Chutzpah Web Site Marketing for Professionals
Getting and keeping paying clients
By Philip Copitch, Ph.D.
CopitchInc.com
Chutzpah Marketing For Mental Health Professionals
The Simple Chutzpah Super Bill
Chutzpah Phone Scripts for Mental Health Professionals
Chutzpah Web Site Marketing for Professionals
Business Consultation with Dr. Copitch
Books Written by Dr. Philip Copitch
Spiral-bound
43 pages, 8.5 x 11 inches.
Download $9.99 
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Chutzpah Marketing for Mental Health Professionals
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Chutzpah Marketing: Simple Low Cost Secrets For Building Your Business Fortune
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A chutzpah web site is by far the most cost effective and über powerful marketing tool a professional has. Once set up correctly, your web site is working for you every second of every day, offering world wide access to your perfectly stated message.
In this white paper we will start with the basics, where I will demystify the web lingo putting you in the position of knowledge. Then, we will talk about how to start a web site from scratch in just a few hours. Finally, the marketing good stuff, I will explain how to use your site for chutzpah marketing.
Remember, in my humble opinion, if you have a business site it has one chutzpah purpose — To make you money!
Philip Copitch, Ph.D.
Chutzpah Table of Contents
0. Introduction
1. Web site basics 6
The parts of the web page 8
Navigating on a web page 9
Web site hosting 11
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2. Your company web site: Build your own or hire a pro? 12
Hire a web designer/programmer. 13
Questions to ask potential web designers 14
Build a web site from scratch 14
Building a web site for non-geek professionals 15
Start slowly for free 16
So, if sites.google.com is free, why would I want to pay? 21
3. The chutzpah web site 22
Your chutzpah web site focus 23
What therapists like to sell 23
What patients like to buy, what they value 23
What’s in a name 24
Buying your domain name (URL). 27
More than one domain name? 27
The basic rule of chutzpah web page 29
Content is king 30
Rules for a chutzpah web site: What to do and what to avoid 31
Landing page 31
Quick loading pages 31
Minimize Flash 33
Easy navigation 33
Check links 34
Background colors and white space 36
Avoid horizontal scrolling 36
Clear contact information 37
Don’t use PDFs for online reading 37
Use only web safe fonts and colors 37
Collect email addresses 39
Search engines and your web site 40
The four main web site meta elements 42
Document title 42
Mete description 43
Mete keywords 43
Image 43
Closing 43
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Excerpt:
Introduction
This white paper is not about web sites or the Internet. It is about how to use your professional web site to the fullest for getting and keeping paying clients.
This white paper is about how to Chutzpahize your web presence.
First, what is chutzpah (`huts•pah)? It is boldness coupled with supreme self-confidence. An old Yiddish joke illustrates the power of chutzpah:
A man murders his mother and father. Then he throws himself on the mercy of the court because he’s an orphan.
Now that’s chutzpah!
Chutzpah marketing is business boldness coupled with supreme personal self-confidence. It is the art of doing something right, fairly, and with value.
Business is said to be cutthroat, but that is not what I am teaching. I am talking about being basically lazy and getting a lot done. I want you to do what works, and skip the aggravation of wasted effort. A chutzpah marketer doesn’t waste time or money. She works hard and plays hard while loving it all. She has clear goals and follows them. She looks at her options and makes only well informed decisions. Once a decision is made, she does not second-guess herself. She is confident that she did her homework and is now following a sound course of action. A chutzpah marketer can make a decision. She is task oriented and prides herself on task completion.
A chutzpah marketer won’t spend a dime if 9¢ will do. But, she is not cheap. She is value minded. When making purchases, she is value conscious. She is future oriented and sees that she is investing in her business, not merely spending money.
A chutzpah marketer is ethical. She carefully abides by the ethical standards of her profession. The ethical standards are incorporated into the very foundation of her business plan.
A chutzpah web site is by far the most cost effective and über powerful marketing tool a professional has. Once set up correctly, your web site is working for you every second of every day, offering world wide access to your perfectly stated message. As my uncle Sol would say in his thick Yiddish accent, “Vat a deal!”
Just a few years ago, developing a web site took specialized computer skills or the cash to hire such skills. Now, with just basic computer skills, you can put together a marvelous web site.
And, with the information in this white paper, it is only a little bit more work to go from a marvelous web site to a chutzpah web site.
If you already have a web guru, the information in this white paper will help you direct him or her to develop your site into chutzpah drive.
We will start with the basics, where I will demystify the web lingo putting you in the position of knowledge. Then, we will talk about how to start a web site from scratch in just a few hours. Finally, the marketing good stuff, I will explain how to use your site for chutzpah marketing.
Remember, in my humble opinion, if you have a business site it has one chutzpah purpose— To make you money!
