Bookkeeping and Invoicing

Nothing can eat up the time of a small business owner quite like keeping the books, crunching the numbers, and invoicing.

Chances are you started your business because you had a talent or passion for your product or service. Unless that passion was accounting, hand the books to someone else.

As you grow, keeping the books will only become more complicated and time consuming. Instead of letting record keeping eat up a huge percentage of the time you could be putting into pulling the big levers on your business, outsource the task to a CPA. If you need help with the day-to-day numbers, tracking, and invoicing, you can easily find and train an employee or intern to do this for you.

Graphic Design and Your Website

If there’s one area where small business and solo entrepreneurs make a huge mistake it’s in doing their own graphic design and website building.

  • Learning a “little about SEO and websites” will give your business a site that looks terrible, is extremely time consuming to build, generates no sales, and projects a very unprofessional image.
  • Free site creators give you a website that looks like it was made for free.

Doing your own HTML or CSS usually looks like an amateur did the site… at best. Remember that designers and developers go to college for 4+ years to learn coding. This is not something you can become an expert in by reading a For Dummies book over the weekend.


Doing your own graphic design in Photoshop or Paint will take time and give your ads, brochures, and other marketing materials an unpolished, unprofessional look.

We’ve all seen these pieces. Someone is trying to sell us a high-end product (like a new car) and their flyer features a blurry, askew image, hovering above a mass of text set in huge block letters in all caps (and in multiple colors).

  • Do you want your clients and customers to see your business as being a two-bit amateur operation? If you sell services or quality products, hire someone to do your site and your graphic design.

And no, getting your nephew who “knows all that computer stuff” to do your site is not the answer.

Your business website is part of your physical business. It’s no different than building a brick-and-mortar property. Would you hire someone to build a structure simply because they know how to use a shovel?

  • You can find amazingly high quality designers overseas through outsource sites like Upwork and Elance. They work cheap, they’re fast, they’re incredibly effective.

And, using their services allows you to keep a designer “on staff” without having to pay a full-time employee.

You’ll need to do some research and try different designers before bringing one on to do a big project like your website.

  • Ask for their portfolio and references
  • Give them a small task to start (a logo, label for a new product, a one-sheet flyer)
  • Then, find a back-up designer. Having two designers at your disposal is always a good idea for emergency situations (you have to present something to a new client by tomorrow morning and you just found out about it). If one isn’t available, you have your back up read to roll.

Reception and Appointment Setting

IF you are selling products, you may be able to hire a virtual assistant to hire your phone calls and email responses.

Same goes for appointment setting.


Do you want to have to find the leads, set them yourself, then go sell them?

Do you want to be on the phone all day because your customer’s delivery arrived at 5:15pm when the tracking told them it’d get there at 5:00?

If you’re uncomfortable going virtual, hire someone to do this for you. You may even be ablet o score an intern. There are a lot of talented people looking for work. Put in some effort to find someone competent to handle your appointments, customer service calls, and general reception. This will not only free you up to do more important tasks, but it projects a highly professional image for your business.

bounce rate

Your business devotes a good chunk of your advertising budget to pay per click ads. You put in a ton of effort on your site’s SEO.

Don’t waste time and money by losing visitors after they hit your site. If your bounce rate is high, you could be throwing money away.

Bounce rate refers to the percentage of single visits where your potential customer leaves your webpage without navigating further. Search engines like Google calculate and report the bounce rate of your website under Audience overview tab of Google analytics section. You can check on your site’s stats there.

According to a study published by Rocketfuel, bounce rate for most of the websites ranges between 26% to 70%.

If you fall in this range, it’s time to lower your bounce rate.

What makes people leave your site quickly?


Slow Page Loading

Google wants to give a positive experience to your visitors. A slow loading page is not a positive experience. It’s frustrating and makes users reach for the BACK button quickly.

Fixing the loading speed is a continuous journey for webmasters and SEO specialists. As your site grows, it can slow down. More content = more “loading” when someone visits your page. However, you can stay on top of this by continually working to lower page load speed as your site grows.

You can review your webpage speed through different tools like Pingdom, Google PageSpeed Insights & GTMetrix. These tools also provide insights specific to your page e.g. reducing third-party scripts, compressing the image size/quality, reducing browser caching etc.

Misleading Meta Description or Title Keywords

Always make sure that your website’s content is relevant (preferably it will match perfectly) to the title tag and meta description. If not, your customers will become frustrated and leave.

If you had a brick-and-mortar store and the sign outside said “Fresh Baked Bread,” but your customers walk in and see you selling T-shirts, they’ll bounce. Treat your meta descriptions and titles the same way you would a side-walk sign.


A Few Bad Pages

If your site’s content, in general, has a low bounce rate, but your website is still seeing a lot of people bounce quickly, then you may have some pages which are contributing disproportionately. Check which pages aren’t pulling their weight. Either add content to them, or give them the ax.

Blank Pages

Check for any blank pages or pages with technical errors like 404 on your websites because such errors can drop your page from search engine results. You can also search for these problems from Google’s perspective by going to Crawl > Crawl Errors in Google Webmaster Tools.

Obnoxious UX and Ads

Don’t bombard your customers with Pop-ups for surveys, opt-in forms, and banner ads.

You can have an exit pop-up, and web forms in-page. But, if you are hitting your customers with “Sign Up NOW” pop-ups the second they land on the page, you can be sure that many of them are bouncing away in anger.


In 2016, we have to track everything and that includes your website’s performance. The performance of your website is critical to measuring your business success. We have to be able to see how it is converting your customers. Is your website driving them to your store, or convincing them to be buying online.

  1. Heatmaps

Heatmaps like those on CrazyEgg or Tableau, help you understand the way your customers are seeing your website.

