Tag Archives: Selling

Build a website to boost your brand

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There are certainly some impressive websites out there, and they look like they have been made by a multinational corporation, though chances are a small business is running them just like you. This guide will look at what is required to build your website.

A website is a collection of publicly accessible, interlinked Web pages that share a single domain name. Websites can be created and maintained by an individual, group, business or organisation to serve various purposes. Together, all publicly accessible websites constitute the World Wide Web.

WHY should I have a website?

Do I need a Website?

A website will give you a place to explain your brand and offer your products and services to customers. It may be just an information site or may provide a digital storefront for goods 24 hours a day to a global audience.

This is a place you can promote your business and engage with customers more efficiently.

WHAT do you need to do before you build a website?

Read our essential guide on web domain and email. This will show you how to register a domain name which is your website name. for example, SBanswers.com is this site’s domain name. Once you have secured a name, you can decide what to do with it.

Your next step is to come up with a digital strategy. This strategy will include what technologies you want to use, like a website, social media, e-commerce, video, or email, and what outcome you hope to get. A good idea is to have some sort of roadmap (plan) and who is responsible for the outcomes.

Website type is your next decision:
  • Corporate – Don’t be confused by the name. This site for your small business provides information about your business and lets potential clients or customers know how they can get in touch with you.
  • Blog – This is an online journal or informational pages that is regularly updated. Gadgetguy.com.au, our sister site, is an example of this, with technology news and reviews updated most days.
  • E-commerce – An online store to transact a sale, including accepting money and shipping goods. Our essential guide on e-commerce covers this in detail.

HOW do I build a website?

You can build one from the ground up, which is expensive or as a small business. We expect you will use a readymade template. The site will need to be hosted, and although you could do it yourself, we do not recommend it. Instead, it would help if you looked to the domain/hosting companies that not only host your site but also will provide you templates and web builders that do not require any special expertise to pull together a professional-looking site. E.g. Crazy domains or Go Daddy.

Site content

The next step is creating the site’s content and look and feel. Remember, the site will be available 24 hours a day to anyone worldwide and, for many, will be the first impression a customer will have of your business. So choose designs and fonts that represent you, maybe you are creative, or perhaps you are very serious. They say pictures tell a thousand words, and again this is critical. Pick images that relate to what you do and the messages you want to get across. The most important part of your site is ultimately the words and how you describe your business, products, and services. Including keywords related to your offer will increase your chances of being found on the internet (SEO).

Your website is now built and published on the internet but do not expect people will swamp it on its first day. It will take some time before search engines like Google find it, and it won’t be found organically (without help) as nobody knows your new domain name yet. We cover SEO Search Engine Optimisation and SEM Search Engine Marketing in a separate guide. Put simply. These are ways to make your business found more easily on the web and tactics you can use to promote your business online.

In evaluating the different hosting providers look for the following things:
  • Cost – How much per month
  • Webspace or storage – The size of the website they will host for that plan.
  • Bandwidth – If there is any limit on the amount of traffic the site hosts.
  • Websites – Some plans allow you to have several sites in the same plan.
  • Email – The number of included mailboxes.
  • Templates & Tools – to help you build and maintain your website.
  • Stock images – x number of stock images will be included in your subscription.
  • Speed – some plans offer faster loading speeds. Customers are more likely to stay on your site if pages load fast.
  • Backup – whether a backup is kept of your site in case of failure.
  • DDoS protection – protects against Distributed Denial of Service attacks which can cause outages.
  • SSL certificate – This encryption is needed to keep online sales secure.
  • Uptime Guarantees – represented as a percentage of time they guarantee your website will be available to be viewed.
  • Monitoring – allows you to see statistics on your site and view any issues that arise.
  • Tech support – Hours of service they are there to help resolve issues.
  • UI – the simplicity of the interface to administer your website.

HINTS

When sourcing photos for your site, use your own or those of others but ensure you have permission if you use someone else’s. You may be provided with some “stock” photos free to use, but other photos can be utilised for a small license fee. If you use someone’s photo without permission, they may come looking for payment in the form of a letter from a lawyer.

Remember, when writing content (text), be aware of how you see your business and how a customer may see it differently. For example, your widget with doubled mirrored redundancy might mean something to you, but to the customer, they may not know what you are talking about. Always think about what the benefit to the customer is and explain it to them in their language.

It’s important to test your website before you go live, and this ensures your customers can easily navigate around it and, if you have an e-commerce store, successfully buy your products or services.

A website is not something that should be built and then forgotten. Always look to update and improve it to remain relevant and attract customers.

