Creating Mobile-Friendly Websites: Easy Tips
In today's digital landscape, mobile devices account for more than half of all web traffic worldwide. This shift has made mobile-friendly design not just a nice-to-have feature, but an absolute necessity for any website looking to succeed online. Understanding what makes a website mobile-friendly and implementing these principles can dramatically improve user experience and search engine rankings.
What Is a Mobile-Friendly Website?
A mobile-friendly website is specifically designed to look great and function smoothly on smartphones and tablets, not just traditional desktop computers or laptops. Think of it as a chameleon that adjusts itself—like magic—to fit smaller screens without making users zoom in or squint to read content. This adaptability ensures that visitors can easily navigate, read, and interact with your website regardless of the device they're using.
The importance of mobile-friendly design cannot be overstated. When users encounter a website that doesn't work well on their phone, they typically abandon it within seconds, leading to higher bounce rates and lost opportunities for engagement or conversion.
Essential Elements of Mobile-Friendly Design
Several key components work together to create an exceptional mobile experience. Responsive design forms the foundation, automatically adapting the layout to suit different screen sizes. This means your website will look proportional and organized whether viewed on a massive desktop monitor or a compact smartphone screen.
Touch-friendly navigation represents another crucial element. Buttons, menus, and interactive elements must be large enough and properly spaced to accommodate finger taps rather than precise mouse clicks. This includes ensuring adequate spacing between clickable elements to prevent accidental taps on the wrong buttons.
Fast loading times are particularly critical for mobile users, who often rely on cellular networks that may be slower than broadband connections. Optimized images and streamlined code contribute significantly to quicker load speeds, keeping users engaged rather than waiting for content to appear.
Readable text ensures that fonts scale properly across devices, eliminating the need for users to zoom in to read content. Text should be large enough to read comfortably on small screens while maintaining proper contrast against background colors.
Minimal pop-ups help create a smoother mobile experience by avoiding disruptive overlays that can be difficult to close on touchscreens. When pop-ups are necessary, they should be easily dismissible and not cover the entire screen.
Finally, vertical scrolling only ensures users don't need to scroll horizontally to access content, which can be frustrating and disorienting on mobile devices.
Optimizing Images for Mobile Performance
One of the most impactful ways to improve mobile performance is through image optimization. Large, uncompressed images are often the primary culprit behind slow-loading mobile pages. Tools like ShortPixel can automatically compress and optimize images without sacrificing visual quality, significantly improving load times for mobile devices. This image optimizer website specializes in reducing file sizes while maintaining crisp, clear images that look professional across all screen sizes.
Proper image optimization not only enhances user experience but also positively impacts search engine rankings, as page speed is a known ranking factor for mobile searches.
Testing Your Mobile-Friendly Design
Creating a mobile-friendly website is only half the battle—you also need to verify that it actually works well on mobile devices. Fortunately, there are excellent tools available to help assess your site's mobile performance.
Google's Mobile-Friendly Test is one of the most reliable and widely-used tools for this purpose. Simply enter your website URL, and the tool will analyze your pages and provide specific feedback about mobile usability issues. This free resource can identify problems you might not notice during manual testing and offers actionable recommendations for improvement.
Mobile Friendly Is a Must!
Mobile-friendly design is no longer optional in today's digital environment. By implementing responsive design, optimizing images, ensuring fast loading times, and regularly testing your site's mobile performance, you create an experience that serves users effectively regardless of their device. The investment in mobile-friendly design pays dividends through improved user satisfaction, better search engine rankings, and ultimately, greater success for your online presence.
Quick Website Updates Small Business Owners Often Forget
Your website is more than just a digital business card—it's your 24/7 storefront, your first impression, and often the deciding factor in whether a potential customer chooses you or your competitor. Yet so many of us get caught up in the day-to-day hustle that we forget to give our websites the attention they deserve.
Here's the thing: you don't need a complete overhaul or a hefty budget to make a meaningful impact. Sometimes the smallest tweaks can breathe new life into your online presence and help you connect more effectively with your audience. Let's explore some simple yet powerful website updates that busy entrepreneurs often overlook—and the best part? Most of these can be tackled during your lunch break.
Monday Marketing Motivation
- Watch the YouTube Video on this topic.
- Download our free Website Update checklist.
I know it sounds almost too simple, but outdated contact information is one of the most common website blunders I see. Think about it—if someone's excited about your services but can't reach you because your phone number changed six months ago, you've lost that connection forever.
