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High speed internet access combined with countless numbers of streaming platforms has shortened attention spans. Savvy business leaders have leveraged this opportunity to stay ahead of the competition, featuring audio and video content on their web properties and digital marketing channels.

If one of your company’s goals is to drive higher results and increase your online visibility, you need to embrace the power of video. Video content offers a dynamic and engaging way to connect with your target market, boosting traffic, increasing conversions, and ultimately, driving sales.

Why Video is King (and Queen!)

• Increased Engagement: Videos are inherently more engaging than text or images. They capture attention, hold it, and create a more immersive experience.
• Improved SEO: Search engines love video. Videos can significantly improve your website’s SEO, especially when optimized with relevant keywords and transcripts.
• Higher Conversion Rates: Studies consistently show that product videos can increase conversion rates significantly. Seeing a product in action builds trust and reduces purchase anxiety.
• Enhanced Brand Storytelling: Videos allow you to tell your brand story in a compelling and emotional way, fostering deeper connections with your audience.
• Expanded Reach: Video content is highly shareable across social media platforms, extending your reach and attracting new potential customers.

Five Essential Tips for Creating Quality Video Content

Creating effective video content goes beyond simply hitting “Record” on your smartphone. To truly resonate with your audience and achieve your marketing goals, consider these crucial tips:

1. Know Your Audience and Define Your Goals
   • Before you start filming, clearly define your target audience and what you want to achieve with your video. Are you aiming to increase brand awareness, drive traffic to your website, or boost sales? Understanding your audience’s needs and interests will help you create content that resonates with them.
2. Plan and Rehearse Your Content
   • A well-structured script or outline is essential for creating a clear and concise video. Consider the message you want to convey, the key takeaways, and the desired call to action. A structured plan will keep you on track and prevent rambling or irrelevant content.
3. Prioritize Quality Production
   • While you don’t need a Hollywood budget, a professional-looking video will enhance your brand’s credibility and create a positive impression. A good microphone and adequate lighting can make a huge difference.
4. Optimize for Different Platforms
   • Tailor your video content to the specific platform where you’ll be sharing it. Short, vertical videos perform well on mobile-first platforms like TikTok and Instagram Reels. Youtube videos can be longer, while Twitter/X videos should be very short.
5. Include a Clear Call to Action
   • Don’t leave your viewers wondering what to do next. Whether it’s visiting your website or subscribing to your channel, make it easy for them to take the next step. Encourage visitors to “Click the link in the description to learn more” or “Subscribe for more content like this.”

Video: The Future of Marketing

Video content is no longer a luxury. It’s a necessity for businesses looking to thrive in the digital age. By implementing these tips and consistently creating high-quality videos, you can significantly boost your traffic, enhance your conversions, and build a stronger brand presence. 

EmphasisLA is here to help you embrace the power of video. We provide professional quality editing and on-location recording using our own equipment. Contact us today to schedule a meeting.

“We’re in business to save our home planet.”

“To bring inspiration and innovation to every athlete in the world.”

“To organize the world’s information and make it universally accessible and useful.”

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.’

These are the mission statements of Patagonia, Nike, Google, and Starbucks. By using simple, easy-to-understand language to highlight their core purpose and values, they aim to inspire and resonate with their audience.

A mission statement helps align employees, customers, and stakeholders around a common goal. Developing and leveraging an effective mission statement can also set a business apart from its competitors and promote its brand reliability.

Key Objectives of a Mission Statement

Employee Engagement

A well-crafted mission statement can motivate employees by showing them how their work contributes to a larger, meaningful purpose, improving job satisfaction and commitment to the company.

Decision-making Clarity

By outlining the organization’s core values and goals, a mission statement provides a framework for making decisions that align with the company’s overall vision.

Customer Understanding

A clear mission statement helps customers understand what the company stands for, its values, and how it aims to serve them, building trust and loyalty.

Stakeholder Alignment

It provides a common reference point for investors, partners, and other stakeholders to understand the organization’s direction and priorities. 

Company Culture Building

A mission statement can serve as a foundation for a positive company culture by communicating the organization’s values and behaviors that are expected from employees.

Strategic Planning

A well-defined mission statement is a crucial starting point for developing strategic plans and setting measurable goals to achieve the company’s vision. 

Essentially, a mission statement acts as a roadmap for decision-making and strategy development across all levels of the organization.

Mission Statements and Company Values

It’s easy to confuse mission statements and company values, since both play crucial roles in defining a company’s identity. Here’s a breakdown of their distinct purposes:

In short, the mission statement outlines the company’s purpose, while the company values define the principles that guide its actions.

How Long Should a Mission Statement Be?

When it comes to the length of a mission statement on your company website, the key is to be concise and impactful. Many experts recommend keeping it to one to three sentences, or roughly under 100 words. A shorter statement is more likely to be remembered.

It should answer the questions of:

• What does your company do?
• Who does your company serve?
• Why does your company do it?

Think of your mission statement as a branding tool – sum up the purpose of your company in a few memorable sentences or less. It should be direct, purposeful content that acts as a sort of subheading for your company.

Choose Emphasis.LA

You make a positive difference. What you do enhances the value of the community. Bring out the pride and the professional level of service you offer in your company’s mission statement.

If you’re ready to elevate your brand’s voice and drive tangible results, don’t hesitate. Contact Emphasis.LA today and let us help you define and align your business messaging to set you apart. Let’s transform your ideas into impactful narratives that resonate and convert.

