A Tale of Two Salesmen…

Picture this — you walk into an appliance store planning to purchase a new refrigerator. You’re not quite sold on a specific make or model, but you have an idea of the features and the price you want to pay. You seek the help of an associate to find the right one.

Two idle salesmen immediately catch your eye, but for vastly different reasons.

One is smiling, his hair is combed, and his clothes are clean.

The other looks lost and disheveled, his clothes haven’t been in style (or washed) in years.

Who are you going to ask for help?

Most of us, naturally, would choose the first salesman — because he made a superior impression before he even said a word.

The appearance of your website can have the same effect, whether it’s good or bad.

First Impressions in a Digital Age

Something all Mid-Michigan business owners should realize is that their website is their most important salesperson.

It’s the face of the company.

Whether customers can buy directly from the site or not, the look and feel is selling you to the customer.

It’s a critical first impression to make on potential customers, and we’re not just talking about a few people either.

In a survey conducted by PR Newswire, a whopping 76% of respondents said they look for a company’s website before deciding if they’ll visit. A separate study published on Linkedin puts that number closer to 97%!

But if you were looking for a business to follow up with a visit, which would you pick? A business with a site that looks clean, modern and functions well? Or a business with a site that’s akin to a MySpace page?

Perception Is Reality.

Michigan customers form opinions in seconds. A glance at your website can tell them if you’re modern, approachable, serious, tech-savvy, local, expensive, cheap, and a whole lot more.

Your website is your chance to shape those opinions out of the gate. The photos you select, the layout of your pages, the wording you post all shape perceptions of your business and can bolster or cool customer confidence.

Walk the Walk, Too.

Beauty truly is only skin… or in this case… screen deep.

A gorgeous looking site with terrible navigation, slow load times, or broken links is still a major problem.

Having a good web layout tells your customers you handle your business with professionalism and care. That you value their time and want to make their lives easier.

Creating a stronger site doesn’t have to mean taking on more burden either — If you haven’t already, check out our guide to smart online smart tools that can automate tasks and make your site easier to manage.

Don’t Let Your Site Stagnate.

If your business is growing or changing, your site should too.

A site redesign isn’t purely cosmetic. You want your online presence to mirror your company’s capabilities, goals, and clientele.

If you expand your services or move into new markets, let your customers know!

Your site should have a page dedicated to each service you provide or area you operate in. This not only helps customers know what you do and where you do it, but it helps boost your search ranking on Google, too.

Common Red Flags and What To Do.

Does your website have any of the following?

• An old copyright date
• Cramped or dysfunctional mobile layout
• “Under construction” pages or broken links
• Stock photos with no personality
• Confusing menus
• Inconsistent branding
• No clear call to action (what are customers supposed to do next?)

If one or more of the items on this list described the current state of your website, it might be time to consider a refresh.

You don’t need to hire a full-time tech team to re-build your site, you just need a local partner you can trust to do the job with your best interests in mind.

Ready to Update?

Queue Development is a Mid-Michigan-based web developer that can help you re-think how your website looks as much as how well it functions, and of course, how people find it.

If you’re ready to improve your online presence and start increasing sales, start the chat today. Email them at [email protected].

Are Digital Tools Worth the Risk? Here’s How to Tell:

For a small- to mid-sized Michigan business owner, every decision can hurt or help the bottom line. It’s smart to take a calculated approach before implementing new staff, equipment, or even digital tools.

Some digital tools are free-to-use, while others may come at a monthly or yearly subscription cost — and the price tag might be enough to give you pause.

What you might not realize, however, is how much you might save in other areas of your business, potentially erasing the cost and creating a net gain.

In this practical guide, we’ll look at how to estimate your return on investment in a structured, informed way before you buy — and highlight the hidden benefits that can make a big difference.

1.    Investigate Pain Points for Your Business

How much time per week do you spend on tasks you just wish would do themselves? What are you doing right now to increase traffic to your website? Could your customer service be improved? Are there opportunities to reach beyond your Mid-Michigan customer base?

These are a few essential questions to ask when considering how digital tools could improve your business.

There are tools on the market that help with the major pillars of daily operations:

• Tasks
• Marketing
• Customer Service

If you’re looking for ways to reduce time spent on manual tasks, answering phones, and emailing customers, many smart automation tools can streamline work in a way so efficiently, you won’t believe it’s not AI.

Tools are also available to help promote your business online, increasing traffic, without hiring an entire marketing division.

2.    Estimate the Total Costs

Changing to new systems may come at a cost, both upfront and long-term. These systems will also take time to implement and may require your current employees to get up to speed on how to use them.

Consider things like:

• Purchase price/licensing fees
• Monthly/annual subscriptions
• Setup or onboarding costs
• Integration/development costs (if any)
• Training time

3.    Forecast the Benefits

If you can afford the time and cost it takes to implement new tools, what will you get in return?

• Time savings (If a new tool will save a $20/hr employee 10 hours of overtime at time and a half, that’s $300/month savings)
•  Increased revenue (More sales, leads, and conversions)
• Cost reduction (Less reliance on contractors, fewer errors, less paper)
• Customer retention (If lifetime value per customer increases)

4.    Estimate Time to Value

How long will it take to start seeing the benefits?

Some tools start to pay off immediately. Implementing a smart tool for your customer checkout, like Stripe, can send receipts immediately, update inventory data, and save and store your customer’s sensitive information for you, reducing manual tasks and the amount of digital storage space you need to maintain. Plus, you lose the burden of keeping your customer’s information safe — Stripe uses encryption, access controls, and monitors data constantly, meaning more peace of mind for you and your customers.

Stripe is just one example of an Application Programming Interface, or API tool. Remember when I asked if there were tasks you wish would do themselves? APIs make it possible. There APIs available to automate a range of tasks, including: filling out reports, scheduling appointments, sending text reminders, and even reducing loss or theft through inventory tracking.

Other tools take longer to see the benefits. Search Engine Optimization (SEO) software, social media marketing programs, lead captures and marketing email tools may take 6 to 12 months to show a strong return.

5.  Consider Risk and Explore Alternatives

Before making up your mind on a new tool, take a little time to explore what several have to offer.

For any task you’re trying to streamline, there may be several tools that come at different costs offers slightly different functionalities.

Many companies offer free trials so you can see how that tool would fit into your day-to-day functions and benefit your business and your team.

Look for reviews or case studies from businesses like yours to see if others experienced success or ran into issues you’d really rather avoid.

6.  Look Beyond the Numbers

Remember, there are some benefits that are harder to quantify than just the dollars and cents.

Creating easier processes, reducing overtime, and eliminating mundane tasks can free up your team’s time both inside and outside of the business, improving morale.

