I offered to build my mom a website so that she can market her hair salon online. She asked me if it would really do her any good and would anyone search for a hair stylist on the web.

After I took a moment to collect myself, and recover from a moment of stunned disbelief that anyone would still question the validity of the most valuable marketing tool currently known to man, here is what I explained ...

This is how I spent a portion of my day (If you think of your day, you may actually have a similar story. It is a common tale). After deciding I needed a computer part and figuring it'd be cheaper and quicker to buy the part locally, I typed in "cookeville computer parts" in my Google search box at the top right area of my browser.

Guess what? There were no real options. Now the conclusions I draw from this are: 1). There are no computer parts places in Cookeville, TN or 2). If they exist they are stupid and don't have a findable website. (I'm sorry, that's mean, they probably aren't stupid, but when I'm frustrated, I get mean, and  I wasn't just frustrated for my sake. I was frustrated for THEIR sake - if they existed - because I wanted to give them my money, but I couldn't find them. Ok, enough ranting).

So my next effort was to type in Nashville computer parts. Guess what? I didn't find a decent computer parts place online in Nashville. I didn't look beyond the first page of Google. I didn't search any other place. (Side note: I did find some computer repair places, but their websites sucked. Pay attentions here: If your website sucks, people think your business does too. I know that is crass, but I am trying to DRIVE this home. :-)) Um, by the way, Cookeville or Nashville computer parts stores, CALL ME!

Let me nail some important information for you business owners here:

I had money in hand ready to spend. I was willing to drive an hour and a half to get it to someone. I threw away my phone book because I can find anyone worth finding on the INTERNET. TigerDirect.com will get my business, and I will pay extra for shipping because the experience is easy and reliable ONLINE.

There is NO reason not to be online if you are in business. None. It's like running a business without a logo or a business card. But just putting up any old site is a waste of time and effort, and can actually be detrimental because your image in business is vital. Your website should reflect your brand and pull your target market. Finally, if you cannot be found, just picture thousands of scenarios just like the one I just painted above happening every day ... for your business ... to you. Customers who are desperate to spend their money for your product or service, but your not even a blip on their radar.

That's such a sad tale, isn't it?

Please listen, you don't have to have the latest and greatest web site graphics or features or whatever to make it. I consult with start-ups all the time, and my advice is to spend your money where it brings in the most results. If your budget is tight and you follow this formula you won't be beating yourself up later on.

1. Determine what you want users to do with your website - contact you, buy something, give you their information, come to your store, etc.
2. Target your ideal customer and brand your site for that person
3. Get a stable site that works and is optimized for the major search engines and at least 10-20 top competitive keywords/phrases
4. Keep your site simple and tell users what you want them to do while they are there
5. Frequently update your site with good content that your target audience really can use/is interested in and build rapport.

Those 5 steps right there are as good as any formula for success I have seen in my 15 years of online business. I could add "take care of your customers with good support", "follow up quickly and often" and stuff like that, but I'm trying to keep things simple.

And a good designer will help you with all five steps. If your budget is REALLY tight we can even find ways where you can plug in your own skills or efforts, and just use the help where you just cannot do it yourself. Cost does not have to be prohibitive with getting online. I have gotten really desperate part time business hobbyists online for less than $300 ... and I took payments! Consider that the value of that is like opening another outlet or hiring an employee that works 24/7/365, and that's a gooooood deal.

Honestly, I would put my advertising money in this avenue before I'd put it in any type print advertising if I was working with a very limited amount of money.

In fact, I do. :-) My money is completely where my mouth is. In 15 years of business I have never advertised using any other method except word of mouth and the internet. When I put any kind of effort into my marketing online I see an almost immediate spike in response. I've had to be careful in the past, in fact, because I was working full time freelancing for another web design company. I couldn't take on any other work, so I culled my marketing efforts with a few tweaks. When I was ready to get started back up, it was a matter of reintroducing my 5 steps above.

I will be helping my mom get her business pumped up, and I'll put the case study up on my web site at some point. The hardest part of all this is transitioning from freelancing to full time end-user web design. I actually had a project on which I had to get some quotes from other freelancers. That was a switch, but it's all good.

If you own or are thinking of starting a small business, head over to Drillerweb.com and read my blog. I've got some marketing tips thrown in there. I'm happy to consult with you if you need some help or info. If you get anything from this, remember there are people out there who are interested in YOUR product or service or information. Make it easy for them to find you!