Web StrategiesWeb Strategies

Annette MarquisAnnette Marquis

Gini CourterGini Courter

TRIAD Consulting, LLCTRIAD Consulting, LLC

Workshop goalsWorkshop goals

Identify key elements of site design Identify key elements of site design that encourage visitorsthat encourage visitors

Know how to create user-friendly Know how to create user-friendly screen and print contentscreen and print content

Understand how search engines Understand how search engines affect site trafficaffect site traffic

Be aware of other Web marketing Be aware of other Web marketing toolstools

Steps to encourage visitorsSteps to encourage visitors

Be clear on your objectivesBe clear on your objectives Design your siteDesign your site Get the word out!Get the word out! Track your results to identify areas Track your results to identify areas

for improvementfor improvement

Be clear on your objectivesBe clear on your objectives

• Define your site’s purposeDefine your site’s purpose• Understand your roleUnderstand your role• Know your customersKnow your customers

Define your site’s purposeDefine your site’s purpose

Public or private?Public or private? Sales, promotion, entertainment, Sales, promotion, entertainment,

information, or organizational information, or organizational transparencytransparency

Internet Site

Intranet Site

Intranet Site

OR

Understand your roleUnderstand your role

Major site developer Major site developer

Content Contributor Content Contributor

OR

Know your customersKnow your customers

Who do you want to attract?Who do you want to attract? Why do you want them there?Why do you want them there? Are they from within your company Are they from within your company

or outside your company?or outside your company? Are they local or global?Are they local or global? Do they already know about you or Do they already know about you or

are you a new player?are you a new player?

Design your siteDesign your site

Find a great domain nameFind a great domain name Design your site with traffic in mindDesign your site with traffic in mind Deliver valuable and usable contentDeliver valuable and usable content

Find a great domain nameFind a great domain name

Company nameCompany name Product descriptorProduct descriptor Easy to rememberEasy to remember Easy to spell when heardEasy to spell when heard Have multiple names that point to Have multiple names that point to

your siteyour site

Design your site with traffic in mindDesign your site with traffic in mind

Optimize or pack your site with Optimize or pack your site with keyword phrases and meta-tags keyword phrases and meta-tags

Add a Site MapAdd a Site Map Develop unique and descriptive page Develop unique and descriptive page

titles, including keywordstitles, including keywords Don’t use framesDon’t use frames Add useful Web partsAdd useful Web parts

Deliver valuable contentDeliver valuable content

Keep information up-to-dateKeep information up-to-date E-mail links to documents on your site E-mail links to documents on your site

rather than the documents themselves. rather than the documents themselves. Post:Post:• Agendas and MinutesAgendas and Minutes• Reports and PresentationsReports and Presentations• Charts and dataCharts and data

Post documents in various formatsPost documents in various formats• Onscreen and downloadOnscreen and download

Adobe AcrobatAdobe Acrobat PowerPointPowerPoint

Get the word out!Get the word out!

Publicize your site addressPublicize your site address Make search engines work for youMake search engines work for you Go find your customersGo find your customers Explore other Web marketing toolsExplore other Web marketing tools

How Visitors Find YouHow Visitors Find You

Direct Navigation64%

Search Engines36%

Publicize your site addressPublicize your site address

Include URL in other communications:Include URL in other communications: Business cardsBusiness cards E-mail signaturesE-mail signatures Publicity materialsPublicity materials LetterheadLetterhead Printed documentsPrinted documents Radio and TV adsRadio and TV ads Local newspaper web siteLocal newspaper web site

Make search engines work for youMake search engines work for you

List your site with search engines List your site with search engines and directories and directories 95% of traffic comes from Google and 95% of traffic comes from Google and

Yahoo!Yahoo!• bCentral.combCentral.com• WebTraffic.comWebTraffic.com

Go find your customersGo find your customers

• eBayeBay• News groupsNews groups• Chat roomsChat rooms

Explore other Web marketing toolsExplore other Web marketing tools

Pay for search engine placementPay for search engine placement• Overture.com Overture.com

Pay for ad clicks (PayPerClick)Pay for ad clicks (PayPerClick)• Google’s AdWordsGoogle’s AdWords

Lead generation and capture toolsLead generation and capture tools• W5.comW5.com

Track your traffic rankTrack your traffic rank• Alexa.comAlexa.com

Improve your link popularityImprove your link popularity

Track your resultsTrack your results

• Web hosting company statisticsWeb hosting company statistics• Commercial web analytic toolsCommercial web analytic tools

WebSideStoryWebSideStory bCentral’s bCentral’s Site Traffic AnalysisSite Traffic Analysis

SummarySummary

Be clear on your objectivesBe clear on your objectives• Define your site’s purposeDefine your site’s purpose• Understand your roleUnderstand your role• Know your customersKnow your customers

Design your siteDesign your site• Find a great domain nameFind a great domain name• Design your site with traffic in mindDesign your site with traffic in mind• Deliver valuable and usable contentDeliver valuable and usable content

SummarySummary

Get the word out!Get the word out!• Publicize your site addressPublicize your site address• Make search engines work for youMake search engines work for you• Go find your customersGo find your customers• Explore other Web marketing toolsExplore other Web marketing tools

Track your resultsTrack your results

Questions?Questions?

For handouts, more info:For handouts, more info:• www.triadconsulting.comwww.triadconsulting.com

Or try our web site:Or try our web site:• www.triadconsulting.comwww.triadconsulting.com

Or, perhapsOr, perhaps• www.triadconsulting.comwww.triadconsulting.com