You may be able to improve your relationships with customers and draw in new ones.

Using smart automation tools can also help you make smart business decisions. You may gain valuable insights about your team’s time and customer’s habits. You may discover unneeded overhead, adjustments to price points, or areas where the customer experience could be improved.

Getting Started with New Tools and Tech

If you’re ready to automate repetitive tasks, improve cashflow, and make better use of your staff, now may be the right time to investigate digital tools and tech that can help.

Shopping for new tools is one thing. Getting started with them is another.

Don’t go it alone.

Queue Development is a Michigan-based web developer that can help! Queue Development is here to help you find the right solutions for your business then implement them quickly.

If you’re ready to learn more, get in touch by emailing [email protected] today!

Want to Be Noticed? Start Marketing.

Running a small- to mid-sized business in Mid-Michigan isn’t for the faint of heart. You're juggling payroll, inventory, customers, and a dozen other things before lunch. Despite all of your hard work, there’s one major challenge that’s quietly eating away at your company’s growth.

People don’t know you exist — yet.

There’s a reason we make certain associations with products, and that reason has a name — marketing. If you need to blow your nose, you probably ask for a Kleenex, even if it’s just generic facial tissue. Need to cover a scratch? Grab a Band Aid.

Think about Michigan brands – if I said “pizza, pizza,” “a truck built ‘tough,’” or “a cozy recliner” did you think of Little Caesar’s, Ford Motor Company, or La-Z-Boy?

Whether or not La-Z-Boy has the absolute comfiest recliners available, the company’s marketing has their chairs in the forefront of our minds as being built to laze.

Marketing is one of the most important things you can do with your business. It lets you communicate your value to customers and create a vision of your brand in their mind.

More than just “here it is,” marketing tells customers what they’re seeing, why they want to see it, and why they should remember it.

The good news is, you don’t need to hire a marketing agency or build a 10-person team to get the word out. With the right digital tools, you can start attracting more traffic, building stronger relationships, and turning local interest into steady sales, all without exhausting your time or budget.

Why Tools Matter (Even If You're Not "Techy")

Modern marketing tools help you:

• Get found on Google.
• Show up in local searches.
• Stay visible on social media.
• Collect and contact leads.
• See what’s working and what isn’t.

Many of the options out there are not as expensive or complicated as you might think, either. Below, we break down some of the most effective tools, what they actually do, how much they cost, and how long it may take to see results.

SEO and Local Visibility Tools

The first step to effective marketing is being seen. Even if customers don’t know why they want to do business with you yet — it’s important to let them know you are doing business.

These are tools that help people find your business when they’re looking for something like you.

1. Google Business Profile – Free

Claiming and optimizing your Google listing is the first step for local visibility. Add your hours, services, photos, and respond to reviews.

If you haven’t already, check out our blog 7 Smart Ways to Connect with Michigan Customers on Google for a full guide about how to optimize your business with Google.

Here’s why every business owner should do it:

• Good for: Local brick-and-mortar visibility
• Results: You may start showing up within a few weeks in Maps and search.
• Cost: Free

However, if you want to go more in-depth than just getting found on Google, there are several more tools that can help boost your visibility on the web.

2. Ubersuggest – $29–$99/month

Gives keyword suggestions, site audits, and SEO tracking in a very user-friendly interface. Great for beginners or DIY marketing.

• Good for: Ranking blog posts or service pages
• Results: Expect two to six months to see impact, especially for competitive keywords.
• Cost: Starts at $29/month
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3. Ahrefs / SEMrush – $99–$129/month and up

Enterprise-level SEO tools used by serious marketers. You’ll get deep competitor analysis, backlink audits, and advanced keyword tools.

• Good for: Competitive industries or bigger digital ambitions
• Results: Faster optimization, better content strategy, but a higher learning curve.
• Cost: $99+/month (this may be overkill unless you're scaling)

Social Media and Content Tools

Your customers are online — you should be too. Even if you’re on Google, these tools make it easier to show up consistently. These tools can make your business look sharp and help your social media presence beyond regular web searches.

4. Canva – Free or $14.99/month for Pro

Create graphics, social posts, menus, flyers, and more, even without design experience.

• Good for: Creating professional-looking visuals without a designer.
• Results: Immediate. Better posts = more engagement.
• Cost: Free for basic, or get Pro for $14.99/month.

5. Meta Business Suite / Buffer / Later – Free to ~$30/month

These platforms let you schedule Facebook and Instagram posts, reply to comments, and analyze what’s working, all from one dashboard.

• Good for: Staying active without being glued to your phone
• Results: Get better visibility and consistency over the course of one to three months.
• Cost: Free basic plans available; advanced features cost around $30/month

Email and Lead Capture Tools

Once you have a customer interested, you need to keep their interest. These help you stay in front of people who’ve already looked into your business.

6. Mailchimp / Brevo / ConvertKit – Free to $40+/month

Send newsletters, coupons, and updates to customers who opt in. These tools let you build your list right from your website or storefront.

• Good for: Repeat business and customer loyalty
• Results: Email marketing has one of the highest ROI rates, however growth may be gradual, taking several months.
• Cost: Free for small lists; grows with contacts and features

7. OptinMonster / Sumo – $9–$49/month

Add popups or banners to your website to grab emails, offer promos, or promote sales.

• Good for: Turning traffic into leads
• Results: Immediate capture, long-term sales value
• Cost: Starts at $9/month

Analytics and Optimization

Knowing what’s working is just as important as doing it.

If you’re taking the steps to get out there in front of customers, these tools can help you track and review how well your tactics are performing.

8. Google Analytics – Free

Track how visitors find you, what pages they view, and how long they stay. Developers call this tool a must-have for any website.

• Good for: Understanding traffic and user behavior
• Results: Immediate insight, long-term decision-making
• Cost: Free

9. Hotjar – Free to $39+/month

See heatmaps and screen recordings of what users do on your website—great for improving user experience.

• Good for: Fixing the question of “why aren’t people clicking?”
• Results: Fast improvements to user experience
• Cost: Free for basic, paid starts at $39/month

How Long Until I See Results?

It’s the question we all want to know. “How long until the work I’m doing pays off?” Marketing is a long game, but the sooner you start, the sooner you can start see growth.

Here’s an idea of how long the different types of tools might take to start yielding results:

• Website optimization tools (Hotjar, Analytics) → Immediate insights, longer-term fixes
• Local SEO tools (Google Business, reviews) → 2–8 weeks
• Social media + email tools → 1–3 months
• Search engine ranking tools (SEO) → 3–6 months

Where to Start?

