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Is your website ready? Five Things You MUST Check

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Website designs may include unseen barriers which keep people from visiting the site and easily taking the actions you wish them to complete. This presentation discusses five things every website …

Website designs may include unseen barriers which keep people from visiting the site and easily taking the actions you wish them to complete. This presentation discusses five things every website owner should check to ensure their site is easy to use and encourages visitors to complete your goals for them.
• Home pages that attract visitors
• Interesting content for your target audience
• Encourage clicks by your search engine listing
• Show a clear path to your goal
• Use a call to action that converts

Topics in the presentation include simple navigation, encouraging users to act, interesting content, clear search engine listings, good content structure, descriptive meta tags, customer decision process and clear call to action.

Published in: Business, Technology, Design

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  • 1. 18 April, 2013 Is Your Website Ready? 5 Things You MUST Check Charles E. Crouch © Charles Crouch, 2008-14, All rights Reserved Photo: C. Crouch
  • 2. Your new website is online. You’ve even had the launch party! But when you go to check... Your New Website! Home About News Contact It is with great pleasure that we announce the grand opening of the ACME Widgets company website where you can learn all about ACME and its fine line of products.
  • 3. Where are your customers? Photo: C. Crouch
  • 4. Too often we set up barriers we do not even recognize that keep visitors from reaching the goals we want. Photo: C. Crouch
  • 5. Here are 5 things every website owner MUST check ✓Home Pages that Attract Visitors ✓Interesting Content for Your Target Audience ✓Encourage Clicks by Your Search Engine Listing ✓Show a Clear Path to Your Goal ✓Call to Action that Converts
  • 6. Home Pages that Attract Visitors Photo: iStockPhoto
  • 7. Your Home Page is: the First Impression of your business. It must: ✓attract visitors ✓have clear, easy navigation ✓encourage them to complete your goal But you only have 3 to 4 Seconds to do all this!
  • 8. Attract visitors: Your website home page is like the entrance to your store: Both of these work, they are just designed for different types of customers. Design your website for your customers and their needs. Photos: C. Crouch
  • 9. Clear Navigation ✓Easy to understand ✓Show a clear path Never leave your customers confused about where to go next. Photo: C. Crouch
  • 10. Encourage visitors to complete your goal Etsy provides numerous ways to shop. They do not care how, just as long as you shop with them.
  • 11. Interesting Content for Your Target Audience Photo: iStockPhoto
  • 12. Key Questions to Ask You must be able to answer all of these questions in detail. Who is your Target Audience? What do they want to know? Not: What do you want to tell them? How can you make it easy for them, not you? Photo: Microsoft
  • 13. Too many websites look like this. ACME Widgets About Us Our Organization Our Products News About Us Contact Us Welcome to ACME Widgets Our New Company Headquarters! With the opening of our new company headquarters, ACME Widgets moves to the front of the line for showing our best ACME
  • 14. PetSmart quickly enables visitors to find supplies for their pets.
  • 15. Remember, in 3 to 4 seconds: if visitors cannot: - figure out what your website is about - find interesting material They will leave!
  • 16. Even a B2B site can quickly show visitors where to find interesting material for them.
  • 17. Encourage Clicks by Your Search Engine Listing Photo: iStockPhoto
  • 18. Homework: Go Find Yourself (I am a teacher, I can give you homework.) ➡ Put your company name into some search engines ➡ Look at the results pages Can visitors easily identify you? Does your listing encourage them to click?
  • 19. Getting found easily is Critical for local businesses
  • 20. Improve your Search Engine Results by ‣ writing Relevant Content ‣ using Good Structure ‣ adding descriptive Meta-tags Photo: Microsoft
  • 21. Write Relevant Content ✓write for Your Visitors First! ✓Original, Fresh Content is best ✓then think about search engines Photo: iStockPhoto
