关于Jerry Low
WebHostingSecretRevealed.net(WHSR)的创始人 - 100,000用户信任和使用的托管评论。 超过15在网络托管,联盟营销和SEO方面的多年经验。 ProBlogger.net,Business.com,SocialMediaToday.com等的贡献者。
There is often a disconnect in the way people view websites and businesses.人们查看网站和企业的方式通常会脱节。 One tendency I have noticed is to treat the website as just one detachable component of a business, when in fact it is so much more.我注意到的一种趋势是将网站视为企业的一个可分离的组成部分,而实际上却要更多。
At the very least, a website should act as an extension of your business, helping you to reach out to a customer base that isn't readily reachable for most physical stores.至少,网站应作为您业务的扩展,以帮助您吸引大多数实体店不容易获得的客户群。 If you manage the website well, it has the potential to not only take over your physical store as an income source but also reduce your overall cost while doing so.如果您对网站进行良好的管理,则不仅有可能接管您的实体店作为收入来源,而且还可以降低整体成本。
Approaching the entire website as a business entity on its own is a good way to move in the right direction.独自将整个网站作为一个商业实体,是朝正确方向发展的好方法。 Today, I'm going to give you a brief outline on how the approach works and what you'll need to do to make it so.今天,我将向您简要概述该方法的工作原理以及实现该方法所需的操作。
将您的网站放到免费域名(例如mysaloon.wix.com)上,是您做出的最糟糕的业务决策。 在免费域中经营商业网站的人在我的书中属于以下类别:
……在从他们那里购买任何东西之前,我认为这是三次。
域名很便宜。 .com或.net域名每年的费用为10到20美元。 免费域名适用于学校项目,非营利组织和业余爱好者。 如果您要在线扩展业务,请确保您做所有合法业务都会做的事情–请访问域名注册商(即 NameCheap)并购买适合您品牌的域名。
Having your own domain name is one half of the equation.拥有自己的域名是方程式的一半。 The other half is to host it on a reliable web host.另一半是将其托管在可靠的Web主机上。
您的网站需要全天候24×7可用,以便您的访问者随时可以与您联系。 对于那些刚开始学习的人,请选择可提供至少99.9%正常运行时间保证和良好性能的Web主机。 对于已经在现有网站上运行的用户, 定期监控您的网站正常运行时间。 Do not tolerate with hosting providers that go down often.不要容忍经常崩溃的托管服务提供商。 Make a lot of noise to the support so they move you to a stable server or switch to another hosting company if necessary.给支持造成很大的干扰,以便他们将您转移到稳定的服务器上,或者在必要时切换到其他托管公司。
如果您正在寻找可靠的网络主机, 这是我推荐的商务托管清单.
我在以下位置托管了我的一个网站(BuildThis.io) SiteGround。 Their uptime has been steady as a rock.他们的正常运行时间始终如一。 This website you are reading right now, is hosted on SiteGround and I have been monitoring its uptime closely for past years.您正在阅读的该网站位于SiteGround,在过去的几年中,我一直在密切监视其正常运行时间。 Here's one screenshot of BuildThis.io uptime record in the past.这是过去BuildThis.io正常运行时间记录的一个屏幕截图。
HTTPS连接会加密在用户计算机和您的网站之间传输的所有数据。 It protects users' sensitive data (such as credit card numbers and login credentials) and offers users a sense of security (它可以保护用户的敏感数据(例如信用卡号和登录凭据),并为用户提供安全感(Google Chrome现在将没有HTTPS的网站标记为“不安全”).
