Digital Marketing Blog

AI Next-Gen Marketing: How to Show Up in LLM Searches and Google’s AI Features

powerconcepts@comcast.net (William Power) — Wed, 30 Jul 2025 22:24:30 GMT

Updated August, 16, 2025

When someone wants to find a product, service, or solution, what do they do first? They search online. Search has always been the bridge between customers and businesses, and now, artificial intelligence is rebuilding that bridge.

AI isn’t just enhancing search; it’s changing how people discover and choose brands . Tools like ChatGPT, Perplexity, and Google’s new AI features don’t give users a page of links, they give them answers. If your brand isn’t part of those answers, you’re invisible.

This post explains how AI-driven search is the new marketing battleground, and how you can adapt to stay visible and competitive.

What is Next-Gen AI Marketing and Why Does It Matter?

Traditional marketing has always followed search. We optimize websites so they appear where customers are looking. But with AI, the way people search, and how results are shown, has changed:

Key Differences from Traditional Marketing

Search is conversational. People ask full questions instead of typing “keywords.”
Results are synthesized. AI combines data from multiple sources into one direct answer.
Behavior is predicted. AI anticipates needs before a user even clicks “search.”

This means marketing is no longer just about ranking first, it’s about becoming a trusted source AI chooses to cite. Your marketing strategy must now focus on earning a spot in AI-generated answers .

Optimizing for LLM-Powered Searches (ChatGPT, Perplexity, etc.)

Large Language Models (LLMs) like ChatGPT and Perplexity generate answers by scanning vast amounts of content. They decide what to include based on credibility and relevance , not just keywords.

What This Means for Marketing

Your brand’s visibility in AI search depends on how well your marketing content signals authority . If your content is thin or outdated, AI won’t pull you into its answers, and potential customers will never see you.

Key Steps to Get Found by LLMs

Create deep, connected content that covers your niche comprehensively.
Use structured data (schema) so AI understands what your content represents.
Demonstrate E‑E‑A‑T (Experience, Expertise, Authoritativeness, Trustworthiness) through bios, testimonials, and case studies.
Answer questions conversationally, match how real people search.
Implement llms.txt to guide how AI tools use your site content.
Encourage brand mentions across reputable sites like Reddit and Quora, as well as industry-specific forums to strengthen recognition in AI answers.

Google’s AI Mode, What Marketers Need to Know

Google’s AI Mode is a toggle setting in Search that activates more detailed, AI-generated results for certain queries. It’s part of Google’s push toward generative AI search experiences , and it's designed to give users long-form, AI-powered summaries, sometimes including follow-up prompts or suggested next questions.

Why This Is Crucial for Marketing

AI Mode isn’t just a new feature, it represents a fundamental change in how your customers interact with search. Instead of clicking through a list of websites, users are getting comprehensive answers directly from Google. That shifts where, and how, marketing visibility happens.

For marketers, this means it's not only about who ranks #1. It’s about whose content is trusted and structured well enough for AI to include in its response. That changes your goals from chasing clicks to earning inclusion in AI-powered answers.

When AI Mode is on, visibility hinges on:

Content clarity and structure so AI can easily interpret and summarize your material.
Topical authority and trust signals to prove your brand is a reliable source.
Google Business Profile accuracy for local businesses, where AI Mode heavily relies on GBP data for hours, reviews, services, and more.

In short: AI Mode changes what it means to “show up” in search. Your marketing must now help you become the answer , not just appear next to it.

How to Prepare

Ensure your GBP is fully filled out, accurate, and includes Q&A.
Use clear, structured content with headings and summaries.
Focus on authoritativeness, highlight your experience and customer proof.
Stay current on AI Mode updates, especially as it expands to more users.

Google AI Overviews and Their Impact on Search

Google AI Overviews, part of the Search Generative Experience (SGE), are AI-written summaries that appear at the top of the search results page for certain queries.

These summaries are automatically generated and combine insights from multiple websites to quickly answer a user’s question, often without the user needing to click through to any site.

Why They Matter

High visibility: AI Overviews appear at the top of the page, above standard results.
Brand credibility: If your site is included, even as one of several sources, it builds trust.
Changing click behavior: More users may get what they need from the summary, clicks aren’t guaranteed, but visibility is.

