ResidentialBusiness

Do you have a passion for false eyelashes and eyelash extensions? Have you always wanted to start a business in the beauty industry but haven’t yet found the perfect niche? You can become a lash extension entrepreneur and earn good money as a small business owner. All you need is a love of beauty and an interest in marketing lashes. What is an Eyelash Business? The beauty business boasts a plethora of niches, but the eyelash business is definitely a lucrative one. According to Grand View Research, Inc., the global false eyelashes market is expected to reach $1.6 billion in the near future… which represents a lot of potential customers. If you’re interested in how to start a lash business, there are plenty of opportunities to explore. In an eyelash business, a trained technician applies eyelash extensions and other lash aesthetics to clients. Of course, as with any other business, the eyelash business also requires marketing, sales, customer service, and other operations to be profitable. How Much Does it Cost to Start Your Own Lash Business? You’ll need capital to start your own lash business. When establishing an eyelash extensions company, you’ll need to purchase supplies and equipment. You’ll need to set up your salon location, and you might need to hire lash artists. In all, you could spend between $30,000 and $60,000 to start your lash business. How to Start an Eyelash Business: Crucial Steps to Follow Ready to start your own business selling eyelash extension services? The following crucial steps will help you start a successful eyelash extensions business: Get the Necessary Training and Qualifications Unless you intend to hire a lash artist, you must obtain the required training and qualifications to become an eyelash technician for your lash business. Being licensed not only enhances your professionalism in the eyes of your clients but also ensures that your business remains legally compliant. Of course, every state and country has its own requirements, so be sure to research the necessary qualifications in your region. You might need to take a series of courses, pass a test, or pay certain fees to gain an esthetician license in your area. Name Your Business and Create a Brand What will you call your lash business? Every company needs a creative and unique business name that makes it stand out in customers’ minds. Be sure to register the brand name to protect it from being used by competitors. Of course, your business name is only part of your overall lash brand. Design a logo that visually represents your brand, including your products, values, and vision. Know Your Target Market Who is your target customer? As with most businesses, your market won’t include everyone. What type of customer will seek your aesthetic services? Consider the demographics and characteristics of that target audience when determining to who you will market your business. Research the Competition Providing Eyelash Extensions Who are your competitors in the lash business? Which local establishments also offer eyelash extensions and other lash services to your target audience? Research your competition by examining the services that other lash businesses provide and the strategies they use to market themselves. Identify their successful approaches and consider how you can enhance your own lash business. Create a Business Plan Before you can acquire funding for your eyelash business, you’ll need to establish a business plan. Even if you plan to launch your company without help from a bank or investor, writing a business plan will help you better define your business, identify your target customer, and create effective business strategies. An effective business plan for your lash company should include an overview of your business, including a general description of your company and the services it will provide, as well as financial projections, a description of your target market, and a general marketing plan. Choose a Business Entity How will you structure your lash extension business? Will you be the sole owner of your small business, or will you own the company with one or more partners? Who is legally responsible for the brand? Who will be responsible for profits and debts? When setting up the framework for your eyelash business, you have several options for business entities, such as a sole proprietorship, partnership, limited liability company, or corporation. Typically, lash companies are established as either a sole proprietorship or an LLC, based on the level of personal liability involved. Set Up a Business Bank Account for Your Eyelash Extension Business Before your lashes business starts sending or receiving money, be sure to open a business bank account. A business bank account offers a level of professionalism to your small business, and it separates your business and personal finances, which helps protect the business and keep it legally compliant. You might also consider opening a business credit card account for your eyelash extension business, which can be used to help finance your company during slow periods and purchase inventory until you start turning a profit. Sort Out Licensing, Permits, and Fees What licenses and permits will you need to operate your eyelash business? There’s no simple answer to that question since requirements will vary by region. Be sure to research any business licenses, as well as aesthetic or healthcare licenses, that are required in your area, and be prepared to pay any fees associated with obtaining them. Set A Budget What will be your budget for starting your lash business? A variety of startup costs are associated with establishing any new small business, and the eyelash extension industry is no exception. Consider everything you need to start your business, including costs for your salon or other location, employees, equipment, and supplies. As a new small business owner, you’ll also want to consider your financial resources so you can save money when it’s necessary. Choose a Location Where do you plan to conduct business? Will you rent a space to convert into a salon, or do you own a location to house your own eyelash brand? A variety of options are available. You can do business out of the relaxing atmosphere of your own studio at home, or you can select a posh high street location. In many areas, you can even offer mobile eyelash services, operating out of a company van or another commercial vehicle. Develop a Unique Service Proposition After choosing your location, it’s important to develop a unique service proposition (USP). What makes your eyelash business different and better than the competition? This could be a unique technique, superior product quality, exceptional customer service, or a relaxing and luxurious salon environment. Identifying and promoting your USP will help attract and retain customers. Implement Health and Safety Protocols In conjunction with purchasing business insurance, establish stringent health and safety protocols. This is crucial in the beauty industry, particularly for services close to the eyes. Develop clear procedures for hygiene, customer safety, and employee training. This not only protects your clients but also enhances your business’s reputation for professionalism and care. Purchase Business Insurance Running any business comes with its risks. For instance, what if a natural disaster wipes out your inventory? What if an employee or a customer suffers an injury? What if your online operations fall prey to a hacker? You’re bound to invest plenty of time and money into the success of your lash business, so you’ll want to obtain business insurance to protect that investment. Consider insurance policies, including property insurance, liability insurance, and cyber insurance, if you are selling or marketing services in the online marketplace. Buy the Necessary Equipment What equipment will you need to operate your eyelash company? Of course, you’ll need basic office equipment, such as a desk, chairs, and a computer, as well as decor to create a relaxing atmosphere. But a small business owner launching an eyelash extensions business will also want to invest in the following equipment: Lighting – You will need bright, high-quality portable lighting to ensure you and your aestheticians can clearly see every individual lash. Reclining chair or lash bed – Where will your customers relax while you attend to their lashes? Linens and sanitary covers – Don’t forget covers for your lash bed that keep customers comfortable and clean. Comfortable chair – You and your lash artists will be spending hours in your chairs as you apply eyelash extensions. Make sure you are comfortable while doing it. Shelves and storage – Keep an organized salon with plenty of shelves and other storage containers. A lash cart can be stocked with all your different extensions and other lash supplies, making it easy to access everything you need. Sink and sterilization area – Be sure to keep a clean and sterile business by equipping your salon with a sink and sterilization area. Set Your Prices and Create a Menu What services will your lash business offer customers, and how much will you charge for each? When determining your pricing schedule, look at the competition in your area. You might want to match competitors’ pricing, or you might want to launch with promotional pricing and charge even less than another local business when you can. Create a menu of services and pricing that your customers can reference when purchasing lash services from you. Create a Professional Website and Email ID Every business needs an online presence for success in the modern marketplace. Even if you aren’t engaging in e-commerce, a well-designed website and official email address will add a sense of professionalism to your new business and offer an important source of promotion for customers searching for lash services. It also can offer a booking tool, giving customers a simple way to reserve their appointments. If possible, coordinate your website domain with your overall small business brand. Don’t worry if you have no web design experience. Many new business owners hire another professional to design their own website. Choose a Booking System How will you schedule your customers’ lash extension appointments for your business? The days of relying on pen, paper, and a desk calendar to manage appointments are behind us. Today’s lash business owner requires a robust booking system to guarantee efficient and professional scheduling. A variety of booking software is available with features to accommodate practically any type of business. Choose from some of the best online booking software systems, such as Boulevard, Fresha, or Gloss Genius. Invest in Point of Sale Software How will your lash business process payments? By investing in point-of-sale software, you can ensure your business can accept a variety of payment forms from your customers both online and in person, as well as accurately track your sales. Similar to booking system software, there is a wide range of point-of-sale software available, each offering distinct features and tools. Small business owners can select from some of the best point-of-sale software options, including Square Point of Sale, Shopify POS, Quickbooks Point of Sale, or Revel Systems. Market Your Business and Build a Customer Base It’s a competitive market, and you can’t expect customers to start forming a line just because you opened the doors of your new lash salon. You have to market your eyelash extension business to build a customer base. Small business owners no longer have to invest in traditional advertising to market their products and services. You can reach prospective clients by engaging with them on a social media platform. Establish social media profiles for your lash business on popular platforms like Facebook, Twitter, and Instagram. By posting compelling content, you can attract an audience of lash enthusiasts and potential clients. Some lash artists have developed impressive followings on YouTube and TikTok by sharing videos of them applying eyelash extensions to willing customers. You can even feature your own lashes to churn up interest in your brand. Establish a Customer Loyalty Program After marketing your business and starting to build a customer base, consider establishing a customer loyalty program. This could involve rewards for repeat services, discounts for referrals, or special offers on birthdays and other occasions. A loyalty program can encourage repeat business and turn occasional clients into regulars. Launch Your Business You’ve acquired the skills and certifications, you’ve purchased equipment and supplies, you’ve set up your salon, and you’ve built a customer base. Now it’s time to launch your lash business! Planning and organization are key to successfully launching your own eyelash brand. Expand Your Services Now that you’ve successfully launched your small business, you’ll want to start looking toward future growth. How will you expand your services and maximize your earnings? Remember, more high-quality services can equal more customers… and increased profits. An entrepreneur who has launched a successful lash business can consider expanding to other services in a variety of ways. Perhaps you will develop a webinar and sell eyelash tutorials online. Maybe you will help to develop your own custom eyelash extensions and start your own lash label. You might even become an eyelash wholesaler. With a creative mind, the opportunities are practically endless. You can also look into how to start a hair salon or how to start a nail salon to add more services. Continuously Educate Yourself and Your Staff As you expand your services, it’s vital to continuously educate yourself and your staff on the latest trends, techniques, and products in the eyelash industry. Attending workshops, participating in webinars, and obtaining advanced certifications can keep your business at the forefront of the industry and ensure that you are providing the best services to your clients. Explore E-commerce Opportunities Consider exploring e-commerce opportunities to supplement your physical business. This could involve selling eyelash care products, accessories, or even your own line of eyelash extensions online. E-commerce can be a significant revenue stream and help you reach a wider audience beyond your local area. Be a Successful Business Owner Once your lash business starts earning money, you are on your way to being the successful small business owner you envisioned. You’re now your own boss, but your lash artist journey is just beginning. Your business will need your ongoing support to continue to thrive. Caring for Lash Extensions: Educating Your Clients As a lash extension entrepreneur, it’s not just about providing excellent services but also about educating your clients on how to care for their lash extensions properly. Proper aftercare is crucial for maintaining the longevity and health of lash extensions. Educating your clients will not only ensure their satisfaction but also reduce the risk of potential damage to their natural lashes. Here are some essential tips to include in your aftercare education: Avoid Oil-Based Products: Advise your clients to steer clear of oil-based makeup removers, cleansers, and skincare products. Oil can break down the adhesive and cause premature lash extension loss. Recommend water-based or lash extension-safe products for makeup removal and cleansing. Gentle Cleansing: Instruct clients to clean their lash extensions regularly using a gentle, oil-free lash cleanser and a soft brush. Cleaning lashes removes dirt, debris, and bacteria, promoting lash health and preventing infections. Avoid Excessive Moisture: Advise clients to avoid excessive exposure to water, steam, or humidity for the first 24-48 hours after lash application. Water can weaken the adhesive bond during the initial curing period. No Mascara on Extensions: Emphasize that mascara should not be applied directly to lash extensions, as it can cause clumping, damage the lashes, and create a need for more frequent fills. Handle Lashes with Care: Advise clients against rubbing, pulling, or tugging at their lash extensions. Encourage them to treat their lashes gently during application and cleansing to minimize premature shedding. Use a Silk or Satin Pillowcase: Suggest using a silk or satin pillowcase to reduce friction on the lashes during sleep, helping to maintain their shape and extend their lifespan. Regular Refills: Educate clients about the importance of regular lash extension refills. Lash extensions shed naturally with the growth cycle of the natural lashes. Regular refills every 2-3 weeks will keep the lashes looking full and fresh. Avoid DIY Removal: Strongly discourage clients from attempting to remove their lash extensions at home. Improper removal can damage natural lashes, leading to sparse and weak lashes. Lash Filling Etiquette: Advise clients to arrive at their lash fill appointments with clean lashes, free of makeup and oils. This will ensure a better bond between the new extensions and existing lashes. Know When to Seek Professional Help: Encourage clients to seek professional advice if they experience any discomfort, irritation, or unusual changes in their lash extensions. Prompt action can prevent potential issues from worsening. Aftercare TipDescription Avoid Oil-Based ProductsAdvise clients to avoid oil-based makeup removers, cleansers, and skincare products to prevent premature lash extension loss. Gentle CleansingInstruct clients to clean lash extensions regularly with a gentle, oil-free lash cleanser and soft brush. Avoid Excessive MoistureAdvise clients to avoid excessive exposure to water, steam, or humidity after lash application to maintain adhesive strength. No Mascara on ExtensionsEmphasize not to apply mascara directly to lash extensions to prevent clumping and damage, necessitating more frequent fills. Be Gentle with LashesRemind clients to be gentle when touching or cleansing lashes to avoid premature shedding and maintain lash health. Use a Silk or Satin PillowcaseSuggest using a silk or satin pillowcase to reduce friction on lashes during sleep, preserving their shape and longevity. Regular RefillsEducate clients about the importance of regular lash extension refills every 2-3 weeks to keep lashes full and fresh. Avoid DIY RemovalStrongly discourage clients from attempting DIY removal, as improper removal can damage natural lashes and lead to weakness. Lash Filling EtiquetteAdvise clients to arrive with clean lashes for appointments to ensure better bonding with new extensions. Know When to Seek Professional HelpEncourage seeking professional advice for discomfort, irritation, or unusual changes in lash extensions to address issues promptly. By providing comprehensive aftercare instructions, you demonstrate your commitment to the well-being of your clients and their lash extensions. Well-informed clients are more likely to follow the proper aftercare routine, leading to happier, healthier, and more satisfied customers. Moreover, your clients will appreciate your dedication to their lash health and are more likely to refer others to your lash extension business. Is a Lash Business Profitable? Are lash businesses profitable? According to Giovanni Eyelash Factory, U.S. customers now use more than 40 million pairs of false eyelashes every month, and that incredible amount continues to grow. It only makes sense that more entrepreneurs are finding success in the eyelash business. You can earn money by opening an eyelash salon, and the above 25 steps should help you along the way. Image: Depositphotos This article, "How to Start a Lash Business" was first published on Small Business Trends View the full article