Take a few minutes to verify that your contact details are current and consistent across every page. Check your header, footer, contact page, and don't forget your Google Business listing. While you're at it, make sure your business hours reflect your actual availability. These small details matter more than you might think.
Refresh Your Visual Story
Those homepage images from 2018? They might be telling a story that's no longer yours. Your visuals should reflect who you are today, what you offer now, and the customers you serve. Fresh, authentic imagery—especially photos of your actual team or products—creates an immediate connection with visitors.
You don't need professional photography for every update. Sometimes a genuine behind-the-scenes shot or a current product photo taken with your smartphone can be more engaging than stock imagery that feels disconnected from your brand.
Clean House: Remove What No Longer Serves
Nothing says "this website isn't maintained" quite like a prominent announcement about last year's holiday sale or an event that happened months ago. Set a monthly reminder to scan your site for outdated promotions, expired offers, and past event information.
While you're spring cleaning, tackle those broken links too. They're not just frustrating for visitors—they actually hurt your search engine rankings. There are free tools available to help you identify broken links, and fixing them is usually as simple as updating a URL or removing a reference.
Strengthen Your Calls to Action
Every page on your website should guide visitors toward a next step, whether that's making a purchase, scheduling a consultation, or signing up for your newsletter. But here's what I often see: calls to action that are either too timid or too buried to be effective.
Review your key pages and ask yourself: if someone landed here right now, would they know exactly what to do next? Make your calls to action clear, compelling, and impossible to miss. Instead of "Learn More," try "Schedule Your Free Strategy Session" or "Get Your Custom Quote Today."
Let Your Customers Do the Talking
Those glowing reviews and testimonials sitting in your email inbox? They're marketing gold, but only if they're visible on your website. Social proof is one of the most powerful tools for building trust with potential customers, yet many business owners forget to showcase it prominently.
Create a dedicated space on your homepage or service pages to highlight recent customer feedback. Even a simple rotating testimonial section can make a significant impact on visitor confidence.
Think Mobile First
Here's a reality check: more than half of your website visitors are probably viewing your site on their phones. If your website looks perfect on your desktop but feels clunky on mobile, you're potentially losing half your audience.
Pull up your site on your phone right now. Can you easily read the text? Do images load properly? Is navigation intuitive? If the experience feels frustrating, it's time to prioritize mobile optimization.
The Power of Consistency
These updates don't have to happen all at once. In fact, they're more effective when approached consistently over time. Consider dedicating 15 minutes each week to one small improvement. Maybe Monday is for checking contact information, Wednesday is for reviewing calls to action, and Friday is for adding new testimonials.
Your website is often the first handshake between you and your potential customers. Make it warm, make it current, and make it unmistakably you. When you take care of these details, you're not just maintaining a website—you're nurturing the relationships that fuel your business growth.
Remember, every small improvement you make is an investment in your business's future. Your website visitors—and your bottom line—will thank you for it.
Let's Talk About SEO - What Is SEO?
Let's Talk About SEO (Without the Jargon!)
You know that feeling when you're trying to get your business noticed online, and it feels like you're screaming into the wind? Yeah, I've been there. The good news? SEO doesn't have to be this mysterious, complicated thing that only tech wizards understand. Let's break it down together.
So What Exactly IS SEO?
Think of SEO (Search Engine Optimization) as your way of raising your hand when someone asks, "Hey, does anyone know where I can find...?" When people search for what you offer, you want to be the business that pops up first - not buried on page 47 of Google results.
Here's the thing - it's like having the best storefront in town. If it's hidden down a back alley where nobody walks, you're not going to get customers. But if you're right there on Main Street where everyone can see you? That's SEO working for you.
The best part? Unlike those expensive ads that eat up your budget, once you get your SEO right, people keep finding you without you having to pay for each click. Pretty sweet deal, right?
Let's Break Down the Two Main Types
On-Page SEO is everything you can control on your own website. Think of it as organizing your store so customers can easily find what they need. You're creating helpful content, using the right keywords naturally (not stuffing them in everywhere - that's just annoying), and making sure your website is easy to navigate. It's also about those behind-the-scenes details like page titles and descriptions that tell search engines what your page is about.
Off-Page SEO is about building your reputation in the neighborhood. When other websites link to yours, it's like getting a recommendation from a trusted friend. The more quality websites that vouch for you, the more search engines think, "Hey, this business must be legit!" Social media engagement, online reviews, and local business listings all play into this too.
