Essentials of a Purpose Driven Website
Must Have # 1 General Design Logo & Template Layout Follow the general rules of design
Must Have # 1: Design <ul><li>Logo – top left </li></ul><ul><li>Navigation – below logo </li></ul><ul><li>Call-to-Action –...
Must Have # 2 Content Where’s the Beef? Content needs to  answer  questions
Must Have  # 2: Content <ul><li>Better definition of content </li></ul><ul><ul><li>K eyword phrasing </li></ul></ul><ul><u...
Must Have  # 3 Technical Difficulties Broken Links, Broken Forms, Broken Mortgage Calculators, No Tracking
Must Have  # 4 Sales Messaging If you don’t ask, they won’t tell! No Call-to-Action, No Visible Phone Number, No Form,  No...
Must Have  # 4: Sales Messaging <ul><li>Define Conversion Goals </li></ul><ul><li>Set Benchmarks </li></ul><ul><li>Set up ...
Must Have  # 5 Search Engine Readiness What? Where? Who? Answer these questions to  build rock-solid SEO  Keywords  and  M...
Must Have  # 5: SEO <ul><li>Unique Meta Tags per page </li></ul><ul><li>Submit manually to Google through    Webmaster Too...
Let’s Connect! Debbie Morris Web Resource Management [email_address] WebResourceNow.com
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Purposeful website

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  • Nothing’s worse than when you go to a website and you are forced to watch an endless FLASH intro download what takes forever. &gt; Add a “skip intro” and text below the FLASH on the home page. Click submit on a contact form and what happens… a re-fresh of a page that doesn’t indicate that your form has been submitted, OR the link is broken and doesn’t work. That’s a very BIG error… the prospect starts to doubt what else won’t work when they deal with you. Fix that FAST! Hyperlinks that don’t work. This is another reason why I recommend complete URL links and few outbound links. If you are going to embed YouTube videos – good for you – but you may want to pay for the YouTube channel to eliminate competitors from being able to advertise around your video. YouTube is a $500 Million loss… it has to try to make some money somehow and since it’s owned by Google, you can bet they will learn how fast! Mortgage Calculators – test these periodically to make sure that a bug doesn’t cause a problem. Sometimes hosting companies will make upgrades on your site which could cause hiccups with your site’s programming. Tracking… you will hear this term a lot. If you don’t track your site
  • Having a site that tends to be more brochure-ware than a sales vehicle. If you want them to perform a task, you have to ask them to follow that path. Add “click here” Add “Free” something – free DVD, free estimate, free lunch with appointment, free mortgage quote Call, Click or Come By Messaging have a better chance of converting than not Provide visible telephone number on the site or easy to find contact button
  • Clients always say they want more sales from their website. But unless you take credit cards online, there are steps that need to happen before a sale can be made. It’s best to start out with determining what those steps are: visit beyond home page Pick a community Pick a floor plan Check our mortgage options Sign up for more information Sign up for social media follow Live Chat Engagement Watch a Video Download a form High Track = More Conversions by Number Better Designed Pages = Higher % Conversions Show slides of example sites
  • Save the Social Media Links (Sign-ups for Twitter/Facebook/LinkedIn, etc) for interior pages. Linking from home page boosts Bounce Rates which hurts SEO / PageRank.
  • Transcript of "Purposeful website"

    1. 1. Essentials of a Purpose Driven Website
    2. 2. Must Have # 1 General Design Logo & Template Layout Follow the general rules of design
    3. 3. Must Have # 1: Design <ul><li>Logo – top left </li></ul><ul><li>Navigation – below logo </li></ul><ul><li>Call-to-Action – At each scroll </li></ul><ul><li>level </li></ul><ul><li>Font 10 pt Arial; 12 pt Times Roman </li></ul><ul><li>No Reverse Design Sites – unless your site is JUST an online brochure </li></ul>
    4. 4. Must Have # 2 Content Where’s the Beef? Content needs to answer questions
    5. 5. Must Have # 2: Content <ul><li>Better definition of content </li></ul><ul><ul><li>K eyword phrasing </li></ul></ul><ul><ul><li>More appropriate language </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Headlines </li></ul></ul><ul><ul><li>Navigation –additional pages and opportunities </li></ul></ul><ul><ul><li>International / Global opportunities and brand building </li></ul></ul><ul><li>Improved linking strategies </li></ul><ul><li>Better ROI for SEO if conversions increase </li></ul>
    6. 6. Must Have # 3 Technical Difficulties Broken Links, Broken Forms, Broken Mortgage Calculators, No Tracking
    7. 7. Must Have # 4 Sales Messaging If you don’t ask, they won’t tell! No Call-to-Action, No Visible Phone Number, No Form, Not Inviting
    8. 8. Must Have # 4: Sales Messaging <ul><li>Define Conversion Goals </li></ul><ul><li>Set Benchmarks </li></ul><ul><li>Set up Tracking </li></ul><ul><li>Try Versioning to see what works best </li></ul>
    9. 9. Must Have # 5 Search Engine Readiness What? Where? Who? Answer these questions to build rock-solid SEO Keywords and Meta Tags
    10. 10. Must Have # 5: SEO <ul><li>Unique Meta Tags per page </li></ul><ul><li>Submit manually to Google through Webmaster Tools </li></ul><ul><li>Google Maps Geo Codes </li></ul><ul><li>Link within website content </li></ul><ul><li>Limit outside links </li></ul><ul><li>Track it ALL and Analyze Results </li></ul>
    11. 11. Let’s Connect! Debbie Morris Web Resource Management [email_address] WebResourceNow.com
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