SUMMARY– Quality website experience

A website will boost your brand and help you sell. Setting up a site with a template is relatively simple and inexpensive. If you are not confident in building your website, many companies can assist you in producing one. Always test your website and always keep it up to date to ensure the best customer experience.

EFTPOS accepting credit cards

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Depending on the type of business you are running or planning to start, it is important to make it as easy as possible to receive payment in a face to face scenario.  You have two main options today, which are cash or credit card.  In the future, we will see other money transfer options driven by smartphones, but today we will focus on credit cards. You will need an EFTPOS solution (Electronic Funds Transfer at Point Of Sale) to facilitate this. This guide looks at what is involved in offering EFTPOS in your business.

An EFTPOS terminal or machine is an electronic device that assists in transferring funds from a customer’s bank account to your business bank account. To pay at an EFTPOS terminal, your customers must have an EFTPOS card, Debit Card, or Credit Card. You can also load the identity of your credit card onto your mobile phone and use that as a tap solution with an EFTPOS terminal. The EFTPOS solution does need the internet to function. The transaction settlement into your account normally occurs the same day or overnight.

WHY is EFTPOS easier?

EFTPOS is a convenient form of paying for the consumer as they do not need to carry cash. Indeed modern solutions don’t even need a card to be carried with payment able to be done from a watch, phone, or even a ring.

The merchant (you) reduces your need to have cash, less change, fewer security concerns, fewer visits to the bank, less counting, etc.  Instead, money is quickly transferred, and the time taken to tap & go a card is significantly quicker than other methods allowing you to move on to your next customer faster.

One might also argue that using EFTPOS makes a customer less concerned about cost as a tap is more vanilla than counting out notes.

WHAT EFTPOS fees are there?

EFTPOS Solutions are available from different providers, including banks and independent software developers. Some providers offer a flat fee, with other fees applied to each payment option, so it is worth shopping around. Any of the following fees may apply:

  • Price per month. A set fee that will be charged per month up to a certain dollar value of card transactions, after which you will be charged a fee as a percentage of every purchase over that dollar value.
  • Credit card authorisation fees. These are fees charged when an inquiry is made to ensure funds are available on a card before a transaction is processed.
  • Credit card service merchant fee. This fee may be charged by the bank when you process a credit card and is generally expressed as a percentage. Some cards have higher fees than others, like American Express.  It is your decision about which cards you will accept. Some retailers choose to pass this fee onto their customers, but there is government restriction as to how much you can pass on. https://www.accc.gov.au/consumers/prices-surcharges-receipts/credit-debit-prepaid-card-surcharges.
  • Payment terminal and account fees. You may be charged fees for administering your account, installing your payment terminal, or establishing your account. Establishment fees, cancellation fees, and equipment fees may also apply.
  • Chargeback fees. If the cardholder disputes a credit card transaction, you will be charged a fee.
  • Terminal access fee. This is a rental fee for providing and maintaining your EFTPOS terminal.
  • Debit card fees. You may be charged fees for processing debit purchase transactions or for a customer getting cash out at an EFTPOS terminal.
  • Sign up offers. Rental fees or others may be waived for the first x months of operation.

HOW do I pick which EFTPOS terminal is right for me?

EFTPOS terminals can come with several different features to consider when deciding which provider to choose:

  • Portable payment terminals. Not all terminals need to be plugged into a power point, and a portable unit has a battery and uses the mobile phone data network to transact.
  • Connect to a smartphone. This is a device that will connect to your smartphone physically or wirelessly. It allows the credit card to be tapped or inserted to complete the transaction via an app on your smartphone.
  • Payment options. Refers to what payment methods can/will accept Visa, MasterCard, American Express, Union Pay, Diners Club, Apple pay, Google pay, JCB, or Alipay.
  • Insights and analysis. Results and analysis of sales can be done via the terminal.
  • Settlement time. This is how quickly you will see the money in your bank account.
  • Email receipts. The option to email customer receipts rather than giving printed receipts to customers.
  • Receipt printer.  The option to physically print a receipt. It is normally done on heat-sensitive receipt rolls.
  • Terminal location.  The ability to store the GPS location (address) of where the transaction took place.
  • Accounting package.  The ability of the EFTPOS solution to be integrated into your accounting package.  This simplifies backend accounting procedures.
  • Customer Service. This can be telephone support through to a replacement of a terminal.  Make sure you also check the operating hours.

HINT

Beyond the major banks, we also recommend you compare a company called Square which sells a solution you can pick up at Officeworks and have running in minutes via your mobile.

It is also possible to make EFTPOS payments via most accounting packages without needing additional hardware. Note this will require all card details to be entered manually.

