Ransomware Stole My Website

by Kevin Dees on August 8, 2017.

Today is a normal day, but little do you know what is about to happen. You go to your website during your morning routine and you are shocked. All you see is a simple message “Warning, your website has been taken! Pay $100 to my bank account #1004505 or lose it forever.”

Your website has been taken by ransomware. In a panic, you call your web team and ask for help. “How do I get my website back?!”

What is Ransomware?

Don’t let your website get ransomed. Let’s take some time to understand what ransomware is and focusing on preventing it from taking your website hostage.

Ransomware works the same way physical ransom works but in the digital space. In the real world, a ransom works in this way:

  1. Someone steals from you and hides what was stolen.
  2. A note is left telling you how to pay.
  3. You pay the thief with no guarantee of return.
  4. Or, you call for a security team with no guarantee of return.

Digital ransom might feel different from a physical ransom but it really is the same. With ransomware the thief:

  1. Moves your website to a secret location.
  2. Replaces your website with a program telling you how to pay for what was stole. This is the digital version of a thief leaving a note.
  3. You pay up with no guarantee of return.
  4. Or, you call for a security team with no guarantee of return.

In both the physical and digital space there is no guarantee you will get back what was stolen. However, with the right planning ahead of time you can be sure ransomware won’t send you into a panic.

Prevent Ransomware Panic

To remove the panic of ransomware:

  1. Have regular backups of your website sent to multiple locations. Backups are your first line of defense against ransomware.
  2. Keep your website, computers, and systems up-to-date.
  3. Create and test a website recovery system.

A Real Example

At Robojuice, we have seen ransomware in different forms. For example, we recently encountered an attack on a website that has its database stolen. (a database is where all of a websites pages, blog posts, email addresses, user accounts, and other information might be stored. Everything you add to your website needs to be stored somewhere and that place is in the database)

Here is a photo of a healthy database before an attack, I’ll explain what you are looking at soon:

See all the yellow icons on the left. These icons are called database tables. For example:

  • “wp_comments”  is a database table and that table stores all the comments people make on the WordPress blog that uses this database.
  • The table named “wp_posts” stores all the blog posts of the website.
  • “wp_users” stores all the user accounts including usernames, emails, and password.

Simply put, the database stores everything that is important to the website.

Now, what happens to the database when it becomes ransomed? Take a look.

See how all the yellow icons are missing and only one is left? A hacker stole this database and left a note. The note left on this website was ransomware. The ransomware was a little program that created a new database table called “WARNING” and required payment to a specific BitCoin account to get the good original back.

How Was It Hacked?

This example was an old website that was not being visited. Over time software updates were released to fix newly discovered security holes but no one updated the site.

Eventually, the outdated system was sniff-out by a robot like a hound on the hunt.

The robot, programmed by a hacker, found the site and started its attack. It attacked the site from different angles trying to find a weakness. Those attacks would have included:

  1. Brute force attacks where the program tried thousands of username and password combinations in only a few seconds.
  2. SQL injection attacks cause a website to execute specific code it was not designed to handle. SQL attacks are specific attacks against a website’s database.

When the SQL attack was launched against the example site it gave way. The website allowed the robot to steal the database and leave the note with the ransom notice attached.

How Does the Hacker Get Away With Your Money?

In short. BitCoin. BitCoin is not something to be ignored. Dave Ramsey has talked about it, Bill Gates has talked about it, and the media has covered BitCoin.

BitCoins can not be frozen like a bank account making them ideal for hackers. This doesn’t mean that hackers can not be caught with their BitCoins. However, it does give them more flexibility since they do not need a bank account to accept currency online.

Overall, ransomware is a real threat but if you have the right systems in place you can be ready. Be sure you talk with your team about how to overcome ransomware and ensure your recovery systems have been tested and are working.




Your Autoplaying Homepage Video Might Kill You

by Kevin Dees on July 7, 2017.

Your homepage needs to direct attention not distract it. Autoplaying videos on your homepage have the potential to distract and not direct customers. Videos are important to your website and they can increase your conversion rates, up to 80%, but you need to know the DO NOTs.

We have all seen a homepage that has a video playing behind a headline, a few lines of text, and a button. The copy and video look great but are they hurting or helping? To answer that question, we need to consider how our attention works.

