We're about to kick-off Q4. For some, this is the biggest sales cycle of

It starts by identifying your most important lead-generating tactic and putting all else aside. Here’s how to go about it:

1 - Highlight your highest lead-generating tactic. Perhaps it’s your email marketing. Or the webinars you host. Maybe it’s direct mail campaigns. It’s different for every small business.

2 - Build a process to make the tactic repeatable. Break the task down into steps and package it up into a repeatable process so you can put it on autopilot.

3 - Know how you’re going to measure it. Create a quick scorecard with key performance indicators that you can “grade” these efforts on.

4 - Get after it. Implement, track it, and refine it, now through December 31st.

Marketing ideas aren’t the issue -- it’s the implementation. Focus more on the doing in this last third of the year, and you’re much more likely to see results. (The rest can wait for that 2017 plan that’s undoubtedly already taking shape in the back of your mind.)

The digital world moves fast. Just as soon as you’ve mastered one social network, a new algorithm rocks it. You finally feel you have a handle on email marketing, and a new “best practice” comes along. Your team is set up using a pretty fantastic digital project management platform, and suddenly you’re hearing nonstop chatter about the new one that’s 10x better.

Where does it end? Certainly not with your website. In fact, website shame is the leading cause of business angst. (Okay, we made that up...but we believe it to be largely true.)

When it comes to your website, the constant pull to change, update, or fully redesign comes along what seems like all too often -- but sometimes, that pull is backed by sound reason.

After all, your website has an important job to do as your round-the-clock salesperson. So next time you have an inkling that your website might need a refresh, do this first: Confirm the inkling. Then, get started. Here’s how.

More than just shiny object syndrome -- how to know when it’s really time to redesign your website

In order to confirm the inkling that it’s time for a redesign, run your current website through the following filters:

1-  Is it efficiently converting and capturing leads? The check: Does it have ample lead capture forms throughout the site, and are they working to convert visitors?

2- Is it continuing to serve your ideal customer? The check: Can your ideal customer land on your website and easily take the next best step that you’ve laid out for them? Has the objective changed over time, and has your website changed with it?

3- Is it modern and functional? The check: Is navigation up-to-date and intuitive? Is the site aesthetically appealing, with bells and whistles that work?

The goal here is to confirm whether your site needs a content update -- a refresh of copy, a few new pages, a clean up of what’s there, even a refresh of your branding -- or if a full redesign is needed. If there are isolated pages not working, or simple additions that need to be made, a full redesign may not be necessary.

That said, if your site truly isn’t efficiently capturing leads, is no longer serving your ideal customer, and isn’t functioning properly, then it’s time to embark upon a redesign.

Where to begin with a website redesign

“Redesign our website” is a massive to-do list item that’s sure to be procrastinated on. Cross that off right now, and break it down into smaller steps -- here are two that you’ll want to start with:

1- Your website team -- the key players in making a redesign happen, including an industry strategist, project manager, graphic designer, senior and junior web developer, SEO specialist, copywriter and others -- will be able to guide a strategic conversation, asking all the right questions to help inform the design, content, and website functionality.Internally, you’ll want to have a conversation that focuses on writing out two things: where you are now, and where you’re going. How are your business objectives changing? What do you want to be known for?In this phase, your website team might also begin wireframing pages to get a visual idea of how your redesigned site will be mapped out.

2- Complete a content audit. Once you know where you’re going, audit your content. Does it match the strategy discussed?  A content audit requires taking a firm look at what exists on your site right now -- every page, subpage, and blog post. Does the voice and language match your company tone? Does it accurately reflect what you do and where you’re going in the market?Set up a Google Sheet that maps out each piece of content, its purpose, and whether it should stay or go. Consider deleting any content that doesn’t support your future goals, as it might be digital clutter that’s distracting your visitors. (Even if it’s got good SEO juice if it’s attracting the wrong people, it’s a false impression of website performance.)

Why start here? Knowing your goals -- and doing a full content audit with them in mind -- is key to developing a realistic timeframe for redesign completion, as you get a better handle on what content exists, what needs to be updated, and what needs to be newly created.

Next up: Content creation and design

You’ll notice the word content coming up quite a bit: That’s because, in nearly all circumstances, content themes drive design. A good designer won’t be able to work their magic if they don’t have at least an idea of the content they’ll be designing around.

In editing current content and creating new content, pay attention to voice: The tone and position your content takes. After all, there are more than a handful of other businesses out there offering similar products or services to yours, no doubt, but your voice and positioning is what will set you apart in your marketing.

You’ll want your content themes to be at least 90% final prior to any design or development taking place, not just so that designers understand the scope and can design around it, but also because it saves a significant amount of time (and is more cost-effective) to make copy edits, headline changes, and content tweaks prior to the development process ever beginning.