If you’re feeling overwhelmed, you’re not alone. These tools are powerful — but setting them up and making them work together takes time and know-how.

That’s where Queue Development comes in. We help Michigan businesses build smart, flexible websites that work with these tools. Whether you need SEO help, email integrations, lead capture forms, or just someone to make sense of your data, we can help set the foundation and coach your team to run it smoothly.

Or, if you prefer, we can handle it for you so you can stay focused on running your business.

You don’t need a full-time marketing department to succeed online, you just need smart tools and the right guidance.

Let’s start the conversation today and make sure your Mid-Michigan business gets the attention it deserves. Email us at [email protected].

What local businesses need to know before making the leap into e-commerce.

If you run a small or mid-sized business in Mid-Michigan, chances are you’ve asked yourself: Should I start selling online? Maybe you’ve seen customer habits shift. Foot traffic isn’t what it used to be. Or you’ve struggled to find reliable help. Maybe business is steady, but you’re wondering if you’re leaving opportunity on the table.

These are questions business owners from Copper Harbor to Detroit should be asking.

Each year, more and more people make online retailers their first stop for shopping instead of heading out to the store. And while Amazon continues to dominate the online landscape, small businesses are seeing growth in online revenue, too.

That’s great news for local Michigan brands. Many people prefer to buy local — but if your online presence is missing or messy, they’ll still turn to “the big guys” to find what they need.

This guide walks through what business owners should consider before jumping into e-commerce, including options for all kinds of businesses, whether you sell hand-crafted toys, baked goods, or home services. We'll also talk about why building an e-commerce presence is more doable than it used to be, especially when approached strategically.

Is Now the Right Time to Go Online?

There’s no universal answer, but for many local businesses, the timing has never been better.

Modern customers expect flexibility. They want to browse at 10 p.m., book appointments or order online, pick up products in-store, or track shipping with a click. With the tools available today, even small businesses can meet those expectations more simply than ever.

Including e-commerce in your business isn’t about abandoning what works, it’s about adding a new lane to your business. One that runs while you sleep.

Is Your Brick-and-Mortar Still Pulling Its Weight?

This isn’t a call to shut down your storefront. There’s still value in the physical experience — browsing shelves, discovering new things, holding them in your hands, and taking them home the same day. There’s power in a physical space: a place to connect, build trust, and showcase what you do best.

But if rent’s rising, foot traffic is down, or staffing is tight, it’s worth asking: is your storefront carrying the business? Or is it holding you back?



Take, for example, a brother and sister I know. After five successful years running a catering business, they decided to open a restaurant. The idea was that people would line up for their food hot and fresh. But people never came. After just one year, they re-evaluated and closed the restaurant, returning to the catering model that made them successful.

Their story doesn’t end with e-commerce — though you can now order and pay for their catering online using automation tools. The point is about evaluating what works and being willing to pivot.

E-commerce offers small- to mid-sized businesses a gateway to display their products to a wider audience, find those customers where they are (on their computers and phones), and make sales at any hour.

It also gives you breathing room. Your physical space can shift from being your entire business model to a more focused part of your strategy — a showroom, a pickup hub, a community anchor.

The Ups and Downs of Opening an Online Store.

Every opportunity has its tradeoffs. Selling online is no different.

What you gain:

• Sales around the clock
• Access to new customers — across town, across the state, or well beyond
• Insights from data: what’s working, what’s not, what needs restocking, whether your are prices right, or which products are viewed a lot but rarely bought?

What you take on:

• More competition
• New logistics: inventory, shipping, returns
• A learning curve (but it doesn’t have to be steep)

When done right, the rewards far outweigh the growing pains. This can be especially true when your site is built with automation and future growth in mind.

Essential Tools for Getting Started.

There are plenty of smart automation tools available to help get you online and even handle some of the more frustrating parts of running an e-commerce site, such as managing product displays, storing sensitive billing info, and sending receipts.

You don’t need to build a site from the ground up anymore. Many sites offer comfortable, customizable interfaces that your future online customers may already feel familiar with.

If you’re ready to dip your toes in, here are a few tools to know:

• E-commerce platforms: Shopify, WooCommerce, and Square Online each offer different strengths. The best fit depends on your goals and budget.
• Payments: Stripe, Square, and PayPal make it easy and secure to get paid.
• Inventory and fulfillment: Look for tools that sync stock in real time, estimate shipping, and print labels automatically.
• Customer support: A simple chatbot or contact form can keep things moving, even when you’re offline.

You don’t need everything at once. Start with what supports your business and evaluate tools again once you feel comfortable with the changes.

How to Save Time Without More Staff.

If you caught our posts about Application Programing Interfaces (APIs) or specifically the one on Stripe Checkout, you might already have an idea how certain tools let different systems talk to each other. When implemented correctly, they can make your life a lot easier.

Imagine this, a customer places an order, then instantly:

• They get an email receipt
• Your inventory updates
• A shipping label gets queued
• You get a heads-up if stock runs low

All of that happens behind the scenes without a single manual step. That’s the power of automation. It saves you time. It reduces mistakes. And it gives your customers a smoother experience.

Checkout tools like Stripe allow you to customize your site’s checkout, so your customer enjoys a smooth and familiar interface that looks like it’s totally yours. You don’t have to code it yourself to get the look or use the features you want either. You just need a developer who knows how to plug the right things together.

Not Sure Where to Begin? Start Here.

You don’t have to flip your business upside down to start selling online. In fact, the smartest moves often start small — with a clear goal, a clean setup, and a system that grows with you.

At Queue Development, we help Mid-Michigan businesses do exactly that. Whether you're exploring your first online sale or ready to launch a full storefront, we’ll help you take the next right step — and skip the guesswork.

Let’s talk about what an online store could look like for your business.

Email us at [email protected] to get started.

Don’t Do Business in the Dark. You Need to Be Found on Google.

When you own your own business, you put everything into ensuring its success. Your money, talent, and a whole lot of time and effort. Running a small- or mid-sized business in Michigan is a grind, as all business is, but the work can’t stop at putting in the physical work.

Whether you’re selling lawn care services in Lansing, handmade soaps in Durand, or consulting services out of Bay City, chances are your next customer is starting on Google. In fact:

• Nearly half of all product searches start on Google
• 88% of people who search locally on their phone contact or visit a business within 24 hours.

If improving your visibility online isn’t a priority, you’re not probably missing out on customers, you are missing out.

So, if you’re not showing up high on Google searches, there’s good news and there’s great news.

The good news is that you can boost your ranking. The great news, you don’t have to be a tech wizard to make it happen.

In this quick guide, we’ll walk through seven steps to help Mid-Michigan business show up higher in Google results, and you don’t need to rename your company “Plumber Near Me.”

