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Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
Optimizing Your Website for Economic Development
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Optimizing Your Website for Economic Development

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  1. Optimizing Your Website forEconomic DevelopmentPresented byLeah Hill
  2. The importance of websitesChoosing your contentHow to write copy people will readTips for improving navigationHow to increase web traffic
  3. The importance of websitesWhy should you have a website?• In 2012, nearly 80% of American adults said they were internet users.http://pewinternet.org/Static-Pages/Trend-Data-%28Adults%29/Whos-Online.aspx
  4. The importance of websitesInternet users as percentage of populationhttp://www.google.com/publicdata
  5. The importance of websites
  6. The importance of websitesHow site selectors use your websiteAccording to a survey by Atlas Advertising, theaverage ED website receives 161 visits per actualinquiry to an EDO.
  7. Choosing your contentHow do you decide what content to include onyour website? Ask yourself:Why do you want people to go to your website?
  8. Choosing your contentHow do you decide what content to include onyour website? Ask yourself:Why do you want people to go to your website?To find out more about you.
  9. Choosing your contentHow do you decide what content to include onyour website? Ask yourself:Why do you want people to go to your website?To find out more about you.What do you want them to do when they get there?
  10. Choosing your contentHow do you decide what content to include onyour website? Ask yourself:Why do you want people to go to your website?To find out more about you.What do you want them to do when they get there?To call you.
  11. Choosing your contentHow do you decide what content to include onyour website? Ask yourself:Why do you want people to go to your website?To find out more about you.What do you want them to do when they get there?To call you.Is it easy for them to get to their goal and yours?
  12. Choosing your contentElements of a website• City or organization name• Contact Information• Easy to use Navigation• Maps• Branding• Professionalism and Accessibility• Downloads• Links
  13. Choosing your contentThe most important element is descriptive,detailed content• Demographics/Workforce• Utility and telecommunications costs and providers• Transportation access• Tax rates & incentives• Quality of life• Leading employers and unionization• Recent expansions/relocations in the area• Educational institutions and research centers
  14. Choosing your content(continued)• Sites & buildings database (LocationOne)• Business related news/events• Links to social media accountsFor more information on good Economic Development content, seeIEDC Site Selection Data Standards website:http://www.iedconline.org/?p=data_standards
  15. How to write copy people will read• concise text — half the word count (or less) than writing for print• shorter sentences and paragraphs• one idea per paragraph• the inverted pyramid style, putting the most important point or the conclusion first
  16. How to write copy people will read• bulleted lists• highlighted text (bold or color, also hyperlinked text) for scannability• meaningful headlines and subheads• write copy that sells benefit rather than feature
  17. Tips for improving navigationPut most important information “above the fold”
  18. Tips for improving navigationThe 3-click ruleMain menuclick “AboutMissouri Partnership”Sub-menuclick “Mission”Content pageMission statementpage displayed
  19. Tips for improving navigationTrack website traffic using Google Analyticshttp://www.google.com/analytics
  20. How to increase web trafficBe included in the first page of search engineresults for appropriate keywords• Your organization’s name• The name of your region• The name of your region + economic development (example: missouri economic development)• Your url (example: www.missouripartnership.com)
  21. How to increase web trafficImprove your search engine ranking• Use the relevant keywords you’ve identified in your website meta tags (descriptive tags within links, pictures, page headers, etc.)Meta Tag Analyzerhttp://www.seocentro.com/tools/search-engines/metatag-analyzer.html
  22. How to increase web trafficHave a simple web design• Don’t use too much flash• Don’t use graphics for headers and buttons, use text• Don’t use too many frames• Have a site map
  23. How to increase web trafficGet people to link to your website• Get people to link to your website using anchor text that contains your keywords.• Ex: <a href=”www.missouripartnership.com”> ”Missouri Economic Development”</a>
  24. How to increase web trafficUse Google Adwordsadwords.google.com
  25. We’ll make sure the grass is always greener. Relocating your company only makes sense if you can count on the grass being greenerHow to increase web traffic on the other side of the fence - year in and year out. Missouri’s business climate is not only comfortable, it’s consistent, allowing companies to plan for growth over a long period of time. for low business Missouri also keeps the green in your bank account with costs, including the cost of labor1Advertising perennially low costs for business and energy. (They can’t always promise that on the other side of the fence.) for low business energy costs2 Pro-Business We’ll make sure the grass is always greener. state for 2 years in a row3 Relocating your company only makes sense if you can count on the grass being greener on the other side of the fence - year in and year out. Missouri’s business climate is not only comfortable, it’s consistent, allowing companies to plan for growth over a long period of time. for low business Missouri also keeps the green in your bank account with costs, including perennially low costs for business and energy. the cost of labor1 (They can’t always promise that on the other side of the fence.) for low business energy costs2 Visit us at www.business.missouripartnership.com or scan here* to watch our new Missouri video. Pro-Business state for 2 years in a row3 1 CNBC 2 Small Business and Entrepreneurship Council 3 Pollina Corporate Real Estate * Use any QR tag reader to scan. Visit us at www.business.missouripartnership.com or scan here* to watch our new Missouri video. 1 CNBC 2 Small Business and Entrepreneurship Council 3 Pollina Corporate Real Estate * Use any QR tag reader to scan.
  26. How to increase web trafficEmail marketing
  27. How to increase web trafficUse social media
  28. How to increase web trafficMobile site
  29. How to increase web trafficUpdate frequently!
  30. Leah HillMissouri Partnership120 S. Central Ave.Suite 1150Saint Louis, MO 63105T: +1.314.725.0949 Ext: 202F: +1.314.725.0743C: +1.314.954.9252Leah@MissouriPartnership.com
  31. More ways to connect with Missouri Partnership• Twitter http://twitter.com/MOPartnership• Facebook http://www.facebook.com/MissouriPartnership• LinkedIn http://www.linkedin.com/company/missouri-partnership• Industry Insight Blog www.missouripartnership.com/Data/Industry-Insight-Blog
  32. Upcoming webinars (all are 12 p.m. to 1 p.m.)• Friday, September 7th: Branding• Friday, September 21st: Advertising and messaging• Friday, October 5th: Pitching and media relations• To register for the webinar(s) of your choice, please contact Erin Pettit of the Missouri Partnership’s staff via e-mail at erin@missouripartnership.com or call 314.725.0949.

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