Once you nail your content themes and navigation, your website team should be able to start on at least the basic design. If needed, they can drip in dummy text where your content isn’t 100%.

This design phase is where the feeling that the copy and content inspires is amplified by the visual look. Imagine your website as a physical storefront -- how do you want your visitors to feel upon arriving? Your copy will couple with design to inspire that feeling digitally.

Critically important here (and through most of the redesign steps, as you’ll notice) is feedback. Be upfront about your likes/dislikes regarding the design -- the seemingly little things (your sidebar, choice of photos, typefaces) add up, so getting them each right is imperative.

Giving it life: The development

The design will likely take a few weeks, including the iterations based on your feedback. Once it’s in good shape, it’s time to bring your website to life online.

Your site progress will largely be out of your hands at this time as your website team builds out the design elements online, adding each piece of content and coding the unique features (forms, application customization, and more). As mentioned before, you’ll want to be available to provide critical feedback along the way.

In this phase, your website will go through several development revisions. You’ll first see the home page built out. Once the home page is finalized, work can begin on the internal pages. In Out & About’s website redesign process, we usually go through several rounds of reviews, testing, and moving elements around until it’s just right.

Some of the testing your website team will be doing as they build the bones of your site includes:

• Browser testing: Does the website function equally amongst Safari, Firefox, Chrome, and Internet Explorer?
• Responsiveness: Does the website automatically adjust to different display sizes, based on mobile, tablet, laptop, and desktop access?
• Stress testing: Can the new site handle spikes in traffic (for when that post you write goes viral), or a steady increase in visitorship over time?

Patience is key here. A tip for staying patient: While your website team is putting their skills to work, you can be behind-the-scenes generating pre-launch buzz for your newly-designed website.

Why the soft launch of a website redesign is a good idea

With pre-launch buzz generated, it’s tempting to want to shout it from the rooftops when your site is “ready” to fully launch.

Here’s our best advice, though: Start with the soft launch. A soft launch is when your website goes from a development website to your actual domain, without a lot of fanfare. For example, your website could be built on test.com and go live on mycompany.com. Hold off on announcing that launch to everyone and their mother. Instead, first announce your soft launch to a small group of trusted clients or colleagues. Have them poke around the site. Ask them to test forms. Encourage feedback.

It’s during this phase that you’re likely to notice or be made aware of, a few things that’ll need updates. Your website team should be on hand to make those immediately.

The soft launch need not last long -- a few days; maybe a week. Once things are ironed out, it’s time to make that baby known to the world.

After the redesign: ongoing website security + maintenance

The good news: Your site is live. The “less-good” news: It’s never truly complete. Websites, like cars, need constant attention and nurturing to keep functioning properly.

In some cases (like when you go through a website redesign with Out & About), your website team will be on hand to train you on how to make updates, do the complex updates that are outside of your skillset, run backups, and run security scans of your site. If this isn’t something your website team offers, you’ll want to seek it out elsewhere.

You don’t drive without insurance (right?) -- don’t let your website run without it, either.

The timeline for your website redesign

The process we’ve detailed above is incredibly simplified. When done right, a website redesign is not a cookie cutter approach, and though it will follow a very similar process, each step along the way will take more time than you likely anticipate, and nuances will spring up.

Expect your website redesign to take from a few weeks up to 4-5 months -- and know that that’s okay. In the end, it’s always worth it when your website begins functioning as the lead-converting, revenue-generating workhorse it’s meant to be.

PS -- Here’s what to expect to pay for a website that works.

Let’s talk marketing strategy. (We do that a lot around here.)

We’ve got one guess at what’s going through your head right now at the mention of marketing: Your blog posts. Your email marketing. Your quarterly direct mail pieces.

You’re on the right track -- but what you’re thinking of are marketing tactics. Which is where a lot of small businesses get caught up.

Marketing: It all starts with strategy

The difference between strategy and tactics is an important one. The strategy is the big-picture plan, the blueprint that guides what your business is and where it’s going. Only once that’s in place can you plan the tactics -- the individual tasks -- that will help you accomplish the goals set forth in your strategy.

This is incredibly difficult for small business owners, and for good reason: Focusing on the big-picture strategy means having to back out of the nitty-gritty of the day-to-day, which can feel like it means bringing business to a halt.

Not so -- in fact, taking pauses to back up and think the big picture is key to making sure that your day-to-day doings still make sense, and that they’re pushing your business forward instead of keeping it static. All too often, it’s ineffectual marketing -- that’s not informed by strategy -- that can give off false impressions, no matter how stellar your services actually are.

Marketing, as a key part of moving your business forward, deserves a strategy that makes it the effective business function it’s meant to be.

