How a website for a product or service should be

How a website for a product or service should be

Sometimes, a brand may need to create a website for a product or service only.

It may not be the most common, but there may be valid reasons.

Why sometimes is necessary a website for a product or service

This may be the only product or service of the brand, or the most important one.

Some brands, such as Kellogg’s, have a clear digital strategy, so they design a website for each country where they have a presence and another one for each of their main products in that country.

Another reason may be the representation of a product for a country or region. A company different from the one that produces the product is the one that sells it in a certain country.

It is also possible that, for a time, a specific product or service is the most important part of the company. During that time it would be convenient to have a particular website for that product or service.

In fact, a brand or company may have a product or service that they want to promote independently, for the people do not even know who the manufacturer is or who provides the service.

An example of this is the Mustang. Few people know that it is manufactured by Ford.

The brand, Ford, does not even put its logos anywhere on the vehicle. The reason is that it goes out of the standard of the cars manufactured by Ford.

The same case occurs with the Toyota Lexus line. In both cases, due to the nature of the product, it is better to be independent of the manufacturer brands.

Now suppose you factor a product or provide a service that you consider different from the rest of what you do, or that you prefer to have a “life of your own.”

In that case, it’s time to create a website for a particular product or service.

The design of the website for a product or service

Since this website is only for that product or service, the design should be the same as the product.

For example, if it is a physical product, that has a package, then it already has a design.

This design is composed of a particular color or colors, a typeface and some other elements, such as spaces, lines, etc.

For example, if the box of the product, and the product itself is yellow and blue, the ideal would be that the website of that product is also yellow and blue.

As far as possible, the graphic design of the product should be reflected in the interface or visual part (look and feel) of the website.

Now, suppose the service is legal or accounting advice. Even if you do not have a graphic design as a physical product, you will surely have a certain style on the letterheads, business cards, etc.

Then, it would be best to reflect that graphic design in the website visualization. So users can feel is the same brand.

Anyway, the design of the website of a product or service is very important. It helps give the product or service the character it needs.

Of course, when we talk about the design of the website, it includes several other aspects, such as the logo, images, elements of the interface, etc.

What users will do with the product or service

Another aspect to plan carefully is that what we want customers can do when they find the website of our product or service.

If it is a physical product, the most logical thing is that it can be sold. Or if it is addressed to a particular audience, perhaps request a quote.

If it is not possible for the product to be sold or delivered, for any valid reason, the users must be able to indicate their desire to obtain it and interact with the people who manage the website.

This could be done through a contact form.

In the case of digital products, it should be possible to download or access them immediately, after the purchase or registration.

The applications often have web pages where they explain or give support. In these, the main action to be encouraged is to download the application in the stores where it is available.

If it is a digital service, say for example, an online course or an advisory, it should be possible to start immediately or allow a date to be set for execution.

The style and language

Generally the websites for products or services are usually of the “one page” type.

This means that it is a unique page and that the user, instead of going from one link to another, can see all the information by scrolling.

In those cases you do not need a menu at the top, but it is ideal to give indications of what is more information below.

The images and videos can explain better than words some things, so it is convenient to have enough, all that contribute to the content.

The text that is placed on the page should be enough to answer all the concerns that a potential client may have.

It is likely that many users have never had the product in their hands or have not experienced the service.

Sections that a web page must have for a product or service

Not necessarily all the sections that I mention below are equally relevant in each case, but it is necessary to outline them all.

Frequently asked questions

A section of frequently asked questions and answers is a must be on a website for a product or service.

No question is too obvious to be placed there. The information needs vary from user to user.

If possible, try to answer completely the questions that are posed, instead of giving simplistic answers and encouraging users to contact.

Many users do not want to contact, because they feel it is a degree of commitment, but everyone wants complete information.

Consider this section as subject to change at all times.

Support

Almost no one is willing to buy something if they are not sure that you have a guarantee or that you can get help if they need it.

If you give a money back guarantee in case of not being satisfied with the product or service, it makes clear what are the rules that you establish. And when someone asks for the guarantee, give it out.

Some people offer a guarantee of 30 days or less, without asking questions. If that will be your case, let him know clearly.

On the other hand, your product or service may have several levels, and that the support depends on the level or type that is acquired.

If so, it is convenient to make a comparative table of the different types or levels of the product or service that you offer, and the support you will give.

I have noticed that some products are excellent, but the support is not so much, and that is why does not have the preference of the customers.

But also sometimes, a product that is not so special, has a magnificent support, which is reflected in the opinions of customers.

Testimonials

As much as you speak wonders of what you product or service, customers will only believe a part. But to the other customers who rate your product or service they will believe everything.

That is why including the opinions of customers is almost mandatory to help improve credibility and confidence.

In User Experience we say that trust comes first and then business comes.

So it’s proven that users will need to see you as reliable to decide to buy you.

The first opinions should ask you directly to those who have been your customers. As a general rule, letting them say their experience, in their own words, without interfering, results in more natural ratings.

Over time you will receive more opinions, from clients that you may not know personally. Some may not be as favorable, but those can also help you, to seem credible.

Not even Superman is loved by absolutely everyone.

Mailing list

The mailing lists, to send newsletters, are an essential resource for websites that are for a product or service.

They are important because many of the users will not buy the product or service, but if they have something of interest, they could do something with less commitment, such as accepting information from the brand.

