A publication byMarketing Toolkit #1Website checklist Introduction
A website should enhance your business, not hinderit, but all too often, a website doesn’t get the resultsyou expect, can look a bit tired, and doesn’t reallyconvert the visitors you do get into potentialcustomers.Before we look at re-designing a website, we needto take a look at the good, bad AND ugly of ourcurrent website. Before we jump in and ditch thewhole thing, we need to make sure that we don’t‘throw the baby out with the bath water’. Forexample, you could have built up some serious SEOranking with your current website, which could belost if we start again from scratch.This article is intended to walk you through theprocess and current ‘thinking’ around website design,and what elements an effective website shouldpossess.So, let’s get down to the nitty gritty…….. We’re goingto cover the following topics:1. What’s going on with your current website2. What you want to achieve with a new build3. Analysis of where you’re getting traffic4. What assets does your website currently have5. What are your competitors doing6. What’s your unique proposition7. Your target market8. Search Engine Optimisation9. Get ‘em to do SOMETHING when they visit you!
10. Ongoing content11. Social media12. Who’s in control - you or your web designer?__________________________________________The purpose of a website these days is to supportyour other marketing efforts. It can no longer sitalone in terms of a lead generating machine. Thelook, feel and purpose of a website affects yourbrand awareness, sales strategy AND how you’rethought of out there both in cyber land and in reallife!Before we rush in and set to with creating a newwebsite - for many reasons, we may want toredesign our site, we need to start at the basics andtake a really good look at our current website.1. What’s going on with your current website?We need to get our analysis hat on and take a lookat the current site’s performance against determinedparametres:(i) The number of visitors you’re getting: number ofvisits/visitors/unique visitors(ii) How many are staying on your site and for howlong. Check out the % bounce rate(iii) The current rankings for your keywords(iv) How authoritative is your domain name? Doesyour domain name contain important keywords thatdescribe your business?(v) Does your website make it easy for people to
part with their email address/information? Does itcontain a sign-up form?(vi) How many conversions does your site get?If you don’t know the answers to these questions,then you’re seriously undermining the ability of yourwebsite to do what you want it to do.You need to add Google Analytics to your site to beable to access this information. It’s free, but willneed some techy ability to add it to your site.Once you’ve determined where you are currently,you can then start thinking about what you wantyour site to do for your business.2. What do you want to achieve with a new websitebuild?Just because a website looks fantastic, there’s nogaurantee that it will achieve it’s objectives. Thehard work really goes on before the website isdesigned. Consider the following:1. Measurable objectives ie, to gain 25% increase in email address capture1. Check that the keywords you’re using actually attract traffic ie, people are searching for those keywords. A great tool is Google External Keywords to analyse your keyword search volume.Be very clear about what you want your website todo, ie, do you want to collect email addresses so thatyou can email market to these leads? Do you want
to sell product online? Do you want your visitors tocontact you? Do you want your visitors to shareyour website?Until you know exactly what you want your site todo, you can’t move onto the next step.3. Do you know where your traffic is coming from?Dead important to know this - the differencebetween browsers and buyers! Which marketing‘pillar’ is driving your traffic? Do you get a lot oftraffic from Facebook, LinkedIn or Twitter? Are yougetting organic traffic from Google when people aresearching for your type of product? Are you gettingtraffic from PPC (Google Adwords) or Facebook Ads?How much are you paying for advertising online vhow many conversions you get from it?4. What assets does your current website have?Again, don’t throw the baby out with the bath water- you may have many assets to your current websitethat you won’t want to lose. Have a think about:1. Your most popular pages1. Your best performing keywords1. Your number of inbound links to your siteAll of these points have SEO asset which you won’twant to lose.5. Check out the competitionWhat are your competitors doing well? What are
they doing badly? What could you improve on?You can run both your website and your competitorswebsites through http://marketing.grader.com andW3C Validator to see how you’re performing againstyour competitors.After this analysis, you can then put together anaction plan to ensure that you build the right websiteto achieve your objectives.6. What’s your unique proposition?The content that you write for your website shouldclearly convey your UNIQUE PROPOSITION. In otherwords, what’s in it for your visitors? Why shouldthey invest time in having a look at your website.What are they going to GAIN from it?Remember that, when writing content, you simplyMUST write for your visitor, not Google’s robots. Ifyou’ve chosen your keywords properly, it shouldn’tbe difficult to write these keywords into yourcontent, but still keep it ‘humanised’.Since June 2011, Google have changed the way theyrank websites. 50% of their rankings are frommetadata, but interestingly, 50% of their searchrankings are from activity on other sites, ie socialmedia, blogs etc.7. Your Target MarketThe best way to identify your target market is to
visualise the sort of person that will buy from you.The more specific you can be, the better. Forexample, if you consider their:GenderAgeMarital StatusWhere they liveWhat they do for a livingDo they have a familyWhat they do in their spare timeWhat websites they useWhat their interests areTheir incomeWhat motivates or concerns themThe more specific you can get to with this exercise,the more you’ll find writing the content for your siteeasier, because you have a ficticious target customer.You may have a few different target customers, soit’s worth time spent on identifying these.8. Search Engine OptimisationAs mentioned before, you don’t want to be trashingpages that already have good SEO rankings and/ortraffic. If you plan to move some of these pages,then 301 redirects are really important so that youdon’t lose this value.Pick out a couple of important keywords per page.Optimise these keywords in your header tags andbuild internal links to these pages.