要实现HTTPS,您需要SSL证书。
A shared SSL certificate is free and usually provided by most hosting companies.共享的SSL证书是免费的,通常由大多数托管公司提供。 Alternatively you can obtain a free SSL from Let's Encrypt and manual install it to your website.另外,您可以从Let's Encrypt获得免费的SSL,然后将其手动安装到您的网站。 For most small businesses, a free shared SSL is sufficient.对于大多数小型企业而言,免费的共享SSL就足够了。
当您在网站上处理用户付款时,通常建议使用专用的SSL证书。 专用SSL证书共有三种类型:域验证(DV),组织验证(OV)和扩展验证(EV)。 DV是最基本的SSL证书,每年的费用约为$ 20-$ 30; 而OV和EV的最低成本分别约为60美元/年和150美元/年。
Despite the types of validation, all the certificates are having the same levels of data encryption.尽管有验证类型,但所有证书都具有相同级别的数据加密。 The only difference is the assurance about the identity of the business behind the website.唯一的区别是对网站背后企业身份的保证。
Your website speed plays an integral part for a website beyond just loading quickly.除了快速加载之外,您的网站速度对于网站至关重要。 Google, for example, ranks websites that load quickly higher than those that don't.例如,谷歌对加载速度快的网站的排名要高于未加载的网站。 And being ranked high in Google will definitely help your website to draw in more traffic and more sales.在Google中排名很高肯定会帮助您的网站吸引更多的流量和更多的销售。
Add to that, research has shown that 40% of people will abandon your website if it takes more than 3 seconds to load.此外,研究表明,如果加载时间超过40秒,就会有XNUMX%的人放弃您的网站。 Imagine losing XNUMX% of your business just because you didn't optimize your site's speed.想象一下,仅仅因为您没有优化网站的速度而损失了XNUMX%的业务。 That's a lot of potential sales down the drain!那有很多潜在的销售潜力!
在不深入技术细节的情况下,您可以采取以下措施来加快网站速度。
您的企业设定了目标,以不断改进和向前发展。
同样适用于您的网站目标。
Data is key when you're trying to keep track of progress and improve your businss website performance.当您试图跟踪进度并改善企业网站的性能时,数据至关重要。 With the right data, you can fine tune your website to your user's behaviour and needs.利用正确的数据,您可以根据用户的行为和需求对网站进行微调。
GA是免费的,功能极其强大,并且 全球超过40%的已知网站都在使用。 To install GA and start tracking your website data,要安装GA并开始跟踪您的网站数据, 阅读此Google文档.
为了破译Google Analytics(分析)提供的大量数据,我建议从简单开始,并着重于以下四个关键指标:
With these data in mind, you can start exploring and setting specific goals that will help grow your business.有了这些数据,您就可以开始探索和设定有助于发展业务的特定目标。 Some examples of website goals that you can set are:您可以设置的网站目标示例如下:
当访问者在您的网站上获得良好的体验时,他们会感到高兴。
当他们感到高兴时,他们更有可能在您的网站上停留更长的时间,与朋友分享您的内容,并花钱购买您所销售的产品/服务。
我们可以做无数的事情来使我们的网站对访问者来说更加快乐。
首先,请确保您的网站加载速度快(见第4点).
Two, design your website for better UX.第二,设计您的网站以获得更好的用户体验。 If you are selling a product online, make sure that your checkout process is easy-to-follow and secured.如果您在线销售产品,请确保您的结帐流程易于遵循且安全。 Remove all distractions and use a progress indicator during checkout.消除所有干扰,并在结帐时使用进度指示器。 Also, consider saving your customers shipping and billing information for their next purchases.另外,请考虑为您的下一次购物的客户保存运输和帐单信息。
AM + A的亚伦·马库斯(Aaron Marcus)所做的一份报告显示, 改善网站用户体验(UX),将随后提高您的整体收入。 Marcus对许多公司进行了案例研究,结果表明良好的用户体验与良好的业务收入之间存在明显的关联。
案例研究1
IBM's Web presence has traditionally been made up of a difficult-to-navigate labyrinth of disparate sub-sites, but a redesign made it more cohesive and user-friendly.传统上,IBM的Web业务是由分散的子站点难以导航的迷宫组成的,但是经过重新设计使其更具凝聚力和用户友好性。 According to IBM, the massive redesign effort quickly paid dividends.据IBM称,大规模的重新设计工作很快就带来了回报。 The company said in the months after the February 1999 re-launch that traffic to the Shop IBM online store increased 120%, and sales went up 400% (该公司表示,在XNUMX年XNUMX月重新启动后的几个月中,Shop IBM在线商店的访问量增长了XNUMX%,销售额增长了XNUMX%(来源).