Do you have a passion for false eyelashes and eyelash extensions? Have you always wanted to start a business in the beauty industry but haven’t yet found the perfect niche? You can become a lash extension entrepreneur and earn good money as a small business owner. All you need is a love of beauty and an interest in marketing lashes. What is an Eyelash Business? The beauty business boasts a plethora of niches, but the eyelash business is definitely a lucrative one. According to Grand View Research, Inc., the global false eyelashes market is expected to reach $1.6 billion in the near future… which represents a lot of potential customers. If you’re interested in how to start a lash business, there are plenty of opportunities to explore. In an eyelash business, a trained technician applies eyelash extensions and other lash aesthetics to clients. Of course, as with any other business, the eyelash business also requires marketing, sales, customer service, and other operations to be profitable. How Much Does it Cost to Start Your Own Lash Business? You’ll need capital to start your own lash business. When establishing an eyelash extensions company, you’ll need to purchase supplies and equipment. You’ll need to set up your salon location, and you might need to hire lash artists. In all, you could spend between $30,000 and $60,000 to start your lash business. How to Start an Eyelash Business: Crucial Steps to Follow Ready to start your own business selling eyelash extension services? The following crucial steps will help you start a successful eyelash extensions business: Get the Necessary Training and Qualifications Unless you intend to hire a lash artist, you must obtain the required training and qualifications to become an eyelash technician for your lash business. Being licensed not only enhances your professionalism in the eyes of your clients but also ensures that your business remains legally compliant. Of course, every state and country has its own requirements, so be sure to research the necessary qualifications in your region. You might need to take a series of courses, pass a test, or pay certain fees to gain an esthetician license in your area. Name Your Business and Create a Brand What will you call your lash business? Every company needs a creative and unique business name that makes it stand out in customers’ minds. Be sure to register the brand name to protect it from being used by competitors. Of course, your business name is only part of your overall lash brand. Design a logo that visually represents your brand, including your products, values, and vision. Know Your Target Market Who is your target customer? As with most businesses, your market won’t include everyone. What type of customer will seek your aesthetic services? Consider the demographics and characteristics of that target audience when determining to who you will market your business. Research the Competition Providing Eyelash Extensions Who are your competitors in the lash business? Which local establishments also offer eyelash extensions and other lash services to your target audience? Research your competition by examining the services that other lash businesses provide and the strategies they use to market themselves. Identify their successful approaches and consider how you can enhance your own lash business. Create a Business Plan Before you can acquire funding for your eyelash business, you’ll need to establish a business plan. Even if you plan to launch your company without help from a bank or investor, writing a business plan will help you better define your business, identify your target customer, and create effective business strategies. An effective business plan for your lash company should include an overview of your business, including a general description of your company and the services it will provide, as well as financial projections, a description of your target market, and a general marketing plan. Choose a Business Entity How will you structure your lash extension business? Will you be the sole owner of your small business, or will you own the company with one or more partners? Who is legally responsible for the brand? Who will be responsible for profits and debts? When setting up the framework for your eyelash business, you have several options for business entities, such as a sole proprietorship, partnership, limited liability company, or corporation. Typically, lash companies are established as either a sole proprietorship or an LLC, based on the level of personal liability involved. Set Up a Business Bank Account for Your Eyelash Extension Business Before your lashes business starts sending or receiving money, be sure to open a business bank account. A business bank account offers a level of professionalism to your small business, and it separates your business and personal finances, which helps protect the business and keep it legally compliant. You might also consider opening a business credit card account for your eyelash extension business, which can be used to help finance your company during slow periods and purchase inventory until you start turning a profit. Sort Out Licensing, Permits, and Fees What licenses and permits will you need to operate your eyelash business? There’s no simple answer to that question since requirements will vary by region. Be sure to research any business licenses, as well as aesthetic or healthcare licenses, that are required in your area, and be prepared to pay any fees associated with obtaining them. Set A Budget What will be your budget for starting your lash business? A variety of startup costs are associated with establishing any new small business, and the eyelash extension industry is no exception. Consider everything you need to start your business, including costs for your salon or other location, employees, equipment, and supplies. As a new small business owner, you’ll also want to consider your financial resources so you can save money when it’s necessary. Choose a Location Where do you plan to conduct business? Will you rent a space to convert into a salon, or do you own a location to house your own eyelash brand? A variety of options are available. You can do business out of the relaxing atmosphere of your own studio at home, or you can select a posh high street location. In many areas, you can even offer mobile eyelash services, operating out of a company van or another commercial vehicle. Develop a Unique Service Proposition After choosing your location, it’s important to develop a unique service proposition (USP). What makes your eyelash business different and better than the competition? This could be a unique technique, superior product quality, exceptional customer service, or a relaxing and luxurious salon environment. Identifying and promoting your USP will help attract and retain customers. Implement Health and Safety Protocols In conjunction with purchasing business insurance, establish stringent health and safety protocols. This is crucial in the beauty industry, particularly for services close to the eyes. Develop clear procedures for hygiene, customer safety, and employee training. This not only protects your clients but also enhances your business’s reputation for professionalism and care. Purchase Business Insurance Running any business comes with its risks. For instance, what if a natural disaster wipes out your inventory? What if an employee or a customer suffers an injury? What if your online operations fall prey to a hacker? You’re bound to invest plenty of time and money into the success of your lash business, so you’ll want to obtain business insurance to protect that investment. Consider insurance policies, including property insurance, liability insurance, and cyber insurance, if you are selling or marketing services in the online marketplace. Buy the Necessary Equipment What equipment will you need to operate your eyelash company? Of course, you’ll need basic office equipment, such as a desk, chairs, and a computer, as well as decor to create a relaxing atmosphere. But a small business owner launching an eyelash extensions business will also want to invest in the following equipment: Lighting – You will need bright, high-quality portable lighting to ensure you and your aestheticians can clearly see every individual lash. Reclining chair or lash bed – Where will your customers relax while you attend to their lashes? Linens and sanitary covers – Don’t forget covers for your lash bed that keep customers comfortable and clean. Comfortable chair – You and your lash artists will be spending hours in your chairs as you apply eyelash extensions. Make sure you are comfortable while doing it. Shelves and storage – Keep an organized salon with plenty of shelves and other storage containers. A lash cart can be stocked with all your different extensions and other lash supplies, making it easy to access everything you need. Sink and sterilization area – Be sure to keep a clean and sterile business by equipping your salon with a sink and sterilization area. Set Your Prices and Create a Menu What services will your lash business offer customers, and how much will you charge for each? When determining your pricing schedule, look at the competition in your area. You might want to match competitors’ pricing, or you might want to launch with promotional pricing and charge even less than another local business when you can. Create a menu of services and pricing that your customers can reference when purchasing lash services from you. Create a Professional Website and Email ID Every business needs an online presence for success in the modern marketplace. Even if you aren’t engaging in e-commerce, a well-designed website and official email address will add a sense of professionalism to your new business and offer an important source of promotion for customers searching for lash services. It also can offer a booking tool, giving customers a simple way to reserve their appointments. If possible, coordinate your website domain with your overall small business brand. Don’t worry if you have no web design experience. Many new business owners hire another professional to design their own website. Choose a Booking System How will you schedule your customers’ lash extension appointments for your business? The days of relying on pen, paper, and a desk calendar to manage appointments are behind us. Today’s lash business owner requires a robust booking system to guarantee efficient and professional scheduling. A variety of booking software is available with features to accommodate practically any type of business. Choose from some of the best online booking software systems, such as Boulevard, Fresha, or Gloss Genius. Invest in Point of Sale Software How will your lash business process payments? By investing in point-of-sale software, you can ensure your business can accept a variety of payment forms from your customers both online and in person, as well as accurately track your sales. Similar to booking system software, there is a wide range of point-of-sale software available, each offering distinct features and tools. Small business owners can select from some of the best point-of-sale software options, including Square Point of Sale, Shopify POS, Quickbooks Point of Sale, or Revel Systems. Market Your Business and Build a Customer Base It’s a competitive market, and you can’t expect customers to start forming a line just because you opened the doors of your new lash salon. You have to market your eyelash extension business to build a customer base. Small business owners no longer have to invest in traditional advertising to market their products and services. You can reach prospective clients by engaging with them on a social media platform. Establish social media profiles for your lash business on popular platforms like Facebook, Twitter, and Instagram. By posting compelling content, you can attract an audience of lash enthusiasts and potential clients. Some lash artists have developed impressive followings on YouTube and TikTok by sharing videos of them applying eyelash extensions to willing customers. You can even feature your own lashes to churn up interest in your brand. Establish a Customer Loyalty Program After marketing your business and starting to build a customer base, consider establishing a customer loyalty program. This could involve rewards for repeat services, discounts for referrals, or special offers on birthdays and other occasions. A loyalty program can encourage repeat business and turn occasional clients into regulars. Launch Your Business You’ve acquired the skills and certifications, you’ve purchased equipment and supplies, you’ve set up your salon, and you’ve built a customer base. Now it’s time to launch your lash business! Planning and organization are key to successfully launching your own eyelash brand. Expand Your Services Now that you’ve successfully launched your small business, you’ll want to start looking toward future growth. How will you expand your services and maximize your earnings? Remember, more high-quality services can equal more customers… and increased profits. An entrepreneur who has launched a successful lash business can consider expanding to other services in a variety of ways. Perhaps you will develop a webinar and sell eyelash tutorials online. Maybe you will help to develop your own custom eyelash extensions and start your own lash label. You might even become an eyelash wholesaler. With a creative mind, the opportunities are practically endless. You can also look into how to start a hair salon or how to start a nail salon to add more services. Continuously Educate Yourself and Your Staff As you expand your services, it’s vital to continuously educate yourself and your staff on the latest trends, techniques, and products in the eyelash industry. Attending workshops, participating in webinars, and obtaining advanced certifications can keep your business at the forefront of the industry and ensure that you are providing the best services to your clients. Explore E-commerce Opportunities Consider exploring e-commerce opportunities to supplement your physical business. This could involve selling eyelash care products, accessories, or even your own line of eyelash extensions online. E-commerce can be a significant revenue stream and help you reach a wider audience beyond your local area. Be a Successful Business Owner Once your lash business starts earning money, you are on your way to being the successful small business owner you envisioned. You’re now your own boss, but your lash artist journey is just beginning. Your business will need your ongoing support to continue to thrive. Caring for Lash Extensions: Educating Your Clients As a lash extension entrepreneur, it’s not just about providing excellent services but also about educating your clients on how to care for their lash extensions properly. Proper aftercare is crucial for maintaining the longevity and health of lash extensions. Educating your clients will not only ensure their satisfaction but also reduce the risk of potential damage to their natural lashes. Here are some essential tips to include in your aftercare education: Avoid Oil-Based Products: Advise your clients to steer clear of oil-based makeup removers, cleansers, and skincare products. Oil can break down the adhesive and cause premature lash extension loss. Recommend water-based or lash extension-safe products for makeup removal and cleansing. Gentle Cleansing: Instruct clients to clean their lash extensions regularly using a gentle, oil-free lash cleanser and a soft brush. Cleaning lashes removes dirt, debris, and bacteria, promoting lash health and preventing infections. Avoid Excessive Moisture: Advise clients to avoid excessive exposure to water, steam, or humidity for the first 24-48 hours after lash application. Water can weaken the adhesive bond during the initial curing period. No Mascara on Extensions: Emphasize that mascara should not be applied directly to lash extensions, as it can cause clumping, damage the lashes, and create a need for more frequent fills. Handle Lashes with Care: Advise clients against rubbing, pulling, or tugging at their lash extensions. Encourage them to treat their lashes gently during application and cleansing to minimize premature shedding. Use a Silk or Satin Pillowcase: Suggest using a silk or satin pillowcase to reduce friction on the lashes during sleep, helping to maintain their shape and extend their lifespan. Regular Refills: Educate clients about the importance of regular lash extension refills. Lash extensions shed naturally with the growth cycle of the natural lashes. Regular refills every 2-3 weeks will keep the lashes looking full and fresh. Avoid DIY Removal: Strongly discourage clients from attempting to remove their lash extensions at home. Improper removal can damage natural lashes, leading to sparse and weak lashes. Lash Filling Etiquette: Advise clients to arrive at their lash fill appointments with clean lashes, free of makeup and oils. This will ensure a better bond between the new extensions and existing lashes. Know When to Seek Professional Help: Encourage clients to seek professional advice if they experience any discomfort, irritation, or unusual changes in their lash extensions. Prompt action can prevent potential issues from worsening. Aftercare TipDescription Avoid Oil-Based ProductsAdvise clients to avoid oil-based makeup removers, cleansers, and skincare products to prevent premature lash extension loss. Gentle CleansingInstruct clients to clean lash extensions regularly with a gentle, oil-free lash cleanser and soft brush. Avoid Excessive MoistureAdvise clients to avoid excessive exposure to water, steam, or humidity after lash application to maintain adhesive strength. No Mascara on ExtensionsEmphasize not to apply mascara directly to lash extensions to prevent clumping and damage, necessitating more frequent fills. Be Gentle with LashesRemind clients to be gentle when touching or cleansing lashes to avoid premature shedding and maintain lash health. Use a Silk or Satin PillowcaseSuggest using a silk or satin pillowcase to reduce friction on lashes during sleep, preserving their shape and longevity. Regular RefillsEducate clients about the importance of regular lash extension refills every 2-3 weeks to keep lashes full and fresh. Avoid DIY RemovalStrongly discourage clients from attempting DIY removal, as improper removal can damage natural lashes and lead to weakness. Lash Filling EtiquetteAdvise clients to arrive with clean lashes for appointments to ensure better bonding with new extensions. Know When to Seek Professional HelpEncourage seeking professional advice for discomfort, irritation, or unusual changes in lash extensions to address issues promptly. By providing comprehensive aftercare instructions, you demonstrate your commitment to the well-being of your clients and their lash extensions. Well-informed clients are more likely to follow the proper aftercare routine, leading to happier, healthier, and more satisfied customers. Moreover, your clients will appreciate your dedication to their lash health and are more likely to refer others to your lash extension business. Is a Lash Business Profitable? Are lash businesses profitable? According to Giovanni Eyelash Factory, U.S. customers now use more than 40 million pairs of false eyelashes every month, and that incredible amount continues to grow. It only makes sense that more entrepreneurs are finding success in the eyelash business. You can earn money by opening an eyelash salon, and the above 25 steps should help you along the way. Image: Depositphotos This article, "How to Start a Lash Business" was first published on Small Business Trends View the full article