9. Get ‘em doing SOMETHING when they come toyour site!How frustrating it is to see your traffic increasing,but at the same time, your bounce rate increases.Ouch!! Website experiences are a bit like a ‘journey’.Your visitor is investing time by having a route roundyour site but it’s important that you tell them whatyou want them to do.Specific calls to action should be evident on everysingle page of your website:Call us now for your free quote……Download the best way to………Buy this now…….Your calls to action should benefit your visitor, forexample‘Subscribe to our newsletter’ is a load of tosh really,but something like‘Lose 10lbs in 10 days with Ashtunga Yoga. Startyour weight loss programme here NOW!’Click here to find out how.This is much more engaging because there’s abenefit to your customer.Other calls to action could include:
EbooksPromotionsContestsFree TrialsContact usNewsletter subscriptions10. Building ContentThe more content we load onto a website, the betterit ranks with Google. For example, a 10 page staticwebsite will receive much fewer visitors than a 10page website that is constantly being added to withfresh content.Start a blog - it is well known that companies thatregularly update their blog will get around 55% morewebsite visitors and 88% more leads than those whodon’t. (Source taken from Hubspot.com)11. Social MediaEngagement on social media platforms will addmassive credibility to your marketing proposition. Infact, Google implemented ‘Caffeine’ in June 2011 inwhich they rank interaction and engagement bycompanies just as highly as they do traditional SEO.The main learn from this is by creating a buzz onlineabout your business, Google will pick up on it andthink you’re great!80% of what you do on social media sites should be
about YOU. Remember ‘social’ means ‘social’ - youwouldn’t go to a party and suddenly engage inselling your products. It’s the same with socialmedia. Only 20% of what you ‘put out there’ shouldbe about up selling your products. You have to kindof ‘earn the right’ to talk about your products, notram them down people’s throats!If you need more information about building socialmedia strategies, then drop me a line email@example.com - I’d be happy totalk it through with you.12. Who’s in Control? You or your web designer?Lastly, but certainly not leastly, I hear this all thetime - my web designer makes all the changes to mysite. These days, it’s just NOT GOOD ENOUGH tohave no control over the content on your website,your site stats or your ability to engage with yourvisitors.If you haven’t got a Content Management Systemattached to your website, then you’re really missinga trick. Any website designer worth their salt willintegrate a CMS system into a website build in orderfor you to manage it yourself. If your designercharges you for it, then find another one! He’sripping you off!Being in control of the marketing of your business isparamount to success. A website is no exception.Once you’ve paid for the website build, there will bea small hosting fee to pay to host the site, but apart
from that your website should be totally under yourown control.There are many other nitty gritty things to considerwhen redesigning a website, but here are theimportant factors that a good website should have:1. Great, clean design1. Information and calls to action above the fold1. Telephone number in the top right hand corner1. Calls to action on EVERY PAGE1. Clear navigation - don’t reinvent the wheel!1. Data collection points1. Clear CONTACT US information1. Ongoing content upload1. Blog1. Integration with social media platforms, slap a video on You Tube (big, big plus!!)1. Google Analytics1. CMS systemIf you would like to know more about redesigningyour website, or anything that’s been written here,please give me a call on07788 54504701604 601 455 or0034 96 558 7052 or email me firstname.lastname@example.org