How Google Chooses Sources

AI Overviews pull from multiple trustworthy sources and typically cite 2–3 links beneath the summary. The sources selected are influenced by:

Relevance to the query
Quality and clarity of content
Structured data
Recency (how recently the page was updated)

How to Improve Your Chances of Being Included

Provide clear, well‑structured answers (FAQs, bullet points, question-based headings).
Keep content comprehensive and current so it stays competitive for inclusion.
Use schema markup to help AI interpret your information accurately.
Ensure your website has a mobile‑friendly design and fast loading to improve overall ranking signals.

Google AI Overviews vs. Google AI Mode — What’s the Difference?

AI doesn't eliminate the need for SEO; it transforms the objective. Rather than striving for the top link, your goal now shifts to ensuring that you are included in the summary that catches customers' attention first.

Practical Steps to Get AI-Ready Now

Search and marketing are more intertwined than ever. If AI search is the new front door, your marketing needs to hang the welcome sign. Here’s how:

Audit Your Content: Does it answer customer questions clearly? Is it structured and up-to-date?
Build Authority: Create topic clusters (pillar pages + supporting content) to dominate your niche.
Use llms.txt : Decide what AI can access, boosting visibility for high-value pages.
Write Conversationally: Include FAQs and headings that match how real people ask questions.
Strengthen Trust Signals: Showcase expertise with reviews, testimonials, and credible citations.
Monitor AI Rollouts: Stay updated on Google and LLM changes so your strategy evolves with them.

AI is changing the search game faster than anything before it. From conversational tools like ChatGPT and Perplexity to Google’s AI Mode and Overviews, the old rules of visibility no longer apply.

Monster Mobile Marketing helps brands navigate this shift, not just to keep up, but to lead .

Contact us today for a custom AI marketing strategy built for your business.

Don’t wait for AI to pass you by, get ahead now.

Online Reviews: Why Your Small Business Can't Afford to Ignore Them

Tue, 20 Dec 2022 22:54:34 GMT

The Benefits of Online Reviews for Small Businesses

Online reviews are a vital part of any business’s success, especially for small businesses. Online reviews provide customers with valuable information that can help them make informed decisions about the products or services they purchase. They also give businesses an opportunity to showcase their value and reputation – something that is becoming increasingly important in today’s competitive market. Reviews also serve as a form of social proof, meaning that potential customers are more likely to trust a product or service if it has positive reviews from previous buyers. Customers rely on these reviews to get an honest opinion about a product or service before deciding to buy it – making sure they know what they’re getting and how satisfied others have been with their experience.

Furthermore, online reviews can influence customers’ purchasing decisions significantly. Studies have shown that 88% of consumers trust online customer reviews just as much as personal recommendations from friends and family. Additionally, according to a Bright Local survey, 97% of people read customer ratings and comments when deciding whether to purchase a product or service. Therefore, it’s important for small businesses to put effort into gaining positive online reviews to stand out among the competition and increase conversion rates.

To successfully obtain online customer reviews , small businesses should adopt an attitude of transparency by responding promptly when negative feedback is posted and thanking customers who post positive feedback to show appreciation for their efforts. Additionally, reaching out periodically via email surveys is another great way for small businesses to actively gain customer feedback to improve their services or products based on real consumer insights.

Finally, consider leveraging review platforms such as Google. This is an effective way for local business owners to improve search engine optimization (SEO) rankings while boosting customer confidence in their business by showcasing what people think about them when searching related topics or products/services offered by your business on Google – giving those looking for information the confidence they need to make the right decision when choosing which product or service meets their needs best! Whether you run a large brand or small business, having good online reviews is essential for success – so make sure you prioritize them!

The Importance of a Good UX/UI Web Designer

Wed, 02 Nov 2022 22:38:19 GMT

Your Website is a First Impression to Potential Customers. Don't Let it Fail.

You may have a great product or service, but if your website is hard to navigate or not user-friendly, potential customers are going to look elsewhere. That's why it's important to hire a good UX/UI web designer when creating or updating your small business website. But what exactly is a UX/UI web designer and what can they do for you? Let's take a closer look.

What is a UX/UI Web Designer?

UX stands for User Experience while UI stands for User Interface. A UX/UI web designer designs websites with the goal of creating the best possible experience for the user. They consider things like ease of use, visual appeal, and overall user experience. In other words, they design websites that are not only easy to use but also pleasurable to use.

What Does a UX/UI Web Designer Do?

An good UX/UI web designer will take your vision for your website and turn it into a reality. They will work with you to understand your target audience and develop a website that appeals to them and is easy for them to use. A good UX/UI designer will also understand modern web design trends and how to incorporate them into your website in a way that looks good and makes sense for your business.