You’ll get readouts on where their cursor lands, where they’re clicking (or trying to click), how long they’re viewing various parts of your website, and where they head for the door.

This is key because we all develop our business site’s with our knowledge of the products or service. Sure, we may try to introduce the connect to the new client, but having a true “beginner’s mind” is difficult.

Heat maps help us see what our customers see, where they go, and what they want, then adjust our business site to fit those needs. You’ll learn where to place your best content, which images are drawing attention, and which elements need to get the boot.

Analytics To Track Performance

You can also measure which elements on your site is distracting your visitors, pulling them from your main message. This is impossible to know without testing, so heatmaps provide real-time tracking that can increase your leads and sales.

  1. Google Analytics

Nothing new here, but Google’s tracking is still number one. While it’s not 100% accurate, no tracking system is. But, you’re getting data from the biggest search engine on Earth, so the numbers are reliable.


Understating how to get the most out of Google Analytics is a science unto itself. If you have the budget for it, hire someone who can break down the numbers program in your goals (conversions, sales, etc.). and navigate the more intricate areas of the system. It will pay off with more traffic, more leads, and more sales.

Note: if you have an SEO frim running your site, they probably know analytics pretty well. However, make sure they know that your goal is to make money and grow your business, not perseverate over a .003% decrease in top exit page numbers (everyone has an exit page).

  1. Site Meter

A lesser version of Google Analytics, but allows for easy print out of 3-D graphics. This can be useful when presenting numbers to investors and bosses, and cuts out the leg work of taking Google’s stats and turning them into charts, graphs, and other visuals.

  1. Google Alerts/Social Mentions

If you are looking to track your brand building, invest some time in Google Alerts and Social Mentions. Both will let you know when your site, business, or brand has been mentioned in articles, blogs, or on social media.


Marketing Analytics for Measuring Performance

For small businesses, especially those involved with content marketing, this is also a great way to easily monitor the web for those who scrape your site and repost your content. Rather than you taking the duplicate content penalty, you’ll know where it is and how to get your stuff taken down.

  1. Marketing Grader

Hubspot’s tool isn’t a true analytics tool, but it can help monitor your overall digital marketing and website efforts.

It will track progress on social media integration, SEO, blogging, and lead generation. The system scans your site and gives you a grade.

Checking in with this tool every quarter is a good way to measure overall progress, and can give you a glimpse into what the competition is doing.

Without Concrete, Measurable Website Goals, Your Site is Nothing More Than a Brochure Sitting Online. 

website goals 2

In the early days of the internet, brochure sites were all a business needed to succeed. You put up a cheap site with Home, About Us, and Contact pages. If you were really cutting edge, a page that allowed users to purchased directly from your site.

The build it and they will come days are long dead. It’s now a must that your company’s site delivers value and information to your potential customers. This means that your site has to actually have an objective. And, that objective (or objectives) must be met if you are to sell products, generate leads, build credibility, or sell services online.

SMART Goals - specific, measurable, attainable, relevant, time based.

SMART Goals – specific, measurable, attainable, relevant, time based.

A Site With No Website Goals is a Site That Sucks

When someone wants to lose weight, they go on a diet. Most people make vague proclamations like “I want to lose weight,” “I want to get healthy,” or “I want to tone up.”

Then they proceed to fail.

How do you measure these website goals?

If you have a lot of weight to lose, you’re in it for the long haul….and you can lose steam along the way unless you have specific, measurable goals to shoot for.

The same goes for your website. Why do you have one? Why did you invest a good chunk of cash in building a site?

  • Because everyone told you that you should have one?
  • Because you want to show off your work (before and after pictures and videos, etc)
  • Are you simply listing your services?
  • Are you looking for more leads?

There is no wrong answer. And, in most cases, you’ll have multiple objectives. Though, one will always be dominant. For most businesses, that is generating leads or sales.

Choose the Most Relevant Goals for YOUR Business

You can have more than one goal (which can be placed on other pages on your site), but, there should be a primary goal. As mentioned above, that is usually to increase leads or sales.

Ideally, you want to bring people to your site from Google with a combination of organic (free) and Pay Per Click (paid ads) traffic. Once a customer lands on your site, you need to make sure it is set up to achieve the goal of turning them into a lead and getting them ready to be sold.

How To Map Out Your Website Goals

How To Map Out Your Website Goals

Accomplish this with high quality content that shows them what you do, how you do it, proof that you’ve done it successfully, and why they should choose you for the task.

  • From there, you can add your secondary goals. For example, if you want to give yoru scuomers visual proof that your service or product is the best, you’ll want a great portfolio page where you show off your best before and after work.
  • You will also want to build your credibility (review videos and testimonials), places you have been featured (newspapers, TV, magazines, trade papers, etc), and good reviews you’ve gotten from sites like Yelp or Angie’s List.
Build a Website Funnel to allow you to achieve your goals.

Build a Website Funnel to allow you to achieve your goals.

This can be spread out over a Reviews Page, your Blog and throughout your site. When you have multiple objectives, it is best to give each a specific page or blog post. A common mistake is to attempt to stuff multiple goals into a site’s Homepage. This is a hold-over from the days where users actually typed in a URL to reach a website. Now, they’re much more likely to find you through search, and will land on various pages on your site. Your Homepage can house your main objective, but give secondary and tertiary goals their own page. This will make your site user-friendly, and Google will reward you with higher page rankings.


Get in touch

This contact form is deactivated because you refused to accept Google reCaptcha service which is necessary to validate any messages sent by the form.


Retaliate First LLC
1412 Broadway, 21st Floor
10018 New York

Get in touch

+1 (917) 733-0978

© 2019 Retaliate First LLC / Privacy / Terms of Use