1.  Claim and Optimize your Google Business Profile (GBP)

This is step one because it’s the most important — and the easiest to overlook.

Even if you’ve seen your business pop up on Google before, that doesn’t mean your Google Business Profile is set up or optimized to help new customers find you.

Ask yourself:

• Did you search your exact business name?
• Or did you search something like “lawn service in Mid-Michigan”?
• When you searched, did your business show up in the top results? Or did someone else’s?

That’s the power of a well optimized GBP.

Here’s what to do:

• Claim your profile at google.com/business. It’s free to create, maintain and update.
• Add accurate business hours, a phone number, a website link, and a list of services.
• Use real photos, keep your information updated, and respond to reviews.

Pro tip: Post updates or offers weekly and Google will treat your profile as fresh content, which boosts your business in search results.

2.  Add Location-Specific Keywords to Your Website

Beyond your GBP, Google searches the content of your website to increase the relevance of its results. That means your website has to offer clues about what you do and where you do it.

That means your content needs to be specific. Instead of just saying “We groom dogs of all sizes,” say “We groom dogs of all sizes, serving the greater Flint, Michigan area.”

The more clearly you name your service area, the better Google can match you to the right customers. And it can prevent mix-ups, too—like the time I accidentally ordered from China King in Bad Axe instead of the one in Fenton. (Sorry, Bad Axe. Hope someone enjoyed my General Tso’s.)

Where to use local keywords:

• Page titles and meta descriptions (the short summary of your page’s content)
• In your headers (H1 and H2)
• Image alt text tags
• In your website’s footer (Proudly serving Saginaw and the surrounding area)

3.  Create Local Content that Answers Nearby Customers’ Questions

You’re an expert in your field, share some of that knowledge.

Adding a few simple blogs to your website can go a long way in building trust, good will, credibility, and improving your visibility in search engines.

Think small, helpful, local.

Consider creating some original content to your site with topics such as:

• How to Prepare Your Car for a Michigan Winter
• The Best Time to Seal Your Driveway in Mid-Michigan
• Tips and Tricks Every Michigan Knitter Should Know

These aren’t trade secrets—they’re ways to show up when people are searching for info. And when it’s time to replace that battery, seal that driveway, or buy that yarn, they’re already on your site.

As a bonus, Google sees your site as more relevant for that region and will boost your page in search results.

4.  Get Listed in Local Directories

Another way you can drive traffic to your website is to get connected with other important groups. If you can get your business listed with your local Chamber of Commerce, the Better Business Bureau, or other industry-related directories. These links not only put you in front of more eyes, they also tell Google you’re a legitimate, verified business.

Pro tip: Make sure your name, address and phone number are consistent everywhere they appear!

5.  Collect and Respond to Google Reviews

Like it or not, reviews are part of the game, and they can’t be turned off. This means taking in the good and accepting the bad.

However, there are things you can do to build a good rating and maintain confidence even in the face of a one-star review.

1. Ask your happy customers to leave a review (just don’t offer a reward, because this violates Google’s policy).
2. Read your reviews and consider ways you can improve your customers’ experiences for future visits.
3. Respond to reviews (even the bad ones), because it shows you’re active, attentive, and working to do right by the customer.

Remember, more reviews = more trust = more clicks.

6.  Use Location Pages (If You Serve Multiple Areas)

This one’s for businesses that have expanded or serve multiple cities. If you’ve grown into new territory, your online footprint needs to expand with you.

If you started out in Midland, but now have an office in Ann Arbor, you’ll want to have at least one dedicated webpage per city or region.

• yoursite.com/midland
• yoursite.com/ann-arbor

This helps Google understand where you do business and helps local customers find a page that speaks directly to them.

These pages should include:

• City-specific headings and content
• Services and products you offer in that area
• Testimonials or reviews from customers in that region
• A Google Map embed or directions to your local office (if you have one)

Pro tip: Don’t just copy and paste. Speak directly to your local audience and highlight what makes that area (and your work there) unique.

7.  Add Structured Data (Schema Markup)

I saved this one for last on purpose. It sounds the most technical and honestly, if your eyes just glazed over, I understand.

Don’t lose me just yet! This is an important topic, so let’s talk about it in real terms, then figure out how to actually do it.

So, what the heck is a schema markup anyway?

It’s a way to embed keywords into your website in a way that Google can see it, but your customers won’t. Even if you’ve been diligent to say you’re “a dog groomer in Flint, Michigan, open from 9 a.m. to 5 p.m.,” Google may still not entirely register that you’re a local business, located in Michigan, open at specific times, or offering specific services. Adding structured data “talks” directly to Google — and it can make a big difference for drawing customers in.

One major benefit of adding structured data to your site is that it increases your chances of appearing in “rich results,” which are the fancier looking listings that include a business’s star ratings, hours, location, and more. Those are the listings that get the most clicks.

See? Not so bad. Maybe even a little exciting!

Let’s Get Your Business Boosted!

If any of this sounded good, but maybe you don’t feel like you have the time or patience to mess with it, don’t worry, you are far from alone. But remember, not doing it could be hurting your bottom line.

That’s where Queue Development can help! Queue Development is here to help create your Google Business Profile, update and add pages to include local information, help with writing or editing your local blogs, and getting that critical structured data put in place to boost your search ranking.

Find out how we can grow your digital footprint without the stress, start the conversation today by emailing Queue Development at [email protected]

Is it Honestly AI? Probably Not.

Anyone with a pulse and a computer or TV for at least the last year has been witness to a new digital revolution — the “rise of artificial intelligence.”

Companies across the globe are pushing out “AI-powered” products and services ranging from chatbots to coffee makers, and even a so-called “AI-based smart waste management system” (trash can) that sorts your trash and recycling for you. No, really. It’s a thing.

“AI” is undoubtably under development, and some models do exist — however, as a term, “AI-powered” can be largely regarded as the buzzword of the moment. It’s hot, mysterious, and definitely makes things sound smarter. But the truth is that a lot of what companies are calling “AI” is just better automation in new packaging.

Now, you may be catching the notion that I’m writing this article as a drag on those companies and their “AI-powered” products.

Au contraire.

There’s another truth to reveal in this “coffee-powered” post you’re reading, and it’s that catching on to the AI craze is an enormous opportunity for small- to mid-sized Michigan businesses — but there’s an honest way to do it and do it effectively.

You don’t need to invent the next ChatGPT to offer a smart, helpful user experience. Most of the “AI” tools on the market today are actually just solid software, most of which have been around for some time, but are now being delivered more efficiently than before. What’s more, with the help of a developer, you can add these programs to your site with relative ease and how you talk about it may have a big impact on how customers perceive your business.