Marketing, as a key part of moving your business forward, deserves a strategy that makes it the effective business function it’s meant to be.

We’ve talked about where to start in building a strong marketing strategy before. (Haven’t read that post yet? Start there.)

Because it’s only after your purpose has been stated, your goals have been drafted, your client avatars have been built, your position has been defined, and your brand story has been written, that you can then turn your attention to the actual implementation.

Marketing tactics (and finding the ones that work for your business)

Up to this point, we’ve been talking strictly strategy. (It’s that important.) Now, it’s time to jump off our strategy soapbox and turn to the supporting role: marketing tactics.

These are the actual vehicles and campaigns that make sense in your day-to-day to support your overall strategy. Think tactics such as:

• Blogging
• Email marketing
• Guest posting
• Google AdWords
• Social media
• Trade shows
• Direct mail -- brochures, postcards, etc.

The list goes on. (And of course, each tactic is supported by your stand-out website.)

The key here is to find a strategic blend between the ongoing tactics -- blogging, social media, PR -- and one-off campaigns -- direct mail, print advertising, social media advertising -- that will drive concentrated attention and revenue.

No two marketing strategies are the same, just like no two sets of tactics are the same. Here’s a handy process for figuring out the tactics that are converting for you -- and what’s important to drop versus continue doing.

Streamlining the tactics: The controls that keep your marketing going

Type A personalities: rejoice. The most effective marketing strategies are incredibly organized. A few controls can and should be put in place to guide the tactics you choose to incorporate in your marketing strategy, making it a well-oiled machine. Having these in place will be key to keeping your marketing consistent over time:

• Marketing calendar: Consider this your master marketing dashboard. The calendar is the keeper of your overall marketing strategy, tracking your short- and long-term goals, your purpose, and your progress.
• Editorial calendar: This is your communication dashboard. This calendar is focused on the content and communications you’re creating: your PR outreach, your blog and video content, your whitepapers/ebooks, and more.
• Style guide: Like a lookbook, your style guide is your visual blueprint that ensures the look and feel of your brand is consistent across platforms. A comprehensive style guide will include your logo, logo variations, color palette with codes, typefaces, brand graphics, and more.
• Voice guide: How can you ensure that all your employees, partners, and hired teams communicate your brand in the same way? Develop a voice guide that includes your tone, your main messaging, key language, personality traits, and positioning against competitors.

These guides and documents can be developed with the aid of a marketing strategist and should be based off of your purpose, goals, target market, positioning, and brand story. (There’s a reason we went through those first, of course!)

Small business marketing that works

So many small businesses have trouble defining their marketing function, for this reason: They’re using marketing tactics without a firm strategy. Context is key to getting the most from your marketing tactics, and your strategy provides that context.

Once a foundation is built, you’ll be amazed at what you can do with the plethora of marketing tactics out there, and exactly how well they can work when they’re given the support to do so.

PS - Marketing isn’t a one-(wo)man job. Here’s when + how to outsource it so that it gets done, and done right.

By: Lauren Hong

We want you to develop a new mantra when it comes to your small business marketing strategy: It’s not us. It’s you.

That’s right -- we’re flipping that age-old breakup script around, because all too often, marketing strategies are focused on what the business thinks is best, where it’s going, and what it needs.

And while your business’ marketing strategy does need to support all three of those things, that’s not where it should begin.

A strong marketing strategy starts with your target market

You’ve heard the term “ideal client avatar” before, and surely you know what a target market is. But when’s the last time you sat down and focused on exactly what makes up your ideal client avatar, and exactly who your target market is? Defining your big picture views requires knowing who you’re serving.

Most small businesses start with something like this: We serve Baby Boomers in the Bay Area.

Hint: That’s a heck of a lot of people. While it’s good to have depth in your target market, keeping it general like that makes it much harder to develop marketing that is actually targeted.

Try narrowing in on your target market based on the following demographic and psychographic characteristics:

• What does your ideal client do?
• What language does your ideal client use? When they talk, what kinds of words or phrases do they use?
• Where does your ideal client live?
• What types of content does your ideal client consume -- what do they read, watch, and listen to?
• What are the major fears your ideal client harbors?
• What concerns does your ideal client have when it comes to the service(s) you provide?

Drill down as deep as you can. If you’re already in business, consider clients you’ve worked with in the past. Which ones were ideal, and what exactly was it about them that made them stand out to you? From the answers to these questions, create client avatars (profiles) as guides for the people you’re targeting. (You might have 3-5 avatars.)