Alternatives to Google Trends include TrendFeed, Muck Rack, Semrush, Treendly, and Trend Hunter. View the full article

Workweeks can go by in a flash. Starting a day can feel like getting on a roller coaster. Strap in, and almost before you can blink, the day is over. And then it is time to start it again. Because you can get immersed in the chaos of the day so quickly, the momentary emotions you experience as you move from one task to another probably get lost in the shuffle. As Barbara Fredrickson and Daniel Kahneman pointed out, though, most of our lives are really experienced through our memories of events rather than the moment of those events themselves. Paradoxically, then, you want to think about how to create memories of a happy work life rather than maximizing the happiness you’re experiencing in the moment. As an analogy to better understand why this approach works, think about your experience of the passage of time. In the moment, time seems longest when you are bored and can pay attention to the passage of time. But then when you are looking back at things, time seems longest when you are doing the most new things that serve as landmarks in your memory for time that has passed. So, days that seem long don’t feel long when you look back on them, but days that fly by may seem long in memory. Understand the paradox of ambition You are energized by dissatisfaction. Engaging in a goal to perform an action requires that there is something you would like to achieve or something you would like to avoid and you have not yet succeeded. After all, if you have everything you want in life, there is no reason to do anything. One place that manifests at work is in the desire for promotion and recognition. When you aspire to another role or greater responsibility, you derive your motivational energy from being dissatisfied with your current situation. That can cause you to focus on aspects of your current role or employer that are less than ideal. On a day-to-day basis, then, your ambition is going to make you feel less positively about work than you would if you were satisfied with your role. That doesn’t mean that you can’t be happy if you’re ambitious. You have to find your satisfaction by looking at your trajectory rather than at your current state. Feel good about improvements in your skills and the things you have accomplished. Focus on the relationships you have developed at work and the impact your work is having. By expanding your time horizon for thinking about your work, you can enable yourself to be both ambitious and also pleased with your progress. Celebrate your wins Because you probably have a lot on your to-do list, it is common to complete a task and immediately move on to the next thing. As a result, you focus on the intensity of the work you’re doing, but don’t have an opportunity to reflect on the value of something you have finished. Take the time to celebrate the wins you participate in. When a client signs a contract, a sale closes, or a report gets distributed to a big audience, take a little victory lap. Reflect on the impact that your work is having on your organization and the people it serves. Those few moments you spend in celebration will help you to remember the important influence your work has on the success of your team and your organization. That will increase your overall satisfaction with your work. Look for joy moments Sometimes, there aren’t natural chances to celebrate a particular win. That doesn’t mean that you aren’t contributing to important positive outcomes. You may have to seek out chances to enjoy the work you’re doing and its impact. If you have a really enjoyable and productive meeting with a team, call it out at the end. Talk about how much you enjoy the time you spend with them. If your work contributes to positive outcomes you don’t see directly, find ways to acknowledge those as well. I encourage the staff I work with at the University of Texas to walk outside during the busy times of the semester to remind themselves that the work they do is contributing to the college experiences of so many students. While they may not see the direct influence of a specific project on students, without this collective effort, those blissful college years would not be as rich. Celebrate your colleagues Often (particularly if you are ambitious) you may treat the accolades and successes in your organization as a zero-sum game—meaning that if someone else hits a home run or gets acknowledged for their contribution, then that diminishes your own standing. But that’s simply not true. You and your colleagues are all on the same team. If a colleague gets a promotion, lands a big sale, or solves a huge problem, celebrate their efforts. Take pride in being on the team with other talented people. This shared joy in the successes of others creates a sense of camaraderie that brings satisfaction to your work. It also lays the groundwork for other people to share genuinely in your successes. After all, the world could always use a little more celebration. Embrace every opportunity to share the joy of your community. View the full article

Even tech giant Apple couldn’t prevent its artificial intelligence from making things up. Last month, the company suspended its AI-powered news alert feature after it falsely claimed a murder suspect had shot himself, one of several fabricated headlines that appeared under trusted news organizations’ logos. The embarrassing pullback came despite Apple’s vast resources and technical expertise. Most users probably weren’t fooled by the more obvious errors, but the incident highlights a growing challenge. Companies are racing to integrate AI into everything from medical advice to legal documents to financial services, often prioritizing speed over safety. Many of these applications push the technology beyond its current capabilities, creating risks that aren’t always obvious to users. “The models are not failing,” says Maria De-Arteaga, an assistant professor at the University of Texas at Austin McCombs School of Business. “We’re deploying the models for things that they’re not fit for purpose.” As the technology becomes more embedded in daily life, researchers and educators face two distinct hurdles: teaching people to use these tools responsibly rather than over-relying on them while also convincing AI skeptics to learn enough about the technology to be informed citizens, even if they choose not to use it. The goal isn’t simply to try to “fix” the AI, but to learn its shortcomings and develop the skills to use it wisely. It’s reminiscent of how early internet users had to learn to navigate online information, eventually understanding that while Wikipedia might be a good starting point for research, it shouldn’t be cited as a primary source. Just as digital literacy became essential for participating in modern democracy, AI literacy is becoming fundamental to understanding and shaping our future. At the heart of these AI mishaps are the hallucinations and distortions that lead AI models to generate false information with seeming confidence. The problem is pervasive: In one 2024 study, chatbots got basic academic citations wrong between 30% and 90% of the time, mangling paper titles, author names, and publication dates. While tech companies promise these hallucinations can be tamed through better engineering, De-Arteaga says researchers are finding that they may be fundamental to how the technology works. She points to a paper from OpenAI—the same company that partnered with Apple for news summarization—which concluded that “well-calibrated” language models must hallucinate as part of their creative process. If they were constrained to only produce factual information, they would cease to function effectively. “From a mathematical and technical standpoint, this is what the models are designed to do,” De-Arteaga says. Teaching literacy As researchers acknowledge that AI hallucinations are inevitable and humans naturally tend to put too much trust in machines, educators and employers are stepping in to teach people how to use these tools responsibly. California recently passed a law requiring AI literacy to be incorporated into K-12 curricula starting this fall. And the European Union’s AI Act, which went into effect on February 5, requires organizations that use AI in their products to implement AI literacy programs. “AI literacy is incredibly important right now, especially as we’re trying to figure out what are the policies, what are the boundaries, what do we want to accept as the new normal,” says Victor Lee, an associate professor in the Graduate School of Education at Stanford University. “Right now, people who know more speak really confidently and are able to direct things, and there needs to be more societal consensus.” Lee sees parallels to how society adapted to previous technologies. “Think about calculators—to this day, there are still divides about when to use a calculator in K-12, how much you should know versus how much the calculator should be the source of things,” he says. “With AI, we’re having that same conversation often with writing as the example.” Under California’s new law, AI literacy education must include understanding how AI systems are developed and trained, their potential impacts on privacy and security, and the social and ethical implications of AI use. The EU goes further, requiring companies that produce AI products to train applicable staff to have the “skills, knowledge and understanding that allow providers, deployers and affected persons . . . to make an informed deployment of AI systems, as well as to gain awareness about the opportunities and risks of AI and possible harm it can cause.” Both frameworks emphasize that AI literacy isn’t just technical knowledge but about developing critical thinking skills to evaluate AI’s appropriate use in different contexts. Amid a marketing onslaught by Big Tech companies, the challenge facing educators is complex. Recent research published in the Journal of Marketing shows that people with less understanding of AI are actually more likely to embrace the technology, viewing it as almost magical. The researchers say this “lower literacy-higher receptivity” link suggests “that companies may benefit from shifting their marketing efforts and product development towards consumers with lower AI literacy.” The goal isn’t to dampen openness to new technology, educators say, but to combine it with critical thinking skills that help people understand both AI’s potential and its limitations. That’s especially important for people who tend to lack access to the technology, or who are simply skeptical or fearful about AI. For Lee, successful AI literacy requires seeing through the magic. “The anxiety and uncertainty feeds a lot of the skepticism and doubt or non-willingness to even try AI,” he says. “Seeing that AI is actually a bunch of different things, and not a sentient, talking computer, and that it’s not even really talking, but just spitting out patterns that are appropriate, is part of what AI literacy would help to instill.” At the City University of New York, Luke Waltzer, director of the Teaching and Learning Center at the school’s Graduate Center, is leading a project to help faculty develop approaches for teaching AI literacy within their disciplines. “Nothing about their adoption or their integration into our ways of thinking is inevitable,” Waltzer says. “Students need to understand that these tools have a material basis—they’re made by men and women, they have labor implications, they have an ecological impact.” The project, backed by a $1 million grant from Google, will work with 75 professors over three years to develop teaching methods that examine AI’s implications across different fields. Materials and tools developed through the project will be distributed publicly so other educators can benefit from CUNY’s work. “We’ve seen the hype cycles around massively open online courses that were going to transform education,” Waltzer says. “Generative AI is distinct from some of those trends, but there’s definitely a lot of hype. Three years lets things settle. We will be able to see the future more clearly.” Such initiatives are spreading rapidly across higher education. The University of Florida aims to integrate AI into every undergraduate major and graduate program. Barnard College has created a “pyramid” approach that gradually builds students’ AI literacy from basic understanding to advanced applications. At Colby College, a private liberal arts college in Maine, students are beefing up their literacy with the use of a custom portal that lets them test and compare different chatbots. Around 100 universities and community colleges have launched AI credentials, according to research from the Center for Security and Emerging Technology, with degree conferrals in AI-related fields increasing 120% since 2011. Beyond the classroom For most people, learning to navigate AI means sorting through corporate marketing claims with little guidance. Unlike students who will soon have formal AI education, adults must figure out on their own when to trust these increasingly prevalent tools—and when they’re being oversold by companies eager to recoup massive AI investments. This self-directed learning is happening quickly: LinkedIn found that workers are adding AI literacy skills such as prompt engineering and proficiencies with tools like ChatGPT at nearly five times the rate of other professional skills. As universities and lawmakers try to keep up, tech companies are offering their own classes and certifications. Nvidia recently announced a partnership with California to train 100,000 students, educators, and workers in AI, while companies like Google and Amazon Web Services offer their own AI certification programs. Intel aims to train 30 million people in AI skills by 2030. In addition to free online AI skills courses offered by institutions like Harvard University and the University of Pennsylvania, people can also learn AI basics from companies like IBM, Microsoft, and Google. “AI literacy is like digital literacy—it’s a thing,” De-Arteaga says. “But who should teach it? Meta and Google would love to be teaching you their view of AI.” Instead of relying on companies with a vested interest in selling you on AI’s utility, Hare suggests starting with AI tools in areas where you have expertise, so you can recognize both their utility and limitations. A programmer might use AI to help write code more efficiently while being able to spot bugs and security issues that a novice would miss. The key is combining hands-on experience with guidance from trusted third parties who can provide unbiased information about AI’s capabilities, particularly in high-stakes areas like healthcare, finance, and defense. “AI literacy isn’t just about how a model works or how to create a dataset,” she says. “It’s about understanding where AI fits in society. Everyone—from kids to retirees—has a stake in this conversation, and we need to capture all those perspectives.” View the full article