SOURCES

https://www.score.org/resource/blog-post/how-create-a-mission-statement-and-why-startups-need-one

https://business.adobe.com/blog/basics/mission-statement

https://bradsugars.com/company-vision-vs-mission-statement/

https://www.wordstream.com/blog/ws/2021/07/02/how-to-write-a-business-mission-statement

https://www.phoenix.edu/blog/mission-vision-values-statements.html

https://corporatefinanceinstitute.com/resources/management/mission-statement

https://www.tability.io/odt/articles/vision-statement-and-a-mission-statement-whats-the-difference

https://onstrategyhq.com/resources/mission-statement-examples/

https://www.achievers.com/blog/company-core-value-examples

According to Usablenet.com, over 4,000 ADA lawsuits related to digital properties were filed in 2024. While federal cases saw a slight decline, state-level lawsuits increased – particularly in New York and California. 

The U.S. Department of Justice enforces the Americans with Disabilities Act (ADA) through lawsuits against businesses in violation of the ADA’s requirements for accessibility. These lawsuits can be filed against physical spaces and, more importantly, for websites.

eCommerce and Small Businesses

The eCommerce industry and small online businesses are often targeted in ADA lawsuits. This is often because they may lack the resources to ensure full website compliance. Backed by data published in The Wall Street Journal, Usable.net published a 2024 mid-year report that found 75% of lawsuits filed were against companies making less than $25 million.

The most frequent issues leading to lawsuits include:

• Lack of alternative text for images (making them inaccessible to screen readers)
• Inadequate keyboard navigation
• Poor color contrast
• Lack of captions for videos
• Problems with website forms

Many cases begin with demand letters, where a business is notified of alleged non-compliance and pressured to settle. This often leads to private settlements, so those cases are not always public knowledge.

A Growing Trend

According to current trends, ADA lawsuits in 2025 are expected to continue rising, due to increased awareness of accessibility requirements and stricter enforcement. This makes proactive compliance crucial for businesses to avoid costly legal action.

Issues For Handheld Devices

Mobile app accessibility issues include inaccessible gestures, unreadable text, and lack of compatibility with assistive technologies. When you consider that over 90% of internet users access the internet by mobile devices¹, and that mobile devices are becoming the primary means of accessing the internet for many people worldwide², it’s critical for organizations with lower operating costs to ensure their website is consistently optimized to meet current accessibility standards.

An Accessibility Compliance Checklist

Here’s a checklist to help small businesses improve their website’s ADA compliance:

General Principles

Familiarize yourself with the Web Content Accessibility Guidelines (WCAG) and understand the implications of the Americans with Disabilities Act (ADA) pertaining to website accessibility.

Visual Accessibility

• Ensure there is sufficient color contrast between text and background
• Use clear, readable fonts and proper heading tags
• Allow users to adjust text size without breaking the website layout
• Provide descriptive alternative text (alt text) for all images that convey meaning
• Provide captions and transcripts for all video and audio content, and include audio descriptions for visually important video elements
• Ensure all website functions are accessible using a keyboard alone, with clear visual indicators for keyboard focus

Website Structure and Content

• Forms: label all form fields clearly, provide clear error messages, and ensure forms are keyboard accessible
• Links: use descriptive link text. Avoid vague phrases like “click here.” Make it clear where each link will take the user.
• Navigation: maintain consistent navigation across all pages
• Screen Reader Compatibility: test your website with screen reader software (e.g., NVDA, VoiceOver)

Testing and Maintenance

• Conduct regular accessibility audits using manual testing and automated tools:
  • WAVE Web Accessibility Evaluation Tool: For automated testing
  • Lighthouse (Chrome DevTools): For accessibility audits
  • Color Contrast Analyzers: To check color contrast
  • Screen Reader Software: To test screen reader compatibility
• Test with users with disabilities
• Keep up with the latest accessibility guidelines and best practices
• Keep website software up to date

Accessibility Statement

• Create and publish an accessibility statement on your website. 
• Include contact information for reporting accessibility issues.

Contact Us

If you need help ensuring your website meets accessibility compliance standards, Emphasis.LA is here to assist. Our team specializes in making digital experiences inclusive for all users, helping you navigate legal requirements and best practices with ease.

Don’t let accessibility challenges hold your business back. Contact Emphasis.LA today to create a website that is both compliant and user-friendly for everyone.

In the ’90s, big corporations started using on-premise CRM software (like Siebel Systems), but it was expensive and clunky. Once cloud-based CRMs became a thing in the 2000s, even small businesses could afford them, and adoption skyrocketed. Now, CRMs are a must-have for businesses of all sizes, helping with sales, marketing, and customer support.

What a CRM Does

A CRM (Customer Relationship Management) system is like a super-organized digital notebook for businesses to keep track of their customers, leads, and sales.

Imagine you’re running a business, and you’re dealing with tons of people—new customers, repeat buyers, potential clients, etc. A CRM helps you manage all their info in one place, so you don’t have to dig through emails or sticky notes.

It keeps records of conversations, purchases, follow-ups, and even reminds you when it’s time to reach out. Plus, it can automate boring tasks like sending emails or tracking deals so you can focus on actually growing the business. Whether you’re a solo entrepreneur or a big company, a CRM makes sure you don’t lose track of important relationships.

Should Small Businesses Use a CRM?

Yes, small businesses should generally use a CRM (Customer Relationship Management) system as it can significantly improve customer service, streamline sales processes, and provide valuable insights into customer behavior, even for smaller companies with limited resources.

Here are other key reasons why small businesses should use a CRM:

Centralized Customer Data

A CRM helps store all customer information in one place, eliminating the need to search across different spreadsheets or emails, allowing for better access and analysis of customer data.

Improved Sales Efficiency

By tracking leads, managing sales pipelines, and automating repetitive tasks, a CRM can help sales teams focus on closing deals more effectively.

