Is the location of your small business important to your customers? If so, your online marketing efforts need to include optimization of your website for local search.

Not sure what local search is? A great example is Google Local. When you do a search for a local business on Google (i.e. “dog walker Seattle”), on the search results page you’ll see a list of local businesses beside a little map. They are businesses that have been submitted to Google Local who are relevant to your search.

Here are some great ways to optimize your site for local search:

1.    Submit to Local Search Engines
We already mentioned Google Local, but there are many more and some may be more popular in your area than others. Consider the following:

• Google Local
• Yahoo! Local
• Yelp
• Yellowpages.com
• Local.com

2.    Include Your Contact Information on Every Page
This is easier than it sounds. Just create a site-wide footer for your pages and include your address.
CityMax.com User Tip: Create your page footer by going to ‘Edit Site’ > ‘Page Footer’.

3.    Use Geo-Descriptive Keywords
When researching your keywords, make sure to see what people are searching locally, then use those keywords on your website. Make sure to include them in your title and description tags.

When you make a website that’s optimized for local search, it’s easier to get your business to the top of the search engines – simply based on your location! As a bonus suggestion, consider getting a localized domain name to compliment your existing one.

When a potential customer visits your small business website for the first time, there are several factors that can help them from along the sale conversion process… but one factor you won’t make the sale without is trust.

In an era of corporate scandal and betrayal, trust has quickly become a rare commodity. A recent international study showed that business leaders (CEOs) are considered less trustworthy than even government officials, and trailing them are the oft-maligned media outlets. The prevalence of new scams has consumers worried about pulling out their credit cards and purchasing online.

How do you convince your customer that you aren’t just there to make a quick buck?

Increase trust and reassure your customers with these 5 steps:

1. Let Them Know Who You Are
Create an “About Us” page that describes your story. A little bit of personality goes a long way - people like to buy from people! Add appropriate photos of yourself or your team, and your physical store if you have one. Here is a great example of a business that uses their “About Us” page to let consumers know they probably won’t be disappearing anytime soon.

2. Display Awards, Trade Association Badges and Security Certificates
If your business has garnered any recognition or if you are a member of any respected trade association, proudly show the emblems or logos on every page. Display third party security seals and use security certificates to lessen fears and increase conversions.

3. Testimonials
In the same way customers want to know who you are, they also want to know who is buying from you. Don’t be afraid of reaching out to happy customers who have sung your praises and asking for their permission to reproduce their comments (you can even offer a bonus). Some sites will even post pictures of their customers.

4. Risk-Free Trial
Build consumer confidence by offering a “no-risk” purchase. Research has shown that (risk) free offers increase sales – think of it as a security blanket. Invite new customers to “examine it, try it, use it for a full 30 days without risk”. If you are guaranteeing customer satisfaction scream it from the rooftops! This is a great asset in your unique selling proposition that you don’t want to hide.

5. Make Contact Easy
People don’t want to buy from someone who will disappear – you want potential customers firing questions your way, before and after the sale. Make sure your phone number and email address are prominently displayed on all marketing materials, as well as in your email signature. Have a “contact us” footer at the bottom of each page.

Remember, trustworthiness directly relates to your bottom line. This is why “mom and pop” stores often experience great success with their direct, straightforward approach. Start using these five easy tactics today to increase your trust and sales!

Last week, we introduced you to the new online business being launched by CityMax.com staff – also known as the E3 venture (Employee Entrepreneur Experience). We determined the company bylaws and discussed what kind of business had the best chance to grow.

This week, we looked at a variety of products to sell, from event tickets to tennis rackets, and finally voted them down to the top three. After a bit of discussion, we may have reached a decision. Check out our criteria below – what would you have voted for?

1. High-end Pens

• We determined that these were easy to sell in bulk quantities, with a 2-3% markup for each pen
• High online search volume for custom pens, as well as the top manufacturers
• Very easy to ship
• However, due to our lack of any existing relationship with a supplier this product earned few votes in the final evaluation

2. Car Wax

• An extremely expensive product that generates repeat customers
• High online search volume indicating great demand
• Easy to ship
• Market is largest in the USA
• High margins
• Better sold in high volume
• Easily branded
• Manufacturing - possibly homemade, which would mean not scalable and a low production rate
• It is a product our staff feel they can get behind
• Potentially a strong product, if supplier issues are clarified

3. Baseball Bats

• One of our members has developed a potential relationship with a supplier
• High online search volume
• Great market opportunity for Little League teams, semi-pros, beer league teams, trophies
• Free drop-shipping
• Easy to out-source production
• Small order sizes possible – no inventory back up
• Fully customizable: baseball bats can be branded easily
• High agreement among board members (CityMax.com staff)

After some debate, the E3 group reached a consensus - custom baseball bats appear to be our best option. Up next week: we research market opportunities and our competition to see if our business model is viable.

