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Why WordPress is making website development harder

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WordPressAs a web designer, I field phone calls from business people needing web work. So I’m in a position to detect emerging trends in what people’s perceptions of they’re looking for.

These days I often hear, “I need a WordPress website.” Not just a website. A WordPress website.

Why? People think this catch-phrase is the best way to create a website with a blog as a major attraction because WordPress is a popular solution with the largest number of users. As of November 2014, W3Techs reports that 23.2 percent of all websites are WordPress-driven.

But is WordPress really the best choice?

Because the Worldwide Web is so diverse, one platform simply can’t work for every business needing a serious web presence.

Some of its drawbacks are:

  • WordPress sites are terribly vulnerable to hacking and virus attacks.
  • WordPress sites are hard to optimize. Because pages are created one at a time, they must be optimized the same way. If the popularity of a keyword phrase changes over time (as it inevitably will), then re-optimizing a very large website will be painstakingly slow and tedious.
  • WordPress sites need frequent and careful maintenance. If there’s an update for the site template, implementing it may “break” the code for add-on modules required for specific functions. There are literally tens of thousands of modules, and any issue resulting from an update is unpredictable. Likewise, if a module itself is updated, there’s no telling whether it will “break” the site or affect another module as well.
  • WordPress programming versions can impact performance. Site templates are built using php, a programming language that—if updated—can also “break” a site in unexpected ways.
  • Site templates are built by programmers with varying levels of skill. And because WordPress is open source, its community of developers works without any organizational oversight. So, there’s no telling about the quality of the programming or what possible “bugs” may occur if modules created by different programmers are added to the same site.

So what kinds of sites should not use WordPress?

  • E-commerce sites. Although a popular plug-in like Woocommerce comes free at first, adding many extensions can become inconvenient and expensive. And upgrading the plug-in itself can make changes to the front end and “break” things. Also, plug-ins are available by subscription and need to be renewed annually in order to benefit from bug fixes and upgrades.
  • Large sites requiring frequent re-optimization. Because WordPress was originally intended for blog construction, its evolution into a content management system has changed how it should be configured to maximize search engine optimization. Part of the problem lies in the tagging and categorization system, and part lies in the inability to update optimization easily across a large site containing lots of pages.
  • Sites that are low-budget and need little or no technical maintenance. Because WordPress can add extra costs for technical support and maintenance, using a different, less costly solution is much better for a budget-conscious business. Simply put, using WordPress is overkill.

Because WordPress is so well known as a blogging platform, it can be difficult to persuade a prospect to use something different. But the benefits of a simpler, less costly solution are worth examination.

Small business websites: there’s a simpler solution

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Jimmy Crimmins website - rockinsales.comMany small businesses struggle with the challenge of building a website that’s both effective and affordable. Possible solutions often involve expensive, evolving technologies that are out of reach. So, finding the right answer at a realistic price can be frustrating.

Recently I got a referral for website development for an author. His new book was about to go online at major retail sites (Amazon, Barnes & Noble, Apple iBookstore) and he needed a credible web presence.

Normally I recommend a solution like WordPress because he wanted a blog and an easy-to-use content management system (CMS). But he was not comfortable with just any web technology and for what he needed, WordPress was overkill. Like many other small business owners I had met over the years, I understood that he needed something really easy to use as well as some help in setting it up.

While putting together an estimate, I found a great solution for both of us.

Case history: rockinsales.com

I chose the online site developer Weebly (weebly.com) to build a five-page site for Jimmy Crimmins, author of Rockin’ Selling Secrets. Why five pages? Because Weebly offers free content management for websites five pages or smaller. Many small business websites are five pages or fewer, so the potential is high for using Weebly among my smaller clients.

Once Jimmy and I agreed on the site structure and cost for my services, I plunged into development as a Weebly newbie. I was pleasantly surprised by how fast and simple it was to follow through on constructing Jimmy’s site.

1. The templates are gorgeous. Often I’m disappointed by “canned” templates on site builders because the programmers overlook the importance of web design. But the template I chose not only fit Jimmy’s image—there were also several striking color schemes to choose from within that template at just one click of a mouse.

2. Drag-and-drop construction. In Weebly, there’s a toolbox available for adding text boxes, images, audio and video (YouTube) links, a contact form—even embedding custom code for a PayPal link, widgets, or any other kind of custom feature. On Jimmy’s site, we embedded two YouTube audio clips of his blues band as well as custom code for buying his book on PayPal. For a nominal fee, additional functions like a shopping cart can be added.

3. Mobile responsiveness. Every template includes “mobile optimization” for a wide variety of devices, including tablets and smartphones. A preview for either desktop or mobile devices is available on Weebly at the click of a mouse.