Why Should You Hire a UX/UI Designer for Your Website?

Simply put, they will help you create a better website. A website that is well-designed and user-friendly will not only attract more visitors but will also keep them coming back. A UX/UI designer can help you achieve this by turning your vision into reality and ensuring that your target audience has the best possible experience when they visit your site.

Summary

If you're looking to create or update your small business website, hiring a qualified UX/UI web designer is one of the best decisions you can make. They will take your vision and turn it into reality while also keeping your target audience in mind throughout the process. This ensures that not only will more people visit your site but that they'll also enjoy their experience while there and be more likely to come back again in the future. Don't wait - contact us today and let us help you create the perfect website for your business!

Display and Search Advertising: The Perfect Match

Fri, 07 Oct 2022 19:40:10 GMT

The Power of Display and Search Advertising Working Together

As a small business owner, you know that every dollar counts when it comes to your marketing budget. You also know that to be successful, you need to have a comprehensive marketing strategy that reaches your target customer where they are spending most of their time—online. But with so many different options and strategies available, it can be difficult to know where to start. Enter display and search advertising.

When used together, display and search advertising can be powerful tools to reach your target market and grow your business. Here’s a closer look at how these two types of online advertising work and why they work well together.

What is Display Advertising?

Display advertising is a form of online advertising that uses banner ads, images, videos, and other forms of visual marketing to promote a product or service on websites, apps, or social media platforms. Display ads are typically less expensive than other forms of online advertising, such as pay-per-click (PPC) ads and can be an effective way to reach a wide audience.

What is Search Advertising?

Search advertising is a form of online advertising that uses keywords to target potential customers who are actively searching for products or services like those offered by your business. Search ads appear at the top of search engine results pages (SERPs), above the organic results. When someone clicks on a search ad, they are taken directly to the advertiser’s website.

Why Display and Search Advertising Work Well Together

While both display and search advertising can be effective when used alone, they work best when used together as part of an integrated marketing strategy. Here’s why:

Reach a Wider Audience: When you use both display and search ads, you’re able to reach a wider audience with your message. People who see your display ad may not be actively searching for your product or service at that moment, but your ad will plant a seed in their mind that could lead to a future search. Likewise, people who see your search ad may not have heard of your brand before, but the ad gives them a way to learn more about what you offer.

Generate More Leads: Because you’re reaching more people with your message, you’re likely to generate more leads using both display and search ads than you would using either one alone. And more leads mean more opportunities for sales and growth for your business.

Optimize Your Budget: Using both display and search ads allows you to optimize your marketing budget by bidding on keywords that are most relevant to your business while also placing banner ads on websites that attract your target market.

Final Thoughts

If you’re looking for an effective way to reach more people with your online marketing efforts, consider using both display and search advertising. When used together, these two types of online advertising can help you reach a wider audience, generate more leads, and get the most bang for your marketing buck.

10 Copywriting Secrets to Increase Landing Page Conversions

Wed, 27 Apr 2022 19:44:17 GMT

The average conversion rate for a landing page is around 2.35 percent. However, the top 25 percent of websites are converting at a rate of 5.31 percent and above, and you certainly want to make sure that you’re falling into this category.

With that being said, let’s take a look at 10 copywriting secrets to help you boost landing page conversions.

1. Use customer testimonials

It is simply not possible to create content that is as good as what your customer would create. Why? Well, we’re more likely to believe what actual customers have to say than a sales pitch, right? Consider that 85% of people trust online reviews as much as personal recommendations.

2. Test your copy

Testing is imperative for all elements of your online presence, including your copy. A/B testing can help you to optimize your content so you can boost conversions.

3. A killer CTA is a must

All your content should be building up to a highly effective call to action. After all, if you don’t ask, you don’t get.

4. Use numbers and be specific

You are going to be much more persuasive and believable if you are specific. Rather than using adjectives like “amazing” or “incredible,” prove that this is the case with facts and figures.

5. Perfect your USP (Unique Selling Proposition)

There is a reason why people purchase your products. What you are selling must enhance their life in a certain way. Therefore, you need to refine your unique value proposition. This should be a short sentence or phrase that is used as the sub-header or headline for your landing page.

6. Write like a human

There is nothing worse than stumbling on a piece of content that is stuffed with keywords and has clearly been written for a search engine.