案例研究2
Staples.com认为,在线成功和增加市场份额的关键是使其电子商务站点尽可能地可用。 Staples.com花了数百小时来评估用户的工作环境,决策支持需求以及通过Web浏览和购买办公产品和小型企业服务时的趋势。 Methods included data gathering, heuristic evaluations, and usability testing (方法包括数据收集,启发式评估和可用性测试(来源).
Genuine testimonials add credibility for the products or services you are selling.真实的推荐书可增加您所销售产品或服务的信誉。 And, people tend to rely on online reviews when making purchases.而且,人们在购物时倾向于依靠在线评论。
您可以做的三件事:
将这些反馈和评论添加到您的网站。
“关于我们”页面可能是您网站上经常被忽略的第二重要页面。 You see, an effective “About Us” page can serve as a “sales page” if done properly.您会发现,有效的“关于我们”页面可以正确地用作“销售页面”。
如果您有一个“关于我们”页面,可以与用户交流并确定您的品牌值得信赖且易于接近,那么该用户更有可能与您开展业务。
But what makes a good “About Us” page?但是,什么才是好的“关于我们”页面呢? There are no hard rules that you need to follow, but for starters, they need to answer the following questions:您无需遵循硬性规则,但对于初学者而言,他们需要回答以下问题:
This should give a good foundation to start with.这应该为开始打下良好的基础。 After that, it's about designing the page to fit your market.之后,就是要设计适合您市场的页面。 Again, there are no hard rules to follow and you can try to experiment with your design to fit your brand.同样,没有硬性规定可以遵循,您可以尝试根据自己的品牌进行设计。
这是Canva提供的“关于我们”页面的一个很好的示例:
根据自然搜索,商业网站的访问量约占三分之一 枢纽研究.
超过90%的在线体验始于搜索引擎.
优化您的网站以提高搜索排名-特别是Google排名已不再是一种选择。
要在本文中涵盖有关SEO的所有内容,将有太多信息,因此,我将重点介绍您需要做的三件事。
创建符合您的目标受众意图的有用内容。 您的访问者访问您的网站是有原因的-无论是获取一条信息,比较产品还是进行购买。 您的网站应有效,高效地服务于目标受众的意图,其中包括:
Links, both incoming and outgoing links, have been one of the key factors search engines use to rank websites.链接(传入和传出链接)一直是搜索引擎用来对网站进行排名的关键因素之一。 Obtain links from relevant trusted websites naturally;自然地从相关的可信任网站获得链接; link out to other trusted sources from your website whenever it's appropriate.适当时从您的网站链接到其他受信任的来源。
在页面标题和副标题中包含相关的关键字( , ),对所有图像使用描述性替代文本,使用架构标记来帮助搜索引擎理解您的内容,经常链接至您的重要页面,以及删除或合并内容重复的页面。
到了2020年,您不需要我告诉您社交媒体在企业营销策略中起着重要作用。
约有3.5亿活跃用户使用社交媒体,请务必在与目标受众相关的平台上拥有活跃的社交媒体形象。
The benefits of using social media to build your brand are undeniable.使用社交媒体建立品牌的好处是不可否认的。 Considering that考虑到 60%的Instagram用户在平台上发现新产品,社交媒体是接触新的和高度针对性的潜在客户的自然场所。
尽管您可以选择在每个可用的社交媒体平台上都拥有一个帐户,但是将精力集中在主要人口统计数据倾向于活跃的地方是更明智的。
FaceBook非常适合定位较早的人群,而Linkedin将主要专注于在职专业人员。
这是正确完成社交媒体的示例:
妈妈博客劳伦(Lauren)专注于在自己的主页上建立自己的关注者–劳伦(Lauren)专注于“时尚育儿”,而Instagram上的主要性别是女性,因此Instagram是合适的地方。
电子邮件营销可以成为增加业务收入和利润的有效方法。
Email marketing has an estimated return on investment (ROI) of 3,800% which means that on average, each dollar invested in email marketing nets a return of $38.电子邮件营销的估计投资回报率(ROI)为XNUMX%,这意味着在电子邮件营销中投资的每一美元平均可获得XNUMX美元的回报。 Aside from just the financial perspective, there are many other beneficial aspects of email marketing such as:除了财务方面,电子邮件营销还有很多其他有益的方面,例如:
Just like running a brick-and-mortar business, there are rules and regulations for running a website like a business.就像经营实体店一样,经营类似企业的网站也有规则和规定。 And, just like running a business, you need to be having some form of accounting on hand.而且,就像开展业务一样,您需要手头上有某种形式的会计。
