By Natalie J. Armstrong,
www.MarketingMediation.com

Do you have a website or a blog?

Here’s what you should you know.

Your content should be 80% - 90% about your viewer, their concerns, their fears, their issues, their position. It’s all about them and what’s in it for them if they hire you. Speak to their problems and provide them the solution.

Graphics and colors should be developed based on the lowest common denominators of your viewers, computers’ abilities. If your target viewers are not at all Internet savvy , don’t ask them to download files or add software to view your site. If your viewers are older , use a larger font and use a font that is a True Type font so that the majority of the computer systems will view the font you want them to view.

Keep your navigational bar clean, clear, and consistent. The same buttons should be available in the same order on all pages.

Provide your contact information on every page.

Be careful not to provide your viewer a “back door” to your competition. You work too hard and expend too many resources to invite viewers to leave your site for your competitor’s site.

Although providing your viewer with educational articles and links about ADR you don’t want to overload them with information on your site, instead invite them to contact you or to use your personal library.

Make changes to your site on a regular basis and inform your clients and prospects about these changes.

Be sure you watch your website statistics. Make note of the pages on which viewers enter, leave and spend the longest amount of time. Change your site appropriately based on these findings.

Use your photograph so that viewers have the advantage of a virtual introduction.

Keep an eye on your web hosting. You shouldn’t have to pay more than $10.00 per month in today’s market.

Links are free. Any web designer that wants to charge you for links is taking advantage of you.

Most providers don’t need a site that exceeds 10 pages.

A template is fine, as long as it doesn’t look like one.

If you don’t know how to code your own site you can easily hire a designer to make the changes for you. If don’t need to make changes often, don’t pay for them. You can hire a designer to make changes at equally low rates for “change orders” as opposed to fixed contracts. If, on the other hand, you want to make regular changes a maintenance contract may be the route to go.

Unless your viewers read and speak in high Oxford English write your content using kitchen English. You know the language you use in casual conversation less any slang.

The goal is to make your viewer feel comfortable and confident in your knowledge of ADR and their dispute. Make your site as easy as possible for them to get the information they’re looking for and to reach you once you’ve let them know that you’re the right person for the job.

Natalie J. Armstrong is the Founder and Managing Director of Golden Media, a marketing and consulting firm dedicated to promoting the resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.