Is a business website just a place online to post your contact information and an “About Us” page or should it be something more? What makes a great company website? And what are some green and red flags to consider when vetting a marketing company?
Back in November 2022, our own Jamie Adams (Chief Growth Officer) and Kirby Oscar (VP of Strategic Partnerships) joined Patrick Carr on The Patrick Carr Show. We pulled back the curtain and explored some often unanswered questions about marketing and marketing companies. Here are the show highlights:
What makes a great company website?
Too often, small businesses treat their company websites as a place online to park an “About Us” page as well as some contact information for driving leads. If it’s not treated as a lead driver, it’s generally seen as an obligation to simply post and forget about.
However, as Jamie points out, your business website is the only property on the internet where your business can truly take ownership of the entire customer experience.
This means you have a unique opportunity to showcase your brand and personality. Google business listings, Yelp profiles, and other online platforms force companies to live within their confines and structures. While they may provide useful information, customers don’t get to see what sets a business apart from its competitors.
A great website that is easy to use, informative, and professional leaves a lasting first impression on a potential customer, even if they don’t decide to purchase or hire right away. In contrast, modern consumers expecting a frictionless website experience might be turned off by a website that is glitchy or difficult to use. The last thing a business wants is to let an unusable website scare off what could have been a long-term customer.
Patrick talks about a simple test to determine the usability of a website—The Mama Test. Can your mom visit your company website and understand what you do in a matter of seconds? Will she be able to gather information and contact you without someone guiding her? If not, you probably need to revisit your website design, development, and navigation.
What are green and red flags when vetting marketing companies?
On the show, Patrick shares stories of business owners who spend tens, if not hundreds, of thousands of dollars with marketing companies, only to yield little to no return on their investments. Jamie and Kirby note some green and red flags to look for when businesses are thinking about working with a marketing company:
They promise dramatic overnight results. Great marketing that works in the long run doesn’t need years to work, but it will still take weeks or a couple of months to see sustainable results.
They spend a few minutes with you on the phone and then quickly suggest a “Gold” or “Platinum” package without getting to know you and your business.
They take the time to understand your ideal situation, goals, and local market. During your first conversation, they leave space for you to explain what you’re looking for before recommending a solution.
They educate you on what is happening in marketing so you’re not lost in marketing conversations and feel forced to go along with their plan. This includes giving you a better understanding of your local market so you know the level of competition you’re facing and how much you should be investing.
They provide tools to measure the success of your marketing efforts and investment. You get full access to your information and data without having to wait for an end-of-month report.
To watch or listen to the whole show, visit The Patrick Carr Show.