In his last semester at college, in between studying labor law and environmental impact assessment, Alex Elderbroom took a class on something very different: how to build a tiny house. In the class, at Paul Smith’s College in upstate New York—a school that mixes traditional academics with more practical courses—a small group of students spent three months last fall going through each step of the construction process, from planning and purchasing materials to building basic furniture for the finished 8-by-10-foot space. Elderbroom, who just graduated, happens to already rent a tiny cabin. He was interested in learning how to build one of the homes himself. “It seems like a good set of skills to have,” he says. “And I feel like it’s a type of living that’s more rewarding than having a big house.” [Photo: courtesy Paul Smith’s College] He had some construction experience, but others started from scratch. “Sometimes, it wasn’t apparent that some of them had even held a hammer before,” says associate professor Deb Naybor, who teaches the class. “So we started a very basic support safety training, just showing them techniques.” “It’s a life skill,” says Derek Grant, a senior majoring in natural resources management. “Anybody would benefit from learning it.” It’s not the only college with a tiny house class. Laney College, in California, also has a tiny house program. But Naybor now plans to take the idea a step farther. In a future version of the class, students will have the opportunity to buy materials so they can each build a tiny house on wheels of their own—and take it with them when they graduate. “I always joke with the parents that if things don’t work out and [the students] don’t get a job right away, they can move the tiny house into their parents’ driveway and live there until they find a good job,” she says. Even in the school’s remote location in the Adirondack Mountains, rents in the nearest town can be hard for students to afford, says Elderbroom. Nationally, rent is unaffordable for around half of all tenants, according to a Harvard report from January. For recent graduates who may not immediately land a lucrative job, the challenge is even greater. [Photo: courtesy Paul Smith’s College] The basic structure that students built last semester cost only around $2,800 in materials, though it didn’t include a kitchen and a bathroom. A fully livable home could potentially cost between $5,000 and $6,000, Naybor says, if students do the labor themselves. (She also notes that the cost of tiny houses varies hugely: something with luxury finishes in an expensive Bay Area city might cost as much as $300,000.) Though the houses can be cheap to build, zoning is a challenge. Some states and cities have embraced accessory dwelling units (ADUs) as part of a solution to the housing crisis. Other locations still haven’t, and only a handful of cities allow tiny houses on wheels. Finding land for a tiny house is another challenge, assuming that a recent graduate’s new job doesn’t happen to be near a relative with extra backyard space. Naybor advocates both for tiny houses as ADUs and for tiny-house villages that can host multiple homes. She also argues that more people should rethink their conception of what a home should look like, and how expensive it has to be. “The average American house is $420,000 right now,” she says. “Young people would have to be making $100,000 a year to get a 30-year mortgage, never mind coming up with the down payment . . . you could live in a tiny house and pay it off in 10 years.” She lives in a $50,000 tiny house herself, and takes her classes to visit it. “I say, ‘This could be a choice for you, rather than feeling like you have to grow into the same house you grew up with,'” she says. View the full article

YouTube isn’t just a website anymore. And computers and smartphones aren’t even the primary ways that people watch YouTube content, either. YouTube CEO Neal Mohan, in his annual letter to the YouTube community yesterday, wrote, “TV has surpassed mobile and is now the primary device for YouTube viewing in the U.S.” At the same time, he said, creators “have moved from filming grainy videos of themselves on desktop computers to building studios and producing popular talk shows and feature-length films.” Ahead of posting his letter, Mohan spoke with Fast Company about how YouTube—which is celebrating its 20th year—is responding to changing viewer habits and giving creators on the platform the tools they need to be “the new Hollywood.” This interview has been edited for length and clarity. What do you think is innovative about YouTube’s transition to the living room? When people turn on the TV, they’re turning on YouTube—especially young people. So television really is YouTube these days. That’s an overnight success that’s been many years in the making. We’ve been investing heavily in the viewer and consumer experience of YouTube on living room screens. Then, for creators: Creators really are the new Hollywood. They’re the new forms of entertainment. They’re building creator-led studios. In some ways they’re the new startup economy in Hollywood. They’re hiring people, they’re providing jobs to lots of people, and they really are about this new form of entertainment. Has YouTube fundamentally changed as a result? YouTube really is kind of its own thing. We’re not a social media platform. People don’t go there to connect with their friends. They come to watch their favorite type of content, whether it’s a podcast, a creator, traditional media, live sports. We’re also not a traditional broadcaster. We’re something that’s in its own lane. You come to YouTube if you want to watch a 15-second YouTube Short, a 15-minute long-form video from your favorite creator, or a 15-hour livestream. One of the big sort of stories this year has been about the growth of podcasters on YouTube, particularly video podcasters. And interestingly, one of the places where we all consume those podcasts is on television screens. There’s over a billion hours of YouTube consumed on television screens globally every single day. The living room is our fastest-growing screen. Of the top creators on YouTube, the number who get the majority of their watch time from the living room has grown 400% year on year. And the number of creators who earn the most revenue through their living room consumption has grown 30% year on year. What have you heard from creators about what they need to succeed on traditional TV sets, and how have you responded? We’ve invested heavily in bringing the interactivity that we all, as viewers, love about YouTube to the living room screen, whether through more prominent abilities to subscribe, so that creators can grow their subscription counts, [or] through linking, so links that creators have in their videos are more seamless through QR codes on screens. It’s also about having a second-screen experience by linking your phone to the television set. You may have noticed that when you go to a creator’s channel page on YouTube, you get this cinematic experience of their content. [YouTube allows] creators to organize their videos in terms of episodes and seasons. And then finally, AI plays a big role in terms of empowering creators and human creativity. For example, allowing creators to auto-dub their videos in multiple languages seamlessly and automatically when they upload a video, or helping creators solve the blank-screen problem, working with Gemini integrated directly into YouTube Studio so that you can cowrite with Gemini and produce a script for your video. Is it a challenge to move to the living room screen, or is that viewing experience just the same thing, only bigger and further from the keyboard? The living room screen was our fastest-growing screen before the pandemic—back all the way to 2019—through the pandemic, and obviously since then. So it’s been a very big area of investment for us. We have worked closely with our device manufacturer partners—people who make connected TVs—to create a world-class living room experience. What is exciting from my perspective is that I think we’re just getting started. The opportunity before us, especially around the world, is enormous. What comes next? Our job is to build the world’s best stage. All of our technological investment, all of our product innovation, is about building that stage. One of the fastest-growing sort of sleeper-success products on the living room is actually YouTube Shorts, which you think of as like a mobile-only type of a product. But lots and lots of Shorts consumption viewership happens in the living room. And [we’re going to continue] to double down our investments in AI to really empower human creativity. So those are two areas that you should expect to see more from us in 2025. You’re still pretty new to this role. How would you describe your personal touch at YouTube? What’s the Neal imprint? I’ve been at YouTube for a very long time, almost a decade. And my relationship with YouTube actually goes back to before either I or YouTube were part of Google, so almost 17, 18 years. As I’ve been in the CEO role now for the last couple of years, I would say my focus is to continue to do a lot of those things that I’ve done: first, really focusing on technology and product innovation. I’m a technologist at heart, but I also love media. View the full article

Explore free Google SEO tools to optimize your site, track performance, and improve search rankings. View the full article