其中一些主题可能看起来有些复杂,但对于您(作为企业和网站所有者)来说,了解它们并理解它们绝对是重要的。
One important aspect that most entrepreneurs tend to overlook in an online business is the finance.大多数企业家在在线业务中往往忽略的一个重要方面是财务。 When your website and your business starts to get bigger, it's a good idea to have a good accountant on hand to make sure that your site's finances are healthy.当您的网站和业务开始发展壮大时,最好聘请一位好的会计来确保您网站的财务状况良好。
当您拥有最新的会计最佳实践的在线业务时,它将帮助您的业务实现财务增长,并可能为您提供更多的扩展机会。
但是,您从哪里开始呢?
Well, if you're still a small business, it's best to just hire a freelance accountant on a contract basis to handle all your finances from time to time.好吧,如果您仍然是小型企业,最好只是按合同聘请自由会计师,以不时处理您的所有财务状况。 Anything bigger and you'll have to use a full accounting agency to help keep track of your finances.任何更大的事情,您都必须使用完整的会计代理机构来帮助您跟踪财务状况。
GDPR代表 一般数据保护条例。 It's basically a law that specifies how personal data should be collected, used, protected, or interacted with.基本上,这是一部法律,规定了应如何收集,使用,保护或与之交互的个人数据。 While it generally focuses on the EU, it can affect any organization that's not based in the EU as well.尽管它通常以欧盟为中心,但它也可能影响任何不在欧盟的组织。
被发现不符合GDPR要求的公司可能面临公司年度全球总收入的4%或20万欧元(以较高者为准)的罚款。
如果您居住在欧盟或打算在欧盟内开展任何业务,建议您使网站符合GDPR规定,以免被罚款。
免责声明和隐私政策的重要性
With the EU making GDPR a requirement, having a disclaimer or a privacy policy is becoming a necessity for any entrepreneur or business who's starting a website.随着欧盟对GDPR的要求,对于任何创办网站的企业家或企业来说,拥有免责声明或隐私政策已成为一种必要。 Generally, a privacy policy should disclose what personal information you collect from a user and how you intend to use it and keep it private通常,隐私权政策应披露您从用户那里收集了哪些个人信息,以及您打算如何使用它并将其保密
Some countries will require you to have a privacy policy by law and other times, it might be required by third-party services such as Google Adsense or Amazon Affiliates.某些国家/地区会在法律和其他时间要求您制定隐私政策,第三方服务(例如Google Adsense或Amazon Affiliates)可能会要求您制定隐私政策。 Either way, it's a good idea to have one in place.无论哪种方式,最好都准备好一个。
Ideally, you would work with your developer to develop a web cookie system and go to a lawyer to draft out privacy policy that's compliant with all applicable laws.理想情况下,您将与开发人员合作开发Web Cookie系统,并请律师起草符合所有适用法律的隐私政策。 However, if you don't have the time and budget,但是,如果您没有时间和预算, Iubenda 是负担得起的选择。
一旦您的网站变大,也许是时候考虑雇用人员来完成某些工作或职能了。
Let's say you run a blog on your business website.假设您在企业网站上运行博客。 When the blog gets bigger, it might get harder to produce content more consistently as you might have to juggle other tasks, such as producing new blogposts and networking with other bloggers.当博客变得更大时,由于您可能需要处理其他任务,例如制作新的博客文章以及与其他博客作者建立网络,因此更加一致地产生内容可能会变得更加困难。
This is where freelancers or part-timers will come in handy.这是自由职业者或兼职人员会派上用场的地方。 Delegating your tasks to others will allow you to focus on bigger and more important tasks.将任务委派给其他人可以使您专注于更大,更重要的任务。
