I have an embarrassing fondness for Dad jokes and general nerd humor.
Also, web developers hate bugs and spiders and spiders eat bugs so… professional courtesy!
“An egotist is someone who wants to talk about themselves instead of about me.” — Ambrose Bierce
Since we tend to write alone it’s sometimes hard to remember our readers have their own ideas, intentions, wants and needs. When we forget this we’ll tend to write in terms of our wants, needs, insecurities, and interests. But as business bloggers (or any blogger for that matter) we’ll always be more successful if think instead about what our readers are thinking.
While of course we welcome readers or clients from everywhere, it turns out the most effective way to reach everybody is to write with one audience member in mind. Not because you only want to reach that one person but because it helps you focus your own writing.
Here’s an awesome checklist to help build a mental picture of who you’re writing for. It’s from Nick Schäferhoff of Torque Magazine from a larger post called Why and How to create a Content Style Guide for Your WordPress Blog
Define Your Target Audience
As mentioned, like pretty much everything on your site, the content is aimed at connecting with your audience. Of course, this is much easier, if you know who they are. So, in order to write a blog style guide, this is a good place to start.
Marketing Persona Template
Here is a short template for creating a customer persona:
Name – In order to distinguish your different personas
- Size and type of company as well as the industry they work in
- Job description and details about their role
- Responsibilities and people they answer to
- Age – Are your ideal visitors teenagers, twenty-somethings, or silver surfers?
- Gender – Does your topic or product appeal more to a male, female, straight,
LGBTQ, etc. demographic
- Income – Think of this also in terms of buying power
- Education – Also think about this in terms of computer literacy
- Family – What other roles do they fulfill, such as parents, grandparents, etc?
- Hobbies – How do they like to spend their free time?
- Interests – Blogs they read, where they get their news and so on
Goals and Challenges
- What are their life goals
- What challenges are they facing on the way?
- How can you help?
Values and Fears
- What is important to them?
- What keeps them up at night?
Even if you’re not a full-time professional blogger Nick’s entire post is worth a read since the real intention behind a blogging “style guide” is to hone your… well… blogging style. But an extra bonus for business website owners is that this and other exercises in the post can help with your marketing decisions, your customer care decisions, your product design decisions, and of course your personal interactions with your clients.
We’ve added Cloudways to our list of recommended products and services.
We’re a little late to the VPS market as most of our small-business clients don’t need the kind of horsepower you can get with a good VPS. And to be honest, until fairly recently managing your own VPS involved considerable system-administration skills — something we rarely see in non-technical professions. That’s where Cloudways comes in! They take care of the nuts and bolts server security and management tasks!
Another cool thing about them? Since they’re only managing servers you can sign up with a healthy array of very powerful world-wide cloud-service providers like Digital Ocean, Amazon Web Services, Linode and Vultr, and Google CloudPlatform! Unlike smaller and shared-hosting services that can “run out of room” as your business grows, with Cloudways you can scale your website to handle truly gigantic traffic.
Check out Cloudways managed hosting: our affiliate link (small commission, no price difference) or direct link (no commission, we still recommend them.)
Every year SignalReview runs a series of long-term benchmark tests on a wide array of hosting companies, ranging from bottom-of-the-barrel shared hosting to very high-end enterprise hosting. I particularly appreciate this in-depth review because so many others focus entirely on the bottom-of-the-barrel, cheapest offerings from every provider. That might be fine for hobby, personal, or maybe HTML-only site owners who don’t really care about losing visitors to slow performance or losing ratings from search engines. But cheap commodity shared hosting is almost always a bad idea for businesses.
Most of our clients will be interested in the results for the $25/month and less tier. Inexpensive doesn’t have to mean “cheap.” And some of these inexpensive offerings perform very well.
It was good to see a lot of our favorites do well, and good to get confirmation about some of the stinkers out there. (Sometimes “cheap” doesn’t mean inexpensive either!)
It was also good to see some new entries. Over the next few months we’ll be reviewing some of these and adjusting our own recommendations accordingly.
I can’t say how cleaners feel about cleaning ink-stained shirts to be honest, but we love fixing websites. Broken or misbehaving or just plain old websites are like the world’s best puzzle.