SUMMARY – Show me the money!

EFTPOS does not require you to go to the bank or keep cash secure, and the money will be available the next day.  Tap and Go facilities and mobile solutions mean you can collect payment quickly anywhere you can get mobile or internet coverage.

Selling a small business

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When we start a small business, we all dream of how much money we will make and at some point, we hope to sell it and enjoy the high life. The selling process can be overwhelming and time-consuming; this guide will explain the basics and help you decide how to move forward.

Selling your business is the process of putting your business up for sale by an owner or owners. Just as you needed a plan to get into business, you’ll need a plan to get out of it.

WHY are you selling your business?

Selling your business is a very emotional decision, and you must have thought this through. Remember that the first question a prospective buyer is going to ask is, why are you selling?

If you are selling because of financial stress, an alternative may be to speak with your accountant or business advisor first.

When selling, you must also decide exactly what are you selling?

  • Do you want to sell everything?
    • Do you want to walk away?
    • Are you prepared to stay on for a period to help with the handover?
  • Are there any assets you do not want to sell? for example, a car
  • Does the sale include your registered business name?
    • Will you agree not to compete?
  • Do you have some business’ intellectual property (IP) that you want to sell?
  • If you own property associated with the business will you keep that?

WHAT is the value of your business?

Like selling a house, you probably don’t know its true value. If selling, you will need to value it, which cannot include your emotional attachment. Otherwise, you could easily price yourself out of the market. T value and sell a business you can attempt to do it yourself, or you can get professional advice from the likes of your accountant, business advisor, or a business broker.

Beyond understanding the financials, you will need to consider goodwill, including the intellectual property of the business, any plant and equipment, including digital assets of the business, and any stock or inventory that the business owns.

There is no single business valuation method, instead of a number that can be used singularly or combined. S e of the more popular include:

  • Book value – Subtract liabilities from the assets. For example, if you have $100,000 in assets and $30,000 in liabilities, the value of your business is $70,000.
  • Return on Investment (ROI) – uses the formula ROI = (net annual profit/selling price) x 100.  If the selling price was $100,000 and your annual net profit was $10,000 your ROI would be 10%.  Thus a buyer could expect to get 10% back on their money based on an investment of $100,000.
  • Market value – This is how much someone is prepared to pay for your business. It is market and industry-specific so it is worth researching your industry.
  • Goodwill – A business may only be worth the reputation of one employee and if that is you, and you leave, goodwill is what the business is now worth.  Customer loyalty and brand reputation are usually factors that affect this.
  • Cost of creating from scratch – current cost if you had to start the business today.
  • Future profits – If you can predict what future profits may look like this can significantly increase the price of business if on an upward trajectory.

Note if you have not paid attention and not kept accurate records of your business, this will impact the perceived value of your business.

HOW do I sell my small business?

There are several ways to sell businesses, but the most common is through a broker. A broker will help with the whole process, including valuations, marketing, negotiations, and final sales. Some internet solutions charge a set fee, and others charge a 7-10% commission on the sale price. Mar ting costs are normally in addition. A directory of business brokers can be found here.

To sell your business, you will need to provide the following information:

  1. Financials: Tax returns (3 years), bank statements (3 years), balance sheets (3 years), accounts receivable/payable lists, salary information, financial forecasts, stock inventory and cost price, valuation of equipment and fixtures.
  2. Legal: Business registration (ABN), contracts/agreements, insurance policies, building leases, licenses, patents/trademarks, employee agreements, and records of employment, franchise agreements current loans/agreements. If it is a freehold sale, the land title, and any agreements.
  3. Operational: Marketing plans, vendor and customer database, equipment servicing receipts, website details and statistics, business procedures, training manuals, and employee manuals.

Without a broker, you would need to do the following:

  1. Value your business
  2. Prepare a marketing document on your business including history, what you sell, competition,  growth prospects, why you are selling, and contact details.
  3. Advertise the business is for sale. Word of mouth and your existing networks may also help.
  4. Deal with interested parties
  5. Be prepared to make relevant financial, legal, and operational information available as per above so the prospective buyer can do their due diligence.
  6. Prepare a contract of sale. It is highly recommended you use the services of an accountant and lawyer at this point to help prepare the documents and transfers.
  7. Determine how and when settlement will occur.

HINTS

Keep your employees up to date when appropriate.

Selling your business may result in additional obligations that need to be paid, such as employee entitlements or tax amounts from asset sales.

Normally the sale of a business is GST free.

Remember to account for asset depreciation when valuing an asset.

The Australian Tax Office offers small business owners the following Capital Gains Tax (CGT) concessions.

