So, you’ve decided to start an online shop. You’ve decided to GO FOR IT!
This is the year you finally get your business online and selling. This your chance to share your beautiful products with more wonderful customers through the magic of the internet. This is the year you GET IT DONE!
You sit down to create that beautiful shop you have in your mind’s eye and…. nada. The screen looks stubbornly empty. You start scanning google for ideas, tips and walkthroughs to understand what buttons do what. You’ve absolutely NO idea what you are doing and just feel like you are randomly clicking things to find out what they do. AND that drop-dead gorgeous theme template you have chosen needs your pictures, your pages, your products, YOU!
This is where the doubts can creep in.
HOW the hell do you get started? Maybe you aren’t cut out for this? HOW does everyone else make this look SO easy? I SAID I wasn’t techie!!!
But before you consign your online shop plans to that lonely dusty shelf for another year, try going in with a PLAN!
You wouldn’t start a trip of a lifetime without packing the necessities (unless you are one of those who can travel with only a toothbrush and a pair of pants – but even that is preparing a tiny bit). You would know where you are going, how you are going to get there, how long you are staying, what the weather will be like and what clothes/toiletries/ best-loved foods /kitchen sink you’ll need for the trip. Go prepared and you’ll have a great trip.
Plan your new online shop as you would plan that trip. Be prepared and you might just enjoy the journey and love the destination!!
Here are 5 Online Shop Planning Essentials you NEED to pack before starting
1. A map
Otherwise you’ll get lost!!
Grab a pen and paper and jot down what pages your shop needs. You’ll at least need a home page, a blog page, a contact page, a main shop page, an about page and terms and conditions (sorry, that boring page is essential!)
Sort your list of pages into menus. How will your visitors navigate your website. I tend to sketch out 3 menus – the main menu, a top menu (going across the top of the screen) and a footer menu (going across the bottom of the page).
2. Organised packing
Sort your products into categories.
Just as you wouldn’t leave all your products in a heap on the floor of your real-life shop or stall, you shouldn’t lump them all together on your website. Make it easy for your visitors to find what they are looking for.
It’s really easy to add new categories later as you work out what people are looking for. You might want to add categories for gift ideas for special occasions for example. So don’t worry about getting all your categories setup before you start, just get started planning it into some order!
3. Take your pictures
So much of your website is going to be visual that starting off with a good pile of images of your products, your shop and you (!) will really help you to build a fantastic looking online shop quickly.
Take some good quality pics of your products, from all angles and with closeups to show texture and colour. Yes, you can use your phone is you’ve got a good one, but make sure that the end result looks good and not a ‘that’ll do’! People need to get a good impression of your product as if they are standing in your shop.
Take some good quality pics of your shop, stall or workshop, inside and out. People love to know that they are buying from a real person and, if you are making your own products, they love to see behind the scenes.
Squish all photos down to a good data size. I use www.tinypng.com to make sure all my images aren’t enormous and slowing down my websites.
4. Decide on your branding
So you aren’t all mismatched and umming and ahhing about which shade of green looks best on each page.
Pick no more than 5 matching colours and 2 fonts for your branding. Write the hex code (looks like this – #ef54r7) for each colour down before you start. Choose one dominant colour to be your ‘action’ colour for buttons and links.
If you haven’t yet thought about branding or need a refresh, have a look at my easy BrandUP! Branding mini-course to help you create consistency across all your marketing, including your website. (It’s a fun one too!)
5. Write your words
Having your words already written makes building MUCH easier as you can visualise what needs to be said on each page and how it will be best laid out.
Try to collect all these together before starting the build:
Product titles and descriptions (even if you are starting with only a few in each category to begin with)
Your home page title and straplines – to welcome people to your website and tell them what you are all about
Your about page – so much easier to write before thinking about laying it out online
A couple of blogs – it’s hard to build a blog page before you have any blog posts on there!
6. Plan the journey
Sketch out (again, good old paper and pen works well) what you will put on your home page.
Some ideas of what you could include:
Your main product categories with a good description
Links to your most popular products
Links to sale products
Links to new products
A special offer
A sign-up box
Decide where you want visitors to go next after the home page and make it REALLY obvious how to get there!!
Making sure you have everything you need BEFORE you jump into creating your lovely new shop will make your website building experience SO much easier and quicker. You don’t have to have ALL your products ready to go on there but enough to make building your shop enjoyable and looking good from the outset. This will stop the blank screen of doom scenario and before you know it, your online shop will look as good (actually better, because it is yours) that those website templates.
And if you need a guide through the techie gubbins of building your online shop, grab a copy of my Build an Online Shop mini-course, on offer at only £27 until April 20th 2020!
My Hair’s had a rebrand! Find out how it just goes to show that done for you branding is better value than off-the-shelf.
I’ve got a gorgeous auburn shiny brown barnet now! Do you like?
My old hair was making me feel washed out and old 😟 I was even starting to be embarrassed about the state of it and avoiding mirrors. I’d not had time to visit the hairdressers to get it all done ‘properly’, because for me ‘properly done’ took 3 and a half hours. I have A LOT of hair!!!