Enhanced Customer Service

Access to comprehensive customer history allows for personalized interactions and quicker resolution of customer issues. This lets you personalize their experience, increasing their chances of coming back.

Targeted Marketing Campaigns

Customer data insights from a CRM can be used to create more relevant marketing campaigns, increasing their effectiveness. Plus, it tracks leads and automates follow-ups, boosting your conversion rates.

Better Reporting and Analytics

CRM systems provide built-in reporting features to track key metrics and identify areas for improvement. Spreadsheets, emails, and notes are in one place.

Efficient, Responsive, and Customer-Friendly

Using a CRM system can give your online business a serious edge by making it more efficient, responsive, and customer-friendly. A good CRM can track loyal customers and reward them with discounts and exclusive deals.

Which CRM System Is The Best?

The best CRM for small businesses depends on what you need—some are great for sales, others for marketing, and some for all-in-one management. Here are some top picks based on affordability, ease of use, and features:

1. HubSpot CRM (Best Free Option) 🚀
   ✅ Why? Free forever plan, easy to use, and great for small businesses starting out.
   ✅ Best For: Small teams that need basic contact management, email tracking, and pipeline management without spending money.
2. Zoho CRM (Best Budget-Friendly Paid Option) 💰
   ✅ Why? Affordable pricing, AI-driven automation, and strong customization.
   ✅ Best For: Businesses looking for a cost-effective CRM with solid automation and reporting tools.
3. Salesforce Essentials (Best for Growth & Scalability) 📈
   ✅ Why? Powerful, customizable, and built to grow with your business.
   ✅ Best For: Businesses planning to scale and needing advanced automation and analytics.
4. Pipedrive (Best for Sales-Focused Businesses) 🎯
   ✅ Why? Super easy to use, visual sales pipeline, and great for tracking deals.
   ✅ Best For: Businesses that focus heavily on sales and need a streamlined process.
5. Freshsales by Freshworks (Best for AI & Automation) 🤖
   ✅ Why? AI-powered insights, great automation, and a user-friendly interface.
   ✅ Best For: Businesses that want to automate sales and customer engagement.

The Bottom Line

A CRM system a valuable tool for managing customer relationships and driving business growth. However, consider these factors before you implement one:

• Business Size and Complexity
  If your business has a very small customer base and simple sales processes, a basic CRM might be sufficient or even unnecessary.
• Budget
  Choose a CRM system that fits your budget, as many affordable options are available for small businesses.
• User Adoption
  Ensure your team is properly trained and motivated to use the CRM effectively.

If you’re serious about growing your online business and staying ahead of competitors, a CRM is a game-changer. It makes your business look more professional, efficient, and customer-friendly—all of which attract and retain more users.

Artificial intelligence (AI) presents a valuable opportunity for small businesses and nonprofits to overcome limited resources and achieve their goals. AI-powered tools, now accessible and affordable, can transform operations by streamlining content creation, optimizing digital marketing, and delivering personalized experiences. 

Embracing AI allows these organizations to save time and money, reach a wider audience, and level the playing field with larger competitors, ultimately enabling them to focus on their core mission.

What AI Isn’t

The idea that AI will become like “The Terminator” and destroy humanity is a misconception. While advanced AI systems could pose risks if not developed responsibly, there’s no evidence to suggest that AI will become self-aware and hostile.  Ensuring AI development aligns with human values and ethical oversight will help mitigate potential risks and foster collaboration.

Other unfounded rumors and myths include AI developing emotional desires, causing mass unemployment, solving climate change, and erasing human artistry. One particularly harmful falsehood is that AI is only for Big Tech companies.

In reality, AI tools are increasingly accessible to businesses, researchers, and individuals. Its benefits are available for all to use, and for everyone to contribute to its ongoing development.

Generative AI

Generative AI is the most commonly used type of AI, referred to as GPT (Generative Pre-Trained Transformers). The key difference between generative AI and other types, such as analytical AI and reactive AI, lies in their goals: whereas other types focus on understanding and acting upon existing data, generative AI creates new content. It offers versatility and easy integration into everyday applications.

Incorporating generative AI into their online presence offers businesses and organizations a clear advantage in developing content that can be leveraged to capture interest, generate sales, increase donations, and sustain brand recognition.

Is it free to use?

Generative AI can be both free and paid, depending on the platform, model, and usage level. Many AI tools, like ChatGPT or DALL·E, offer free tiers with limited features or usage caps, making them accessible for casual users or small-scale tasks. However, for advanced functionality, higher usage limits, or access to premium versions, these tools often require a subscription or payment.

Different Types of Generative AI

Generative AI encompasses different types, depending on the context they’re used and how they are applied. The purpose that they serve and the media channel used for delivering the messaging helps online businesses and organizations choose the most appropriate type.

Text Generators

AI writing tools can generate human-like text in a variety of formats, including articles, blog posts, marketing copy, product descriptions, social media posts, website content, and creative writing pieces like poems or short stories.

Image Generators

AI image generators leverage artificial intelligence to produce realistic images. These images can be entirely original, crafted from scratch based on textual prompts or other input, or they can be modifications of existing images.

Video Generators

AI has the capability to generate videos, either by creating them entirely from the beginning or by modifying and enhancing pre-existing video footage.

Music Generators

AI can not only generate original compositions in various styles and genres but also modify existing pieces of music by altering tempo, key, instrumentation, and even the overall mood of a song.

Conversational AI

Conversational AI systems can comprehend and interpret user input, provide relevant responses, and maintain the flow of conversation. Examples include customer support, virtual assistants, and content generation.

Get The Most From Generative AI 

Understand and Select the Right Type

Always review generated content critically, checking for errors, biases, or unintended consequences. For complex projects, involve human input and feedback at every stage.

