improving your website: elements of a winning web presence

Improving Your Website: Elements of a Winning Web Presence

Gere Jordan, Holony Media, 6/8/15

Hi!My name is Gere Jordan and I’m President of local digital marketing company Holony Media.

We use the internet to grow businesses.Through website design, SEO, online advertising, and consulting.

Quick survey. What’s your website situation?

Agenda for today:

1. Discuss what makes a “good” website2. Explore some real world examples

First, what do we mean by “winning” web presence?

A website that achieves measurable business results and outperforms the competition.

Elements of an Effective Website

Planning Design

Content Technology

Planning

● What’s the purpose of the website?● What are your goals?● Who is the audience?● How will you measure success?

Amazon (e-commerce)

BuzzFeed (publishing)

Thumbtack (lead generation)

Charlotte Tang (portfolio)

...all have different goals which impact their design and marketing strategy.

Design

Clean, Simple, & Professional Design

Good

Bad

1. Achieve balance2. Space it out3. Limit your colors4. Enhance readability5. Prominent visuals6. Declutter

Tips for Clean Design

ConsistentBranding

1. Professional logo2. Unified identity3. Prominent4. Consistent

Website Branding Tips

Intuitive, User Friendly Navigation

1. Non-standard style2. Poor labels, order3. Excessive options4. Buttons not links

Common Navigation Mistakes

Mobile Friendly

1. Pull up Google on mobile device2. Search for site:yourdomain.com3. Look for “mobile friendly”

You can also use Google’s Mobile Friendly Test for detailed feedback.

Test Mobile Friendliness

Focus on Conversion

1. Set goals for visitors2. Tell readers what to do3. Call-to-action on each page4. Simple and clean5. Remove barriers

Conversion Tips

1. “Request an Estimate”2. “Schedule Consultation”3. “Free Download”4. “Buy Now”5. “Learn More”6. “Start Free Trial”

Call-to-Action Examples

Content

Useful & Informative

1. Start with core content: a. aboutb. products/servicesc. testimonials/social proofd. contact

2. High quality3. Map content to user intent4. Look at competitor content

Basic Content Tips

Easy to Browse & Scan

1. Headings, sub-headings2. Bulleted, numbered lists3. Short paragraphs4. Break up text with images5. Full-width6. Columns7. More spacing

Tips for Scan-Friendly Content

Search Engine Friendly

1. Know your keywords2. Targeted titles, headings3. High quality4. Original5. One page per keyword6. More content, the better7. Fresh, relevant

SEO Friendly Content Tips

Diversify Content

1. Infographics2. Audio (e.g. podcasts)3. Video4. Presentations5. PDF Downloads6. Interactive7. Events8. User Generated Content (UGC)

Different Types of Content

Technology

Content Management

System

1. Easier to update2. Web-based editing3. Emphasis on publishing4. Less expensive5. More control over changes

CMS Benefits

Contact Forms

1. Short as possible2. Mobile friendly3. Make sure it works4. Set follow up process

Form Tips

Google Analytics

1. Website traffic2. Traffic sources 3. Conversion rate4. Popular pages5. Time on website6. Bounce rate

Data to Track with Analytics

Consolidate & Control

1. Own your domain2. Have hosting access3. Avoid multiple domains 4. Register in your name5. Use shared email address

Gaining Control

In Summary:

How can you improve your website?

Planning

● Determine your target audience

● Evaluate audience needs and competitive landscape

● Set goals for your website

● Approach website design and marketing with the above in mind

Design

● Clean, simple, professional

● Consistent branding

● Intuitive, user friendly navigation

● Mobile friendly

● Conversion oriented

Content

● Useful, informative

● Easy to browse, scan

● Search engine friendly

● Diversify content types

Technology

● Build on a CMS

● Add a contact form

● Install Google Analytics

● Consolidate domains

● Control your assets

Sample Sites

Winning Sites

http://www.freshbooks.com/

http://www.politico.com/

http://www.ableroof.com/

http://www.columbusdefensefirm.com/

Need Help

http://www.dpro.com

http://www.bolenreport.com/

http://www.petetheplumberny.com/

http://www.attorneymsmith.com/

Analyzing the Delaware Chamber Website

http://www.delawareareachamber.com

https://www.uschamber.com/

Discussion time. What questions do you have? Let’s discuss your

situation.

For more information, including a copy of this presentation, visit:

http://www.holony.com/bed