Have you ever tried watching TV and reading at the same time? Maybe you’re watching Netflix and reading this blog. Where is your attention?

If we are honest, we must to admit we can only put our attention in one place at a time. Sure, we can switch our focus from one item to other and catch the key moments. Then we can just fill in the gaps by connecting the dots. However, our thought process and focus is broken over and over causing us miss the full story.

If there is proof that we are not good at doing two things at once, texting and driving is a golden example. Even when our life is on the line, driving down the highway we can only really do one thing well. Drive or text.

So, the autoplaying video on your homepage. It might not be putting your life on the line like texting and driving. However, when video is playing behind text the text becomes hard to read. Customers need to read that text to know what you are asking them to do. You are distracting them by asking them to do two things at once. Watch and read.

In short, having a homepage with a background video and copy is not the best idea for focusing attention. Still, one company thought otherwise. That company was Wistia.

Wistia, a successful video hosting service chose to use autoplaying video and overlaying copy. If you think about it, Wistia of all companies should be able to have an autoplaying background video. They are a video hosting service and leaders in the online video industry after all.

Their results might surprise you, however. After using the autoplaying video for 16 months they found that it was not working. By switching away from autoplaying video to a simplified background image instead, they saw a 53% increase in organic traffic and a 7% increase in customer sign-ups.

Now to be fair, some companies have found success by using autoplaying background videos. However, I would venture to say that the companies who have been successful would be more successful without the autoplaying video like Wistia.

Now, I’m not trying to completely crush the idea. Background videos can be fun and do grab attention. But, the problem to solve is directing attention not just direct it. To be practical there are ways to direct attention using the autoplaying videos. If you must have a video autoplaying on your homepage there are best practices that help focus customer attention:

  1. Keep the video movement sublet and slow.
  2. Limit the number of colors from scene to scene.
  3. Overlay the video with a background that increases the contrast of the copy making it more readable.
  4. Be sure the video supports and reinforces the copy used for your call to action. the video and text must work together to tell a consistent story. Showing random shots or clips will not work.
  5. Make sure the video does not make your website slow. A video can take a few seconds to appear and your page needs to load in less than a second.
  6. Do not play sound!
  7. Avoid having shots that take the focus away from the call to action abruptly.

Here is the point. We all have a hard enough time focusing. When we distract people from the objective of our websites we are hurting ourselves by causing customer confusion. Video is a powerful tool but it must be used in the right ways to have an impact that counts.

Fireside Chat: Activate Your Audience Using Video

by Kevin Dees on July 6, 2017.

We watch billions of hours of video online everyday. On just YouTube alone we watch over 1 billion hours. The web is the new TV. Kindly put, if you are ignoring video online you are losing out on potential attention. You must take video seriously within the online world.

To win online with video you need to activate your audience by planning a strategic approach. To get practical, I sit down and talk with Will Stewart at 9/8 Central about his story and what businesses can do to win in an age of Facebook live streaming and YouTube.

Will is the CEO and founder of the award winning video production and story telling company 9/8 Central. Will has helped companies like TD Bank, Michelin, GE, Milliken, Volkswagen, BMW, U.S. Olympic Team, Southern Tide, FATZ Cafe, YMCA and many others make high quality and engaging videos.

Will points out several things when it comes to video:

  1. A great video has a call to action. Even a fluff piece.
  2. Live streaming on any platform needs to be planned. Especially Facebook. Have a plan and get out of the business of simply executing.
  3. You must know your audience. Is your audience moms online at 9:00 PM at night?
  4. The products people understand the clearest win, not the products with the most features. Make your videos and message clear.
  5. Videos online engage billions of our hours. You cannot ignore the numbers.
  6. You must have focus to be successful (There are exceptions but do not default to thinking you are the one). As a company, 9/8 Central is focused on delivering great stories through video.
  7. Communicating your message is critical. Communication is more than words. Yes, words matter but they only represent a small percentage of communication. Video captures words but also tone of voice and body language.

Stop These 2 Things From Appearing on Your Landing Page

by Kevin Dees on June 29, 2017.

Two things you need to stop from appearing on your landing pages are impersonal testimonials and vague words. Vague words only confuses customers keeping them from buying from you. Impersonal testimonials lack emotion and make it hard for visitors to connect with them.