Of course, as mentioned, though most marketing is all about the customer, it still has to support your business’ goals. With your target market in mind, here are four things you’ll want to define for your business:

• Your business purpose. What does your business exist to do? What problems do you solve for your target market?
• Your business values. What does your internal culture look like? What principles do you hope to most emulate?
• Your short-term goals. What’s important to your business over the next 3 months? How about 6 months? Finally, where do you want to be one year from now? Define goals around revenue, profit, client base, and employees, and other key aspects of your business.
• Your long-term goals. Look at the key performance indicators you defined above in your short-term goals, and stretch them out over the next 3-5 years. (Knowing very well that these may change as your business evolves.)

The time spent defining your internal mission and goals is as important as defining your target market because, to be frank, you can’t have one without the other. Your mission and goals need to align with the target market you’re serving, and your target market lacks context without your mission and goals.

Take time to get this right. Only then can you move on to firm your position in your industry.

Positioning -- and why it’s important

With your business mission, goals, and target market defined, it’s time to determine the position you’re going to go after within your industry.

The main question to ask yourself here is this: How do you serve your target market? Much like your business purpose you defined above, you want to detail out the exact problems you’re solving, exactly how you solve them, and the benefits your clients walk away with.

Here’s why: There are a whole lot of financial planners out there. More than a handful of lawyers. Too many healthcare organizations to keep track of.

Positioning is all about deciding how you’ll stand out amongst the crowd. What makes the way your team does business unique? What is your core difference? It can be as simple as a phrase, a metaphor, or a slogan.

An important part of positioning is knowing how you’ll define success -- those KPIs we talked about above when setting goals. Knowing what matters to your business and your bottom line -- i.e. conversion rates, click-through rates, brand equity, social media reach, customer engagement -- will inform the position you take and how you measure the effectiveness of your actions.

It’s also your position that will inform your voice -- the tone and language you use to talk to your target market.

Storytime (How do you tell your brand story?)

It’s no secret that in today’s digital world, effective communication requires a knack for storytelling. Stories are, simply put, how most humans give context to the world, and therefore are incredibly important in how your business communicates its value to prospective clients.

Consider the elements that make up your business -- what key events, influencers, and stories impacted those elements?

Your brand story is what you’ll lead most marketing communications with. It’ll be told through one-on-one interactions, through your website, in each of your marketing materials, and more. It should incorporate relevant history that makes your company what it is, but, more importantly, it should convey the purpose and values you defined above. The goal of your brand story is to teach others about what you do and illustrate your unique difference.

A tall task, indeed -- and one that many small business owners struggle with. You’re not alone. It’s hardest to tell our own stories. This is one place an outsourced marketing team can lend informed, fresh perspective.

Your turn

Turn to your target market, and give it definition. Meanwhile, get your internal journal going to detail out your purpose, mission, and goals. Only after you’ve taken a close look at both can you give your position and story the context it needs to both serve your audience and support your goals.

By: Lauren Hong

Here’s a little secret for you: We love to eat out. It’s one of the reasons we take immense pride in being located in such a foodie-friendly city (San Diego).

But there’s one thing that can really irk us when we get to certain restaurants: When the menu notes that *the kitchen makes no substitutions or exceptions.*

Now, we get it. Some restaurants do this for efficiency. Some do it because it’s cost-effective. Still others do it because they can get away with it (because they’re just that good).

But what if all restaurants operated this way? What if there really was only one way to get that burger; that salad; that fish dish?

To take it one step further: Can you imagine having to shop at one store for your clothes? Or drive one car with all the same bells and whistles as the next?

You wouldn’t settle for cookie cutter when it comes to your personal lives, belongings, or experiences -- so why would you when it comes to your business’ marketing strategy?

Because just like no two personalities, no two businesses are the same -- and yours shouldn’t be treated like just another small business. It’s a belief we hold in high regard here at Out & About, and one that guides our every move. Here’s how:

1. We provide high-touch, high-quality, custom services.

Each interaction we have is custom to you. You’re not placed in a funnel and herded from one step to the next. Whether we’re putting together a proposal, designing a website, or mapping out a marketing strategy, we’ll build a plan that’s tailored to how you like to work, and the timeline you’re working on.

In short: We work based on your needs, not ours.

2. We know what it takes to build a brand that resonates.

We’ve been -- and are -- there: Building a small business in a rather crowded marketplace. So we know that defining and growing a business that resonates with a loyal target market isn’t easy.

But at Out & About, we eliminate the overwhelm that comes with that, as we bring in industry experts who guide the conversation and strategy around identifying the key characteristics and storylines that make your business unique.

In short: We hone in on what sets you apart.

3. We assemble the team that best fits your needs.

Even our team isn’t cookie cutter. Out & About is made of up a team of specialists, from graphic designers to web developers, SEO to PR pros, and copywriters to marketing strategists -- to ensure each and every piece of your campaign is led by experts who know how to make it the best it can be.

It’s this harmony of specialists working together -- and the fact that you can tap into their expertise only on an as-needed basis -- that makes the deliverable uniquely fit to match your needs.