Let’s cut through the buzzwords, get a better grasp on the tools companies are really using, and how to frame them in customer-facing language that’s modern, clear, and most importantly, honest.

Demystifying the Hype.

Before we can talk strategy, we need to talk about what’s happening in most cases when a company claims to be using “AI.”

When companies say “AI,” they might mean:

• A chatbot that answers basic questions using a script
• A form that recommends products based on previous inputs
• An algorithm that schedules emails based on customer behavior
• A grammar tool that rewrites a few lines of text

Technically, these features might involve machine learning. But generally, they’re built on rules, predictions, and automation, which makes it “smart automation” or “predictive logic” not actual intelligence.

Imagine it this way: putting a full-blown AI into a bank’s automated customer support chat feature would be like using a firehose to water your lawn instead of using a sprinkler.

A full AI-powered large language model provides a flood of capability… but with sometimes unpredictable results. It may help a customer find useful information about getting a new home loan, or it may, for lack of a better term, hallucinate, a policy that doesn’t exist.

A rule-based automation is more like the sprinkler. Something controlled and targeted for results:

“Press 1 for account balance. Press 2 for fraud alerts. Etc.”

Calling these tools “AI” makes them all feel like something out of science fiction, but these labels are often misleading and might distract from what’s actually happening — and you don’t need true artificial intelligence to provide a better experience.

With so many smart automation tools already at your disposal, what matters is which tools you choose and how clearly you explain their value.

Smarter Tools, Not Smarter Robots.

We might not be printing steak dinners out of a Jetsons-style microwave just yet, but today’s smart automation tools can still make your site feel futuristic, without going full sci-fi.

Furthermore, you don’t need to fake the helpful tech-connected aspects of your site to attract customers. While the “AI” label might impress some users, most customers simply want a smooth, simple and easy-to-use interface that helps them find or do the thing they came to your site for.

Here are some smart tools to help you do just that:

• Chatbots: Whether they’re fully AI-driven or rule-based, chatbots help users find information quickly and free up your team’s time, but remember, full AI can offer a massive amount of additional capability, which can sometimes manifest in unpredictable ways.
• Email flows: Services like Mailchimp or ActiveCampaign allow you to send personalized messages based on user behavior. These messages are automated but provide a personal touch.
• Product recommendations: Shopify plugins and e-commerce tools now offer “You might also like” features that feel predictive, even if they're just using good data logic.
• Smart search: Tools that auto-complete search queries or surface relevant results make it easier for users to find what they’re looking for. These are often powered by simple keyword analysis and UX design, not HAL 9000.
• Appointment scheduling: using tools with built-in logic, like Calendly, TidyCal, or a custom solution, can help Michigan businesses show availability, qualify leads, and even adjust for time zones before booking.
• Abandoned cart recovery: Shopify, WooCommerce extensions, and Klaviyo can also send your customers automatic emails or push notifications to remind customers about the items they’ve left in their cart, calling them back to have another look and possibly complete the sale.

None of the tools listed above need to “learn” to feel smart to the user, but they can offer a responsive, efficient, and connected experience which often feels like intelligence to the customer, which is really what matters.

Messaging that Matches Reality.

If you’re using modern automation tools, you’re allowed to sound modern. I’m not here to discredit or demonize those who use it, but there is a difference between good marketing and a misleading spin.



Unless you’re using an actual artificial intelligence model in your product or site, you might consider explaining the smart automation service to your customers.

Here are some thoughts on how to appropriately toe that line:

• Instead of: “Revolutionary AI support!”
• Think: “Fast, intelligent support powered by smart automation”
• Instead of: “AI that knows what you want”
• Try: “Personalized recommendations that get better with use”
• Instead of: “Built with cutting-edge artificial intelligence”
• Try: “Designed to save you time using smart tools and data insights”
• 
  

Where to use this language:

• Home page: Let users know they’ll get an easy, intelligent experience.
• Service pages: Highlight features that offer efficiency or personalization.
• About or FAQ pages: Explain your approach to automation in plain terms.
• Sales pitches or proposals: Position your tools as modern and effective, without overpromising.

This kind of language shows that you understand the tech and know how to use it to benefit your customers without pretending you built a robot army.

Why Messaging Matters.

When you call something “AI,” you set an expectation. And if the experience doesn’t match that expectation, users lose trust. Not to mention, it muddies the waters of what is and is not AI.

So why use the label at all? Because when done honestly, it helps you build credibility as a forward-thinking business, improve engagement by making features feel helpful and modern, and highlights efficiency and personalization — two things users value.

That said, don’t chase the word “AI” just because it’s trendy. Instead, describe the effect it has on your users:

• “You’ll get quick answers anytime, thanks to our automated support tools.”
• “Our recommendations learn from your preferences to help you find the right fit faster.”
• “We use smart systems to keep things personal, even at scale.”

When the experience matches the message, customers are more likely to stick around and even recommend you to others.

Keep It Smart, Keep It Honest.

Artificial intelligence isn’t going away — but neither is good old-fashioned marketing. And in today’s landscape, the businesses that win are the ones that can leverage real functionality while communicating it clearly.

Strategies to maintain integrity while still winning customers:

• Know what your tools actually do.
• Don’t oversell, but don’t undersell, either.
• Use “AI” language if it helps explain the benefit, not if it just sounds impressive.
• Stay customer-focused, not buzzword-focused.

You don’t need to invent the next breakthrough to sound like a business of the future. You just need to show your customers you’re thinking ahead and utilizing tools that make their lives a little easier.

Ready to Implement Smart Automation that Actually Works?

Queue Development helps Michigan businesses build smarter websites using practical, modern tools — not just buzzwords. Whether it’s intelligent contact forms, user-friendly chatbots, or real AI features, we focus on what delivers value to your customers.

Let’s talk about how your site can work harder for you. Email us today at [email protected].

Big Enough for Amazon, Small Enough for Startups — Here’s Why “Stripe” Checks Out.

The checkout line at Meijer is long again. You told yourself you’d never use self-checkout. After all, you don’t work here. But look at those lines, look at those overflowing carts, and with only a few items of your own, you find yourself turning the cart toward the rows of automated cashiers so you can simply get in, get out, and be on your way.

It’s okay. It’s not a crime to crave speed and convenience. Ten years ago, many of us never thought self-checkout would really catch on. But today, some stores have done away with human cashiers altogether!

Why? Because in this internet age, everyone craves that feeling of speed and convenience. It’s not just a luxury anymore — it’s expected. And the expectation of convenience is even higher for online shopping. About 1.5x more expected, according to an online study of shopping habits conducted by PYMNTS.