This is ideal, since a customer may not be monetized at some time, but may be he/she buys or pays for something in the future.

For this, it is necessary to place a subscription form.

It is good to say in a friendly way how often the updates would be sent. For example, “once a month we will send you a short email”.

In fact, it would be great to include clients or potential customers that you can get on this list by any means.

Contact form

If your website, whatever its type, does not have a contact form, it is incomplete.

This contact section should be obvious and allow, in addition to sending an email, some information, such as the company’s email.

Some users prefer to know the email and communicate later.

This contact form should make it clear to the user that the process has been successful or not.

Options for more information

Even if you make a maximum effort to inform as much as possible about the product or service, there will always be – and that is positive – someone who wants to know more.

There must be several means available so that those who need more information can communicate with you.

Although the contact form is an option, providing the phone and the address of a physical place where someone could visit you is an excellent way to gain the trust of users.

In addition, a live chat can be a good way to satisfy the curiosity of potential customers.

In particular, I recommend my clients use all these means; instead of just some

What to do when the website for your product or service is ready

If you’re ready, well congratulations! Now the time has come to make it known.

Whatever tool you use to make your brand, product or service known, make sure you can measure the results.

Sure you know that what is not measured, can not be improved.

Since making a whole website for a product is usually a considerable investment of time, effort and money, do your best because it results in good.

Hlusick can help you to create the website for your product or service

Everything that is contained in this article comes from the research that has been done as to what works and what does not, plus the experience gained in projects of this type.

We will love using our skills to make your web project. Contact us immediately to get down to work.

How a personal website should be

How a personal website should be

Many professionals or famous people need a personal website, but they are not sure as to how it should be.

There really is not a single model to adjust to when it comes to personal websites. There are many differences, which depend on personality and purpose.

I will include several different cases in order to cover the greatest number of possibilities, but even so, you may see particularities necessary for your own case.

Basic Factors for Personal Websites

There are some factors that are imperative in every personal website, regardless of who it specifically is.

These factors must be taken into account from the beginning of the project, so that you do not have to make big changes after the website has been launched.

The language

The first thing to take into account is the language. This should be according to your audience.

In some cases your audience will be your fans. In others, your customers. That is given by your occupation.

In the first case, your language can be cool and casual. But if it is the latter, it should be more respectful and formal.

A key point within the language is that everything you post to your personal website should be stated in first person.

That website is about you, and you should make your users feel that you are talking to them directly.

Take, for example, this same article. I could have written “websites for people should be done in this way”.

But, instead, I wrote “your website should have such conditions”. With that, instead of making it impersonal, I speak to you directly, and you feel it familiar.

Design

Another basic aspect is the personal website design. Colors, font or font, spaces, images, etc. that you choose should be according to not only what you are, but also what you want to reflect.

For example, you may be a lawyer, but you want to reflect that you are not so conventional and want to serve young, open-minded clients.

A pretty modern design, vivid colors and a sans-serif font could be just what you need.

Even so, it is appropriate to be balanced in terms of this, to avoid that it might seem the personal website of a teenage artist.

The page about you

One of the most viewed pages on personal websites is where you present your biography, the page about you.

Of course, people are there because they want to know more about you, so this page is what they would look for.
Well, that page should be great.

It must talk about you, but not only presenting facts (as where you were born) but elements that enhance your value as a person.

That will basically depend on your occupation. For example, an artist could write here the influences he/she has had. But a doctor would talk about his/her studies, awards, prizes, publications, etc.

The important thing is that on this page you comment your achievements without showing off and you can even talk about your failures, to teach.

You can even make a small video to introduce yourself, thank your visitors for being on your site and recommend some content and action. You can be sure that your visitors will love it.

The idea is that when users view or read the page about yourself, don’t get overwhelmed or bored with you, but determined to hire you, read your articles, or whatever you can do for them.

Finding that balance point is vital to keep the audience and make them grow.

There are not 2 identical bio pages, as there are no 2 people alike. But here I show you some examples, including my own, to illustrate my point.

Let’s define the personal website according to your occupation

The first thing to define would be what your occupation is or why you are known. That would help determine what your personal website needs.

It’s cristal clear that your personal website should fit in what you do, and what public are you targeting to.

Journalists

Journalists are professionals who most need a personal website.

Due to the nature of their profession, they should always be communicating.

No matter what your main range of action (television, radio, print) you can always place your content on your own website, to make it permanent.

A prominent section of journalist websites is the blog.

But it is not the same to write a script for television, or an article to be printed, as an article to be published on the internet.

In this regard, I have published an article to help those who need to write for the internet: “How to write for Internet using WordPress”

To gain authority on your website it is ideal that the journalist is defined by a specific theme.

For example, it may be economic, political, social, etc.

If you share news and opinion articles about any topic, it does not mean that Google will not take it into account, as it will, for recent news.

But if you specialize in a class of content, you could always be in the first places in search results about those topics.

Aristegui, a famous mexican journalist has her own personal website
Aristegui, a famous mexican journalist has her own personal website

Another important issue is that the readability of the personal website is good.

This can be achieved with enough size for the letters and good contrast between the letters and the background.

In addition, it is advisable to encourage public participation. This can be achieved by activating comments or allowing users to rate the article.

A good idea is that if there are several sections, there is something that visually identifies them to each one. It can be a different color, an icon, etc.