The Technical Stuff (Don't Worry, We'll Keep It Simple!)
I know "technical SEO" sounds scary, but think of it as basic maintenance for your digital storefront. You want your website to load quickly (nobody likes waiting around), work on mobile phones (because let's be honest, that's how most people browse), and be secure (that little padlock in the browser bar).
You also want to make it easy for search engines to understand what your business is about. It's like putting up clear signs in your store - "Shoes This Way," "Electronics Over Here." The clearer you make it, the better search engines can direct the right customers to you.
Another important aspect of SEO is ensuring that everything works properly. Links to external websites can change over time, and broken links are like a road to nowhere - they don't work, and Google doesn't like it. Ditto to images no longer rendering properly, videos that don't load, and so on.
A tool to monitor problems with SEO, such as SEMRush, is invaluable. It provides reports to help you quickly figure out what's broken, not working, or needs to be fixed.
How Does SEO Stack Up Against Other Marketing Tactics?
Paid ads are like renting a billboard - great visibility while you're paying, but the moment you stop, you're invisible again. SEO is like owning prime real estate. It takes time to build, but once you're there, you're there.
Social media is fantastic for building relationships and brand awareness, but it's more like hosting a party - you need to keep the energy up constantly. Email marketing is like having a direct line to your best customers, but you need their permission first.
The beauty of SEO? People are already looking for what you offer. You're not interrupting their day with an ad - you're being helpful by showing up exactly when they need you. And here's the kicker - people trust organic search results more than ads. It's like the difference between a friend's recommendation and a sales pitch.
Combining Strategies: What Works
Here's what I've learned working with small businesses: SEO works best when it's part of a bigger picture. Maybe you use some paid ads to get quick wins while your SEO is building up steam. Or you share your great content on social media to get more eyes on it. Your email newsletter can drive people back to your website, boosting those SEO signals.
It's not about choosing one thing - it's about making them all work together. Like a good recipe, the right combination of ingredients makes something way better than any single component alone.
I would say that SEO is the cornerstone of any business marketing program. That's because your website is the central location or hub for your business online. In order for people to visit, they must find it, and SEO makes it easier to find.
The Bottom Line
SEO isn't just for the big guys with huge budgets and big marketing teams. It's for every business owner who wants to be found by the people who need what they offer. Sure, it takes some time and effort, but so does everything worthwhile in business.
Your customers are out there right now, typing questions into Google. Wouldn't it be nice if they found you first?
Want to chat about how to make this work for your specific business? I'm here to help you figure out a strategy that actually makes sense for where you're at right now.
Crushing AI Search: Is SEO Still Worth It? What You Need To Know Now
Is SEO still worth it in the age of AI search? The answer is a resounding yes, but doing SEO the same old way will get you nowhere. Here, I share with you the latest in AI search based on what marketers have learned to date.
A quick note: I’m writing this article in late June 2025. The experts I work with at technology companies all tell me that AI is changing so rapidly that it is hard even for them to keep up with the latest advances. I’ll try to update this article over time, but keep the date in mind when you read it just in case some of the advice turns stale (like tomorrow!)
AI search is a type of search driven by artificial intelligence (AI). It uses natural language processing to develop a more comprehensive response than traditional keyword-based search. The goal is to understand user intent and create responses based on perceived user intent.
How Does AI Search Differ from Traditional Search Engine Optimization?
If that definition sounds similar to the traditional definition of search engine optimization (SEO) that’s because for years Google has been telling us that the purpose of search engines is to match user queries with content that answers those queries. Traditional keyword search was based on the phrases people typed in and how page content was optimized for such phrases. Now, however, AI search promises to take it a step further and look beyond keyword phrases.
AI search uses what is called a fan technique or fanning technique. It takes the starting question and fans it out based on what it has learned from its large language model about the query. Then, its response is based not just on a simple keyword phrase but on multiple possible related queries.
Is SEO Still Relevant in the Age of AI?
Search engines still need a starting point to scan and index your content. That starting point is your words on screen, infused with keywords in the traditional manner.
However, your job as a modern SEO specialist is to expand beyond that and think like an AI search engine.
Consider the keyword phrases you’ve chosen not as the single phrase to optimize in your content, but as the starting point. Next, think about all the other things related to the original phrase that people may need to know.
Let’s take as an example a company that sells bridal gowns. Perhaps they are writing an article about attractive styles for the plus-size bride. Starting with that topic, what else might their customer want to know? Perhaps shoes and veils that match the gown, or tailoring and styling tips to help the bride look beautiful on her special day.