If you’re a Michigan business owner selling products, offering services, or selling memberships, you need a simple checkout method to keep customers engaged through the end of the sale. That’s why so many businesses turn to Stripe Checkout.

If you’ve ever bought from Amazon, paid for a Lyft, or used Shopify or Substack, you’ve used Stripe. Not only can this checkout system create a sense of familiarity among your customers, but it has many benefits you probably don’t know about that can help you grow and expand your reach.

Let’s look together at what Stripe Checkout is, its affordability, and why it might be the smartest way to handle your payments.

What is Stripe Checkout?

Stripe Checkout is a ready-made, secure online payment page that makes it easy for your customers to pay you. It’s built and hosted by Stripe, one of the most trusted payment platforms in the world. (Did I mention Amazon uses it?)

Think of it like this:

Instead of building your own checkout form from scratch (and worrying about security, credit card regulations, or mobile responsiveness), Stripe gives you a polished checkout page that just works, right from the start.

Not only is it secure — it’s fast. Really fast.

At checkout, the average customer spends less than two-minutes filling out their information to make a purchase. Stripe supports multiple payment options, autofill, real-time validation, and card scanning on mobile, making you look high-tech with a smoother and smarter experience than most custom-built forms.

Once a purchase is made, Stripe can even send professional, branded receipts automatically, saving you time and giving your customers peace of mind.

What Can You Do with Stripe?

Stripe Checkout can be plugged right into your site or app to start collecting payments for a myriad of payment options: one-time purchases, subscriptions and memberships, donations or event registrations, digital products and downloads.

It’s all baked into this humble, yet hefty pie.

Stripe supports credit cards, Apple Pay, Google Pay, and even buy-now-pay-later options — all optimized for desktop, tablet, and mobile.

Trying to connect with overseas customers? Stripe can do that too, with 30+ languages and the ability to accept more than 125 different currencies.

Don’t Want to Look “Cookie-Cutter?” No Problem.

While its functionality might maintain the same standard across the board, not all Stripe Checkouts are made to look equal. Stripe offers multiple customization options to give your checkout a unique appearance that looks like it belongs to your business.

Customization options include the ability to add your:

• Logo
• Business name
• Brand colors
• Product details
• Confirmation page (where customers land after payment)

Why Do Business Owners Love It?

Here’s what makes Stripe Checkout such a smart choice for small and mid-size businesses in Michigan and beyond:

#1. Security is handled for you. You can stop worrying about PCI compliance or protecting your customers from hackers. Stripe is an API model (a communication software) that allows your site to handle payments without ever needing to collect or store credit card/personal data yourself.

#2. It’s mobile optimized. 60% of online shoppers complete purchases using their phone. As for the other 40%? Stripe easily translates to fit any screen, whether that’s a tablet, laptop, desktop, or even a smart refrigerator. (It was hard to imagine that ten years ago too.)

#3. It’s conversion focused. Stripe is built to reduce cart abandonment and help people complete their purchase. The easier it is to pay, the more likely a customer will.

#4. Stripe is global-ready. Not only can Stripe speak to customers in 30+ languages, but it will automatically adjust based on the region in which someone is visiting your site. Currencies are automatically corrected too!

#5 It’s subscription friendly. If you want to help your customers automatically re-order the things they’ll need again and again, you can establish recurring payments for easier business that you can plan for.

How Much Does It Cost?

With all its features, you might be worried it costs a fortune. You’re trying to generate subscriptions, not pay for another one. The good news is, it doesn’t cost a dime to install or keep on your website.

I’ll say that again. It’s free to keep on your site.

Stripe’s business model is built on your success — not draining your resources.

When you make money, it makes money. Stripe charges a percentage and a small fee per successful transaction. If a cart is abandoned or a payment fails, you won’t be charged at all.

Of course, it’s up to you whether the fees are fair, so let’s break down the numbers:

·     One-time payments: 2.9% + 30¢

·     Subscriptions: Same rate per recurring payment

·     International cards: Add 1%

·     Currency conversion / tax tools: Add 0.5%–0.8%

Here’s how that shakes out:

Say you have a customer in the U.S. who makes a one-time purchase of $100. Stripe would charge $3.20, leaving you with $96.80 from the sale. That’s the same as most standard card processing fees.

If that same customer comes back and decides to subscribe to recurring orders every three months, Stripe only charges the same amount, and offers support with billing tools, such as:

·     automatic invoicing

·     the ability to create coupons

·     offer trial periods

How To Get Started.

If you work with a web developer like Queue Development, it’s quick to integrate. They can set it up using Stripe’s simple tools and documentation — or even through plugins if you're already using something like WordPress or Shopify.

Once integrated, your developer can tailor the checkout to match your site’s design — building trust and making the checkout experience so easy, customers are less likely to click away.

Perhaps best of all, you can finally put the ibuprofen away. No more headaches from managing code, updating payment forms, or chasing down compliance issues. Stripe handles it.

Stripe Checkout is a simple, secure, and flexible way to start collecting payments online without having to reinvent the wheel. If you want to focus on running your business (and not becoming a coding or payment expert), this might be one of the easiest decisions you can make.

Spooked by API? Don't be. It's the Easiest Way to Boost Your Bottom Line.

Business moves fast — today, faster than ever before. If you’re not online, you’re not reaching your full sales potential. Even Michigan businesses that are online may still be wasting time and money by not using the tools already at their fingertips.

Let’s not waste time.

You can improve efficiency, cut costs, and grow smarter by connecting the apps and software your business already uses through safe, secure technology to automate tasks and streamline operations. The process is known as “Application Programming Interface” or API integration, and while it might sound technical, it’s less intimidating than it seems. Chances are, you’ve used it without even realizing.

API is a simple process that allows different software systems to talk to each other, helping your business run smoother and scale up more easily. Whether you want to accept payments online, manage customer relationships, or communicate better with your team, learning how to implement these digital tools can make an enormous difference for your bottom line.

What is an API?

An API is essentially a “messenger” or “bridge” that helps different software systems to share specific information or functions securely. If you’ve ever visited a site that allowed you to “use Google to sign in,” bought something online with Paypal, or pulled photos for social media directly from a social media account connected to your phone’s photo app, you’ve used an API.

See? Not so scary. In fact, using an API to automate those processes and others is not only faster and removes the risk of human error, but is often more secure than manually inputting your information into a new website, or in the case of a small business owner, storing all of your customer’s sensitive data.