4. Site building in real time. If content and images are prepared in advance, then it might take only 30 minutes to build a small site. In Jimmy’s case, we went through several content revisions and proofing in draft mode before going public. He also wrote several blog articles in advance and got training from me on how add blog posts and edit the “static” pages on his site.

5. Search engine optimization (SEO). “Organic” optimization for a website is not difficult in Weebly. There are settings for both a general site description as well as individual page keyword phrases. The goal is to drive click-throughs on results pages in search engines. Tip: The trick for attracting the “right” target audience(s) is getting accurate keyword phrase research and writing a compelling description using that research. Knowing your customer and their needs is the place to begin.

6. Fast and easy troubleshooting. Here’s where Weebly really shines. In the past, if the mobile version doesn’t display a website properly, the developer has to review the site’s stylesheet (css) and change the code to fix the issue. With rockinsales.com, the iPhone version displayed brown text on a dark background, making a mobile screen impossible to read. But instead of spending a couple of hours troubleshooting stylesheets, there was a 30-second solution: Just select a different mobile theme with a white background and dark text. Voila! The mobile version worked while the desktop version stayed the same!

7. Easy upgrades. Many small business sites start small, then evolve as marketing goals change. In the past, a developer was sometimes needed to program extra custom code at a premium cost. No longer. Business growth is now possible on a smaller budget within a shorter time frame.

The task of acquiring a website is much easier than it used to be. Because of site builders like Weebly, small businesses can move forward with site creation and professional developers like me can help get them there faster with a more affordable solution.

 

Find the best website builder for your business

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Sooner or later, any small business or entrepreneur faces the challenge of building a website. Some will procrastinate and become “late adopters,” but pressure from the competition will become pretty intense and catching up all the more difficult.

As a web designer with almost 20 years of experience working with business people, I understand the thought process business people must go through even before they decide to call someone like me. They ask themselves:

  • Should I try to build the site myself or work with a professional?
  • What development software is best for my needs?
  • What are my budget constraints?

Do it yourself or work with a professional

At first glance, the do-it-yourself solution seems the best choice. The only real investment is your time, right?

Not really. As a busy professional, you already wear several hats and don’t need to take on another task. And without a basic knowledge of how to select and implement the right development solution, you risk making a bad choice and going down the wrong path. Worse yet, the process can be overwhelming and prevent you from giving your business the powerful online presence it deserves.

So how does a small business level the playing field and compete with competitors that might have more human and technical resources?

Begin by writing down a list of simple, basic requirements for your site.

  • A logo and web design that is memorable. Branding your business effectively is key and the logo is a critical part of how your business is perceived.
  • A content management system (CMS) that’s easy to use.
  • A navigation system that at the very least has pages that describe your mission/history, products and/or services, and a contact form for feedback.
  • Features/functions like a blog, shopping cart, forum, etc. to achieve specific marketing goals.
  • Social media strategies to drive followers to the website. Think of the new site as a “sales funnel” to capture leads and sales, a store with a shopping cart, or an online disseminator of information.

At this point, it’s a good idea to talk to a web professional about your goals and options. Don’t be convinced that the best solution necessarily has a large price tag.

What development software is the best choice?

Armed with your list of requirements, you’re ready for the next step: choosing how the site should be built; i.e., the development solution that works best for your needs.

The options can be broken into three categories:

  1. Website Builders – Online programs for creating websites without any knowledge of coding. Although not as well-known as the other options, using an online site builder like Weebly.com, Wix.com or Web.com offers a fast, easy, and cost-effective way to publish a simple website with five or fewer pages. All of these choices offer an upgrade to premium features such as more pages, templates, a shopping cart, and more.
  2. WordPress – open-source blogging tool and CMS. For those more technically minded, configuring a WordPress template is a viable choice. There are more than 10,000 themes available—some free, some at nominal cost.
  3. Professional Developer – A professional website developer with technical skills. Working with a developer may be necessary if there’s code tweaking required. The other two options are somewhat “generic” because each offers pre-defined templates (or themes) to simplify site design. But if you need to add a lot of custom code, then working with a programmer is necessary. It all depends upon what’s needed as well as how much you trust that person.

For “beginner” small business websites with simple needs, the obvious choice is to explore a Website Builder.

What are my budget options?

Before Website Builder software, the cost of building a website from scratch was a serious obstacle for small business and entrepreneurs. Fortunately, that situation has changed for the better.

