Put the Internet to Work for You

by Sharon Hassler, Founder/Webmaster, GoGetNotary.com

Don’t miss the downloadable Web Tracking Chart at the end of this article to monitor your Internet marketing.

If you aren’t using the Internet to build your business, this is a great time to start, since it no longer requires shelling out thousands of dollars to have a location online. First, however, you must answer these two questions: What are my goals? How much can I spend? If you want the Internet to bring new, repeat and referral business, the results you receive will depend on your budget and your dedication to incorporating your web presence into your overall marketing strategy.

There are three main avenues of entry onto the Internet: a web directory listing, a web page and a web site. The confusion comes when companies try to sell a listing as a web page, or, worse yet, attempt to sell a web page as a web site. Think of a listing as a business card, a web page as a brochure, and a web site as a tabbed notebook, and you’ll know what you’re getting. Here are the pros and cons to consider with each:

Web Directory Listing

Consumers still turn to directories like the Yellow Pages but more frequently they do it online through a “find” search at Google, Yahoo, or MSN. Online industry-specific directories are available not just for notaries public but for nearly every vocation from attorneys to zoologists. Directories differ in the search options they offer and in the product they provide which in some cases is limited to basic contact info. Fees for notary directories range from free to $179 a year or more, with many charging “upgrade” fees for additional service areas, text, photos, or premium placement. For more info and a review of the top notary directories, visit our Notary Directories resource page.

Pros: A directory listing is usually the least expensive way to place your contact information online. Directories may provide an opportunity for new business since they can generate traffic. If your directory listing includes a link to a web page or web site, it could convert more leads to customers since the prospect can “click through” and learn more about you. Also, if you have a web page or web site, including a link in your directory listings could improve your placement in search results for your other web address. The bare minimum for an online presence, a directory listing is a start, and the more listings, the better: “more needles in the Internet haystack.”

Cons: Directories typically limit your information and charge extra for “premium” upgrades. If you want a web address for your business cards, ads or flyers, a directory probably won’t provide one—or the address is long, unfriendly, and not suitable for marketing, such as www.listoflnotarynames.com/us/oh/78345mwcl28119v?asp.39071. Try putting that on a business card! Most directories do not allow a name search, so if a past customer wants to find you or refer someone to you, they can’t locate you by name. And most directories are programmed so pages can’t be bookmarked, which means a customer can’t return to your information without doing another search by zip or city and state.

Also, if a directory depends on advertising for additional income, its pages may be cluttered with dozens of tiny ads and flashing banners. Think of the image you want to project when you’re considering directories.

Link-exchange directories are another category entirely but I’ll include them here. They require a reciprocal link which means you need a web page or web site where you can publish their link in order for them to publish a link for you. You’ve seen this type of thing on web sites: a free-for-all page with links to totally unrelated web sites and generic directories. Once considered an easy method for moving up in search results, link exchanges have fallen out of favor with search engine companies. In fact, Google, the largest search engine on the web, revised its algorithm to downgrade unrelated link exchanges in favor of links on only legitimate web sites that have a valid purpose and provide related content, i.e., information, articles, resources or forums.

Web Page

The definition of a web page is simple: it’s ONE online page. You can call it a home page if you like, but it’s still a web page. A web page may be posted as a stand-alone page or hosted in a group of related pages. Costs for true web pages (not just listings) can run up to $300 a year, plus possible upfront graphics fees for custom design. (GoGetNotary.com charges $49/year and frequently offers special discounts.) Custom-designed web pages ensure your page is uniquely yours but typically cost more than a self-managed template web page. Template web pages, like GoGetNotary.com, allow you to complete a simple form and instantly publish a professionally-designed page.

Free web pages are routinely offered by Internet Service Providers (ISPs), such as AOL, Cox, Earthlink, Cableone. The trick is, you have to design the page yourself with software such as Microsoft’s Front Page and post it following your ISP’s instructions. If you’re comfortable doing this, can create an attractive professional page, and and post it for free, by all means, do it!

Pros: A web page presents more information than a directory listing and is more economical than a web site. If you’re not ready for the expense of a full-featured web site, a web page could serve you well by giving you a web address (depending on the company) and providing more information about you. Having your own template-type web page also means you’re in control. You can immediately update your contact information so your customers can always find you. Having a permanent, memorable web address and a web page your customers can bookmark is an integral part of any long-term marketing plan. This is especially beneficial for someone who works with attorneys, hospitals, or title, escrow, mortgage and signing companies and values repeat and referral business.

