WebsitesDesigning, writing, programming, andintegrating them into a marketing plan.Ashland University – October 18, 2011© ...
Websites as a Marketing Tool▪Websites should be an integrated marketing plan – not a standalone entity▪They should act as ...
It All Works Together                                                        E-mail                                       ...
What Should a Site Contain▪ It completely varies!▪ Usually, a site includes:     – Home page     – About the person/organi...
Elements of good website design▪ Design is inline with your organization’s brand▪ The colors aren’t too bright or dull▪ Te...
Elements of good website copy▪ Short, concise, and to the point!▪ Immediately provides the information the user  wants/nee...
Elements of good website programming▪ Always use text instead of images for the design▪ Ensure your site is W3C validated ...
Search Engine Optimization▪ Create a site map and submit it to search  engines▪ Use keywords in your website copy▪ List yo...
Accessibility & Usability Matter!▪ Easy to use navigation is key▪ Information should never be more than 2-3 clicks  away f...
Glossary▪ FTP: The system that transfers files from one  host (computer) to another▪ URL: A webpage’s address▪ Domain Name...
Coding Languages▪ HTML: Creates the structure of the website▪ CSS: Assigns the styles, design, and layout of the  website▪...
What is the big deal with pictures?JPEG▪ Pros: Best for photos▪ Cons: Files can be very large; no transparency; can create...
JPG                                GIF    PNGAshland University – October 18, 2011© 2011 Gong Gong Communications. All rig...
JPG                                GIF    PNGAshland University – October 18, 2011© 2011 Gong Gong Communications. All rig...
Color Matters!▪ Hexadecimal: for web▪ RGB: for screen▪ CMYK: for printExample▪ Hexadecimal: #f5b10d▪ RGB: 245, 177, 13▪ CM...
How to Create a Website▪ From scratch     – Y are responsible for every bit of code        ou     – Starts with HTML and l...
Ashland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
Gong Gong Communications  We provide holistic marketing and creative  services to small businesses on a monthly and per-  ...
Now that you’ve forgotten everything we just covered… http://www.gonggongcommunications.c       om/speaking/ashland-2011.h...
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Presentation to Ashland University on October 2011

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  • Survey audience over:Who is insuranceWho is financial planningWho is something elseWho has their own website (for their agency or company)?Who uses [insert social media site here]
  • Who out there has a website for their practice? Who doesn’t have one but wants one?I am a firm believer that every businesses in the world should have some sort of website, even if it is just a fancy blog or Facebook Fan Page. And I could do a whole presentation on why, but let’s just say I think it’s essential for providing your patients with the information they WILL BE looking for, and for marketing your company.But I bring this up because a website kind of acts like the brain of your social media marketing plan. All the other organs and extremities will work without it, but not with great purpose.And remember to tell people you’re on these networks. Print it on your literature and stationery. Post it in your offices. Put it in the signature of your e-mails. Existing patients will have a hard time finding you if they don’t know you’re there!
  • Presentation to Ashland University on October 2011

    1. 1. WebsitesDesigning, writing, programming, andintegrating them into a marketing plan.Ashland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    2. 2. Websites as a Marketing Tool▪Websites should be an integrated marketing plan – not a standalone entity▪They should act as a marketing, communications, and information hubAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    3. 3. It All Works Together E-mail Website BlogAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    4. 4. What Should a Site Contain▪ It completely varies!▪ Usually, a site includes: – Home page – About the person/organization – Services/products/benefits – Become a client/join the organization – Resources/blog – Contact us/locationAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    5. 5. Elements of good website design▪ Design is inline with your organization’s brand▪ The colors aren’t too bright or dull▪ Text colors and sizes are easily readable▪ Use web-safe fonts▪ The site fits most-used screen sizes▪ Appropriate use of photos and graphics▪ Pages aren’t too longAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    6. 6. Elements of good website copy▪ Short, concise, and to the point!▪ Immediately provides the information the user wants/needs (WIIFM)▪ Focuses on benefits, not features▪ Utilize smaller paragraphs and bulleted/numbered lists▪ Use keywords in your copy (but don’t stuff!)Ashland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    7. 7. Elements of good website programming▪ Always use text instead of images for the design▪ Ensure your site is W3C validated (if possible)▪ Make sure your site is compatible on all major search engines▪ Don’t use antiquated codeAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    8. 8. Search Engine Optimization▪ Create a site map and submit it to search engines▪ Use keywords in your website copy▪ List your URL on as many other websites as possible (back links)▪ Use keyword-based text links as much as possible▪ Constantly change and update your website’s contentAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    9. 9. Accessibility & Usability Matter!▪ Easy to use navigation is key▪ Information should never be more than 2-3 clicks away from the homepage▪ Simple, multi-tiered navigation ensures user won’t get lost as easily▪ Enable your website to be easily accessed by those with disabilities▪ Users can access it from mobile devicesAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    10. 10. Glossary▪ FTP: The system that transfers files from one host (computer) to another▪ URL: A webpage’s address▪ Domain Name: A website’s address and also the extension at the end (.com, .net, etc.)▪ Domain Registrar: The company who reserves and manages a website’s domain▪ Hosting: The server (usually a 3rd party company) who holds the website’s filesAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    11. 11. Coding Languages▪ HTML: Creates the structure of the website▪ CSS: Assigns the styles, design, and layout of the website▪ PHP: The code that gets stuff done on websites▪ Java: Used to fuel web apps▪ Flash: A multimedia platform that can be used to create videos and websitesAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    12. 12. What is the big deal with pictures?JPEG▪ Pros: Best for photos▪ Cons: Files can be very large; no transparency; can create grainy imagesGIF:▪ Pros: Good for graphics; universally supported▪ Cons: Poor transparency support; can be of poor qualityPNG▪ Pros: Best for graphics; flawless transparency▪ Cons: Files can be large; transparency not supported on older browsersAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    13. 13. JPG GIF PNGAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    14. 14. JPG GIF PNGAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    15. 15. Color Matters!▪ Hexadecimal: for web▪ RGB: for screen▪ CMYK: for printExample▪ Hexadecimal: #f5b10d▪ RGB: 245, 177, 13▪ CMYK: 3, 33, 100, 0Ashland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    16. 16. How to Create a Website▪ From scratch – Y are responsible for every bit of code ou – Starts with HTML and likely CSS, can go on to include PHP, Java, and more – Site is edited through the code or a WYSIWYG editor▪ Using a content management system (CMS) – Y or someone else creates a template, then content is ou added through the CMS backend – Examples include: Joomla, Drupal, Wordpress, third party template sitesAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    17. 17. Ashland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    18. 18. Gong Gong Communications We provide holistic marketing and creative services to small businesses on a monthly and per- project basis We offer a full range of services including graphic & web design, copy writing, marketing planning, and social media engagement. www.gonggongcommunications.comAshland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
    19. 19. Now that you’ve forgotten everything we just covered… http://www.gonggongcommunications.c om/speaking/ashland-2011.html -or- http://ow.ly/71jJk -or-Ashland University – October 18, 2011© 2011 Gong Gong Communications. All rights reserved.
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