7. Keep it simple

There is no need to complicate things with technical jargon or over-descriptive language. Remember, you’re not selling your writing skills - you are selling the product or service the company provides. Simplicity sells!

8. Create a striking and effective headline

When you land on a page, the first thing you notice is the headline. If the headline is boring and doesn’t engage the viewer, they won’t read the rest of what is on the page. It is as simple as that!

9. Emphasize the benefits of the service or product

People want to know how your product or service is going to benefit their life. They already know what they are searching for. They know the solution, so what they need to know is why your solution is the best!

10. Control flow and cadence

Every line of copy needs to drive the desired action and sustain attention. Flow and cadence, consequently, are critical in achieving these objectives. Mix structures and sentence lengths, and vary the depth at which ideas are expanded on.

Final Thoughts

By following these simple tips, you can write copy for your landing page that will convert your website visitors into customers. Remember to keep things concise and easy to read, focus on the benefits of using your product or service, and use clear and persuasive language throughout your copy.

Questions or comments? Feel free to contact us .

Digital Marketing vs Digital Advertising - Is there a difference?

Sun, 07 Nov 2021 20:09:41 GMT

There’s little surprise that people tend to view digital marketing and digital advertising as one and the same. After all, the terms are often used interchangeably, even by marketing professionals. However, while they do overlap, there are also some key differences to be aware of, especially if you’re running a business. In this blog, we’re going to run through the ins and outs of each term, including what they are, how they’re similar/different to one another, which one you need, and more.

What is Digital Marketing?

Simply put, digital marketing is essentially any type of marketing that takes place online. So, the better question is perhaps to ask, what’s marketing? Well, that’s easy (ish): it’s the act of selling or promoting products and services. So, if we throw the word ‘digital’ in front of marketing, what we get is the online version. Marketing has been around for a long time; the rise of digital marketing and content marketing coincided with the rise of the internet.

What Is Digital Advertising?

Digital advertising is an advert that appears online. To break it down even further, it’s the act of transmitting messages to a target audience via the internet. If it’s an advert, and it’s on the internet, then it’s digital advertising. You’ll have seen ads yourself during your own internet use. Digital advertising takes many shapes; it could involve programmatic display advertising , streaming TV advertising, pre-roll video advertising, press release, PPC ads, and more.

Where They Overlap, Where They Differ

As I said at the beginning of the article, these two terms are often used interchangeably because they overlap in so many areas. At the most basic level, they both exist to bring more customers on board and push the company forward. But it’s important to break things down a little further.

It’s best to think of digital advertising as an element of digital marketing. Marketing is the whole picture. Advertising is a part of the picture.

Your digital marketing will involve a long-term strategy that will push the company towards a specific goal. Advertising is just one of the methods that you can use to reach that goal.

They differ in tone, too. Advertising is direct and (hopefully) unavoidable; digital marketing is subtle and gentler. It comes from the core of the brand; in fact, it can be thought to be the engine behind the brand.

Which One Do You Need?

There’s little value in choosing one over the other. Digital marketing needs digital advertising to be successful, and vice versa. Running an ad without thinking of the marketing element would probably result in an unsuccessful ad. Without advertising, you’d lose a key tool to communicate your digital marketing.

Final Thoughts

There are similarities and differences between digital marketing and digital advertising. Make both a part of your company’s development , and you’ll see better results.

SEO Explained: Unlock Business Growth with Monster Mobile Marketing

Fri, 27 Aug 2021 06:10:25 GMT

What exactly is SEO?

SEO is a marketing method, which utilizes the power and reach of search engines to enable businesses and brands to attract customers. The aim of SEO is to improve your search engine ranking so that your website, links, or content appear at the top of page 1 when a web user conducts an online search. SEO makes your site more visible and it can help businesses to create high-quality leads.

What are the benefits of SEO for businesses?

The primary benefit of SEO for businesses is the ability to capture and entice new customers through improving organic search rankings. When a web user inputs keywords or terms into a search engine, brands that sell relevant products and services have an opportunity to connect with prospective customers. To understand the potential of an effective, tailored SEO strategy, it’s beneficial to look at some key statistics:

68% of online activity now originates on search engines ( source ).
Google processes more than 60,000 searches per second.
88% of smartphone users will visit or contact a business within 24 hours of conducting a local search.
The number of local searches (for example, near me, close by) has increased by over 900% since 2016.
Organic search is the main driver of web traffic , accounting for over 50% of site visits.

Studies suggest that search engines are increasingly influential, with almost 90% of consumers using a search engine to inform decision-making.