So how does it work? To put it in a metaphor, it’s like visiting a Big John’s in Flint. You walk up to the counter and tell the cashier what you want, then minutes later, the steak and onion sandwich you wanted is brought out to you. Placing your order was like a software requesting a function, the cashier acting as an API, told the kitchen (the secondary software) about your request and the action was fulfilled. You didn’t have to make the sandwich or wrap it, but now you have it ready to go.

APIs work much the same way by making complex processes simpler for you and your customer. Software with specific functions like Paypal and Venmo, or that users tend to trust more, such as Google or Facebook, allow for easier functionality across platforms.

How Can API Save My Business Money?

The #1 way integrating API into your business’ software can save money is by removing repetitive tasks. You could spend your entire day inputting information from web forms into customer emails to verify details of an order, or you can let a software designed with that purpose do the work for you.

The purpose of API is to automate (and thus remove) repetitive tasks. By streamlining that which can be delegated to a program, you can free up yourself and your team to focus on other matters of business.

The same goes for your customers. Customers who forget their password for your site are more likely to abandon ship than try and try again. They’re also more likely to abandon their cart than fill out an entire shipping and payment form when other sites allow them to pay with a simple and trusted source like Paypal or Venmo.

API integration can also help you boost your visibility by automatically connecting to social media apps or other customer relationship management software.

By connecting to popular tools, you’re building your business on top of an existing service without re-inventing the wheel. Not only does this make your business look more reputable, but you create a more streamlined and enjoyable experience for yourself and the customer.

API integration is also an effective means of improving communication within your team. By connecting apps used across different departments, you can create a smoother flow of information. For instance, your sales team can access customer data updated in real-time by the support team. This means fewer errors and quicker decision-making, allowing your team to work more efficiently.

Can APIs be Trusted with My Customers’ Information?

APIs are often safer than obtaining and storing a customer’s data yourself, not to mention cheaper too. In every case, before an API is allowed to access your customer’s information, they’re asked permission to create the connection. APIs also use encryption to make sure data transfers are secure and only access the data necessary to complete an action quickly.

Say you integrate with Google, your customer will be asked to give your site permission to contact Google and verify their identity. Your site would then essentially contact Google to see if they say who they claim to be, and if the person verifies their identity through email and Google says “yes,” they’re allowed in. This creates a simple two-factor authentication that’s even safer than a regular username and password. Furthermore, your site only receives certain, limited information, such as a name, email address and in some cases, a profile picture with additional permissions requested.

Payment software allows a customer to transfer money from their bank account or debit card without ever sharing their sensitive information directly to your site, limiting liability.

How Are APIs Created? (In simple terms)

APIs are created by a developer who establishes a set of “rules” for how the software should communicate. These pathways are created intentionally so other apps can connect and “talk” to one another, allowing each to do the job they were created to do.

How Can Your Business Get Started?

I’ve thrown a lot at you, and there’s a lot to consider when thinking of integrating new tools to improve your business. The good news is that you don’t need to completely overhaul your operation to get started.

Start with a small, simple integration. Identify one repetitive task that could be automated, like sending order confirmations or syncing calendars. Once you see the benefits, you’ll be ready to scale up to other processes.

Next, you’ll want to find existing APIs that match your business’s needs. Web developers like Queue Development can help your business find the right solution, then integrate it with your website or systems to ensure smooth operation.

APIs are a powerful tool for businesses of any size, yet many don’t know what they are or how to use them. APIs can help you iron out the kinks in your website, open up new opportunities, and stop wasting time, effort, and money. Get in touch with Queue Development today to start the conversation about how your business could benefit from API integration, and how the process can be painless and effective in scaling your business faster.

Want to Improve Your Art? Start with Light.

Few skills are more important to an artist than mastering the relationship between light and shadow. With proper lighting, a two-dimensional drawing can pop off the page and take on a vivid, three-dimensional feel. Whether you're painting a portrait, illustrating a still life, or sketching a cityscape, your understanding of lighting can make or break the realism and emotion in your work.

But while it's one of the most critical artistic tools, lighting is also one of the hardest to get right.

That’s why Light Reference was created. This free online app allows visual artists to build scenes, adjust lighting direction and strength, and use the result as a visual reference for studying how light and shadow affect form.

Whether you’re a painter, illustrator, or digital artist, Light Reference gives you an intuitive way to experiment with mood, depth, and form, all without the need to set up physical lighting in real life.

In this tutorial, we’ll walk you through what Light Reference is, how to use it, what features are coming soon, and why it’s a tool you’ll want to bookmark it to return again and again.

What Is Light Reference?

Light Reference is a free, easy-to-use web application created by Queue Development with beginners in mind. It helps 2D artists understand how light interacts with form in a variety of scenarios by using simple, adjustable shapes.

With Light Reference, you can:

- Add or remove multiple simple shapes (sphere, cube, cylinder)

- Adjust the direction and strength of a single light source

- Move and rotate objects along X, Y, and Z axes

- Change object colors

- Toggle a background grid on or off

- Save your configuration as a downloadable PNG for reference

How to Use Light Reference

Step 1: Choose Your Shape(s)

Add up to five spheres, cubes, or cylinders to your scene.

- Spheres are useful for studying how light behaves on rounded forms like heads, fruits, or balls.

- Cubes work well for boxes, buildings, or any scene with hard edges and flat planes.

- Cylinders help replicate arms, legs, cups, and architectural columns.

These three shapes provide the foundation for practicing realistic shading and understanding how light behaves across surfaces.

Step 2: Position and Color Your Shapes

Move each object freely along the X, Y, or Z axes to create a custom composition. You can also change each shape’s color. This is great for exploring how shadows fall between objects and how reflected light affects color and tone.

Step 3: Adjust the Lighting

Use the bottom slider panel to control:

- Azimuth — the horizontal direction of the light source

- Elevation — the vertical height of the light

- Intensity — how bright or dim the light appears

These settings let you explore how light behaves in different situations, from overhead light to early morning light, evening light, and everything in between.

Step 4: Toggle the Grid

The optional X-plane grid helps you keep track of perspective. Once your scene is set, you can toggle it off for a cleaner reference image.

Step 5: Download Your Scene

When you’re satisfied with the setup, click “Download PNG” to save the image to your device. You can then use it as a reference for sketching, shading practice, or building more complex scenes later.

How Is Light Reference Improving?

User feedback is helping shape the next version of Light Reference. New features currently in development include:

- More Shapes – cones, pyramids, and compound forms

- Material Options – shiny, metallic, or matte surfaces

- Colored Lighting – simulate warm, cool, or tinted light

- Multiple Light Sources – simulate complex lighting environments

- Rotation Controls – rotate objects to achieve alternate perspective views

- Scene Presets – save and reuse lighting configurations

- Dark Mode – a low-light UI for night sessions

- Mobile Optimization – better controls for tablets and phones

Have ideas for new features? We'd love to hear them! Contact us at [email protected]. Your input directly shapes the future of this tool.