Are you thinking of starting a small business? If so, you will need to create a website to promote your online business and connect with your customers. Building your own website can seem challenging, but it doesn’t have to be! In this post, we provide 26 tips for creating your first small business website. We’ll cover everything from choosing the best web hosting company to designing your site. Follow these tips, and you will be well on your way to having a successful online presence for your business. Choose the Right Hosting Company When it comes to hosting your small business website, you want to choose a hosting provider that is reliable and has a good reputation. You also want to make sure that the company offers good customer service to help you with any questions or problems that arise. The best way to find out which web hosting company is right for you is by reading reviews and learning about each company’s pros and cons. Going with Bluehost might be a good idea if you are on a budget since they offer shared hosting plans starting at $13 per month. SiteGround is another good option, and they offer shared hosting plans starting at around $5 per month. In addition, their plan includes a free domain name registration when you set up a hosting account with them. If you are looking for a more robust hosting plan, then WP Engine might be the right hosting provider for you. Their hosting services include managed WordPress hosting plans, and WordPress users can put together a stunning, mobile-friendly website in mere minutes. This type of hosting is perfect if you want a fast, reliable, and secure website. Pick Your Website Address Wisely The next step is to pick your website address, and your address URL (domain name) for your entire site will be based on it. It will speak volumes for your business, too, and a good website address should be a part of the website features list. So when you pick your address, you want to make sure that it is easy to remember and includes the keywords you want to rank for in search engines. Doing so will make it easy for people to find your business online and grow your traffic. An excellent example of this would be if you own a pizza restaurant. You might want to choose a website address like pizza-restaurant-name.com or, even better—pizza.com. If you have a hard time coming up with a good website address, there are plenty of domain name generators online that can help you develop ideas. Just make sure that the website address is available for purchase before registering it. If you really want to optimize your domain name, several fantastic tools exist for finding imaginative domain names. Pick a Good Website Builder Once you’ve determined that a website builder works for you, it’s time to choose one. If you are on a budget, then we recommend using WordPress’s free website builder. However, while a WordPress website is free to start, you can realistically expect pricing for WordPress software to fall between $11 and $40 per month after paying a one-time fee of about $200. Additionally, there are many tutorials available online that can assist you in the process of setting up a WordPress site. If you are looking for other professional website builders, then Squarespace might be the one for you. They offer beautiful templates that are easy to use, and business plans start at $18/month. Plus, they offer a 14-day free trial, so you can test out the platform before committing. Wix is another popular website builder that offers a wide range of templates and features. They also offer a free trial to try out the platform before committing to a paid plan. Wix’s unlimited plan for entrepreneurs and freelancers starts at $18/month and increases in price depending on your needs (e.g., more storage space, visitor analytics). Other good website builders include: GoDaddy: This popular website builder is perfect for startups. Plans range from $9.99 to $24.99/month. Weebly: Offering a fantastic free plan, Weebly lets you build a professional website. Later, you can use it to grow along with your online company for under $20/month. SITE123: This website builder is great for small businesses that want site speed reliability without all the bells and whistles. They offer two plans—a free plan and a premium plan for under $13/month. Duda: This mobile-responsive website builder excels in delivering clean, refined web design and extensive customization options. Duda Plans range from $14 to $44 per month. If you’re a small business owner who’d like to learn about free website builders for your small business, be sure to check out Small Business Trend’s article about 20 Free Website Builders For Your Small Business. Plan for Future Expansion if you think you’ll expand your business in the future, it’s important to plan for it in advance when designing your website. Make sure that your website is easy to update and add new pages as your business grows. Additionally, choose a platform that can handle increased traffic and bandwidth needs. A WordPress site can keep up with a small company’s expansion, but some other excellent website platforms that are flexible and powerful enough to grow with you include Wix or Squarespace. Of course, GoDaddy is fine for growth, too, if you want a no-frills website. Two of the best ones that allow eCommerce and bigger stores to expand are Shopify and BigCommerce. Also, if you are tech-savvy, Joomla and Drupal are great open-source options. Have a Professional Website Design A professionally-designed website is paramount to the overall success of your business. The best websites are easy to use, fast-loading, and optimized for mobile devices. When customers visit your site, they need to know who you are and what you sell within seconds. If they can’t figure out how to navigate through your site or find what they’re looking for, then the chances are good that they will leave your site and go somewhere else. Additionally, when you design with a professional touch, the design for a business site should include a logo that speaks to your brand. It should also feature high-quality images and videos, clear calls to action, easy navigation, quick loading time on all pages of the site (including behind-the-scenes), and security features. Website templates can help you get started with a professional website design. Still, if you don’t know where to start, it’s probably best to hire a professional web designer who understands your business and can create a site that accurately represents your brand. They will be able to help you create a website that not only looks great but also converts visitors into customers. When you hire a professional web design agency, they will be able to help you with everything from choosing the right domain name and website builder to creating an attractive logo that speaks to your brand. Here are some tips for finding the right web design agency: Look for an agency that specializes in small business sites. Request case studies and a portfolio of their work. Ask for references from past clients. Make sure the agency offers a free consultation to discuss your needs and get an estimate. Compare prices before making a decision. Be sure to ask about hidden fees (e.g., design changes). Plus, many agencies offer affordable monthly packages, so you won’t have any upfront costs or hidden fees. You can also ask them about other services, such as social media management or optimizing your website copy for search engines if you’re interested in growing your business online. If your budget is tight, it’s typically best to start with a free website builder and spend just a few dollars per month for hosting. You can always hire an agency to help build more robust features into your site later on down the road when it makes sense for your business. Get an SSL Certificate Straight Away If you want to accept payments from customers online, it’s essential that your website has an SSL certificate. An SSL certificate stands for Secure Sockets Layer and is a security protocol used by websites to secure the connection between visitors’ web browsers and their servers. It encrypts data, so hackers can’t access it without having an encryption key. SSL certificates are important for small businesses because they help protect customer data and increase customer trust. Even if consumers aren’t aware of what an SSL is, 78% of them say they are reassured when they see the familiar padlock symbol associated with an SSL certificate in their browser. If your website doesn’t have an SSL certificate, then you’re at risk of losing customers who might not want to take their chances with a site that doesn’t have one (especially if they’re making payments online). Plus, Google can penalize sites that don’t have SSL certificates by lowering their search engine rankings. You can get a free SSL certificate from Let’s Encrypt or pay for it through your domain registrar or web hosting company. Look at Similar Small Business Websites for Inspiration If you’re not sure what you want your website to look like, it’s a good idea to look at similar small business sites for inspiration. That way, you get an idea of the types of features and design elements you might want to include on your site. You can find examples of some by doing a Google search for “small business websites” or by browsing through some of the top design galleries online. Keep in mind that you don’t want to copy another business’s website—you should aim to create a site that is unique and reflects your brand. But looking at other small business sites can give you some great ideas for what you might want to include on your own site. It’s also a good idea to check out the websites of local small businesses in your area so you can see what they’re doing and get some inspiration for what might work best for you, too. Install Plugins to Boost Your Website’s Features Plugins can enhance your small business website by adding features such as a contact form, a search bar, or advanced SEO tools. If you aim for your website to provide more than just basic information about your business, installing WordPress plugins is a smart choice to increase its functionality. However, keep in mind that using too many plugins can be detrimental, and there are numerous high-quality free and paid plugins available for WordPress. We recommend starting with the following plugins: Yoast SEO Plugin: Optimizes your website for search engines, making it easier for potential customers to find you online. MonsterInsights: Tracks your website’s traffic and sees how people are finding your site. Jetpack: Provides a ton of features and options, including social media integration, security enhancements, and image optimization. WPForms: Creates custom forms, such as contact forms, payment forms, survey forms, and more. SeedProd: This enables you to build pages for your site, including an attractive coming soon page designed to capture leads while your small business website is under development. Choose a Suitable WordPress Theme Once you’ve installed the plugins you need, it’s time to choose a theme for your website. This theme is the design and layout of your site, and there are thousands of themes available. When choosing one, it’s important to make sure that it is responsive—meaning it will look good on all devices, from desktop computers to phones and tablets. The following themes are great for small businesses because of their responsiveness, ease of use, and mobile-friendly attributes: Divi Divi is a versatile drag-and-drop page that comes with 46 content elements and 20 layouts that allow you to get ready and create your website immediately. This functionality makes the theme completely unique and more comprehensive in terms of user experience. XTheme X Theme by Theme.co is a multipurpose theme that has four unique designs that you can use for your website. It also includes over 40 modules and 20 widget areas which give you plenty of flexibility when creating your website. OceanWP Offering a free, flexible theme that is highly customizable, lightweight, and easy to use, OceanWP is a great option for small businesses. Features that set it apart include a mobile-friendly appearance, responsive design, and lightning-fast loading capabilities. BeTheme BeTheme has over 650+ pre-built websites that can be quickly customized and put into production without any coding. It also includes a drag-and-drop builder, 20 header styles, unlimited color options, and more. Astra Astra is a versatile and lightweight multipurpose theme that works effortlessly with popular page builders and eCommerce plugins. With its extensive features, including unlimited layouts and an attractive design, it is particularly well-suited for restaurants, niche sites, and various other applications, including a small business website. Let’s add a word of warning here about themes that advertise themselves as “completely free.” Some experts caution against using them since some aren’t as secure as the ones you buy. Still, you don’t have to make getting your theme a huge expense—even investing a small amount of money in one can help keep your site secure. Simple is Better Whether you’re working with a designer or just choosing a template, you want to keep the design elements simple on your business website and not have flashy colors (unless, of course, busy and flashy are aligned with your brand). Too much going on will only confuse and distract visitors from what you want them to do, which is buy from you. While simplicity is the goal, you should also know how to pick colors for your business website. A good rule of thumb is to use a maximum of no more than three colors. Likewise, only use two or three different fonts and make sure they are easy to read. Have a Contact Page New customers and long-term shoppers alike need a way to get in touch with you through your business website, so it’s important to include a Contact Us page or something similar on your site. Your contact page should consist of information like your business address, phone number, email address and a form that allows customers to send you a message. Numerous WordPress plugins, including WPForms and Gravity Forms, enable you to easily create a contact form. Another option is to have a live chat feature that lets you have a more personal and meaningful conversation with your online visitors. Search Engine Optimization is Key Search engine optimization (SEO) is the practice of improving the ranking of your website on search engines like Google, Yahoo, and Bing. The practice matters because it can help your website appear on the first page of search results when potential clients look for the products and services you offer. This is often referred to as organic traffic, and it’s important because studies show that 75% of users don’t go beyond the first page of search results. Some of the best ways to improve your website’s SEO and site performance include: Creating high-quality content that is relevant to your target audience and adding keywords and phrases throughout your website Including on-page optimization and optimizing your images for online searches Using social media to share your content and increase your website’s exposure Creating a blog and including keywords in the titles and posts Building backlinks to your website from other high-quality websites Adding keywords to your website’s title tag, meta description, and header tags. Also, the search engine results pages, or SERPs, are constantly changing, so it’s crucial to stay up-to-date on the latest techniques for improving your site’s traffic. Invest in SEO Tools To improve your website’s SEO, you need access to the right tools. Thankfully, there are many great SEO tools available that can help you with everything from keyword research to backlink analysis. Some of the most popular SEO tools include: Moz Pro Google Analytics SEMrush Ahrefs Keyword Finder Ubersuggest Google Search Console While each of these tools is effective for enhancing your website’s SEO, it’s crucial to understand that no single tool can ensure success. Thus, utilizing a diverse range of tools and techniques is vital for achieving optimal results. Consider Having a Content Management System A content management system (CMS) is a software application that allows you to create, edit, and publish digital content from a central location. A CMS is important because it can help you manage your website’s content more effectively, which can improve your website’s SEO and traffic. Many don’t require deep technical knowledge to use them, either. Some of the most popular CMSs include: WordPress.org Hubspot CMS Hub Wix BigCommerce Ghost Magento Textpattern Optimize Your Small Business Website for Mobile To provide a great experience for your mobile visitors, it’s important to optimize your small business website for mobile devices. You can accomplish this by using a responsive design or creating a separate mobile version of your website. Additionally, you can use tools like Google’s Mobile-Friendly Test to check how well your website performs and how user-friendly it is on mobile devices. Internal and External Links are Important Hyperlinks, or simply “links,” are an important part of any website, and they can be used to improve your website’s SEO and traffic. Internal links point from one page on your website to another. External links, on the other hand, are links that point to pages outside of your website. Internal and external hyperlinks are important because they help Google and other search engines understand your website’s structure and content. Additionally, they can help you increase traffic to your website by providing more opportunities for people to click through to your pages. Add Social Media Integration Social media integration can help you improve your website’s traffic and engagement. By adding social media buttons to your website, you make it easy for visitors to share your content on their favorite social networks. Additionally, social media integration can help you track how well your content is performing on social media. Here are a few ways to add social media integration: Add a Facebook Like button to your website and blog posts so that visitors can easily like them on Facebook. Install a Twitter Follow button so that visitors can follow you on Twitter without leaving your site. Add a Tweet This button to make it easy for people to share your content with their followers. Auto-publish your blog posts to your social media profiles so that your followers can see them as soon as they’re published. Create a social stream to display your latest social media updates on your website. Have an Online Store or Booking Section If you have a product to sell, it’s vital to have an online store or booking section on your website. An eCommerce site can help you grow your small business by letting customers purchase your products from their computers, tablets, and mobile phones. Additionally, many eCommerce platforms allow you to track sales and inventory so that you know how well your products are selling. Use Professional Photography and Images If you’re selling products or services, it’s important to use professional photography and images on your website. These help visitors understand what you offer and can be used to show off your products or services in action. If you don’t have the budget for a professional photographer, there are plenty of options available online. You can purchase stock photos from sites like iStockPhoto, Shutterstock, and Dreamstime. However, resist the urge to use low-quality stock images. If you are not willing to invest in professional-looking images, it’s best just to skip it altogether. Also, from a design standpoint, images should be used sparingly and only if they support the message you’re trying to communicate. Use Reviews and Testimonials Small business owners can enhance their credibility through reviews and testimonials. Therefore, if you have received positive feedback from your satisfied customers, make sure to showcase them on your small business website. This can persuade visitors to choose your services. A few ways to incorporate reviews and testimonials into your site are: Add a link in the footer of every page so that visitors can see them no matter where they are. Link to reviews and testimonials in your email marketing campaigns so that new subscribers can learn more about you without leaving their inboxes. Add a link to reviews or testimonials on your social media profiles so that visitors who click through from there can readily find positive feedback about you. Utilize Video Elements in Your Small Business Website Video is an excellent way to engage website visitors and can be used to explain your products or services in more detail. Additionally, including videos on your website can help improve your SEO results. There are a few ways to add videos to your site: Embed videos from popular video-sharing sites like YouTube and Vimeo. Upload videos directly to your website’s server. Create a video landing page to introduce visitors to your business and its products or services. Implement User-Friendly Navigation User-friendly navigation is crucial for keeping visitors engaged on your site. A clear, intuitive menu structure helps users find information quickly and easily. Consider incorporating dropdown menus for subcategories, and always ensure your navigation is accessible from every page. Additionally, having a search bar can be immensely helpful, especially for content-rich websites. Prioritize Page Loading Speed A slow website can deter visitors and negatively impact your SEO. Optimize your website’s loading speed by compressing images, minimizing the use of heavy scripts, and choosing a fast web hosting service. Tools like Google’s PageSpeed Insights can help you analyze and improve your site’s speed. Ensure Consistent Branding Consistent branding throughout your website fosters trust and recognition. The color scheme, font selections, and overall design of your small business website should reflect your brand identity. This consistency must also carry over to all your digital assets, such as social media profiles and email marketing templates, in order to establish a unified brand experience. Integrate Customer Feedback Mechanisms Incorporate features that allow customers to give feedback easily. This could be through simple surveys, comment sections, or a dedicated feedback form. Customer feedback is invaluable for improving your website and services. Plus, showing that you value customer opinions can strengthen your relationship with your audience. Regularly Update Content Keep your website fresh and relevant by regularly updating your content. This includes not only blog posts or news sections but also updating product descriptions, prices, and any company news. A website that’s regularly updated with valuable content can improve SEO, engage visitors, and position your business as an active and current player in your industry. Test, Test, Test! The best way to make sure that your website is effective is to test it regularly. This method lets you learn and tweak things as you go. Make sure that you track how well each element performs so that you can make changes as needed. Additionally, use analytics to see how visitors are interacting with your website. This information can help you decide what content to keep, change or remove. No.TopicSummary 1Hosting & DomainChoose reliable hosting, like Bluehost or SiteGround. Pick a memorable domain name with keywords. 2Website BuilderOpt for WordPress, Squarespace, or Wix for easy site creation. Professional web designers are an option. 3Design & SEOPrioritize user-friendly design, mobile optimization, and SEO. Use tools like Yoast and Moz for SEO. 4Social & eCommerceIntegrate social media buttons, share tools, and consider an online store for product/service sales. 5Testing & AnalyticsRegularly test website elements, track user behavior, and make improvements using tools like Google. Conclusion In today’s digital age, a well-designed and strategically optimized small business website is a crucial tool for establishing your online presence and engaging with your target audience. By incorporating the strategies outlined in this guide, you can create a website that not only showcases your products or services but also effectively converts visitors into customers. From selecting the right hosting company and domain name to optimizing for mobile devices and maximizing conversion rates, each step plays a vital role in ensuring your website’s success. Remember that your website is a dynamic entity that requires constant attention and adaptation. Regularly analyze user behavior, track key performance indicators, and make data-driven adjustments to continually improve your website’s effectiveness. Whether you’re a startup or an established small business, investing time and effort into building and maintaining a user-friendly, visually appealing, and conversion-focused website can yield significant returns in terms of brand growth, customer engagement, and overall business success. As technology and user preferences evolve, staying up-to-date with the latest trends and best practices in website design and optimization will help you maintain a competitive edge and continue to deliver value to your audience. With a strong foundation and a commitment to continuous improvement, your small business website can become a powerful tool that supports your business goals and fosters lasting customer relationships. Start Creating Your Small Business Website Today Now that you have read the tips, it’s time to put them into action! Start by creating a list of the most important things you want your website to accomplish. From there, begin designing and building your site using these tips as a guide. And don’t forget to test, test, and test along the way to make sure that you’re getting the results you want. Image: Depositphotos.com This article, "Tips for Building Your First Small Business Website" was first published on Small Business Trends View the full article