A simple keyword search tool reveals multiple branching queries from the phrase “plus size bridal gown” including terms like tea-length plus size bridal gowns, short sleeve plus size bridal gowns, and dozens more. I would work these phrases in naturally into the article to attract the AI engines to it.
Keep in mind that you don’t have to be as literal with this kind of search as with traditional search. As far as I can tell, the platforms are smart enough to recognize similar phrases without having to hit the exact phrase a certain number of times, as in the past.
My Personal Exploration of This Topic
I am actively exploring and testing these ideas in my gardening blog, Home Garden Joy. It’s more than a blog. It’s my sandbox for SEO. Follow it if you want to grow and preserve your own food (I teach you how to grow fruit, vegetables, and herbs, my hobby). And I’ll share here what my SEO experiments yield.
Keep Up to Date: Who To Follow on Modern SEO Practices
Well, yes, follow me on LinkedIn and follow Seven Oaks Consulting. That’s a given.
But here are some of the top minds who I follow to learn all I can about modern search engine optimization:
Google’s Blog: Need I say more?
Ann Smarty, who writes a brilliant weekly Substack on AI and search.
Jeannie Hill, who taught me a lot about retail shopping search.
Help! AI Is Eating My Website Traffic!
Did you notice a dip in your organic search traffic starting, oh, around early January 2024?
The dip probably became a freefall, resembling a black diamond ski slope.
What you’re seeing is AI diverting organic search traffic. For bloggers and site owners who relied heavily on search engine optimization (SEO) tools, seeing the dreaded ‘my traffic fell off a cliff’ graph can make them want to throw away their keyboard and give up on SEO.
Fear not. There are ways to combat the voracious beast known as AI-driven search.
Organic Search Isn’t Dead - It’s Just Changing
First, know that organic search isn’t dead. It’s just changing. Evolving. Remember 2011? And other updates? The 2011 Panda Google update upended the applecart for many site hosts, shrinking site traffic and ad revenues.
Hey, Google makes no promises about SEO. It provides guidelines, not laws, about creating content and structuring websites for good organic traffic.
I view the new AI search snippets as just another evolution in Google’s quest to dominate search. And, just as I did for the Panda, Hummingbird, and other Google updates that shook up my predictable flow of organic search visitors, I am taking steps to update my blogs and websites so that they thrive in the new age of AI.
Let’s take a look at optimizing content for AI in this new world of AI search.
Write for People First
Look, do I have to say it again? I guess I do, because far too often, I read blog posts and website copy that’s a jumble of jargon. Write for people first, and not just any people - write for your target persona.
What’s a persona? It’s an imaginary person who represents your ideal customer, the decision maker, and audience whom you’d like to get in front of to sell your ideas, products, or services.
If you write for this “person,” you are writing for a person, and your content will sound natural and fun.
Have you noticed how stilted AI content can be? Sometimes it’s good, but most of the time it peppers its output with words like unleash, unlock, and elevate. It likes long sentence structures oh-so-perfectly. It doesn’t have anything new to say - no stories, case studies, or personal reflections. And it can’t make a good analogy for beans! (That phrase alone will probably pop a diode somewhere in the AI platform scanning this page.)
Takeaways:
- Write for people first, AI and search second
- Write in your natural, conversational voice
- Use plenty of firsthand stories, anecdotes, and case studies - things an AI can’t add to the conversation.
Personal Branding and Authoritative Content
Developing your online personal brand is an ongoing strategy. Part of that strategy is developing your online presence as an authority in a topic or topics.
What do you want to be known and remembered for? It should be something of keen importance to your persona and your target market. It should dovetail perfectly with your services and strengths. And, it should focus on a niche; something you can do better and differently than anyone else.
If you identify this niche, and create content across multiple channels, you can develop your online reputation as an authority in the topic. This technique does take considerable time and effort but it can serve as a buffer against the vicissitudes of Google’s ever-shifting algorithm.
Takeaways:
- Focus on your persona and niche
- Create original content for your persona
- Rinse and repeat, focusing on a consistent theme or message
Add Branded Content to Your Site
Branded content is content that mentions your company, product, or service by name. AI models need such content to understand who your company is and what it does. When the AI search bot encounters your site, serve it plenty of branded content to build your own footprint within its little robotic brain.
Takeaways:
- Add branded content to your website - beef up your about page, bios, FAQs, and more.