Stay tuned…

If you’re familiar with CityMax.com, you already know we’ve got entrepreneur fever. Our website builder is the heart of thousands of successful businesses (just take a look at our amazing Homepreneur finalists), and we’ve been around for over 10 years. But so what, you might ask?

Well, two weeks ago we decided to put our money where our collective mouth is. We decided to start an online venture.

Why?  To show that anyone can do it, and hopefully learn a few things along the way.

Every CityMax.com team member will help run our new small business. Each week, the entire company (all 34 of us) will meet as a board and vote to determine our next course of action – from our operational name, to the look of our website, to marketing. And you’ll get to follow along right here!

Week 1: We drafted and approved our company bylaws. Boring but essential, and very democratic.

Last week: We began talking about what kind of business we should start. To figure out the “right product”, the team started floating ideas against a boatload of questions that any new business owner should ask:

• Is it easily shipped? (The best products are those that can be packaged or shipped affordably and safely)
• Is it scalable? How are you going to manage increased shipping/sales if you go from 1 sale daily to 400?
• Does it encourage repeat customers?
• Do you have a secure product supply? A long-term relationship with key suppliers?
• Can product delivery/production be outsourced?
• Is it easy to access/local?
• Does it have high margins per item (actual dollars, not percentage)? What is the likelihood of making money on every sale, factoring order size, shipping costs, etc.
• Is the product line brandable?
• Are people searching for what you are selling?
• Do you believe in what you are selling?

Now that we’ve got a few guiding factors to help us decide our business model, it’s time to brainstorm and see what we come up with. Next week – we choose our product and begin competitive market research. Stay tuned!

It’s the end of January and looking back on last year, most small business website owners are glad that it’s over! The even better news is that if you survived, there are many ways that your business can come back bigger and better than ever.

Here’s how:

Review Your Product Offering
After a rough economic year, is your product/service still in high demand? If not, is there something you can do to make it so? Or, is there another opportunity that might work better for you?

Expand Your Reach
How far and wide are you spreading the word about your products/services? If your only form of advertising is in the yellow pages, start exploring more opportunities. With search engines and social media, there’s no reason more people shouldn’t be talking about you.

Streamline Expenses
When’s the last time you took a good look at where your money is being spent? Carefully go over your numbers and see where you can cut back. For example, try trading in your long distance phone package for Skype.

Build New Relationships
Sometimes talking to new contacts can really provide you with ideas for or insights to your business. Whether it’s chatting up a potential supplier or finding a business mentor, open up those channels to freshen your approach to your business.

Listen to Customers
You customers make your business, so if there’s something they’re piping up about, listen and let them know you’re doing so! If something’s not working for them, chances are that same something might be a roadblock for other potential customers.

To stay competitive, you and your business need to be dynamic and able to change with the market. By getting in the habit of reviewing and planning each year, you help ensure that you stay ahead of the game.

With the Vancouver 2010 Winter Olympic Games and 2010 FIFA World Cup in South Africa just around the corner, there’s no better time to look at how to capitalize on a major event for your small business website. Events that give you the chance to access the entire world from on your doorstep don’t happen every day. Here are 5 tips to leverage that momentum.

Be Creatively Audacious

Take a hint from Lululemon Atheletica, whose clothing line for a “Cool Sporting Event That Takes Place Between 2009 & 2011” has stolen thunder from actual Vancouver Olympic clothing sponsor HBC. The language behind their marketing manages to dance just within trademark laws, while capitalizing on the Olympic craze AND simultaneously thumbing their nose at the organizers. The resulting uproar has led the clothing line to selling out multiple times before the Games even begin.

Another example is from the animal rights group PETA, who last week launched a spoof of the Olympic trading pin. Their “OlympicShame” pin draws attention to the killing of baby seals, with a shockingly graphic take on the Olympic logo.