Impersonal testimonials

Testimonials that are not personal are not testimonials at all. Impersonal testimonials are sound bites and you need to avoid them like the plague.

A solid testimonial speaks the a customers specific personal experience and what problem was solved.

An impersonal testimonial might go like this:

“A great new restaurant is hard to find. Restaurant 1020 has great food. The staff are friendly and helpful.”

A personal testimonial might go like this:

“Finding a great new restaurant is not easy for us. When my wife and I walked into Restaurant 1020 the staff made us feel welcome and the dinner was great.”

Solid personal testimonials need to be three things:

  1. Specific: Do not use general details.
  2. Personal: Use of worlds like “I, we, or us.”
  3. Experiential: Address the gap or problem that was solved.

If you have the opportunity to ask for testimonials request and reach for these three.

Vague words

You can spend a lot of time on the look and feel of your landing page. However, if the words are wrong your landing page will not create the customer engagement you want. Being vague only confuses customers and causes them to leave your landing page. This is why you need to get your words right.

Saying something vague like, “We provide cooking solutions for the kitchen.” will leave customers wondering what “solutions” means. Are “solutions” products or services or both? If “solutions” are “products” then what are the “products”?

To overcome vague words you need to be less abstract. You need concrete words. Concrete words represent something tangible like “pots, dishes, and utensils”. Abstract words like “solutions” are not concrete.

Saying something concrete like, “We provide pots, dishes, and utensils for your kitchen.” will help being clarity to customers right away.

Next Steps

Go find your top landing pages. Eliminate vague words and impersonal testimonials from them. The words you use have a big impact on customers and are more important than how your landing page looks. If your words are wrong, it will not matter how great your page looks, customers will not buy from you.

Your Homepage is Not Your Most Important Page

by Kevin Dees on June 27, 2017.

Your homepage is not the most important page on your site. Your customer’s landing page is the most important page on your site.

The first page someone enters your website through is called a landing page. When a visitor enters your site through your homepage, the homepage becomes their landing page. When a visitor enters through a blog post, the blog post becomes their landing page. Your homepage, blog post, product page, or any other page can be a landing page.

Your customers landing page is the most important page on your site because it will determine if they stay, share, read, buy, or call. With this in mind, how do you make a landing page that will drive customers?

Here are four principles to guide you:

  1. First, keep the landing page focused on the problem your customer is trying to solve. If you try to solve too many problems on your landing page you will confuse people or paralyze them with too any choices. Keep your landing page focused.
  2. Second, have a solid call to action that will drive the response you want to create. That response can be on online action like clicking the purchase button or an offline action like a phone call. Again, you need to show your customer how to take the next step and that next step is communicated through your call to action.
  3. Third, do not assume your landing page will work the way you think. Knowing the best path comes through A/B testing your landing page not assuming it will be perfect out of the gate. There have been numerous studies that have shown shocking results about landing pages. Many times the best looking landing page is out performed by an ugly landing page that focuses its words on the problem.
  4. Finally, use guiding principles. There is no shortcut to a great landing page. Making a great landing page requires understanding a multitude of factors. Photos, videos, text, buttons, and layout are factors of the page as well as a customers demographic, wants, emotions, and relationships. In short making a great landing page can get complicated. This is why we have multiple principles to guide us through making decisions in complexity situation.

Here is the point. Think about those comedic chase scenes from the cartoon show Scooby-Doo. In the show the gang is caught running from the villain in a hallway of doors. You never know what door someone or something will come from as they run from room to room. The same is true with your customers. You never know what page (door) they will enter through. You can not assume they will come through your homepage. They can enter through many different pages.

When you are working on your website give each of your top landing pages a look and see how you can turn them into result driving machines.

How We Made Using WordPress an Easy Choice

by Kevin Dees on June 20, 2017.

WordPress is an easy choice if you know how to stop the chaos of plugins by using the right tools.

WordPress plugins help anyone add features to their website with a single click. If you need a contact form there is a plugin for that. If you need to keep hackers out there is a plugins. Need to connect your CRM, email marketing system, or send a fax? Plugins can. There is a plugin for just about anything you need. However, there is a problem.

After only a few plugins are installed, your website can become a house of cards. This is because almost every plugin is made by someone different. Imagine buying a car but every section is made by a different manufacturer – a BMW-Ford-Honda-Jeep. To drive the point home, each manufacturer operates by different standards and levels of craftsmanship creating completely funky final experience. Now, how far would you drive with your loved ones inside?

