The local website tactics that improve
the efficiency of your local website
1. Make an article.
Take one aspect of your local business, preferably a strong one, one that is high in demand and that you are good at, and write an article or report about it.
The secret here is to keep it simple and to use simple language.
Start the article or report with: How to xxx yyy.
Replace the xxx's with what your prospects want or what fills their need.
Replace the yyy's by a number, e.g. "for less that 150$" or "save 150$" or "in less than z hours" or whatever. Just quantify it.
There's your compelling headline that will serve as a teaser.
If you think you can't write, just make a list of bullets. Start with preparation (necessary materials that you offer as a package at the end of your report) and write down actions in chronological order. It can be as simple as that.
2. Graphics.
Think about some graphics to use. A logo maybe, but maybe more important a pic of your store or office.
If you use a catalogue or brochure maybe you should put some product graphics online. Instead of click here to enlarge tell them to come over to see products in your store.
Don't forget to show a map, so prospects know where to find you.
3. What do you want your prospects to do?
This is important, because you are in the position to get them to your store or office. If so, can you use coupons, a contest?
Can you use a "refer-an-online-friend" program? If so, use it and have the referring customer receive a 10% bonus discount for bringing in a new customer to your store or office.
4. Slowly start building community
List local news, local weather, local night life, local restaurants, movies, shopping malls, auctions, sport events etc., whatever your preference and that of your customers, at your site.
Maybe a forum is a good solution, although not easy. You got to have some loyal participants to show activity, otherwise it's dead before it's born. Still, it may be a good way to answer questions or to discuss alternatives to your solutions.
Maybe you should have a classified section on your website where (only) your customers or website members, who have actually visited your store or office to get their password, can submit little ads.
Be creative here by selecting hot local topics.
5. Think about your domain name.
Preferably it should state what you do or have your name in it. These domain names probably will be hard to find, because most of them are taken. But it's not good website tactics to have a general domain name if you only serve a local area. So, take one with the name of your region or city in it. That's a lot easier to find and it explains in more detail where the business or service is to be found, right?
Now, there's more to it and I'll show you in a minute, but first let me give you an excellent example so you get a better feeling of what we are talking about. It's an article written by Rick Beneteau, a famous online entrepreneur. But Rick also use to have a local business and he describes how he would make a website for it.
I'll wait here a bit until your done. Here's a local store example (a new window opens, close it when you're done).
Ah, you're back!
See how a local store owner thinks about website tactics?
Ok, I told you there's more to it, but these are kind of general ideas.
The main strategy remains: get their email addresses by giving away that free report or article that brands YOU as the local expert.
But don't limit yourself to website visitors only. Ask everyone who comes into your office or store for their email address so you can keep them up to date. Give them the printed version of your report or article. And put your website address on every piece of paper that you use. Then send out a newsletter. This is your extremely efficient online marketing/advertising vehicle.
You only have to apply your tactics here. In the newsletter promote new products, new pages that you've added, your community part of your website or anything that is new.
Then decide either get them to your store or office or gradually try to sell online and ship the merchandise, whatever you choose (or can do).
You may run some sort of a contest. Invite your visitors to be active, to do something that your website can benefit from (refer more visitors, improve content, write new articles) in exchange for a possibility of winning a prize when your visitors come to your shop or office via your website.
If you build your local website slowly, piece by piece, you also have content for your newsletter!
Add to that one more article per month or per week and build your community. More newsletter content.
Set up a FAQ-page with most Frequently Asked Questions, so you don't have to answer the same questions over and over again. Include those questions and answers in your newsletter.
Ask satisfied customers for a testimonial. Maybe you can have some endorsements from famous local persons. Endorsements are the best way to attract visitors and to sell products and services. Include them in your website and newsletter.
Give a strong guarantee to take away any risk from your prospects, like a good after sales service, a free repair, a free check-up or whatever it is that is applicable to your product or service. You can have your customer back in your shop that way.
Add some information about yourself, your company, give a history overview, how you work and some of your greatest achievements in the past. Get a quote of any local authority that can tell something positive about this.
Think of a USP, Unique Selling Proposition, something that makes you different from your competitors. By applying all the above you should have an exceptional angle by now.
Here's one more important remark.
Never forget, if you're selling your time (charge per hour) there's a limit to your income. You only have 24 hours in a day and only 7 days in a week. If you can find additional products to your service you can generate multiple income streams and profit from product selling.
A close friend of my better half used to run a beauty parlor. She still does, but most of her time she's now succesfully selling beauty products.
And my brother is a fiscal advisor. He's also selling a great bookkeeping software package now so his customers can do most of the trivial work themselves. That's another income stream, although a small one. But his profits are less employees and more time to spend at his core business!
"Think global, act local!"
Now, as promised, let's see how to build your local website.
Next: store website
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