Taking Your Website to the Next Level
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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.

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

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  • <br /> <br />
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  • The web is full of conflict <br /> <br /> <br />
  • The web is full of conflict <br /> <br /> <br />
  • The web is full of conflict <br /> <br /> <br />
  • The web is full of conflict <br /> <br /> <br />
  • Tactics are doing things right; strategy is doing the right things. <br />
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  • 20 minutes <br />
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  • Four things to look at: <br /> * number of visits (for trends) <br /> * top content <br /> * search keywords <br /> * referring sites <br />
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  • your visitors are there for the content <br /> what you want vs. what they want <br /> they don’t care how you organize your business <br /> why should they care? <br />
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  • 50 min <br />
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  • concise, scannable, action-oriented <br />
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  • presentation of content on the site <br />
  • presentation of content on the site <br />
  • presentation of content on the site <br />
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  • Be remarkable and your business will market itself <br /> <br /> <br />
  • Yahoo was someone’s bookmarks - Google is the Restaurant referral analogy <br /> Provide value and people will want to link to you <br /> <br /> <br />
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Taking Your Website to the Next Level Taking Your Website to the Next Level Presentation Transcript

  • 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
  • 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
  • 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