Final Thoughts
AI search is but an evolution of Google, Bing, and other search engines’ never-ending quest to improve search results. If it’s eating your website traffic, fight back by feeding it what YOU want it to eat: branded content, original stories, and ideas only a person can create. By being yourself and working with AI models instead of against them, you have a chance to build your traffic back.
Content Marketing and AI: What's Changing
Content Marketing and AI: What Is Changing?
What works? What doesn’t?
A few preliminary thoughts as I begin to explore this brave new world of AI search engine results.
Content marketing and AI are changing the face of search engine optimized writing.
Blogging and SEO article writing used to be my bread-and-butter work. I contributed to many top websites over the years. In the early days of the internet, driving traffic to articles was more science than art. I remember one client handing me a mathematical formula to determine how many times to use keyword phrases in his articles.
Then, over time, there was a shift away from 500 to 1,000-word keyword-based articles. I learned that the market was saturated with all that good how-to content and overview pieces. The web had its encyclopedia; now what readers wanted was “expert opinions.” Suddenly, websites that published articles from freelancers slapped colorful “expert” badges on them. Everyone talked about Google’s E-A-T formula.
The E-A-T formula stands for Expertise, Authoritativeness, and Trustworthiness. It’s a concept used by search engines like Google to evaluate the quality and credibility of online content, particularly for pages that impact people's health, finances, or safety.
This formula seemed to work – for a while. Then, in late 2023, AI was launched, and AI search became a ‘thing’ throughout 2024. I watched as website after website – sites I owned, sites I managed or contributed to for clients – began losing ranking. Many good articles stopped receiving click throughs from search engines because AI could answer the same question in a short, top of the search page box.
I’m seeing this on my gardening blog, I’m seeing this on client blogs, and everyone wants to know the same thing: should they keep blogging? Or are blogs a thing of the past, like free Yahoo! GeoCities websites and AOL startup CDs? (Now I really am aging myself.)
Blogging Isn’t Dead, But It Is Evolving
Blogging isn’t dead, but it is certainly evolving. Gone are the days when you can slap up enough TOFU (top of funnel) and BOFU (bottom of funnel) content and get plenty of search traffic. Quantity cannot win over AI these days.
What is winning is unique content. How unique? Go as unique as you can. My best performing article on my gardening blog these days is a how-to article for which I took original images of my husband working out in the fruit tree orchard. I documented every step with photos, including our rusty old wheelbarrow and pruners. Search engines seem to like authenticity. I am seeing content for which I took similar realistic images also ranking well, and content for which I licensed stock images not doing as well. I am gradually replacing stock images with original photos to see if that helps.
Authenticity and expertise still seem to win, as does long form content. Original topics – thought leadership pieces and anything that AI cannot readily answer – also does well.
Contrary opinions continue to rank well, too, especially if you can support them with the previously mentioned expertise and authority.
Branded Content for the Age of AI Search
Ann Smarty, a marketer who frequently writes about AI search, wrote about the need for branded content in one of her recent Substack articles. In her piece Build Your Brand Knowledge, she posits that brand-driven content will be at the core of SEO content marketing moving forward. Brand knowledge helps not only with search engines but also helps AI know and share your brand. The more branded content you have online, the better. She gives plenty of examples of how to add brand content to your website. Adding frequently asked questions, using traditional media like press releases and journalist outreach, even creating short, branded videos all helps raise your company or product visibility with search engines and AI algorithms that generate results.
Evolving Information – Follow Us
This world of AI-driven search continues to evolve. Follow Seven Oaks Consulting on LinkedIn and YouTube for the latest and bookmark our blog. We are learning as we go – and growing as we learn. We’re testing what we learn, too, and will share what works with you.
Choosing the Right Marketing Consultant
Tips for Choosing the Right Marketing Consultant: A Veteran Marketers' Perspective
Choosing the right marketing consultant is an art. My dad used to say there were two types of people: those that talk about doing things and those that actually do them. I have found throughout my 30+ year career in marketing that this holds true for consultants, too.
Two Types of Consultants
I have seen consultants that “do”. They roll up their sleeves and dive into the company’s problems. What needs to be done? Who needs support and coaching? How can I help?
And then there are those that “do not.” These are the bloviators. The talkers. The incessant theorizers. They love to attend meetings, host meetings, and meet to meet.
The “doers” explore problems and offer solutions. They focus on tangible results and ROI.
