Templates are a nifty feature in our construction estimating software. They are blank estimates already set up with dimensions and specs, so you get a running start on a project bid. In Goldenseal, click a little button to the right of the New button to see them. It shows a popup menu of available templates (some are already included in the starter files).
Sadly, many new users never click the template button, and lose out.
The new accounting/estimating software also has a New button, but it’s different. It shows a popup with New, Duplicate, and a list of templates. More obvious. It’s one extra step to make a new blank record, but worthwhile if it gives users an easier way to start records.
While testing templates in our own company file, Other Costs showed a long list of weird names: Accounting411, Ask Jeeves, BuilderSpace, Business.com, Capterra, ePilot, etc. It was a reminder of our phase 2 software marketing during the early 2000s.
Phase 1 started in 1987, with a $50 classified ad in Fine Homebuilding. It listed MacNail (our first estimating app) for $145. About 25 users bought it that year: a good return on investment. TurtleSoft soon upgraded to larger ads in every magazine aimed at builders, plus trade show booths and many bulk mailings.
When Goldenseal launched in 2000, we repeated phase 1, and got very poor results. Most people already had switched from paper to Internet. Next try was listings in every possible search engine and software directory. Hence the many templates for their monthly charges.
Those did better, but still not great. What worked best was SEO (search engine optimization). Our staff spent many hours tuning text, links and website pages to get on the first page for “construction estimating software” and the like. Also, many hours analyzing web traffic to see how buyers found us. Phase 2 was quite successful for 6 or 7 years.
Getting sales with a minimum of advertising expense was great, but SEO has a built-in problem. It’s best explained by the Red Queen to Alice:
“Now, here, you see, it takes all the running you can do, to keep in the same place.” — Lewis Carroll
If it’s successful, SEO gets your page high in search results. But search engines want to capture users, then have them click on ads. Different goals. SEO can out-smart Google for a while, but they soon adjust pagerank to bypass the tricks. Different SEO approach, different counter-measures. Rinse and repeat.
The result is a constant struggle, with no way to win in the long run. With AI entering the scene, it will only move faster.
Phase 3 marketing for our new accounting software will not be raw SEO. It has gone the way of magazine ads printed on glossy paper. Instead, I think we’ll revert to the advertising that worked best for Turtle Creek Carpentry in the 70s and 80s: word of mouth.
I’ll talk more about the details as the new app gets closer to first release.
Dennis Kolva
Programming Director
TurtleSoft.com
