1. The road to owning or running
a Successful Website
By Nigel Harding
BBF member to member workshop
12 September 2013
2. About me
Owner of a web design business (4 years)
• Helping the business
• SEO/internet marketing
− Project management, pre-sales consultancy (software),
software application training
Your website, your shop
Understanding your target
Driving traffic to your
4. 1. Your shop window
Establish/re-enforce corporate ID
Use consistent, complimentary colours
Use good quality images & photography
− Good lighting, relaxed professional look, no holiday
Importance of clarity & usability
− Different form factors (smartphones, tablets)
5. The good, the bad & the ugly
What defines whether a website is good, bad,
ugly, successful or otherwise?
How well does the website relate to the visitor?
Too much content, too little content, just right?
Easy navigability, clarity of messages, importance of
Support the business objectives
Does it generate enquiries/sales?
11. Collyers: benefits
New website, improved credibility
New brochure created, marketing campaign
12. Which would you choose?
13. Usability: Responsive Web Design
14. Some Facts & Figures
There are more mobile phones in the UK than people
The number of smartphone searchers doubles every two
In 2010, Google became a ‘mobile-first’ company (this
means they develop their sites and tools on mobiles first)
Smartphone sales overtook PC sales last year (two years
earlier than expected)
In three years time, tablet sales will be bigger than PC sales
Smartphone sales will continue to grow – will be 3 times the
sales of PCs
52% of UK mobile phone users have a smartphone
15. 2. Your target audience
Understand who you are trying to reach
− Demographics (age, sex, niches)
− Suitable colours & style that appeal
Tell your audience what you want them to do
− i.e. “Call to action”, telephone, complete a form, click on a “buy”
16. Vending machine industry persona
Vending machine operator company
Facilities Management for SMEs/corporates
Target audience, think about...
Male? – most likely
Age? - 28-45?
Role? - CEO/COO/MD?
Disposition? - quite analytical
17. Size matters
18. Primary & secondary CTA
19. 3. Driving traffic to your website
Is it important that visitors find your website?
Internet marketing, interactive marketing
Search Engine Optimisation
Blogs & Social Media
20. 3. Driving traffic to your website
Build it and they will come?
21. Quick history of search
– Altavista, Excite, Yahoo (1994)
– Google enters the fray (1996)
Google becomes the King of Search
Bing launched - MSN Live rebrand (2009)
– Google at the height of its powers
– Real-time search results
22. UK search engine popularity
23. Internet Marketing
Directories & Listings
24. What is SEO (Search
Make your website content naturally relevant to Google
Involves analysis, editing web content, adding new
content, constantly reviewing results and tweaking
Pay per click
Google shows free ads (impressions)
You pay for each click through to your site
You can set a budget
25. The organic
26. Google updates
27. Google Panda
Targets over-optimisation of
If an unnatural percentage of
the links pointing to your site
are all one keyword that you
are trying to rank for, you will
28. Google Penguin 2
Targets unnatural, manipulative,
inbound link profiles
– Coming from poor quality sites
– On sites that aren't topically relevant to
your niche or business
– Paid links
– Keyword rich links
– Links where the anchor text is overly
optimized (i.e., exact-match anchor text)
29. Case study: Metal Supplies
30. Metal Supplies
– Visitors quadrupled
– Enquiries increased
31. Modern Marketing
Marketing used to be “broadcast marketing” until 6 or
7 years ago
The new wave of marketing involves the audience
Social Media can be used for broadcasting
Social Media & blogging facilitate conversation
– It's power lies in conversation, feedback, involving
– You can have conversations with your exact target
32. Blogging Example
33. What is a Blog?
A discussion or information site published on the
World Wide Web consisting of discrete entries
("posts") typically displayed in reverse chronological
order so the most recent post appears first.
34. Why do people blog?
To “add value” to visitors.
– Additional insightful information,
IFA comments on Budget
To show off competence &
To interact with target audience
The main reason...
– To add changing, relevant content to the website
which will positively affect Search Engine
Importance of quality for branding, logo
Is the website clear, is it easy to use?
Will mobile phone users enjoy a good experience?
Does the website reflect your business objectives?
Does the website appeal to the target audience?
What are your website traffic objectives?
Do you blog? If not you probably should!
37. Contact Details
Amodeo Web Design
T 01494 446296
M 07505 248501