You should also familiarize yourself with the ethical guidelines and standards of the technology to avoid violations of copyright, privacy, or terms of use.

Prompts: Ensuring High-Quality Inputs

A “prompt” in generative AI is the input or instruction you give to the AI model to guide its output. It’s a starting point that specifies what you want it to generate, whether it’s text, images, code, or other content.

Giving well-defined and precise prompts will guide the AI in creating what you want. Providing specific details about the list of items or set of images you require will help it understand and deliver the best results. If you’re not satisfied with the initial results, refine your prompts and re-submit them to improve the relevance and quality.

Reviewing and Refining Outputs

Always review generated content critically, checking for errors, biases, or unintended consequences. For complex projects, involve human input and feedback at every stage. 

Additionally, store and manage AI-generated content responsibly, adhering to data privacy laws and ethical and professional standards.

AI: A Relationship Marketing Tool

Generative AI can revolutionize your content strategy by producing engaging, personalized content that attracts and retains customers. Businesses can efficiently create high-quality content, such as personalized product recommendations and interactive blogs, that fosters trust, boosts conversions, and cultivates long-term loyalty. 

Embracing generative AI provides a competitive advantage, enabling brands to quickly adapt to market trends and deliver valuable content that resonates with their audience. By strategically integrating this technology, businesses can unlock new growth opportunities and deepen customer connections.

Voice search has become an increasingly popular way for people to interact with technology. But what exactly is internet voice search, and how can it impact your business? This blog explores what voice search is, its advantages and disadvantages, and whether you can integrate it into your business website.

What Is Internet Voice Search?

Internet voice search allows users to perform online searches by speaking into a device instead of typing. Powered by advanced voice recognition technology, these systems can understand and process natural language queries. Popular examples include virtual assistants like Amazon’s Alexa, Apple’s Siri, Google Assistant, and Microsoft’s Cortana.

When users ask a question or give a command, the device translates the spoken words into text, searches for relevant results, and provides a response. Voice search is integrated into smartphones, smart speakers, and other internet-connected devices, making it accessible and convenient for a wide audience.

Benefits of Voice Search

Convenience: Voice search eliminates the need to type, allowing users to perform searches hands-free. This is especially useful while driving, cooking, or multitasking.

Speed: Speaking a query is faster than typing it, enabling users to find information quickly.

User-Friendliness: With natural language processing, users can speak conversationally instead of formulating precise search terms.

Enhanced Accessibility: Voice search is beneficial for people with disabilities or those who find typing difficult.

Local Search Optimization: Many voice searches are location-specific, such as “Where’s the nearest coffee shop?” Businesses with optimized local SEO can benefit greatly from voice search traffic.

Drawbacks of Voice Search

Limited Accuracy: Voice recognition technology isn’t perfect and may misinterpret accents, dialects, or background noise, leading to inaccurate results.

Privacy Concerns: Devices with voice search capabilities are always listening for activation commands, raising potential privacy and data security issues.

SEO Challenges: Optimizing for voice search requires a different approach than traditional SEO, emphasizing long-tail keywords and conversational phrases.

Device Dependence: Users need compatible devices, which can be a barrier for some demographics.

Limited Context Understanding: Complex or ambiguous queries may not yield relevant results because voice search systems have limited contextual awareness compared to human understanding.

Can I Use Voice Search on My Business Website?

Yes, it is possible to integrate voice search functionality into your business website. Doing so can improve user experience and make your site more accessible to a broader audience.

There are several WordPress plugins available that enable voice search functionality on your website. Here are some options you might consider:

WP Fastest Site Search by Expertrec
This plugin replaces the default WordPress search with a more advanced search bar that includes voice search capabilities. It offers features like autocomplete, autocorrect, and is optimized for WooCommerce, making it suitable for online stores. The voice search function is free, with additional features available in the premium version. 

Voice Search
A free and user-friendly plugin that adds voice search functionality to your WordPress site. It works out of the box with the default WordPress search form and is currently supported by Google Chrome on both desktop and mobile. 

Universal Voice Search
This plugin adds a multilingual voice search capability to your web pages. Users can click the microphone icon and dictate their search queries, enhancing accessibility and user experience. 

Voice Search for WooCommerce
Specifically designed for WooCommerce stores, this plugin allows customers to search for products using voice commands. It supports Elementor Page Builder, offering control over the icon, color, and other design features. 

Spoken Search
This plugin provides website visitors with the option to search your site by voice in any browser, on any device, enhancing accessibility and user engagement.

SOURCES

• https://www.elegantthemes.com/blog/nas/content/live/emphasisla/best-voice-search-plugins-for-wordpress
• https://wordpress.org/plugins/tags/voice-search/

For a step-by-step guide on adding voice search to your WordPress site, you might find this video helpful.

Before installing any plugin, ensure it is compatible with your current WordPress version and theme. Additionally, consider the specific needs of your website and audience to choose the most suitable voice search solution. Regularly test the functionality and usability of voice search on your site to address any issues that may arise.

A Worthwhile Consideration for Your Business

For businesses, integrating voice search can provide a competitive edge and improve accessibility. While there are some hurdles to overcome, the growing adoption of voice-enabled devices makes this a worthwhile consideration for forward-thinking businesses.

By optimizing your website and exploring voice search APIs, you can tap into this technology to enhance user experience and drive engagement.

POV: You’re a business owner looking to plant your feet into a more professional look for your clients and surrounding community. First things first: establish a professional email address using your own domain name. So where do we start?

Note: This page contains affiliate links. If you decide to purchase through these links, we may receive an affiliate commission without any extra cost to you. We only recommend products we know and trust. We list other products and services for your knowledge.