Medical Doctors

There are a bunch of reasons why a doctor might have a personal website.

One reason is that I want to get more patients. That is always the goal of any doctor, especially in their early years.

Another reason could be to improve his/her personal branding. May have the desire to lead some organization or become known.

A third reason may be to treat patients who are out of physical reach, that is, they can not go to the clinic because they are geographically far away.

Although doctors of any specialty could own a personal website, this need is more common among plastic surgeons.

In many cases the surgeries they perform are elective and their patients like to see before/after pictures from previous patients.

If this is the case, although a blog might be good, the most important thing should be the content about the surgeries he/she performs.

These texts, videos, audios, images, etc. should answer the questions patients ask about operations.

Since the doctor receives patients in his or her office, they should already have an idea about what patients are asking.

But in addition, you can review the search trends in Google to get a better idea.

Whatever the doctor’s specialty, what patients are looking for is someone they can trust and with whom they feel comfortable.

If you can reflect that in the texts and videos you make for your personal website as a doctor, you will surely be successful.

Politicians

Politicians do not have the same digital presence needs all the time, just as doctors would, for example.

Perhaps an election is approaching, then this politician needs to make known his/her plans in case of obtaining the position for which his candidacy is launched.

At that particular time you may also be interested in that volunteers can sign up directly from the personal website to support the candidacy.

Depending on the laws of the country, you may want to accept donations from visitors. In this case, small, fixed amounts that can be debited from a credit card may be the best option.

Of course, it would be ideal also to publish the events in which he will participate to invite the followers to accompany him.

Once the events have been made, the photos should be published and a brief summary of the experience. Those who read this may be encouraged to attend the next.

But when this politician has already taken office, his website may have certain changes.

In the first place it would be great to publish a text, perhaps the acceptance speech, where he/she thanks his voters for trust and comments about what is coming.

It is still important to post the events you will be attending and the experiences with the people you serve.

In addition, it would be great that it will have a good system to receive complaints or suggestions from the community it serves.

The Twitter feed (the social network preferred by politicians) and other social networks may have a place on the website.

But perhaps the most important contents would be those related to the achievements of the administration.

These contents could be in video, audio, etc. but they would also have to be available in text.

An article could be made monthly or every time there is an important achievement on the part of the political leader.

In turn, articles of the politician’s opinion on matters of transcendence may be useful in demonstrating his/her position.

In the images that are placed in that website it is expected that the politician never is seen alone. He/she will usually be surrounded by people in meetings or crowds with. But he or she must always be the center of the image.

Artists

There are a good number of professionals that we can name artists. In this list we can include actors, singers, painters, sculptors, writers, comedians, etc.

To make it easier, let’s say that artists are the ones who produce a work or offer shows, to entertain or provide culture to their audience.

As a rule, artists, whatever their area are, have a fan base. Their art is often linked to their name.

So, websites for artists must be designed in a way that go along with the personality and work of the artist.

The colors, language, and even the usability of an artist’s website should be designed according to the personality of the artist.

So, each case is different.

Artists produce works or shows. In some cases, they produce the 2 things.

For example, a singer records a disc. That is his work. But then he goes on a concert tour. That’s the show.

In addition, it may produce other products, which will be wanted by fans. This material can be t-shirts, key chains, phone cases, etc.

Although the singer may not be allowed to sell the music, he/she may redirect to the site or application where the user could do so.

But, for example, a plastic artist, let’s say a sculptor, might well put his/her pieces up for sale on the personal website.

The same could be done with the products of an artist’s brand.

Even so, the singer, as well as the comedian and other artists who offer shows, should publish on their personal  websites the next places and dates where they will be performing, to inform their audience.

It is clear that also posting the experience of previous shows, perhaps with comments from the audience, would be ideal to attract new fans.

The biography of an artist, in the personal website, must be special. This is because fans often want to know more and more of that artist they like.

So it would even be fine, if it is the artist’s opinion, to talk about his childhood and years of training. As well as about their influences.

Of course, given that there are so many types of artists, I may later published an article about web sites for them in particular.

Athletes

Athletes are becoming more and more common as prominent figures in the hearts of their fans.

They become very similar to the artists. In addition, the sport that he practices becomes a spectacle for the followers.

So the principles told for artist websites equally apply to athletes.

Perhaps the difference could be that athletes usually finish their career sooner. It is not common find actives athletes over 40 years old.

But what for some may be an end, for others may be the beginning of something else.

Many famous athletes have become commentators, coaches, managers, etc. So they could keep being famous people.

The website of an athlete who is active should focus on what he/she does. It is necessary to emphasize the figure of the athlete so that people continue going to the sports matches or watching them on television.

Rafael Nadal has his own personal website
Rafael Nadal has his own personal website

On the other hand, the websites of athletes who have already stopped competing should be ample in commenting on the legacy of this athlete and focus on what he/she does now.

It is becoming increasingly important for athletes to be concerned about their social responsibility, and every action they take for this reason should be made known on their website.

Writers and Speakers

Although I have spoken of writers in the section that talked about artists, there are many writers who do not write to entertain, but to instruct.

Very often they are speakers who write.

For lecturers it is extremely important to have an excellent personal website.

This is because the fame of the speakers is built on what they think and how they express it.

So, they can offer some of their advice and ideally include videos with portions of their lectures.

