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  • Home
  • Our Services
    • How We Work
    • Customer Service Charter
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  • Our Partners
  • Book a Free Appointment
    • Returning Clients
    • South West Appointments
      • Bunbury and Surrounds Registration
      • Busselton and Surrounds Registration
      • Manjimup, Walpole and Pemberton Registration
      • Harvey & Surrounds Registration...
      • Collie & Surrounds Registration
      • Bridgetown and Boyup Brook Form
      • Donnybrook, Capel and Nannup
      • Margaret River and Surrounds Registration
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  • Workshops
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1300 275 477
Business Advisory South West and Peel

Does Your Website Appear Correctly on Google?

17/12/2020

 
by Jerry Hoekman
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Did you know that Google ranks every page in your website for Google Searches? The good news is that the search engine allows you to write the title and description for each of your pages, meaning you can optimise your chances of high visibility and increased website traction. The way you do this depends on the web building platform you are using, and one of our consultants can help you with navigating this. Today, however, we'll be looking at how to find your website search results on google, and ideal text limits for titles and descriptions.

How do I find my search results?
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There is a simple method to check all of your website's Google search results at once. Simply type 'site:your-site-name.com.au' into the Google search box, and hit enter.
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The list of results that appear are all of the listings and pages that Google can find related to your site. This search will show the specific title and description for each of them, allowing you to have a complete overview of how your website appears on Google.

For example, when typing in “site:ispbusinessadvisory.com.au”, the following appears:
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Length of your text
An important thing to consider is the length of your text. Google will only show a certain amount of text for each title and description. If your title or description for a page is too long, then it will be cut off, and the missing text will be replaced by “…”. For example, if you look at the image above, you will see that the descriptions of the last two results in the list are too long and have been cut-off by Google. This can not only look unprofessional, but it can also mean that your potential customers might miss a critical bit of information about your business, and because of this, they might even click on a competitor's website instead.

Google changes the maximum length of the titles and descriptions all of the time, but at the moment, the maximum allowed lengths are:
Title: 59 characters, including spaces
Description: 159 characters, including spaces

Keep in mind that a lot of people will find your site on their mobile phone, which has a standard limit of 120 characters long. Hence, best practice for your Google search description is to keep them as short as possible, with the most important part of the description placed at the beginning.
 
Remember, we can help you if you need any assistance with your website’s Google search results. Book a free 1-hour consultation below:
Book Here

Business Bus Famil of Collie

14/12/2020

 
On Friday morning, Collie business owners and staff were picked up by Collie Bus Tours and driven around town, as they familiarised themselves with some of the lesser known 'spots'. They visited sites such as the new Lake Kepwari; Roche Park Recreational Centre; Whispering Pines and Outback Horse Trails.

Erik from CranknCycles generously appeared to share two trail heads and what to expect when riding them, whilst Linda from Outback Horse Trails also shared her horse-riding business with everyone (always a hit with tourists!). Kellie from Roche Park Recreational Centre showed the group the inside facility which is both undercover and airconditioned, and ready for children up to 13 years of age. They also hold group classes over the summer break, including yoga!

Participants loved the event, with comments such as:
“We never knew Whispering Pines had so much to offer.”
“Whispering Pines doggy day care – what a brilliant idea if you want to bring your dog (or cat) with you on holidays.”
“Great idea about an inside facility at Roche Park to take kids when it is too hot or too cold to be outside.”
“How incredible to have Lake Kepwari on our doorstep, fabulous facilities.”
“Can’t wait to take my kids to visit the Colliefields Museum so they can do the activities mentioned.”
“I am going to recommend the Bill Weir Rolling Stock Shed to my friends who are mad about trains.”
“I didn’t know there was so much to do out at Motorplex for kids through the holidays”.

The tour went for three hours, and our Driver was so wonderful and so accommodating. Everyone loved the water and snack provided mid-way through, so a huge thank you to Collie Bus Tours.

