quick guide to building a better website
TRANSCRIPT
WebsiteBuilding a better
Agenda
Introductions
The 3Ws
Putting it to work
Details, Details
Measuring up
IntroductionsWho we are, and what we’re hoping to achieve today
Anthony Congdon
rethinkmarketing.com.au
Todays notes are at bit.ly/BSW-BaBW
Why, Who, WhatLet’s begin with the W.W.W
Why
do you really have a website?
Awareness Consideration Purchase Service Loyalty
Blogs
Search
Lead Generation
Store
How Tos
Reviews
Who
are your target audiences
– How well can you describe them
– What do they like and dislike?
– How would they describe what you offer?
– What matters most and least to them?
?
What
is your unique selling proposition?
How are you going to communicate the unique value you have to offer?– Text
– Video
– Photos
– Blogs
– Social Media
Putting theory into practiceBuilding a better website
Headlines
Hodie particeps tua perdideris
Quid sui nominis - Emilio? Emilio gradiens ad carcer
Main Title –Your title needs to be an Elevator
pitch. It should summarise The
value you have to offer in the
product or service
Sub TitlesAre where you get to
explain the detailed
benefits to visitors
Images & Videos
Visuals can convert better than text
An Explainer VideoTo increase conversions consider a
video that explains your value
proposition
An ImageHelps people quickly see what you
mean…but keep them real and
make sure they are consistent
Every Element Communicates Subtle Information
Benefits
Break the benefits of your solution into bite
size chunks…. Oh, sic, qui stultus plastic continentis rogavi
Oh, sic, qui stultus plastic continentis rogavi
Oh, sic, qui stultus plastic continentis rogavi
Oh, sic, qui stultus plastic continentis rogavi
Scannable BenefitsDon’t drown visitors in content, instead, make it easy for them to understand the value you offer at a glance
Web Visitors are Scanners
Not Readers
Call to Action
Make sure your call to action stands out
BUY NOW Choose your wordsCreate a call to action that even you will want to click
DifferentiateYour buttons with colour and icons that don’t blend into the page
Page Fold
Place your important elements at the top
of the page
80%Of people spend 80% of their time on the first screen.
Proof
A great way to boost your conversion rate is
sharing what other people think of your
company.
Paenitet me quod tu me rogas? Oh, sic, qui stultus plastic continentis
rogavi te ut emas. Vides non manducare acidum hydrofluoric per plastic.
John Doe
Job Title, Comapny
Helps establish credibility in
the visitors mind
Blend Testimonials with contentYour testimonials should reinforce the value
you have to offer and claims you are making
Trust Elements
Third party verifications, play a huge effect on conversions
10,000 Likes
These companies trust us Using third party seals
such as Verisign and
TRUSTe to create
trust
Use logos of companies
who use your product or
service to reinforce
credibility
Social Proof via likes,
reviews and history
Mobile Friendly
Keep it Quick
Make it Easy to Convert
Simplify Navigation
Make it Local
Be Thumb-Friendly
Be Thumb-Friendly
Make it Seamless
Design for Visibility
Use Mobile Site Redirects
Make it Accessible
Listen, Learn and Iterate
Keep it Quick
Details, DetailsThings to watch out for with your online presence…
Transparency
If vendor lock-in provisions apply (for example, with hosting arrangements) these should be made clear to the client before the contract is signed.
Unless told otherwise, a client would reasonably expect that they would be the legal owner of a domain name bought on their behalf.
Unless told otherwise, a client would reasonably expect that work is being done in Australia. Unless told otherwise, a client would reasonably expect that you or your employees are doing the
work. Client should be told that analytics packages exist and that they can access their own analytics. If marketing services are offered, the developer should ensure the client fully understands the
difference between (1) paid search used for advertising and (2) organic (or natural) search, used to improve search engine rankings.
Online marketing: The client does not need to be told how the work is being done but they should understand what work is being done.
Where a client agrees to proceed with work prior to reviewing a contract, the client should have an opportunity after receiving the contract to end the arrangement and only pay for work completed up to that point.
The member must explain to the client before they sign the contract what happens after the contract terminates.
Source: Widlines.org.au
Measuring UpThe quick guide to understanding analytics
Analysis
• Types of Tools
– Quantitative – Answers the What, How, Where• Google Analytics
• Clicktale
• Crazy Egg
– Qualitative – Measures the Why• Survey Monkey
• Quallaroo
• PopSurvey
Review
What do problems / opportunities do your
analytics identify?
Who can you resolve these?
Would an A/B Test be of value?
What can you do to improve your
conversion rate?
Google Analytics Terms
Total Unique Visitors - the number of people
who saw your site
Total Page Views - the number of pages they
viewed
Bounce Rate - The percentage of people who
only looked at one page and then left the site
Mobile Visitors - The percentage of people
who visited on a smart phone or tablet
Visits - the number of visitors per day
throughout the period
Visits/City - The number of visitors from each
geographic area
Sources - How the visitors found your site
(i.e. Organic = Search Engines, Referral =
Links to your site)
Search Engine Referrals - which search
engines your visitors used to find you
Visits from Search Engines - total number of
visits from search engines
Unique Visitors by Keyword - Which
keywords people found you via in the search
engines
Most Popular Pages and the number of times
they were viewed and for how long (on
average)
Exit Pages - Which pages did they leave your
site from
Custom Dashboard
http://bit.ly/26PoM8r
Interactive DiscussionsLet make a list and start focusing on your sites
Anthony Congdon
has spent his the past 25 years working in the in the ICT industry in sales and marketing roles. He has a B.Bus, P.Grad DipBus(IS), is a MAMI, AWIA, and is recognised as a CPM.
Above all though he is passionate about helping small to medium businesses succeed online [email protected]
@AnthonyCongdon
Ph: +61 448 488 002