In short: Our menu of specialists is vast, and you can build your team how you want it.

4. You might mistake us as members of your team.

Our level of investment in your projects is high: We target to respond to all communication within 24 hours, we launch websites late at night so your users aren’t impacted, and we take and act on feedback often to keep improving.

In other words, we’re in it alongside you. We put in the hard hours, the difficult thinking, and the sweat it takes to go that extra mile. There’s no question too big or too small, and we’re here to be your arms and legs as they surface.

In short: We aren’t hired help -- we’re an extension of your team.

Simply put, we care.

A lot of companies say it; we mean it. At Out & About you can count on:

• A custom approach to each and every project you work on with us, with timelines and detailed deliverables that match your budget and schedule.
• A creative and thought-out solution to your challenges, that doesn’t come from a textbook.
• A team of specialists brought in, as needed, to lend expertise to each aspect of your project.
• A strategic game plan that we can help implement, track, and refine -- and a team constantly behind the work to confirm that your individual campaigns and ongoing digital storefronts shine.

In short: We care.

Don’t just take it from us

Here are some kind words from those we’ve worked with:

“I hired Lauren and her team at Out and About Communications to help me develop a brand and logo for my business. Throughout the entire process, everyone on the team was extremely prompt and professional. In our initial meeting to review logo designs, Lauren presented several different options. It took me a long time to decide which I liked the most because they were all creative, dynamic and conveyed a unique brand message. I was blown away by the high caliber product that they presented me with. Out and About over delivered on everything I asked for every step of the way. I will be a client for years to come and I would highly recommend them to anyone looking for marketing services.” - Kelly Fisher, Insurance Agent

“I am so very grateful for the work Lauren and her team at Out & About Communications put into making our company's website stand out among the crowd. Lauren was so patient with us as we navigated our way through the creation of the site. What resulted was a beautiful finished product that we are continually excited to direct our clients to and has already attracted new clients! Lauren continues to assist us whenever we have a question about the website and is so accessible. It is nice to know that you have a person who cares just as much about your business in your corner!” - Sue Shrinkle, Licensed Marriage & Family Therapist at Coastal Counseling

In short: We’re blushing.

Order off your own menu

Don’t subscribe to a cookie-cutter approach for your marketing strategy and digital design. If you’re ready to work with a team that knows the value digital marketing can provide to your small business -- and one who particularly values high-touch, top quality, thoughtful design and direction -- look no further.

We’re your one-stop shop to help you grow and cut through the clutter, and we can’t wait to see how we can make magic happen within your small biz.

Call or email us, anytime. We read every email and are here to help!

Hi there! We are expanding over here at Out & About Communications. We are looking to hire a new team member. The full job description is below. If this job is for you, we'd love to hear from you. Please spread the word too.

Job Title: Marketing Coordinator

Out & About Communications is an integrative marketing and communications firm based in San Diego. We are seeking a go-getting Marketing Coordinator to join the team. This part-time position will comprise of day-to-day administrative duties, crafting content, updating design files, website updates, client engagements, and projects as assigned.

To apply, submit your cover letter, resume and social links to hello@outandaboutcomm.com.

Duties and Responsibilities

• Laying out website pages and updating website content.
• Updating design files and pre-scheduling content.
• Laying out newsletter campaigns.
• Proofreading content and providing recommendations.
• Crafting positive and educational content for blogs, social media, and other digital platforms.
• Provide thoughtful design and content recommendations.
• Participating in client meetings and team meetings as needed.
• Give tutorial trainings.
• Taking notes and summarizing meetings.
• Events planning and support with day-of-logistics.
• Other duties as assigned.

Qualifications

• Basic understanding of Adobe Creative Suite, Buffer, WordPress, and HTML.
• Fluency in Google Docs, Dropbox, and MailChimp, and Constant Contact is a must.
• Strong organizational skills.
• High attention to detail when making edits and reviewing documents.
• Bachelor’s Degree or equivalent experience, preferably in English, Public Relations, Communications, or Journalism.
• 2+ years of hands-on experience with tactical project management from development to execution.
• Experience working with diverse clients.
• Must be based in sunny San Diego, CA.
• A self-starter who has a genuine passion for marketing, excellent judgment, and efficient work ethic.

Working Conditions
We work in a collaborative office environment – ability to work and communicate well with our others is a must. Indoor work environment is climate controlled and has moderate noise levels.

Physical Requirements
Mobility and sensory ability required for the organization of events, computer utilization, telephone access and communication, communication one-on-one and in meetings. Reasonable accommodations will be made to enable individuals with disabilities to perform essential job functions. Must be able to lift 20 pounds and sit or stand for long periods of time. Work will include some long hours, evenings and weekends.