It is ideal that these extracts are in You Tube, and from there they are inserted in the website, just as the singers do.

Generally, speakers create new material periodically. For example, a conference of about 2 or 3 hours in which they go on tour for companies, cities or countries.

Once you have exhausted the locations, and will no longer present that conference in person, you can use that content to feed your website.

Another option is to convert that material into an ebook and put it on sale on your own website as well as other online bookstores.

Experts

Experts, whatever their area of ​​activity, can personal website that helps them to make known their personal brand.

For some reason that I do not know, it is frequent to see websites of experts of some professions more than of others.

For example, there are more websites of marketing experts, as I am, than of accountants.

I guess marketing experts give more importance to digital presence.

But, whatever your profession, if someone wants to become a reference in a niche, should have a personal website.

Since we are not talking about a particular profession, it is necessary to look at each particular case to determine the design of the website.

It is necessary that the design resemble what the profession represents. For example, people expect lawyers to be sober and smart, while engineers are expected to be practical and more industrial.

Basically a website for an expert professional should have a good biography page, a contact page and discussing his achievements.

For example, if you have done a special work, created products, driven public reforms, or won prizes, your website should be said.

But even more, you must clearly state the purpose of your website. Are you looking for a job? Do you want to advise companies or organizations? Are you looking to join a recent company? Looking for partners to join you in a new company? Whatever the right choice, it should be clear to the visitor.

Have Hlusick to create your personal website

As you can see, we clearly understand the different needs that can have people who want to own their own website.

If you want to know more, use the comments area, bellow, to ask your questions.

We will enjoy working with you so that you can have a great digital presence. Feel free to contact us.

How an e-commerce website should be

How an e-commerce website should be

An e-commerce website may be what your business needs. These are becoming more common and varied in their purpose and types of products.

Most people know Amazon, who has been selling online since 1996.

But nowadays there are even e-commerce websites that sell chickens art pieces.

So, if you produce or sell something, it is quite likely that you need to have an e-commerce website for those products.

Basic factors for an e-commerce website

The basic principles of an e-commerce website are related to those of physical stores.

Knowing a little about how to arrange products in a physical store, and the easiness that should be given to customers to find products and pay, can be of help in defining your e-commerce website.

Make it easy to search for products

An almost essential condition for an e-commerce is that make it easy the search for products.

For that, it is normal to have a product search box in the header of the website.

That is the best place to locate it, as it could be displayed on any page viewed within the website.

If you can not, or decide not to locate it there, the next option would be a sidebar.

Now, do not place a product search box or place it in a way that is not obvious, it will greatly limit your customers find what they are looking for and can buy it.

Build trust

The next basic factor is that the website builds trust.

This is especially true in the case of e-commerce websites, as people will not share their credit card details if they do not feel secure.

The first thing to do is to get a SSL security certificate. This one is represented with the green lock that is next to the name.

The purpose of this certificate is that the communication between the device that is using your website and your server is encrypted, this way preventing from data being obtained by hackers.

Other elements that generate trust in customers is that your phone and email are published very clearly in the header of your website.

Having an online chat would be very useful to help customers with pre-sale questions they may have and during the sale process.

You should publish on your website a page that explains your conditions for sales, or the guarantees that buyers would have. Make clear the rules you have established in your e-commerce.

The privacy policy, terms and conditions, and other legal pages that are necessary according to the law of your country, should also be included.

Organize your products

Have you noticed how the products in a supermarket are organized by  aisle? That way, people know almost instinctively where to look for what they want to buy.

Likewise, the products you have on your e-commerce website should be organized by categories.

If you have products with more than one brand, brand should be another term of organization.

Also, in some CMS, such as WordPress (which uses the WooCommerce plugin) it is possible to use tags to group products.

To exemplify it, suppose you have an e-commerce casual clothing.

Some basic categories could be “Ladies”, “Knights”, “Girls”, “Boys” and “Children”. This way you could categorize the products by whom they are targered.

Other categories could be “Shirts”, “Blouses” “Pants”, “Skirts”, etc. With this you distinguish by type of clothing.

In this class of products, in particular, the brand is usually very important. So you have to indicate the brand of each of the products.

However, tags could be used for less relevant aspects in products.

Following the example, some tags could be “stripes” or “squares”. Thus customers could find only striped or squared clothing, regardless of brand or category.

Design the website according to the public

Particularly on e-commerce websites users should feel comfortable. This can only be achieved through great design and user experience.

It is clear that no e-commerce website is addressed “to everybody”.

Instead of that, like in certain stores there are certain customers, also to your website will come and buy only the customers that you attract and that look for your products.

For example, in an e-commerce that sells accessories for girls, there will not be many middle-aged male clients (except for a father looking for a gift for his daughter).

But we still design for the probable, not for the possible.

Then, according to the audience you address to, you should make a nice design.

These design elements and user experience will determine the font to be used, colors, images, icons, language, etc.

So, is very important to clearly define the specific audience that you want to reach long before you start designing.

The Homepage

The home page of an e-commerce should serve to set the website personality and make it clear that it can be achieved there.

You should highlight the key product or products you have for sale, and make known the product categories of the inventory.

In e-commerce websites you can do that by using a hero image or a slider that you see just opening the page, just below the menu.

Then you can place banners of the categories of products, in order of importance.

Some special offers, temporary or targeted to a specific audience may follow.

