MARKETING WEBINAR SERIES GETTING IT RIGHT IN 2014 & BEYOND

Building An Effective Website - Understanding What Goes Into Making Sure Your Website Is Properly Developed

Joe DeMicco

http://www.linkedin.com/in/joedemicco

https://twitter.com/demicco

Cohort IV (February 2012)

Full service website design & internet marketing. ONE COMPANY, EVERY STEP OF THE WAY.

Successfully Partnering with Our Clients Since 1994

Who We Work With:

HOUSEKEEPING

• Varied Group at Various Stages of Online Presence & Marketing

• Feel Free to Ask Questions via Online Pane as Desired

• This Webinar Touches on a Variety of Elements that Work Together as a Baseline in Effective Website Development

• Goal is to achieve a high level understanding of Concepts and Open a Path to Self Evaluation and Next Steps Planning

• Not crunching a lot of stats - working assumption is we all understand the opportunity the World Wide Web offers our businesses and growth.

CONGRATULATIONS!

YOUR WEBSITE

Your Website keeps you OPEN for

business all of the time

It is just as important in representing you

(if not more-so at times) as any brick & mortar location

“All Roads Leads To Rome”

Your Website IS at the Center

Different Paths Bring Visitors To The Same Goal

Behavioral Reporting

Attribution and Refinement

Management Reports for ROMI

Sales

WHAT MAKES A WEBSITE GREAT?

In a NUTSHELL...

!

Effectively Engaging Your Target Audience and Simply Satisfying Their

Needs

You NEED To Put Your Best Foot

Forward

***First Impressions Count***

So Who Are We Doing This For?

YOUR HUMAN BUYERS!!!

It all starts with a Plan

User Experience is KEY

Focus on PEOPLE First and Foremost

Know Your Intended Outcome

Site Architecture Site Design Development

Don’t put the cart before the horse

Information Architecture

Information Architecture is the art and science of organizing, labeling and

connecting website content to support and optimize Usability and Find-ability.

Definition adapted from:

Get In Your Clients Mind

WHO?

WHAT?

WHERE?

WHEN?

WHY?

2014 & BeyondWHO

Must know Your Buyers better than ever before

Buyer Persona Development (Covered in March Webinar 2014)

WHAT What are they looking for? What are the looking to achieve?

Context

Content Visitor

View Products or

Services

Learn

Gather Specifications

Ask QuestionsCompare

Make a Purchase

WHERE

Location Is KeyGeography impacts:

Feasibility

Language

Opportunity Awareness

Intent

WHEN

What time are they interacting with you?

What is the timing in their Buying Process

Their timing in the Customer Journey

WHY

What is their INTENT?

What are their goals?

What are YOUR goals?

Trust & Credibility

Conversion

Engagement

Introduction

Conversion Funnel

Successful Progression

Your Site Serves YOU

As Well

In Fact, It May Be One

Of Your Most

Powerful Allies

YOUR Expectations…

Set Goals: How will they be met? What does the website need to achieve them?

I Know my Buyer and Have Valuable Content to Share

Your Home Page is the equivalent of

Reception in the Lobby of an Office

Building

Internal Sections / Pages

Global

Loca

l

Local

Context

Most Important

Least Important

Above The Fold

Below The Fold

General Characteristics of Good Webpage layout

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So Far…

Defining your message(s) (Last Month)

Respect / KNOW your audience (personas)

Contemplate WHO, WHAT, WHERE, WHEN & WHY

Chart out the paths of delivery on site (wire-framing process)

etc.

More Choices Than Ever Before

“CUSTOM”

ONLY TOOLS

Brainstorm Approach

Gather Assets

Lay Out a Plan

Ask Yourself and Others…

“Would This Work For Me as a

buyer???

Functionality

Select Supporting Platform

Scalability

WYSIWYG

Feasibility

Core Brand Rules

Build in Stages

Home Page

Internal Comps

Confirm On Track

Checklist Items

You Can Build Incredible, Lasting,

Remarkable & Impressive

Structures on a Solid Foundation

10 Key Tips To Help You Succeed

A Message That ResonatesContent is Buyer / Client Focused and Engaging#1

Professional Looking Design

Consistent with Branding

Clear & Easy to Consume

#2

Remember YOU are the Solution

Clearly Visible and Labeled Navigation#3Supermarket Concept

JuicesWater

FarinaOatmealCereals

CakesCrackersBreads

Soda

ApplesPears

Bananas

Consider Your Buyers Taxonomy

Clear and Inviting “Calls To Action”#4

Leverage Content “Buckets” on Your

HomePage to Facilitate Visual

Navigation Beyond Global Navigation

#5

Page Content Goal is Obvious “At a Glance” #6

Content ordered with mind to the “fold”

#7

Cross Browser Compatibility#8

Mobile Friendly

It is a multi-device, multi-screen world but visitors are using the ONE they chose at

that moment.

#9

PROPERLY Coded Analytics

#10 • TRACK • REPORT • ANALYZE • UPDATE • MAINTAIN

No Longer Brochure-ware

Just as you listen in physical business you must listen onlineThink about your Customer’s Journey

• Get what they came for

• Get it easily & enjoyably

• Trust (established /reinforced)

• They tell others

• Engage & Convert

• Search Engines notice

• You attract more customers

END RESULT = YOUR BUSINESS GROWS

We want visitors to...

Additional benefits

Revisit Your Existing Site

Map On Paper / Whiteboard

Base Checklist

✓Does the site look reputable/professional?

✓Is it easy for me to use the site?

✓Is it a pleasant experience?

✓Is this site in good working order with no broken links?

✓Does the page satisfy my search query or my intent?

✓Can I see what I came for?

✓Can I get the information I want anonymously (at least most of it)?

✓Is there enough information here to satisfy me?

✓Is the information up-to-date?

✓Is the site offering me information that’s useful that I didn’t think to look for?

✓Is it easy for me to share what I found at the site with others?

✓Is it easy for me to take the next step toward getting what I want from this company?

✓Are the phone number and contact points clearly visible?

It’s Opening Night EVERY Night!

Make Your Best Debut!

THANK YOUQ&A