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HOW TO CREATE A
WEBSITETHAT CUSTOMERS (& GOOGLE)
LOVE
Tiffany Sauder
President, Element Three
www.ElementThree.com
@tiffan...
STAND UP!(PLEASE)
A CHAT ABOUT…
•  Why a (relevant) website is no longer optional
•  How Google sees your website – and why you
should care
...
ELEMENT THREE
•  HQ in Indianapolis
•  30 Employees
•  Full-Service Brand &
Digital Agency
•  Focus on B2B companies
YOU MIGHT AS
WELL LOOK
LIKE THIS
“"	
  
BE SOMETHING SPECIFIC INSTEAD
OF NOTHING IN PARTICULAR”
THE BUYER JOURNEY HAS CHANGED.
The average shopper uses over 10 sources of information
to make a decision
70% of Americans...
YOUR WEBSITE IS THE EPICENTER OF YOUR MARKETING.
Search has emerged as the most important source of information.
Source: W...
WHY SEARCH IS SO POWERFUL
GET FOUND ONLINE
BY CUSTOMERS & PROSPECTS
PAID
SEARCH /
PPC
ORGANIC
SEARCH
/SEO
GOOGLE REMAINS THE LEADER
IN SEARCH
•  About 67% of US searches are conducted on Google,
followed by Bing (18%) and Yahoo ...
WHERE SEARCH IS HEADING…
•  In recent Google algorithm updates, Google has placed a high
importance on content and overall...
Rank 1 = 18% of clicks
Rank 2 = 10% of clicks
Rank 3 = 7% of clicks
Rank 7 = 2% of clicks
Rank 4 = 5% of clicks
Rank 5 = 3...
SEO: HOW TO
On-Page Content
•  You can’t optimize for everything
•  Defined keyword list
–  Search volume
–  Difficulty sc...
SEO: HOW TO
Some Technical Stuff:
•  Meta Data: The first thing search engine will look for
•  Page Titles: Keep it under ...
PAGE	
  TITLES	
  
META	
  
DESCRIPTION	
  
STATS TO WATCH
METRIC COMMENTARY
Bounce Rate
High, target less than 30%. Bounce rates
for most websites are 30-60%.
New Tr...
DESIGN & USABILITY
BRAINS & BEAUTY STEAL THE SHOW
DESIGN TIPS
•  Build your website for multiple screen sizes
–  77% of viewers use another device while they’re
watching TV...
DESIGN TIPS
•  Carousel’s are not effective for engagement, but designers
love to use them
•  Scrolling pages are more com...
USE THE ‘FOLD’ STRATEGICALLY TO GUIDE THE USER
THE FOLD
LEARN TO LOVE WHITE SPACE (AND IT DOESN’T HAVE TO BE WHITE)
IGNORE MOBILE / LOCAL
AND GET CRUSHED
•  95% of smartphone users have searched for local
information
•  90% of those users...
Google Places Example
CONTENT
SHARE YOUR KNOWLEDGE WITH OTHERS
CONTENT TIPS
•  Think Billboard
–  Will people know what you do in seconds?
–  Will visitors know what to do next?
•  Avoi...
We Have v. You Get
HAVE CONVERSION POINTS ON YOUR
WEBSITE
How to Make
CALLS-TO-
ACTION
that people really care about
And give them a glimpse ...
CALLS TO ACTION TIPS
•  What is a Call-to-Action?
•  Make them enticing and actually look like a button
•  Would you want ...
FIND OUT HOW YOUR WEBSITE
IS PERFORMING
HubSpot Website Grader: http://marketing.grader.com/
Manage SEO & Monitor Social M...
Want to learn more?
Join us in Indy.
JUNE 19th
GoInboundMarketing.com
@TiffanySauder
How to Make a Website Google & Customers LOVE
How to Make a Website Google & Customers LOVE
How to Make a Website Google & Customers LOVE
How to Make a Website Google & Customers LOVE
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How to Make a Website Google & Customers LOVE

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Your company's website acts as the front door to your business, letting people know what you do and what you offer. Underneath the surface, however, websites are often the most contested real estate in all of marketing, with everybody in the business having an opinion and wanting control. The end result is that website often loses the marketing punch they should have, ending up watered down and generic.

Walk away with a process to create your own website that communicates what it needs to effectively and clearly. Learn how to build a site that both satisfies your customers needs – and Google's.

