Your website is one of your greatest marketing tools. Has it been around for a while? Are prospects intrigued by your website or does it drive them away? It may be time for a makeover. Here are 4 website marketing makeover tips:

1. Professional design. Ask a couple of trusted colleagues to review your site and give you their honest opinion as to its attractiveness and professionalism. You don’t have to spend thousands of dollars to have an attractive, professional looking website. However, you do want a website that shows you are a professional. An obviously ‘home-made’ website turns prospects away.

2. Targeted, clear marketing messages. Ask these same trusted colleagues for their feedback on the marketing messages on your website. If it’s unclear what your services are or they seem unfocused, prospects will look somewhere else for what they need. Your website messages need to clearly show prospects what it is you can do for them.

3. Concise content. Short, punchy sentences and bullet points work much better than long rambling paragraphs. Your content should let visitors know why they should do business with you. You may want to get some assistance in writing compelling copy for your website.

4. Call to action. Is it clear and obvious what you want your visitors to do? How can they contact you? A clear call to action is vital to convert prospects to clients.

Additional tips for your website can be found at an earlier blog post.

The virtual assistant (VA) industry is rapidly growing. I had an opportunity recently to meet several new and aspiring VAs. Since my husband has been a web designer since the 90′s, I’m always interested to see how other VAs structure their website. In the process of review several VA sites, I noted several ways that they could be improved.

I’ve made some recommendations to a few and received positive feedback. Here are some of the recommendations I’ve made:

“Since you and I and many service providers don’t have actual product, our service and business is us as individuals. You are your business and in order for people to trust you enough to give you their business, they need to get to know you as a person. For that reason I highly recommend that you re-word your content so that it’s coming from you as an individual and doesn’t seem to be coming from some larger, impersonal group of people. Sometimes we VAs think that we need to look bigger than we really are. However, I’ve found that more people respond when they know they are dealing with an individual. As the business has grown, my clients and prospects know I have a team to back me up so that I’m not actually doing all the work and being overloaded. Yet they still know me as an individual.

“Another aspect of your prospects and clients getting to know you as a person and feeling a greater sense of trust is visual. I have found more response when prospects can ‘see’ my face, my photo. Most have commented that they turn away from service providers who do not put their photo on their website. It makes them wondering what you’re trying to hide. It doesn’t have to be done professionally and cost a lot of money. In fact my daughter does photography and could probably get a great ‘business casual’ photo of you if you don’t already have one. Again, I strongly recommend you put your photo on your website as it creates a stronger connection and feeling of trust.

“I noticed you don’t have specific rates listed. There’s a lot of various opinions on this matter. So here’s mine. In our businesses we have found that posting specific rates increases a prospect’s trust and their willingness to contact us. Personally if a website doesn’t post their rates, I’ll go find another one that does. I don’t want to be surprised after having done all the work to find a provider that meets all my expectations but then I have to call to find out their rates are just impossible.

“And one last thing. Since your business is specific to a particular industry, build on that. Your web content should very clearly state who your ideal client is. The services you offer should indicate that very clearly. A little bit of rewriting of your web content, particularly on your services page, would help you define your niche market more clearly.”

The responses I’ve received include:

“Thank you for taking the time to review my website. I really appreciate it and will absolutely be taking your advice.”

“I did make the changes you suggested. “

“Thanks for the suggestion and comments about my website.  I already updated the figure you mentioned.”

6 Tips for Improving Your VA Website

1. Get professional help to build or update your website. If you already know how to create a professional-looking website, that’s great! But if you don’t and are trying to build a site for the first time with tools you are not familiar with, you’re likely to end up with an amateurish-looking website. Do your research and get references from the web designer.
2. Write your web copy to reflect who you are. Write about yourself using ‘I’ and ‘my’. You are a service provider and as such need to sell yourself. You need to develop a trusting relationship with your prospective client. This can only happen if they can learn more about you, who you are, what you like. Write about yourself, why you chose to be a VA, a bit about what you enjoy doing. This helps your prospect get to know you, feel comfortable and come to trust you.
3. Use your photo. There will be a stronger connection and feeling of trust if a client can at least see your photo since you may never meet in person.
4. Be consistent. You need a consistent look on your website, on each page, and in your navigation. Otherwise your visitor may get confused or at least feel disconnected as they navigate through your website. This includes using the same color theme and basic layout on each page.
5. Provide valuable content. Don’t just copy every other VA’s site with “What’s a VA?” or “List of Services”. Create information that’s specific to your target so they’ll be educated and know that you’re the right person for them.
6. Post your rates. Some VAs don’t post specific rates and only refer to vague discounts. Don’t surprise your prospects with your rates when they contact you. Let them know up front what to expect. Make sure to calculate an appropriate rate. You may want to speak to a business coach or another experienced VA to find out how to determine an appropriate rate.

Please let me know what you think of these tips. Do you agree or disagree? Why?

Sierra College in Rocklin, California offers Virtual Office Professional classes. You can read more about what one of the professors has to say about the program at Rocklin & Roseville Today. Students are asked to interview a virtual assistant as part of their finals. One student, Wendy-Lee Ollikkala, contacted me and asked if I was willing to be interviewed and I agreed. An excerpt of her final paper follows.

