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PracticeWEB Website Development WorkshopPresentation Transcript
PracticeWEB – DevelopmentWorkshop With James Scanlan and Paul Morris
Agenda 10:00 Registration/Introductions/Agenda 10:30 Websites for success 11.30 Coffee 11:45 Understanding your Landscape 12:45 Marketing your practice 1:15 Lunch 2:00 Marketing your practice continued 3:00 Search marketing & social media 3.45 Recap 4.00 Close
PracticeWEB methodology (Best Practice) Website has to be aligned to the objectives of your business… Focus - Location - Services - Sectors - People / Staff / Personality - Clients - Design / Marketing Signposting – the content and functionality that will help achieve the objectives of the business / website
PracticeWEB methodology (Best Practice) Propositions This page is where you’re website sells your service. To increase likely hood of contact keep visitor on-site and interested through relevant content at the right time Triangle Usability Theory Landscape now includes a content recommendation engine as standard
Understanding your Landscape
Best practice content …and what’s it for? - Business News - Guides and Calculators Designed to be a resource for both clients and staff and to demonstrate the depth and breadth of expertise and client service. Used intelligently it can lead or support your marketing and / or communication efforts.
Best practice content cont… News - Updated daily - Written by our in-house professional journalists - Forms the basis of the weekly business update sent to all subscribers Newswires - Weekly or monthly, different design and content - Sent on Thursday, best day for recipients to read - Landscape software allows you to track opens and click-throughs
Best practice content cont… Guides and Calculators - Updated throughout the year by our industry experts such as Mark Lloydbottom and Rebecca Bennyworth - 3 core sections - Business - Personal - Tax - 15% “rear facing” or compliance based - 85% forward facing, designed to educate and inform and setup robust sales proposition
Budget report A key time of year to be proactive with your message out to clients and prospects - Written by a special team who start as soon as the Chancellor sits - Live Twitter resource during the speech - First draft of the report is usually live that afternoon, with refinements happening over the next few days - Budget email sent that evening to all subscribers, to be in their Inbox by the morning
Financial planning guide - An area of the content which explicitly tells visitors what your firm can do for them - Great content that can be used to generate interest in your advisory services - Guides include: - Tax planning - Exit planning - Business planning - Wealth planning - Retirement planning
How to use the content E-Marketing - Create an email using part of the content with a link back to the full guide - Send to all clients and / or prospects or use the “user sets” function to create a targeted group - Use the Mailshot Analytics to track opens and click-throughs - Follow the activity up by phone using internal staff or an external agency
How to use the content cont… Social Media - Create a summary of an area in your own words or copy and paste ours - Create a post on your blog, forum, Facebook or linkedIn page - Ensure you include a link back to the original article or guide - Create a Tweet and send to followers, include a link shortened using Tiny URL (or other)
How to use the content cont… Printed - Copy into a branded Word or PDF template - Distribute to clients and prospects - Use as part of a new client welcome pack - Take to events as a piece of take-home collateral Press Release - Summarise the guide to the main points and how your firm is expertly positioned to help in this area - Distribute to newspapers, trade publications and online PR websites
Marketing your practice
Marketing your practice – Website integration
How can you use your website to integrate with your current marketing?
Professional Fee Insurance
Search marketing and social media Search marketing and social media
Search marketing and social media
What is Search Engine Optimisation?
Active Practice of improving quality & volume of traffic from search engines
Making content & structure more relevant for key search engine terms
What is the potential?
Add credibility to a website due to the editorial nature of search engine results
Reduce non-relevant visits
Create a measurable campaign
What can’t SEO guarantee?
That your website will rank at the top for every search engine, for every search phrase
Knock competitors sites off SERPs
Results if implemented as a one-off project
How Search Engines Work
Crawling, Indexing, Search Queries, Ranking
Complex software using algorithms to identify & collect information from web pages
Users query an index not the live internet
Results returned by matching search query
The most relevant pages sit at the top
Getting to the top of Google?
Steps to success Marketing your Practice
Step 1: Business objectives & Search Goals
Step 2: Keyword research
Step 3: Benchmarking
Step 4: On page optimisation
Step 5: Link Building
What you need to be successful
Plan for 12 months, set realistic expectations
Plan when & how you will review progress
Ensure that tasks are journalled
Create actionable items for the coming months
Assign responsibility for different reporting areas
Internal responsibility with no external help needs at least 4 hours per week dedicated