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Making the Most of your Website
Anderson Lima BA MSc
Pt Lecturer & Business Consultant
The Theme - a web paradox;
Idea - Online branding focus replacing Web Designing focus;
Power of Network Effects - Collective intelligence;
The strands: Theory building, Science of Search, Customers
Centricity Paradigm, Practical Knowledge and application,
Future Developments for a sustainable competitive
• Here we go...
"Branding is Marketing" Al Ries
"What is the most resilient
parasite? Bacteria? A virus? An
intestinal worm? An idea.
Resilient... highly contagious. Once
an idea has taken hold of the
brain it's almost impossible to
eradicate. An idea that is fully
formed - fully understood - that
sticks; right in there somewhere."
Agent Cobb - Inception
From Web Design to Online Branding
...Costumers want to experience,
they want to participate, share...
...Digital consumers are on the driving sit of the
new Social Economy, which is also driven by sharing e
is not about B2C, or B2B, It is about P2P,
is all about relationships...
is a part of your Digital Marketing activity that enables
online communication to be developed, optimized and
aligned to overall marketing strategy in order to increase
consumer engagement, value creation, sales growth,
brand equity and profitability in a sustainable manner
in order to achieve overall business strategy
My Website - Value Creation and UX
• How I see it...
• How customers see it...
• How Google sees it...
• How should it look
...consumers have fundamentally
altered purchasing decision making.
Online Value Creation - Taking UX to a
higher level - CX (Costumer Experiencing)
The Trichotomy of User Experience (UX)
Visual Communication (Aesthetics)
Logos, Colour, Action
SEM, SEO, PPC,
Link Building, Landing
Internet of Things,
& Social Innovation
The importance of customer focus in
effective online planning
Why do we need to focus on the customer?
Basically... because they are not focusing on you!
Digital Consumers suffer from
"Short Attention Span"
rage general attention
span of a literate adult:
10 – 12 minutes
Online Value Proposition (OVP)
• Closely tied to your brand positioning;
• Reasons why customers will click on; return, register or buy from
your site; and ideally share their experience (key in an age where
the customer increasingly defines the brand);
• Intrinsic benefits a visitor will get from the the site, content, web
service or functionality – and how that ties to your overall product
• Why OVP - a strong online value proposition hooks, distinguishes a
web site from that of its competitors, helps provide a focus to
marketing efforts, can be used for PR and word-of-mouth
• Turn visitors into customers, customers into loyal followers,
followers into brand evangelist.
7 Steps to start and refine your OVP
• Review potential OVPs. Unique value propositions are created in two phases: Phase 1 is where you internally
(yourself, or within your senior management team) decide on the unique benefits of your web site or service, and Phase 2 is crafting that
uniqueness into an outbound message to your market – a confident, assured benefit statement to your market.
• Select your target audience. Garner research if you don’t have it already to inform you who are they are. Build
simple personas if you don’t have them (pen portraits that are specific to the site usage) that really dig into what the site must deliver –
find the common needs of the relevant personas you must engage online
• Research your audience. Ask your market, those personas, what they need and want. Building your unique
differentiation in your market is far more likely when you become involved and understand your customers, tune-in to their triggers –
obtain feedback on early concepts and ideas and have a good understanding of how competitors are positioning themselves in your
• Benchmark OVPs. Look outside of your industry. Study successful companies of all types. Seek to understand their online
value proposition. How are they different in the market?
• Define your OVP. Select a strap line and more detailed value messages you may see listing features or on an about page.
But remember that your online value proposition is more than text – think about images (large, small, masthead or a whole wall-paper
backdrop), also video or animation to help engage and entertain. A well designed navigation can define the OVP too.
• Communicate OVPs. Which messages and channels will you use to communicate OVPs. OVPs can be communicated in
the search results, in catalogue and in print ads. Messaging should engage by keying into the customer’s experience, and emotions the
intangibles can be powerful Being the best in price, selection or shipping time is often not enough to separate you from your competition.
What can you do with your idea, knowledge of your market to really improve their lives, health, financial situation, status, prestige, etc…?