Status: Part-time, hourly

Classification: Non-exempt

Reports To: Lauren Hong, President

Before

Tobias Financial Advisors approached Out & About Communications seeking a website and branding redesign. Tobias Financial expressed their need to unify their branding while keeping it modern and fresh. Since they are located in Florida, we decided to have their new logo and site embrace the warm weather, sunny skies, and blue ocean. Their website uses the same consistent branding along with a user-friendly interface to keep their clients engaged in the work that they do! What do you think about their newly designed site?

Click here to see the newly redesigned website for Tobias Financial Advisors!

By Lauren Hong

Here’s something we preach day-in and day-out at Out & About Communications (so much so, that we might as well have bumper stickers fabricated): Your website is your 24/7 sales(wo)man.

We’ve run into countless situations where organizations are ready to take their marketing to the next level, only to find that they’ve neglected to give their website the TLC it needs to do its job: welcome your visitors, tell them exactly what you do, and encourage them to learn more.

As a marketing entity unrestricted by time or geographics (unlike our potential bumper sticker), your website carries a never-ending potential for converting cold prospects into paying customers.

Countless paths to conversion

Conversion = successfully getting your website visitors to take a specific action. Maybe it’s to fill out your contact form. Or to sign up for your email newsletter. Or to buy a product. The list goes on...as do the best practices for increasing your conversion rates. Before you bite off more than you can chew, here are five ways we recommend starting when evaluating how your website could better serve its conversion purposes:

1- Know what your audience wants. Perhaps this comes off as marketing 101 -- that’s because it is. Only, this isn’t the “define your ideal customer” exercise you do before you truly set off on a business venture. This is the “see what they’re already doing -- and do more of that” principle. (SWTADADMOT, for short -- or not.) Here’s what we mean: Make use of advanced tools like Google Analytics or CrazyEgg to see how your audience is navigating your website, what they’re engaging with, and when they’re bouncing. Then, make updates based on that information. If they’re bouncing from your home page upon arrival, maybe it’s not entirely clear what you do. (Test: Make your value proposition stand out, whether via copy or images.) Maybe they’re getting to the contact form but deserting midway though. (Test: Restrict your asks on that form to only the most necessary info.)

2- Don’t be afraid to experiment -- but always be split testing. This is actually a two-parter. First: Don’t be afraid to make changes. Though your website’s pages were written mostly as static content, they weren’t drawn in permanent marker. Keep in mind that even that which seemed to be working for a while may need some re-optimization now. Part two: As you make changes -- even the most incremental changes, always keep your split testing hat on. Manual split testing (AKA a/b testing) can be done with smart use of Google Analytics (and email providers like MailChimp take care of it for you, too), or you can go with user-friendly platforms like Optimizely andUnbounce to get it done. Two (of many) keys to split testing: 1. Go back to 7th grade science class, and rekindle your knowledge of controls vs. variables. Only test one variable at a time. Multi-variate tests complicate things. 2. Let your tests run long enough to be able to gather enough data to make fair observations.

3- Jump on the content marketing bus. Whether or not you scoff at the mention of content marketing is up to you, but one thing’s for certain: It’s here to stay, and it’s critical in generating more leads. Your blog alone should be populated with fresh, SEO-friendly content that adds value. To take content marketing to the next level in increasing website conversions, enhance your content with a content upgrade (typically an additional level of value readers can get by signing up) in order to increase email list conversions. In addition, extend your content marketing strategy beyond your own blog. Guest posting on others’ sites not only gets you in front of new audiences, it creates backlinks to your site that make Google happy.

4- Strengthen your calls-to-action. Don’t just assume your visitors know what to do -- explicitly tell them. That’s what calls-to-action are made for, yet often, they’re not used correctly. When we’re considering ways to optimize your calls-to-action, there are a few things to consider: placement, copy, design, and volume. A bit more on each:

• Placement is important because you don’t want visitors to see your call-to-action before they’re properly primed to take action, nor do you want it so far down that they’ve lost interest.
• When it comes to copy, using words that inspire action but also have a positive connotation, like “join”, mixed with a sense of urgency, like “Join now!”, will be more effective than a simple “Subscribe” button.
• Design-wise, focus on contrast. It’s important that you call-to-action stands out amongst the crowd.
• Here’s what we mean by volume: If you give your visitors too many choices, indecision will take over. Follow the general rule of one call-to-action per page. (That CTA can be repeated more than once on the page, but should be encouraging the same action.)

Finally, go back to number two on this list, and split test all of the above elements of your CTA.

5- Make it easy for people to get a hold of you. We’re back to marketing 101 here, but it’s for good reason. Your website should not be an absolute end point -- especially if you’re a service-based business. Don’t hide your phone number or your general email address; make them big and bold. Despite being an amazing salesperson for you, your website cannot possibly anticipate every question a prospect might have. Give them the option of reaching out directly. An easy solution: Include your contact info on the footer of every page.