Group products

You can also group products in some associations that can get customers’ attention, and present a selection of those on the homepage.

As an example, some products can be featured. By assigning them that value, we can make them stand out on the website.

These may be interesting for new customers.

Another group may be new products. By the date they were added to the inventory, these can be detected by the system.

These products may be of interest to frequent customers, who usually look for novelties to keep buying.

The best rated products are another grouping that can be displayed in the homepage.

For anyone who sees them, the fact that they are the best valued by other customers, is a guarantee that they are good and worth buying.

Finally you can indicate which products are in sale. Even if specific products are changed, it is good to always have products on offer.

There are customers who are only interested in the products in sale. But then, after getting their attention, they may see that they need another product that we have for sale.

Since the website is an e-commerce, it is appropriate to place all these banners and product groups on the homepage.

If any product falls into 2 of these groups, then so be it!

For example, a featured product could also be one of the best rated. That will surely sell more.

The special offer and the promise

Every e-commerce website should offer more than just its products to attract more customers and promote their sales. To this we can call the special offer.

Some options would be to offer coupons, discounts, free shipments, express shipments or something like that, after a purchase over a certain amount.

That encourages customers to buy more and over that amount.

In addition, there must be something in which you stand out, something tangible that you can offer to your customers. That would be the promise.

Some promises could be the best after-sales service, lifetime warranty, training, best quality, etc.

As an example, to the clients that hire us to make their website, we give 3 months free of the basic plan (valued at $147) to make adjustments to your page, even if it was launched within a week of having hired our services .

With that promise we make, customers can feel confident that we won’t leave them just as soon as their website is ready.

It is good that you think carefully that you could give as your special offer and your promise, because is sure your clustomers will claim it.

The product category page

It is normal that, once within your website, a customer wants to review the inventory of only one category of products.

Suppose you have a beverage e-commerce. Some basic categories would be “Alcoholic” and “Non-Alcoholic”.

But within those categories there are many others possible. Others could be “Beers”, “Wines”, “Whiskies”, “Gins”, etc.

Well, for a customer to see only the beers, you could create a page of product categories.

This way the page where the beers can be seen could have a different design and banners than what you would see on the wine page.

This would be appropriate as the beer-seeking public is generally different from the wine-seekers.

So your design, language, and advertising could vary. It would be ideal to do this for each category of products.

The page of a product

The particular page of a product is perhaps the most viewed in your website.

It is quite likely that a user has come directly there from Google or another search engine, and has never seen your site.

So, if you have some information that all your customers should know, do not put it only on the homepage, but on the whole site alike.

Are you ready to have your own website?

The general standard

Amazon has set a standard that is best to follow when displaying products, perhaps with slight differences because of your particular design.

Users expect to see the product photo to the left of the page, and if you have more photos of the product (which would be optimal) they should be displayed in a thumbnail to the left, right or below the main photo.

It is very useful to have a left sidebar that helps to search, filter products, view categories, other products that you have seen before, etc.

To the right of the page there should be information about the product. The main thing is the name of the product.

Product name

What the product name should conform varies by type, but basically anyone should be able to know or be able to distinguish that particular product from any other similar by reading it name.

For example, if you sell spare parts for cars the name must include what is the part, brand, model, year, version, and some other detail that distinguishes it, if there was one.

It could be something like: “Alternator Peugeot Partner 2016 1.6 4 cylinders gas”.

The condition of the product (new or used) does not necessarily have to go in the name, because very often the websites sell only products of a condition. That is, or they sell only new products, or only used products.

Product photos

The photos of the product are of supreme importance. It is the only way your customers have to see the merchandise before buying it.

It is good that the photos are right focused, are of excellent resolution, sufficient size (at least 600×600 pixels), light (if possible less than 100 Kb per photo) and free of distractions.

Many e-commerce websites make their photos with a white or black background, depending on the color of the product.

Jewelry and small size products, in particular, should have excellent photos. If possible with elements that help to perceive well its size and how they would look.

To explain it: one of the pictures of a bracelet should be the wrist of a young woman wearing it.

Product description

Below the product name the short description is placed. This is designed to say only the essentials of the product.

Maybe some reference numbers, target audience, quantities in which it is sold, etc. could go in this section.

Below the short description should be the button to add to the cart. This begins the sales process.

That button should be large and obvious, corresponding to the website design. It is best to say “Add to cart” to say “Buy”.

Below these key elements, goes the long description of the product. Here you can extend as much as you want to explain the benefits of your product.

Even if people do not read it, that text improves SEO.

Explain absolutely everything you can about your product. You think that a customer has arrived at your store, only you can not talk to him/her. Then you leave written what you need him/her to know about the product.

The reviews

Customer reviews are usually placed underneath or at the side of the long description. The clients pay more attention to them.

That means that your work does not end when you publish your products, but you should get some good reviews from customers.

For that, try to communicate with some who have bought you something. Or maybe offer a discount in exchange for a review.

The truth is that people value their peers, other customers, over what you say, the one who sells some products. Would not you do the same?

The sales process

Making the decision to add a product to the cart is not fast or easy. Then you do not want people to regret buying because your buying process is very complicated.

So make sure the process is super easy and friendly. Ask your customer for only the data you strictly need.

As a general rule, when a customer has finished buying the products he/she wants, he/she looks for them in the cart.