  • 22. Use Good Structure Write content using good structure to make pages easier to read for both people and search engines. • Headings • Sub-headings • Bold text • Hyperlinks • Lists Heading to to Introduce Introduce Eset eiusmod tempor incidunt et magna aliqua bold important words and phrases phrases. Utim minim veniam, quis nostrud exerc. Sub-Heading to Separate Maecenas aliqua maecenas ligula nostra, accumsan. Fermentum pede quam scelerisque Hyperlink to Relevant Material List for Similar Items Material, et enim. for Similar Items cars planes • Enim aliquet penatibus • Sit nam trucks montes • Praesent leo orci aliquam
  • 23. Descriptive Meta Tags Just like a television schedule provides information about the programs, meta tags give information about the content on a web page. ➡ Meta tags are not shown to visitors. ➡ They are used by browsers & search engines ➡ Help classify and index web pages
  • 24. There are three principle meta tags for web pages. You can see them using a browser to view the actual code for the web page. <html> <head> <title>Boston University (BU) Title in Brussels: International Relations and Business Graduate Degree, Certificate and Diploma Programs</title> <meta name="description" content="Boston Description University (BU) in Brussels is an international business school with graduate degree, diploma and certificate programs in international relations and business. Contact us to learn more about our graduate international business degrees: brussels@bu.edu."> <meta name="keywords" content="Boston Keywords University in Brussels, European Graduate School, Post Graduate
  • 25. The Title Tag is the most important meta tag because search engines use it as the headline in their listings. Title Tag Boston University (BU) in Brussels: International Relations and ... Boston University (BU) in Brussels is an international business school with graduate degree, diploma and certificate programs in international relations and ... www.bu.edu/brussels/ - 12k - Cached - Similar pages Description Tag The Description Tag can be used by search engines to provide a summary of the web page content.
  • 26. Title Tags Matter Here are over 3 million web pages with a listing New Page 1. How can visitors find them? 3,650,000
  • 27. How to add Meta Tags? It is easy to add meta tags to your web pages. Talk to your website developer Photo: iStockPhoto
  • 28. Show a Clear Path for Visitors to reach Your Goal
  • 29. Customers use a Decision Process when starting to make a purchase ➡ a set of Activities & Choices ➡ made by a Typical Customer ➡ to reach your Desired Action Awareness Consideration Preference Action Loyalty
  • 30. Possible decisions to be made when buying a book Awareness Gift Special Interest in Subject or Author Specific Need: Class, Work, Hobby Consideration Read Reviews Ask Friends Search for Availability Review Contents Preference Price Quality Available Fits My Needs Action Purchase Online Purchase Offline Library Borrow from Friend Loyalty Arrived On Time Good Quality Easy to Get
  • 31. Whether you have a website or app, it must support your customer's decision process Bookstore App Shelf Shop News Contact
  • 32. This website includes three different decision steps on one web page Action Preference Consideration
  • 33. Call to Action Converts Photo: iStockPhoto
  • 34. A call to action clearly tells visitors what they must do next.
  • 35. On a typical website, for every 100 people who begin a process, only two or three actually finish. By adding a customer decision process behind the graph, we can see why poor information and Awareness Consideration Preference Action Loyalty 100 75 50 25 0 Home Step 1 Step 2 Step 3 Step 4 Finish Visitors vague guidance contribute to this high failure rate.
  • 36. But, by making a change to help visitors and show them what to do next, we can make an improvement which flows through the entire chain. Rather than two or three who finish, we now have Awareness Consideration Preference Action Loyalty 100 75 50 25 0 Home Step 1 Step 2 Step 3 Step 4 Finish Visitors three or four, a significant increase.
  • 37. Recap
  • 38. Focus Your Website On Your Visitors Photo: iStockPhoto
  • 39. Never leave them wondering "What now?" Photo: iStockPhoto
  • 40. Other Presentations on SlideShare Photo: C. Crouch
  • 41. Questions Comments and Suggestions? Charles Crouch info@charlescrouch.com CharlesECrouch www.charlescrouch.com Photo: iStockPhoto