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Transworld's 27th International Halloween, Costume & Party Show. March 10-13, 2011 - St. Louis, MO. …

Transworld's 27th International Halloween, Costume & Party Show. March 10-13, 2011 - St. Louis, MO.

Learn the 9 steps to planning a profitable website and receive all the best tips about launching a site that sells.

Presented by C S Wurzberger: New Media Marketing Power & a Trip to the Zoo.com

Published in Business
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  • 1. 3/23/2011 C S Wurzberger – Internet Marketing Specialist  Over 20 years of marketing experience and I’ve helped hundreds of companies from around the world improve their search engine rankings  Specialize in promoting animal related 9 Steps to Planning a Profitable Web Site companies: Zoos, Aquariums, Conservation Centers and Green Businesses Energize your Marketing with a New Approach  Co-author of “9 Easy Steps to Planning a Profitable Web C S Wurzberger – Internet Marketing Specialist site”  Plus, I’ve placed numerous sites on the first page of Google  Today I’m going to show you the techniques to do the same© Copyright 2000-2011 C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission Outline of what you will learn today Step 1: Define your Site’s Purpose 9 Easy Steps to Planning A Profitable Web Site:  It’s the most important question you’ll ask yourself.  Step 1: Define Site Purpose  What do you want your web site to do for your  Step 2: Choose a Domain Name business?  Step 3: Plan the Site Design & Online Store o Work as a brochure site  Step 4: Plan the Content o Drive leads & referrals  Step 5: Find a Host o Sell products  Step 6: Find the Best People  Set specific, measureable sales objectives  Step 7: Plan for the Costs  Generate $150,000 is sales this year  Step 8: Market your Site  Cultivate 12 new sales leads each month  Step 9: Measure the Results  Sell 200 widgets Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Step 2: Choose a Domain Name Step 3: Plan Your Site Design  A domain name identifies the company’s address on the Internet Your Web site’s design will make or  Buy it from a reputable company break your online success (www.networksolutions.com or www.wsmdomains.com)  Make sure you can transfer your Domain name to the hosting company of your choice  Keep user id & password in a secure location Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 1
  • 2. 3/23/2011 3: Ensure your site is buyer friendly Guidelines of a High Performing Site The bottom line – if a web site is not user-  Usability guidelines friendly, if viewers can’t find what they are  Jacob Nielson is considered the world leader looking for, there really is not point in having in establishing the usability guidelines. it  His reports are published at www.useit.com Characteristics of a non-performing site  113 industry standard for a brochure site  Business goals are not being met  226 for an ecommerce site  Viewers are unclear who the business is and  Does your site incorporate at least 85% of what they sell the guidelines?  Viewers can’t easily find the info they need Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 9 Point Checklist for Usability Before and After Examples Solstice Corp makes mammography 1. Your pages loads quickly and general X-ray skin markers for 2. Your site clearly identifies who Diagnostic radiography. you are. Logo & Tagline Before: 3. Primary navigation runs across the top or left  Homemade – non-professional design 4. Buttons - use standard naming conventions  Does not speak to their ideal 5. Critical elements appear above customer the fold  Colors did not match branding 6. Site is clean and easy to read,  Hard to read using subheads, bullets for quick  No call to action scanning After redesign: 7. No distracting animation or  Professional branding popup windows  Colorful, appealing 8. Easy to find contact info  Easy to navigate 9. Clear “Call to Action”  Increased lead generation by 220% Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Before and After Examples Before & After Organization Plus is a Boston based Company that helps your transform your home and office. After Redesign Before:  Logo too large  Does not speak to their ideal customer  Hard to read & navigate  No benefit message  No call to action After redesign:  Professional branding  Colorful, appealing  Easy to navigate  Increased lead generation by 120% Before www.MendonGiftBarn.com Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 2
