Webinar 5 Ws Of Website Success


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Planning a new website can be a daunting prospect and it is easy to quickly get bogged down by conflicting opinions or technical debates over the latest web development trends.

By staying focused on what really matters to your target audience you can develop website requirements that prepare you for a successful project.

This presentation demonstrates a simple approach to ensure your website succeeds in delivering results that you can measure, including:

* Using personas to develop relevant content and navigation
* Ensuring your website supports your sales process
* Making a connection with social media

Published in: Business, Technology
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Webinar 5 Ws Of Website Success

  1. 1. 5 Ws of Website Planning Success<br />March 4th, 2010<br />3/4/2010<br />www.marqui.com<br />
  2. 2. Webinar Controls <br />Click the button with the arrows to minimize your GoToWebinar controls<br />Type your questions for us into the box at the bottom and press Send<br />3/4/2010<br />www.marqui.com<br />
  3. 3. Agenda<br />Who<br />What<br />When<br />Where<br />Why<br />How<br />Q & A <br />3/4/2010<br />www.marqui.com<br />
  4. 4. Website Planning Pains<br />Hover State <br />Designer<br />Lead Capture<br />Flash<br />Landing Pages<br />301 Redirects<br />HTML 5<br />Marketer<br />CEO<br />Sales<br />SEO<br />Calls-to-Action<br />CMS<br />Product and Service Owners<br />Social Media<br />Site Search<br />Security/Availability<br />Usability<br />Cross-Browser Compatibility<br />3/4/2010<br />www.marqui.com<br />
  5. 5. Who is the intended audience? <br />Prospects<br />Decision Maker <br />Economic Buyer<br />Influencer <br />Student<br />3/4/2010<br />www.marqui.com<br />Parent<br />Alumni<br />
  6. 6. Top 3 Personas<br />Prospective Student: 17-25, high-school finisher living in Southwest United States, social media savvy and trusts friends experiences over experts, looking for a fun education experience that leads to a fulfilling career.<br />Parent: 40-55, college educated, trusts traditional media and cares about long-term career prospects, safety and total tuition costs. <br />Alumni: 25-60, wants to feel like a part of the community but now lives in Pacific Northwest, interested in staying in touch with peers and supporting school to build reputation. <br />3/4/2010<br />www.marqui.com<br />
  7. 7. What is your audience looking for? <br />Your website needs to make it easy for visitors to find what they are looking for<br />Building on personas you can help establish what kind of information your visitors are seeking <br />SEO, keywords and web analytics<br />3/4/2010<br />www.marqui.com<br />
  8. 8. What: Web Analytics<br /> Web analytics help you determine what pages your prospects visit most <br />Helps you understand common navigation paths <br /> Tracking popular content helps you understand what your prospects are looking for<br /> Google Analytics <br />3/4/2010<br />www.marqui.com<br />
  9. 9. What: Keyword Research<br />Researching keywords helps you understand what your prospects are looking for<br />If you know what your prospects are looking for you can be prepared with the information they need<br />Keyword research tools can help you gather competitive intelligence <br />Helps you build a keyword strategy<br />3/4/2010<br />www.marqui.com<br />
  10. 10. When do visitors seek information? <br />Diagnostic checklist, case studies<br />Best practice guides, analyst reports<br />Feature sheets, online demos<br />ROI Calculator, RFP Template, Objection Handlers <br />3/4/2010<br />www.marqui.com<br />
  11. 11. Where do your ideal visitors come from? <br />Search Engines<br />Industry Specific Portals<br />Social Media & Bookmarking<br />PPC & Banner Ads<br />3/4/2010<br />www.marqui.com<br />
  12. 12. Why should visitors consider you? <br />You’re more helpful/useful<br />You’re seen as a expert<br />You don’t ask for too much too soon<br />Your offer is compelling and clearly differentiated<br />3/4/2010<br />www.marqui.com<br />
  13. 13. How do they prefer to build relationships? <br />RSS Feeds<br />Keep me informed<br />Social Media & Bookmarking<br />Drip email <br />Remember me—cookies <br />3/4/2010<br />www.marqui.com<br />
  14. 14. How Marqui Can Help<br />Attract<br />Web Content<br />Management<br />Engage<br />Capture<br />Nurture<br />Lead score<br />Campaign<br />Management<br />Lead score<br />Sales-cycle<br />Sales-cycle<br />CRM / SFA<br />Revenue<br />Revenue<br />3/4/2010<br />www.marqui.com<br />
  15. 15. Questions? <br />Richard Sharp, VP Marketing<br />Richard.sharp@marqui.com<br />604.484.8543<br />3/4/2010<br />www.marqui.com<br />