I’ve been washing and drying my own clothes for a very long time. But I can still make rookie mistakes. Like this weekend when I decided alllll my shirts needed washing, even my clean ones, needed washing to freshen them up. Which would have been a brilliant idea if… I hadn’t left a pen in one of the pockets! Yikes! (If you see me wearing old farmer flannels or loud Hawaiian shirts this week and wonder why…)
Sometimes us do-it-yourselfers make mistakes that are really hard for non-professionals to correct. Like leaving pens in the laundry or breaking their website. Mistakes like that are often easy cleanups for professionals though, not because they’re better or smarter than you but because they’ve got the experience and tools to do it with.
The cleaners down the street aren’t going to call me an idiot when I bring (all) my shirts in after my inky disaster. Things like that happen. They understand. And they’ll easily fix it for me for way less than it would cost to replace all my shirts.
For the same reason I never call someone an idiot if their website breaks while they’re working on it. And they’re almost always easy for us to fix, also for far less than it would cost to replace the website!
We’ve got the tools and knowledge to fix websites, from really simple fixes like clearing up an alarmingly permanent “Briefly unavailable for scheduled maintenance. Check back in a minute” notice when you tried an update all the way up to (and sometimes even including!) accidentally deleting your entire website or database!
If you or someone you care about wakes up to a broken website that’s an idea client for us. Give us a call or send them an email introduction to us. We’d love to help.
It’s not a good idea to stream audio or video directly from your WordPress website. Especially on shared hosting. Uploading may be easy for you but can be glitchy for your users, and costly for mobile users on limited data plans.
On a Facebook group for new WordPress users someone asked
“Generic Website questions pertaining to downloads – so i have a series of video and audio and transcripts for sermons on my site – do people download much to their phones – instead of watching it online – why would they download it to their phone? I’m an old man i guess and I’ve never downloaded to my phone unless it was an app – other than that ??? thoughts…”
Relatively few people download raw video or audio to a folder on their phones. Some do but usually they’ll use an app for that — a music player like iTunes, a podcast app, etc.
Those who do download files have two main reasons.
- So they can listen or watch when they’re offline or when they have really expensive data plans.
- When their bandwidth or streaming quality is really low.
The second can happen when your phone signal is really low, but it can also happen when a website author uploads the audio or (especially) video files directly into their shared-hosting website (their WordPress media library, for instance) instead of uploading it to a streaming service (e.g. YouTube, SoundCloud, Vimeo) or just high-volume cloud storage (e.g. Amazon Web Services.)
The problem is that shared hosting often can’t stream fast enough to avoid glitching when more than one visitor is streaming at once. And unlike video streaming services that will radically compress and buffer video for phones and other low-resolution or low-bandwidth devices, if you upload a 4K video your site it will struggle to stream the entire 4K video even though the user’s phone may only be 400 pixels wide! (In other words, streaming audio or video from your shared-hosting server can waste huge chunks of a user’s data plan.)
In those circumstances users wait till they’re on WiFi and download to watch or listen may be the only reasonable choice.
Incidentally, while they may not actively block you most shared hosting plans say right up front that their servers don’t support streaming audio or video.
Bottom line: use a 3rd-party streaming service if you want to share streaming content on your average WordPress website.
Extra bonus points: While this isn’t strictly related to performance, most SEO experts will remind you that YouTube is the #2 search engine in the world after Google! For better or worse that makes uploading your videos to YouTube and embedding them on your own site can double your exposure. That plus any references or links you add to your video or captions create inbound links to the rest of your site.
In one of the Facebook groups for WordPress developers I follow someone asked: “Question what is the average charge or cost to a customer to build them a real estate web site?” And someone answered: “Anywhere from $1500 to $100,000.” That was not a flippant answer. Here’s why.
I happen to be working on this question at the moment. I’ve been approached by a senior Realtor who’s mentoring younger ones. He’s asked if I could put together a reasonably priced package for new Realtors with a simple, streamlined plan and timeline. Not cheap, not cookie-cutter, but not high-stress for the Realtor either.
