I’ve talked quite a bit in past articles regarding the importance of powerful, information-filled websites to satiate consumer needs for any business in the 21st century. So considering we all agree such a statement, I want to address a subject that many small business owners (and professional sales persons) are doing their best to ignore and sidestep:
Web Site Design…Done by YOU
Nope, you no longer have to be a computer nerd to take charge of your website
Before we talk about the reasons why 21st century business owners must take control of their websites, I want to give you a brief feel for my previous knowledge of computers and what helped me come to my current opinions on this critically important subject matter.
I’m no computer nerd
I did not grow up in a ‘tech’ environment. We didn’t use computers. And electronics in general were not a major component of our home. Even in high school, I did not take computer classes. And believe it or not, I didn’t even learn to type until I was in college.
Simply stated, computers have never been my ‘thing’. I’ve never been savvy with Information Technology and I thought I’d never get my arms around it….that was, until, the following took place:
Small Businesses and Web Design
About 9 years ago I went into business for myself with two other partners. To make a long story short, it was our goal to become the premier inground swimming pool country in the United States. For the first two years of our business, in 2001 and 2002, we didn’t even have a website. At this time, internet marketing for businesses was just starting to take off and neither I nor my business partners had a clue as to anything to do with computers other than how to type a Word document. Our marketing efforts at this time were very old school: radio, print, cable TV, etc. Needless to say, it was one sad marketing campaign at River Pools and Spas.
Around 2004, I started dabbling with a company web site. Obviously, I had to outsource everything and the results of our company webpage during this time were less than stellar. Essentially, the few pages of the site looked like a glorified business card and we appeared to receive few leads from this new medium. Notwithstanding, we did notice 2 major trends:
- Normal advertising, especially print and radio, was starting to get outrageously expensive.
- More and more people were starting to see the internet as their go-to source for information, especially when shopping for a product.
Embracing Information Technology
Feeling the need to eventually be the best, I started getting online and trying to learn basic web design. I also studied general Search Engine Optimization(SEO) concepts. Because everything I was learning was self-taught, the progress was appalling.
Around 2006, we started working with a really good web designer. Because I was now starting to see just how information was a critical component of a great website, I was constantly emailing/calling our web guy for him to make updates, changes, additions, etc. As this went on for a little over 2 years, I realized 2 more important trends:
- Outsourcing all of your business’ web design, including simple changes, can get pretty expensive.
- Outsourcing also causes delays and limits in a business owner’s (or marketer’s) ability to be creative with whatever new ideas come to mind.
Time to Learn
With these realizations, I went to my web designer and had him teach me basic web design principles using Dreamweaver. Frankly, I was sick and tired of being a web dummy and was committed to make a change. Although much of it was over my head, I could at least now go into my website and make simple text changes, announcements, etc on the fly. With this new found ability, my creative juices really started flowing and I wanted to learn more. In fact, my ultimate goal was to have the complete ability to design my own website, inside and out.
It was also during this time that the Internet’s value to businesses across the world really started to catch fire. Ours was no different and with the help of Adwords, we soon were getting more and more traffic on our website. Although Adwords usage was expensive, it was bringing us much needed marketing results. We were also getting a lot of comments regarding the amount of information found on the site from customers. By the end of 2008, it was easy to see that consumers were serious about their research, and it was my job as a business owner to give it to them. But I knew I had to do more.
Hubspot and CMS…WOW!
Weighing heavily on my mind the need to reach another level of web design and consumer education, I was blessed to find the company Hubspot at the beginning of 2009. Hubspot (and no, I’m not an affiliate) is an SEO company that helps businesses understand proper web marketing. They have a mountain of free information on their website, including their famous Webgrader page(it will grade your website, very cool), video seminars, forums, articles, etc. After devouring much of the information on their site and learning about their CMS (CMS stands for Content Management System, which is a web design tool that allows even the biggest Tech-Dummies like me to produce awesome websites after just a small amount of time and practice.) Realizing that I could actually design my own site front to back without knowing ANY CODE/HTML(for those unsure of this phrase, I compare Code and HTML, which is a computer’s programming language, to the crazy letters and digits Neo saw in the Matrix, but that’s a little off subject;) . So to make a long story short, despite the fact that I’m light years from being a computer programmer, I’ve been able to accomplish this in the last 11 months of working with a CMS from Hubspot:
- I have the most well known blog in the swimming pool industry(on my website)
- My website gets views from an average of 10 countries a day
- We spend very little with Google Adwords now because we have such tremendous organic(free) search success
- Our site is chock-full of photos, videos, articles, lead capture forms, etc. Frankly, customers RAVE about it.
Simply put, Hubspot has transformed my business completely and it has helped me realize that even a computer dufus like me now has the tools available to be a web designer. Hubspot is one of many CMS systems that are popping up all over the internet and if you are a business owner considering taking this leap of faith in yourself and your own abilities, and I can assure you such a leap will change your life in an incredibly positive way.
The Future
No longer can small business owners shy away from Information Technology. No longer can they leave the heartbeat of their business in the hands of some guy/gal behind a desk that really knows very little about the essence of their business. In my opinion, it starts with this simple belief:
“No one knows more about my business than I do. No one can teach and talk about my service and products as I can. I know I can design my own website and the days of me having the self-identity of not being tech-savvy are over. I am now embracing the future.”
Question about Hubspot, Webdesign, or CMS? Comments? I’d love to hear your thoughts below regarding this important subject and if you enjoyed this article please don’t forget to subscribe for more updates via email at the top of this page.