Following is a rough idea of how costs break out in November 2014 for the three options described above:

  • Website Builders – Weebly.com and Wix.com have a free option for all websites. Weebly.com offers up to five pages free with an anytime money-back guarantee; adding pages costs only about $3 a month. Additional plug-ins—including a shopping cart—are available. Costs range between $48-$360 a year. (If you need help getting started, be assured that working with a Website Builder consultant will cost a fraction of the value of the other options.)
  • WordPress –A WordPress site averages at least $100 per year, plus any additional special programming needed at a cost of $75/$125 per hour. In addition, because WordPress site code frequently “breaks” when updating the software and plug-ins, a maintenance contract with a php programmer is probably a good idea.
  • Professional Developer – Programming/Design costs range between $2,000-$30,000. Corporate sites easily spend towards the high end and frequently attempt to attract that special talent to write custom code and handle maintenance/technical support.

Next step

If you’re still uncertain about how to proceed, review your list of requirements. Then contact a reputable web designer with experience in working with small businesses. Discuss your needs. Tip: Don’t even consider handing the job over to your teenaged son or uncle who says he’s a “web expert.” You can get a professional-looking website at an affordable price without having to entrust your online business presence to an amateur.

If you decide to consult a professional to help implement a Website Builder solution, remember that the simpler the solution, the lower your cost. You may not have the knowledge or time to do everything yourself, but be assured that the extra (minimal) cost for asking for a little outside help will outweigh your level of frustration and lost time.

It pays to be informed about your site development options. That way, you don’t pay for a more expensive development package you didn’t need in the first place.

Blogging converts into referrals for your business

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By Edna Wilson, Wilson Marketing & PR

Although blogging may have slipped into the background behind the press about SEO, Facebook and Google rankings, it still plays a huge part in the strategy used to market your business online.

Content marketing, the “new” term for writing for the web, includes white pages, blogging, facebook, website copy, case studies, video; almost anything that adds value  and increases sales for your business.

Blogging for your business on a consistent basis provides a place for consumers and potential customers to connect with your business in a more personal manner. The internet can be quite impersonal, yet a blog can relay who you are, what your company does, as well as keep customers informed about new developments in your industry and company.

Business blogs that provide accurate, reliable information usually develop trust with their audience over time and become readers who contact your business when they need your products or services.

Blogging does convert readers into referrals. Businesses have been developing relationships with customers for centuries, through one process or another. Compelling, quality content has always been important. It doesn’t matter if it’s for a magazine, newspaper or website, for traditional or internet marketing.

If it sounds too good to be true, in this case, it’s not.

5 tips for creating high-quality content

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What you need to know to keep your audience engaged

1. Understand your audience. Successful marketers connect with their customers. They know the kind of content that instantly engages their desired audience. They also make sure that content is edited for grammar and spell checked. Poor delivery costs credibility.
2. Be concise. Break up articles into short, easy-to-read paragraphs. Show lists using bullet points. People are used to skimming content, and long blocks of text cause loss of interest. Break up text by interspersing relevant images every few paragraphs.
3. Use mixed media. High-quality articles aren’t your only option; keep your audience engaged by using videos, slideshows, and photos to add variety to your messages.
4. Keep it coming. An interested reader naturally wants more. Plan ahead and offer the opportunity to read a whitepaper, sign up for more, give feedback or share what they’ve learned.
5. Provide value—not a sales pitch. Much of the value you can offer is centered around educating by delivering high-value content. Your top priority is your reader—not SEO that doesn’t offer immediate value for a reader. Before you begin to write, ask yourself what’s in it for your audience and how you can engage them and capture their loyalty.

Need more ideas about how to make your content compelling? Call (414) 771-8906 for a one-on-one consultation or fill out the form on the right and send it in with your message.

Update your marketing strategy

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By Edna Wilson, Wilson Marketing & PR

Most businesses need a mixture of traditional and internet marketing. If your marketing mix isn’t balanced, you’re missing out on sales and new business.

Although some businesses view marketing as too expensive, there are low cost strategies that can keep your business in front of prospective customers and decision makers.

Amy McNally, principal at McNally Architects, has chosen an internet marketing approach to reach decision makers looking for an architect for their next industrial or municipal project. Her website will be search engine optimized (SEO) and adaptable for mobile apps as well as laptops and PCs.  The social media mix includes Houzz, Pinterest, LinkedIn, and a Facebook business page which will provide with a link to her website. Press Releases about new architectural projects will be placed on her blog as well as broadcast via social media channels and dedicated e-blasts.  Quarterly newsletters can be mailed or sent as an e-blast.

McNally’s traditional promotional strategies include professional membership with the American Institute of Architects–Wisconsin, as well as professional development seminars and volunteering. An announcement about her new website will be sent out to her professional network as well as friends and family.

All components of McNally’s strategy will be monitored and adjusted as needed on a quarterly basis.  As her business grows, additional marketing services can be added.