• Deliver, review and improve. Make sure you are in a good position to deliver on your unique value proposition.
It’s not enough to create the best UVP statement only to give way to someone else who could execute better. Know your strengths and
build your UVP out from there. The “Online Value Proposition” or OVP should reinforce the core brand proposition, and also shows what
can a visitor get from your online services that they can’t get from you offline or from competitors.
Stages in online adoption
• Level 0 – No web site or presence on web - thinks offline is OK
• Level 1 – Basic web presence – domain name or Directory
• Level 2 – Static informational site – often transfer brochure
• Level 3 – Simple interactive site email form – rely on
traditional methods to sell;
• Level 4 – Interactive site supporting transactions and FAQ’s often online buying and interactive helpdesk;
• Level 5 – fully interactive site supporting whole buying
process – full integration of eBusiness. Offer relationship
marketing with clients;
The Internet Commandments
1. Know your mission on the Internet;
2. Be Everything for someone, not something for everyone;
3. Give the users something to take home;
4. Solution based on Strategy;
5. Utilise the possibilities of the Internet;
6. Build intellectual know-how and leadership on the Net;
7. Involve the user in the designing process;
8. Test your solution;
9. Give the users power and control;
10. Be prepared to change and start all over!
Online Marketing Objectives - Brand
• Provision of Company Information;
• Corporate Image promotion;
• Product information over and above that available in
• Public Relations;
• Human Resources information;
• Promotional Campaigns and Integrated
communication - cross-channel.
Gay et al.
Online Marketing Objectives - Revenue
• Sales either by payments at the time of purchase or
order generated online;
• Prospect Generations; used as advertising stream for
company/product, of as medium for other sites;
• Direct Marketing; following traditional DM using as a
medium for communication
Gay et al.
Online Marketing Objectives - Customer
• Pre-sales information; simply promotional text
helping buyers to buy, FAQ pages;
• Post-sales information; comprehensive fitting
instructions, usage advise like recipes, supplements,
• e-CRM; using technology to develop and manage
• Personalisation; customisations and 1-2-1 approach.
Gay et al.
• Environmental Analysis, stakeholders,
Differentiations Variables, Positioning Strategy;
• Aligned with Overall Business Strategy: Design the
offer, value, distribution, communication,
partnerships and management;
• Key objectives of the new site;
• Web hosting and capabilities;
• Integrations with other marketing channels
Gay et al.
Web Design - What to look for...
Structure – wire-framing
Content and copy
Brand and credibility… image
Test for Effective Web Performance:
1. How many mouses clicks to a phone number
when starting at a home page?
2. Feedbacks/pose questions?
3. Animations used? Does it slow down the site?
is it gimmicky or useful?
4. Does it use fussy backgrounds distracting visitors
from text of the site?
5. Typos and spelling mistakes?
6. Broken or dead links?
7. Misleading Links?
8. Orphan pages or returning a '404' message?
9. Download time?
10. Use of pop-up windows? Really necessary?
12. Use of action colour and action buttons?
14. Has is been optimised for search engines?
15. Internal Search and site map?
16. Mobile rendering and Optimisations?
Test for Effective Web Performance:
17. Has a Favicon?
18. 404 Error Page?
19. Print-Friendly CSS?
20. Conversion Forms?
21. Language Declared and Detected?
23. Dublin Core?
24. Spam Block ?
25. e-mail privacy? (plain text)
26. Directory Browsing? (can it be accessed directly?)
27. Server Signature off?
28. Mobile rendering and Optimisations?
29. Google Analytics? (or equivalent)
30. W3C Validity?
31. Doctype Declared?
32. Enconding Language?
who are your customers?
who are the consumer generated
media creators and critics ?
start monitoring key areas, brands, new
products, service encounters...
draw on experience and skills internally,
outsource if need be
have a skilled and dedicated ‘interpreter’
Kelley, N (2012)
• #1 Google: shows results at any Google-owned
website such as Google.com or Google Image Search;
• #2 Yahoo!: shows searches at any Yahoo!-owned
website including Alta Vista, and AlltheWeb;
• #3BING: Shows searches at any BING-operated
website such as BING Search;
• Yahoo! search engine results are currently driven by
BING search algorithm;
• Most popular Search Engines - (Link)
Fleischner, M H (2013)
How Search Engines Work
PageRank Algorithm (1998);
How Search Engines Work:
Organic x Paid Results;
Anatomy of a Search Engine Result;
Beyond Web pages: Images, Videos, Geolocation.