{ 19 comments… read them below or add one }
Thanks Marc another great article. Our company has been trying to get a web page designed for about a year now with various design firms; however while the owners of the company can see the advatages of having a website for dispersing information they have never relied on any marketing other than word of mouth and repeat customers. At this time they dont feel like they can spend the money, a minimum of 4k just to get started, when the competition in the construction market is already so tight. When I first came to work here mt hope was to lead them this direction but I, like you, do not feel likeI have the sufficient knowledge. I am now rededicating myself to getting this going so stay tuned for plenty of questions.
I am sure this will inspire many small business owners, who are scared of technology, to dip their toes in the water!
I’m glad HubSpot has worked out so well for you!
You’re on the right track Fred. Please email me with any questions, as I’s absolutely love to help……Ashok, thanks for your kind words. No doubt, business owners need to dip their toes in this wonderful water we call ‘Technology’!!…..Brian, I’m just glad you came up with Hubspot! It has literally changed my life.
This is an excellent article Marcus. The empowerment a business can have by going beyond a outside designer who really knows nothing about the business and bringing soul to the site by not letting computer phobias get in the way. It’s what really turns me on to helping other businesses succeed by having the right tools. Be it HubSpot, WordPress, Joomla! (I guess I have to Mambo in as well) and all the other open-source CMS for web site management. The web is evolving beyond coders and now the main stream can achieve what before was a closed off world.
Wow Sam, some really great points you make. Thanks for stopping by the blog and keep up your great work.
Keep up the great work Marc!
Thanks Shaun! And thanks for all your help
Great post. Quite an insight into the dilemmas of a small business owner. Just stepping out there and having a brand identity created can be such a hassle itself. Although online design contests are a good way to get started but then again… many people are afraid of crowd sourcing too.
Thanks so much for stopping by Christian…..and I, for one, think crowd sourcing is where it’s all headed.
Marc,
Awesome stuff. I have several sites on hubspot and couldn’t agree more. I think there is one point worth mentioning… those who listen to and study the methodology hubspot offers will reap the most rewards. So if your a hubspotter and don’t put in the time and follow the concepts ,change your priorities and start using the system to the fullest… Those who still dont have the time or energy to do it can hire a hubspot consultant like http://www.smallbizconsultinggroup.com
Very, very well said Mike. No doubt, it does require some effort, which is why Hubspot has created a mountain of information on their site to get slow-pokes like me up to speed….Come back again
Interesting Mike. I clicked on the link in your comment to get a feel for how you were doing with Hubspot over the subsequent 2 years and it indicates that your Hubspot account has been deactivated. There is no redirect link.
Did you not get the “rewards” you were expecting?
Also, is this what happens if you use Hubspot and then drop them? Seems kind of abrupt that it doesn’t forward or at least link to your current site.
Westin,
Small Business Consulting Group was a business born from the Hubspot revolution similar to the way Marcus built Sales Lion. I have operated a construction business since 1990 and three years ago started using Hubspot for our construction company website http://www.stonecreekbldrs.com . Over the past few years using Hubspot has increased the leads for my construction business exponentially in essence keeping me in that business fulltime.
I found it difficult to run two very different companies since I play a very active role in the day to day operations of the construction business. One day I would be visiting a client in a suit and the next covered in mud on a construction site. Although I enjoy business and helping other businesses succeed, my first passion is the construction business. I made a commitment to focus on growing one business and doing it well instead of spreading myself to thin and possibly failing at both.
Recently my company was featured on HGTV and the only reason I had the opportunity was because the production company found my website through organic search.
Good luck with your business and if you are a Hubspot user keep on plugging away, if not jump on board and reap the rewards.
Mike
Mike
Very cool. Thanks for responding.
Checked out your portfolio. Beautiful work. Too bad I moved out of Jersey 30 years ago or I would have hired you to finish the master bathroom my contractor ran out on.
Thanks again for responding and I hope you have continued success.
Thanks, Marc,
This is inspirational for some of us who lacked what it takes to succeed in today’s on line marketing with necessary tools to establish web presence.
I have been on the side line, learning and reading all I can before lay my hands on, in this seemingly sophisticated marketing approach to cyber marketing. I hope to take a cue from your success and establish website for my on line business.
Best of Luck.
Thanks so much for your comment Fanimashaun, and openly discussing how you have been on ‘the side line’. This is a great analogy because so many professionals want to join in ‘the game’ but feel too intimidated to do so. In many ways, you are the person this blog is written for. Why? Because you’re just like me, and we’re doing this together. Well again, thanks and I hope you subscribe and continue to come back to our Sales Lion community, as there will be many more articles just like this one in the future.
This is a good post. Very similar to my own story as well. That’s one thing I find so awesome about the internet, finding people with experiences like mine that I’d never connect with offline.
@ Fred Dunn:
I know your post was a while ago but I hope you’ve found that you don’t even have to spend a tenth of that $4k quote if you do it yourself. And most of the CMS out there today (the good ones anyway) aren’t any harder than using a word processor or web browser. Just takes a little studying and practice!
.-= Domain Name Ninja´s last blog ..Ask a Ninja- Small Business Geographical Marketing =-.
Great article. Nowadays, i dont know what attracts consumers more towards a product? Is it the ad on TV or is it the website? I know what I get attracted to. That is the website. The website tells the whole story of a brand. The marketing tips, the promotional offers, the trends, etc. cannot be posted on a ad or a printed flyer. But one can explore a website until it has finally won the consumer mind.
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