One way to keep marketing costs reasonable is to find a talented marketing consultant who understands your industry and give them a couple projects to work on. If it seems like a good fit, offer to retain their services on a monthly basis. A monthly package of services is more affordable, allows the consultant to better organize their work flow and gives them a budget to work with.

Make your website mobile responsive

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Your website success depends more and more on mobile devicesHow many times have you tried to access a site from your smartphone and found that it’s difficult to navigate, loads slow, and is simply not as great an experience as viewing the same site on your desktop? This can be especially irritating when you’re trying to read something on the site and you find that you either need microscopic lenses on your eyes or have to zoom in and then scroll back and forth from left to right in order to make it through the ordeal.

If you’re a business owner, think about your visitors’ experiences. Will they enjoy interacting with your site on a smartphone? Will all of your navigational elements (like drop-down menus) work properly? Are there other features that break or are difficult to interact with on a smaller screen?

Why should I care?

Official statistics say that mobile usage accounts for anywhere from 13% to 25% of all internet traffic. Now add to that the fact that mobile usage has generally doubled every year since 2008. Make no mistake: The future of your website is directly tied to its overall mobile responsiveness.

You only get one chance to make a first impression on a customer. In many cases, you get less than 10 seconds to reach out and grab your visitors’ attention. If they don’t immediately like what they see, they’ll often leave your site, find one of your competitors, and forget about you entirely. To make matters worse, you risk alienating existing customers when you have a site that’s not mobile-optimized.

So what do I do about it?

In order to solve this problem, it’s important to give mobile visitors an alternative to viewing the same version of your site as they would see on their desktop. This site will have a more concise message and will make it easier for users to get to what they most want to see. Your website also must be capable of detecting either the screen size or what type of device visitors are using and present them with the correct version.

As you’re having a mobile version of your site built, there are a number of important principles to keep in mind:

1. Eliminate content. No one likes to read tomes of information on any website, let alone on their phone. Make your content as concise as possible. The same principle applies when you’re collecting information. Collect as little as possible—like a name and an e-mail address—rather than making someone fill out an entire 7-page application using their phone’s mini-keyboard.

2. Size your site properly so that people can view your content easily without having to zoom in or scroll back and forth.

3. Make sure that all the elements of your site interact well with tap functionality as opposed to clicks. Make your buttons and navigation elements big and easy to press. Check to make sure your drop-down menus and other interactive elements work properly.

4. Take advantage of mobile-only features like GPS-assisted localization, click-to-talk phone numbers, etc.

Want to learn more about adding a mobile presence to your website? Contact us for your free one-hour phone consult and we’ll be happy to take your site to the next level.

When hiring a web developer to build your site, don’t work with someone who can’t help you build a mobile presence alongside your site’s regular format. If you’d like to take this conversation to the next level, contact us to discuss how to optimize your website for mobile users.

Make your product or service fun on Facebook

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Make your Facebook posts fun to increase activityBy Brian Bateman, SEO LLC
When you want to market to your exact demographic on Facebook it is very important to know that you should not be selling. It is the job of your Facebook page to connect with your business’ fans on a personal level.

If you share “fun” content, your fans are much more likely to interact with your posts. If your posts also happen to have a link back to a relevant content page on your website, you will also reap the huge SEO benefits.

When your fans interact with your posts, they are adding their activity to their own timeline, so all of that fan’s friends also see your post. When done right, you should see friends of friends commenting on your posts. When you see people tagging their friends names in posts, you’ve hit social media gold, because they are inviting their friends to like the post that they liked.

One of my customers sells small engine parts online across the US. How do you make that fun?

I ask fans to submit their own video clips and images, and then create fun videos and photo albums of their content (giving them credit).

So, the fans give us free content and I simply edit the clips into something worthy of being shared. Then they see their video or photo album and all of their friends like it (and get the chance to see the fun side of your company’s personality).

Give this a try and keep an eye on your Facebook insights. You’ll see the statistics show an exponential increase in reach, to organic and viral traffic.

You can get double social media duty from your video posts if you first post your video to YouTube, and then share the finished YouTube URL to your video. This gives your video extra exposure on G+ and YouTube, and both of those also have tremendous SEO benefits.

The SEO benefits to your website’s are gained when your fans are liking the posts that have a link back to your website. The first benefit is that as the likes add up, your pages will gain in organic rankings on Google and Bing. The next and possibly more important is that Google personalizes search engine results to these people and their network of friends.

Let me make that clear, if someone likes your post about lawn mower racing and it has a link to your webpage selling small engine parts, that person’s friends will all see personalized Google results that include your webpage when they search for keywords matching your website.

Want to learn more about how to get more from your Facebook marketing efforts? Contact us to receive your free one-hour phone consultation.