Custom Email Service Providers

Google Workspace

Google Workspace provides more than just custom email addresses. With this service, you get access to a suite of productivity tools, including Google Drive for storage, Google Docs and Sheets for document creation, Google Meet for video conferencing, and more. Here are some key benefits:

• Professional Email Address: Your email will be in the format of yourname@yourdomain.com, enhancing and uplifting your business’s professional image!
• Increased Storage: Google Workspace offers ample storage for your emails and documents.
• Collaboration Tools: Integrated tools like Google Docs, Sheets, and Slides make collaboration easy, not to mention toggling between them all.
• Secure and Reliable: Google Workspace ensures that your data is secure with robust security features and reliable uptime.
• Affordable Plans: Plans start at $7.20 per user per month – super affordable! 
• Access to unlimited aliases: Manage different aspects of your online life while maintaining privacy and reducing spam. Read more about aliases ▾

Alternatives to Google Workspace

While Google Workspace is a popular choice, there are several alternatives that offer similar features and might better suit your business needs.

• Microsoft 365: Provides a robust set of tools including Outlook for email, OneDrive for storage, and Office apps like Word, Excel, and PowerPoint. It’s ideal for businesses already familiar with Microsoft products.
• Zoho Mail: A cost-effective alternative that includes email hosting with your domain, and access to Zoho’s suite of productivity apps. It’s great for small to medium-sized businesses.
• ProtonMail: Our research for this article shows that ProtonMail is known for its strong emphasis on security and privacy, ProtonMail offers encrypted email services. It’s suitable for businesses handling sensitive information.
• FastMail: Our research indicates that FastMail offers reliable email hosting with a focus on speed and simplicity. It’s a good option for businesses looking for a straightforward email solution without extra frills.
• Amazon WorkMail: Provides secure and managed business email and calendar services that work with your existing email client. It’s a scalable solution from a trusted provider.

We like Microsoft 365 as a good alternative to Google Workspace. Going through the settings can be a little more complicated but has some advantages. If you have a large team and prefer using Microsoft tools, this might be a better option.

We have limited experience with Zoho Mail and little to no experience with the other options.

The Importance of Email Authentication

Email authentication protects your domain from being used for malicious purposes such as phishing or spamming. Here are the key methods of email authentication:

• SPF (Sender Policy Framework): Ensures that emails are sent from your authorized mail servers, preventing spoofing.
• DKIM (DomainKeys Identified Mail): Adds a digital signature to your emails, verifying that the message hasn’t been altered.
• DMARC (Domain-based Message Authentication, Reporting & Conformance): Uses SPF and DKIM to detect and prevent email spoofing, and provides reports on email authentication activities.

Implementing these authentication methods helps ensure that your emails are trusted by recipients and do not end up in spam folders.

Aliases and Groups

Aliases

An alias is an additional email address that forwards emails to a primary email account. For example, you might have sales@yourdomain.com and support@yourdomain.com both forward to your main email, yourname@yourdomain.com. Aliases are useful for managing different aspects of your business without needing separate accounts.

It is also useful to set up an alias whenever an employee leaves a business. By setting up an alias, you can make all new emails going to a former employee, go to his or her replacement. 

Groups 

A group is a collection of email addresses that can be used to send an email to multiple recipients at once. For example, a group named team@yourdomain.com can include all your team members’ emails. When you send an email to the group address, it reaches everyone in the group. Groups are useful for collaborative communication and can also have specific permissions for accessing shared resources. 

We use groups often (for ourselves and for our clients) for shared inboxes. For example, we usually set it up so that info@yourdomain.com is a group and all emails that go to that group get received by all members of that group.

Email Marketing Platforms

A Solution for High-Volume Emails

One thing you don’t want to do with a business email account is send bulk emails to large groups of people. For businesses looking to send out bulk emails, an email marketing platform is highly recommended and will help your emails avoid landing in the spam folder. These platforms are designed to handle large volumes of emails and offer a range of features to enhance your marketing efforts.

Advantages of Using Email Marketing

• Targeted Campaigns: Email marketing platforms allow you to segment your audience and tailor messages to specific groups, increasing the relevance and effectiveness of your campaigns.
• Automation: You can set up automated email sequences to nurture leads, follow up with customers, and send personalized messages based on user behavior.
• Analytics: These platforms provide detailed analytics on open rates, click-through rates, and conversions, helping you measure the success of your campaigns and make data-driven decisions.
• Design Tools: Many email marketing platforms offer drag-and-drop email builders and templates, making it easy to create professional-looking emails without needing design skills.
• Compliance: Email marketing platforms help ensure that your campaigns comply with regulations like GDPR and CAN-SPAM, reducing the risk of legal issues.

Some popular email marketing platforms include:

• Constant Contact: Offers a range of tools for email marketing, including event marketing and social media integration.
• Brevo (formerly known as Sendinblue): Provides a comprehensive suite of marketing tools, including email marketing, SMS marketing, and automation.
• Mailchimp: Known for its user-friendly interface and powerful features, Mailchimp is ideal for small to medium-sized businesses.
• HubSpot: A robust platform that combines email marketing with CRM tools, making it perfect for businesses looking to align their marketing and sales efforts.

Use Email to Promote and Provide Value

A custom email account conveys credibility, trustworthiness, and attention to detail to users. It also shows that you take your business or personal brand seriously, and it helps differentiate you from others.

Sign up for a custom email account today and enjoy personalized branding, enhanced security, and unlimited email aliases—giving you full control over your communication and privacy!

BONUS OFFER – GET A 10% DISCOUNT ON GOOGLE WORKSPACE

Send us a message and we’ll provide a 10% discount code.

