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Making Your Website Work For You
 

Making Your Website Work For You

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    Making Your Website Work For You Making Your Website Work For You Presentation Transcript

    • Making Your Website Work For You
      John Wooton
      President, Senior Developer
      InspireMedia
    • President/Senior Developer of InspireMedia
      Specialize in creative web development solutions for business
      We do work with Wedding and Event Professionals
      Avid Networkers
      We believe there is no magic bullet
      Who am I?
    • Are You Successful?
    • Website isn’t generating any/enough leads
      Website isn’t attractive/outdated
      Can’t update website/slow updates
      Website doesn’t do what we need it to do
      What are some of the issues?
    • Forgotten approach to website marketing
      Targeting the right client
      Website tools that help you build loyalty, credibility and close deals
      What we’ll be talking about…
    • Why do we use a website?
      It’s easier, right?
      24 hour storefront
      Online portfolio
      Start With Why…
    • Picture your website as an actual storefront with customers that stop by to purchase a product on a daily basis.
      How would you act differently?
      Welcome them with a smile
      Have a unique look that differentiates you from everyone else
      Make it easy for them to find the products they want
      Make it easy for them to purchase those products
      The Forgotten Approach…
      We often forget that our website is the same thing, we just don’t greet the customers face to face.
    • In order to be successful, a website needs to have all the same elements as any other marketing campaign:
      Targeted
      Attractive/Eye Catching
      Useful/Easy To Use
      Timely
      The Forgotten Approach…
    • There are two questions that are often overlooked when it comes to targeting:
      Who is your ideal client?
      What is of value to them?
      Targeting
    • Think of their personality traits
      What are they like on the wedding day?
      What is their budget?
      What venues will they choose?
      What are their expectations of you?
      Who Is Your Ideal Client?
    • What are their biggest needs when they come to you?
      What are they most concerned about?
      What are they least concerned about?
      Are they looking for value or are they looking for quality?
      Is what you have different enough to overcome their internal objections.
      What Is Of Value To Them?
      Profiling your ideal client is probably one of the most important steps you can take when evaluating your website.
    • The attention span of the average website visitor is less than 10 seconds.
      Is what they see in that 10 seconds going to appeal to their senses?
      Does it make me fall in love with what you offer?
      Remember a website is a storefront and in a storefront we appeal to their senses to help them buy.
      Attractive
    • You don’t want to make your visitors think?
      Can they find the information that they need?
      Value Proposition?
      Portfolio or Gallery?
      Packages and Pricing?
      Testimonials/Awards?
      Call to action – a way for them to take the next step?
      Useful
    • Do you blog?
      How recent ago did you update your portfolio?
      Does your site look outdated?
      Are you following the same trends as your competitors?
      Timely
    • There are two main reasons you need the right content on your site
      Appealing to your “ideal client”
      Competing for search engine traffic
      The Role Of Content
    • In order to create an effective website, you must remember who your ideal client is…
      Go back through the list of personality traits and client values
      Does the content on your website appeal to your ideal client?
      Does it overcome their objections?
      Does it show how different you are from your competitors?
      How will you structure your site differently?
      The Role Of Content
    • Search Engines are usually the first place someone goes to research
      How do you compare to your competition?
      Google’s most recent update:
      Driven by consumer mannerisms
      Less importance on links (however, still important)
      More importance on unique, quality, relevant content
      The Role Of SEO
      This means the websites that will succeed in the future will be faster, have more unique relevant content and will be written with the customer in mind and less for the search engines.
    • What is analytics
      Analytics is the systematic “analysis” of how your website is performing.
      Tracks detailed statistics over time
      Pageviews
      Bounce Rates
      Traffic Sources
      Keywords
      Page by Page Analysis
      The Role of Analytics
      Tracking the performance of a website is a critical function for every business. Without knowing this information, you can’t make adjustments to improve the quality of your website.
