What makes a great website?

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A great website does not necessarily look beautiful. A great website is simply one that achieves the goals that YOU define. Looking good is simply the icing on the cake.

A great website does not necessarily look beautiful. A great website is simply one that achieves the goals that YOU define. Looking good is simply the icing on the cake.

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  • 1. 50 Shades of Selling 1 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 1
  • 2. 50 Shades of Selling Website Goals • • • • • • • • • Sales Orders Enquiries Phone Calls Email Contact Downloads Subscriptions Surveys Video Viewings 2 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 2
  • 3. 50 Shades of Selling Typical Issues 3 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 3
  • 4. 50 Shades of Selling 4 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 4
  • 5. 50 Shades of Selling Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling & relevant content? 5 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 5
  • 6. 50 Shades of Selling Does it tell the right story? A – Grab the ATTENTION I – Generate an INTEREST D – Build the DESIRE A – Promote the ACTION 6 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 6
  • 7. 50 Shades of Selling 7 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 7
  • 8. 50 Shades of Selling Writing great content for the web • Think about the message you want to convey • List the features that you want to include • Convert those features in to benefits • Write the content 8 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 8
  • 9. 50 Shades of Selling Writing great content for the web • Read out-loud • Edit • Incorporate your keywords for SEO • Cut the word count in half 9 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 9
  • 10. 50 Shades of Selling Ernest Hemingway’s Top 5 Tips for Writing Well 10 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 10
  • 11. 50 Shades of Selling Rule No. 1 Always use short sentences 11 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 11
  • 12. 50 Shades of Selling Rule No. 2 Use short 1st paragraphs 12 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 12
  • 13. 50 Shades of Selling Rule No. 3 Use vigorous English 13 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 13
  • 14. 50 Shades of Selling “Vigorous English is muscular, forceful. Vigorous English comes from passion, focus and intention. It’s the difference between putting in a good effort and TRYING to move a boulder… and actually sweating, grunting, straining your muscles to the point of exhaustion… and MOVING the freaking thing!” David Garfinkel 14 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 14
  • 15. 50 Shades of Selling Rule No. 4 Be positive, not negative 15 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 15
  • 16. 50 Shades of Selling Rule No. 5 Only use the gold 16 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 16
  • 17. 50 Shades of Selling “I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934. “I try to put the shit in the wastebasket.” 17 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 17
  • 18. 50 Shades of Selling Writing great content for the web • Make it readable for your target audience Words of Caution - They may not be who you think they are • Target Reading Age – 12-13 yrs old • Use tests to assess readability Flesch Kincaid Gunning Fog SMOG Index Coleman Liau Index Automated Readability Index 18 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 18
  • 19. 50 Shades of Selling www.read-able.com 19 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 19
  • 20. 50 Shades of Selling 20 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 20
  • 21. 50 Shades of Selling 21 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 21
  • 22. 50 Shades of Selling Measuring Performance 22 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 22
  • 23. 50 Shades of Selling • How many visitors does your site attract? • What do they do whilst they are there – – – – How many pages do they look at? How long do they spend on the site? How does this compare against the targets set for the site? How many conversions occur? • • • • Sales Email contact Subscription Calls 23 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 23
  • 24. 50 Shades of Selling Google Analytics 24 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 24
  • 25. 50 Shades of Selling Traffic Sources 25 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 25
  • 26. 50 Shades of Selling Webmaster – www.google.com/webmaster 26 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 26
  • 27. 50 Shades of Selling Where does it come from? • Search Engine Optimisation • Pay per Click • Social Media o o o o o o LinkedIn Facebook Twitter Pinterest Vine Instagram • Email Marketing • Direct Marketing • Signage 27 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 27
  • 28. 50 Shades of Selling Where does it come from? • • • • • • • • • • • SMS Networking Advertising PR Viral Marketing Phone Apps Augmented Reality Location based marketing Blogs Video Marketing Trade shows and public fairs 28 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 28
  • 29. 50 Shades of Selling How can I help? • • • • • • • • Website design – new and refurb Understanding Google Analytics Search Engine Optimisation Pay per click campaign set-up & management Email Marketing Video Marketing Location based marketing Social Media • Facebook • Linkedin • Twitter 29 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 29
  • 30. 50 Shades of Selling Find me www.enterprise-oms.co.uk andy@enterprise-oms.co.uk Follow me Twitter Linkedin @andypoulton AndyPoulton Phone me 01793 23 80 20 07966 547 146 30 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 30