Platforms such as Upwork, Freelancer.com and even Fiverr makes it easier than ever for you to hire people on a temporary or a project-by-project basis.诸如Upwork,Freelancer.com甚至Fiverr之类的平台使您可以比以往更容易地临时或逐个项目地雇用人员。 Of course,当然, 雇用自由职业者的成本往往会有所不同 and sometimes, it might be better to just expand your outfit and hire permanent staff instead.有时候,最好只是扩大衣服并雇用长期员工。 If you're looking to hire a permanent staff, sites such as如果您想雇用长期员工,例如 Monster.com or CareerBuilder.com are a popular option for smaller businesses.是小型企业的热门选择。 All you have to do is just post a job ad or search for resumes on the platform.您所要做的只是在该平台上发布招聘广告或搜索简历。
Of course, some of the concerns with hiring people is that there's more overhead for you.当然,聘用人员时要担心的是,您需要承担更多的管理费用。 If you're a small business, you might end up having to micromanage your staff and have less time to focus on your business.如果您是小型企业,则可能最终不得不对员工进行微观管理,而没有更多时间专注于自己的业务。
Fiverr 是一种资源,可让您浏览自由职业者库,以查找从内容创建到社交媒体支持的所有内容。
They allow freelancers to create offers which can then be chosen by you.他们允许自由职业者创建要约,然后供您选择。 Alternatively, you can create a job (post a 'request') that you specifically need and allow Fiverr freelancers to bid on it.或者,您可以创建自己特别需要的工作(发布“请求”),并允许Fiverr自由职业者竞标。 For every transaction, Fiverr will take its cut in the form of a fee that's tacked on to the final price.对于每笔交易,Fiverr都会以固定在最终价格上的费用的形式进行削减。
The fee varies depending on value of transaction.费用视交易金额而定。 Because of a reputation system, Fiverr freelancers can be aggressive in trying to meet job requirements.由于建立了信誉系统,Fiverr自由职业者可以积极满足工作要求。
Web开发人员
作家
在某个时候,您可能要考虑在建立网站后将其出售。
一旦您的网站开始变得庞大并成为一种有价值的资产,您就可以将其出售给其他人,就像在实体商店中一样。
出售网站可以采用以下两种方式之一:
选项A对于大多数网站所有者而言可能并不可行,但是您可以肯定地探索选项B。在线市场例如 Flippa 和 BuySell网站 具体涉及买卖网站。
If your website starts pulling decent traffic, say about 20,000 unique visitors a month, you can easily sell it on Flippa for as high as $7,000!如果您的网站开始吸引可观的访问量,例如每月约有XNUMX个独立访问者,则可以轻松地在Flippa上以XNUMX美元的高价出售它! If you're willing to let go of your website, selling them on auction sites is definitely a viable option.如果您愿意放开自己的网站,那么在拍卖网站上出售它们绝对是一个可行的选择。
Thanks to the age of digital, having an online presence is no longer an optional extra but a very real necessity.由于数字时代的到来,拥有在线业务不再是可选的,而是非常现实的必要。 The steps I've outlined here should give you a good idea of the powerful potential that your website represents.我在这里概述的步骤应该使您对网站所具有的强大潜力有了一个很好的了解。
The only question that should remain after having gone through this guide is role you wish your website to play in the success of your business.阅读完本指南后,唯一剩下的问题就是您希望网站在业务成功中扮演的角色。 Are you looking for support from it for your main business, or are you willing to go the distance and exploit it to its fullest potential?您是在寻求主要业务的支持,还是愿意尽最大的努力去发掘它的潜力?
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扩大在线业务的13项必做之事 点击鸣叫