Additional benefits include:

Higher CTR and ROI than other digital marketing methods: SEO drives over 1000% more organic traffic than social media ( source ).
Accessibility: SEO enables businesses to reach much wider audiences and connect with new customers all over the world due to the popularity and reach of search engines .

Designing a solid SEO strategy.

An SEO strategy is a plan devised to increase traffic, enhance visibility, create leads and gain a competitive advantage. SEO strategies should be tailored to target the brand’s ideal customer and direct web users towards relevant content. If you don’t have expertise in digital marketing, it’s wise to consider joining forces with a marketing agency that specializes in SEO to create a solid, comprehensive strategy to get your business noticed online. Campaigns should deliver on key performance objectives. Once your SEO strategy is up and running, it’s beneficial to analyze, monitor and evaluate data to track performance and address weaknesses.

Do I need professional SEO services?

SEO has the potential to send sales soaring and help brands to make a splash and expand their client base, but it is not guaranteed to work. Working with experienced, professional SEO agencies in New Baltimore, MI is an effective means of boosting your chances of capitalizing on the scope of SEO and putting your business firmly on the map.

Summary

Search engine optimization is a marketing technique, which aims to boost organic search ranking to enable businesses to increase sales, connect with new customers and enhance their online profile. Search engines process more than 5 billion searches per day, with a growing number focused on local businesses and services. If you’re on a mission to expand your client base, supercharge sales and get your company noticed, why not find out more about professional SEO services ?

10 Tell-Tale Signs You Need a New Website

Sat, 28 Nov 2020 07:10:25 GMT

A solid website should be a key component of any successful brand’s digital presence. Is it time for your business to get a new one?

A good website is the bread and butter of any business that wants to get noticed. Nowadays, if you don’t have a strong digital presence, your business is going to suffer.

Even if you already have a website, is it as good as it could - or should - be? Are you getting plenty of hits and visitors? How is your ROI from those who do check out your site? If you’re not impressed by those stats, you might consider creating a new site from the ground up.

But, how can you tell it’s time to get a new website? Let’s go over a few tell-tale signs.

1. High Bounce Rate

Are people clicking onto your site only to be directed somewhere else? If that’s the case, there’s a serious problem with your host. Chances are, they won’t be giving your site another chance when they can look elsewhere just as quickly.

2. It’s Not Mobile-Friendly

Did you know that over 2 billion people only access the Internet on their phones? If your site is only built for desktop use, you’re missing out on a huge audience. Your website needs to be optimized for mobile, or those using their phones to browse won’t be able to view it the way it should be seen.

3. It’s Unappealing

It’s probably hard to criticize your own website. But, you know what looks good and what doesn’t. If you were browsing your site as a potential consumer, what would you think? It could be time to swallow your pride and admit that your website simply doesn’t look good and needs an upgrade.

4. The Speed is Slow

The average person will only spend a few seconds on a website before clicking somewhere else if it doesn’t work. If they click onto your site from a search engine and it takes longer than five seconds for the homepage to load, expect them to go elsewhere. We live in a fast-paced society, and people expect websites to load just as quickly.

5. It’s Hard to Navigate

Who wants to spend unnecessary time trying to work through banners and buttons to find what they’re looking for on a website? If your site isn’t clean, easy to understand, and even easier to navigate, it’s time to declutter or start over.

6. It Doesn’t Rank Well

Google may change their algorithms from time to time, but if your site consistently isn’t ranking well, it’s a sign of a problem. It could simply be outdated, or the content isn’t being utilized properly. Even if you don’t know exactly what the issue is, if it’s ranking low you should be making changes.

7. You’ve Change Your Branding

If your current branding doesn’t reflect what is on your website, it’s definitely time for a change. It is very important to be as consistent as possible with your brand. Since your website will often be a first impression for your business, it should be a major point of focus in explaining what your brand is and what you represent.

8. You Don’t Have the Right Security

Far too many outdated websites are constantly at risk because they don’t have strong enough security. If your website doesn’t have an SSL certificate, you could be risking the information of your visitors. SSL stands for Secure Sockets Layer. SSL encryption refers to the keys used to encrypt data from your website. One of the keys is public and can be sent out from one device to another. The other is private or secret, only meant for one recipient. SSL encryption is important for any website to keep your visitors safe, but it’s especially important for e-commerce sites.