I can tell you that the base price for a five page site with standard back-end provisioning would be cheeeeep! You can build a five-page site in about the same time it takes to put together an IKEA Billy bookshelf!
The trick for a website, like the trick with a book shelf, isn’t how you put it together, it’s what you put IN it.
Photos. Writing. Testimonials. Service area marketing and market research. A carefully curated portfolio of properties sold (to appeal to sellers) and clear message of value, trust, and differentiation (not properties!) to get buyers to call.
That second part? Knowing and gathering what to put in the website? That part ISN’T cheap. At all! But unless there are fewer than maybe 10 Realtors in a town, if you don’t have that second part then the cheapest ThemeForest demo-ware site (with the typical full front-page MLS/IDX listings to send your visitors to other brokers’ listings!) is just gonna waste your time and the Realtor’s time and money.
I’m going to say the actual WordPress + theme + plugin component should be no more than a third and maybe only a fifth of the total cost compared to market research, written content with clear calls to action, graphic design and elements acquisition, business coaching, and especially photography, and videography. And that’s just the stuff that has to happen before the site goes online — a successful Realtor’s site will need consistent content updates as the market changes, portfolio updates, and new blog posts to help capture seasonal, regional, and economic changes in their market.
A multi-agent real-estate company site is a different question. MLS/IDX makes sense for that, for instance. But unless it’s for a seriously small town in a pretty depressed market you wouldn’t use a ThemeForest theme for that either — you’d be talking real money!
That’s why the first comment on that Facebook group isn’t as flippant as it sounds…
The popular A2Hosting company is struggling with a ransomware attack that’s knocked quite a few of their Windows-server clients offline. While we’ve recommended A2Hosting to some of our WordPress clients we direct them to Linux hosting so they’re unlikely to have been affected by this attack.
Ugh! Ransomware is a serious problem for smaller ISPs and hosting providers. I’ve briefly mentioned ransomware before, but a few years ago one of my clients’ small local host went down, taking literally their entire enterprise with it. The owners of the hosting company literally couldn’t afford the ransom — it was multiple times their annual revenue — so they just gave up. My client and every other client of the hosting company was simply gone — no on-site backups, no access to DNS records, domain registrations, email, archives, NOTHING! My client’s online presence had completely disappeared!
And as we all know, ransomware exploits typically wait 3-6 months after infection before performing a lockout to ensure that all reasonable backups are also toast.
This wasn’t one of my maintenance clients but I did occasional work for them and always make and retain my own backups. And their IT service had backups of all their email. But it took days to re-acquire their domain from ICANN and get them back online with a new (not-so-small) hosting company.
Kind of daunting to realize a company as large and generally savvy as A2 is also vulnerable!
All the more reason every business website owner should
- Register your domain with one company
- Host your email with a different company (probably Google or Microsoft or someone else REALLY big.)
- Host your website with a third company
- Make and keep offsite, isolated backups out the wazoo, including backups of your DNS settings, FTP/SFTP paths, etc.
- DON’T rely solely on 30-day backup schemes, not from your host and not even from 3rd-party backup providers.
A friend in the local WordPress Slack channel cited a recent post on the tech site Ad Age and added “in case you haven’t heard – California’s new “Consumer Privacy Act” (‘GDPR’) law goes into effect January 2020. Clients should start taking their Privacy Policies more seriously. Fines of $750/privacy violation + AG can sue for $7,500 for each ‘intentional’ violation.”
Marketers and tech companies confront California’s version of GDPR
California passes digital privacy law similar to the GDPR and yes, every brand, agency and tech company under the sun will be impacted
Ad Age, Jun 29th, 2018
As I used to tell my children, take three deep breaths. No, every brand, agency, and tech company under the sun probably won’t be “impacted” by California’s Consumer Privacy Act.
Observation #1 from the GDPR thing: lawyers made it sound way scarier than it actually was. That’s not knocking lawyers, but their job is to ensure zero liability for clients even if it costs them infinite billable hours
Observation #2 from the GDPR thing: virtually nobody cares — to the best of my knowledge no one’s ever used GDPR to sue anyone except maybe Google and Facebook under GDPR, and those people were suing them anyway.
