7 things you need for a business website oct-2015
TRANSCRIPT
7 Must-haves for Your Website
MAKING YOUR WEBSITE WORK FOR YOU
Reiko BeachTRB Design, Inc.
The Toolbox, Inc.October 2015
Reiko Beach@reikob
Who am I?
What has your website done for you lately?
What??
What are the latest trends - is your website showing it’s age?
What??
What ways can you tell if your website is working for you??
What??
What are we going to talk about?
71. BRANDING
2. ORGANIZATION
3. CONTENT MANAGEMENT
4. ANALYTICS
5. SEO
6. SHARABLE CONTENT
7. TABLETS AND PHONES
Branding is more than your logo
Branding
1
Wikipedia:
a name, logo, slogan, and/or design scheme associated with a product or service
Branding
Does you website look like your brochures and fliers
Branding
• Logo• Tagline• Colors• Fonts• Content
Does you website look like your business cards
Branding
?
Does you website look like your social media
Branding
?
Make it big
2015 web trends
The Parallax effect - Parallax has evolved into many different mutations.Use of page scrolling or mouse movement to animate elements or properties of the page.
Flat Design
2015 web trends
Example: http://www.elegantthemes.com/demo/?theme=DiviGood article on other trends: https://99designs.com/designer-blog/2015/01/16/top-web-design-trends-2015/
Why is this important?
Consistency
• Helps you manage perceptions.• Conveys your outlook and attitude.• Protects your investment.• Builds upon previous successes.
Branding Consistency
Objective: To drive awareness, engagement and loyalty
Branding Consistency
1
Organization
How is your website organized?2
Create Effortless, Predictable Navigation2
Does it have only one call to action on each page?2
What is a Call-to-Action (CTA)?
2In web design, a CTA is a banner, but-ton, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel.
- Wikipedia
Simple Example2
website goals – the sales funnel2Visitors - Awareness
Interest
Consideration
Customers
HOMEPAGE AND LANDING PAGES
PRODUCT/SERVICE DETAIL PAGES
ABOUT US & PRODUCT SERVICE DETAIL PAGES
FORM COMPLETION, CALL OR PURCHASE
Landing Pages2
Landing Page antimony a la Hubspot
2
http://blog.hubspot.com/marketing/7-landing-page-design-tips2
Organization
• The organization of the pages• Logical navigation• Being concise and clear in your
copy/text• Have one CTA per page (except homepage)• Use landing pages2
Focus on user centric design with:
Content Management
There are lots of ways to build a website3
Content Management
Can you make changes to your website on your own?3
Content Management
Is it easy to add functionality?3
Can you control your search terms?3
WordPress
WordPress is 24% of the web and is an example of a good CMS (content management system)3
WordPress• 76.5 million sites run on WordPress (3/2015)
• # of sites built on WordPress in 2014 – 18 million
• 40 thousand plugin (there’s an app for that)
• “Out of the box” is 80% optimized for search
• Scalable, responsive, open source3
AnalyticsDo you know:
• How many people are visiting your site?
• Where they are coming from?
• What they are doing when they arrive?4
AnalyticsWhy is that important?By referring to these statistics you can:
• Improve the conversion from visitor to customer
• Understand your visitors, leads, prospect, customers
• Learn what to do to optimize your website4
Your Audience• How many visits• Were they new or returning visitors• Demographics – what country, state, city
are they visiting from• What browser are they using• What device are they using4
Analytics
Audience Behavior• Where they first landed (homepage, landing page,
etc.)• What pages are most popular• How long did they spend on your site• Where they exited the site4
Analytics
Google Analytics – it’s free!4
4 ** Add the tracking code to your site and you are ready to start tracking in-
formation
4
1. Learn about your visitors via Analytics
2. Then make them your customers by giving them the content they are looking for4Analytics
Search Engine Optimization
“SEO” is a process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search .5
The majority of web traffic is generated through the major search engines: Google, Yahoo, Bing5
Search Engine Optimization
• Do you have a “blog”? [Google likes new content]• Is it easy to emphasis pages and posts, to tag, for
search?• Do you have a content creation plan?5
Content Creation and Keyword Marketing
“Content is King” Planning and writing your content is only part of the process.5
Content Creation and Keyword Marketing
Quality Content is KeyYou need to create original, quality content that is valuable to visitors.
That will attract search engines to move you up in the natural search rankings5
Google.com/trends
Do I write about “content marketing” or “content creation”?5
Keyword research – find what people are searching for:Generate a glossary of keyword phrases that addresses both prospect needs and the content you’re publishing.5
Some Key word research tools:Keyword Discovery
Word Tracker
Google Keyword Planner5
Sharable Content
Social Media6
Do you connect your social media pages to your website?6
Do you connect your social media pages to your website?6
Sharable Content
Is there an easy way to share your web posts/pages?6
6
Are you promoting your social media sites on your website?6
In the headersidebar
And in the Footer6
Sharable Content Tip10 Is the Magic Number
• Everyone loves lists.
• We love lists of 10 things most of all.
• 10-item lists on average received the most social sharing.
• They had four times as many social shares on average than the second most popular list number: 23.
http://www.inc.com/jessica-stillman/5-ways-to-make-your-content-shareable.html610
Sharable Content TipBuzzSumo found:
Tuesday may seem like a pretty dull day, lacking the excitement of Friday, the freshness of Monday, and even the distinction of being "hump day,"
but apparently its very blah-ness means more folks are on the lookout for interesting content to brighten it up.
http://www.inc.com/jessica-stillman/5-ways-to-make-your-content-shareable.html6TU
Sharable Content TipWrite Headlines That Are Human
6 https://blog.bufferapp.com/shareable-content-social-media-research
Sharable Content TipWrite Headlines That Are Emotional
6 https://blog.bufferapp.com/shareable-content-social-media-research
Advanced Marketing Institute makes a free Headline Analyzer Tool
Existing Headline: How To Discover Your Passion (EMV 20%)Higher EMV Score: How To Find Your Pas-sion Before It’s Too Late (EMV 33%)
Sharable ContentSharing your content using Social Media and getting people to share your content will drive more visitors to your website
6
As of January 2014:• 90% of American adults have a cell
phone• 58% of American adults have a
smartphone
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
Tablets and Phones
7
• 32% of American adults own an e-reader• 42% of American adults own a tablet
computer
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/7
Mobile devices accounted for 55% of Internet usage in the United States and growing
- January 2014 http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/7
Responsive design vs. Mobile sites vs. Dynamic serving
7
Responsive design delivers the same code to the browser on a single URL for each page, regardless of device, and adjusts the dis-play in a fluid manner to fit varying display sizes. 7
Responsive
7
Mobile sites
Separate website – different url (domain)
http://www.clickseed.com/seo/responsive-design-vs-separate-mobile-site-vs-dynamic-serving7
Dynamic serving
Dynamic Serving allows you to serve different HTML and CSS, depending on user agent, on a
single URL. http://www.clickseed.com/seo/responsive-design-vs-separate-mobile-site-vs-dynamic-serving7
Tablets & Phone
No matter what way you choose to de-liver your website, more and more
people will be accessing your site via phones & tablets –
Give them a great user experience. 7
Questions?How does your website add
up?What are your next steps?
Twitter: Reikob or TechDayCampFaceBook: Tech Day Camp
Linkedin: ReikoBeach [email protected] phone: 781.987.1655
TRBDesigns.com TheToolboxInc.com
Let’s connect:1. BRANDING2. ORGANIZATION3. CONTENT MANAGEMENT4. ANALYTICS5. SEO 6. SHARABLE CONTENT7. TABLETS AND PHONES