9. It Isn’t Consistent

Do you find that sometimes your website works, and sometimes it doesn’t? Or, do some pages look different or give off a different vibe? Consistency is incredibly important, especially when you’re trying to build a brand. Whether it’s a problem with your host or your design, if you can’t find that consistency people won’t take you seriously and you’ll lose credibility.

10. It’s Been More Than 3 Years

Can you remember the last time your website was updated? If it’s been more than three years, it’s best to start from scratch and build a new one that reflects where your business is, currently. After that, make sure you’re updating it frequently with fresh content.

There’s nothing wrong with admitting you need a new website. If it’s time and you’re ready to make positive changes to your site that will boost your digital marketing and SEO capabilities, feel free to contact us for more information today.

5 Ways to Boost Your Business & Digital Presence During Coronavirus

Sat, 21 Mar 2020 06:10:25 GMT

Now Is The Time To Be Proactive.

The coronavirus is affecting businesses of all sizes all over the world. Fewer people are traveling, in-store traffic has come to a halt, and events of all kinds have been canceled.

However, there are steps you can take to improve and expand your digital presence that may help mitigate the fallout in this challenging time.

Here are 5 steps we recommend:

Prepare for more online transactions

As physical visits to stores and business locations decline, a strong eCommerce solution provides an additional source of revenue
We can create an omni-channel eCommerce presence with an online store customers can access through your website, Facebook page and more

Prepare your website

Display messaging on your homepage about any service changes
Add features for scheduling (or rescheduling) in-person appointments
Add online payment and online transaction capabilities to existing websites

Create more digital content

Since you may not see your customers in-person as much, it’s important to remind them you’re still around and ready for their business. Create a variety of materials that will keep you top of mind with your customers, including:

Blog Posts
Update Videos
Newsletters
Webinars

Engage more on social media

During an ongoing event like coronavirus, social media is one of your best tools for keeping your customers updated with the latest news from your business. Through social media monitoring you may also pick up on unique opportunities your business has to accommodate your customers’ needs during this challenging time.

Consider Larger Projects

If you’ve recently thought about large scale changes to your website or online presence, now may be the ideal time to make them. This way when customers are ready to return, your digital presence is fresh and ready to convert more customers than ever.

Key Project Ideas:

Website redesign
SEO improvements
Security, accessibility & privacy

Does this seem overwhelming? We are here to help! Contact us today.

Critical Website Mistakes to Avoid in Your Business

Sat, 29 Feb 2020 00:23:13 GMT

Planning, designing, and maintaining a business website is one of the first steps companies make in their quest to utilize the internet as a profit-booster. While this is great, many of them are making some huge mistakes that could cost them a lot of money and missed opportunities over time. In this article, we will discuss some potentially harmful website mistakes that you should avoid if you really want it to play a role in sending more local leads, sales, and profits to your small business.

Mistake #1: Having an Unprofessional Website

When people visit your website, that first impression matters a lot. Therefore, it is crucial that your website is visually appealing and has all of the necessary built in tools to help you get more local customers. It is also important that your website loads quickly and is easy for visitors to find the information they need. For instance, some of the most common website problems are confusing layouts, loud colors, too large/too small fonts, slow loading times, lack of relevant content, and difficult navigation. Also be careful about using Flash and music on your website unless it is absolutely necessary for your marketing goals. Otherwise, they could turn some visitors off completely and cause them to leave your site immediately.

Mistake #2: Having a Confusing Navigation Structure

When a potential customer lands on your website, the last thing they want is “wonder” where they should go to find the information they need. It should be clear – there’s no time to leave them guessing because they may just turn around and leave. However, many companies still have confusing navigation structures that cause them to lose visitors. As a general rule of thumb, make sure your navigation menu is clearly visible and contains the most important links that your visitors would be looking for. If possible, avoid having drop-down menus on your navigation menu as this can be somewhat confusing for some internet users.

Mistake #3: Trying to Build Your Own Website

Some business owners use free website builders to create their company websites. While this is better than not having a website at all, it should definitely be a short-term solution. Many business owners who attempt to build their own websites neglect some very critical pieces of the puzzle, which can be expected. Unless you have extensive knowledge and training on building websites, this may not be the route you want to go if you really want your website to be profitable. Some companies find it best to hire a professional website designer and/or marketing consultant to handle this process. Not only can they make professional recommendations, but they can help you plan, design, and build the perfect site for your type of business.

