SBDC Website Optimization
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A presentation on getting the most out of your website. Presented to Phoenix-area business owners at the Arizona Small Business Development Center in August 2009.
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SBDC Website Optimization
- 1. Harnessing the White ElephantMake Your Website Pull Its WeightAugust 20, 2009
- 3. President of Eight Trails
- 4. Smarter websites and online marketing20+ years advertising and marketing Interactive director Creative director Writer Led the design and development of more than 50 websites
- 5. Now Tell Me About You How many B2B businesses? How many B2C businesses? Other? Business size? Already have a website? Is it doing all it can for you?
- 6. Harnessing the White Elephant Today’s agenda
- 7. A Fable
- 9. Feeding the White Elephant White elephants Eat a lot Require a lot of attention Don't do a bit of work (unlike their ordinary gray cousins, who bust their elephant butts)
- 10. Remind You Of Anything?
- 11. Your Website Costs Initial investment Domain registration Design Content creation Search optimization Development
- 12. Your Website Costs Ongoing costs Domain registration Site hosting Content creation Site updates and maintenance Problem resolution Promotion
- 13. Make Your WebsitePull Its Weight
- 14. Make Your Website Pull Its Weight Brand support User experience / usability Content Site structure and navigation Findability Engagement Measurement
- 15. Brand Support Does your website support your brand? Image Message Voice Visuals
- 17. User Experience / Usability Make your website work for the people who actually use it
- 18. User Experience / Usability Eight Trails’ first rule of website success: Figure out what your site visitors want, then give it to them
- 19. User Experience / Usability Who are your website’s most important users? What do they want? (Ask them!) Surveys Interviews Ask front-line employees (cashiers, customer service, tech support, sales) Testing – Watch actual customers use your website
- 20. User Experience / Usability Important stuff first - Make your website an FAQ Every page should quickly answer three questions: What is this website about? What can I do here? What should I do next?
- 22. User Experience / Usability Page Layout Restrict your color palette Emphasize important stuff Use containers to group related content Use nesting to imply hierarchy
- 24. Content Is it the content that your users want? Is it fresh? A blog is a great way to regularly provide fresh, relevant content
- 25. Site Structure and Navigation Organize your site to address your customers’ needs Think in terms of the questions your customers have Jakob’s Law – Put things where your customers expect them to be
- 26. …and one more that you have to see to believe: Web Mountain Bike
- 27. Findability Make sure you’re found by those who want what you’ve got Search optimization Site structure – web standards Clean and logical HTML CSS for styling Javascript for actions
- 28. Fly Fishing Outfitters Desert Sportsman
- 29. Findability Don’t build your site in Flash! What Not to Do: Einstein Bros.
- 30. Engagement Find ways to begin a conversation with your customer Provide something of value in return for an email address Research data How to guide – Pilot Journey Planning tool – Dr. Weil Free trial – GoToMeeting
- 31. Engagement Other conversation starters Email newsletter signup Live chat Inquiry form Forums Blogs
- 32. Engagement - Blogs You’re already talking about your business. Invite your customers into the conversation. Your customers are already talking about your business. Join in. Participate regularly - answer comments Join in other conversations, too
- 34. Measurement “If you can’t measure it, you can’t manage it.” – Peter Drucker Set up Google Analytics on your site Set up conversion goals Start measuring important things Views of key engagement pages Downloads and form completions Referring sites Search terms
- 36. Questions? Comments? Ed Tankersley EightTrails.com ed@eighttrails.com @EdTankersley 602-361-2001
Editor's Notes
- Distribute cards. Make sure sign up sheet is circulating.
- We’re going to talk about making your website do all it can for you.We’ll look at some examples.We’ll review some of your websites.
- In the ancient lands of Burma, Siam, Sri Lanka, and the Mughol empire of India, a white elephant was a rare and venerated beast.Prized for its pale complexion, housed in regal comfort, attended by a corps of handlers, fed the finest foods. (CLICK)It was a sign of high station to own one.But they ate a lot, took up a lot of room, made a lot of elephant poop.And didn’t do a bit of work.(CLICK)
- So that’s how a white elephant came to be an unwanted gift.It’s lost its sense of something rare and valuable.
- Three examples