When we use WordPress we know that you love your business. There is no way we can put your businesses in that kind of car (website).

We want your website to run fast, operate securely, break less, and look great. This is why we made a WordPress framework called TypeRocket. TypeRocket is not a plugin. TypeRocket is a framework.

While a plugin lets you add features with a single click a framework lets you add features with a single line of code. Once you get into code the number of people who can add features drops off. Not everyone can code after all. However, you do not want everyone building your website. Remember the car.

The real benefit to using a framework is that people who can code have a single toolbox to work from. With a single toolbox to work from your site can have the same standards and levels of craftsmanship applied to it when it is built. When the people who are building your site are working along the same lines greatness can happen.

By building TypeRocket we make using WordPress an easy choice. But, that is just the beginning:

  1. We made TypeRocket 100% Free.
  2. We have helped other web design companies use TypeRocket for themselves.
  3. We wrote about and made videos showing how to use TypeRocket.
  4. We speak at conferences  and events about TypeRocket.
  5. We are adding new features and options to TypeRocket all the time.
  6. And, we are doing a lot more.

With Typerocket you can add any number of features just like you can with plugins. Need to connect your CRM, email marketing system, create a contact form, block hackers, or send a fax? TypeRocket can.

TypeRocket also works great with plugins. If you want to use some of the really good plugins that exist like Gravity Forms or iThemes Security Pro go for it. In fact we use plugins with TypeRocket all the time. Only, we do not let a website become a house of plugins.

Increase Your Non-Profit’s Donations

by Kevin Dees on June 15, 2017.

People who want to address problems like sickness, poverty, hopelessness, and confusion are champions. Your goal as an non-profit is to show champions how they can address the big problems by connecting to your mission (the solution to those problems). When you can do that donations will become a natural step.

The issue is that connecting champions to your mission is not as simple as asking for a donation. When you jump straight into asking people to help you, “you” become the focus and not the big problems. When “you” are the focus champions can not see why your mission is important because the problems are hidden from view.

To achieve your mission you need to speak about the problems and the solutions not your needs.

Tom’s Problem

Lets say Tom the non-profit advocate needs to raise money for affordable housing. He has been going to his friends and saying,

“Hey guys, I need your help. I’m are trying to help the homeless find affordable homes. Your gift would really help me. If you can give just $50 dollars you can have a cool teeshirt or inspirational book too.”

I do not think any of Tom’s friends are going to give. Here is where Tom has gone wrong:

  1. Tom is focusing on Tom’s problem. He says, “I need your help” and “I’m are trying”. Tom seems to be doing fine from what his friends can see. Tom started off all about Tom. It was not until later that he got to the point and said, “help the homeless find affordable homes.” But, Tom goofed again. He did not ask his friends to help the homeless he asked his friends to help “him”.
  2. Tom completely skips the how the affordable solve the homelessness problem. In fact he said, “Your gift would really help me.” I fact, it sounds like Tom is the solution.
  3. Tom is also missing how giving will make an impact. What will a gift even do?
  4. At the end Tom tries a gimmick to sweeten the deal. No free teeshirt or book is going to attract his friends. In fact if his friends are true champions a free teeshirt is unattractive. What is the purpose of the teeshirt?

No number of words are going to help Tom because he has made his message all about “Tom” and what Tom is doing. Tom needs to tell a different story. Tom needs to know “The Big 3”.

The Big 3

To communicate his mission effectively and rally champions Tom needs to communicate “The Big 3”.

  1. The problem your are solving with a champion. At deepest level this is “why” someone should care and “why” you care. The problem is anything a person wants to champion over: hunger, poverty, hopelessness, or confusion.
  2. The solution to that problem. I call the solutions the “wells” you are digging for the thirsty. The “wells” are the “tools” and “how” of your mission.
  3. The impact champions make. Impact is “what” change you are making when the solution is delivered. A solid impact is communicated through telling the story of the lives changed by the solution.

Here is the framework:

  1. Problem = Why care.
  2. Solution = Tools and how.
  3. Impact = What changes.

The simplest way for Tom to communicate “The Big 3” is by crafting a one paragraph message, or story, he can share with anyone. Once Tom has that message he can begin to use it anywhere. On his website, campaigns, social media, conversations, or emails.