From there it goes to checkout, which is similar to being at the cashier of a store. There you can see the products you are buying and the quantities of each one.

By accepting that, it goes to pay. This is the most delicate part, as it is where the monetary transaction is carried out.

If the result is positive, you should go to a thank you page, where you explain to the customer when and how he/she will receive the products.

Likewise, that customer has been created on your website so that he/she can buy again more easily in the future.

Now is your turn to confirm that all is ok and to make the shipment.

Payment methods

The e-commerce websites are among the most delicate that exist because the people make monetary transactions in them.

The payment methods you choose could make some customers decide to buy or not.

One world-famous payment method is PayPal. It is synonymous of trust for many people.

Another one that has gained popularity lately is Stripe.

Some countries have particular payment methods for their currency.

A good idea would be to activate several payment methods, and let the customer decide which one use to pay.

There is no problem that in your e-commerce website can be paid with PayPal, Stripe and some other local payment gateway.

The shipment

Once the sale has been completed, if your product is physical, you must make the shipment.

If you do not give it for free, it is ideal to charge the shipment to the customer during the purchase, instead of being a surprise for this when the merchandise arrives.

Depending on the country, there are means that, knowing the weight, measures and value of a product, the shipment can be calculated.

If you do not include it for free and you have no way to calculate it to collect it, you must make it clear that the price of shipping is not included and it is not up to you, but the carrier.

Promote your e-commerce website

Once your website is designed, and you have loaded your inventory, you are ready to receive your customers.

The thing is that they don’t know you.

Then you should not limit yourself in advertising techniques. Any marketing strategy you use to publicize your e-commerce website will help.

You can use ads on social networks, Google, Bing, or other websites.

If you have a physical store, put signs so your customers see that now they can also buy online.

By the speaker system of the store you can also make it known.

Whatever medium you use to get customers will be fine. But your greatest effort should come when someone has already become your client.

It is much easier to sell again to someone who has already bought you than to sell a stranger for the first time.

So keep your customers informed about news, offers, discounts, etc.

Are you ready to have your own website?

You can count on Hlusick to create your e-commerce website

All of these details about how e-commerce websites we share in this article come from studies that have been done and the experience we have gained from doing it for many clients for a few years.

It will be a pleasure to use all that knowledge and practice to make yours as well. You are free to contact us so we can talk about your project.

How a small business website should be

How a small business website should be

The website for a small business should be very specific toward the particular needs the company could have.

Although many companies may be considered small, there is often a wide margin of variation in size and capacity.

Let’s define a small business

A family business, for example, may be considered small because it operates from home.

However, a factory located in a leased space, and importing materials, can also be considered small.

So let’s say, a small business is one that does not have many employees and has limited capital.

It is important that when thinking about how the website should be for a small business, rather than thinking about size, let’s think about for what they need it.

The website of the company should not be a mere formality, but must fulfill functions that could be vital to create customers and business opportunities.

Essential factors for the any small business websites

Although small businesses, as is clear, may be very different, there are some factors that are imperative to the websites of any of them.

Although per se do not ensure success, if one of these factors is missing would be very difficult to obtain customers or share information with them. The following four factors are:

  1. Build trust
  2. Easy communication
  3. Good page about the company
  4. Mission, vision and values well defined

Let’s look at these common factors one by one.

Build trust

Whatever your type, it is important that a small business website builds trust in users.

Among the professionals of User Experience it is said that trust comes first and then business comes.

A key way to achieve this is by visibly publishing the company’s telephone and email.

Some additional information could be the address and work schedule. Also an online chat could be useful.

Maybe you have noticed that this website has all these elements. That is how we do.

Trust comes first and then business comes.

Even when clients do not use these means of contact, it lets them know that there are people behind the website, with whom they can communicate if they need it.

Make it easy to communicate with you

Another key issue on small business websites is a formidable contact page.

On this page you must place a contact form that works. It should, in fact, allow users to send you an email from there.

Users should be informed whether or not the email was successfully sent.

Also, since they are automated mails, they may come to you as spam. Therefore, check frequently and answer promptly.

But in addition to this interaction, it is necessary to place all your contact information, such as phone numbers, emails, address or addresses, maps, schedules, contact persons, etc.

A good page about the company

A good part of the users are on your website to know precisely about the company. This will allow them to decide whether to do business with you or not.

It is possible that many may only know you this way, so having an excellent presence here is vital.

It would be good to tell the story of the company, but not in a cold, but inspiring way. Explain how what the company does can help people or make them happier.

You can also include photos of the staff. You could decide whether to include only the key charges or all employees equally.

Depending on the personality of the company, there may be space to be creative with these photos.

In any case, remember that what is different is what it gets people’s attention. And you certainly want to get customers’ attention.

Mission, Vision and Values

When it comes to the mission, vision and values ​​of the company, there are always doubts about what should go there.

The mission

Some specialists have said that the mission of the company is:

  1. What the company does
  2. How does it
  3. For whom
  4. Where

As an example, Disney’s mission is to create happiness by providing the highest quality entertainment for people of all ages around the world.

Can you see the 4 elements in that simple sentence? Then do yours.

The vision

The vision is not only an ideal, as “becoming the supplier with the largest market share in the country”, but corresponds to established strategies.

That is, your vision could be “to cover 50% of the market share for your particular niche in the next 3 years.”