For my final, I interviewed Ms. Sue Canfield owner of Awesome Assistant. Sue is a Virtual Assistant located in Roseville California. She opened her business in 2003. She works in conjunction with her husband who is a website designer and author. They offer virtual office administration with Awesome Assistant, small business mentoring with The Commonsense Entrepreneur, and web design with Spinhead Web Design. Sue also helped found the Northern California Association of Entrepreneurs in 2007. I submitted my questions and they were answered via email. Sue and I had a follow-up phone conversation a few days later.

Question 1:  What would be the minimal equipment you would recommend to start your business? What is your favorite virtual gadget?

Sue Canfield:  A virtual assistant needs to have a decent computer with programs such as Word and Excel. A reliable and fast internet connection is vital as is phone service. I recommend getting a toll-free phone number also. A good headset is very useful. My favorite virtual gadget is EchoSign.com. Their free version allows you to get up to five contracts signed a month.

Question 2:  Did you have a set path or goal when you started your business or have you followed where the business has led?

Sue Canfield:  When I first started working as a virtual assistant I hadn’t even heard that term and didn’t know that was what I was doing. So for the first two years or so I followed where the business led me. However, in the last year I’ve created very specific goals for the business in terms of growth and income as well as the services I offer.

Question 3: How do you handle accounts receivable? What type of payment do you accept?

Sue Canfield:  The majority of my clients pay a retainer fee in advance for a set block of hours at a discounted rate. I accept checks or clients can use PayPal. If a client has a one-time project, I usually require a 50% deposit with the balance due upon completion of the project. In the rare case that I bill upon completion of a project, payment is always due upon receipt.

Question 4:  How do you stay on top of the constantly evolving technical aspect of the business?

Sue Canfield:  As with any industry, it’s important to continue to educate ourselves to stay current. I encourage virtual assistants to schedule regular time to learn new skills. There are many free teleclasses online to help us keep up-to-date with the ever evolving technology. 

Question 5:  How do you handle the security of your computers and confidential customer information?

Sue Canfield:  Since we’ve owned our own web design business for over 15 years, we have our own web server and firewall. We regularly change passwords and have backups of all vital information so that all confidential customer information is kept secure.

Question 6:  What would be the top three office services and skills for the new VA?

Sue Canfield:    

1. Excellent people skills that include top-notch service and quick turn-around times so your clients are eager to recommend your services.

2. Knowledge of word processing and computer skills.

3. The ability to use the internet and online marketing skills.

Question 7:  There are many VA forums available to join. Do you find VA forums and support groups helpful for you and your business?  How would you recommend a new VA select one or more to join?

Sue Canfield:  The two forums I’m most active on are www.VirtualAssistantForums.com and www.FindVirtual.com. I have found both of these to be extremely helpful. The virtual assistants active on these forums are friendly and eager to help one another. I recommend a new VA visit several forums to see which ones they are most comfortable with and then pick two in which you are regularly active.

Question 8:  Did you do any freelance work when you first started? Was it profitable?

Sue Canfield:  If you mean did I work for another VA first, no.

*Sue and I spoke more about this question. I was inquiring if she had done business on sites such as Elance.com. She said she had been on these sites but felt her time was better spent working with friends and clients at a reduced rate. She felt that she would learn more that way and it would help develop the type of niche that she was looking for. She wants clients that she is in a partnership with, not just a dollar sign.

Question 9:  What one piece of advice would you give to a new VA?

Sue Canfield:  Remember you are now a business owner and be sure you know how to run a business before you begin work. Too often I find new VAs have skills but no idea what it takes to run a business. That’s why my husband and I just wrote a book, The Commonsense Virtual Assistant: Becoming an Entrepreneur, Not an Employee, to assist new and aspiring VAs with basic business know-how. It can be ordered at http://bizba6.com/cva/. 

Question 10:  How has social networking impacted the VA profession? Is it profitable as a service offering? Is it a good marketing tool?

Sue Canfield:  Since social networking has become such an important part of the online marketing strategies for many businesses, the VA industry is where these business owners are turning for assistance to keep up with social networking. It has become a much sought after service and has proven to be an important service I provide to many clients. Used appropriately, it can be an excellent marketing tool. Caution is necessary so as not to flood your social network with too much self-promotion. The key is to provide information that others find valuable.

My interview with Sue Canfield was a positive experience. She was very generous with her time and her insight. We seemed to share many of the same values. She has a wonderful outlook on her business. She told me that she does not want her clients to be happy with her customer service; she wants them to be ecstatic. Sue also discussed the importance of making your potential clients comfortable with the idea of using a VA and working with a person that they have never met face to face. Working with a VA requires some degree of giving up control. She explained that many business owners have hired a VA before only to be disappointed in the lack of professionalism and unhappy about the cost. Sue emphasized that Virtual Assistants must work with a high level of professionalism to help promote and support this growing career field.

The most important piece of advice that I took away from my interview with Sue was to start.

