Improving Your Website: Elements of a Winning Web Presence презентация

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

Слайд 1Improving Your Website: Elements of a Winning Web Presence
Gere Jordan, Holony

Media, 6/8/15

Слайд 2Hi!
My name is Gere Jordan and I’m President of local digital

marketing company Holony Media.

Слайд 3We use the internet to grow businesses.

Through website design, SEO, online

advertising, and consulting.

Слайд 4Quick survey. What’s your website situation?


Слайд 5Agenda for today:

Discuss what makes a “good” website
Explore some real world

examples

Слайд 6First, what do we mean by “winning” web presence?


Слайд 7A website that achieves measurable business results and outperforms the competition.



Слайд 8Elements of an Effective Website
Planning
Design
Content
Technology


Слайд 9Planning


Слайд 10What’s the purpose of the website?
What are your goals?
Who is the

audience?
How will you measure success?

Слайд 11Amazon (e-commerce)


Слайд 12BuzzFeed (publishing)


Слайд 13Thumbtack (lead generation)


Слайд 14Charlotte Tang (portfolio)


Слайд 15...all have different goals which impact their design and marketing strategy.


Слайд 17Clean, Simple, & Professional Design
Good
Bad


Слайд 18Achieve balance
Space it out
Limit your colors
Enhance readability
Prominent visuals
Declutter
Tips for Clean Design


Слайд 19Consistent
Branding


Слайд 20Professional logo
Unified identity
Prominent
Consistent



Website Branding Tips


Слайд 21Intuitive, User Friendly Navigation


Слайд 22Non-standard style
Poor labels, order
Excessive options
Buttons not links



Common Navigation Mistakes


Слайд 23Mobile Friendly


Слайд 24Pull up Google on mobile device
Search for site:yourdomain.com
Look for “mobile friendly”


You

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

Test Mobile Friendliness


Слайд 25Focus on Conversion


Слайд 26Set goals for visitors
Tell readers what to do
Call-to-action on each page
Simple

and clean
Remove barriers

Conversion Tips


Слайд 27“Request an Estimate”
“Schedule Consultation”
“Free Download”
“Buy Now”
“Learn More”
“Start Free Trial”
Call-to-Action Examples


Слайд 28Content


Слайд 29Useful & Informative


Слайд 30Start with core content:
about
products/services
testimonials/social proof
contact
High quality
Map content to user intent
Look

at competitor content


Basic Content Tips


Слайд 31Easy to Browse & Scan


Слайд 32Headings, sub-headings
Bulleted, numbered lists
Short paragraphs
Break up text with images
Full-width
Columns
More spacing


Tips

for Scan-Friendly Content

Слайд 33Search Engine Friendly


Слайд 34Know your keywords
Targeted titles, headings
High quality
Original
One page per keyword
More content, the

better
Fresh, relevant

SEO Friendly Content Tips


Слайд 35Diversify Content


Слайд 36Infographics
Audio (e.g. podcasts)
Video
Presentations
PDF Downloads
Interactive
Events
User Generated Content (UGC)

Different Types of Content


Слайд 37Technology


Слайд 38Content Management System


Слайд 39Easier to update
Web-based editing
Emphasis on publishing
Less expensive
More control over changes

CMS

Benefits

Слайд 40Contact Forms


Слайд 41Short as possible
Mobile friendly
Make sure it works
Set follow up process


Form

Tips

Слайд 42Google Analytics


Слайд 43Website traffic
Traffic sources
Conversion rate
Popular pages
Time on website
Bounce rate

Data to

Track with Analytics

Слайд 44Consolidate & Control


Слайд 45Own your domain
Have hosting access
Avoid multiple domains
Register in your name
Use

shared email address

Gaining Control


Слайд 46In Summary:

How can you improve your website?


Слайд 47Planning
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



Слайд 48Design
Clean, simple, professional

Consistent branding

Intuitive, user friendly navigation

Mobile friendly

Conversion oriented



Слайд 49Content
Useful, informative

Easy to browse, scan

Search engine friendly

Diversify content types



Слайд 50Technology
Build on a CMS

Add a contact form

Install Google Analytics

Consolidate domains

Control your

assets



Слайд 51Sample Sites


Слайд 52Winning 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/




Слайд 53Analyzing the Delaware Chamber Website


Слайд 54http://www.delawareareachamber.com


Слайд 55https://www.uschamber.com/


Слайд 56Discussion 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


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