Are you thinking of starting a small business? If so, you will need to create a website to promote your online business and connect with your customers. Building your own website can seem challenging, but it doesn’t have to be! In this post, we provide 26 tips for creating your first small business website. We’ll cover everything from choosing the best web hosting company to designing your site. Follow these tips, and you will be well on your way to having a successful online presence for your business. Choose the Right Hosting Company When it comes to hosting your small business website, you want to choose a hosting provider that is reliable and has a good reputation. You also want to make sure that the company offers good customer service to help you with any questions or problems that arise. The best way to find out which web hosting company is right for you is by reading reviews and learning about each company’s pros and cons. Going with Bluehost might be a good idea if you are on a budget since they offer shared hosting plans starting at $13 per month. SiteGround is another good option, and they offer shared hosting plans starting at around $5 per month. In addition, their plan includes a free domain name registration when you set up a hosting account with them. If you are looking for a more robust hosting plan, then WP Engine might be the right hosting provider for you. Their hosting services include managed WordPress hosting plans, and WordPress users can put together a stunning, mobile-friendly website in mere minutes. This type of hosting is perfect if you want a fast, reliable, and secure website. Pick Your Website Address Wisely The next step is to pick your website address, and your address URL (domain name) for your entire site will be based on it. It will speak volumes for your business, too, and a good website address should be a part of the website features list. So when you pick your address, you want to make sure that it is easy to remember and includes the keywords you want to rank for in search engines. Doing so will make it easy for people to find your business online and grow your traffic. An excellent example of this would be if you own a pizza restaurant. You might want to choose a website address like pizza-restaurant-name.com or, even better—pizza.com. If you have a hard time coming up with a good website address, there are plenty of domain name generators online that can help you develop ideas. Just make sure that the website address is available for purchase before registering it. If you really want to optimize your domain name, several fantastic tools exist for finding imaginative domain names. Pick a Good Website Builder Once you’ve determined that a website builder works for you, it’s time to choose one. If you are on a budget, then we recommend using WordPress’s free website builder. However, while a WordPress website is free to start, you can realistically expect pricing for WordPress software to fall between $11 and $40 per month after paying a one-time fee of about $200. Additionally, there are many tutorials available online that can assist you in the process of setting up a WordPress site. If you are looking for other professional website builders, then Squarespace might be the one for you. They offer beautiful templates that are easy to use, and business plans start at $18/month. Plus, they offer a 14-day free trial, so you can test out the platform before committing. Wix is another popular website builder that offers a wide range of templates and features. They also offer a free trial to try out the platform before committing to a paid plan. Wix’s unlimited plan for entrepreneurs and freelancers starts at $18/month and increases in price depending on your needs (e.g., more storage space, visitor analytics). Other good website builders include: GoDaddy: This popular website builder is perfect for startups. Plans range from $9.99 to $24.99/month. Weebly: Offering a fantastic free plan, Weebly lets you build a professional website. Later, you can use it to grow along with your online company for under $20/month. SITE123: This website builder is great for small businesses that want site speed reliability without all the bells and whistles. They offer two plans—a free plan and a premium plan for under $13/month. Duda: This mobile-responsive website builder excels in delivering clean, refined web design and extensive customization options. Duda Plans range from $14 to $44 per month. If you’re a small business owner who’d like to learn about free website builders for your small business, be sure to check out Small Business Trend’s article about 20 Free Website Builders For Your Small Business. Plan for Future Expansion if you think you’ll expand your business in the future, it’s important to plan for it in advance when designing your website. Make sure that your website is easy to update and add new pages as your business grows. Additionally, choose a platform that can handle increased traffic and bandwidth needs. A WordPress site can keep up with a small company’s expansion, but some other excellent website platforms that are flexible and powerful enough to grow with you include Wix or Squarespace. Of course, GoDaddy is fine for growth, too, if you want a no-frills website. Two of the best ones that allow eCommerce and bigger stores to expand are Shopify and BigCommerce. Also, if you are tech-savvy, Joomla and Drupal are great open-source options. Have a Professional Website Design A professionally-designed website is paramount to the overall success of your business. The best websites are easy to use, fast-loading, and optimized for mobile devices. When customers visit your site, they need to know who you are and what you sell within seconds. If they can’t figure out how to navigate through your site or find what they’re looking for, then the chances are good that they will leave your site and go somewhere else. Additionally, when you design with a professional touch, the design for a business site should include a logo that speaks to your brand. It should also feature high-quality images and videos, clear calls to action, easy navigation, quick loading time on all pages of the site (including behind-the-scenes), and security features. Website templates can help you get started with a professional website design. Still, if you don’t know where to start, it’s probably best to hire a professional web designer who understands your business and can create a site that accurately represents your brand. They will be able to help you create a website that not only looks great but also converts visitors into customers. When you hire a professional web design agency, they will be able to help you with everything from choosing the right domain name and website builder to creating an attractive logo that speaks to your brand. Here are some tips for finding the right web design agency: Look for an agency that specializes in small business sites. Request case studies and a portfolio of their work. Ask for references from past clients. Make sure the agency offers a free consultation to discuss your needs and get an estimate. Compare prices before making a decision. Be sure to ask about hidden fees (e.g., design changes). Plus, many agencies offer affordable monthly packages, so you won’t have any upfront costs or hidden fees. You can also ask them about other services, such as social media management or optimizing your website copy for search engines if you’re interested in growing your business online. If your budget is tight, it’s typically best to start with a free website builder and spend just a few dollars per month for hosting. You can always hire an agency to help build more robust features into your site later on down the road when it makes sense for your business. Get an SSL Certificate Straight Away If you want to accept payments from customers online, it’s essential that your website has an SSL certificate. An SSL certificate stands for Secure Sockets Layer and is a security protocol used by websites to secure the connection between visitors’ web browsers and their servers. It encrypts data, so hackers can’t access it without having an encryption key. SSL certificates are important for small businesses because they help protect customer data and increase customer trust. Even if consumers aren’t aware of what an SSL is, 78% of them say they are reassured when they see the familiar padlock symbol associated with an SSL certificate in their browser. If your website doesn’t have an SSL certificate, then you’re at risk of losing customers who might not want to take their chances with a site that doesn’t have one (especially if they’re making payments online). Plus, Google can penalize sites that don’t have SSL certificates by lowering their search engine rankings. You can get a free SSL certificate from Let’s Encrypt or pay for it through your domain registrar or web hosting company. Look at Similar Small Business Websites for Inspiration If you’re not sure what you want your website to look like, it’s a good idea to look at similar small business sites for inspiration. That way, you get an idea of the types of features and design elements you might want to include on your site. You can find examples of some by doing a Google search for “small business websites” or by browsing through some of the top design galleries online. Keep in mind that you don’t want to copy another business’s website—you should aim to create a site that is unique and reflects your brand. But looking at other small business sites can give you some great ideas for what you might want to include on your own site. It’s also a good idea to check out the websites of local small businesses in your area so you can see what they’re doing and get some inspiration for what might work best for you, too. Install Plugins to Boost Your Website’s Features Plugins can enhance your small business website by adding features such as a contact form, a search bar, or advanced SEO tools. If you aim for your website to provide more than just basic information about your business, installing WordPress plugins is a smart choice to increase its functionality. However, keep in mind that using too many plugins can be detrimental, and there are numerous high-quality free and paid plugins available for WordPress. We recommend starting with the following plugins: Yoast SEO Plugin: Optimizes your website for search engines, making it easier for potential customers to find you online. MonsterInsights: Tracks your website’s traffic and sees how people are finding your site. Jetpack: Provides a ton of features and options, including social media integration, security enhancements, and image optimization. WPForms: Creates custom forms, such as contact forms, payment forms, survey forms, and more. SeedProd: This enables you to build pages for your site, including an attractive coming soon page designed to capture leads while your small business website is under development. Choose a Suitable WordPress Theme Once you’ve installed the plugins you need, it’s time to choose a theme for your website. This theme is the design and layout of your site, and there are thousands of themes available. When choosing one, it’s important to make sure that it is responsive—meaning it will look good on all devices, from desktop computers to phones and tablets. The following themes are great for small businesses because of their responsiveness, ease of use, and mobile-friendly attributes: Divi Divi is a versatile drag-and-drop page that comes with 46 content elements and 20 layouts that allow you to get ready and create your website immediately. This functionality makes the theme completely unique and more comprehensive in terms of user experience. XTheme X Theme by Theme.co is a multipurpose theme that has four unique designs that you can use for your website. It also includes over 40 modules and 20 widget areas which give you plenty of flexibility when creating your website. OceanWP Offering a free, flexible theme that is highly customizable, lightweight, and easy to use, OceanWP is a great option for small businesses. Features that set it apart include a mobile-friendly appearance, responsive design, and lightning-fast loading capabilities. BeTheme BeTheme has over 650+ pre-built websites that can be quickly customized and put into production without any coding. It also includes a drag-and-drop builder, 20 header styles, unlimited color options, and more. Astra Astra is a versatile and lightweight multipurpose theme that works effortlessly with popular page builders and eCommerce plugins. With its extensive features, including unlimited layouts and an attractive design, it is particularly well-suited for restaurants, niche sites, and various other applications, including a small business website. Let’s add a word of warning here about themes that advertise themselves as “completely free.” Some experts caution against using them since some aren’t as secure as the ones you buy. Still, you don’t have to make getting your theme a huge expense—even investing a small amount of money in one can help keep your site secure. Simple is Better Whether you’re working with a designer or just choosing a template, you want to keep the design elements simple on your business website and not have flashy colors (unless, of course, busy and flashy are aligned with your brand). Too much going on will only confuse and distract visitors from what you want them to do, which is buy from you. While simplicity is the goal, you should also know how to pick colors for your business website. A good rule of thumb is to use a maximum of no more than three colors. Likewise, only use two or three different fonts and make sure they are easy to read. Have a Contact Page New customers and long-term shoppers alike need a way to get in touch with you through your business website, so it’s important to include a Contact Us page or something similar on your site. Your contact page should consist of information like your business address, phone number, email address and a form that allows customers to send you a message. Numerous WordPress plugins, including WPForms and Gravity Forms, enable you to easily create a contact form. Another option is to have a live chat feature that lets you have a more personal and meaningful conversation with your online visitors. Search Engine Optimization is Key Search engine optimization (SEO) is the practice of improving the ranking of your website on search engines like Google, Yahoo, and Bing. The practice matters because it can help your website appear on the first page of search results when potential clients look for the products and services you offer. This is often referred to as organic traffic, and it’s important because studies show that 75% of users don’t go beyond the first page of search results. Some of the best ways to improve your website’s SEO and site performance include: Creating high-quality content that is relevant to your target audience and adding keywords and phrases throughout your website Including on-page optimization and optimizing your images for online searches Using social media to share your content and increase your website’s exposure Creating a blog and including keywords in the titles and posts Building backlinks to your website from other high-quality websites Adding keywords to your website’s title tag, meta description, and header tags. Also, the search engine results pages, or SERPs, are constantly changing, so it’s crucial to stay up-to-date on the latest techniques for improving your site’s traffic. Invest in SEO Tools To improve your website’s SEO, you need access to the right tools. Thankfully, there are many great SEO tools available that can help you with everything from keyword research to backlink analysis. Some of the most popular SEO tools include: Moz Pro Google Analytics SEMrush Ahrefs Keyword Finder Ubersuggest Google Search Console While each of these tools is effective for enhancing your website’s SEO, it’s crucial to understand that no single tool can ensure success. Thus, utilizing a diverse range of tools and techniques is vital for achieving optimal results. Consider Having a Content Management System A content management system (CMS) is a software application that allows you to create, edit, and publish digital content from a central location. A CMS is important because it can help you manage your website’s content more effectively, which can improve your website’s SEO and traffic. Many don’t require deep technical knowledge to use them, either. Some of the most popular CMSs include: WordPress.org Hubspot CMS Hub Wix BigCommerce Ghost Magento Textpattern Optimize Your Small Business Website for Mobile To provide a great experience for your mobile visitors, it’s important to optimize your small business website for mobile devices. You can accomplish this by using a responsive design or creating a separate mobile version of your website. Additionally, you can use tools like Google’s Mobile-Friendly Test to check how well your website performs and how user-friendly it is on mobile devices. Internal and External Links are Important Hyperlinks, or simply “links,” are an important part of any website, and they can be used to improve your website’s SEO and traffic. Internal links point from one page on your website to another. External links, on the other hand, are links that point to pages outside of your website. Internal and external hyperlinks are important because they help Google and other search engines understand your website’s structure and content. Additionally, they can help you increase traffic to your website by providing more opportunities for people to click through to your pages. Add Social Media Integration Social media integration can help you improve your website’s traffic and engagement. By adding social media buttons to your website, you make it easy for visitors to share your content on their favorite social networks. Additionally, social media integration can help you track how well your content is performing on social media. Here are a few ways to add social media integration: Add a Facebook Like button to your website and blog posts so that visitors can easily like them on Facebook. Install a Twitter Follow button so that visitors can follow you on Twitter without leaving your site. Add a Tweet This button to make it easy for people to share your content with their followers. Auto-publish your blog posts to your social media profiles so that your followers can see them as soon as they’re published. Create a social stream to display your latest social media updates on your website. Have an Online Store or Booking Section If you have a product to sell, it’s vital to have an online store or booking section on your website. An eCommerce site can help you grow your small business by letting customers purchase your products from their computers, tablets, and mobile phones. Additionally, many eCommerce platforms allow you to track sales and inventory so that you know how well your products are selling. Use Professional Photography and Images If you’re selling products or services, it’s important to use professional photography and images on your website. These help visitors understand what you offer and can be used to show off your products or services in action. If you don’t have the budget for a professional photographer, there are plenty of options available online. You can purchase stock photos from sites like iStockPhoto, Shutterstock, and Dreamstime. However, resist the urge to use low-quality stock images. If you are not willing to invest in professional-looking images, it’s best just to skip it altogether. Also, from a design standpoint, images should be used sparingly and only if they support the message you’re trying to communicate. Use Reviews and Testimonials Small business owners can enhance their credibility through reviews and testimonials. Therefore, if you have received positive feedback from your satisfied customers, make sure to showcase them on your small business website. This can persuade visitors to choose your services. A few ways to incorporate reviews and testimonials into your site are: Add a link in the footer of every page so that visitors can see them no matter where they are. Link to reviews and testimonials in your email marketing campaigns so that new subscribers can learn more about you without leaving their inboxes. Add a link to reviews or testimonials on your social media profiles so that visitors who click through from there can readily find positive feedback about you. Utilize Video Elements in Your Small Business Website Video is an excellent way to engage website visitors and can be used to explain your products or services in more detail. Additionally, including videos on your website can help improve your SEO results. There are a few ways to add videos to your site: Embed videos from popular video-sharing sites like YouTube and Vimeo. Upload videos directly to your website’s server. Create a video landing page to introduce visitors to your business and its products or services. Implement User-Friendly Navigation User-friendly navigation is crucial for keeping visitors engaged on your site. A clear, intuitive menu structure helps users find information quickly and easily. Consider incorporating dropdown menus for subcategories, and always ensure your navigation is accessible from every page. Additionally, having a search bar can be immensely helpful, especially for content-rich websites. Prioritize Page Loading Speed A slow website can deter visitors and negatively impact your SEO. Optimize your website’s loading speed by compressing images, minimizing the use of heavy scripts, and choosing a fast web hosting service. Tools like Google’s PageSpeed Insights can help you analyze and improve your site’s speed. Ensure Consistent Branding Consistent branding throughout your website fosters trust and recognition. The color scheme, font selections, and overall design of your small business website should reflect your brand identity. This consistency must also carry over to all your digital assets, such as social media profiles and email marketing templates, in order to establish a unified brand experience. Integrate Customer Feedback Mechanisms Incorporate features that allow customers to give feedback easily. This could be through simple surveys, comment sections, or a dedicated feedback form. Customer feedback is invaluable for improving your website and services. Plus, showing that you value customer opinions can strengthen your relationship with your audience. Regularly Update Content Keep your website fresh and relevant by regularly updating your content. This includes not only blog posts or news sections but also updating product descriptions, prices, and any company news. A website that’s regularly updated with valuable content can improve SEO, engage visitors, and position your business as an active and current player in your industry. Test, Test, Test! The best way to make sure that your website is effective is to test it regularly. This method lets you learn and tweak things as you go. Make sure that you track how well each element performs so that you can make changes as needed. Additionally, use analytics to see how visitors are interacting with your website. This information can help you decide what content to keep, change or remove. No.TopicSummary 1Hosting & DomainChoose reliable hosting, like Bluehost or SiteGround. Pick a memorable domain name with keywords. 2Website BuilderOpt for WordPress, Squarespace, or Wix for easy site creation. Professional web designers are an option. 3Design & SEOPrioritize user-friendly design, mobile optimization, and SEO. Use tools like Yoast and Moz for SEO. 4Social & eCommerceIntegrate social media buttons, share tools, and consider an online store for product/service sales. 5Testing & AnalyticsRegularly test website elements, track user behavior, and make improvements using tools like Google. Conclusion In today’s digital age, a well-designed and strategically optimized small business website is a crucial tool for establishing your online presence and engaging with your target audience. By incorporating the strategies outlined in this guide, you can create a website that not only showcases your products or services but also effectively converts visitors into customers. From selecting the right hosting company and domain name to optimizing for mobile devices and maximizing conversion rates, each step plays a vital role in ensuring your website’s success. Remember that your website is a dynamic entity that requires constant attention and adaptation. Regularly analyze user behavior, track key performance indicators, and make data-driven adjustments to continually improve your website’s effectiveness. Whether you’re a startup or an established small business, investing time and effort into building and maintaining a user-friendly, visually appealing, and conversion-focused website can yield significant returns in terms of brand growth, customer engagement, and overall business success. As technology and user preferences evolve, staying up-to-date with the latest trends and best practices in website design and optimization will help you maintain a competitive edge and continue to deliver value to your audience. With a strong foundation and a commitment to continuous improvement, your small business website can become a powerful tool that supports your business goals and fosters lasting customer relationships. Start Creating Your Small Business Website Today Now that you have read the tips, it’s time to put them into action! Start by creating a list of the most important things you want your website to accomplish. From there, begin designing and building your site using these tips as a guide. And don’t forget to test, test, and test along the way to make sure that you’re getting the results you want. Image: Depositphotos.com This article, "Tips for Building Your First Small Business Website" was first published on Small Business Trends View the full article