Lets help Tom out and create a message we can share with him that uses “The Big 3”.

The Problem

The first part of your message should be focused on the problem you are solving. For Tom you need to focus on homelessness . To explain the problem effectively:

  1. You need to create a connection between the champion and the needy. Invoking empathy is the best tool to create that connection.
  2. Be clear about the actual problem. Make the problem practical. Do not get too fancy. Communicate the problem in tangible terms.

You might write,

“Life without a home is hard to imagine but many people do not have a place to call home.”

With this sentence you have created the feeling of “home” and invoked empathy by asking a champion to think about what not having a home is like.

The Solution

Next you need to focus on the solution to the problem. I call the solutions the “wells” you are digging for the thirsty. Here are some tips:

  1. Focus on the solution on the problem not yourself. You are involved in delivering the solution but do not get focused on that. You want the solution to be about “how” a champion uses a “tool” to solve the problem. If the goal is for a champion to get involved make it about them.
  2. Quickly explain the “tool” and “how” using it achieves the solution.

For Tom you can write,

“Affordable housing gives hope to those who need a place to call home. When you give you help build homes and change lives.”

Notice what is missing here. There is no “exclusive” statement. Then is no “you” and “us”. This statement includes the champions.

Do not be afraid of using words like “we” and “us” but be sure they are inclusive.

The Impact

Finally, express the impact. The impact is all about the change the solution has made in a tangible way. In the solution statement you kept the impact general. With the “impact” statement you want to:

  1. Bring the impact down to earth and make it feel real.
  2. Quantify the change that is made and the lives it effects. Make it concrete.

You write,

“With each home that is built fathers, mothers, and their children have a place to call home. With an affordable home families in need can grow the economy and impact the community themselves.”

Your Impact

You like Tom and want to help him out.

You say, “Tom, you have a problem. Rejection is difficult when you pour your heart into helping the homeless. I have a solution, made of three parts, that connects givers with those in need. I just learned them myself and they have helped us reach more people. If you like…”

Tom excitedly interrupts you, “What are they?!”.

You explain “The Big 3” and walk Tom through your approach. Tom smiles as you share your idea,

“Life without a home is hard to imagine but many people do not have a place to call home. Affordable housing gives hope to those who need a place to call home. When you give, you help build homes and change lives. With each home that is built fathers, mothers, and their children have a place to call home. With an affordable home families in need can grow the economy and impact the community themselves.”

Tom pauses to let the messages sink in. Then, after a moment, Tom delivers the ask, “Join the mission. Give today.”

Asking for the Donation

Once Tom has a compelling message he was able to take the leap and ask champions to join the mission by giving, “Join the mission. Give today.” When Tom asks for a gift he is calling for action.

When you use “The Big 3” a call to action becomes more than the punchline at the of your message. It becomes the entire message.

In the Real World

One non-profit that does an excellent job of telling the story of their champions is Charity Water.  You can see them using this framework on their website, marketing campaigns, and in video. Here is a video they created sharing the message of their mission and how clean water changes everything.

There is a lot more to creating a more refined message:

  1. First, you should overcome at least one objection to your mission. Charity Water does this by clarifying 100% of their funds go to the mission not their pockets.
  2. Second, you should ask people to give in specific ways. Charity Water does they by asking you to give in multiple ways, “A little, a lot, or everything you’ve got.” Which takes us to refinement three.
  3. Don’t be afraid to encourage extravagant giving. Some champions want to know its ok to give extravagantly.

However, what is most important is that you use “The Big 3”. Address the problem, the solution, and the impact.

4 Principles for Making Your Home Page Work

by Kevin Dees on June 13, 2017.

Every business is unique. When it comes to crafting a powerful homepage you need a solution works with your unique business objectives. There is a lot of marketing advice out there. Much of it is really good too. This makes it incredibly hard to know what advice will work for your business and what advice will not.

So, what advice will help you make a great homepage and what advice will not base on your unique objectives?

To uncover what advice will work and what advice will not all you need to know are four primary principles in digital marketing.

  1. Be clear with your messaging so someone can understand you quickly.
  2. Create fewer questions from customers and ask them at the right time.
  3. Put the customer first.
  4. Save your customers time.

