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Issue 15
Monday, September 12, 2011

Letter from the Editor

Welcome back to the latest issue of the Shoestring Entrepreneur Newsletter!.

We had some technical issues and couldn't send out the newsletter yesterday. Sorry for the inconvenience. Everything is back in order and ready to go.

The dog days are just about over and it's time to gear up for the upcoming holiday season. A time we all love as marketers and entrepreneurs. With that in mind, we focus on getting your website ready in this issue.

In this week's newsletter, I'll share an article titled "Is Your Website Helping You Generate Profits?." This is the second of a two-part series. If yours isn't, this article will get you up to snuff.

We also wish to say a prayer to all those brave men and women who lost their lives 10 years ago in the tragedy of the 9/11 attacks.

To your success,
Brian Carson

Is Your Website Helping You Generate Profits? Part 2

by Brian Carson

Last week we talked about the importance of having a powerful website to help with your selling. In Part 2, we look at some more factors to having a profitable website.

Relevant Website Content

The content on your website should not be one big advertisement. It should be valuable information that explains how you can help your target market with their problem or solution.

Especially the home page since this is your visitors’ first stop.

Unfortunately, some businesses use their website home page as a brochure to talk about their business background, goals, missions, accomplishments, and more.

While this is great information, the home page is not the place for it. Create a different page to display this information, such as an “About Us” page.

When customers first hit your site, they’re looking for information that can BENEFIT them.

Your website content also determines how well your website will rank in the search engines. When people go to the search engines to find a local product or service such as yours, they type in the keywords - as we talked about earlier.

If your website content has your profitable keywords on it, it will enjoy higher search engine rankings when people enter those keywords.

Basically, the search engines actually read the content on your site to determine whether or not your business is “relevant” when it comes to certain searches.

In order to improve your relevance, be sure to work your profitable keywords into your website content.


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Images and Graphics

Having images and graphics on your website is crucial - they help convert your message to your target audience as well as improved search engine rankings.

As they say, “a picture is worth a thousand words...”  

Graphics and Images can help your visitors immediately see what your website is about as well as engage them into finding out more about your business.

Not only that, but graphics and images also make your website more pleasing to the eye.  However, be careful not to “over-do it” as it can easily become a distraction that causes your visitors to bounce.

You can also help your search engine rankings by renaming your pictures.
Google has “robots” that crawl every website to figure out what they are about based on the content.

However, they can’t see things such as images - only text.  But they can see the “name” of the images.

Therefore, it’s a good idea to use keywords when naming your images. This way, your site will gain relevance when those keywords are entered into the search engines.

Not only that, but your images will also show up in Google Images, which is where Google houses all of the images found on their search engine.


In case you haven’t heard the news... your website needs a blog.

A “blog” is a web-log website feature that allows you to post fresh, new content consistently.

Google and the other search engines LOVES fresh, unique, constant website content and a blog is the perfect way to give them what they want.

The more content your website has, the better.

A blog can be viewed as an online journal that you make posts about your business. The content can be short, sweet and to the point - meaning it’s easy to create. However, you should post frequently and build a substantial amount of fresh content for your website on a consistent basis.

How often you post depends on your type of business, but you should post anywhere from every day to at least once per week.

The search engines don’t like stagnant websites. Websites with no “action” are considered irrelevant for their keyword terms and they lose rankings along the way.

Blogging also allows you to brand yourself as the expert in your field. You can answer questions and provide valuable information about your industry on a frequent basis.  Just remember to use keywords that relate to your business in your posts for optimal results.

A “keyword” is a word or phrase that people type into the search engines to find your type of product or service. Your role as a business owner is to optimize your web properties to capitalize on some of those keywords by including them in your content.

But don’t over-think things...  keep it simple.

Once prospects find your business based on your website content, you could have a new customer for life.

Setting up a blog is a big step and it can be accomplished a couple ways.

You can have an independent blog, which would be located on a separate domain from your website... or you can have a blog attached right onto your website.

The method you choose depends on what makes the most sense for your type of business.

The best independent blogging platform is WordPress. It’s easy to install, configure, and setup. Not only that, but maintaining a WordPress blog is simple once you learn your way around the back office.

One of the best features of WordPress is that it allows you to add several features and options to your website without having to know a bunch of HTML and coding.

In a nutshell, WordPress blogs are great for feeding the search engines with fresh content.

However, if you already have a WordPress website, you can simply add on a blog to your existing website. This is a simple process and will help you boost your website’s rankings as well as keep in touch with your customers and prospects.  

Brian Carson

Brian Carson is the president and CEO of the Market Ownership Group. Before founding the Market Ownership Group, a marketing consulting/business coaching company, Brian owned three brick-and-mortar businesses that he ran profitably for over 15 years. Brian sold them off to focus all his attention to the formation of the Market Ownership Group, founded in 2008. Brian has created marketing strategies, done for you marketing materials and given advice in a diverse range of businesses, from restaurants to barber shops to online only businesses to small retail stores, and financial advisors. If you would like to grow your business to new levels of profit and growth, or if you need help starting a business from scratch, email the Market Ownership Group at


The Brian and Lee Show

On this week's episode of THE BRIAN AND LEE SHOW, our guest will be author and entrepreneur Wayne Breitbarth. Wayne is the author of the new book, “The Power Formula for LinkedIn Success”. He’s a Certified Public Accountant who received a BBA from the University of Wisconsin-Whitewater and an MBA from Marquette University. He is an owner of M&M Office Interiors in Pewaukee, Wisconsin.



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