t get enough traffic or why you just can’t seem to get your website visitors to buy your products, books, or services — it helps to think your way through what you really want your website to do for your potential customers.

Here are five “Whys” you should ask yourself, to determine if your website is meeting the needs of your potential customer, and if it’s making the case for them to buy your product or use your service. Continue reading

My Website Has a Hero Space?

Take a look at the home page of your website, or at the home page of any website you visit regularly – perhaps this website, or your favorite restaurant, etc. What’s the first thing you see?

What you are looking at is frequently referred to as the website’s ‘hero space.’ The hero space is that large section that fills the top of the home page when someone lands on your website. Often, the hero space consists of the single, prominent ‘hero image’ – a graphic that has only a few seconds to influence your visitor into checking out more about you, responding to a call-to-action, or hitting the ‘back’ button to look at a different site.

What is your website doing with its hero space? Are you making the most of it to immediately engage your visitor?

Let’s take a quick look at 6 things to consider when deciding the best way to use your hero space. Continue reading

What’s It Like to Be Translated? — The Business POV

For many businesses, there comes a point when they face a big decision: “Should I expand my services to reach other countries or not?”Translation1

While many German business owners and independent consultants are fluent English-speakers, they often use the services of German-to-English translators for written communications, proposals, websites, and marketing materials.

Because I have never had any of my writings translated into another language, I wanted to find out what it was like, from the perspective of a business owner who has been translated. So, I asked a few of my translation clients about their experiences: Continue reading