  • 15-year exemption – may exempt a capital gain from a business asset you have owned for at least 15 years
  • 50% active asset reduction –allows you to reduce the capital gain arising from the sale of a business asset
  • retirement exemption – allows you to receive relief from CGT if you sell active assets used in your business. Active assets include those used in the course of operating a business and intangible assets like goodwill.
  • rollover – allows you to defer a capital gain from the disposal of a business asset for two years.

SUMMARY – Consider using a business broker

Make sure you are selling for the right reasons. Work out if you want to sell everything or just parts. Decide if you will get help from a business broker to sell your business or do it yourself. Be prepared to provide all your confidential information and try hard to keep emotion out of the process.

Video Production and Editing

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Video is a very powerful medium. We spend so much time consuming it ourselves and the internet has only increased that.  A video can tell a story so much better and can help your business stand out from the crowd. In this guide, we will look at why you should consider using video. What is involved in video production and editing and how you might go about producing a video.

Corporate or business video production is the end-to-end process of making a professional video for communication to external or internal audiences. Content may be used as promotional videos and video marketing, recruiting videos, and for learning and development, or sales.

WHY should you consider using video?

The exponential rise in video adoption across the internet – especially on social media – has inspired businesses to implement video in ever-new and exciting ways. From sales and marketing, right through to internal communications, training and human resources, organisational functions are transforming the way teams communicate with engaging, effective business videos.

Viewers retain 95% of a message when they watch it in a video, compared to only 10% when reading text. (Source: Insivia)
78% of people watch online videos every week, with 55% of viewers watching videos every day. (Source: HubSpot)
By 2022, online videos will make up over 82% of all consumer internet traffic – 15 times higher than in 2017. (Source: Cisco)
90% of users say that product videos are helpful in the decision process. (Source: HubSpot)

Videos can be made to help convey the following:
  • How-to videos
  • Tips & tricks content
  • Recorded webinars
  • Behind the scenes videos
  • Customer testimonials
  • Stories that showcase your products or services
  • Business overview

WHAT is involved in video production and editing?

The thought of filming a video can be quite intimidating whether it be a camera pointed in your face or all the equipment perceived to be needed to make it look professional.

To end up with a successful video that will help your business there are 4 key steps:

  1. Planning (or preproduction)
  2. Shooting
  3. Editing
  4. Distributing
Planning

This is the most important step. Long before a camera is even switched on you need to be clear on why you want a video and then come up with the idea for the video. Part of this planning process is also understanding how you will enable people to see the video which might affect how long it is and the creative idea. Next step is to create a storyboard or video plan template which may or may not contain a script depending on how structured the video will be.  This process will help you determine what shots you need to ensure you record everything you need to convey your message. Download a video plan template here.

Shooting

This is where you will shoot or record what you have outlined in your video plan template. Ensure your presenters or interview subjects know what is expected of them and at your selected location look for an interesting backdrop.  Another key consideration is lighting which can be provided by natural light or using artificial lighting.  Never put the sun behind your subject.

Your talent may not even be the star of your video it may be a product or a process. Gathering what is referred to as B roll footage enables other shots to be inserted during editing whilst you still hear the presenters voice.  Stock B roll footage may also be purchased if it is impractical to get the shot.

Before you finish filming ensure both your video and sound is good by playing it back as it will be much easier and potentially cheaper to do a second take then, as not all mistakes can be corrected in editing.

Editing

Editing is the process of taking all the footage you have taken and assembling them in a logical sequence to convey your message. To edit video a video editing software package is required. Free trials are available to help you find one that suits. If you have no experience then you can learn to do this but it does take a certain skill to deliver a professional result.  Be careful not to over-edit with too many transitions between shots and effects. 

The soundtrack is just as important as the video, music and effects can be a useful addition to the recorded speech. Additional voice overs can also be added at this time.

Distribution

Now that you have a video it is time to get people to watch it.  This might be used only for a private audience like training through to anyone on the internet.  Consider who will see it and who should not.  If making the video public consider your audience and where best to display the video which may be multiple places. Some ideas include your website, Facebook, YouTube, Instagram, Twitter and LinkedIn.

HOW do I create a video?

Now that you understand what is involved you may be feeling confident and you may not. You have some options.

The first option is to outsource the entire project.  A video production company can do everything for you and a short corporate video will probably cost around $5,000 to $10,000.

If you have experience or are feeling confident you can have a go at doing the entire production yourself.  You will need a camera (a modern high-end smartphone has an excellent camera for recording video) and a tripod. If your budget allows a wired or wireless microphone and video light will immediately improve your results. As discussed above video editing software and a reasonably powerful PC will be needed. More details can be found in our guide on buying a PC. Editing a video yourself will take time to learn how to edit then time and patience in to produce the final video.

