Technology has come a long ways fast. Remember when everyone was on dial-up and you had to wait just for images to load?  Today, high speed internet is the norm and audio and video streams instantly.

Website audio makes it easy to tell your story to visitors to your site.  Web audio can both explain what you do (sell your service) as well as provide compelling audio testimonials.

How do I know it works?  My web stats show that my audio files are consistently highly accessed.  People can’t resist clicking on the little “play” icon.  Why not capitalize on this yourself?

There are two routes to go:  hiring an audio hosting service to do the work for you, or doing in yourself.  A quick online search shows prices are about $30/month (www.exciteaudio.com) to host a web audio player.  Probably well worth it, but I’m a DIY guy and like to be in control of what’s on my site.

You’ll need a way to get audio into your computer.  If you are doing strictly narration and voice-overs from the comfort of your computer you *may* be able to make do with the built-in or plug-in microphone
that comes with your computer.  I don’t recommend it.  You can still deliver your message, but you’ll get far better audio quality for just a little extra investment.

The Hardware

You can buy a USB microphone or use a quality microphone that can connect to your sound card.  I chose to buy a handheld digital recorder that I could take with me to events.  I perform magic shows and wanted to capture audio testimonials on the spot from clients.

There are several options ranging from the Zoom H2 ($180) to professional Marantz and Sony units costing $500+.  Compare prices and features at www.ccisolutions.net.

All of these recorders will capture hundreds of hours of audio (depending on compression and sampling rate) to a flash or SD memory card.  All have multiple inputs and outputs for connecting a variety of
external microphones as well as USB for easy and fast file transfers with your computer.

Case Study:  Deliver Your Sales Message with Enthusiasm

Listen to a sample at www.edumazement.com/nwfr.html

Reading your sales message lets you convey the passion and emotion that you have for your business to your prospects.  Even if you’re not a natural at voice-overs, letting people hear you speak in your own
voice gives them a personal connection.

I’ve added voice-overs to slideshows, videos, and webpages.  I start by writing a script.  You can wing it and do as many re-takes as you need, but I like a script to be sure all of the important points are covered.

Put emotion into the words.  And remember to smile – the warmth will be come through in the recording.

Case study:  Audio Testimonial

Listen to a sample at www.amazementproductions.com/tradeshows.html.

If the situation is right, mention that you are collecting audio testimonials.  Is your client willing to share a comment that you can post on your website for others considering using your services?  If so, move to a quiet area with minimal background noise.

Explain how the testimonial will be used and coach the person a bit so they have an idea of what you are looking for.  (Remember, this was your idea, not theirs!)  If you want them to stress a certain point or have them mention something in particular, ask them.

Set levels and have the subject speak into the microphone.  Monitor levels to be sure it doesn’t peak.

Be sure your subject is relaxed and willing to help you out with your request.  Oh, and tell them to smile before they talk.  It works wonders!

Edit the Audio File

Transfer the audio file to your computer and open it in an audio editing program.  I use Adobe Soundbooth, but several free programs (www.wavosaur.com, http://audacity.sourceforge.net, Expstudio, etc.) are available.  Trim out the excess and, if you like, clean up the audio eliminating background hum, etc.  (Filters are amazing!)

If your final delivery is the web, export the edited file as an MP3 file (mono, 64 kbps).  You’re ready to attach this file to an e-mail or post it on your website.

Posting Audio to your Website

But just HOW DO you post it to your website?  One way – not recommended – is to place the file to automatically play in the background when your page is opened.  I originally did this and my associate e-mailed suggesting
that the audio should have a stop button.  You don’t want to force your message on someone who doesn’t want to hear it, or perhaps wasn’t expecting audio and had their speakers turned up too loud.

The classier way is to download javascript code that includes the start/stop functions as well as includes a volume control.  The one I use is found at http://wpaudioplayer.com/standalone. Their website includes full documentation, so I won’t mirror it here. There are several other free hosting options as well; do a Google search.

If you built your own website the instructions are relatively easy to follow.  If someone else maintains your website for you, they’ll handle the details.

Do More with your Audio Recorder

There are other handy applications for a digital audio recorder.

• Take notes.  Mine is with me in the car at most times.
• Record meetings.  (Please make sure you alert everyone that you would like to record the meeting or conversation, and get everyone’s permission in advance.)
• Review my presentation notes on the way to an event.  (I do custom presentations for clients and write new scripts specific for their tradeshow, convention, etc.  This allows me to brush up on my spiel as I drive.)
• Record your presentation for critique later.  (I use a wireless microphone and take an output from the sound board direct to my audio recorder for crystal-clear audio)

The technology is here and affordable.  Whether you’re using the voice recorder function on your cel phone or investing in a dedicated audio recorder, be sure to take advantage of audio in your marketing.

Learn more about the author, Jeff Evans.