But every time I’ve tried out an off the shelf hair dye affair, it’s all turned out a bit pants. I always miss a bit, or a lot, I run out of dye because I have a lot of hair and it always looks as if I’ve bought the cheapest hair dye is Poundstretcher I could find. This nearly always resulted in me getting another hair dye for round 2 or booking a hair appointment to get it done properly. Not a classy look.
So, not having the time or having got my arse in gear to get a hairdressers appointment I decided to try out a new type of hair dye online. This one promised to create a special for me hair dye that would take into account my multicoloured, roots down to my ears, current hair colour. It promised that my new hair dye would be created just for me by a stylist who I could contact if I needed to.
I uploaded photos of my hair (cringeworthy at this point). They didn’t laugh! And then sent me through a beautiful package of made for me Hair Dye (called Katherine’s Hair Dye – nice!) with very detailed instructions how to use it to get the exact colour I had chosen online.
What a different experience! I had special gloves, a dye brush like the ones they use at the salon, a skin protector cream, a wipe off any smears on the skin cream, shampoo and conditioner. I’d bought a special dyeing kit that included hair clips, a bowl and everything else I’d need to make this work. I can now give my online stylist feedback on the colour so she knows what to supply next time. Needless to say, I’ve subscribed so I don’t have embarrassing, urgh hair again!
And since then, I’ve been complimented on my new hair by everybody. All were very surprised that I didn’t get it done at a salon! Bingo!!!
You may be wondering why you need the full account of my hair experience. Well, apart from being able to highly recommend the company that creates this lovely hair dye (eSalon), it’s a fantastic story of why off the shelf is more of a quick fix that can go wrong and why done for you can be much better value.
Was the done for you dye more expensive than popping a hair dye from the supermarket in my basket? Yes, but not a lot. And I didn’t run out, I got the result I wanted and didn’t have to go to the salon. Yay!
Grabbing a quick logo or predesigned brand can be great to get you off the ground but it’s not going to get you the results longterm. Throwing something together in Canva for social media is fantastic when building your audience but to up your game, turn them into buying customers and keep you and your message top of mind, it just doesn’t do the job.
I love how my hair dye experience was a mixture of DIY and bespoke. I got exactly what I wanted because it was created for me and I was given the tools and information to make it work.
Every ‘done for you’ branding I create is designed with my client’s business in mind, their audience, their personality, the message they need to shout out to the world.
Every ‘done for you’ website I create is built with SEO (to make the website easy to find) designed around the problems they solve, the results they can get and the answers they can provide.
Every ‘done for you’ website I create is built to make buying simple and easy for their customers.
Every ‘done for you’ website I create is designed to appeal to their ideal customers and match the rest of their gorgeous branding.
AND every client I work with is given the tools to use their own branding and website so they can grow and create spot-on branded marketing for themselves.
Can you buy off the shelf brands and off the shelf website packages? Yes! Is it the same experience? Nope! Get started with off the shelf because getting started is the most important part of business, but don’t limit your potential. Investment in ‘done for you’ is key if you need to grow.
Spend money on a website = invest in your business
Yes, there are loads of fan dabby dozey FREE ways you can market your business online. Networking on social media is a brilliant free resource and one of the major ways I have built my own business over the years. Emarketing can be completely free and gets you right up front and personal (ooh er) with your most interested customers. Even creating a website can be free – a simple wordpress.com website or a free Wix website won’t cost you anything to set up (as long as you don’t use your own domain name and use their free templates).
But (you knew that one was coming!), the free stuff is great … to a point. After that, you are missing out on oodles of opportunities.
Here are 5 ways that a beautifully crafted website can boost you beyond what free can do…
1 Help your crowd
My Facebook page is packed full of tips and advice in posts and videos but if I had a question it is not easy to search and find the answers there. My Instagram videos, posts and stories can be seen, but beyond a few highlights aren’t easy to explore. Youtube hosts videos but for people searching for an answer to their question, it won’t just show your stuff – you are competing for attention.
Designing a website to host all your content is a must if you want to help your crowd. A well-crafted website can guide visitors to the right information and then point them to read more, or sign up to receive more help with a freebie or newsletter, or even buy something! Once they are on your website, they are reading only your stuff – no distractions.
You can not only guide them to buy, but you are helping them find what they need. A good website developer will help you design your customer’s journey through your website.
2. Brand Consistency
This is the part that the free websites really fall down on. Using a pre-made website template means that you are shoehorning your brand into something that wasn’t designed with your business in mind.
At best it can seem disjointed or confusing to people clicking through to the site from your social media as if they have clicked through to the wrong place, at worst it can look unprofessional and put your customers off.
A specially designed for you website will make your brand shine and boost your business, not harm it. A beautifully branded website sends a clear message about the quality of your business, your products and services. A beautifully branded website will be perfectly aligned with your core message and communicate just the right things to help you serve the pants off your crowd.
3. Be discovered
Yup, the free stuff is great for being found on social media but if you don’t have a website you can’t take advantage of boosting your own Search Engine Optimisation (SEO) – you are reliant on algorithms and time-consuming networking. Since 93% of online searches start with a search engine, that is an awful lot of traffic you are missing out on.
