Nothing’s worse than when you go to a website and you are forced to watch an endless FLASH intro download what takes forever. > 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"
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 – 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>
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><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>
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, Not Inviting
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>
Must Have # 5 Search Engine Readiness What? Where? Who? Answer these questions to build rock-solid SEO Keywords and Meta Tags
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>
Let’s Connect! Debbie Morris Web Resource Management [email_address] WebResourceNow.com
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