If you are looking to increase your online presence, you have to be able to measure your results and keep looking for opportunities. Small businesses need to take advantage of tools that can help them gather information at reasonable prices or even free. One analytical tool that every business should connect to their website is Google Search Console (GSC).

When every click can lead to a customer and every search result can define our business’s success, overlooking such a powerful asset is akin to leaving money on the table. And yet, as a digital marketing and website development agency, we’ve noticed this essential step is frequently missed by many.

What is Google Search Console?

Google Search Console (GSC) is a free tool offered by Google that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results. It provides invaluable insights into how Google views your site, which pages are being indexed, what search terms lead people to your site, and much more.

Here are some ways Google Search Console can help your online presence:

Optimize Your Content for Search

By analyzing the search queries that bring users to your site, you can better understand your audience’s needs and how they are finding you. This information is gold for optimizing your content and improving your search engine rankings.

Monitor Your Site’s Health

Google Search Console alerts you to issues such as crawling errors, security issues, and manual actions applied by Google. Early detection and resolution of these issues can prevent your site from disappearing from search results or losing rank.

Enhance User Experience

GSC provides data on how your site appears and performs on mobile devices, along with loading times. Ensuring your site is mobile-friendly is important for keeping your audience engaged and satisfied.

View Google Search Console data with your goals in mind

Not all high-ranking pages on your site will lead directly to sales or conversions. Many of these pages might be drawing a lot of visitors because they provide helpful information or answer common questions. These are what we call top-of-the-funnel content. They’re great for getting people to your site and building awareness, but they might not lead directly to a sale or a sign-up.

Informational pages tend to gain a lot of traffic because people try to self-educate before they contact a business or if they are looking to do something themselves. If your page title begins with who, what, when, why, or how, then your page is likely a top-of-the-funnel page.

When you’re looking at your website’s data in Google Search Console, it’s important to think about your goals. Are you trying to get more people to know about your brand, or are you focusing on getting more sales? Depending on your answer, some data will be more important than others. High-traffic pages are good, but if your goal is to increase sales, you should also look for pages that convince visitors to take action, like making a purchase or signing up for more information.

So, while it’s good to have a lot of visitors to your site, it’s also important to look closely at what those visitors do when they get there. If a page gets a lot of traffic but doesn’t lead to actions that benefit your business, you might need to adjust your strategy. This could mean adding calls-to-action on those high-traffic pages to guide visitors towards making a purchase or signing up for something.

Use Google Search Console with other tools

Using Google Search Console alongside other analytics tools like Google Analytics or Microsoft Clarity can significantly enhance your website’s data analysis and optimization efforts. While Google Search Console provides deep insights into how your website performs in search results, including visibility, search queries, and indexing issues, Google Analytics offers a broader view of your site’s overall traffic, including user behavior, demographics, and conversion rates. This combination allows you to not only understand how users find your site but also what they do once they arrive.

For instance, by identifying which search queries bring the most traffic to your site through Google Search Console, you can then use Google Analytics to see how those visitors interact with your site, such as which pages they visit, how long they stay, and what actions they take.

Adding Microsoft Clarity to the mix brings another layer of insight, especially with its focus on user experience. Microsoft Clarity offers features like heatmaps and session recordings, which show you exactly how users interact with your site, including what they click on, how far they scroll, and where they might encounter issues.

Connect Google Search Console

There are various ways to connect Google Search Console. Our favorite way to connect a WordPress Website to GSC is by using a plugin called Google Site Kit – created by Google.

There are 6 methods of installing Google Search Console according to the settings tab when I am logged in to my GSC account:

• Using Affiliated Products. If you use a Content Management System (CMS) such as WordPress, Wix, or Squarespace, they have their own integrations available.
• Upload an HTML file to your website.
• Add a meta tag to your site’s home page.
• Use your Google Analytics account.
• Use your Google Tag Manager account.
• Through your domain name provider, associate a DNS record with Google.

If you are using a CMS plugin/addon to integrate GSC, then you can start by following their installation instructions. Otherwise, you can start the process by going to the Google Search Console website.

You will be asked to select your property type. If you want to use DNS verification that includes all your subdomains, choose the “Domain” option and enter your domain name. From there you are given a code to enter into DNS records with your domain name registrar

The other option is to choose “URL prefix”. I recommend opening your website on a separate browser tab and copying your URL so you can paste it into the URL field. From there you are given options for verification. Google recommends verifying via an HTML file, but you can choose any of the other options.

Our Preferred Method of adding Google Search Console.

We mostly work on WordPress, so our preferred method is using the Site Kit by Google plugin (as the name implies, it is created by Google). It simplifies the process for us and allows us to see results in the dashboard of the website.

If you need help with this process, please contact us.

An Essential Tool for Small Business Websites

Despite its clear benefits, many small businesses either aren’t aware of Google Search Console or underestimate its value. This oversight is a missed opportunity for growth and optimization. Setting up GSC is straightforward: verify your website ownership through Google, and you’re ready to start harnessing the insights it offers.

At Emphasis LA, we’ve seen firsthand the benefits for small businesses undergo once they integrate Google Search Console into their digital strategy. It’s not just about being present online; it’s about being proactive, informed, and ahead of the curve.

Don’t let Google Search Console be the missing piece in your digital puzzle. It’s a foundational tool that supports your website’s health, visibility, and growth. Leveraging every available resource isn’t just smart; it’s essential. Embrace Google Search Console and position your business for success.

