Websites That Win Business Even if you don't sell online Presentation by Highland Business Research Copyright Highland Business Research Delivered Feb 2009

Board Director of Web Analytics Association Co-founder, head of online insight, HBR eMarketing & web value course developer for UHI Associate lecturer in web analytics, UBC Canada Conference speaker and digital marketer for a decade Rabid blogger at TrackingTourism.com Who am I? Websites That Win Business

Part 1: Some painful reality checks Part 2: Winning website fundamentals Part 3: Homework Does your website win business? Couldn't it do more? What we're going to cover... Websites That Win Business

Your website is here Painful reality check 1: Websites That Win Business

Painful reality check 2: Websites That Win Business Your web budget is here??

Painful reality check 3: Websites That Win Business His memory is longer than your visitor's attention span

So, can people do what they came for? Users typically read no more than 20% of text on a page Websites That Win Business

Websites That Win Business Why does your website exist? ?

Why your visitor thinks your site exists Websites That Win Business

5 fundamentals 1. Focus (on the customer)‏ 2. Be found 3. Earn trust 4. Convert into action 5. Deliver and retain Websites That Win Business

1. Focus (on the customer, not you)‏ Know your niche Write in your customers words Read the site out loud Beware of we-we No HIPPOs allowed Websites That Win Business

2. Be found Search engines dominate * 90% of UK searches on Google *UK searcher averages 4 per day *68% only ever click the first page Relevant text and vocab Keep recent, be valuable You should still drive traffic to your site Websites That Win Business

3. Earning trust The personal touch Easy communication phone number physical address email address Reassurance Meet basic functional needs “ Don't take our word for it” Websites That Win Business

4. Convert to action What do you want people to do ? Sign-post that with clear calls to action, eg: * call now * check our credentials here * download this pdf * register for a newsletter * measure your room like this Make it easy, make it in the visitor's best interest Websites That Win Business

5. Deliver on promises & retain Respond to emails * auto responders can help Clearly state terms of business * do you serve non-UK customers * no surprises Collect prospect information for remarketing Websites That Win Business

Homework Are you functional? Big no-no's: broken links, splash pages, out of date content, slow page load times, browser incompatibility, errors, missing images Are you findable? Run to Google and check (your/owners name, business name, your phone number, your postcode)‏ Would you trust you? What should your site make me do (and does it?)‏ Test your we-we score: http://tinyurl.com/5he8er Websites That Win Business

Thanks! Vicky Brock www.HighlandBusinessResearch.com Read more at: www.TrackingTourism.com