Taking Your Website to the Next Level

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A look at web strategy, analytics, writing for the web, design, and social media.

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  • The web is full of conflict


  • The web is full of conflict


  • The web is full of conflict


  • The web is full of conflict


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










  • 20 minutes




  • Four things to look at:
    * number of visits (for trends)
    * top content
    * search keywords
    * referring sites








  • your visitors are there for the content
    what you want vs. what they want
    they don’t care how you organize your business
    why should they care?




  • 50 min
  • 50 min
  • 50 min
  • concise, scannable, action-oriented
















  • presentation of content on the site
  • presentation of content on the site
  • presentation of content on the site






  • 1:50












  • Be remarkable and your business will market itself


  • Yahoo was someone’s bookmarks - Google is the Restaurant referral analogy
    Provide value and people will want to link to you


  • 2:35


























  • Taking Your Website to the Next Level

    1. 1. Taking Your Website to the Next Level Chas Grundy Director of Interactive Marketing University of Notre Dame
    2. 2. 83% of businesses use the Internet to research and find potential vendors. Enquire: Business to Business Survey 2007
    3. 3. 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
    4. 4. What is the Web?
    5. 5. What is the Web? • Marketing vs. Technology
    6. 6. What is the Web? • Marketing vs. Technology • External vs. Internal
    7. 7. What is the Web? • Marketing vs. Technology • External vs. Internal • Brochure vs. Application
    8. 8. What is the Web? • Marketing vs. Technology • External vs. Internal • Brochure vs. Application • Form vs. Function
    9. 9. Tactics are doing things right; strategy is doing the right things.
    10. 10. Why do you have a website?
    11. 11. Goal
    12. 12. Goal To Make Money
    13. 13. Connect the Dots 1. Have a website 2. ????? 3. Make Money!
    14. 14. 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
    15. 15. Strategy Who is your audience? What do you want them to do? What do you know about them? How will you measure success?
    16. 16. 2 minutes What is the goal of my website? Who are my audiences? What do I want them to do?
    17. 17. Measure, Tweak, Repeat
    18. 18. quot;Far better an approximate answer to the right question, than the exact answer to the wrong question...quot; John Tukey Statistician
    19. 19. Google Analytics Free analytics tool: http://google.com/analytics
    20. 20. Visitors
    21. 21. Traffic Sources
    22. 22. Referring Sites
    23. 23. Top Content
    24. 24. Content is King What do your visitors want?
    25. 25. The Elevator Pitch What do you do and why do I care?
    26. 26. Exercise: Elevator Pitch
    27. 27. Exercise: Elevator Pitch • Would it work just as well for a competitor?
    28. 28. Exercise: Elevator Pitch • Would it work just as well for a competitor? • Would someone claim the opposite?
    29. 29. 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?
    30. 30. Writing for the Web
    31. 31. The Web Has Its Own Style
    32. 32. Web Style
    33. 33. Web Style • Scannability
    34. 34. Web Style • Scannability • Keywords
    35. 35. Web Style • Scannability • Keywords • Trim the fat
    36. 36. Web Style • Scannability • Keywords • Trim the fat • Customer-centered (WIIFM)
    37. 37. What’s next?
    38. 38. What’s next? • Call to action
    39. 39. What’s next? • Call to action • Clear path
    40. 40. What’s next? • Call to action • Clear path • Simplify conversion steps
    41. 41. Good, Bad, and Ugly Design is...
    42. 42. Good, Bad, and Ugly Design is... • Presentation of content
    43. 43. Good, Bad, and Ugly Design is... • Presentation of content • The customer experience
    44. 44. Good, Bad, and Ugly Design is... • Presentation of content • The customer experience • Part of your personality and brand
    45. 45. Wireframes
    46. 46. Mockups
    47. 47. Testing • Individual testing • Usability • Focus groups • Accessibility • Analytics • Impact
    48. 48. Design Gallery courtesy Seattle Chamber of Commerce
    49. 49. Marketing Your Website • If a tree falls in the woods... • Direct, Links, Search, Advertising
    50. 50. Where To Promote Your Site • Business cards • Print materials • Email signature • Links to your site - Chamber of Commerce • Get out there and participate
    51. 51. Search Engine Optimization (SEO) • Incoming links • Keywords • Provide value
    52. 52. Search Engine Marketing • Paid search results • Bid on keywords • You’re in control
    53. 53. Social Media
    54. 54. Dunbar’s Number The limit of how many stable relationships a person can maintain (approximately 150).
    55. 55. What is social media?
    56. 56. What is social media? You
    57. 57. What is social media? You Your friends
    58. 58. What is social media? You Your friends Their friends
    59. 59. What is social media? You Your friends Their friends
    60. 60. 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
    61. 61. Authentic and Accessible • It’s about people • Brands are not people • People spot phony • Conversations are real and two-sided • To err is human
    62. 62. Social Media • Blogs: Blogger, Wordpress • Networking: Facebook, LinkedIn • Bookmarking: Digg, Delicious • Photos: Flickr • Videos:YouTube
    63. 63. Your Website Here
    64. 64. Chas Grundy email chas@grundyhome.com blog grundyhome.com linkedin linkedin.com/in/chasgrundy twitter twitter.com/chasgrundy

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