The “do not” consultants love to throw money and people at problems. Not getting enough leads? Well, you aren’t spending enough. (That may be true, but it may not be. The do-not-do consultants immediately throw money at the problem.) Not getting the results that you need? Ah, you don’t have the right people, or your staff is too small. Hire my cadre of best friends to fill out your marketing department and you will see the results.
More often than not, the do-not-do consultants leave before the results are in. They leave behind another story: bloated teams, wasted budgets, and exhausted managers. The talkers love theories, but they hate hard work. They love to delegate the job to the staff while making themselves look like the heroes should any one of their trendy theories work and improve leads, sales, and ROI.
At Seven Oaks Consulting, We Are All Doers!
In case you haven’t guessed, I’m a doer. I’m a roll-up your sleeves and dig-in kind of consultant. I mentor and teach, to be sure, but typically, I use situations as learning opportunities with my clients’ marketing teams to help them improve.
I know the theories, of course, and yes, I apply some of them. Brand story. EOS. Agile marketing. Each bears exploring. But the consultants avoid love to talk incessantly about theories without putting them into practice. When pushed, they rarely demonstrate theories in actual practice.
Finding the Best Marketing Consultant
How can you avoid the “do nots” and hire “can do” consultants? During the interview process, listen to the questions they ask. The do nots often leap immediately to the solution and insist that they have seen it all and therefore do not need to explore alternatives. The can-do consultants request data, plans, and results to date. They want to talk one on one with a few team members. They ask specific questions about what has been tried and what has failed.
Hire can-do consultants. Ask for references. Look at their work. Ask pointed questions during the interview process.
Some questions to consider include:
- How would you solve this problem?
- What experience do you have with X?
- Why do you think this is happening?
- What would you recommend in this example?
Should Marketing Consultants Provide Samples?
Do not expect the consultant to provide samples specific to your company or a written marketing plan for free. I have had potential clients steal sample plans and enact them. I’ve caught them doing this; we’ve met, given them a short marketing plan, and the next thing I know, I see the messaging and tactics all playing out. It’s not a coincidence. It’s happened to me too many times over my 18 years as a consultant, so now I rarely provide details in writing without a hiring agreement. However, during the interview, I am happy to give some industry perspectives, best practices, and a few ideas.
As a senior marketing consultant who has run a successful business-to-business marketing practice for over 18 years, I can help you weed out the talkers from the doers. More importantly, I can help you get the work done. My teams can be deployed quickly to your content needs, providing regular marketing content for social media, blog posts, guest posts, and more. And I promise not to talk theory without practical application. That’s a promise.
What Is an RFP?
What is an RFP?
RFP stands for “request for proposal.” It is a formal, written document issued by a private company or a government entity to secure a standard set of bid responses. These standard responses enable an “apples to apples” comparison so that organizations can find the best products and services at the best prices.
The RFP Process
The RFP process is generally standard across multiple industries.
First, the organization issues the request for proposals. Each proposal includes:
- The purpose of the proposal
- The date by which it is due
- Rubrics or standards by which the responses will be judged
- Requirements, for example, for insurance or location
- The outline of the work required
- Information on where, how, and in what format to submit the response
Every request for proposals is different; most follow a similar format, and depending on the industry, some will be more complex than others. And much depends on the skill of the RFP writer who crafted the original outline. Some are so vague they leave you scratching your head, wondering what the issuing organization intended. Others are so specific you wonder if they were written for a particular response (many are).
How to Respond to an RFP
If you’ve found an opportunity, it is important to begin working on it immediately. Most proposals have strict deadlines. You must work towards that deadline and develop a timeline to complete your response on or before the due date and time. Failing to submit the response by the due date and time means your proposal will not be accepted.
Begin the process by reviewing the proposal guidelines thoroughly. List all of the materials the issuing organization requires in the response. These may include specific information about your company, products, services, and prices. They may also require resumes for key staff members who will deliver the work or information about certifications and licenses. At Seven Oaks Consulting, we work with technology and education companies and provide RFP writing services. We have found that the required responses vary greatly by industry.
Organize Your Response
Staying organized is vitally important during the RFP writing process. Set up folders for the specific proposal, the required documents, and drafts.
Select the team to work on the response. One person should organize the entire response. Identify the person who will submit the response to the issuing organization. This must be someone from the company represented in the RFP. A consultant, RFP writer, or contractor cannot submit your RFP through their company.
Identify Your Win Themes
“Win themes” are reasons why the issuing organization should select your company. For example, your research on the issuing organization may require a reliable company with specific skills. Reliability and an emphasis on those skills become your win theme.