​See you all next time!
Erik from CranknCycles, Janine from the Visitor Centre and Julie Broad at the end of the 3 hours.
Stopping by Whispering Pines to show the group all the trail readiness equipment Wanda and John have installed. Meanwhile a walk through the magnificent gardens shared a view of Telfers Pool where guests can swim or kayak.
Kellie from the Roche Park Recreational Centre showing the group the inside facility (undercover and airconditioned) for children aged up to 13 year. Over 13 the children can attend the centre without parental supervision. We also learnt about group classes and over the summer break there is going to be yoga held in Central Park.
Linda from Outback Horse Trails in Cardiff (5 mins from Lake Kewari) sharing her business with everyone.
Lake Kepwari, Alf the Park Ranger jumped on the bus to show us the lake and 21 camping areas. On the first day 750 bookings were made online
Lake Kepwari, Alf the Park Ranger jumped on the bus to show us the lake and 21 camping areas. On the first day 750 bookings were made online
Lake Kepwari, Alf the Park Ranger jumped on the bus to show us the lake and 21 camping areas. On the first day 750 bookings were made online
Erik from CranknCycles share two trail heads and what to expect when riding.
Erik from CranknCycles share two trail heads and what to expect when riding.

Mandatory Contact Registers for Businesses

4/12/2020

 
The following is taken from the Small Business Development Corporation website:
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​​From Saturday 5 December 2020, it will be mandatory for specified businesses and venues to keep a contact register of visitors, to assist in keeping WA safe from the threat of COVID-19.

A contact register is a record of anyone over 16 years of age (including staff, customers, contractors and volunteers) who attends a specified business or venue in WA. It must record the following information:
  • Name
  • Phone number
  • Location
  • Date
  • Arrival time
  • Contact registration is not required for customers collecting takeaway orders or for children under 16 years. However, adults that accompany children under 16 are encouraged to register their details.

The information will only be used for the purpose of COVID-19 contact tracing by the Department of Health WA, and records will be destroyed after 28 days. Their purpose is to allow health officials to quickly identify and assist anyone that may have been exposed to COVID-19.

Which businesses and venues need to keep a contact register?
The following businesses and venues must retain a contact register of all visitors, including customers, contractors, staff and volunteers:
  • food and licensed venues (restaurants, cafés, bars, pubs, taverns, nightclubs)
  • gyms, indoor sporting centres and pools
  • places of worship and funeral parlours
  • beauty and personal care services including hairdressers and barbers
  • galleries and museums
  • cinemas, theatres and other entertainment venues
  • auction houses and real estate inspections
  • community facilities, libraries and halls
  • zoos and amusement parks
  • function centres
  • accommodation facilities that already have check-in arrangements in place (i.e. hostels, hotels, large camp grounds)
  • Contact registration is encouraged, but not mandatory for other types of businesses and gatherings.

Who is responsible for keeping a contact register?
The business owner or operator is responsible for keeping a contact register of all visitors, stored in a secure and confidential location, from where it can be retrieved quickly if requested by an authorised person.

Penalties for failing to keep a contact register, may apply to individuals and businesses that fail to comply. Businesses may refuse service to any visitor who refuses to register their contact details

What form does the contact register need to take?
A contact register can be in an electronic or paper-based system. Business owners can decide on the best method of contact registration for their business and customers, provided they collect the correct details and retain them for 28 days. Records must be stored in a way that cannot be reviewed or tampered with by other visitors. Contact information must not be used for any other purpose, such as marketing, and can be disposed of after 28 days.

SafeWA app – recommended method
The State Government has created a free, secure SafeWA contact register app for businesses and other venues. Use of the app is the preferred method for contact registration in WA

The digital contact register app uses QR code technology to register a patron’s attendance at individual businesses and venues. When businesses register their venue or venues on the SafeWA app, they will be emailed a welcome pack which includes supporting information and a printable, unique QR code poster for each venue. The QR code should be displayed in a prominent position where customers can easily view and scan the code, preferably at the entrance.

Customers use their smartphone to scan the venue’s QR code on arrival to check in and register their contact details securely via the app.

All contact information entered into the SafeWA app will be held securely by the WA Department of Health and disposed of after 28 days.

Businesses that choose the SafeWA app must also provide an alternative manual method of contact registration for patrons that are unable or unwilling to use the app.

Download the SafeWA App from the Apple App Store or Google Play.

Paper-based registration
Businesses also have the option of using a manual method of contact registering, such as a paper-based register. Download a free printable contact register form. Contact registers of people visiting the premises must record the visitors’:
  • name
  • phone number
  • location
  • date
  • arrival time
It is important that contact details are collected in a way that protects them from viewing by other patrons. This could include placing completed paper slips into an enclosed container.