But in order for you to really say that, you should have drawn strategies for doing so. That way you could have a better chance of reaching it.

Remember that desires are not goals.

The values

Values ​​are qualities that characterize you (or should characterize you) as a company.

Customers would expect employees representing the company to be examples of these values.

They can be as many as you want. The important thing is that you can explain why it is important that the company has these values ​​and how it shows them.

It is more than clear that all employees must know the values ​​and accept them.

Placing the mission, vision and values ​​of your company on your website is convenient to provide a personality for the company.

Are you ready to have your own website?

If the company is a manufacturer

Some small businesses make original products, perhaps even from their own creation.

If this is the case, your customers would be the distributors who buy those products by bulks and then sell them to stores or outlets.

The purpose of the website for these manufacturing companies should be to facilitate interaction with these distributor customers or to create new customers like these.

To put it best, let’s take as example a family owned small business that makes pasta sauces.

On the website of this small business, called as the name of the brand, there is a description of each of the products.

This description includes all the details, such as weight, nutritional table, own characteristics, quantities in which the bulks come, etc.

In each product description should have the possibility that, as a shopping cart, those who visit can request the prices of the sauces’ bulks.

It is to suppose that the visitor is a customer distributor or someone that could be it. If so, this price request form could facilitate contact between the customer and the small business.

In addition, the catalog of products in PDF and advertising material of the brand could be placed as downloadable.

If it is necessary to publish information on the website that is only for customers, these pages could be placed as restricted access. Users and passwords should be assigned to clients so that they can receive such information.

Maybe promotions in specific seasons, or volume discounts, etc. could be examples of content restricted to customers.

But you also have to think that the user could be a regular person, someone who saw or bought the sauce in a supermarket. You need to have content for them too.

For them, the brand should have a story about how they started making pasta sauces.

This story must be true and told in a way that will make end users feel close to the brand.

it’s good to try to reach the heart of the public at the time of writing that story, rather than presenting facts with dates.

In addition, in the particular case of a product that is food, something very common is to provide recipes for people to make using those products.

Some brands that have clear digital marketing strategies have used gamification elements in their websites, in order to please users.

This can be done through animations, trivia, challenges, etc. The possibilities are endless.

If the company is a distributor

When a company is a distributor of products, it may be for a single brand or for several brands. This single condition could cause the company website to change.

Distributor companies of a single brand

When a company is a sole distributor, it usually has an exclusivity in a country or region.

In that case, your website should have the name of the brand and the country or region among the key SEO factors.

A good idea would be to get the ccTLD (Country Code Top Level Domain, eg .es for Spain, .cl for Chile, etc.) of the brand for the country.

For example, if the brand is Hlusick, you have the domain hlusick.com and you are the representative for Italy, you could get hlusick.it

If a company is a single brand distributor for a country, actually the name of the company is not so important, but the name of the brand, which is what customers may be looking for online.

Everything on that website should be related to the brand, as it is what customers want and for which they pay.

Distributor companies of many brands

However, many distribution companies usually do not do it for a single brand. Rather, they have a portfolio of products as wide as possible to offer more to their customers.

If that is the case, the right thing is to give equal importance to each brand. The website should be called as the company and make clear in the description which are the brands that they distribute.

Whatever the conditions, the products that are distributed must have a prominent place on the website.
If the company wants to make direct sales to the final customer, their website should be e-commerce.

But if the company distributes these brands to stores or points of sale, it can have a strategy similar to the company that manufactures products.

In any case, users should be able to find products by brand, type or name.

If the company provides services

Some companies instead of selling products offer services. Some of these services could be legal or accounting advice, cleaning, transportation, surveillance, etc.

We ourselves are a service company: we design websites, as well as graphic design and digital marketing services. That’s what we sell.

In such a case, it is very important to define well the services you provide. There must be a complete description of the service or of each of the services you provide.

If the service is performed during a period, it would be useful to present a timeline, so that the clients can understand how the service will be developed.

A FAQ page is very valuable on websites of this type.

Even so, in the description page of a particular service you can include the questions (and answers) that customers usually have about that particular service.

What to include in the description of a service

The description of the service should not only be what it is, but also why your client needs it.

In this part, in addition to being objective as to the real needs that your clients have about this service, you can be subjective as to the emotional benefits that will bring them.

Of course, the opinions of other customers who have used this service should be placed as part of the description.

But perhaps the most valuable in the description is the section where you explain why you are the ideal person or company to carry out that service. Why they should hire your services instead of your competitors.

It is good to spread as much as you can in this explanation, as it is surely what would make the difference and would allow you to differentiate yourself from the competition.

The contact from a service

At the end of the description of each service, you must place a form that allows the user to contact you to request that service.

Although it is possible to link to the contact page, if you include a request form in the description of the service you would being facilitating things to your client, who will surely thank you for that.

Not including this form and not even a link to the contact page would make you think that the information you have posted there is merely informative. So your client will go to another place where it seems that they do offer that service.

Are you ready to have your own website?

Hlusick is by your side to help you

Depending on the market they are targeting, and the commitment they put on having a flawless digital presence, small businesses can put these ideas into practice for their own websites.

For us, here in Hlusick, it will be our pleasure to use all our experience to help you have an excellent website for your small business, at a very reasonable price. You are free to contact us so we can see your particular case.