Website pop-ups are a common tool in digital marketing, known for their effectiveness in capturing user attention. However, they often come at the cost of user experience and can negatively impact search engine optimization (SEO), particularly with metrics like Cumulative Layout Shift (CLS). An often-overlooked aspect of pop-ups is their potential to create accessibility issues, which is crucial for ensuring that all users, regardless of ability, can access and use websites effectively.

Pop-Ups and User Experience

Pop-ups can be disruptive, akin to a pushy car salesman, interrupting the user’s browsing flow and potentially causing frustration. This interruption not only harms the user experience but can also lead to higher Cumulative Layout Shift (CLS) scores, a factor that Google uses to assess the visual stability of a webpage. A high CLS score, often exacerbated by pop-ups, can signal a poor user experience, negatively impacting SEO.

I really hate when I am browsing a website on my phone and the split second before I tap a button on the screen, the content changes (layout shift) and I click on something unintentionally. While there are different causes for this, pop ups are a common culprit.

When that happens I often leave the page and search for whatever I was searching for somewhere else. I assume that is what other people do also since this bounce or engagement rate is measured by Google and likely used to determine page quality.

Are pop ups necessary?

In some cases, pop ups are the most practical way of achieving a specific outcome. For example, if you need to comply with privacy laws through a privacy policy and a cookie notice, the most practical way of getting consent is through a privacy policy/cookie notice pop up. Since many websites have them, people have become accustomed to them and they are not so much of a nuisance anymore. 

Are pop ups effective?

While I personally despise pop ups (the kind not used for compliance purposes), they exist for a reason. They can help increase the rate at which people take action on your website especially if done correctly. I would avoid pop ups that jump onto the screen over all of the other content, as soon as a website loads. These are the kinds that Google is penalizing for CLS.

If you do decide to use a pop up, make sure it is compelling and valuable. If all your pop up says is “Join our Newsletter”, then your pop up is likely very ineffective. But if you add some value to it such as “Get 50% off your first purchase when you join our mailing list”, then you are likely to do much better. 

You can also time your pop ups to happen after a certain amount of time – they’ve shown some interest, so they are more likely to take action. Or you can show a pop up when they appear to be ready to leave your site (exit-intent).

SEO and Accessibility Considerations

While pop-ups can serve important roles in lead generation and announcements, their impact on SEO through CLS and user experience is a significant concern. Additionally, pop-ups can pose serious accessibility challenges. Users with disabilities, particularly those using screen readers or keyboard navigation, might find pop-ups disorienting or difficult to close. This not only hampers accessibility but can also lead to legal ramifications, considering the growing emphasis on digital accessibility standards.

Ensuring Accessible Pop-Ups

If you choose to implement pop-ups, ensuring they are accessible is important. Here are some key considerations:

1. Keyboard Navigation – Ensure that pop-ups can be easily navigated and closed using a keyboard. This is essential for users who cannot use a mouse.
2. Pop up content is also accessible – Make sure that your pop-up content is properly structured so that screen readers can interpret and convey the information accurately to users with disabilities. Adhere to the Web Content Accessibility Guidelines (WCAG) to ensure your pop-ups are accessible to all users.
3. Easy to close – Ensure the close button is easily found and that it works.

For more information on pop up accessibility, please read UsableNet’s article on Pop up accessibility.

Recommendations and Best Practices

Still thinking of using pop ups? Here are some best practices we recommend.

• Limit the use of pop-ups to essential communications to minimize disruption and negative impact on user experience and CLS.
• Ensure pop-ups are optimized for mobile devices and adhere to accessibility standards.
• Keep track of your website’s CLS score and regularly test for accessibility to ensure compliance with standards.
• Analyze your data with and without the marketing pop ups. I believe that on a website, anything that doesn’t add value, takes away value. 

Pop-ups, while effective for certain marketing objectives, need to be balanced with considerations for user experience, SEO, and accessibility. Ensuring that pop-ups are non-intrusive, accessible, and compliant with web standards is crucial for a holistic and inclusive digital marketing strategy.

Digital marketing is an essential tool for local small businesses to thrive and reach their target audience. As local businesses, we understand the value of building meaningful relationships, and that’s why we, at Emphasis.LA, are passionate about supporting and collaborating with fellow local enterprises. We believe in transparency, genuine connections, and the power of face-to-face interactions, which is why we ask our fellow small business owners: “Do you know the guy in the chair?”

In the Spider-Man movies, Ned Leeds asks Peter Parker if he can be his Guy in the Chair. A person that is ready and able to help the superhero accomplish his goals. He might not be able to do the same amazing things that Peter Parker can do but he has a unique set of skills that make him an asset in certain situations. Ned is a partner that Peter can confide in.

A Personal Touch in Marketing:

Large corporations have taken over many of the products and services we consume daily, making impersonal interactions all too common. You might call on a large marketing agency, for example, and you’re transferred from one department to another, leaving you feeling like just another number on their list. There’s little to no communication between these departments, and your marketing strategy becomes disjointed, lacking cohesion and effectiveness. The primary measure of your importance to them is often the amount of money you spend, which can be disheartening for local businesses with limited budgets.

A lot of times, small agencies will sublet all or most of their work to larger companies overseas. This is why even though they are a small agency, they have phone extensions and you may be talking with different people all of the time.

At Emphasis.LA, we do things differently. When you work with us, you won’t be dealing with a disconnected chain of departments or being assigned an impersonal numerical value. Instead, you’ll be acquainted with the “Guy in the Chair” – a dedicated professional who serves as your main point of contact. I, Jason Orellana, or a member of my team, will immerse ourselves in your business, getting to know your goals, your values, and your unique challenges. We will be your partner in crafting a tailored marketing strategy that resonates with your target audience and drives real results.