A third option is available through an innovative Australian company Shootsta who offer a service to provide you with equipment and guidance to shoot the video yourself and then they will edit it professionally within a few days.  They also will take your video footage from your smartphone and edit it. They also offer many instructional videos to help you get that professional result.

HINTS

Great video guides to learn how to make videos can be found here.

According to HubSpot the ideal length of a video used for social media should be:

  • Instagram: 30 seconds
  • Twitter: 45 seconds
  • Facebook: 1 minute
  • YouTube: 2 minutes

You may love a popular song but putting it in your video without permission may put you in court.  Ensure you use royalty-free music and sound effects in your productions.

SUMMARY – Video Production and Editing

Video footage has been proven to enhance a business message. They not only can be used in sales and marketing but also for training.  Always start with a solid plan on how the video will be used and turn that into a checklist to get to that outcome in the video’s production. Your steps of video production include Planning, Shooting, Editing and Distribution.

Having professional help or support in the process will raise the level of your production and increase your chances of the video delivering on the reason you made it in the first place.

How to Invoice

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As a small business owner, you need to keep track of how much money is coming in and how much money is going out. The collection and creation of invoices is a key way to achieve this. Thus you need to know how to invoice.

In this guide, we will look at why, in most cases, legally, you must provide invoices to your customers and how you go about creating one. We will also look at when and how you want to get paid.

An invoice is a time-imprinted business document that itemises and records a transaction between a seller and a buyer. If the goods or services were purchased on credit, the invoice usually specifies the terms of the deal and provides information on the available methods of payment.

WHY should I invoice my customers?

If your business turnover exceeds $75,000, you must register for and pay GST. See our guide on GST. When you make a sale of $82.50 or more, including GST, you must issue an invoice.

If your business has a turnover of less than $75,000, your customers may demand an invoice, and even if they don’t, it is simply good business practice.  We have written a comprehensive guide on Record Keeping.

Legally you must keep a copy of your invoices for 5 years.  This can be a paper copy or electronic.  These copies will help you fill out your BAS.

If a customer requests an invoice, you must provide it in under 28 days.

WHAT terms should I offer my customers?

Before we look at the invoice itself, a very important decision needs to be made about whether you will offer your customers any credit.  This is when you expect to get paid for the goods or services that you are providing.  Options include:

  • Deposit – You require a percentage of the total upfront to start work
  • Cash on delivery – full payment is made at the time of delivery of the product
  • Payment on completion of work – full payment is made at the time of completing a service
  • Progress payments – a schedule of payments normally with milestones are set through the project
  • Credit terms – the customer is given a set number of days to pay
  • Discount for early payment – You offer an incentive or discount to pay an invoice early, like a 5% discount if they pay within 7 days

Ideally, you get paid early or at the time of delivery, however, many businesses will not accept that if you want to do business with them.  Unfortunately, some companies have conditions whereby you have to accept terms of up to 120 days if you want their business.  This is robbery, and the norm would be 30 days. The longer a business takes to pay you helps their balance sheet, the quicker you get paid helps your balance sheet.

You will also need to decide what payment methods you will accept.  A bank transfer will be the most attractive as it will not attract fees, you don’t have to handle cash, and the money should move to your account within 24 hours. Cash will require you to visit the bank.  If you decide to accept a credit card or Buy Now Pay Later (BNPL – for example PayPal), you will get the money straight away, but you will have to pay a merchant fee in the form of a percentage of the transaction.  This payment form is convenient for the customer and will get the money to you fast. 

Whatever form of payment or payment terms you decide to use, you will need to consider when building your cost model.

HOW to invoice

By far, the easiest way to produce an invoice is through an accounting package.  If you create one manually, this can easily be done using a spreadsheet or word processing application. You will find many templates available in those applications, as well as downloadable templates from the internet.

In Australia, an invoice must include:

  • the heading “tax invoice”
  • Your business or trading name
  • your Australian business number (ABN)
  • date of the invoice
  • a description of the items sold, including the units (hours or goods) and price
  • the GST amount– this can be shown separately or, if the GST amount is exactly one-eleventh of the total price, a statement which states ‘Total price includes GST’ (only applies if you are liable for GST)
  • If the invoice is over $1,000, including GST, you must also include the buyers’ identity or ABN
Example

Tax Invoice

Freds Shop                                                                             17 Fake St
ABN: 32 123 456 789                                                           Your Town State Postcode

Date:  25 March 2021

To:         Valuable customer
              56 Down Rd
              Town State Postcode

Description                                                   Quantity             Total
Widgets                                                          1                           $40.00
Labour                                                            2hrs                     $80.00

Total Price including GST                                                       $132
GST                                                                                              $12.00

HINTS

Now you have created your invoice, you need to send it to your customer, with the most common form these days being via email.  Ensure you have the right contact, and it is also worth copying it to a company’s accounts payable team. You can, of course, hand-deliver or post.