Observation #3 from the GDPR thing: In a timely manner WordPress developers added features for GDPR compliance (stating your policy, right to see what the site “knows” about you, right to remove that stuff) are common courtesy and good user hygiene anyway.)
Observation #4 about the new CCPA: Most of what you’re going to see will be written by lawyers, who’ll take the worst possible cases to heart. If it’s actually a big deal then a plugin and/or WordPress core will deal with it. Otherwise if a site is generally GDPR compliant it’ll be CCPA compliant too.
Observation #5 Unless you cough up a massive data breach that exposes sensitive user data (that you shouldn’t be storing on a WordPress site anyway) you’re probably going to be fine.
Bottom line this is another one of those chicken-little situations where as long as you’re doing the reasonable things to protect user privacy (and it’s not actually that hard to do) then complying with user privacy regulations isn’t that big a deal.
Here’s why you’re probably better off with a small firm the specializes in websites than hiring a large marketing firm that builds websites “on the side.”
Brief local history lesson: In Washington State in the 1980s, a rural water district approached a large, prominent engineering firm to design a very small dam across a very small stream to help control minor spring flooding. The engineering firm asked for and received several million dollars and, after much measuring, surveying, and quite a few months they delivered a plan for a 50-foot high concrete hydroelectric dam. One that in today’s dollars would cost perhaps $100 million. Then or now the amount was higher than the total assessed value of all the property in the district! Bonus points: the flow of the stream was so low they estimated it would take four years to fill the reservoir behind it and even then it would only generate electricity a few months out of the year.
The district approached a smaller firm that put together a plan for a 10-foot dam that a) controlled flooding, b) cost just a few hundred thousand dollars. Oh, and c) even had a low-head hydroelectric generator that would work year round.
The district had paid the original firm nearly ten times more for unworkable plans than they paid the other firm to design and build what they’d actually wanted and needed.
While I’m not knocking the large engineering firm for demanding millions of dollars to design something they were used to building, I do knock them for not designing the dam their clients actually wanted and needed.
Which brings me to this headline from the tech news website TheRegister
Accenture sued over website redesign so bad it Hertz: Car hire biz demands $32m+ for ‘defective’ cyber-revamp
Rental firm fuming after consultancy ‘never delivered a functional site or mobile app’
By Kieren McCarthy in San Francisco 23 Apr 2019 at 21:12
While I’m not knocking Accenture for demanding forty odd million dollars for a website I am going to knock them for not even bothering to make the site work on mobile devices. Ok, actually I am knocking Accenture. Forty million smackers is a heck of a lot of money for a $%!#% website!!!
Just to be clear, I’m not saying Hertz should have hired us to rebuild their enterprise website either.
Both the local water district and Hertz’s cases the projects they needed completed were far below the scope and scale of the companies they hired. The engineering firm was used to bidding billion dollar public works. Accenture (an accounting, management, and “professional services” firm, not web developers) had revenues of 41 billion dollars in 2018.
In both cases the projects they were asked to undertake amounted to rounding errors in their grand schemes of things. And so in both cases they simply weren’t able to think small enough. Or their idea of “small” meant only “less giant, and less over budget than our day jobs.”
Ok, so let’s bring this down to earth: if you’ve got a small to midsize business and you need a website you’ll probably be better off hiring a small web design and development company than hiring a large marketing firm that builds websites “on the side.”
Websites aren’t necessarily cheap, but compared to a television ad campaign they’re not even a rounding error. And so even the best-intentioned large marketing company is going to be hard-pressed to understand your budget.
For the record I do know a tech group that regularly bills in the five million dollar range for websites. For sometimes stupidly simple final sites.
The “secret” is they work for major brand marketers for whom $5 million is a rounding error. But to get to one final site they might generate dozens of fully functioning finished sites a month trying to stay on top of the design changes coming out of the clients marketing departments.
Each one has to be meticulously optimized, photographed, up-designed, usability tested, manually tweaked for dozens of target devices, made accessible… and then ditched because some new idea comes along from up top.
Which I’d just another way of saying $32 million sounds like a heck of a lot of money. Even at $1,000 a pop for a favicon there can’t have been 32,000 other components that cost $1,000 each!