The AI landscape is rapidly evolving, with America’s $500 billion Stargate Project signaling massive infrastructure investment while China’s DeepSeek emerges as a formidable competitor. DeepSeek’s advanced AI models, rivaling Western capabilities at lower costs, raise significant concerns about potential cybersecurity threats, data mining, and intelligence gathering on a global scale. This development highlights the urgent need for robust AI regulation and security measures in the U.S. As the AI race intensifies, the gap between technological advancement and governance widens. The U.S. faces the critical challenge of not only accelerating its AI capabilities through projects like Stargate but also developing comprehensive regulatory frameworks to protect its digital assets and national security interests. With DeepSeek’s potential to overcome export controls and conduct sophisticated cyber operations, the U.S. must act swiftly to ensure its AI innovations remain secure and competitive in this rapidly changing technological landscape. We have already seen the first wave of AI-powered dangers. Deepfakes, bot accounts, and algorithmic manipulation on social media have all helped undermine social cohesion while contributing to the creation of political echo chambers. But these dangers are child’s play compared to the risks that will emerge in the next five to ten years. During the pandemic, we saw the unparalleled speed with which new vaccines could be developed with the help of AI. As Mustafa Suleyman, founder of DeepMind and now CEO of Microsoft AI, has argued, it will not be long before AI can design new bioweapons with equal speed. And these capabilities will not be confined to state actors. Just as modern drone technology has recently democratized access to capabilities that were once the sole province of the military, any individual with even a rudimentary knowledge of coding will soon be able to weaponize AI from their bedroom at home. The fact that U.S. senators were publicly advocating the shooting down of unmanned aircraft systems, despite the lack of any legal basis for doing so, is a clear sign of a systemic failure of control. This failure is even more concerning than the drone sightings themselves. When confidence in the government’s ability to handle such unexpected events collapses, the result is fear, confusion, and conspiratorial thought. But there is much worse to come if we fail to find new ways to regulate novel technologies. If you think the systemic breakdown in response to drone sightings is worrying, imagine how things will look when AI starts causing problems. Seven years spent helping the departments of Defense and Homeland Security with innovation and transformation (both organizational and digital) has shaped my thinking about the very real geopolitical risks that AI and digital technologies bring with them. But these dangers do not come only from outside our country. The past decade has seen an increasing tolerance among many U.S. citizens for the idea of political violence, a phenomenon that has been cast into particularly vivid relief in the wake of the shooting of United Healthcare CEO Brian Thompson. As automation replaces increasing numbers of jobs, it is entirely possible that a wave of mass unemployment will lead to severe unrest, multiplying the risk that AI will be used as a weapon to lash out at society at large. These dangers will be on our doorsteps soon. But even more concerning are the unknown unknowns. AI is developing at lightning speed, and even those responsible for that development have no idea exactly where we will end up. Nobel laureate Geoffrey Hinton, the so-called Godfather of AI, has said there is a significant chance that artificial intelligence will wipe out humanity within just 30 years. Others suggest that the time horizon is much narrower. The simple fact that there is so much uncertainty about the direction of travel should concern us all deeply. Anyone who is not at least worried has simply not thought hard enough about the dangers. “The regimented regulation has to be risk-based” We cannot afford to treat AI regulation in the same haphazard fashion that has been applied to drone technology. We need an adaptable, far-reaching and future-oriented approach to regulation that is designed to protect us from whatever might emerge as we push back the frontiers of machine intelligence. During a recent interview with Senator Richard Blumenthal, I discussed the question of how we can effectively regulate a technology that we do not yet fully understand. Blumenthal is the co-author with Senator Josh Hawley of the Bipartisan Framework for U.S. AI Act, also known as the Blumenthal-Hawley Framework. Blumenthal proposes a relatively light-touch approach, suggesting that the way the U.S. government regulates the pharmaceutical industry can serve as a model for our approach to AI. This approach, he argues, provides for strict licensing and oversight of potentially dangerous emerging technologies without placing undue restrictions on the ability of American companies to remain world leaders in the field. “We don’t want to stifle innovation,” Blumenthal says. “That’s why the regimented regulation has to be risk-based. If it doesn’t pose a risk, we don’t need a regulator.” This approach offers a valuable starting point for discussion, but I believe we need to go further. While a pharmaceutical model may be sufficient for regulating corporate AI development, we also need a framework that will limit the risks posed by individuals. The manufacturing and distribution of pharmaceuticals requires significant infrastructure, but computer code is an entirely different beast that can be replicated endlessly and transmitted anywhere on the planet in a fraction of a second. The possibility of problematic AI being created and leaking out into the wild is simply much higher than is the case for new and dangerous drugs. Given the potential for AI to generate extinction-level outcomes, it is not too far-reaching to say that the regulatory frameworks surrounding nuclear weapons and nuclear energy are more appropriate for this technology than those that apply in the drug industry. The announcement of the Stargate Project adds particular urgency to this discussion. While massive private-sector investment in AI infrastructure is crucial for maintaining American technological leadership, it also accelerates the timeline for developing comprehensive regulatory frameworks. We cannot afford to have our regulatory responses lag years behind technological developments when those developments are being measured in hundreds of billions of dollars. However we choose to balance the risks and rewards of AI research, we need to act soon. As we saw with the drone sightings that took place before Christmas, the lack of a comprehensive and cohesive framework for managing the threats from new technologies can leave government agencies paralyzed. And with risks that take in anything up to and including the extinction of humanity, we cannot afford this kind of inertia and confusion. We need a comprehensive regulatory framework that balances innovation with safety, one that recognizes both AI’s transformative potential and its existential dangers. That means: Promoting responsible innovation. Encouraging the development and deployment of AI technologies in critical sectors in a safe and ethical manner. Establishing robust regulations. Public trust in AI systems requires both clear and enforceable regulatory frameworks and transparent systems of accountability. Strengthening national security. Policymakers must leverage AI to modernize military capabilities, deploying AI solutions that predict, detect, and counter cyber threats while ensuring ethical use of autonomous systems. Investing in workforce development. As a nation, we must establish comprehensive training programs that upskill workers for AI-driven industries while enhancing STEM (science, technology, engineering, and math) education to build foundational AI expertise among students and professionals. Leading in global AI standards. The U.S. must spearhead efforts to establish global norms for AI use by partnering with allies to define ethical standards and to safeguard intellectual property. Addressing public concerns. Securing public trust in AI requires increasing transparency about the objectives and applications of AI initiatives while also developing strategies to mitigate job displacement and ensure equitable economic benefits. The Stargate investment represents both the promise and the challenge of AI development. While it demonstrates America’s potential to lead the next technological revolution, it also highlights the urgent need for regulatory frameworks that can match the pace and scale of innovation. With investments of this magnitude reshaping our technological landscape, we cannot afford to get this wrong. We may not get a second chance. View the full article

To create an HTML redirect to another page, add a meta refresh tag inside the section of the page. View the full article

AI rivalry heats up: Glean CEO Arvind Jain replies to Sam Altman’s caution to investors. View the full article

Common SEO interview questions include: What are some ranking factors? What is your view on AI content? View the full article

Global sustainability models are failing. They’ve been designed to showcase ethical trade and environmental responsibility, but they fundamentally misunderstand how global supply chains operate—especially the critical, unseen work at the beginning of essential value chains such as critical minerals. For decades, these models have burdened African merchants, miners, and farmers—the backbone of global industries from cocoa to lithium—while corporations further along the chain claim the benefits. The systems celebrate end products, like sleek electric vehicles (EVs) or iPhones, while ignoring the heavy lifting at the start of the work, where it’s most difficult. This imbalance in sustainability frameworks doesn’t just sideline African businesses. It undermines the entire premise of accountability that we want to engender amongst commercial supply chain stakeholders. The unfair burden on the start of the supply chain The reality of global supply chains is simple: The earliest stages, where raw materials are extracted and processed, require the most effort. African farmers, miners, and merchants are at the very heart of these early stages. They’re the ones putting in the hardest work—extracting resources, growing crops, and preparing raw materials that fuel industries around the world. But despite their essential role, they’re stuck carrying the heaviest burden. Strict regulations and sustainability requirements often hit them the hardest, even though they have the fewest resources to meet these demands. Take cocoa farmers in Africa, for instance. Many are already working on tight margins, struggling to make enough to feed their families. Then along comes the European Union’s Deforestation Regulation (EUDR), which demands proof that their cocoa isn’t linked to deforestation. While the goal is noble, the execution has left these farmers scrambling to provide documentation they’ve never needed before. For many, the cost of compliance is just too high, and failing to meet the standards means losing access to international buyers. It’s not just farmers. In the mining sector, lithium—the critical ingredient for EV batteries—is dug up under tough, often dangerous conditions. The raw material is shipped overseas for refining and manufacturing, where the final product becomes a celebrated symbol of sustainability. But little thought is given to the people who made that product possible in the first place. But instead of recognizing the environmental and social costs borne by African miners, global narratives around “green” batteries conveniently ignore this reality. The hard work is erased, and the end product—a shiny new electric vehicle—becomes the hero of the story. Why these models don’t work The deeper issue is that global sustainability models were never designed with supply chain realities in mind. They were built to make sense on paper, not in practice. Here’s why they fail: They ignore the realities of extraction The first stages of the supply chain—extraction and initial processing—are treated as a liability, not a foundation. These stages are overregulated, under-supported, and painted as inherently “dirty,” while the later stages enjoy the benefits of cleaner reputations and fewer demands. They push costs downstream Compliance costs are overwhelmingly placed on the smallest and least resourced players. Farmers, artisanal miners, and small merchants are expected to shoulder the expense of meeting global benchmarks, while corporations further up the chain avoid their fair share of responsibility. They celebrate the end, not the beginning By the time raw materials are turned into recognizable products—like the chocolate bars we enjoy or the batteries that power electric vehicles—they’re celebrated as symbols of innovation and progress. But the reality behind those products is far less glamorous. The hard work, long hours, and sacrifices made at the start of the supply chain are often ignored. At best, they’re reduced to a footnote; at worst, they’re treated as inconvenient details in the story of sustainability. Rebalance the equation If sustainability is going to work—for people and the planet—we need to rethink these frameworks entirely. That means starting from the ground up, ensuring fairness across every step of the supply chain. Here’s where the change needs to happen: Stop pushing the costs on producers Sustainability can’t come at the expense of the people doing the hardest work. Corporations that depend on African resources need to take responsibility for compliance costs. For example, chocolate companies that rely on African cocoa should be actively investing in the farmers and cooperatives that keep their supply chains running. It’s not just a moral obligation—it’s a business necessity. Put money into local solutions The earliest stages of the supply chain need better support. This means governments, corporations, and international institutions must work together to invest in systems that help producers succeed. From building cooperatives for artisanal miners to funding training programs for sustainable farming, these investments would ease the pressure on producers while ensuring global standards can actually be met. Measure what really matters Current sustainability metrics focus too much on quick wins and shiny results. But real progress happens when we focus on achievable, incremental improvements. Instead of setting impossible benchmarks, we need to create standards that reflect the realities of resource extraction and reward meaningful change. Work together to share the load No single entity can fix this alone. Public-private partnerships are key to amplifying sustainability efforts without placing all the costs on producers. Companies that actively work with merchants to address issues like traceability and compliance have already shown that fair, sustainable practices are possible—especially when governments step in to support these efforts. A fairer vision for sustainability Sustainability should not mean shifting the burden onto the communities that sustain the world’s supply chains. African merchants, farmers, and miners are not just resource providers—they are the backbone of industries that drive global progress. They deserve recognition, support, and a fair share of the benefits. Global sustainability models need to change—urgently. If they don’t, they’ll keep fueling inequality while claiming to promote progress. It’s time to stop pretending that these systems are working, because they’re not. We need to build frameworks that reflect the real-world challenges of supply chains, ones that are fair, practical, and genuinely sustainable—for everyone involved. Anu Adedoyin Adasolum is CEO of Sabi. View the full article