All businesses, including those using the SafeWA App, must make an alternative method (such a paper-based or another digital registration solution) available for visitors who cannot or do not wish to use an electronic contact register — for example, customers who do not have a compatible smartphone.

Other electronic registration methods
Businesses can also use other digital or electronic sign-in methods of contact registration, providing they comply with legal requirements, including storing the information for 28 days and making it available on demand to the Department of Health WA.

Key dates
Contact registration must be in place for specified businesses and venues by Saturday 5 December 2020.

The SafeWA contact tracing app is now available for download for compatible Apple and android devices. Businesses are encouraged to register for the SafeWA app to receive their welcome pack.

More information
SafeWA guide for business – wa.gov.au
Download the SafeWA app
Manual contact register template – wa.gov.au
Dealing with coronavirus for small business
Last updated on: 25 November 2020

5 Reasons Why You Should Be Using Google Analytics

20/11/2020

 

​Google Analytics is a free app that will show you exactly how many people visit your website, where they come from, and what they liked and did not like on your website. Without this information, it can be difficult to know whether your website and marketing campaigns are successful, or whether they need some tweaking in order to hit the mark.

​
Why use Google Analytics?
There are many reasons why you should be using Google Analytics. The data it gathers can be invaluable in tailoring your website and marketing to your audience; I always advise that it should be installed from the moment your website goes live. Even if you do not use the data immediately, having it on-hand will inform you what has gone wrong if your website begins to get less clients over time, or even if it stops working altogether.
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1. The phone stops ringing
At any point in time, your website might suddenly go off-line. If you have Google Analytics installed, a digital marketing specialist will be able to go into Analytics and, in most cases, pinpoint the cause of the issue in a matter of minutes. This will help you bring your site back online in a matter of hours, instead of days, and potentially save you clients and sales.
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2. Where do my visitors live?
Even if your website is very successful at attracting large amounts of visitors each month, that does not mean they are potential clients. Google Analytics will quickly show you where your visitors live, what their browsing habits are, and what they are interested in. For example, Analytics might show you that 80% of your visitors live overseas, whereas you only sell within Australia. Knowing this will allow you to review your marketing messages, in order to attract more local people.
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3. Why do my visitors not contact me?
You might attract a lot of visitors to your website, but the phone is not ringing. There could be many reasons why people are not contacting you when they visit your website. Your marketing message or design might give them the wrong impression; your navigation is too complicated to follow; or they might not be able to easily find out how to contact you. In each case, your potential client may leave to find a better site, losing you a sale. Google Analytics can show you where the bottlenecks are, so that you can improve the site to have visitors stay long enough to contact you.

4. On which screen do visitors see my site?
Knowing whether your visitors are accessing your site via their phones or their computers will allow you to adapt your site to the screen that is most used by your potential customers.

5. Which channel brings most sales?
Google Analytics will show you how your visitors found your site, whether this be from Google (SEO), social media, or perhaps your newsletter. More importantly, it can show you how many sales each channel brought you. If visitors arriving from Facebook bring you five times as many sales as those from your newsletter, then it might be a good idea to lower your efforts on the newsletter, and instead spend more time on your Facebook campaigns.
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There are many more advantages of using Analytics, but the most important one is that if you do not use it, you might be wasting a lot of time on the wrong marketing campaigns.
 
Free Analytics Workshop
Do you have any questions, or would like to hear more about Analytics? Jerry regularly runs workshops on Google Analytics. Like our Facebook and Instagram, or head to the workshops section of our website to see if there are any coming up near you.
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See you there,
Jerry Hoekman

Do You Really Need a Business Plan?

10/11/2020

 
by Sana Turnock

There is no doubt that a comprehensive business plan takes time and effort to put together, but how important is it to have one?

If you are seeking funding from potential investors or banking institutions, or have a vision for a business, project or venture, it is worth putting together a comprehensive business plan. Doing so provides you with the opportunity to paint a broad brush stroke across all aspects of running a business which can otherwise be missed.

