ED Solutions World Class ED Websites 02 17 10


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These are handouts from a February 17, 2010 webinar on economic development web sites. Put on a part of the Professional Learning Laboratory.

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  • Website is no longer just a means to an end. Content traffic hub
  • ED Solutions World Class ED Websites 02 17 10

    1. 1. By Mark J James, CEcD ED Solutions, Inc. [email_address] http://www.linkedin.com/in/edsolutions http://twitter.com/EcoDev Creating World Class Economic Development Websites
    2. 2. 1. Viewer Window 2. Control Panel 2010 © ED Solutions, Inc.
    3. 3. Professional Learning Lab Affiliates 2009 © ED Solutions, Inc.
    4. 4. About ED Solutions, Inc. <ul><li>ED Solutions, Inc. mission is to help economic development organizations with the effective use of technology. </li></ul><ul><li>We provide - </li></ul><ul><li>Web site review and analysis </li></ul><ul><li>Web redesign strategies and advisory services </li></ul><ul><li>Contact management solutions </li></ul><ul><li>A variety of other technology solutions for the profession </li></ul><ul><li>Training services to the economic development profession. </li></ul><ul><li>Web Metrics and data subscriptions through affiliated firm- www.developmentresults.com . </li></ul><ul><li>ED Solutions, Inc. is among the most respected firms providing web site strategies to the economic development profession. ED Solutions, Inc. has worked on over 150 web projects in 20 US states, Canada and the UK. </li></ul>2010 © ED Solutions, Inc.
    5. 5. Webinar Objectives <ul><li>Importance of web in today’s environment. </li></ul><ul><li>Discuss key elements for a successful ED web development project. </li></ul><ul><li>Discuss search engine optimization. </li></ul><ul><li>Provide some help in hiring a web firm. </li></ul><ul><li>Discuss Web metrics. </li></ul>2010 © ED Solutions, Inc.
    6. 6. ED Web Sites 2010 © ED Solutions, Inc.
    7. 7. 2010 © ED Solutions, Inc. 90%
    8. 8. Some Recent Research Chabin Concepts & Austin Consulting http://www.chabinconcepts.com/ 2010 © ED Solutions, Inc.
    9. 9. Findings Web site was preferred method of contact even in late stage except for project-specific tax incentive details 2010 © ED Solutions, Inc.
    10. 10. Use of Web In ED <ul><li>Location assistance </li></ul><ul><li>Existing business services </li></ul><ul><li>Community development </li></ul><ul><li>Tourism </li></ul><ul><li>Main Street </li></ul><ul><li>Member development and retention </li></ul><ul><li>Document storage and development </li></ul><ul><li>Communication/collaboration tool within office and between peers </li></ul><ul><li>Others? </li></ul>Audiences 2010 © ED Solutions, Inc.
    11. 11. 2010 © ED Solutions, Inc.
    12. 12. Consultant Vs. Company Led Source: Conway Data Scoreboard Company Led Consultant Led 2010 © ED Solutions, Inc.
    13. 13. 2010 © ED Solutions, Inc. Site Selection Consultant- Data they can’t find elsewhere Accurate Up to date Complete Sites and Buildings Contact Information End User- Quality of Place Sites and Buildings Standardized Profile Contact Information
    14. 14. Our web sites need to be about COMMUNICATION , not marketing 2010 © ED Solutions, Inc.
    15. 15. <ul><li>Home Page </li></ul><ul><li>Content </li></ul><ul><li>Format </li></ul>The Rule of 2010 © ED Solutions, Inc. 3 ’s
    16. 16. <ul><li>Orient to Geography </li></ul><ul><li>Who the site is for and what can be found there </li></ul><ul><li>Drive to Contact </li></ul>The Rule of 3 ’s Home Page 2010 © ED Solutions, Inc.
    17. 17. 2010 © ED Solutions, Inc. www.TeamNewEngland.com
    18. 18. 2010 © ED Solutions, Inc. www.ChooseCincy.com
    19. 19. 2010 © ED Solutions, Inc. “ Maps, maps, my project for a map!” Mark M. Sweeney Senior Principal McCallum Sweeney Consulting
    20. 20. Geographic Orientation… www. www.knoxvilleoakridge.org 2010 © ED Solutions, Inc.
    21. 21. Map Example… www.nashvilleareainfo.com 2010 © ED Solutions, Inc.
    22. 22. Map Example… www.HoosierSites.com 2010 © ED Solutions, Inc.
    23. 23. 2010 © ED Solutions, Inc.
    24. 24. 2010 © ED Solutions, Inc.
    25. 25. 2010 © ED Solutions, Inc.
    26. 26. Try one yourself… 2010 © ED Solutions, Inc. Also…
    27. 27. What can be found on the site? <ul><li>Who the organization is- what do they do? </li></ul><ul><li>Where do they do it? </li></ul><ul><li>Keyword density… </li></ul>www. SouthwestIndiana.org 2010 © ED Solutions, Inc.