Super Bowl LIX had a clear winner on the field, but victory for brands was more hard-won. Many aimed for impact, but did they deliver? Autodesk CMO Dara Treseder offers hot takes on this year’s hits and misses from the big game’s ads. She joins host Bob Safian to break down what makes an NBDB (“never been done before”) moment, why so many brands adopted a “safe” approach, and what trends business leaders should note going forward. This is an abridged transcript of an interview from Rapid Response, hosted by Robert Safian, former editor-in-chief of Fast Company. From the team behind the Masters of Scale podcast, Rapid Response features candid conversations with today’s top business leaders navigating real-time challenges. Subscribe to Rapid Response wherever you get your podcasts to ensure you never miss an episode. Last year, we talked about whether you would buy a 30-second spot for Autodesk. When you were watching this year, did you think, Oh, maybe I should have; that would have been a good way to spend $8 million? No, when I was watching the game, I was like, I am very glad with our strategy of not buying an ad in the Super Bowl. Look, I think sometimes it makes sense for your business. And I think you really have to understand: What are we trying to accomplish? What are the objectives? And will this help us make that happen? I think that not enough brands who showed up this year did that calculation, I have to say. So, I think we did the right math by deciding to let our customers take center stage. When a game is not close, is that good from a marketer’s point of view—like people are going to spend more time paying attention to the ad? Or is it bad because people aren’t as intensely focused on the screen? It’s not good. It’s not good because people are getting up and people are leaving. Consumers start to get distracted and go back to their lives when it’s not as competitive until the very end. You’re making a bet when you decide where you’re going to buy your ad, where in the show, right? Like in some ways it’s better to be at the end because people will remember you more, but only if the game is close. Only if the game is close. So, you’ve got to think about the calculus for what you’re trying to do. I always think that going early and in the middle is safe. Again, it comes down to calculated risk, a clear-eyed risk. You gather as much data as you can, you strip away uncertainty, and then you make a decision with conviction. Going late is a risk that you should only take if you are sure that even if consumers get up and walk away, that placement still makes sense for your brand. But if you’re not sure about that, going early or going in the middle is probably a good way to make sure that you gather as many eyeballs as needed. If you’re a brand like Autodesk and you haven’t bought a Super Bowl spot, how do you participate in the moment around the Super Bowl? If you have an authentic reason to participate in the conversation, hey, it’s as good a time as any to do that. So for us at Autodesk, our software is used to design and make anything, whether it is literally the Caesar Superdome stadium in NOLA that housed it all, or stages like Kendrick’s, or ads like the Michelob Ultra ad. Our software is used to design and make anything. So for us, being a part of the conversation makes sense in terms of celebrating our customers who are playing a role in the game. Now you’ve used this expression, NBDB (“never been done before”). There wasn’t a whole lot of that this year. We like a good NBDB. And I thought a brand that actually did that was Rocket. So Rocket had that wonderful ad that really talked about owning the dream, owning the American dream, and owning the home. They took the time to tell the story in a way that was so powerful. I was watching it live, and everybody from my father-in-law to my daughter was like, “Oh, we like this one.” And every American can remember that song. I mean, Bob, I’m sure in a bar somewhere at 1 a.m. at some point or the other, you were singing about country roads taking you home. There’s no video of that. You’re neither going to confirm nor deny, but I thought that ad was great. But what was especially awesome was to see that connected with the live experience of “Country Roads” playing in the stands and having the fans in the stadium. That was marketing magic, right? Because the ad, the extension was so real, so powerful, so wonderful. So that was an NBDB. I don’t think I’ve seen any ads do that before where they connect what is happening on the screen to what is happening physically in the stadium in such a powerful integrated way. I thought Rocket did that. They certainly owned that NBDB category with that first-of-its-kind integration. So not the skin cowboy hat from Tubi. I didn’t get on with that. I mean, that was when everyone was like, “I’m going to go get some chips.” Nobody wants to watch that, right? I thought that ad was pushing creative direction. That’s what I meant. Because people were staying away from relevance, sometimes they turned up the dial on ownability or memorability in a way that didn’t always work. And I think for that Tubi ad, they turned up the memorability dial a little too much, and it didn’t quite work. I want to ask you about the Nike “So Win” ad with top female athletes like Caitlin Clark and Jordan Chiles. In some ways, it was like a throwback to some of the ads we’d seen from Nike before. So it wasn’t really “never been done before,” but at the same time, I thought it was pretty darn effective. I think Nike was the winner of the night, and I’ll tell you why. They did an amazing job of being ownable. It was like you said: It was an ownable Nike spot. You saw that spot, and you immediately knew it was Nike because of the athletes’ presence, the visual aesthetic, the black-and-white aesthetic, and the message. It showed the power of purpose and performance, and I have to give Nike a lot of credit for this spot because in a year where a lot of brands were staying away from saying anything, Nike said something. They said something important. They said something that matters. And they said something that needed to be said, right? And that was the power of women in sports. And the importance of gender equity in sports. And I thought they said it really well. It wasn’t preachy. It was powerful. And, so talk about being memorable and being relevant. And many of us can remember what was happening in the Olympics when Sha’Carri [Richardson] was running: She was ahead, and she looked to her left, and she looked to her right. And that moment was a part of the narrative, right? Many of us remember the journeys that these women athletes have had. And to see them standing on business, standing on power, standing on strength, it was saying, “Look, come what may, women’s sports is here to stay,” and I love that. Just watching my daughter watch that spot and her face light up, it was a powerful moment. So I think Nike did that, and they were really the only brand that made a statement, right? A lot of brands talked about unity and nostalgia, which I thought was a little bit overdone, to be honest, and not actually reflective of the state of the country, so it felt a little forced. But I thought Nike did a really good job of saying, “Hey, we’re standing on business. We’re standing on purpose.” We’re not cause-led, so we’re not jumping into a political conversation. But we’re standing on what makes sense for our business. Our values remain unchanged. View the full article

This post was written by Alison Green and published on Ask a Manager. It’s five answers to five questions. Here we go… 1. Is “hey” rude? I have a former boss who asked all staff at a tiny nonprofit not to use the greeting “hey” to her. I think this is imperious and out of touch, at best. What do you think? It’s a bit much, but there’s a fairly outdated belief that “hey” is rude — remember those teachers and other elders from your youth who would respond to “hey” with “hay is for horses”? Was she a “hay is for horses” person clinging to old rules around the word, or was she more of a “don’t speak casually to me, peons” person? The former is a little eye-rolly, but whatever; the second is much more obnoxious. 2. Did our coworker fake-retire? I worked at a hospital where a long-time employee in my department retired— she was over 65 and had worked there for 30+ years. The department held a retirement party with the boss’s own funds since the hospital didn’t provide discretionary funds for this kind of stuff. It was a nice send-off and everyone wished her well. Then about a month or so later, word gets around that actually she wasn’t retired and had just gotten a new job at the VA, which is where many of the folks in this department try to get to because the pay is so much better there. No one in leadership mentioned anything about it but you could sense that people were really annoyed and felt like they’d been duped. I know many people get jobs again after they’ve retired, but this was so immediate that it was obviously lined up beforehand. What are your thoughts on the optics of this? Any chance the departing employee was using “retiring” in the sense of “I am retiring from this job where I have worked for 30+ years” and not in the more traditional sense of “I am retiring from the workforce”? There was an interesting discussion in the comment section on Monday about whether “retired” can simply mean “leaving this job,” not “leaving the workforce.” It typically does not — but when someone is around retirement age and leaving a job they’ve been at for a very long time, it does sometimes get used that way. (You generally need both those factors to be present though; no one is saying a 35-year-old is retiring when she leaves a job she’s been at for eight years. The age and length of tenure both seem to be prerequisites for the usage to work.) Anyway, it really depends on whether your coworker went out of her way to deceive people. If she was talking about how much she was going to enjoy not having to go to work every day and her plans to spend her time gardening and taking Elderhostel trips, all while knowing she was just moving to another full-time job, then yeah, that’s obviously pretty crappy! It would also be unusual for someone to do that just in order to get a retirement party. (Any chance there was another reason she might have wanted to keep it quiet, like worrying about a manager at your hospital torpedoing her chances at the new job?) But if it was just an announcement that she was leaving, and others were the ones who framed it as “retirement” out of an assumption based on her age … well, she might have figured she was retiring from this organization after 30 years so didn’t see any need to correct anything. Either way, you’re all better off just looking at it as a goodbye party for someone who had worked there for three decades. 3. Frustrations with business voicemail and a claims process I have been dealing with my insurance company for a claim I filed. I received an email (from a do-not-reply account) that my case was assigned to “Mary Smith” and I would be receiving a call from her on such and such a date between 9:30 am and 11:30 am from a specific phone number. On the bottom of my account page with this company, her name is listed as my claim manager. As I had a dentist appointment that day at 8 am, I called her number and left a message to please call closer to 11:30 as I had an appointment that morning. My concern is her voicemail was a very generic “the person you are trying to reach is not available, please leave a message after the tone.” No mention of her name or the company’s name. She called me later in the morning that day, never mentioned anything about my message that I had left for her, and we conducted the interview. She needed some clarification on some dates and asked me to call back when I had that information. I called back a day later with the info and the same thing, went to voicemail with the generic greeting. I didn’t hear anything from her confirming she received the information. Four days later, I called and left another message asking if she got the info and to please call me back to confirm. Nothing. A few days later, my account was updated to “claim review in process” and I received an email saying a decision should be made with in five business days, and day days later the claim was approved. How do you deal with a situation like this? I still have no idea if my messages were being received by the case manager or even if it was her voicemail I was leaving the message in. Or am I being “needy” by expecting at least some response following any contact to her? Maybe a little needy, yeah, if you’re still dwelling on it now. It sounds like their process worked as it should: you left a message asking her to call you in the later part of your assigned window and she did that. You followed up with info she requested, and she used it to process your claim, which was approved in the timeframe you were told to expect. It sounds like it caused you some extra anxiety not to get any acknowledgement of either of your messages, whereas on her side the “acknowledgment” was likely that she used the info you provided to move things forward. If things weren’t moving and your messages were going unacknowledged, that would be a lot more frustrating — but since things did move as expected, there was nothing to “deal with.” You would have preferred more communication, but it sounds like the case manager knew, likely from experience, that things could move smoothly without it. (In fact, it’s even possible that things moved so smoothly because she doesn’t stop to return every message people leave if she doesn’t need to.) To be clear, I don’t think it’s unreasonable that you expected more communication while this was ongoing — but once you saw that everything went smoothly and your claim was approved, why not just think, “Okay, that worked fine”? 4. Coworker keeps coming into my office and distracting me One of my coworkers who works for a different company comes into my office multiple times per day and distracts me from my work. I hung a “please do not disturb” sign but that didn’t stop him, so eventually I switched to a sign that says “do not disturb — please send an email and I’ll respond when I can” but this doesn’t stop him either, even though my door is shut and locked. He knows the PIN to enter my door because my boss gave it away a couple years ago to someone who wanted to decorate my office. I can’t change the PIN and my boss knows this is happening. I have not directly asked him to stop because he will drag it on and on for days and it makes me uncomfortable . Every time he’s done something that’s made me uncomfortable and I’ve said so, that’s what happens. How do I get my coworker to leave me the F alone? He is stressing me out so badly that it’s impacting my personal life outside of work. I can’t complete as many things in a day as I would like, because he won’t stop bothering me. You can’t get him to leave you the F alone without directly telling him to. Communicating by sign clearly isn’t working, so you’ve got to speak up: “Please stop entering my office without being invited. It’s breaking my focus and disrupting my work.” And then if he keeps doing it, address it in the moment: “I’m on deadline and can’t talk right now” and “I’m really busy so can’t have you in here.” If he reacts badly to that, then talk to your boss, cite the disruption to your work, and ask to have the PIN changed. Also, you said he works for a different company. Unless he’s his own boss, can you have a word with his boss over there? Continually using someone’s PIN to enter their office against their will multiple times a day is something any reasonable manager would be glad to put a stop to if asked. 5. Asking about a job that hasn’t been advertised yet An employee of a company has mentioned that a job may be coming up that might be a good fit for me. I have researched the job on their website but the job has not been posted and I have questions regarding whether I have all the skills for this job. Would it be showing initiative to inquire to the manager about this possibility and request visiting the site to learn more about the position? Asking to visit the site to learn more about a job that you haven’t been invited to interview for yet — and which hasn’t even been advertised yet — would be way too much. If they want to spend time talking with you about the position, they will express that by inviting you to interview after you apply and they’ve reviewed your materials and determined you’re a strong enough candidate to move forward. But none of that has happened yet. If you felt more certain that you would be a strong fit for the job, you could maybe email the hiring manager with your resume and say you heard that job might be opening up and you’d love to be considered when it is … but with a job where you’re not even sure you’re qualified and which hasn’t been posted yet, and you really just want to learn more about it, that’s going to feel like overkill, not initiative (or at least not appropriate initiative, which is an important modifier on that word). If you know the employee who originally mentioned the job, you could ask them if they know when it’s likely to open up, but otherwise just keep watching for it. View the full article

New attempts to prolong the fossil fuel era have come at precisely the wrong time View the full article

Proposal draws backlash from industry, warning it could damage ‘trust’View the full article

Chancellor’s meeting with financial services groups expected to focus on visas, regulation and taxView the full article

Body says regulation shuts firms out of lucrative quality assurance businessView the full article

Move seeks to counter drift from more traditional active fundsView the full article

Big funding rounds for software developer Helsing and drone maker Tekever defy broader downturn in venture investingView the full article

Former Google chief’s caution comes following Chinese start-up DeepSeek’s breakthroughView the full article

Low fees made the group a passive investing powerhouse. But it needs to improve tech and service as it pushes into wealth management and cash accountsView the full article