The Power of Local

We pride ourselves on staying true to our roots by supporting local businesses and hiring local talent. Our commitment to the local community means that we understand the Southern California market intimately. We are well-versed in its nuances, trends, and preferences, which allows us to develop marketing campaigns that have an authentic local touch.

When you choose Emphasis.LA, you can be confident that your marketing team will be right here in Southern California, accessible and responsive whenever you need them. Unlike larger agencies that might outsource work overseas, we believe in investing in our local economy and providing the best service possible to our clients.

Building Lasting Relationships

At Emphasis.LA, building relationships is at the core of what we do. We’re not just here to complete a marketing project; we’re here to be your long-term partner in success. As we get to know you and your business, we can better anticipate your needs and adapt your marketing strategy accordingly. We celebrate your wins as our own and are invested in helping you achieve your goals.

Networking and Beyond

One of the ways we love to connect with local businesses is through face-to-face interactions. You might have seen us at networking events, industry conferences, or even local community gatherings. We value these opportunities to meet you personally, learn about your business, and explore potential collaborations.

If we haven’t had the pleasure of meeting yet, we encourage you to reach out to us. Whether it’s through a casual meetup at a local coffee shop or a formal consultation, we’re eager to start a conversation and discover how we can help your business thrive.

Conclusion

As local small business owners, we understand the power of personal connections and genuine relationships. When choosing a marketing agency, ask yourself, “Do I know the guy in the chair?” Emphasis.LA is committed to being that personal touch in your marketing journey. We value your trust, invest in our local community, and are dedicated to understanding your unique needs.

Every superhero needs their support system, and we want to be that for you. Let’s work together to achieve your business goals – because when local businesses support each other, the entire community thrives. Can we be your Guy in the Chair? Say it with Emphasis!

When we heard that Squarespace is acquiring all domain name registrations and related customer accounts from Google Domains, we had some mixed emotions. We were caught between surprise, anticipation, and a little bit of disappointment.

A Farewell to Google Domains

Google Domains has been our favorite domain registrar for a few years now. Its ease of use, affordability, and seamless integration into the Google ecosystem (Google Workspace) has made it a better value than some of the competitors. We’ve come to trust and rely on Google Domains’ reliable services, and a shift to a new system is sure to bring its challenges.

Our Favorite Features of Google Domains

These are some of the features that made Google Domains better than the rest:

• Domain Forwarding: Google Domains made it easy to direct one domain name to another.
• Email Forwarding: The email forwarding service provided a streamlined way to ensure that messages sent to different email addresses under our domain were routed to the correct destinations.
• Free WHOIS Privacy: The free WHOIS privacy feature offered by Google Domains provided a valuable layer of protection. It also helps prevent annoying phone calls from people trying to sell us websites.

While these features are also available with other big-name domain registrars, the experience is often tainted by unexpected fees. Where other registrars might nickel-and-dime customers for these essential services, Google Domains offered them without hidden charges. This transparency and affordability were key reasons why we opted for Google Domains over others.

Embracing the New Era with Squarespace

While this change marks the end of an era, we are also hopeful for the future with Squarespace. In their official notice, both Squarespace and Google have committed to a seamless transition, and Squarespace has pledged to continue using Google Cloud DNS infrastructure. This reassures us that reliability and performance regarding DNS will remain consistent during the migration.

Emphasis.LA will give Squarespace the benefit of the doubt. We anticipate that Squarespace will continue with the features that endeared us to Google Domains, honoring their commitment to both present and future customers.

A Possible Good for Society

In today’s tech world, where giant conglomerates often dominate, Google’s expansive influence has been a topic of concern for many. The divestment of Google Domains to Squarespace might be seen as a step in decentralizing power in the tech industry, possibly fostering more competition and innovation. Squarespace is not a small company either, but it is small when compared with Google. Though we at Emphasis.LA have grown comfortable with a quality product from Google, we acknowledge that this move may be beneficial in a broader context.

Some important details of the transition

• Prices for domain name renewals will remain the same for at least 12 months after the acquisition is finalized.
• Squarespace is primarily known for being a website builder platform, but you do not have to have a website on Squarespace or use any of their other services to use Squarespace Domains.
• If you have a domain name that you are not ready to use yet, you can set up a “spam-free” holding page until you are ready.

Other options

Of course, you have many options if you do not want to move your domain name to Squarespace. GoDaddy, NameCheap, and Network Solutions are good options.

WordPress.com is making a strong bid for your business. As a direct competitor to Squarespace, they are offering a free domain name transfer from Google Domains to WordPress.com. This only applies to the first 1,000,000 domains to transfer. These are some of the benefits of switching your domain name to WordPress.com:

• They claim to have faster Domain Name System (DNS) speeds than Google, GoDaddy, and DigitalOcean.
• Free privacy protection
• They are committed to always keeping their prices low.

It is important to note that WordPress.com (the website builder platform and domain name registrar) is not to be confused with WordPress.org (the open-source software). For more information read: What is WordPress?

Moving Forward

What happens next? For now, it’s business as usual. The transition will take place over the coming months, and Google Domains will continue to manage domains until the migration process begins.

We own and manage several domain names on Google Domains so we will be closely watching the transition unfold. We’ll also keep an eye out for notifications from Squarespace. While the purchase is still subject to regulatory approval and other closing conditions, eventual migration is inevitable.

Our experience with Squarespace will ultimately tell if this shift will be a successful continuation of what we loved about Google Domains or a transition into uncharted territories.

For those interested in learning more about Squarespace’s plans for domains, further details can be found on their official website. At Emphasis.LA, we remain committed to adapting to the evolving digital landscape, always seeking the best tools and platforms to meet our needs and expectations. Here’s to a hopeful future with Squarespace Domains!