Be Clear

First, every home page needs to be clear. If a customer is confused about the products you offer they will not buy from you. A clear message needs to come alongside a quality product, service, or idea. People buy products they understand the most.

To find out if someone can understand your products show them your home page for 3 seconds. If they do not understand what you are selling within 3-5 seconds it is not clear enough.

You might be surprised but Facebook does a great job at being clear. There is a lot they do and it might be tempting to talk about all of their features. Instead they focus on being clear and highlight what is most important.

Clarity is powerful but it is not the only factor. There is no silver bullet when it comes to making a great home page.

Fewest Questions, Impeccable Timing

When you cause someone to think you are losing ground. For a custom car products site, you might be tempted to ask for their vehicles make model and year right away. If you are a delivery service or sell insurance you might want a zip code. If you are a personal injury lawyer you might want to know the cause.

For example, Michelin Tires asks right away for your vehicle make, model, and year. It is not to say they are doing anything wrong. However, they are asking a lot of questions right when you get on the site.

Your home page must create the fewest questions possible. An unwanted question is a barrier to a sell. The goal is not to eliminate questions entirely. The goal is to remove the questions that are not needed. For Michelin Tires it might be that asking for your vehicle information is a question that must ask.

Timing is also important. Some questions must be asked. When they are asked is what is important. The goal is not to ask all the questions at the end. It is to ask them at the perfect time.

For example, a delivery service needs a zip code to account for pricing in many cases. However, that question needs to come the right time. To ask fewer questions and get the timing right requires critical thinking and creativity. There are no cookie-cutter solutions here only the principle.

One of the things we like to say at Robojuice is this, “We want to create fewer question marks (?) over a customer’s head and more excitement marks (!).” If we can convert questions to excitement then we are talking.

To find out if your questions are right, have someone use your site and watch their facial expressions. You want smiles not confused or overly focused looks.

Focus on the Customer

This is perhaps the biggest rule in the design world and it is true in the marketing world as well. The user or customer comes before the business. This is not to say the business is not important. It is to say that the customer comes first.

To put the focus on the customer. Focus on the problems they are trying to solve. Come along side then in their time of need and guide them through solving their problem. Frame your marketing round them not your business.

It is can be say to say on your home page, “At our business. We see your problems. We solve those problems.” Do not do this. Focus on the customer. Say, “You have a problem. You want a solutions. Our business has the answer for you.”.

MoonClerk does a great job at focusing on the customer with their words but also demonstrate who their are through the images they use.

It is not about taking yourself out of the equation it is about making the customer the hero of the story. It is about helping the customer accomplish their goals first.

Save Time

Saving time is another principle. Saving time is not just about a site loading fast it is also about customers understand what is going on quickly. The words and design you use are the greatest factors in the time arena.

Your home page needs to be clear and concise with its words and design.

A home page that sales needs to be designed in a way that gives direction not options. Providing direction points a customer to a solution. Options causes a customer to slow down and question what it is they want.

Remember, you want to ask questions at the right time and it is probably when their first arrive on the home page.

Also, using the right words in just as important as creating the right design. Lengthy copy is not helpful if you are trying to save time.

Apple has been one of my favorite sites when it comes to being clear and concise. With their powerful brand string product photography and right words they can cut directly what matters most and convert the question they create into excitement. Plus, the message is about the customer.


Dealers and Retailers Care About Time Over Products

by Kevin Dees on June 9, 2017.

As a Manufacturer, when it comes to dealer and retailer relationships you are not selling them your products you are selling them time.

Because you are a manufacturer you have unique problems. This is very true if you do not sell direct. You need to create products consumers demand.  And, you need to provide time-saving assistance to dealers and retailers so they sell your products over the competition.

Yes, your products are important to your customer. Your customer being dealers and retailers. But, a quality product that is hard to sell and wastes your customers time is not going to get the shelf space you want on merit alone.

If saving your customer time is the game then you need to think of ways to help them do just that. However, while there are many tactics for doing this, simply executing tactics will diminish your impact, relationship, and growth. You need to work a plan to focus your efforts and deliver a powerful bang.

So, what does working a dealer and retailer time-saving plan look like?

