improving your website: elements of a winning web presence
TRANSCRIPT
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
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