Mistake #4: Not Capturing Visitors’ Email Addresses

Many businesses still do not have an email capture form on their website, which is like waving hello to a potential customer and then watching them turn around and walk out the door. While you have visitors on your website, why not capture their email addresses so you can follow-up with them? Doing so will give you an instant connection with your visitors that will allow you to build an ongoing relationship with them via email. Capturing email addresses is not as difficult as you may think; as long as you offer visitors something of value for opting-in, most people do not mind giving up their email addresses. This could be a free report related to your industry, a discount or coupon on your product or service, access to your newsletter, or anything that your target audience would find irresistible.

Mistake #5: Asking for Too Much Info on Email-Opt in Form

Some companies that do capture email addresses on their website tend to ask for too much information; first name, last name, home address, phone number, email address… all of that is just too much. This could turn someone off immediately because they’re usually not willing to give up all of those details. In fact, the first name and email address are good enough and have shown to be more effective than the longer, more detailed opt-in forms.

Mistake #6: Not Having a Call-to-Action, Address or Contact Info on the Home Page

You only have a few seconds to capture the attention of your website visitors; so your website needs to be equipped to handle the job. Usually, most website visitors land on your home page first. However, many businesses do not have their contact information anywhere on the home page. Many mistakenly think that having their phone number and address on the “Contact Us” page is good enough, but it’s not. Let’s say a potential customer lands on your home page because they’re looking for a local business that can provide what you have to offer. But when they get to your home page, all they want to do is find your phone number so they can give you a call – but there’s no phone number.

Now they have two choices:

1. Continue to hunt around your website for your phone number

2. Leave and go to one of your competitors’ websites

Which one do you think most people choose? You would “hope” they choose to search your site for your phone number. But in reality, most people simply hit the “back” button and move on. Also, not having a strong, clear call-to-action on your home page is another costly mistake. If you want your website visitors to do something, such as call you, email you, or come to see you, “tell them to do it.” Calls-to-action have proven to boost conversion rates all over the marketing world. Therefore, not using them is just another missed opportunity for you to drive more sales to your business.

Mistake #7: Not Using Images and Graphics on Your Website

Pictures and graphics speak so much louder than words. People today are extremely “visual” and graphics help you get your messages across more quickly and effectively than words alone. Most people don’t like to read a lot of long, drawn-out website content. So graphics and images will help you break up the content on your website, as well as keep your visitors engaged and informed at the same time.

Mistake #8: Not Adding Fresh, New Content to Your Website

If you want higher search engine rankings, fresh, new content is one way to get it. Stagnant websites do not cut it any longer when it comes establishing a strong online presence. The search engines are constantly roaming sites and those with the most recent relevant content wins the race. This includes the “social media factor” as well, which also plays a huge role in website rankings. Good, relevant content is not only appealing to the search engines, but it’s also appealing to your customers and potential customers. Posting consistent content gives them a reason to come back to your site from time to time and get the information they crave related to your particular industry. So try to keep the content flowing, which should help keep your visitors flocking to your site.

Mistake #9: Having Long Pages of Content

People today are on the hunt for quick, easy information. They do not have the patience to read paragraphs and paragraphs of content – especially when they’re looking for a local business that can provide what they’re looking for. Excessive page scrolling can be a complete turn-off for most website visitors; yet, many businesses are still loading their sites up with long pages of content. Instead of trying to squeeze everything in on one page, break up the content into different topics and post them on different pages or blog posts. This will help your visitors find what they need more quickly. Also, layout your content in a way that visitors can easily scan it and get the information they need. Use bullet points, headlines, or anything else that will help your readers consume your content quickly and effortlessly.

Mistake #10: Making the Home Page All About “Your Business”

Yes, it’s true that most consumers feel more comfortable doing business with reputable companies with a long track record of success. However, many companies make the mistake of putting all of their “About Us” information right on the home page.

Some of them write a full page all about how they started their business, their company goals, their credentials, etc. This is all great information, but the home page is not the best place for it. When local consumers are looking for local products and services, what they really want to see on the home page is content that talks about how you can help “them.” So instead of making your home page all about your company, make it about “your target market. "Talk about the “pains, needs, or wants” that your target audience may have, followed by the “solutions” your business can offer.

Mistake #11: Having Spelling and Grammatical Errors

Your website is a virtual representation of your business. If it is filled with spelling and grammatical errors, it could potentially turn-off your visitors. Many people will associate your site’s overall level of “professionalism” with the quality of your product or service – even if there is no direct correlation. However, many businesses neglect to proof-read their website content before posting it. This could put a negative light on their brand and impact their ability to generate new customers and potential partnerships. Therefore, to ensure that your first impression is a good one, thoroughly proof-read and edit your content appropriately before posting it on your website.