Optimize → Test → Convert

Your website is your digital home. It needs to be more than a pretty interface. Increasing conversion of your website’s goals means, in many instances, decreasing your cost of customer acquisition over time. And, as an added bonus: In optimizing your website for conversion purposes, you’ll also naturally enhance your users’ functionality -- a win-win.

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Lauren Hong is the President and Founder of Out & About Communications, a full-service integrated marketing agency based in San Diego. A traveler, relationship-builder, and graphic designer by trade, she leads a 15+ person team of specialists that transforms its clients’ marketing by cutting through the digital clutter and setting brands apart.

Guest post written by Chelsea Alves from Classy

With an abundance of nonprofit organizations in existence, it can be difficult to stand out from the crowd. According to the National Center for Charitable Statistics, there are over 1.5 million nonprofit organizations in the United States. With such a large pool of like-minded organizations vying for similar supporters, it is essential to differentiate in order to attract donors.

There isn’t one formula for differentiating your organization and acquiring supporters, but there are certain ingredients that play a large role. Here, we unveil the top 10 things we believe top notch nonprofit organizations, big and small, have in common that let them stand out in a competitive market.

1. A Fine-Tuned Mission Statement

Your mission statement is your key communication tool for marketing your organization’s purpose and cause. A well-written mission statement can contribute to your organization’s success by serving as the guiding light for your team. It also helps to educate your audience and attract people to your cause. Though short in length, this simple statement holds much weight. It is an opportunity to leave a memorable impression and draw in the support of donors, volunteers, and advocates. A good mission statement can inspire people to share your cause, become a volunteer, or even make a donation.

Successful organizations follow several practices to ensure their mission statements are compelling and easy to understand.

• They use verbs that prompt action. Your goal is to ultimately inspire donations, and the right words can do just this. Some verbs Brand Vox recommends using include accelerate, activate, develop, empower, and improve.
• Their mission statement communicates the “why.” This can be achieved by condensing your mission statement into just eight words, as recommended by SSIR. Eight words are enough to appropriately convey your message yet short enough not to lose people’s interest.

2.  Dedicated and Passionate Employees

The right team of dedicated employees is essential for success. To find these individuals takes time, patience, and a thorough screening process. You need to hire team members who are not only passionate about your cause, but also have a competitive skillset. When searching for the right candidate, don’t be afraid to hire from the for-profit world if the prospect has the skills you’re looking for and fits into your culture. Another trait a good candidate will possess is the ability to be flexible and adjust to sudden changes as priorities shift.

Once you have a solid team in place, it is important to keep employees happy and motivated. This requires investing resources into retaining your staff. These investments may include providing ongoing training, a competitive salary, a comfortable work environment, and proper support when challenges arise. Satisfied employees lead to lifelong employees, which is especially important in an industry with high turnover rates.

3.  A Proactive Donor Retention Strategy

A surefire way to nonprofit success is a loyal donor and supporter base. In order to grow and foster this group of evangelists it is essential to nurture your relationships. Enter your donor retention strategy. This strategy includes the actions necessary to develop all of your relationships, even with those who just make a single donation. With the right attention and support, a one-time donor can become a recurring donor.

Team Rubicon exemplifies the ability to create a large network of supporters and raise an exponential amount of money from them. They found success in nurturing their donor relationships by simply saying, “thank you.” For example, to thank their supporters who donated to their Nepal earthquake relief efforts in 2015, they spent hours of their time making personal phone calls to every single person who donated to their campaign. While this example is ambitious, sending a hand written thank you card to smaller donors and personally calling larger donors can make all the difference when soliciting donations for your next campaign.

4.  An Innovative Approach

Innovation isn’t just good practice for your organization’s programs and events, it can also help you reach an untapped network of supporters. Successful organizations keep up-to-date with the latest technologies in order to reach more donors through new outlets. More and more, nonprofit organizations are digitizing their fundraising efforts with online donation forms, peer-to-peer fundraising campaigns, crowdfunding, and event registration. These efforts, when coupled with beautiful website design, attract visitors, keep them engaged, and prompt them to learn more about your cause. If your website is also mobile friendly, great news. Mobile responsive donation pages produce 34 percent more donations.

Trees.org is an example of a nonprofit organization who benefits from an innovative development strategy. Recently, they rebranded their organization and invested in the resources necessary to create a new, knock-out, donation-based website. Over $110,000 in donations were received since the microsite launched with the average donation rate soaring to over $300.

5. Measurable Goals

Goals are crucial to long-term success. Research indicates a direct correlation between goals and enhanced performance in business. With specific, measurable, and actionable goals in place, you set the framework for your organization’s efforts and provide motivation for your employees.