Win themes may be directly addressed in a cover letter or executive summary, but in subsequent areas of the RFP, they are not directly stated. Instead, choose content that reflects the win theme. To demonstrate reliability, emphasize longevity or business relationships, for example. To emphasize skills, highlight licenses, special awards, or certifications.
Case studies and examples provide excellent ways to illustrate your company’s expertise in a specific area. If they are not specifically called for in the response, but the RFP itself allows for an appendix or additional information, add your case study examples there.
Keep RFP Writing Short and Succinct
Writing RFP responses is more like writing short, succinct proposals than writing a marketing document. This is not the time to write a novel! Keep the narrative tight, using active verbs, short bullet points, and other techniques to focus tightly on the responses, win themes (why the issuer should choose your company), and the facts about the products and services you propose.
Format of the RFP Response
The RFP issuer dictates the format of the response.
Many organizations now use electronic dashboards or portals to collect responses. The responding entity uploads documents into the portal. They may have set forms to check off, too, as part of the response.
We see portals and dashboards used more for government, state, and school-related RFP responses than for any other types of responses. Private companies may use portals to receive the responses, but the narrative is written as either a document or a presentation, made into a PDF, and uploaded into the portal with a spreadsheet showing pricing.
RFP Writing Mistakes to Avoid
If responding to RFPs is part of your strategy to win new business, it is important to hire an RFP writer or proposal writer or a company specializing in RFP writing services and RFP response management.
If you do choose to respond on your own, avoid these common mistakes:
- Not Following the RFP Structure: It’s crucial to adhere to the client’s specified format. Deviating from the structure can make your proposal harder to review and may result in disqualification. Label everything exactly as the issuer requests so they can find the answers to their questions.
- Ignoring RFP Requirements: Submitting a generic proposal that doesn’t address the specific requirements can make it seem like you don’t understand the client’s needs. Always tailor your response to the RFP’s specifications. Review the rubric or scoring metric, if available, to understand how the issuer will evaluate responses.
- Lack of Detailed Evidence: Proposals that lack concrete examples and evidence of past successes can appear weak. Include relevant case studies, testimonials, and specific examples to demonstrate your capabilities.
- Poor Use of Headings and Subheadings: Dense blocks of text without clear headings can make your proposal difficult to navigate. Use headings and subheadings to organize your content and make it easier for evaluators to find key information.
- Focusing Too Much on Your Company: While it’s important to highlight your achievements, you should focus on how your company can meet the client’s needs. Show the benefits and value you bring to the client (win themes). Don’t make it all about you!
- Not Researching the Client and Competitors: Understanding the client’s needs and the competitive landscape is essential. Tailor your proposal to address the client’s specific challenges and differentiate your solution from competitors. Look at annual reports, public meeting minutes, and anything the company or organization has published that provides clues as to the needs driving the request for proposal.
- Submitting Proposals with Errors: Typos, misspellings, and grammatical errors can undermine your credibility. Proofread your proposal thoroughly to ensure it is polished and professional. While a typo may creep in now and again, do your best to provide a polished response.
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A Guide to Writing Manufacturing Case Studies
A manufacturing case study can make a big difference in your marketing efforts. Today’s competitive business climate means that companies must put in the time and energy to position themselves as credible and trustworthy. Manufacturers are no exception to this role. Case studies are one way to achieve this goal. These sales tools communicate your organization’s capabilities, wins, and practical applications.
Choosing the Right Story to Tell
First thing’s first: You need to determine which project might be the best prospect for a case study. The answer will depend on your target audience and their pain points. For instance, does this example speak to how you helped a company boost efficiency, reduce costs, or bring about welcome change that boosted its bottom line? Your case study should address one or more of these areas.
Structuring Your Case Study for Impact
The best case studies invite the reader in through a tight narrative. Here’s a template you should consider following for the most impact:
Introduction
Present your company's expertise and the subject matter.
Challenge
Frame the client’s problem and other details that set the scene for why they needed to look to your expertise.
Solution
Explain how you helped take the client from Point A to B. This section lets you speak to the methods, processes, and resources you used to achieve the outcome. Be sure to call out any proprietary intellectual property your team relied on along the way.
Implementation
This is the place to detail how the company adopted the process internally and any behind-the-scenes actions needed to set it into motion.
Results
Data can speak volumes. Lean on metrics that present an objective picture of your expertise in action. If possible, quantify how the project positively impacted operations.
