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Ask the Pro: Creating the Virtual You:
Web Development Tips from Chad Barr

If you own a business or are part of a small business team, you’ve undoubtedly spent hours crafting and re-crafting your web site. But is it an accurate portrayal of who you are as a company? Chad Barr, founder and President of CB Software Systems, spoke with The Voice of Leadership this month to provide insightful and useful tips on the importance of creating a “virtual you.”

VOL: The Internet has forever changed the way businesses market themselves and operate on a daily basis. How does a web site reflect the brand and image of a company?

CHAD: A web site is one of the most critical tools in establishing and strengthening your brand while helping create credibility and interest. The proper design and content help the visitor understand what the company does in a few seconds while increasing immediate credibility. The best ways to do so are to incorporate:

  1. Clean design and navigation with strong calls to action.

  2. Strong value proposition – what you are offering and what the value is.

  3. Client testimonials.

  4. Access to your intellectual property in the form of articles, white papers, case studies, newsletters, check lists, surveys and more.

VOL: What can a company’s web site communicate (or fail to communicate) about their credibility?

CHAD: It must communicate the following:

  1. Strong client testimonials. I always say that if you tell me how great you are, I may perceive it as fluff. Yet, if your clients tell me how great you are that is proof.

  2. How am I (the visitor) going to be better off by working with you and who says so? The site focus needs to be on the outcome and results you were able to achieve for your clients.

  3. The key offerings and services you provide.

Another way to stand out in the crowd and grab attention is to deliver great and valuable tips through articles and newsletters, which demonstrate your expertise and are of help to your clients.

VOL: There’s so much advice out there these days about SEO and other factors that can drive people to a web site. What’s the most important thing you think people should remember when trying to make sure their web site can be found easily in search engines?

CHAD: First, include targeted keywords that people are searching for inside the content of the web site. Second, implement a blog and post frequent, valuable fresh content that is indexed quickly by Google and other search engines. Have your blog point to various areas on your main web site and others and refer to your blog entries on your main web site and newsletters. Have other good web sites link to yours and include your content on theirs. So for example, this newsletter creates a very positive link to my web site www.cbsoftware.com or blog www.chadbarr.com while my blog and web site create the same to yours. And finally, depending on the situation, incorporate the service of Google AdWords to drive additional traffic to your site.

VOL: You mention blogging. Why is a blog so important to a business’ web site? What are the benefits?

CHAD: In my article: “Blogging in the New Year – Do you maximize your full business potential?” http://www.cbsoftware.com/cbnn/blogging-in-the-new-year.php I’ve listed 40 reasons why I have a blog. The most important are:

  1. Ability to rapidly publish fresh, valuable content in the form of articles, images, charts, audio and video.

  2. Help position yourself as an expert in your field and attract dialog with your customers.

  3. Create additional visibility for your company.

VOL: Our firm works very closely with yours in regards to posting content on our web site and making strategic design changes. What’s your advice for people on communicating effectively with their web designers and developers?

CHAD: Find a partner who is highly recommended with a proven track record and who is genuinely interested in your success. Then identify your business objectives, which are the desired outcomes and result of the project, and create a way to measure them and the value to your organization before development starts. Finally, make sure your web team is easily accessible and you have clearly communicated your realistic expectations.

You can reach Chad Barr at www.cbsoftware.com or through his blog at www.chadbarr.com.

 

 

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