When setting goals, it is important to make sure they are both quantifiable and achievable. For example, instead of having your marketing team commit to writing more blog posts in the month of June, set a specific goal, say 16 blogs posts. With a specific number to hit, employees will feel more motivated. While it’s nice to shoot for the moon, you should be reasonable with your expectations. No matter how great the goal, if it’s too far-fetched, employees may burn out and feel disappointed if goals are continuously not achieved.

6. A Good Reputation

In an age of increased connectivity, it is now more important than ever for nonprofit organizations to be perceived as reputable when they’re constantly in the spotlight. This can be achieved by being open and transparent with donors about what steps your organization takes to meet your goals. Nonprofit organizations are often questioned about their expenses, yet many are hesitant to disclose too much over fear of scrutiny. Your organization can avoid this pitfall by clearly communicating where your money is going on your website and
donation pages. Your annual report is also a great place to share your financials and results with current and potential supporters.

Bread of Life shares a breakdown of their program, administrative, and fundraising costs as well as their audited financial statements on their website. This type of transparency builds trust with their supporters and gives them a glimpse into how Bread of Life efficiently uses their money to not only support their cause but also to pay their hard-working staff. With easy to read graphs and figures there is no room for doubt or uncertainty.

7. Strong Partnerships

You can have the greatest programs in the world but without the right exposure, your communication efforts may fall flat. This is where building a solid, mutually beneficial partnership can come into play. By forming a strategic partnership with a like-minded organization, you can get your message in front of a new audience, gain credibility, and acquire a new set of supporters.

The value of a good partnership extends beyond just getting word out about your organization. It can also result in an increase in donations. In a recent survey, 79 percent of consumers said they would donate to a charity if it was supported by a reputable company. These relationships increased shoppers’ trust and faith in the charity.

8. Smart Financial Planning

Keeping track of your bottom line is essential. In order to pave the path for success, nonprofit organizations should partake in financial planning to ensure they stay afloat to help their constituents for years to come. This can be accomplished by preparing quarterly financial statements. Quarterly financial statements give your organization a snapshot of your profit and losses over a three-month timeframe and can help you determine areas for improvement to focus on the next quarter.  Additionally, monthly cash flow statements should be prepared. Cash flow statements show revenue coming into your organization and the outflow of expenses during a given month. This is helpful to look at to ensure careful cash monitoring.

As with any organization, financial security isn’t always guaranteed. A fundraising effort could fall flat, a major donor could stop giving, or an event might go awry. Having a reserve fund can help your organization prepare for worst case scenarios should you need extra funds to stay in operation. An ideal reserve fund is equal to three to six months of operating expenses.

9. The Ability to React Quickly to Change

It is no secret that priorities shift often at nonprofit organizations. However, the secret to success when these unforeseen changes happen is to be prepared.

Imagine your organization planned a 5K run. You check the weather forecast the week before the event and notice a strong chance of inclement weather on the race day. You could stress and send your team into a panic. But your organization is ready for unexpected challenges. You don’t panic. You send an email to your supporters right away to inform them of the unexpected weather change and provide them with resources for how to dress for the weather. You meet with your team to discuss any last minute changes that need to happen as a result of the change. These types of circumstances are unavoidable, but with the right mindset and approach, they do not hinder a successful outcome.

10. A Diversified Fundraising Strategy

When you rely solely on one fundraising source, it can cause a major upset. Say you depend heavily on your annual Turkey Trot 5K, but this year a major concert has decided to come to town that night and you are unable to secure the necessary permits or encourage enough participants to attend. You are forced to cancel your event.  Your planning efforts have now been for naught and you lose a substantial amount of revenue.

To avoid this type of situation, it is essential to have multiple fundraising sources. This allows you to operate with a sense of security and know that if one of your efforts fails you still have other revenue streams you can rely on. Some of these other sources may include other events, email appeals, online donations, corporate sponsorships, government funding, and recurring giving campaigns.

Success isn’t built overnight. It is a learning process—filled with challenges, setbacks, and mistakes. Yet with the right ingredients, you can take steps to avoid these pitfalls, acquire new supporters, and set your organization up for future success and growth. Does your nonprofit organization have other key ingredients for success? Let us know in the comments below.

We were thrilled when Bob Veres reached out to us to help redesign his Inside Information website. Bob's site provides its users with the most important information in the financial planning space. The website was full of information; however, it was long overdue for a refreshed and modern look.

We worked with Bob to fully understand what his readers were looking for and how we could accentuate those on the site. His new site is user-friendly while keeping a sleek and informational look. We're so excited to share this site launch with our readers! Take a look and let us know what you think!

Click here to see the new Inside Information site!