Simple Advertising You people are idiots.


Evaluation- Computer Services

My work is about walking your customers through the communications in your advertising and converting them to clients. A lot of advertising doesn’t actually sell anything, but I like to keep that as a priority right from the start. Website work typically begins with some SEO tuning, and I work a very organic plan. Once the SEO is working: there are steps that shoppers follow, from initial discovery and interest to trust (and purchase). People need to see different things for each step, starting with punchy headlines and ending with comforting messages and an invitation for the client to speak. If people feel like you will listen to them, then they will talk to you.

Here are the basic evaluation questions:

1. Check basic keyword search effectiveness. Your keywords are going to work best when you target geography. I can tell you this about technology services on the web– it’s an extremely competitive keyword space. Bay Area is very broad, San Jose is more do-able. If you really think that SEO will get you results, you need to prepare for some work. In many cases the words on the pages are enough, but I know from previous clients that tech services aren’t that easy. To work safely, you’ll need to go and manually create at least dozens of relevant links
2. Evaluate Advertising Copy (the text on your pages). Much of the text is well written and I like the list of things that clients ‘GET’ on the home page. My feeling is that for many small businesses your text won’t translate into understanding however. Some statements like these might help: “All of your employees can be using exactly the same software– by lunchtime tomorrow.” -or- “By delivering current software to your computers over the internet, your business can stop buying new PCs and start working more effectively” -
3. Quick Summary of what’s right and what’s wrong with your design work. The design has very good appearance, the pages load quickly and the information matches up well with what I expect to find on each page. I don’t find any flaws so long as you have the capability of changing pages yourself. I did find a minor grammatical error in one of your titles: “the client” should be “the clients”
4. Are the materials on your website ready for use in other media? Yes, largely your copy with above changes should work as print advertising. As long as you have the logo in either a very high resolution or in a vector format. I particularly like the three columns on the home page as that translates nice into a tri-fold brochure.

There are some peculiarities about your line of work that have me thinking about a particular plan for you. I’ll follow up with a brief second email with those details.