Mistake #12: Not Making Clickable Links Visible

Sometimes, businesses incorporate links into their website content to help visitors find their way to different pages on their sites – as well as pages off of their sites. This is great. However, many companies fail to make their links “noticeable,” which means some of their website visitors will overlook them. If you add links to your website content, make them stand out so your visitors know that they’re clickable. For instance, you can make them a different color, make them bold, or underline them so they are easily identifiable as “clickable.” On the flip side, avoid using colors, bold font, or underlines for your regular, non-linked text. This is so you don’t confuse visitors as they may think this text is actually a clickable link when it’s not.

Mistake #13: Not Optimizing Your Website for Mobile Users

A large portion of internet traffic now comes from mobile devices, which means your business is probably getting a lot of hits to your website from mobile users. But what happens when they get there? Are they presented with a nice, mobile-friendly website that they can quickly view and move around? Or are they presented with a slow-loading, jumbled website that is impossible to navigate or find what they need? Most of the time, they’re simply looking for an address or phone number; but websites that are not mobile-optimized usually have a problem delivering that simple information - which is extremely frustrating for users. It may be hard to believe, but many businesses still haven’t taken the time to mobilize their websites. This is a huge profit leak that could be costing you a lot of money. If users are unable to view your website while on-the-go from their mobile phones, they are likely to move on to one of your competitors that has a mobile-friendly website.

Mistake #14: Not Implementing Social Media

Chances are that you’ve heard about the social media craze of today… Websites such as Facebook, Twitter, LinkedIn, Google+, and YouTube are taking over the internet. People flock to these sites on a daily basis to socialize with friends, family members, and businesses. Although some companies are starting to see the value in marketing via social media, many of them have yet to connect their website visitors with their social media profiles. In other words, their websites do not have links to their social media pages, which is a costly mistake for several reasons. The end goal of using social media in business marketing is to build a large following of consumers; so companies should make a point to tell the world to connect with them and follow them via social media In order to accomplish this goal, you should put links to your social media pages everywhere – this includes placing a link to your social media pages on your website, on your blog, and in your emails. You should also incorporate this practice into your traditional advertising methods as well, such as your TV ads, newspaper ads, direct mail letters, etc.

Mistake #15: Not Doing “On-Page” Search Engine Optimization

Search engine optimization consists of several factors, such as on-page and off-page optimization. However, many business websites today have no form of “on-page” optimization built-in. This means that their websites are not structured to help them get better search engine rankings and more visibility from local consumers. Without on-page optimization, your website has no “focus” as far as the search engines are concerned, making it harder to rank your website for relevant terms. On-page optimization helps the search engines easily see what your business is about so they can easily place your website in the proper ranking spots in relevance to your competitors.

Mistake #16: Not Monitoring and Tracking Website Statistics

Many companies today invest a lot of time and energy into building their websites. But after that, they have no idea how the website is doing in terms of traffic and conversions… and that’s because they are blind to what is going on behind the scene. Monitoring your website’s performance is a vital piece of maintaining and improving your overall online presence. If you do not know how much traffic you’re getting or how well your website is converting into more customers, you’re missing a huge piece of the puzzle. Only when you have a grip on this information can you take steps to make sure your website is truly working for your business instead of just costing you money.

Mistake #17: Not Clearly Listing Your Products and/or Services

Most of your website visitors come there for one thing – and that’s to see what you can do for them. If they’re unable to see that information right away, they will probably leave your site within seconds. Many business owners make the mistake of not listing their products and services visibly on their websites. In a nutshell, your site needs to show them why they should stick around – and do it fast. A great way to do so is to make it easy to find your product or service list so they can tell right away if your business is what they’re looking for. Being able to immediately capture the attention of your website visitors is crucial if you want to keep them around longer. If your visitors cannot see what you have to offer shortly after hitting your site, they will assume that you do not offer what they want or need and move on to one of your close competitors instead.

Mistake #18: Not Having a Website at All

Yes, it’s true… many small businesses still do not have a website. A website represents your business on the World Wide Web and without one, you’re non-existent there.

We help local businesses in the area analyze their mobile marketing efforts, as well as develop websites that help them build better customer relationships. If you would like more information about how mobile marketing can increase your bottom line, contact us at (586) 231-2323 for a free consultation.

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