Taking Your Website to the Next Level

Taking Your Website to the Next Level Chas Grundy Director of Interactive Marketing University of Notre Dame

83% of businesses use the Internet to research and ﬁnd potential vendors. Enquire: Business to Business Survey 2007

What is the Next Level? • Your Website is Part of your Business • Measure, Tweak, Repeat • The Good, the Bad, and the Ugly Websites • The Social Media Edge

What is the Web?

What is the Web? • Marketing vs. Technology

What is the Web? • Marketing vs. Technology • External vs. Internal

What is the Web? • Marketing vs. Technology • External vs. Internal • Brochure vs. Application

What is the Web? • Marketing vs. Technology • External vs. Internal • Brochure vs. Application • Form vs. Function

Tactics are doing things right; strategy is doing the right things.

Why do you have a website?

Goal To Make Money

Connect the Dots 1. Have a website 2. ????? 3. Make Money!

More Speciﬁcally... Website Goal Action Conversion Submit contact form, Lead generation Contact you view contact page Sales Buy something Checkout process Decrease support View FAQs, support Use web support costs pages

Strategy Who is your audience? What do you want them to do? What do you know about them? How will you measure success?

2 minutes What is the goal of my website? Who are my audiences? What do I want them to do?

Measure, Tweak, Repeat

quot;Far better an approximate answer to the right question, than the exact answer to the wrong question...quot; John Tukey Statistician

Google Analytics Free analytics tool: http://google.com/analytics

Visitors

Trafﬁc Sources

Referring Sites

Top Content

Content is King What do your visitors want?

The Elevator Pitch What do you do and why do I care?

Exercise: Elevator Pitch

Exercise: Elevator Pitch • Would it work just as well for a competitor?

Exercise: Elevator Pitch • Would it work just as well for a competitor? • Would someone claim the opposite?

Exercise: Elevator Pitch • Would it work just as well for a competitor? • Would someone claim the opposite? • What’s the deal and why should I care?

Writing for the Web

The Web Has Its Own Style

Web Style

Web Style • Scannability

Web Style • Scannability • Keywords

Web Style • Scannability • Keywords • Trim the fat

Web Style • Scannability • Keywords • Trim the fat • Customer-centered (WIIFM)

What’s next?

What’s next? • Call to action

What’s next? • Call to action • Clear path

What’s next? • Call to action • Clear path • Simplify conversion steps

Good, Bad, and Ugly Design is...

Good, Bad, and Ugly Design is... • Presentation of content

Good, Bad, and Ugly Design is... • Presentation of content • The customer experience

Good, Bad, and Ugly Design is... • Presentation of content • The customer experience • Part of your personality and brand

Wireframes

Mockups

Testing • Individual testing • Usability • Focus groups • Accessibility • Analytics • Impact

Design Gallery courtesy Seattle Chamber of Commerce

Marketing Your Website • If a tree falls in the woods... • Direct, Links, Search, Advertising

Where To Promote Your Site • Business cards • Print materials • Email signature • Links to your site - Chamber of Commerce • Get out there and participate

Search Engine Optimization (SEO) • Incoming links • Keywords • Provide value

Search Engine Marketing • Paid search results • Bid on keywords • You’re in control

Social Media

Dunbar’s Number The limit of how many stable relationships a person can maintain (approximately 150).

What is social media?

What is social media? You

What is social media? You Your friends

What is social media? You Your friends Their friends

Social ﬁrst, media second It’s not about technology It’s about people • • The tools are easy to Relationships make the use difference • • Not just web, but mobile Real world rules apply and other emerging • People, participation, tools persuasion • Tech offers a “cool” factor, early adopters get cred

Authentic and Accessible • It’s about people • Brands are not people • People spot phony • Conversations are real and two-sided • To err is human

Social Media • Blogs: Blogger, Wordpress • Networking: Facebook, LinkedIn • Bookmarking: Digg, Delicious • Photos: Flickr • Videos:YouTube

Your Website Here

Chas Grundy email chas@grundyhome.com blog grundyhome.com linkedin linkedin.com/in/chasgrundy twitter twitter.com/chasgrundy

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Taking Your Website to the Next Level

by Chas Grundy on May 01, 2009

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Taking Your Website to the Next Level — Presentation Transcript