    28. 28. What pages do they actually use? 2010 © ED Solutions, Inc. <ul><li>About Us (about the organization) </li></ul><ul><li>Programs (that the organization offers) </li></ul><ul><li>Data Center or Facts and Figures (lots of info and data on the region) </li></ul><ul><li>News </li></ul><ul><li>Relocate and Expand (a pitch to move people and companies to the region) </li></ul><ul><li>Find Property </li></ul><ul><li>Site Selection Services </li></ul><ul><li>Workforce data and Information (within data center) </li></ul><ul><li>Database of Companies or Largest Employers </li></ul><ul><li>Maps of the Area  </li></ul>Source: Development Results, 2009 Q1 2009
    29. 29. Drive to Contact… 2010 © ED Solutions, Inc. www.ChooseNEIndiana.com
    30. 30. <ul><li>Sites and buildings </li></ul><ul><li>Compelling, differentiated data </li></ul><ul><li>Economic Distance </li></ul>The Rule of 3 ’s Content 2010 © ED Solutions, Inc.
    31. 31. 2010 © ED Solutions, Inc. Sites and Buildings - < 25 records = “premier listings” 25-50 = database (searchable) >50 = GIS <ul><li>Records must strive to be - </li></ul><ul><ul><ul><li>Accurate </li></ul></ul></ul><ul><ul><ul><li>Complete </li></ul></ul></ul><ul><ul><ul><li>Up-to-date </li></ul></ul></ul>A few other things- -Locator maps -Metes and bounds on property -Projects can be lost (ppl don’t get work) if middle box not adhered to -Attendant community data www.ThinkKentucky.com
    32. 32. Geographic Information Systems <ul><li>Atlas Advertising </li></ul><ul><li>Fast GIS </li></ul><ul><li>GIS Planning </li></ul><ul><li>Site Dynamics </li></ul><ul><li>Timmons Engineering </li></ul>2010 © ED Solutions, Inc.
    33. 33. What data do they actually take with them? <ul><li>Economic Profile/ Area Overview </li></ul><ul><li>List of Largest Employers </li></ul><ul><li>Overview of the ED Organization </li></ul><ul><li>Property Listings/Info </li></ul><ul><li>Maps </li></ul><ul><li>Detailed Demographics </li></ul><ul><li>Incentives </li></ul><ul><li>Regional Rankings </li></ul><ul><li>Organization’s Strategic Plan </li></ul><ul><li>Costs of Living/Costs of Housing </li></ul>Source: Development Results, 2009 Q1 2009 2010 © ED Solutions, Inc.
    34. 34. Compelling Data <ul><li>- List of largest employers </li></ul><ul><li>-Unique labor statistics </li></ul><ul><li>-Real cluster data </li></ul>2010 © ED Solutions, Inc.
    35. 35. A word about a trend… 2010 © ED Solutions, Inc. ≠
    36. 36. 2010 © ED Solutions, Inc. MetroDenver.org GreaterOklahomaCity.com Greaterspokane.org TreoAZ.org
    37. 37. <ul><li>HTML </li></ul>The Rule of 3 ’s Format
    38. 38. Print this page <ul><li>Cascading Style Sheet </li></ul>2010 © ED Solutions, Inc.
    39. 39. Share this page 2010 © ED Solutions, Inc.
    40. 40. 2010 © ED Solutions, Inc.
    41. 41. Document Prep on the Fly… BlountIndustry.com 2010 © ED Solutions, Inc.
    42. 42. A Word about Mobile versions <ul><li>-Not sure we need to invest in entire site </li></ul><ul><li>-Same content as Home page </li></ul><ul><li>-Yet another reason to put contact information in TEXT in upper left or right </li></ul>2010 © ED Solutions, Inc. www.mobile.blountindustry.com www.choosecincy.com
    43. 43. Content Management Systems <ul><li>-Add/edit/delete pages </li></ul><ul><li>-Manage digital media </li></ul><ul><li>-Updates weekly </li></ul><ul><li>-Eliminate dependency relationship with design firm </li></ul>2010 © ED Solutions, Inc.
    44. 44. Search Engine Optimization <ul><li>-Keyword Density- Check it here www.TrafficZap.com (keyword density checker) </li></ul><ul><li>-Relevance -Links </li></ul><ul><li>-Title tags </li></ul><ul><li>-Meta tags </li></ul><ul><li>-Register with Yahoo and Dmoz </li></ul><ul><li>-Social media (blogs) </li></ul>2010 © ED Solutions, Inc. -searchenginewatch.com -yahoo.com -dmoz.org -trafficzap.com -altavista.com -hubspot.com
    45. 45. How are we actually found? Source: Development Results, 2009 Q1 2009 2010 © ED Solutions, Inc.
