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Taking Your Website to
    the Next Level
           Chas Grundy
    Director of Interactive Marketing
       University o...
83%
  of businesses use the Internet to
research and find potential vendors.




     Enquire: Business to Business Survey ...
What is the Next Level?

• Your Website is Part of your Business
• Measure, Tweak, Repeat
• The Good, the Bad, and the Ugl...
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 contac...
Strategy
    Who is your audience?

What do you want them to do?

What do you know about them?

How will you measure succe...
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;
     ...
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 th...
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 Com...
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 to...
Authentic and Accessible
•   It’s about people

•   Brands are not
    people

•   People spot phony

•   Conversations ar...
Social Media

• Blogs: Blogger, Wordpress
• Networking: Facebook, LinkedIn
• Bookmarking: Digg, Delicious
• Photos: Flickr...
Your Website Here
Chas Grundy
  email    chas@grundyhome.com
   blog    grundyhome.com
linkedin   linkedin.com/in/chasgrundy
twitter    twit...
Taking Your Website to the Next Level
Taking Your Website to the Next Level
Taking Your Website to the Next Level
Taking Your Website to the Next Level
Taking Your Website to the Next Level
Taking Your Website to the Next Level
Taking Your Website to the Next Level
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.

Published in: Design, Business, Technology
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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


























  • Transcript of "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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