Putting together a business plan allows you to reflect on the type of business model you want to create, and analyse the suitability of it for your business operations. It gives you the opportunity to think about staffing, risk assessment, marketing strategies and the products and services you want to provide. Other critical aspects to delve into are budgeting and financial forecasting, in addition to gaining clearer vision as to you customer, vision, values and purpose.

A business plan will help you identify potential competitors and, more importantly, decide if they are really competitors. As you dig deeper, you may find that not too many businesses offer exactly what you do, and even if they do, they are lacking a vital part: you. Once you identify this, you become the unique selling point of the business.

Creating a solid foundation for your business is critical for future success. There is an element of fluidity and adaptability required when it comes to running a business, and your business plan may and will change. Taking up opportunities that come your way is a realistic and part of organic business growth, however doing so through the lens of a solid business plan will allow you to make decision with confidence.

A business plan provides clarity, a solid foundation and a direction in which to begin a new business, project or venture.

To find out more, join Business Advisor Sana Turnock in her upcoming working: The Business Plan: What You Need to Know.
 
 
 

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Book a consultation with Sana

How to Use Social Media to Increase Sales

10/11/2020

 
By Jerry Hoekman

People often ask me how best to use Facebook and Instagram to sell more, to which I often answer: don’t ask a marketing guru about social media, ask your grandmother! 

Why not ask a marketing guru?
It's called social media for a reason. People use it because humans have an innate desire and need to be social. We want to communicate with family, friends and peers, and do not want this time infiltrated by marketing messages. Posting too many sales or product-related messages can actually turn people away from your social media account.

Why ask your grandmother?
Your nanna is from a time when shopkeepers knew their clients intimately. They would first chat for a while before something was sold. They would tell her a certain item had arrived, because they knew how much she loved it. They would go out of their way to deliver an excellent service to every one of their clients. This would spread through word of mouth, the most effective mode of advertising.
 
Thus, the best way to use social media is as a channel for customer services and customer relations:
  • Be social, interact with your followers and try to make them feel involved with you and your brand.
  • Build a strong relationship with your customer and keep them loyal by creating a sense of community.
  • Use your account to deliver an excellent service. Show how concerned you are about your clients, and you go out of your way when something with a product or service goes wrong.
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The strategies above will not only increase client loyalty, but can also deliver new customers and clients through word of mouth.
 
So next time you have a question about social media, just ask your grandmother!

Jerry offers one-on-one business consultations in the Peel area, and also hosts workshops on digital marketing regularly. To find out more and book an appointment with Jerry, head here.
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Digital Marketing Specialist Jerry Hoekman

The Customer Experience

10/11/2020

 
by Sana Turnock

Are there retail shops and spaces that you just love going into? Close your eyes and immerse yourself in this space. Think about what you see, smell, hear, and perhaps touch.  Ask yourself what it is that you love about this space, and why?

Now think about a physical retail spaces that you don’t like going into. Using the same process, identify what it is that turns you away. What is it about this space that makes you not want to go into it, or perhaps spend little time there?

Many small details make up an experience of a space and place. Whether it be the poor customer service or the uncomfortable layout, we have all experienced that feeling of walking into a space and not feeling at ease. Perhaps it is the shop front that has looked the same for years, the lack of natural light, the dust, the unhygienic toilets, the unappealing food viewed through the grimy glass counter, or that general lack of "good vibes".

Creating a memorable experience can take a bit of thought and effort, but once you have it, your customers will keep coming back for more.

Here are three tips to help you create a more positive experience for your customer:
  1. Change your shop front window display every few months. You are not only promoting your products but inviting curiosity and engagement from people walking by, especially if it is done well.
  2. Include living plants as part of your décor.  Beautiful healthy plants complement and enhance the look and feel of a space. Not good at keeping plants alive? You can always rent plants. The benefit of this is when you want to change your décor, you can also change your plants.
  3. Check that you have ambient temperature. If it’s too hot or too cold in a space you may lose a customer. This can be a tricky task, as temperature tolerance can vary for people due to age, time of year and health conditions. Research shows, however, that a good ambient temperature is around 22 – 24 degrees Celsius.  
 
Creating a rich customer experience is essential to drawing customers into your shop, and keeping them there.

