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How to Make a Website Customers & Google Love

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  • Everybody stand up If you haven't updated your website in the last 6 months, have a seat If you're website is still built in Flash If there is information on your website about a person who doesn't work for you anymore, a product you don't currently offer or a service you've discontinued If you don't have an analytics package installed on your website (like Google, HubSpot, Eloqua, etc)
  • Perfect example of:You show up on the paid search and then you also show up #6 or 7 on the organic search – do you really want to pay for that position if you are on the front page organically?You are sending visitors to the homepage for “luxury motorhomes” – why not send them to the luxury motorhomes page within the site? Why give them the option of a 5th wheel?Paid search is like a Jet – you can get up and going quickly, but there is very little energy left to propel you – you have to continually feed itOrganic search is like a locomotive – harder to get going, but much more difficult to stop as well.
  • Leads: Yep, you should be getting them. By show of hands, how many wish you were getting leads from your website? By show of hands, how many of you are happy with the quantity of leads your website is currently giving you? How many think of your website as a well paid sales person? You should be.
  • Transcript

    • 1. HOW TO CREATEA WEBSITE THATCUSTOMERS(AND GOOGLE)LOVEMARCH, 2013
    • 2. A ChatAbout:Why a (relevant) website is no longer optionalHow Google sees your website – and why youshould careWhat you need to know to have a kick butt websiteHow to turn your website into a lead machineKnow how your website stacks up
    • 3. Element ThreeHQ in Indianapolis25 EmployeesIn biz 8 yearsHubSpot Agency of the Year
    • 4. HUBSPOT DISCLAIMER
    • 5. “70% of a sale isover before a sales person ever gets involved”
    • 6. GetFoundOnlineBy
    • 7. WHY IS SEARCH MARKETING SO POWERFUL?
    • 8. Paid Search/ Pay Per Click/ PPCOrganic Search/ Search EngineOptimization/ SEO
    • 9. ACHIEVING OPTIMAL ORGANIC PAGE RANK
    • 10. WHERE SEO IS HEADING:In recent Google algorithm updates, Googlehas diminished the power of inbound links andplaced a high importance on content andoverall user experience. Increasingly, this isthe direction that Google is moving toward.
    • 11. SEARCH MARKETING STATS 4 out of every 5 search engine users report they never click on PPC (paid) results 70% of search engine users choose to visit websites that appear in the Top 10 organic results Over one billion daily searches are performed through Google alone Google accounts for 80% of all search volume
    • 12. Rank 1 = 56% of clicksRank 2 = 13% of clicksRank 3 = 10% of clicksRank 4 = 4% of clicksRank 5 = 4% of clicksRank 6 = 4% of clicksRank 7 = 3% of clicks
    • 13. SEO HOW TOOn-Page Content You can‟t optimize for everything Defined keyword list  Search volume  Difficulty score  Relevance to your business  Tool: HubSpot Keyword Grader  Tool: adwords.google.com/select/KeywordToolExternal Keyword Density (3-7%)  Tool: tools.seobook.com/general/keyword-density/ Pick a primary keyword for each page, then use it „everywhere‟
    • 14. SEO HOW TOIn-bound Links & Link Building Search engines see links to your site as a “vote” for the quality of content on your site. The relative authority of the linking site plays a part in determining the importance assigned to the links they provide to your pages.How: Guest Blogging Demonstrate thought leadership Comment in *relevant* forums and blogs (many now have no-follow links imbedded)
    • 15. SEO HOW TOSome Technical Stuff: Meta Data: The first thing search engine will look for Determines what people will see in the SERP page XML Sitemap 301 Redirects
    • 16. Design &Usability:Brains andbeauty stealthe show
    • 17. BASELINE STATS (AN EXAMPLE)Metric Baseline CommentaryBounce Rate 44% High, target less than 30%. Bounce rates for most websites are 30-60%.New Traffic 75% Depends on your website‟s core functionPages / visit 2.77 Look for trends that are steadily increasingAvg. Visit Duration 1:47 Look for trends that are steadily increasingLeads 20 Target 1-7% conversion rate
    • 18. DESIGN TIPS: Consistency breeds credibility Ditch the stock photography: Marketing Experiments performed a test comparing stock photography v. real imagery on a website and the effect on lead generation. Photos of real people outperformed the stock photos by 95%. Navigation Tips:  use words that your customers know - not what your products are called (or use both).  Dont use sound or flash in your navigation.  You dont need to show every page level available to the visitor.  Be careful how cutesy you get with navigation placement, were getting pretty used to the standards (top or left).
    • 19. USERS FOCUS ON FACESSource:http://uxdesign.smashingmagazine.com/2009/09/24/10-useful-usability-findings-and-guidelines/
    • 20. PLACE THEMOSTIMPORTANTINFORMATIONABOVE THE„FOLD‟ The Fold
    • 21. LEARN TOLOVE WHITESPACE (ANDIT DOESN‟THAVE TO BEWHITE)
    • 22. DON‟TIGNOREMOBILE (ORBE LEFTBEHIND) Source: http://www.webanalyticsw orld.net/2012/07/mobile- vs-desktop-search- trends.html
    • 23. Content:Share yourknowledgewith others
    • 24. 1CONTENT HOW TOThink Billboard  Will people know what you do in seconds?  Will visitors know what to do next?  Why should they trust you and not your competition?Avoid "we have", focus on "you get" language.Kill the jargon
    • 25. 2CONTENT HOW TOBe specific about the value you add to your targetaudienceAvoid clichés like "our people are the best”, "greatcustomer service”, "a million years of experience”, "Wehire the smartest people" and "our process is the bestever”People don‟t buy strategies, they buy tactics or outcomesMake tangible things intangible and intangible thingstangible
    • 26. Content thatgets leads(seriously)
    • 27. MY FAVORITE KIND OFCONTENT Make Calls-to- Action That People really care about And give them a glimpse into the value you‟ll add to their world Learn More
    • 28. CONTENT TYPES Blog posts White Papers E-books Articles Infographics Videos Press releases Event postings Case studies Testimonials Website pages
    • 29. ALL ABOUT CALLS TOACTION What is a Call-to-action Make them enticing Make them look like a button Would you want to click on it? Is it clear what Im going to be getting? Test like crazy Be smart about where you put them  Homepage  Bottom of every web page  End of each blog post Be relevant with the topic Link to a landing page Landing page best practices Form best practices
    • 30. WANT HELP KNOWINGHOW YOUR WEBSITE ISPERFORMING OR WHERETO START?HubSpot Website Grader: http://marketing.grader.com/Manage SEO & Monitor Social Media: http://www.seomoz.org/
    • 31. QUESTIONS? www.facebook.com/elementthree @tiffanysauder http://info.elementthree.com/