Great SEO should be a key part of your website and there are some fantastic tools to make sure each post and page is doing its bit to get you noticed. All that content you have produced can be working away for you in the background, helping new and old customers find what they need and BUY FROM YOU!
4. Make selling easy, make upselling even easier
We are in business to sell things – whether they are physical products, services or teaching, CIC, LTD company or freelancer, we don’t just run a business for the fun of it.
There are lots of ways to sell, a simple paypal link from Facebook, Amazon, Ebay, Etsy, Infusionsoft (Keap now apparently), Teachable etc. But they will charge you commission on sales or require a hefty monthly subscription fee for the service or take people off your platform and breaking up that nice smooth journey to buy. A well-designed website can guide people to buy, all consistently branded up to give your customers confidence in your service.
5. No website is a no no
One of the first things I do when buying anything, particularly but not exclusively, online is to check out the website. If they don’t have a website or if it looks naff, then that is a HUGE turnoff. ‘Proper’ businesses are expected to have a ‘proper’ website and if you don’t then you can’t be a ‘proper’ business – at least, that is the impression we give. Don’t give that impression!
If you are just starting out or are concentrating on getting your bricks and mortar business selling then don’t panic. A little free website built with a free template can be a good way to say hello to online. Getting chatting on social media, networking and building your crowd is more important at this stage and branding up a beautifully crafted website can come later when your message is clearer and your crowd is raring to hear more from you.
My website has been out of action for 11 months! I haven’t looked at it, updated it, or changed it, let alone checked that it was doing anything for me or my business in all that time. There, I said it, I’m a website abandoner. Oh for shame!
Of course, my story over the past year has been a little different to the usual. In fact, it has been turned upside down! Life happened and my daughter has not been in school for an entire year, with the end to our family woes not even near in sight.
As a fellow (female) entrepreneur, I’m sure you recognise that life can swallow up our well-meaning business intentions. As mums, daughters and friends, we can find ourselves derailed by having to focus on being the best mum, daughter or friend we can be. Business can and sometimes is expected to take a back seat.
So I am truly sorry website. You have been unloved and forgotten L But do not weep into your well coded hardware, there is hope on the horizon – I pledge you a revamp. And we’ll start this week. BUT to stop website overwhelm (OH MY GOD, THERE IS SO MUCH TO DO! ITS AWFUL! I HATE IT! SHUT IT DOWN BEFORE SOMEBODY SEES IT!!!) I won’t be redesigning it or rewriting it or relaunching it. I’ll be tweaking and changing and just PAYING ATTENTION to it. Because people can tell when a website is loved and used rather than abandoned and forgotten. And a loved and used website is worth 10 times a beautiful abandoned website.
My quick website overhaul checklist (in 7 easy steps)
Home page overhaul
Is it obvious what this website is about? Is it obvious where I want to guide people to click next? Is it obvious what products I sell?
Is the menu as simple as I can make it? Do all the page names make sense? Is it REALLY easy to find what I am selling? Does it look silly on mobile phones? Do all the links work!!!
Who does this website need to talk to? Do the images do this well? Does the text do this well? Am I using the right words for these people?
All about me overhaul
Does the website still reflect who I am and my experience? Have I included the most recent testimonials / evidence / my experience? Is it easy for people to contact me?
All in the details overhaul
Is it tidy – all images, fonts, sections lining up as they should? Is it tidy on all devices (get out that iphone and check it works on there too!) Is it updated – update those plugins / addons / doodahs (that isn’t a thing)
Get yourself seen overhaul
Actually login to Google Analytics and find out if people are visiting your website and how they are finding you! Make sure all images have alt tags (words that describe the image so search engines know what they are) Make sure each page is relevant and interesting and uses the kinds of words your customers use. Fill out the on-page and on-post SEO plugin prompts (I use Yoast SEO)
Are your listbuilding freebies still relevant? Is it easy to find your freebies? Is it easy to sign up for your freebies? Do your freebie sign up links WORK!
But even before all my ducks are lined up and my widgets are all unwonked, I will be sending people to my website. Because a loved website is also a visited website. It doesn’t want to be a perfect website, just an active one.
So I pledge you this website of mine, my first blog post in way too long. The first of many.
Hint – it’s a website thing and not how many bounces you can do on a space hopper (remember those?) so what’s a bounce rate?
Your website bounce rate shows what visitors to your website are doing. If they generally view one page and then bounce off to a different site then your bounce rate will be high. If they generally move onto another page on your website then your bounce rate will be lower.
And a high bounce rate is??
Over 70% is high 50 – 70% is normal under 50% is low
So… is it bad to have a high bounce rate?
If you have a one-page website then you’d have a very high bounce rate as the bounce rate only shows how many pages they have visited in that session. If you run a magazine type website and want people to spend a long time exploring everything you have to offer then you need a lower bounce rate.
You can also look at each page separately. If some pages have a really high bounce rate you could look to linking in more relevant content to get people to stay on your website.
How do you know what your bounce rate is?
Sign up to google analytics and you can either view your figures online or on your website dashboard using a plugin.