To learn more, join us at our next workshop where Business Advisor Sana Turnock delves deep into how to create an experience your customers will remember. More details can be found here.
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Book a consultation with sana

​How to Choose the Correct Web Design Agency

5/11/2020

 
by Digital Marketing Consultant Jerry Hoekman

For many small businesses it can be very hard to choose the correct agency to build their website. Any agency presenting their own work will naturally show examples that look great, but how do you go about choosing the correct agency for you and your business?

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Critical aspects of a website
Before we begin, let’s have a look at the task at hand: what do these agencies need to accomplish, and what are the critical aspects of a website that they need to get right?

1. Search Engine Optimisation (SEO)
If your new website is not listed on search engines, you are missing out on potential customers. Thus, it is critical that the SEO work is done, and that it is done correctly.

2. Marketing Messages
When people arrive at your site, they need to know that it will fulfil the need they have. Whether that be a product or service, delivery of an answer to their question, or something else they are looking for. A website needs to easily and quickly deliver these two essential pieces of information: “what does this site deliver” and “who it is it for”.
 
3. Design
Contrary to common belief, design has nothing to do with taste. As a small business you are not looking for a web design that you like, but a web design that will turn your visitors into paying customers. This is a true art form and can make a large difference in your sales. The most important factor is that visitors connect the level of professionality of the design directly to the level of quality of the products and services it sells. No matter how good your product or service might be, visitors expect that a company with a badly designed website will deliver low quality goods or services.
 
4. Sales process
In general, people have very short attention spans. This means that writing too much content can disengage your potential customers. It is better to have concise text with a strong underlying sales process. A well-designed website will guide your visitors through your website, thus significantly improving your sales numbers, and the success of your website.
 
5. Measuring Success & Effectiveness
The last step in the process is analysis of the statistics. Once your website goes live, the right tools are added to be able to measure what people do on your site and which channels bring in more sales (e.g. Google search, paid ads, newsletters, Facebook, etc.). It will also make bottlenecks visible, meaning that you can retain those customers instead of losing them.
 

What Does This Mean for Choosing a Web Design Agency?
Looking at the five points above, it is immediately clear that you need to contract an agency that has sufficient experience in Google SEO, marketing, sales, design and analytics. Any agency lacking one or more of these skills will deliver a sub-optimal website, and put you at risk of not generating enough sales.

So how can you detect what is a good agency? This is very hard for most small businesses, and you will usually only find out once the site is running for a while. However, there are some things that you can investigate:

1. Do they have suitable experience and qualifications?
Remember, a professional designer creates a design that looks good, but also has the functionality needed.

2. Do they have a marketing specialist?
Does the agency have separate marketing or SEO specialist?

3. How successful are their websites?
Ask for some examples of their work and try to find them in Google using relevant keywords. Use these websites as a potential client and analyse how easy it is to find what you are looking for, and how easy it is for you to buy, book or contact them.

4. Do they have any reviews?
See if there are any Google, Facebook or LinkedIn reviews. There are a lot of scam reviews out there, so it will help if they have many reviews, so that you can get an overview of their competence.

The above is just a guide, but it might help you to make a more substantial comparison between the agencies that you approach for your website design and build.

If you are looking for more information, we have a lot of free workshops where you can dive a bit deeper into website design and analytics.

You can also book a free session with our Business Advisors to help with your business. Book a free face-to-face or Zoom session here: Mandurah Digital Marketing Booking

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Creating a Website: Book Now

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SEO & Website Analytics: Book Now

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Google Analytics: Book Now

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Build Your Own Website : Book Now

Meet Colette

19/10/2020

 
We interviewed our new Innovation and Advisory Lead Colette McEntee, and asked her about her experience here in the South West. She shares what advice she has for running a successful small business, and what she envisions for the future of the Peel region.
 