If your customers do not pay your invoices, read more about your options in our guide on bad debts.

The tax office provides guides on requirements for tax invoices here.

SUMMARY – How to Invoice

Accurate invoicing will help you keep your business in check and the ATO happy.  An invoice can be easily created. You can use an accounting package to help with the greater task of managing to invoice and your accounts.  If your turnover exceeds $75,000, you must provide invoices that specify GST.  Invoices are not required for amounts less than $82.50, including GST.

Website design for subscribers, leads, and sales

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Website design is critical for your business success. When you open a web page, do you read it or do you scan it? We all want instant gratification to quickly find what we want. A well-designed website will engage readers and help you achieve your goals.  This guide will look at why web design is essential and look at what you should consider to get the best result.

Web design can be defined two ways.
1. Referring to the design of the website displayed on the internet and the consumer experience. The experience of viewing the page includes its layout, the content contained and the graphic design.
2. To create and maintain a website using a process of planning, conceptualising and arranging content. Website design uses specialised software and templates combined with human creativity.

WHY should I care about good website design?

The best layouts for sales are deeply influenced by conversion science (study of converting a user’s interest into a sale). This means layouts are critical for marketers who want more subscribers, leads, and sales.

A visitor’s first impression of your website is critical! Layout and design are what influences that first impression.

More than 90% of first-impressions are design-driven. A visitor will form an opinion of your site in less than a second.

A recent study indicates that nearly 50% of all web visitors will decide if your site is worth their time based on design alone.

Colours and graphics contribute to a website’s design. Still, it is the layout that is most important when it comes to user experience and digital conversions.

WHAT makes a good website?

Simple to use – users should not have to work out how to use it
Intuitive – makes information easy to find
Streamline – marketing fluff or clutter is removed
Engagement – convince readers you are worthy of their time
Easy to read – simple text and layout means lazy readers will absorb
Consistency – colours, fonts, and imagery are consistent and on-brand helping visitors connect with you
Responsive – ensures superior experience no matter if consumed on a desktop, tablet or a mobile
Fast – our patience is stretched if a web page takes too long to load

For information on steps to create a website refer to our guide to building a website to boost your brand

HOW do I ensure my website design is effective?

Let’s face it, not all of us are creative, and if we are, we may not then have the skill set to briefly explain a product or service.  The net result is web design takes a specific set of skills that may collaborate with several individuals with different abilities.

Web design has become much simpler with the availability of user-friendly software tools and the availability of template-based building tools.  You have many options to do it yourself or completely outsource the project to something in the middle, like getting some help with some graphics. See our guide on graphic design.

Some key practical attributes of a good website:
  • Use lots of white space to highlight the headline and call-to-action
  • If the visitor wants to learn more, they can scroll down
  • Simple (cut-down) menu that makes finding what you need simple and intuitive
  • Show an example of the solution at work
  • Visitors can understand why they would need the solution, which helps to push the conversion
  • Have a call to action that is static – it’s always prominent, even as visitors scroll down and continue to read
  • Keep the menu static, so readers always have access to other content
  • Ensure the layout is pleasing and easy to read so visitors will be engaged
  • Use clearly marked headings with simple explanations and links for more info
  • Have information to learn enough to drive a conversion based on someone skimming
  • Use words and images that will draw attention
  • At the bottom of a page list out links that make it easy to navigate the site with minimum clicks and scrolling
  • Put essential information above the fold requiring little visitor input (landing page info on screen)
  • Ensure your menu items are simple to understand, and you should have a practical website layout to drive more sales
  • Video can be an effective way to tell a story quickly.  Ensure the video is short and clearly explains a customer benefit
  • Use pop-ups to collect customer data and consider an exit pop-up to reignite interest in your site

HINTS

Good web design is only part of the equation of having a successful business.  If you have a product that no one wants or your pricing is not right, the best website is unlikely to solve this.  For more helpful info see our guide on marketing to grow your business.

You need to be credible.  The design will get you eyeballs, but you will never see them again unless your content is of high quality and relevant to the reader.

Don’t be afraid to use offers. This offer could relate to price, availability, bonuses etc.  There is a reason year after year, retailers use sales to boost sales.

