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24th September 2015
Nigel T Packer
PELATIS ONLINE LTD
MASTERCLASSBoosting your website ROI with some care and love

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Where do
you begin?

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Ask yourself …
WHO is your
website for?

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Think about your clients …
… what are they
BUYING from you?

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What are your clients buying?
TRANSLATION?

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They are buying PROFIT
You provide a service so that your
clients can be more competitive
and make more money.

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Website development

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Web Development process
“We need a website …”
Find a web developer
COMMONSCENARIO

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Web Development process
They do a few designs
Pick the one YOU like
COMMONSCENARIO

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Web Development process
Populate (content)
Publish (online)
Ignore
COMMONSCENARIO
(never look at it again)

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Web Development process
Develop a web design brief
IDEALSCENARIO
“We need a website …”

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Web Development process
Web design brief
• Set business objectives
• Profile customers, personas, scenarios,
tasks, paths, function needs etc
• Competitor & Industry analysis
• Brand Identity
• Promotion strategy
IDEALSCENARIO

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Web Development process
Web design brief (cont.)
• Functionality & Facilities
• Integration (internal & external)
• Scale (users, content, activity)
• Scope of project (who, what, when)
• Management & updating plan
• Future plans: e.g. Expand? Acquisition?
IDEALSCENARIO

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Web Development process
Source a web developer
• Expression of interest/non-disclosure
• Send out Design Brief document
• Receive & Review proposals
• Shortlist & Interview
• Select & Contract (Legal)
IDEALSCENARIO

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Web Development process
Work with web developer
• Clarify ALL details in brief
• Scope content & media
• Functionality needs & processes
• Internal & External Integration
• Develop Information Architecture
IDEALSCENARIO

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Web Development process
Web design visuals
• Sample visuals
• Feedback to designer, change & choose
• Test with sample customer/focus group
• Choose final design
• Sign off (commitment)
IDEALSCENARIO

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Web Development process
Website build
Populate
TEST, TEST, TEST
IDEALSCENARIO

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Web Development process
Publish (online)
Promotion
Measure (analytics)
Update
IDEALSCENARIO

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Promotion

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What is the right mix?
eMail
Social
mediaSEO Adwords BannersUXOffline MobileBrand eMail
Social
mediaSEO Adwords BannersUXOffline MobileBrand eMail
Social
mediaSEO Adwords BannersUXOffline MobileBrand eMail
Social
mediaSEO Adwords BannersUXOffline MobileBrand

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Offline media
Apps
SMS
news/mag. ads
television
radio
exhibitions/events
livery/signage
posters/billboards
leaflets/flyers
brochures
stationery
Print
Brand Identity
SEO
PPC/adwords
Online
Advertising
Twitter
Blogging
e-Mail Banners
Mobile
website
Scope for promotion
Facebook
Forums/review
LinkedIn
SEM
Social
Media
Face-to-Face

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All Joined Up
Everything you do…
… modifies or is
influenced by …
other Actions or Results

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Digital overlap
Links
#tags
etc
Keywords in
metadata
Text content
IA
Links, etc
Broadcast
#tags
Followers
etc
Links
Landing pages
etc
Separate?Touching?Overlapping

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How much Investment?
New Office or Branch
‘Home’ or ‘Abroad’
Website & Digital Media
Campaigns
COMPARE: What is the setup cost of:
Local Global
COMPARE: Potential REACH
Return on Investment (ROI)?

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Language Services
GLOBAL
Language services market prediction 2018
>$47 Billion
source: Common Sense Advisory

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Export Markets
Driven by:
Companies
Governments
Opportunities
As export grows, translation grows

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Online Spend
GLOBAL RETAIL spend 2015
?$1.7 Trillion
source: e-marketer
$1,700,000,000,000

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GLOBAL Website
Localisation market
~£2.5 Billion
Source: Commonsenseadvisory USA ….. GLOBAL demand, 2014#

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Love your websiteLove

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Talk to me …
01639 680248
07989 300264
nigel@pelatisonline.co.uk
@NigelTPacker
www.linkedin.com/in/nigeltpacker
@nigeltpacker