    46. 46. Top 10 Search Phrases for ED <ul><li>Your organizational name </li></ul><ul><li>Your city/region name “economic development” </li></ul><ul><li>Incentive type offered in your region (depends on community) </li></ul><ul><li>Resident company name (i.e. Boeing) </li></ul><ul><li>Region name (if different from city) </li></ul><ul><li>Organizational url (without .com/.net.org) </li></ul><ul><li>Campaign name (initiative or fundraising) </li></ul><ul><li>City/region name “maps” </li></ul><ul><li>City/region name “counties” </li></ul><ul><li>City/region name “industries” </li></ul>2010 © ED Solutions, Inc. Source: Development Results, LLC
    47. 47. Web Site Metrics <ul><li>As a profession we have got to do better at this </li></ul><ul><li>Key statistics- </li></ul><ul><li>Visits </li></ul><ul><li>Pages visited </li></ul><ul><li>Documents downloaded </li></ul><ul><li>Contact us form viewed </li></ul><ul><li>Contact us form submitted </li></ul><ul><li>Check monthly at minimum </li></ul><ul><li>Look for trends caused by other actions </li></ul><ul><li>Benchmark </li></ul><ul><li>Use SM to drive traffic </li></ul>2010 © ED Solutions, Inc.
    48. 48. How much traffic is actually enough? Source: Development Results, 2009 2010 © ED Solutions, Inc.
    49. 49. Summary on web itself <ul><li>Know/evaluate your audience </li></ul><ul><li>Focus on geography </li></ul><ul><li>Focus on content not available elsewhere </li></ul><ul><li>Build the relationship </li></ul><ul><li>Make sure you can manage the content </li></ul><ul><li>Make sure you can be found </li></ul><ul><li>Optimize, customize and advertise </li></ul>2010 © ED Solutions, Inc.
    50. 50. Hiring a Web Developer <ul><li>Specify- </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Functionality </li></ul></ul><ul><ul><li>Performance criteria </li></ul></ul><ul><ul><li>Timing </li></ul></ul><ul><ul><li>References </li></ul></ul><ul><ul><li>Programming language </li></ul></ul><ul><ul><li>How many design schemes do you want basis for selection </li></ul></ul><ul><ul><li>Who will do what- </li></ul></ul><ul><ul><ul><li>Graphics </li></ul></ul></ul><ul><ul><ul><li>Copy writing </li></ul></ul></ul><ul><ul><ul><li>Data tables </li></ul></ul></ul><ul><ul><li>Estimate (if you can) the # of pages </li></ul></ul><ul><ul><li>The RFP is EVERYTHING </li></ul></ul>2010 © ED Solutions, Inc.
    51. 51. Specifications <ul><li>Specify speed to load- <13 seconds @ 56 baud modem (less than 3 seconds @ cable). </li></ul><ul><li>Ensure the site gets tested in last three versions of major browser platforms. </li></ul><ul><li>Ensure the firm includes search engine optimization process. </li></ul><ul><li>Look for similar work. </li></ul><ul><li>Construct the site with a strong content management system. Test it, tour it…if it’s built on the fly…check it. </li></ul>2010 © ED Solutions, Inc.
    52. 52. Websites have a crucial new role Old view: Destination New view: Content Engine Source: Mark W. Schaefer Slideshare- http://www.slideshare.net/Rialta/social-media-best-practices-for-economic-development
    53. 53. 2010 © ED Solutions, Inc. Indypartnership.com addthis.com or sharethis.com
    54. 54. Most important Formula for Success <ul><li>Get a great content management system </li></ul><ul><li>Create “best fit” equilibrium between- </li></ul><ul><ul><li>Business goals </li></ul></ul><ul><ul><li>Audience expectations </li></ul></ul><ul><ul><li>Financial Resources </li></ul></ul><ul><li>Revise, revise, revise </li></ul>2010 © ED Solutions, Inc.
    55. 55. Upcoming Webinars via the Professional Learning Laboratory <ul><li>March- Economic Gardening </li></ul><ul><li>April- The Role of Community Leaders in Economic Development </li></ul><ul><li>May- Social Media for the Economic Development Professional </li></ul><ul><li>June- Fresh New Views on Winning Rural Development </li></ul><ul><li>July- Business Intelligence for Economic Development </li></ul><ul><li>August- How Site Selectors Really Use the Internet </li></ul><ul><li>September- Existing Industry Strategies for the Real World </li></ul><ul><li>October- Attracting Work Rather than Companies </li></ul><ul><li>November- Social Media II- A Deeper Dive into Twitter, LinkedIn and YouTube </li></ul><ul><li>December- Marketing Masters: Jerry Mallot </li></ul>2010 © ED Solutions, Inc.
    56. 56. Thanks for your attention! [email_address] 2010 © ED Solutions, Inc.
    57. 57. Print this page <ul><li>Cascading Style Sheet </li></ul>2010 © ED Solutions, Inc.