Also, if you’ve considered trying one of the multi-page, self-managed web sites, a template web page is a good place to start with very little investment. You’ll become familiar with posting text and graphics online and be ready to move up to a full web site when your marketing strategy calls for it.

A web page company may specialize in a particular field, such as notaries, and include a search function for web site visitors. The benefit of this hybrid web page/directory company (such as GoGetNotary.com) is that, along with having a comprehensive web page and a “permanent” location for your repeat and referral customers, you are included in a directory which can attract new customers.

Cons: A web page, unless combined with a directory, may be hard to find. If this is a stand-alone page and not part of a notary-specific grouping, it won’t attract customers with additional content, i.e., articles about notary functions, industry info, credit issues and so on. And like some directories, if your web page company sells ad space, your own page may be surrounded by advertising.

Web Sites

Web sites are online presentations made up of multiple pages. They both offer more and cost more than directory listings or web pages. Costs for template&mdashnot custom&mdashweb sites in other industries such as real estate and lending run from about $25 to nearly $200 PER MONTH, and upfront setup fees can start at $499. A unique customized web site will easily cost several thousand dollars plus hosting fees. This is not the case for notaries thanks to one company that specializes in web sites for notary professionals: www.NotaryWebsites.com. Their regular price, including setup fees, custom design, 5 email addresses, hosting for one year, and your own domain name is $249. Renewal for subsequent years is only $86.

Pros: A full web site tells others you’re serious about your business. Along with that, committing to a web site may be the nudge you need to start thinking of notary public as your career, not as something you do in your spare time. This shift in your internal perception may propel you into renewed enthusiasm for your career and a fresh burst of marketing efforts.

Cons: The number one disadvantage of a web site is the cost. Another disadvantage is the stand-alone, not-being-found aspect, but you can overcome this by including links in directories and exchanging links with other web sites. Just don’t expect a web site to bring new business without investing additional time and/or money.

Which One to Choose?

Among those three avenues&mdashweb directory, web page, web site—which one should you choose? This isn’t either/or. Visibility is just as important in the virtual world as the real world. The more locations you have online, the more likely a new or repeat customer will find you. You should be listed in every directory that’s free and as many others as you can afford. Be sure to review upgrade/premium fees before you sign up, so you know what you’re getting in each directory. To make your listings more worthwhile, you should have a link to another web location that provides more information about you. This means at least invest in an affordable, professional web page where you can promote what makes you unique and convince a potential customer to choose you. When a web site fits into your budget, move up to a full site, but keep your directory listings and web page to help drive traffic to your new web site.

What’s Different about GoGetNotary.com?

• We offer the best of both worlds: A true web page and a directory.
• Flat fee: $49 for one year (Check our Special Offers page for current discounts.) NO premium charge for listing multiple cities or counties. NO premium charge for uploading photo or logo. NO premium charge for additional text to promote what’s unique about you.
• Memorable and marketable web address: GoGetNotary.com/get/YourName.
• Automatically included in the third busiest notary directory on the Internet
• Convert-to-pdf feature enables printing of your web page as a flyer.
• Search-by-name function so repeat and referral customers can easily find you.
• Web page can be bookmarked so customers can quickly return to your information.
• No ads or banners on your web page. Your page is all about you; even the “sidebar” disappears on your page.
• Networking opportunities among members of GoGetNotary.com, GoGetEscrow.com, GoGetLoan.com, and GoGetRealEstate.com.
• Free 7-day trial!

Bonus Web Tracking Chart

Here’s something to help you track your Internet presence: Download our Web Tracking Chart to keep a record of every location you have online. Track your costs vs contacts made/jobs received. (Keep in mind this may be misleading: A prospect may look at two or three directories, see your name keep popping up and then contact you, so it could be a cummulative effect of being listed in several directories.) When you have a change in services, service area, phone number, etc., make a note on the chart as you update each web location. While this chart was designed for the web, you can easily use it to track your other marketing efforts, too.

Best advice: ALWAYS ask the customer how they found you. If you’re not asking, you don’t know what’s working. Maybe it’s directories. Maybe it’s your meeting with local bank managers, contacting title companies, speaking at clubs and events, or some other networking activities. Find out what’s working and do more of that!

“We supply the missing link! Is your business card missing a link to your professional profile? If it’s missing, you can get it here at GoGetNotary.com.”

©Copyright Sharon Hassler. All rights reserved. Sharon Hassler, Founder/Webmaster for GoGetNotary.com, is a former loan officer, real estate agent and marketing consultant. She served as Communications Manager for First American Title-Arizona for 11 years. For more about Sharon, visit GoGetNotary.com/Get/Sharon.