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  • Let’s start with defining what a great website does well:Who wants to tell me what makes this one of the best website home pages in the world? They know what business they are in! – and they force the user into the single most valuable action they can take for google – and that’s to make a search – But some of you are thinking – yeah, but… Google is a search engine, their business is easy! Go look at Yahoo’s homepage and see how easy it is to find the search box .How many of you would be or work for people that would be gutsy enough to make this be their homepage?You mean there’s no pictures of the people that work for us? You mean there are not pictures of our product? But what about the company picnic? – that shows our culture!
  • Here is an example of a company in the same business – search – who has been less restrained in their approach to design and leading the user through the search experience.
  • SHE DOESN’T KNOW WHO SHE IS YET – IT’S PART OF BEING A KID – YOU GET TO EXPLORE A LOT OF DIFFERENT THINGS – BUT AS A BUSINESS, YOU DON’T GET THAT LUXURY.
  • Why is 70% of the sale over before sales is involved? Because people are doing all kinds of online and offline research before they ever approach you.Consider the findings of 2011 research by Google:The buying decision journey has changed from a message to a conversation. Today’s shoppers find and share their own information about products, in their own way, on their own time.This new journey is true across industries. Consumers are performing research not just for large purchases like houses and healthcare but for smaller purchases like consumer goods.
  • In 2012, Google ran a study with Shopper Sciences to look at the purchase journey for 3,000 shoppers in tech, packaged goods, auto and finance. They found 3,000 completely different paths! But there were certain stops, or “hubs,” in common.The largest hub for each category was online search. No matter where customers entered their journey, they touched down on search at least once, and usually many times. This was surprising because for the first time ever, search exceeded family and friends as the most-used source of information.Search is the place where buying research starts and the place that keeps pushing customers toward conversion.
  • 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.
  • When we talk about search engines, we’re usually talking about Google because they have long dominated the search space. And as you can see, they currentlyget almost 70% of searches in America.
  • You might be wondering what a first-page ranking is worth. In 2011, a click-through rate study by Slingshot SEO found that a #1 ranking got about 18% of search result clicks. As you can see, that click-through rate diminishes with each rank as you go down the page. (Source: http://moz.com/blog/mission-imposserpble-establishing-clickthrough-rates)Even a number one ranking isn’t going to ensure that you get a click. So you’ve got to be diligent in performing keyword research and selecting the right mix of branded and nonbranded keywords to target and track over time.
  • You can’t optimize for every keyword under the sun. So use keyword research tools like the HubSpot Keyword Grader and the Google AdWords Keyword Planner to create a list of targeted keywords. Reference your keyword list as you create content for your website pages. Pick a primary keyword for each page and add a few related keywords that your writer can fit naturally into the text.
  • \
  • Think about a mobile user’s experience when you’re developing a website. Mobile visitors are going to make decisions about you in a matter of seconds, so you’ve got to deliver the right information in an enticing manner.Is the navigation intuitive for mobile search? Are your buttons correctly sized for a mobile click? Are you presenting your information in an attractive manner?Also think about local: Is your location city and street address included on the home page of your mobile site? Can a person simply touch your phone number to call you?
  • https://www.google.com/business/placesforbusiness/
  • Transcript of "How to Make a Website Google & Customers LOVE"