Why Use Light Reference?

Mastering lighting and shading is one of the fastest ways to level up your art. Light Reference gives you a quick, visual way to build that skill, without needing physical lights, props, or ideal daylight conditions.

It’s perfect for:

- Studying the fundamentals of light and shadow

- Practicing tonal shading

- Creating lighting references for thumbnails or compositions

- Building consistent lighting in character and environment design

Just log on, build your scene, and start learning.

Try It Out!

Visit Light Reference today and see how fast you can build your lighting intuition. Whether you’re brand new or refining your style, this free tool is here to help you grow.

Happy sketching!

The Ugly Truth About E-Commerce.

If you run an e-commerce site in Michigan, there’s an ugly truth that not many of us are ready to face. How exciting your product is, is less important than how your customer feels buying it.

There. I said it.

When it comes to sales, there’s a reason certain salesmen and women excel while others don’t. Some know how to sell the experience. Buying a car wouldn’t be nearly as enticing without a test drive. Fine dining restaurants serve quality food, sure, but they’re also selling atmosphere and emotion. We love our coney islands here in Michigan, but I’d never buy a $150 steak at one, even if the waitress promised it was Wagyu. The same principle applies to online checkouts — your customer’s experience sets the tone for their visit. It may determine how much they spend, if they spend, and whether they’ll be back.

Maybe you can think of a time when you searched through a website, you found exactly what you wanted, but you didn’t trust the site – or maybe they added steps to the process that made buying more of a hassle than a joy. There’s a saying that comes to mind, “don’t make it hard for me to pay you.”

In the age of the internet and online shopping, the worst thing you can be is out of date. A clunky website can be a source of frustration, make you look out of touch, raise questions whether your site is safe, and worst of all, it can make them leave a full cart sitting at your virtual register.

Your customer’s experience on your website matters from the moment they find your link to the moment they submit their payment. But according to data from the Baymard Institute, a whopping 70% of online sales in 2024 ended with customers abandoning their cart. According to the institute’s 14-year study, there are several common pitfalls that end online sales that could have otherwise been money in your bank account.

Here are some of the worst offenders:

• Customers were required to make an account to proceed to checkout (26% abandonment)
• The website didn’t seem trustworthy (25% abandonment)
• The checkout process was too cumbersome to finish (22% abandonment)

Even something as simple as requiring a phone number but not explaining why or how it will be used can influence a customer’s decision to leave a site and was studied to cost businesses up to 5% of sales.

A simple and easy checkout experience, with the option to pay as a guest, with a payment method they prefer, is how the most successful online retailers boost their business. The trouble is, keeping it simple, isn’t always as simple, or intuitive as it may sound.

If you want to get more customers to check out, we can recommend several quick ways to improve your customer’s experience based on Baymard’s findings.

1.  Allow Guest Checkout

Make it clear that customers are allowed to “continue as guest” at checkout. Don’t hide the fact that a customer is able to use your site without completely registering.

In a perfect world for a business, we’d love everyone to enthusiastically sign up for emails, promotions, and the promise of return business, but the harsh reality is, not every customer wants to.

A customer having a comfortable experience on their terms means they’re more likely to follow through at checkout and may still generate repeat business.

2.  Simplify Password Requirements

You may think you’re looking out for your customers by setting an array of requirements for their password — but the more stringent your requirements are, the more likely a customer will turn elsewhere to shop in the future if they forget their password. Nearly 19% of would-be repeat customers abandon their cart instead of resetting a forgotten password.

Most people set their own strategies for password protection. They’ve created a system to commit passwords to memory while feeling secure and are less likely to recall an outlying password with requirements they were forced to meet. To offer better recallability, while still providing protection, sites can take several actions.

1. Allow six- or eight-character minimum passwords without additional requirements regarding special or case-sensitive characters.
2. Create password attempt limitations or obstacles and incorporate human-friendly CAPTCHAs, and/or
3. Implement two-factor authentication using a customer’s pre-registered phone number or email address, and
4. Require re-input of payment details for orders going to a new address.

3.  Provide Multiple Payment Options

Customers like what they like. This is true from the item in their cart to the way they choose to pay. E-commerce sites can easily increase sales by offering multiple payment options beyond standard debit/credit card transactions.

PayPal, Apple Pay, and Google Pay capture the lion’s share of online market transactions — about 85%. Sites without these payment options are at high risk of losing the final sale to another site which doesn’t require a customer to fish out their card to find the numbers.

4.  Be Clear About Delivery

Customers visit sites to shop, not to do math. If they’ve gone so far as to place your item in their cart, they want to know when they can have it, not how long it will take to ship. While these may seem like one-in-the-same to the business owner, to a customer, “typically ships between 2-3 business days” and “arrives by Thursday” may as well be two different languages. The same goes for “orders placed by 3 p.m. EST” versus “order in the next two hours.”

The former in both examples above are how businesses speak to other businesses, but customers are more likely to enjoy the latter. The people who want to buy your products want to know when they should expect their package and when they need to place the order to get it on time. Offering order cut offs and latest expected delivery dates are a way you can improve the user experience by simply speaking their language.

5.  Clarify Required Fields

Be clear about what’s required and what is not, and avoid input masks for restricted inputs. You need to know what to put on the shipping label and you need a method to contact the customer should there be a change with their delivery. However, customers can become confused if it’s not clear which information you’re asking for is optional or mandatory. It’s best to denote both instances clearly on the checkout page, either by directly stating what is “required” or “optional,” or by utilizing asterisks for mandatory fields.

Customers can also become frustrated if the information they provide is flagged as being “invalid.” If your site requires dashes in phone numbers, or if spacing doesn’t matter, it’s best practice to provide an example for the expected formatting to reduce confusion and customer fatigue.

6.  Clearly Explain Formatting Errors

Another cart-abandoning point of contention for many customers is frustration from unclear error messages. Some users will try again, but persistent error messages without clear instructions on how to correct the issue will lead many customers to lose patience. They may even begin to believe the issue is with your site, not with themselves. You only get so many attempts before a customer loses hope and leaves their cart and your site behind — potentially forever.

If a credit card has been input incorrectly or the customer has incorrectly filled another field, don’t just send them back to the top of the page, provide clear messaging that explains exactly what is wrong and how to fix it.

Implementing these solutions can provide immediate benefits to your business, whether your sales are primarily in Michigan, or you’re searching for customers around the globe. Keeping customers engaged, happy and undisturbed throughout the entire sale means fewer abandoned carts and more money coming in.

Good luck!