Take a chance and go for broke, even if you have to ruffle a few feathers.

Be Targeted

As always in marketing your business, know who your audience is. Don’t be intimidated with the thought that “everyone” is coming to town. For example, the Olympic Games attract hundreds of international world-caliber athletes, thousands of worldwide media, tens of thousands of tourists, and billions of TV viewers. This does not include the millions of blog readers who will be searching for Olympic content daily. Your customer base likely doesn’t change – it is only amplified.

Don’t get overwhelmed – stay focused on the demographic that makes sales.

Be Aggressive

It’s not enough to be open for business during a major event: you have to pursue your customers like prey. Your competitors are trying to distinguish themselves and if your business is outside a high-traffic area, you may be in for a slow period. Give your customers a reason to find you – for example, a promotional offer your customers can’t ignore. Be proactive and build buzz before the event begins: start talking to your audience ahead of time through social media channels (e.g. Facebook, Twitter, blogs).

A great idea in a crowd is not enough: keep on the attack to build momentum.

Be In Position

Be ready for any opportunity that comes your way. For example, have a persuasive call to action on your home page, as well as your communications materials. You never know who is reading your site. On the same notion, spotting and leveraging celebrities is a huge yet informal way to boost your business. For example, many Vancouver restaurants and stores offer free products or special shopping hours to attract film stars. In exchange all they ask for is a photo for their wall – an easy, informal and affordable exchange that provides an invaluable amount of promotional value. There’s no reason you can’t do the same with your business.

Stay alert for low hanging fruit.

Be Inspired

NIKE said it best in the 1996 Summer Olympics in Atlanta with the catchphrase: “You don’t win silver, you lose gold.” At the time, the company was not an Olympic sponsor: this controversial yet extremely successful play was an example of ambush marketing. It was panned by the IOC, but following the Games, many thought NIKE was an official sponsor. In 2005 the IOC decided it couldn’t beat them and NIKE became a sponsor.

Find the people in your industry who are the most successful and learn from them leading up to your event. Ask the question: how can you apply their strategy to your own marketing efforts?

There’s no need to re-invent the wheel, and no shame in learning from the best.

Good luck and we wish your business every success in your pursuit of gold this year!

Now that the holiday season is over, remember there’s another “special occasion” just around the corner – Valentine’s Day!

Another one of the year’s big shopping days, don’t take this one for granted as many will be surfing online stores, looking for the perfect gift for their sweetie.

Here are a few suggestions to boost your Valentine’s Day sales this year:

1. Change Your Store Theme and Advertising
Still have the Christmas colors? Swap in some red, pink, and white and make sure to remind your visitors that their loved ones will appreciate that extra attention that emphasizes how much you care.

2. Sort Your Products by Price
Depending on the newness of a relationship (or the depth of your pockets) there’s a big difference in how much your customers will want to spend on a valentine’s gift. Try listing your products by price to help them narrow down their search

3. Add Website Search
Is it easy for your small business website customers to find what they’re looking for? Include a search box on your site to help them locate the right products.

Tip: Your CityMax.com website includes an easy-to-setup Google search box. To turn it on, go to ‘Edit Site’ > ‘Power Tools’ > ‘Google Site Search’.

4. Offer Gift Wrapping & Note Cards
The added bonus of wrapping your products encourages your customers to buy and save that extra step – especially the men!

5. Recommend Products
To increase the size of your orders, suggest additional products to go with ones your customers are already interested in.

Tip: With your CityMax.com website, use the “Recommend Products” feature to display 3 additional products on each product description page in your online catalog.

Remember, there are also many singles out there, so if you’re having trouble appealing to the love birds, consider taking an “Anti-Valentine’s Day” stance and see if that works better for you!

2009 is wrapping up, and what better occasion to take a fresh look at your online business! As we march into the New Year, it’s time to figure out what is and isn’t working. Here are five tips that should help you create a more profitable 2010:

1. Focus on Customer Service
No matter how fantastic your product, it’s not what your customer will be talking about if your service stinks. By building a great relationship with your customers, you keep them happy, loyal, and talking about you with their friends. Evaluate all of your points of contact, from emails, phone messages, web contact, and even how you interact face to face – then make sure you’re going above and beyond.