Embrace Visual Storytelling
Think beyond text to keep the reader engaged. Photos, diagrams, charts, and infographics can bring the success story to life. Be mindful of how and where to use these graphics to break up the text strategically.
Write with Clarity and Credibility
Write with authority, but don’t be pretentious. Avoid using too many technical terms, as this can alienate the reader. The goal is to bridge the divide between technical and non-technical audiences.
Client Testimonials: The Voice of Validation
An impactful case study should include direct quotes or testimonials from your client. These firsthand accounts can illustrate the solution and its implications. You might be able to use the client’s name or make them anonymous if there are concerns about exposing trade secrets.
Proofread for Perfection
Don’t let an embarrassing error soil your reputation when it can be avoided. Distribute the document internally and have your colleagues review, edit, and proofread as needed. You might include a checklist for reviewing grammar, punctuation, and spelling. You might even have someone outside your organization read it and provide feedback.
Format for Readability
Headings and subheadings break up text and allow for scannability. Use them to your advantage when writing a first draft to organize your thoughts.
Beyond the Case Study: Industry Relevance
It’s not enough to write about a success story. You also need to call out how it relates to the bigger picture. Your target audience will want to know how it relates to industry trends or challenges. This is your opportunity to position your company as an innovator.
Spreading the Word: Promoting Your Case Study
Lay out a strategy for getting the case study in front of your intended audience. Use your company website, newsletters, social media platforms, and trade publications. Encourage team members and industry partners to share the resources to expand your reach.
Harness the Power of Storytelling in Manufacturing Case Studies
With these tips in mind, you can be well on your way to outshining your competition. Don’t overlook the importance of sharing tangible results. These real-world examples of manufacturing case studies can put your company on the map for luring potential clients facing similar challenges. Forward-thinking business leaders in the manufacturing sector know that case studies can be one tool in their marketing toolbox to attract leads.
Mailing Violation: Marketing Agency Fined for Lack of Disclosures on Direct Mail
I check several news sources daily to keep up with both local and world news. One story on the AP News caught my attention: Marketing Firm Fined $40,000 for 202 GOP Mailers in New Hampshire.
The story is interesting to me because of my background in direct mail. Before founding Seven Oaks Consulting in 2007, I had a long and happy career leading marketing and direct mail for some of the nation’s largest education companies. My master’s degree in Direct and Interactive Marketing from New York University included many courses in direct mail management, and I spent many hours over the years working with mailing houses, printers, and agencies through the New York tri-state area. I have even led workshops in direct mail for marketing agencies who need to shore up their knowledge of best practices.
The AP report was scanty and did not give background information about the case, so I searched the New Hampshire Department of Justice for the case and read through the PDF on their site that lays out the state’s case against the marketing agency, Deliver Strategies. Deliver Strategies is a marketing agency specializing in political marketing for candidates running for office. Direct mail is often used for political marketing.
According to the document found on the New Hampshire DOJ site, the case began when it was discovered that 189,000 political mailers sent to residents in New Hampshire failed to contain the appropriate disclosure language (paid for by) and return address. Investigation into the mailers led to a tangle of mistakes that began with the client and ended with the mail house.
Mistakes make throughout this case include:
- Deliver Strategies acquiescing to the client’s request not to put the return address and disclosure on the mail piece.
- Trusting that the client’s lawyers had reviewed the mail piece and given it a green light to proceed without the disclosures. (I wonder if they received written confirmation from the client on this).
- The mail house, upon questioning the name to put on postal form 3602-R, taking it upon themselves to search online for the candidate’s name and address and putting it on the form. Meanwhile the candidate neither authorized nor paid for the mailer. The candidate knew nothing about it. It was paid for through a political action committee (PAC).
Reading through the DOJ document, I kept shaking my head. I understand completely how such mistakes happen. The agency wants to please the client. The agency asks for, and receives, reassurance that the legal team has blessed the mailer. Meanwhile, the mailing house tries to do what it thinks is correct and ends up screwing up everything further.
I think the moral of this story is that if a client – or an agency – sends you a creative proof that you feel is wrong, you need to question it. Dig in your heels. Do not go with the flow.
Digital Strategies questioned the client about the lack of return address or disclosure, but in the end, went along with it up on reassurance of its legalities. That’s a reasonable call to make in my opinion as an agency owner. If they did not suggest taking off the return address or omitting the disclaimer, the fault, in my opinion, lies with the client. I hope that the agency asks for the fine to be repaid, counts its blessings, and moves on