Collaboration Marketing: The Really like you experience

Collaborative Marketing: The Really like you experience

A few days ago I saw an excellent example of collaborative marketing: the video for the song “Really like you” by Carly Rae Jepsen.

Who is Carly Rae Jepsen and who is Really like you

Carly Rae Jepsen is a young Canadian girl who sings pop music for teenagers. It has had considerable success among this audience since her debut.

Really like you is one of the singles of the third album of the singer (Emotion, 2015). But what I find most interesting of this song is the participation of Tom Hanks in the video. If you have not seen it, you can see it right here:

The video has become so important that both ABC News and Time magazine have dedicated an article. Moreover, it has its own page on Wikipedia.

It’s so funny to see Hanks lip sync to Carly, even more with unrelated images.

For anyone who is a fan of Hanks surely it was really funny to see him in that video.

Surely, those who follow his film career remember that his beginnings were as a comedian.

And most likely, for many Tom Hanks fans, that would be their first contact with Jepsen. From there to becoming a fan is just a step.

In fact, in the following days I saw and heard the song several times, and even recommended to some close friends to watch the video.

It’s clear that I became a fan of Jepsen, although I’m not her target audience.

Who gained in this case from collaborative marketing?

Jepsen was not the only beneficiary in this adventure. Although Tom Hanks is a cinematic legend, being the only actor who has won 2 consecutive Oscars, his fame is mainly in the 90s.

In fact, the idea to participate in the video of Carly Rae Jepsen came from Tom Hanks. At a dinner with the producer of Jepsen, he told the idea of ​​the video. Hanks volunteered to play the part.

Some of the most important films he has done so far, such as “Philadelphia“, “Forrest Gump” and “Castaway” were from the mid to late 1990s.

Perhaps some of the fans of Jepsen had never seen a movie of Hanks, due to the age difference.

But they may be more willing to see any of the next ones he does, after having seen it in the video of the singer they like.

Any artist, whatever his/her art, to stay top-of-mind in people, must keep working. In spite of that, it is normal that over time, fame decays, perhaps completely.

This is the world of entertainment, but the commercial world works the same way.

Well, the protagonists then told how they made this video. How it was done is summed up in this video.

Now, what made people so different and with such different target audiences, joined in this same project, the making of this video?

Well, actually if they were not so different, it would not work. The idea of ​​collaborative marketing is to offer different audiences the same product.

Another option of collaborative marketing is to offer the same audience different options.

Most of Jepsen’s fans are teenagers, while Hanks’s are already adults, perhaps even middle or senior.

So Carly could get some fans among the adult audience and Hanks some among the teen audience.

Are you ready to have your own website?

Applying collaborative marketing in your business

This collaborative marketing experience is great, but you should definitely be thinking about how you can do something similar.

In fact, if this article did not talk about it, it would be incomplete, certainly.

Well, the first thing is to define well the niche you are targeting, and then define other possible markets that might interest you. Let me give some examples.

A company that sells welding machines is surely targeted at metalworking, automotive and oil companies.

Perhaps the same is the market of a company that sells industrial cleaning systems.

If both companies partnered in, for example, events, they could expose both their products, obtaining the greatest benefit and dividing the expenses.

Another option is to exchange information about clients, seasons, etc.

But let’s look at another example. Suppose you run a party room. Well, those who organize parties would be your first customers.

But more than seeing them as customers, they can become partners if you see the opportunity to make a collaborative marketing.

For example, a customer may come to rent the room, but there is no one yet to organize the event.

Well, you could have a selection of party planners, or perhaps one in particular, whom you could recommend to these clients.

In turn, this party planner could commit to using your room whenever possible.

The most effective collaborative marketing

Although making events, sharing information and the other options we have talked about are fine, we still have to explain one that is much better.

I mean the links between websites.

When a website links to yours, or your company’s website, you get what Google calls a “backlink.”

That is precisely the origin of Google: determine the importance of a website according to how many other websites quote it or link it.

So, a great idea would be that the websites of companies that can be allied, have a link to the website of your company.

In turn, you could return the favor by making a link from your website to theirs.

Although the link could be in a menu, perhaps called “Related Companies”, it is best to be contextual, that is, to be part of a text.

For example, on the page about the company you could have the logos of the companies with which you have agreements, along with a link that leads to your website.

Or perhaps in the description of a product you can indicate that the additional accessories are manufactured or distributed by your partner company, and place a link there.

This type of collaboration is important because it can be permanent, while the link is online.

In addition, they have long-term benefits, from the point of view of search engines.

No matter the size of your business, there are always others around who also address your niche, or another you want to reach, with which you can do a collaborative marketing.

Are you ready to have your own website?

Plan your collaborative marketing

At the end of the video Really like you, you can see an additional collaboration: Justin Bieber joins in the last section of the video, to participate in the final dance choreography.

Collaborative Marketing: The Case of Really Like You
Carly Rae Jepsen, Tom Hanks and Justin Bieber in the final scene

Certainly this video was not a coincidence, but was the result of a collaborative marketing very well thought out.

Similarly, if you want to work on your case, you have to think very well, perhaps making a list of pros and cons.

You may want to make a list of these factors and think carefully about what a collaboration would mean now and in the future.

But all this previous work can result in great long-term results. That’s why I encourage you to immediately start looking for opportunities to do collaborative marketing.

Have you already done it? How was your experience? What do you think of collaborative marketing? I’d love to read your comments.

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