2. Ask Clients for Referrals
Now that you’ll be offering top notch customer service, encourage your customers to tell their friends about you. People are much more likely to trust a company recommended by friends and it’s as simple as adding a line to your email signature (ie. Happy with our products? Recommend us to a friend!).

Tip: With your CityMax.com small business website, you can add a “Recommend Website” page, which allows your visitors to send an email recommendation to their friends.

3. Learn to Delegate
Have too much on your plate? As a small business owner, it can be hard to let others do work for you, but learning to share your workload will help you accomplish a lot more. Consider what you do in a week and identify the things that don’t NEED to be done by you, then pass them on to others. If you don’t have staff, you may want to try outsourcing some of that extra work. For example, if you need content written for your website, consider using a service like Textbroker.

4. Ditch Broken Systems
Sometimes in business we set up processes that end up not being so successful… yet we keep on using them for years. Now is the time to make a move. Is your sales method not effective for closing deals? Is one of your products just not selling no matter what you do? Is your software constantly crashing? Out with the old and in with the new. Find something that works better – you’ll end up saving a lot of time and frustration.

5. Set Realistic Goals
If you’re not already setting goals, now is a great time to start. By setting goals, you not only have something to strive for, but you also have something to celebrate once it is accomplished. Make sure that any goal you set is realistic or you may end up just frustrating yourself.

These five resolutions should make a positive impact on your business, but don’t forget to take care of yourself! Work-life balance is just as important to your business’ health, so as a bonus resolution, make sure to also set personal time as a priority.

You know about Facebook already. Maybe you have a dusty Twitter account. So why do you need to use these tools for help your business?

As a small business website owner, here are three great reasons why you should stay plugged in.

1.  Instantly connect with your audience

Imagine if you could immediately locate new customers around the world. Through social media, it’s easy to see who the key players in your industry are (find someone high profile, then take a peek at their Twitter followers or Facebook Fans) and it’s likely that people engaged with these brands are either your customer, or otherwise relevant to your business.

Just as important, you can find the people who are already excited about your product (e.g. customers, distributors), celebrate them, and let them know what other great stuff is in the pipeline. The people who champion your brand can quickly become your greatest asset. Social media is all about the strongest form of marketing there is: word-of-mouth.

2. Play to your strengths: bigger is not necessarily better

Social media levels the playing field for small businesses. While big companies lumber, you are agile. Two of the biggest complaints customers have are: 1) automated phone systems, and 2) delayed email responses. The nature of today’s technology allows you to respond instantly to potential customers who want answers now.

Offering better customer interactions online with an actual person (you) builds your brand’s personality. Creating relationships is the backbone of social media and is something that most large, monolithic companies have difficulty doing, but individuals are terrific at. (Caveat - some large companies CAN get it right. Southwestern Airlines’ customer service on Twitter is an excellent example: http://rationalsecurity.typepad.com/blog/2008/04/off-topic-south.html)

3. If you don’t reach the masses online, someone else will

Just because you aren’t using social media yet, it doesn’t mean your customers aren’t. They may already be singing your brand’s praises (or complaining loudly) on Twitter, Yelp, or any of the countless review sites online. If you aren’t a part of the conversation, you are leaving the door open for a competitor to swoop in. Being present and vocal will help you monitor and manage your brand online.

Small and large businesses alike are spreading their message and expanding their customer base online, and you don’t want miss out.  It is cheap to implement: the most popular applications are free, and the only cost is your time.

How should you begin?

Jump in! Without being familiar with the platform, you may not yet know what you are trying to achieve. That is fine: as you learn Twitter, Facebook, or the latest social media tool, the reality of your objectives will become clear.

Think big. Your average customer may result in a $100 purchase, but being mentioned by a top blog could transform your brand into an overnight success. That is the immediacy of the internet – and the nature of social media. Good luck!

Presenting the finalists for 2009 Homepreneur of the Year! We were overwhelmed by the amount of amazing entries, and thank you all for your submissions. You have some truly incredible small business website success stories and made it hard to pick just eight finalists!

From the Pet Tag Prince to Grandma Cuddles, these finalists come in all shapes, sizes, and ages! Now it’s up to you. Check out their stories on the voting page and help us choose who should be the Homepreneur (home-based business owner) of the Year!