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What is your background?
I began my career as a theatre manager in London’s West End in my early 20s. I spent a few amazing years in that exciting world before my itchy feet led my backpack and I to Australia in 2004. I’ve been on an incredible ride since then – personally and professionally – including almost a decade in the Pilbara spent falling in love with the red dirt and wide open skies. I managed Karratha’s Walkington Theatre for three years, before starting my own business as an arts consultant in 2010. It was during this time that I also worked at a million miles per hour alongside a lot of very smart people overseeing the Royalties for Regions funded Pilbara Cities initiative. My family and I moved to the South West in 2014, and in 2016 we bought our current business – an innovation hub in Bunbury called Maker + Co.
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Business Advisory's new Innovation and Advisory Lead Colette McEntee
​What are your areas of expertise, and how can you apply this to help local business owners? 
I have spent the past few years working at the frontline of regional WA’s innovation ecosystem. I work within fantastic networks of people all working in a common direction – the success of our whole State and recognition of the huge role regional Western Australia plays in that success. I am incredibly passionate about making sure our regions maximise and protect their incredible resources - natural, built, cultural, human and everything in between - and that innovation is a tool we use to mobilise and activate our whole community for success as we move into the fourth industrial revolution. I will call on that sense of purpose to support small businesses as we continue to navigate through the ongoing complexity ahead.  
 
I also know first-hand what it means to be a small business owner. I understand the highs, the lows, the pride, the absolute terror and the soaring joy that comes with our wins and our struggles. My lived experience in small business gives me a level of empathy and expertise for our clients that allows me to ensure our services hit the mark.  The Business Advisory team do an incredible job in supporting small businesses across the South West and Peel. My job is to ensure that the advisors are well supported too, and that they are equipped with the skills and the resources they need to navigate these incredibly challenging times.

​What is your vision for the Peel region? 
My vision for Peel, like all our amazing regions in Western Australia, is that our people and our communities are equipped with the skills and support needed to thrive not just economically, but socially and culturally too. I see regional economic development as something complex and interconnected – more like an ecosystem than a single-track approach.  Strong, successful small businesses are absolutely fundamental to thriving communities and resilient economies. I hope to oversee advisory services in Peel that remain current, agile and flexible. That is what we’re asking of our small business sector right now, so they should be able to expect the same of the support services made available to them.
 
Peel has incredible resources, whether natural, built and everything in between. We need to work together in maximising and protecting them to ensure we remain resilient and able to withstand disruptions and shocks like the ones sparked by COVID 19. 

What actions can businesses take to thrive and survive in the upcoming year, especially given the current uncertain climate
Know your business inside out – know how to run your operation as lean as possible, know your value, maximise what’s working and phase out what’s holding you back.
Understand what support is available – connect to business advisors or accountants if it’s all feeling too complex. Use the breadth of free, government funded programs and services available to you.
Create hybrid model if you can – focus on trading comfortably online and in person if you can, and make sure the customer experience is equally good.
Connect and communicate – You do not need to go it alone. Isolation breeds desperation and depression. Stay connected to support networks and know that others are probably feeling the same way.

Getting Tourist Ready

24/9/2020

 
Business Advisory are excited to be part of helping Collie business get tourism ready, and work toward becoming the Trails capital of WA.

We’ve now had our Business Advisor Julie Broad working from Collie for four weeks, applying her passion for tourism to providing free business advice and workshops to local businesses, in preparation for an increased tourist presence in town.

Julie has dived into Collie life, and learned plenty already about what this fantastic town has to offer – from unexpected paid forward coffees, to taking an early morning walk before work on the trails.

“The friendliness of the town is present in every business you walk into. Good country hospitality is super important and businesses are getting ready to ensure their visitors have a great experience,” Julie said.

Julie’s focus as she works to build Collie’s tourism presence will be that visitor experience.

“I’m going to be looking at what businesses are doing to ensure the visitor experience is always top of mind,” Julie said. “We want to make sure they can’t wait to come back, for them to share their experience on social media, give great reviews, and create an interest. My job is to help businesses in Collie embrace their role in ensuring a great visitor experience.”

Julie is already working with local businesses on a range of activities, from ensuring a consistent and up to date digital presence, to encouraging teams to get to know local tourism destinations, so they can become advocates for the region. She is also helping some of the local pubs identify simple food offerings (such as a Ploughman’s Lunch) that their staff can produce between the current closing times of 2 and 6pm.
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Julie is working out of 52 Steere St, Collie (underneath the Library) and is available on mobile 0438 591 959 or email julie.broad@ipsba.com.au.
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Business Advisory is a FREE service funded by the Western Australian State Government for small businesses in the South West and Peel regions.
Business Advisory South West & Peel
EMAIL: admin@ipsba.com.au
CALL:  1300 275 477
​www.ipsbusinessadvisory.com.au

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