    1. 1. HOW TO CREATE A WEBSITETHAT CUSTOMERS (& GOOGLE) LOVE Tiffany Sauder President, Element Three www.ElementThree.com @tiffanysauder
    2. 2. STAND UP!(PLEASE)
    3. 3. A CHAT ABOUT… •  Why a (relevant) website is no longer optional •  How Google sees your website – and why you should care •  What you need to know to have a website that wins •  How to turn your website into a lead machine •  Know how your website stacks up
    4. 4. ELEMENT THREE •  HQ in Indianapolis •  30 Employees •  Full-Service Brand & Digital Agency •  Focus on B2B companies
    5. 5. YOU MIGHT AS WELL LOOK LIKE THIS
    6. 6. “"   BE SOMETHING SPECIFIC INSTEAD OF NOTHING IN PARTICULAR”
    7. 7. THE BUYER JOURNEY HAS CHANGED. The average shopper uses over 10 sources of information to make a decision 70% of Americans now say they look at product reviews before making a purchase 79% of consumers now say they use a smartphone to help with shopping Source: Winning the Zero Moment of Truth
    8. 8. YOUR WEBSITE IS THE EPICENTER OF YOUR MARKETING. Search has emerged as the most important source of information. Source: Ways to Win Shoppers at the Zero Moment of Truth
    9. 9. WHY SEARCH IS SO POWERFUL
    10. 10. GET FOUND ONLINE BY CUSTOMERS & PROSPECTS
    11. 11. PAID SEARCH / PPC ORGANIC SEARCH /SEO
    12. 12. GOOGLE REMAINS THE LEADER IN SEARCH •  About 67% of US searches are conducted on Google, followed by Bing (18%) and Yahoo (11%) •  Some 18.3 billion searches were conducted in the US last December, with Google accounting for 12.3 billion searches, according to comScore Source: http://www.comscore.com/Insights/Press_Releases/2014/1/ comScore_Releases_December_2013_US_Search_Engine_Rankings
    13. 13. WHERE SEARCH IS HEADING… •  In recent Google algorithm updates, Google has placed a high importance on content and overall user experience. •  Increasingly, this is the direction that Google is heading. •  Google also wants to understand and answer users’ questions.
    14. 14. Rank 1 = 18% of clicks Rank 2 = 10% of clicks Rank 3 = 7% of clicks Rank 7 = 2% of clicks Rank 4 = 5% of clicks Rank 5 = 3% of clicks Rank 6 = 3% of clicks
    15. 15. SEO: HOW TO On-Page Content •  You can’t optimize for everything •  Defined keyword list –  Search volume –  Difficulty score –  Relevance to your business
    16. 16. SEO: HOW TO Some Technical Stuff: •  Meta Data: The first thing search engine will look for •  Page Titles: Keep it under 70 characters and include keywords. –  Inbound Marketing and Branding Agency | Indianapolis | Element Three   •  Meta Description: Entices click through. Keep it under 150 characters. –  Element Three is an Indianapolis inbound marketing and strategic marketing agency focused on B2B and B2C lead generation through content marketing.
    17. 17. PAGE  TITLES   META   DESCRIPTION  
    18. 18. STATS TO WATCH METRIC COMMENTARY Bounce Rate High, target less than 30%. Bounce rates for most websites are 30-60%. New Traffic Depends on your website’s core function Pages/Visit Look for a steady increase Avg. Visit Duration Look for a steady increase Leads Target 1-7% conversion rate
    19. 19. DESIGN & USABILITY BRAINS & BEAUTY STEAL THE SHOW
    20. 20. DESIGN TIPS •  Build your website for multiple screen sizes –  77% of viewers use another device while they’re watching TV, according to Google research •  Ditch the stock photography •  Navigation Tips: –  Use words your customers know - not what your products are called (or use both). –  Don't use sound or Flash in your navigation. –  You don't need to show every page level available to the visitor. –  Be careful with navigation placement. We're getting used to the standards (top or left).
    21. 21. DESIGN TIPS •  Carousel’s are not effective for engagement, but designers love to use them •  Scrolling pages are more common as we adjust as users to tablet movement even on our PC’s •  Use page breaks wisely – it helps long pages separate into content areas •  You have 3 seconds to gain a user’s attention •  Rule of 5 •  Build a responsive website, mobile versions are out
    22. 22. USE THE ‘FOLD’ STRATEGICALLY TO GUIDE THE USER THE FOLD
    23. 23. LEARN TO LOVE WHITE SPACE (AND IT DOESN’T HAVE TO BE WHITE)
    24. 24. IGNORE MOBILE / LOCAL AND GET CRUSHED •  95% of smartphone users have searched for local information •  90% of those users take action within 24 hours •  61% of smartphone users called a business after searching, and 59% visited a business after searching •  Set up your company’s Google Places record –  h1ps://www.google.com/business/placesforbusiness/   Source: Google’s Mobile Playbook: http://www.themobileplaybook.com/en-us/
    25. 25. Google Places Example
    26. 26. CONTENT SHARE YOUR KNOWLEDGE WITH OTHERS
    27. 27. CONTENT TIPS •  Think Billboard –  Will people know what you do in seconds? –  Will visitors know what to do next? •  Avoid "we have.” Focus on "you get" language. •  Kill the jargon – especially on the homepage •  Avoid clichés like "our people are the best,” "great customer service,” "a million years of experience,” “we hire the smartest people" and "our process is the best ever.”
    28. 28. We Have v. You Get
    29. 29. HAVE CONVERSION POINTS ON YOUR WEBSITE How to 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  
    30. 30. CALLS TO ACTION TIPS •  What is a Call-to-Action? •  Make them enticing and actually look like a button •  Would you want to click on it? Is it clear what I'm 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 & use landing page best practices •  Use form best practices
    31. 31. FIND OUT HOW YOUR WEBSITE IS PERFORMING HubSpot Website Grader: http://marketing.grader.com/ Manage SEO & Monitor Social Media: http://www.seomoz.org/
    32. 32. Want to learn more? Join us in Indy. JUNE 19th GoInboundMarketing.com @TiffanySauder

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