She explained that this is a constantly evolving business and one person is never going to know or learn it all. It is important to start somewhere and learn along the way. She encouraged me to be very honest with my potential clients about my abilities. She told me a story about a current client she had that wanted her to provide a service that she wasn’t quite comfortable in her ability to perform. She was honest with her client and offered to find them a VA who did offer that service. The customer appreciated her candor and hired her to do it anyway because they valued her customer service. She was able to learn a new service, which she didn’t charge the customer for the learning time, at the same time she was able satisfy her customer.  

Thank you Wendy for taking the time to speak with me and for permission to reprint this interview!

Sierra College in Rocklin now has a Virtual Office Professional class. Students were asked to find and interview virtual assistants. One of the students contacted me for an interview. Here are her questions and my responses.

1. How long have you been a virtual assistant and how long did it take to receive your first client?

My services as a virtual assistant began in 2005 when my first client came to me and asked me to do some work for her. She had just lost her assistant and learned of my skills. I had been working for her virtually for over a year before I even heard of the term virtual assistant or starting billing my services as such. The year 2008 saw my client list grow to nearly a dozen regular clients and another dozen clients that use my services as needed.

2. Do you have any small children in your home? If you do, how do you manage to keep your office environment a “work only area” and keep interruptions to a minimum?

Yes, there is a four-year old little girl in our home. Both my husband and I have run three businesses from home since she was a baby. So she’s been taught since a very young age that there are times we need her to be quiet. She runs her own ‘virtual office’ with her ‘puter (computer). When it’s absolutely necessary for quiet, my husband and I arrange to trade off times we are working. We are fortunate to have two grown children in the home that can help out at times. Other work at home moms and I have traded days with the children also when needed.

3. What would you say is the most expensive piece of equipment you use to service and keep up? For this particular piece of equipment what is it that you spend so much on to keep it in good working condition?

The most expensive piece of equipment we use is our own web server in the home office. However, we have not had to spend much money on it for maintenance. It’s helpful that my husband worked in IT for years knows a lot about computers.

4. What would you say is a barrier or roadblock when working with your clients? For example, clients not giving you the information you request or returning calls.

One obstacle to be overcome is communication. Some clients may be slower in communication than others, thereby holding up the process. Sometimes a client has different expectations. So it’s very important to clearly communicate with clients and make sure they understand exactly what you will be doing for them.

5. Do you manage your own website? If so do you use a program/software? If not did you hire someone to create and or manage it?

Since my husband and I have run our own web design company since 1996, yes, I manage my own site. We hand code everything and use ftp to upload our files to the server. One of the services I offer is website updates.

6. How do you charge or bill your clients? What are your reasons for billing this method?

Most of my clients prepay for a specific blocks of time. This allows them to get a discount and know they have a certain amount of my time. I know I’m getting paid and how much time I need to work. The client prepays this amount before work begins. Retainer clients prepay for a certain amount of time each month. They are billed on the first of each month; these amounts are non-refundable and don’t roll over. Once in a while a client needs a one-time project done. I usually require a minimum deposit for two hours. I do have a couple of clients that get billed on the 1st and 16th of each month. I try to work within each client’s budget and needs.

7. Have you ever had to let go of a client for a reason other than nonpayment? If not have you ever let go of a client for nonpayment?

Since the majority of my clients prepay, nonpayment has never been an issue. I did let one client go after fulfilling her prepaid contract because she needed services that I did not provide. I offered to help her find another virtual assistant that could provide those services.

8. What is your back up plan if you have a family emergency or wish to go on vacation? Do you utilize the service of another Virtual assistant?

When I plan to take some time off for vacation I let my clients know in advance. We arrange to get any work done necessary before I leave. All of my clients understand that there will be times I take off and as long as they know ahead of time, there’s never been any problems. They are very understanding if some sort of emergency comes up. It’s very helpful to have good communication with your client about this matter. I also have an assistant I can call on if necessary.

9. What type of client do you provide services to the most? For example owners of construction type businesses, owners of retail marketing businesses?

My clients are busy solo professionals and small business owners, usually service providers, who want to grow their business. They include authors, life coaches, business consultants, therapists, professional organizers, and real estate agents.

10. As a student seeking and desiring my own Virtual office business what is a recommendation or piece of advice you would offer to me?

Learn all you can by becoming an active member on sites such as FindVirtual.com and VirtualAssistantForums.com. Go out and network in person at events and start building your network of prospects and people who can help you build your business.

As a small business, you know the value of using email to keep in contact with your clients. As a professional, you’ve set up your website. But is your email address still name@yahoo.com? Wouldn’t it look more professional if it were name@yourwebsitename.com?

If you use a generic email such as name@yahoo.com, others may not view your business as stable. They may wonder if you’re just starting out and how long your business will be around. Also, some corporate spam filters block email addresses from hotmail.com or yahoo.com.

Your email address should look professional and be part of your overall branding and image. Just as there’s a tendency to be cautious with a company using a P.O. Box (you may wonder if the business is legitimate), there’s the same tendency to be cautious with a company using a generic email address.

Small businesses that have both a web presence and the same domain for their email have a professional edge on those who do not. But maybe you aren’t very computer savvy and aren’t sure how to do this. That’s okay. There are digital coaches who can help you and are very affordable.