    • It can’t tell you WHY someone doesn’t like your site.
      It can’t tell you that you’re targeting the wrong client.
      It will not measure your performance with social media (only a prospects interaction with your website from your social media campaigns).
      What Analytics Is Not…
    • There are two tools that I recommend before anything else:
      Analytics/Website Tracking
      A Call To Action/CRM
      The Tools
    • Google Analytics
      Free
      Easily added to a website
      Tracks pageviews, bounce rate, etc.
      Inbound traffic sources
      Search engine keywords
      Performance Goals
      Automated Reports
      Analytics
    • Analytics
      • Statcounter
      • Also Free
      • Easily added to a website
      • Realtime Traffic
      • Inbound traffic sources
      • Search engine keywords
      • Doesn’t track all the information that Google does
      • No automated reports or goal tracking
    • Omniture
      Not free, can be several thousand dollars
      Typically for larger corporations
      Offers a lot more data (Does integrate social media tracking)
      Analytics
    • No website is complete without the ability of consumers to take the next step
      Simple Solutions – Contact Information
      Better Solutions – Contact form with qualifying questions
      Best Solution – Contact form that saves to a CRM
      Call To Action
    • A CRM (or Customer Relationship Manager) is an online database where you can store all of your client information and keep track of where clients are at in your sales process
      Some of the more advanced CRMs offer automated reporting based on your sales process and leads.
      CRM’s are a great way to help automate and track your sales process
      CRM?
    • AddressTwo- Simple CRM
      Easier to use CRM
      Has a project management component
      Has an email marketing component
      Lead follow-up and task reminders
      Free contact form that adds leads to your database
      CRM
    • Zoho CRM
      Free for one user
      More detailed
      Integrates with the Zoho Business Suite
      Mobile App
      Automated Reporting
      Campaign Tracking
      Email Integration
      Forecasting
      Lead and task follow up reminders
      Free contact form that adds leads to your database
      CRM
    • Salesforce
      Not Free (Starts at $15/user/month)
      Contact form that adds leads to your database
      More detailed CRM
      Email Integration
      Lead and task followupreminders
      CRM
    • If you’re not consistently blogging, you’re missing out on a vital factor that Google considers important in the ranking of your website.
      Blogging not only offers fresh, relevant content for your clients to read, it also helps you contextually compete for search engine keywords.
      Realistically, you should be blogging at least once a week.
      Blogging
    • Wordpress (highly recommend)
      Two Methods
      Wordpress.com (Free)
      Allows you to blog on wordpress.com
      Helps with adding unique content to your site
      Doesn’t help with the search engines
      Wordpress.org (Self-Hosted Solution)
      Most hosting companies can support this
      Wide range of plugins and tools that allow for the enhancement of the website
      Blogging
    • Blogger
      Free
      Similar to Wordpress.com blog
      Doesn’t add value for SEO
      Blogging
    • Typepad
      Starts at $8.95/month
      Similar to Wordpress.com blog
      Can’t add it to your own domain
      Blogging
    • Ideal client
      The right content
      The right image
      Website tracking
      The right tools
      You can begin to watch the performance of your website improve. How?
      Bringing it all together…
    • There are several core traffic stats that you need to pay attention to:
      Pageviews
      Visits
      Bounce Rate
      % of New Visits
      Time on Site
      These are not the only statistics that you should look at, but they are by far the most important.Here’s why:
      The Stats
    • Pageviews
      The total number of times pages have been viewed on your site. This number will always be the largest
      The Stats
    • Visits
      The total number of times a site has been visited during the time-frame.
      The Stats
    • Bounce Rate
      The percentage of people that came to your site and left immediately.
      The Stats
    • % of New Visits
      The percentage of visits to your site that have not been to your site before (new customers)
      The Stats
    • Average Time on Site
      The “stickiness factor”. This will show you how much time is being spent on your site.
      The Stats
    • Before:
      The Numbers
    • After
      The Numbers
      This client generates leads daily!
    • Questions?
    • Web: http://www.inspiremediamarketing.com
      Email: info@inspiremediamarketing.com
      Phone: 317-750-9118
      Contact Us