Test your new site.  Ask family friends, business associates etc. to look at your new site and give their frank feedback.  Don’t accept the answer “Good” ask them specific questions.

SUMMARY – Website to drive sales

Having a website and something to sell is a start, but that website must be engaging to attract a buyer to look further and persuasive to help you close a sale.  You can do some simple things with the website layout, content, and graphic design to give your site an unfair advantage over your competitors.

How to create a Quote to win business

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If you have not done a quote before or you just want to make yours look a little more professional, then read on. In this guide, we will look at how to create a quote to how to make yours stand out just that little bit more.

A business quote (or quotation) is a document in which you describe the requested products or services and provide your customer with relevant pricing. In most cases, it is written as a response to a request for pricing, when a customer solicits your service or product.

Why should you formally quote a customer?

A quote can be used as a legal document for the price and serves as a contract. This means that in the event of a dispute, you have clear correspondence on what was offered and what should have been provided. If you have quoted verbally or on the “back of an envelope” it is unlikely that will help you in a dispute.

A professional looking quote will also give your business credibility. The customer will have more confidence in you and your ability to deliver.

A quote also enables you to carefully consider your costs of completing a job, so may help you calculate your selling price and more importantly, your profitability.

What do I need to know about quoting?

Quote vs estimate. An estimate is purely that and usually is given when the final cost is unknown due to circumstances that cannot be determined.  An estimate is not a formal contract. As long as it is labelled correctly will not have the same legal obligations as a quote. If you issue an estimate, we recommend you also add the words “Pricing is subject to change”.

Always listen carefully for what the customer has asked for and quote accordingly. If you do not, you run the risk of immediately being discarded. Be careful to quote for only those products and services that you understand and can deliver.

Calculating your quote pricing is tricky.  Overquote and you will not get the business, underquote and you will lose money.

How to create a quote?

If you frequently deal with quotes, you should create a template with prefilled content that you can use to save you time. Your template should be clean looking! It should demonstrate your brand identity to help differentiate you from other quotes the customer may have received.

How to create a quote?

  1. Quotation header

    Reference your company’s name, contacts, ABN number, quotation number and date, payment terms, conditions, and the name of the recipient. The word “Quote” or “Quotation” should be written at the top of the page.

  2. Quotation body

    Describe the goods or services you are proposing, any quantities and a breakdown of the costs.

  3. Quotation footer

    Include the total amount of all items, including GST amount, and if there is any expiry of the quote.  This is where you would also list any preferred payment methods.

  4. Operational section

    Optional is a section for a customer to accept the quote which could be as simple as a space for a signature and date.

  5. Work Schedule

    If there is a work schedule or a timeline of tasks to be completed, you may wish to include this information.

No matter how hard you try, words may not be sufficient to describe your product. This is especially true if it is unique and uncommon in the market. You should consider including a picture or two or a link to a video of your product.

See our guide on getting graphics done for ways of creating a company logo to improve your image.

Following up a quote with a customer might just close the deal.

Hints

If a customer asks for a proposal, then a more detailed document is required that will explain HOW you plan to achieve the work. You would need to demonstrate a full understanding of the customers’ existing problem and offer a specific solution.

You may wish to offer some call to action on your quote to close the deal sooner or encourage the customer to pay upfront.  This might include a discount, a free offer or merely an expiry of this deal (customer feels they may miss out).

Having a reasonable price is only part of winning a quote.  Your reputation goes a long way as does customer service. A simple act like reacting faster to customer requests, especially in providing a quote quickly can make all the difference.

Suggested templates can be found here.

Summary – How to create a quote

A written quote is a legal document that can help solve any disputes.  It shows you run a professional business and clearly outlines costs to a customer for your goods and services. By putting extra effort into your quotes, you may be able to win additional business and make yourself more profitable.

Advertising for better sales

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Maybe you are starting a small business or maybe you have been in business for a while.  How do you reach new customers or let more people know you exist?  Ideally, when someone is in the market to buy your offering, they come to you.  Advertising is a way to let people know what you have to offer and we will cover your options in this guide.

Advertising is a marketing tactic involving paying for space to promote a product or service. The actual promotional messages are called advertisements, or ads for short. The goal of advertising is to reach people most likely to be willing to pay for a company’s products or services and entice them to buy.

f you have not already done so we highly encourage you to read our guide on marketing before you read this guide.

WHY should I advertise?