Chapter 1. Web site basics
I am going to assume that you have been all over the Internet, visiting lots of sites. You may have even bought something online. Great, with this basic experience we can start our conversation.
You have seen web sites and played with them, but what are all the parts called? You will need to build a base vocabulary so that you will be able to understand what I am writing about, and so you can explain your needs clearly when it comes time to direct a web designer, or when you develop web content for your web site yourself. In fact, let’s start with those 3 web words I just threw out willy-nilly:
Web site: a computer location connected to the Internet that maintains one or more pages on the World Wide Web (WWW).
Web designer: A person who designs the graphic look of a web site.
Web content: The text, graphics, and links that make up a web site. Often simply called content.
A web site is made up of one or more web pages, the first page is called the homepage.
Web pages: The World Wide Web was initially conceived to connect academics in university settings together. Web pages initially mimicked typed pages. As the Internet developed, all content that can be seen on the screen without having to jump to another page is now called a web page
World Wide Web: A widely used information system on the Internet that provides facilities for hypertext documents to be connected to other documents by hypertext links.
Hypertext: Text displayed on a computer with references (hyperlinks) to other text that the reader can access usually by a mouse click.
Hyperlink: A link from a hypertext file or document to another location, typically activated by clicking on a highlighted word or image.
Homepage: The first page of a web site. Programmers call it the index page.
When you surf the net you are using links. Links are made up of hypertext code that a web browser uses to connect web sites.
Surf: The activity of going from web site to web site.
Links: Links connect two pages of a web site together or two web sites together. A link is a graphical representation of a computer code that directs your computer to a different part of the web site you are in or another web site somewhere on the Internet. Hypertext traditionally is shown as underlined blue text. When hypertext is connected to a graphic it is often called a button.
Web browser: A software application for retrieving, presenting, and traversing information resources on the World Wide Web. Common web browsers are:
- Google Chrome
- Microsoft Internet Explorer
- Mozilla Firefox
- Opera
- Apple Safari
- SeaMonkey
- Bing
Hypertext code: Hypertext Transfer Protocol (HTTP) is the basic computer code that allows computer browsers to communicate. Thus, no matter the make or model of computer, it most likely can share information over the Internet.
Every web site on the Internet has an individual address. This address is a specific code number that is given to each web site on the Internet. For web programmers, a web site address is called a Uniform Resource Locator (URL).
Web programmer: Individual with the ability to program web pages usually using HTML or similar coding.
Uniform Resource Locator (URL): A web address. It tells the browser specifically where to send you on the WWW.
In actuality, the URL is a highly technical part of the Uniform Resource Identifier (URI). The URI is a set of rules that governs where an identifying resource is on the World Wide Web and the mechanism for retrieving it.
Luckily for us we don’t have to master that code, but we do need to understand the addressing system, URL. Later in this white paper we will look at the importance of getting a URL that is helpful to your business, but for now let’s look at the parts of a basic URL.
A basic URL looks like Figure 1.
- The browser protocol
- Type of server
- Name of the web site
- Domain of the site
The name of the web site and the domain make up the domain name.
There are lots of domains available. Common 3 letter doamins are:
.COM commercial
.GOV Reserved exclusively for federal and state government
.EDU Reserved for post-secondary institutions accredited by an agency on the U.S. Department of Education's list of Nationally Recognized Accrediting Agencies
.NET Often used by networks
.ORG Often used by public interest organizations
.MIL mostly used for the Department of Defense.
Two letter domains denote countries:
.CA country-code Canada
.UK country-code United Kingdom
.GB country-code United Kingdom
.US country-code United States
.SZ country-code Swaziland
One 2 letter country code that is becoming very popular because of similarity to television is:
.TV country-code Tuvalu (Ministry of Finance and Tourism)
Every domain name in the world ends with a 2 digit country code, except the United States. Since the WWW started here, country codes weren’t initially needed. If you want to shop at Amazon.com in England, just direct your browser to http://www.amazon.co.uk/
There are even 4 letter domains, such as:
.MOBI Reserved for consumers and providers of mobile products and services
.INFO Generic top-level domain often used by information sites.
The parts of the web page
Figure 2 shows the basic parts of a web site.
Header: The top part of the page. It usually consists of the tool bar, URL and the title page. Many web browsers allow you to customize the header of the web window.
Title bar: This is the title that the web designer gave the page you are looking at. When you start to develop your own web pages, this title becomes very important since it is one of the ways your web site is found and defined by search engines like Google and Yahoo.
Tool bar: This is where the navigation tools offered by your browser are kept. The tool bar is can be customized..
URL: This is the web address of the web page you are viewing. The URL is typed into the locator window.
Body: This is the content area of the page.
Footer: The bottom part of the page. It usually tells you about the owner or author of the web page. The footer often carries the copyright of the page owner.
End of excerpt
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