Search Acquisition Strategy Process
• Have all business and product goals aligned and using
search data as key part of tour market research;
• Identify target audience;
• Determine queries that fit your business needs, what is
your target audience searching in volume?;
• Build content to perform well and have relevance;
• Offer a call to action that attracts searcher deeper and
deeper into the conversion funnel;
• Get you metrics right providing actionable insights into
Steps in the Process - 1
1. Identify your business goals:
What is the business's purpose?
What is the website's purpose?
2. Assess the market opportunity:
Based on Keyword research, what searches are relevant to your business?
What's the overall volume?
3. Assess the Conversion Potential:
What queries will drive conversion (based on your business goals?)
Who is the target audience?
What's the competitive landscape?
Steps in the Process - 2
4. Create a tactical plan;
5. Develop Search Personas;
6. Develop Search Conversion workflows:
Build a content strategy based on the searcher personas and search
7. Execute on-page and off-page SEO ;
8. Monitor progress;
9. Identify actionable metrics;
10. Create rollout and adjustment strategies.
On-Page Optimisation - Making the
Keyword Architecture - Research, Plan, Build, Implement and Monitor;
Meta Tags - labels given to a web page;
Title - this tag is the page title, no more that seven words and less than sixty
Description - provides a description of the website or web page, use main
keyword twice for more impact (no stuffing);
Keywords Tag - should include the mains keywords chosen as the mains
focus of your website; (avoid stuffing)
Meta Author - optionals, if there are others it helps to identify content;
Robots - simplest but important, signal to Googlebo, Google's search engine
spider, to crawl your entire website;
Formatting - Content First, Clean Code (W3C), heading tags (<h1>, <h2> and
On-Page Optimisation - Cont.
• Alt Tags - use to describe images or graphics, small impact
helps; (no stuffing)
• Proper Keyword Placement:
Place in the Title tag, description tag, keyword tag and alt
Place in an <h1>, <h2>, and/or <h3> tag,
Place in the first 25 words of your page,
Place in the last 25 words of your page,
Bold keyword(s) at least once on your page,
Italicize or underline keyword(s) at least once on your page.
• (XML) Sitemaps;
• Internal Links.
On-Page Optimisation - Cont.
• For an improved Keyword Architecture and Placement
research your competitors;
• Google Page Rank (a.k.a. PR), and old dated friend but still
important; can indicate level of competitive strength among
• Website Load Speed - Very important factor in ranking, you
can use Google Webmaster Tools or some other type of free
online tools to help determine the speed of your site;
(Remember User Experience);
• Inbound Links - off-page optimization
On-Page Optimisation - Keyword
Keyword Research and
to build your Keyword
Off Page Optimisation
• It represents over 70% of your efforts;
• Get high qualified links to your sites - ≥ PR, similar
content, use related meta tag, come from diverse
sources, Larger number of sites linked to them; (Ex:
• Link types: One way, Reciprocal and Three-way links;
• Identify which sites to link and authority sites: use
google search, Alexa and any online SEO tool;
Off Page Optimisation
• Anchor text - natural link profile;
• Google looks for natural inbound link profile (branded and
• Link Juice - careful with bad links;
• Review your links and remove untrustworthy inbound links (manually or using Google Disavow Links Tool);
(Google addurl, Google, DMOZ, Yelp, Articles
• Good directories;
• Social bookmarks - Digg, Redit, Stumbleupon, etc;
• RSS, Forum Marketing, etc
Work Task 1 - Answer the Questions
below having your online brand in mind
• Customers Positioning: ‘Why am I here?’, ‘How does
this help me?‘ or ‘Does this site give me what I
• Business Brand Positioning: "Who we are, what we
offer, which markets do we serve, what makes us
• Site: "Why am I driving people to my site?"