How do potential customers know that you are running a special this month that makes your offering very attractive to purchase?  Unless you or one of your staff tell them they probably don’t know. It is not possible for you to personally look for and speak to every new customer in most circumstances so you have a few options:

  1. Word of mouth – a happy customer tells a friend
  2. Having the right location – people walk by your shop
  3. Be on a directory – You are found on Google or Yellow page
  4. Advertising – you spend money to be found or promote a message

Advertising has a cost to it and the key is to spend the amount of money that you can afford to drive the greatest number of people to your business. Successful advertising would mean that you generate more profit from any additional sales (sales you would not have had if you did not advertise) than the cost of the advertising.

Beyond increasing sales, advertising can help establish your brand and increase the likelihood of someone recognising your brand. It can help you reach customers much further away than your place of business and position your offering as better than your competition.

WHAT do I need to know about advertising?

There are two types of adverting:
  1. Traditional – TV, radio and newspaper, mailbox flyer, cold telephone calling and door to door selling
  2. Digital – Internet-based including social media and digital ads (see our guide on digital marketing)

All forms of advertising have advantages and disadvantages, but in most cases, trial and error will help you decide which is best.  Digital advertising can be targeted to just the right people but will those people just scroll past your ad?  What sort of ads do you notice?  An important lesson here is to ensure your advertisements are relevant to your audience and they see some sort of benefit.  Thus, the messaging and the creative of the ad can be just as important as the type of advertising you pick.

As a small business, it is unlikely that you will go out and buy TV advertising, at least not before you are already a success or have deep pockets. 

Some ideas as to what might be most effective include:
  • Letterbox flyers – design and print a flyer that can be distributed to letterboxes in targeted areas.
  • Local newspaper – delivered free, targets people in the area your business operates and is relatively inexpensive.
  • Product Review – Look for a journalist or blogger who is prepared to write about your product or service.  This may require you to provide something for free or pay a fee.
  • Google AdWords – investing in keywords can drive more traffic to your website.
  • Google Maps – ensure you have your business listed at Google My Business so it will appear on searches (no cost).
  • Social Media – Facebook ads can be very targeted and also allows you to create a following for your brand.  Note, most followers will not see your post unless you pay Facebook for them to be seen.

HOW do I create an Ad and get it in front of people?

Simple 10 step process to advertise:
  1. Research who your audience is – who is most likely to buy.
  2. Decide who you want to reach – location, demographics, interests etc.
  3. Set a budget and a targeted outcome – if I spend this much, I hope to get this result.
  4. Choose an advertising type – you may wish to get some advice from a marketing agency.
  5. Develop a message to suit your target audience – resonate with the customer and show a benefit.
  6. Design creative assets with a call to action – you want to catch people’s eye in a sea of advertisers and give them a clear next step to purchase from you.
  7. Work out how you will measure success – yales will be your goal but consider what else you can measure.
  8. Launch your Advertising – directly with the medium like Facebook or through a media buyer.
  9. Track and analyse the performance – consider changing your advertising mid-way through if it is not working.
  10. Decide if you will do it again and how you could improve your advertisement.

To learn more about design see your guide on getting graphics done.

Picking the right type of advertising will be dependant on many factors. Watch what your competitors are doing as well as what you see working for other industries.  You will find that more than one type of advertising is better than just doing one thing.  For example, a newspaper advertisement is well complimented by doing some Google Ad words.

As a small business, buying advertising is best done directly with the vendor. If you wanted to advertise in a local newspaper go directly to the local newspaper. In the advertising world almost everything is negotiable so don’t just accept the first price they give you.  Note when buying digital advertising like Facebook or Google assets the price is based on an auction system so you will pay depending on what others are prepared to bid on the same assets.

Beyond sales, measuring results can be the number of clicks on an ad or to your website, calls received, the number of opens of an electronic direct mail, or website traffic.  However, remember only sales will mean an improvement in the bottom line.

HINTS

Any advertising of your products or services should be accurate, true, and able to be substantiated. Advertising practices are governed by law and there are fines for businesses that mislead consumers, whether intentionally or not. Ensure you read our guide on Australian Competition and Consumer Law.

Be ready to respond to your advertisement.  Make sure you have the product or service available.  Ensure your call to action is clear and respond to enquiries quickly, for example, make sure someone can answer the phone or respond to emails. Does your website duplicate the offer and what is your plan if the advertisement goes better than expected?

Unfortunately not all advertising works.  Learn from your failures and don’t make the same mistakes next time.

SUMMARY – advertising for more sales

Advertising is great when it increases your sales but finding who to advertise with and where to advertise is a trial and error approach. Newer forms of advertising like social media competes with older forms like a letterbox drop each with their advantages. Pay special attention to your creativity as it not only represents your business but also enables your advertisement to stand out from your competitors.  Always measure your advertising results and adjust any future advertising based on what you have learned.