  • 3. 3/23/2011 How usable is your site? The Fact is If a site’s not user-friendly (if viewers can’t find what they’re looking for) there’s no point in having it! Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Step 4: Plan the Content Content Example If you’re expecting your Web site to drive orders for Write for your customer, tell them how you’ll your products and services, you’ll want to carefully solve their problems plan your Web content. Example: Headlines for courses designed to  Content is King help new college graduates learn how to  Smart, sales-oriented content will ensure the best manage their money. results  Engage prospects immediately  Before: We offer great courses on managing  Clearly show them an attractive solution to their money. We’ve been doing this for years. needs  After: New college graduates: in just three  Don’t make it all about you-make it about how you evenings, learn how to manage your money can help them and build wealth. Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Step 5: Find a Host Hosting CompaniesA host is a server (a special computer) that www.hosting.com holds your Web site and makes it viewable www.NewMediaMarketingPower.com on the Internet www.Hostgator.com  Types of Hosting Hosting Items to look for:  Free-viewer is subject to pop up ads  99.9% up time  Shared-most affordable $20.00 + per month  File storage space  Dedicated-your business buys its own server  Number of email accounts  Keep the user id & password in a special spot  Access to live stat reports Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 3
  • 4. 3/23/2011 Step 6: Find the Best People Choosing a Web Team Hire a great web team that has experience in What to look for: building sites that sell  Credentials, technical ability, skills and  Designer-plans graphic look training  Developer-codes the site  View examples of their work  Usability expert-makes it user-friendly  Do you like their design process?  Content writer  Can they speak in non-technical terms?  E-commerce expert-knows how to sell  SEO consultant-keeps you ranking high  Will they answer your questions?  Maintenance person-keeps site up to date  Will they turn over ownership of all graphics created for your site? Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Working with a Web Team Step 7: Plan for the Costs Set up an initial consultation Gather info about your business  Plan a realistic Web site budget for this valuable Choose web site addresses you like the look of investment Get the proposal/agreement in writing  A start up site $3,000-$5,000 Collect content & pictures  E-commerce $6,000 + Designer should present you with 1-3 screen shots “pictures showing site design drafts”  Optimizing for the Search engines View your site as it is being built $2,500-$15,000 Approval final version  Pay-Per-Click campaigns Upload for the world to see $1,000 + Get the user id & password to access your site Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Step 8: Market Your Site Two Types of Marketing Tactics The three biggest hurdles you’ll face to Two groups of marketing tactics that will drive traffic to your site market your site:  Offline  You have to grab the attention of your  Online prospects  You have about 28 seconds to make an impact  You need to establish credibility and trust…fast Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 4
  • 5. 3/23/2011 Offline Marketing Identify Which Online Tactics You NeedTools: Email addresses & customized signature  Business cards Branding-all of your Web site  Stationery, brochures marketing materials Ad campaigns should have the same Newspaper ads Linking campaign  look and feel On line auctions  The Phone book Email newsletters  Promotional items-bags, stickers Business Blogs  Answering machine message Podcasts  Broadcast your Web site address-put it on Social Networking everything Viral marketing campaigns Search Engine Marketing Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Search Engine Marketing A Trip to the Zoo.comOrganicListings a h Pay-per-click Listings Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permissionMatching Blog: The Keys to the Zoo.com Step 9: Measure the Results Evaluate the success of your Web site and online marketing campaigns View hosting traffic reports How many people are coming to your site? How do they find your site? Monitor PPC impressions vs. click through rates Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 5
  • 6. 3/23/2011 Web Site Building Guide Gift Shops of America.com Need to develop a new site and you’re The largest online shopping directory of gift overwhelmed? shops across the U.S. with over 12,000 You’ve come to the right place. shops listed9 Easy Steps to Planning a Offering: Profitable Web Site  Free directory listings for retailers & vendors  Use this succinct, practical workbook to plan your site so it will drive the right  Resource center prospects to your business online and  Vendor / Rep directory grow your profits.  Order at:  Major gift marts www.NewMediaMarketingPower.com  Only $25 for seminar attendees Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Now you Know the basics 9 Easy Steps to Planning A Profitable Web Site:  Step 1: Define site purpose Thank you for attending today’s program  Step 2: Choose a Domain Name  Step 3: Plan the Site Design & Online Store  Contact me with any follow up questions  Step 4: Plan the Content  Step 5: Find a Host C S Wurzberger  Step 6: Find the Best People CS@aTriptotheZoo.com  Step 7: Plan for the Costs  Step 8: Market your Site  Step 9: Measure the Results Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 6