• Start Marketing Audit
Social Engagement – building your hub
Social Media and Search
e-CRM and Social CRM
• "Highly detailed description of an individual who
embodies key goals and behaviour of an important
group of target customers";
• Created through research, surveys, and interviews of
your target audience - use qualitative and
• See in the following slide how to build and present
nam your com
mon as well a any
the g and yea the
slide y text on in
Buyer Persona Overview
•Basic details about persona’s role
•Key information about the persona’s
•Relevant background info, like education
can tion b onlin
info inist f you .
adm veys o dienc
sur et au
•HH Income (Consider a spouse’s income,
•Urbanicity (Is your persona urban,
suburban, or rural?)
•Persona’s primary goal
•Persona’s secondary goal
•Primary challenge to persona’s success
•Secondary challenge to persona’s
HOW WE HELP:
•How you solve your persona’s
•How you help your persona achieve
•Include a few real quotes – taken
during your interviews – that
represent your persona well. This
will make it easier for employees
to relate to and understand your
•Identify the most common
objections your persona will raise
during the sales process.
objections will help
your sales team be
•How should you describe
your solution to your
•Make describing your
solution simple and consistent
across everyone in your
mess ishing yo
your ging pre r
pa r e
c on v
ey th n to
g a r reative
Inclu from C
phot ons or elps
Com photo h sion
iSto one env on.
ever me per
7 Steps to Increase Conversion
• Applying Relevancy
• 1. Identify Conversion Goals & KPIs
• 2. Define & Acquire Target Profiles—Apply
• 3. Organize and Optimize Site Structure
• 4. Develop a Compelling Message
• 5. Place Effective Calls to Action
• 6. Enhance Shopping Cart / Lead Capture
• 7. Test, Measure, and Refine
Link Building Strategy
Develop an article or any other original content;
Create, Spin, and distribute - monthly;
Submit to high PR web directories;
Do follow blog submissions;
Do follow blog comments;
Press Release Submission;
Social Media Post and links;
Video Submissions - YouTube, Vimeo and Viddler;
• a standalone web page distinct from your main website;
• limit the options available to your visitors, helping to
guide them toward your intended conversion goal;
• Click Through Landing Pages;
• Lead Generation Landing Pages;
• old - http://www.corecomconsulting.co.uk/
• new (under development) http://corecom.frankdev.co.uk
Work Task 2 - SWOT
Perform a SWOT Analysis of your own site;
Define: Who is your audience? Where is your audience?
What your audience wants?
Build Two personas for your site;
Define the main Keywords for your site;
Create a OVP;
Where do we go from here?
SMEs online opportunities
Less is more - More is... (knowledge, time, finances);
Innovation and Thought Leadership;
Social Technologies: Augments Reality, The Internet of
Things, Gamification, Social Search, Wearables, 3D
• Traditionally known as a "laggard" and slow in adoption of
• Falling cost of web investment and innovations;
• User-friendly tools and softwares;
• Increasing but potential still not being fulfilled;
• Move from Institutional to Relational; ("sergaging")
• Faster, cheaper and efficient sales and costumer services
• Competing side by side with giants;
Wrapping it all up!
Well done :)
Tapscott, D Ticoll, D Lowy, A (2000). Digital Capital Harnessing the Power of Business Webs. London: Nicholas Brealey.
Fleischner, M H (2013). SEO Made Simple: Strategies for Dominating the World's Largest Search Engine. 3rd ed. USA: Michael Fleischner.
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08th Dec 2013.
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IMDB. (2010). Inception Quotes. Available: http://www.imdb.com/title/tt1375666/quotes. Last accessed 08th Dec 2013.
THANK YOU ALL FOR COMING!
• Neil Kelley and the LMU marketing team;
• Christine Robinson and Sian Walkington from Leeds
Met Enterprises Services