Building a profitable web site We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +44 1 225 840 490 www.e-crm.co.uk

Background UK most active online in Europe 21 million logging on daily 72% make purchases Office National Statistics: £103bn online

UK most active online in Europe

21 million logging on daily

72% make purchases

Office National Statistics: £103bn online

Background Research has shown that for UK SMEs 23% of websites have not been updated since launch The average age of a website is four years Only 8% had an e-commerce element to their sites 25% of companies had no way of tracking their site 38% had no budget at all for website updates For those with budget annual spend was around £250

Research has shown that for UK SMEs

23% of websites have not been updated since launch

The average age of a website is four years

Only 8% had an e-commerce element to their sites

25% of companies had no way of tracking their site

38% had no budget at all for website updates

For those with budget annual spend was around £250

Background Seen as a design or technical issue No one really clear why it’s there who it is aimed what it is supposed to do ‘ Getting the website up’ is the main objective Site reflects the organisation and its departments No thought about ease of use No 6Ps (proper planning prevents piss poor performance)

Seen as a design or technical issue

No one really clear

why it’s there

who it is aimed

what it is supposed to do

‘ Getting the website up’ is the main objective

Site reflects the organisation and its departments

No thought about ease of use

No 6Ps (proper planning prevents piss poor performance)

What needs to happen Classic decisions on: site mission site objectives site build budget site maintenance site maintenance budget (min. 50% build p.a.) site marketing site marketing budget (min. 300% build p.a.)

Classic decisions on:

site mission

site objectives

site build budget

site maintenance

site maintenance budget (min. 50% build p.a.)

site marketing

site marketing budget (min. 300% build p.a.)

Research Research websites in your industry Look at your competitors what kind of websites do they have? whose is ‘doing the biz’? Gritty, boring, essential needs someone who understands business not likely to be designers and developers staff who will notice the ‘little things’

Research websites in your industry

Look at your competitors

what kind of websites do they have?

whose is ‘doing the biz’?

Gritty, boring, essential

needs someone who understands business

not likely to be designers and developers

staff who will notice the ‘little things’

Target Target, target, target who are your target audience? what will motivate them? Most visitors want information Most visitors want information Information that helps make decision

Target, target, target

who are your target audience?

what will motivate them?

Most visitors want information

Most visitors want information

Information that helps make decision

User model

Decide: Trust Provide on every page your company name how to contact you by email, phone and mail your company registration number, place of registration & registered office address the VAT number even if the website is not being used for e-commerce transactions membership details of any trade or professional association, including any registration number links to information about policies and terms and conditions the name of the organisation with which the customer is contracting, if this is different from the trading name

Provide on every page

your company name

how to contact you by email, phone and mail

your company registration number, place of registration & registered office address

the VAT number even if the website is not being used for e-commerce transactions

membership details of any trade or professional association, including any registration number

links to information about policies and terms and conditions

the name of the organisation with which the customer is contracting, if this is different from the trading name

Decide: Navigation Provide easy navigation one click from anywhere to anywhere no more than 7 top level links Ask target audience what they want Poor navigation = frustration Frustration = go elsewhere [1 click]

Provide easy navigation

one click from anywhere to anywhere

no more than 7 top level links

Ask target audience what they want

Poor navigation = frustration

Frustration = go elsewhere [1 click]

Decide: Content Does your website have the right content? Critical for customers & SEO ‘ Organic’ listings how over 80% sites reached even if they are bookmarked Who writes the copy? good copywriters worth their weight in gold

Does your website have the right content?

Critical for customers & SEO

‘ Organic’ listings how over 80% sites reached even if they are bookmarked

Who writes the copy?

good copywriters worth their weight in gold

Decide: User experience Is user experience good? Keep their details and preferences Get consent for future marketing Do users leave happy? do you get unnecessary emails & calls?

Is user experience good?

Keep their details and preferences

Get consent for future marketing

Do users leave happy?

do you get unnecessary emails & calls?

Promotion Can your site be found? why did you build it unless you promote it? if it can’t be found it won’t bring business: Q E D Prepare a website marketing plan pretend it is your most important product how would you market that? how much would you spend on it? Make sure search engine friendly registered with key directories Consider pay per click, banner ads, email, viral campaigns, social bookmarking, social networking, more…………………

Can your site be found?

why did you build it unless you promote it?

if it can’t be found it won’t bring business: Q E D

Prepare a website marketing plan

pretend it is your most important product

how would you market that?

how much would you spend on it?

Make sure

search engine friendly

registered with key directories

Consider

pay per click, banner ads, email, viral campaigns, social bookmarking, social networking, more…………………

Search engine optimization Improving: the amount of traffic the quality of traffic by ranking high in the search results for search phrases actually used that will produce the result you want

Improving:

the amount of traffic

the quality of traffic

by ranking high in the search results

for search phrases actually used

that will produce the result you want

Infrastructure Hosting Browser compatibility Maintenance and updates new content (content management system) products in stock

Hosting

Browser compatibility

Maintenance and updates

new content (content management system)

products in stock

Measurement Measure success or failure Anywhere else you don’t do that? Shows where you need to improve

Measure success or failure

Anywhere else you don’t do that?

Shows where you need to improve

Building a profitable web site We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +44 1 225 840 490 www.e-crm.co.uk