At the simplest level, a plan is a set or group of tactics that are scheduled, measurable, and executable and lead you to the desired result. The desired result is to save time for your dealers and retailers. A set of tactics to get you there might be planned out like this:

  1. One: Craft digital PDFs that clearly communicate how your product solves the consumer’s problem and adds more value to their life than they spend and still produce a profit for your dealer and your business. Saving the dealer and retailer time on explaining what your product does and how to use it.
  2. Two: Program a Digital pricing guide that can be accessed through a wizard on a phone for the large number of customizations your products have. Saving dealers and retailers the cumbersome process of making a quote.
  3. Three: Invest in quality product images that engage and connect with consumer’s emotional and irrational behaviors so that dealers and retailers have the resources to demonstrate the glamor of your product and save time explaining what it might be like to own.
  4. Four: Create videos that explain how to maximize the consumer’s enjoyment of your products. These can be on topics like support or glamor. This will further maximize the easy of the sale and speed along the sales process for dealers and retailers.

If the design of your product is reliable and customers do not have to deal with needless returns you will be well on your way. However, this plan will not work if it does not align with your Vision. When Vision is missing the plan will ultimately fail because the plan lacks direction.

To make a solid plan you need to understand the importance of Vision, Message, and Strategy:

  1. Your Vision and Mission, the north star toward which your company is aiming and how to get there.
  2. Your Message, the story you are trying to tell.
  3. Your Strategy, the way you are different than other companies.

When you understand what these component are and can write them out you can execute a plan that works. The formula works like this:

  1. Vision and Mission direct your Message.
  2. Message directs Strategy.
  3. Strategy directs Planning.
  4. Planning directs Tactics.
  5. Tactics create Results.

Too many times we do the reverse. We have all started with tactics and wondered why the results stopped coming in. And, when the results stop coming it’s easy to worry and feel lost.

At Robojuice we have found this formula to work time and time again. It is our mission to take the worry out of the web by making and working plans that start with vision and end with results. Making a great plan requires critical thinking and an understanding of the digital landscape. If you need help making and working a digital plan contact us. We want to help you win online.

Why Businesses Need a Website with SSL

by Kevin Dees on June 6, 2017.

To win online you need to stay on top of the web and your website. This is why you need EV SSL for your website. When your site uses EV SSL you get a boost in all four of these areas:

  1. Your site’s findability on Google.
  2. Your site’s security.
  3. Your site’s loading speed.
  4. Your site’s branding.

What is EV SSL

Extended Validation (EV) SSL is the highest level of SSL security available. It protects the information you send and receive on your website and blocks hackers. It improves your SEO on Google in multiple ways. It increases your website’s speed by enabling you to take advantage of HTTP2 (HTTP2 is the new version of the internet in a way). EV SSL also adds a green bar and your legal business name to the browser which enhances branding and customer perception.

For eCommerce EV SSL is very helpful and a must have. It is very inexpensive for the value you receive and prices can start as low as $89 a year.

Getting EV SSL

You can obtain an EV SSL Certificate for your site on GoDaddy. At Robojuice we have used a number of providers and GoDaddy has given us the best support when it comes to installing SSL on a website. However, NameCheap is another great provider we use for SSL as well.

When you purchase an EV SSL certificate you will need to send in documents validating your business exists. This is why EV SSL is so trusted. However, be sure the documents you send include the branded name you want to use in the browser’s green address bar. If you run into issues getting the right name work with your web team to get the name right before you install your EV SSL certificate.

Installing SSL Certificates

The installation process of an SSL certificate is not simple but the return on investment is well worth it. When you purchase an EV SSL certificate have your development team do the installation work.

All SSL certificates must be installed on your web server and not every website server is the same. You might hear terms like NGINX, Apache, or cPanel when it comes to your server but do not let that concern you. Having someone who understands how each server system works is key to installing your SSL certificate. You need the right team.

Finding the Right Team

Almost every web solutions team will know how to install an SSL certificate on your server. SSL is a fundamental part of the web today and will be the standard for every site in the near future. Ask your web team to help you and you will be on your way to improved Google ranking, better security, and more. As a business, you understand that staying proactive on the web is important. An EV SSL is just one solution in the mix, but it goes a long way to improving your opportunities online.

At Robojuice we continually push the important message that working a plan is the key to success. While EV SSL can improve your website in many ways working a plan leads success online.

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