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Energize your business website

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Whether you are building your own website or using a professional to design your business website, you need to understand effective copy, CTAs (Call To Actions), clear navigation, good use of visuals, ...

Whether you are building your own website or using a professional to design your business website, you need to understand effective copy, CTAs (Call To Actions), clear navigation, good use of visuals, etc.

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  • ICANN – manages top level domains (.com, .net, .org, etc.)

Energize your business website Energize your business website Presentation Transcript

  • Nancy Leve, Owner/PartnerVirtual Fundamentals954-562-5951
  • Internet Impact Over 2 billion users worldwide 350 million websites 196 million .com domain names in 2010 (Wikipedia)As necessary for a business as having a phone
  • Why a Website Your online identity Like Yellow pages in the past customer has a problem and wants it fixed To provide lots of information To serve your customers Inexpensive but powerful sales & communication tool Always accessible No weather, geography or store closing restrictions
  • Step One: Domain name URL: Uniform resource locator (address) http://www.VirtualFundamentals.com confusion: case insensitive Expertsexchange might be better as experts-exchange Is registered (annual fee) allows you exclusive right ofuse Highly wanted names - expensive, others $10/year Business.com sold for $7.5 million in 1999 AsSeenOnTv.com in 2000 for $5.1 million
  • Domain Search
  • Domain Availability: WhoIs.net
  • Step 2: Which web hosting services Server: Like large computer you lease stores your web site so people can access over theinternet if it goes down – your site goes down Shared hosting: Upgrading to dedicated server may benecessary Prices per month vary Additional items may be upgrade (add’l pages) Don’t be upsold to lots of extras Longer contract holds you captive
  • What you want to know Blog or forum capability Email through the domain name Reviews by users Call tech support before you buy- response time Easy site builder system (usually proprietary) Tutorials for use (check YouTube)
  • Web Hosting Comparisons
  • iPageControl Panel
  • Step 3: How to Build it Learn HTML (Hypertext Markup Language) software language used on Internet’s World Wide Web Use website templates which can be installed on yourweb server Do a search for web site templates Templatemonster.com, DreamTemplate.com Word Press Has a site generator application that is easy to learn Weebly, Squarespace, Yola, Jigsy, Yola.
  • Building a web site using a webprofessional (developer/designer) Price varies a lot Freelance websites: elance.com, etc. Downside: Don’t write copy Need direction on ‘look’ Held hostage Updates handled when available with half hour minimum Can’t move YOUR website
  • Can I Build it? Yes. Benefits You have control Lower price See example: www.weebly.com
  • Step 4: Type of Site Promotion/information/customer support Adjunct source of sales revenue (Target) Retail operation (Amazon)
  • Step 5: Content Strategy: SEO Keywords Brainstorm Think like your customer Use as bullets, paragraph headers, page names Repeat in text as often as possible and in different ways
  • Step 5:Content What’s the call to action Answer this question. I want the person who visitsmy website to ________________ At a minimum – you want their business card Set an appointment Buy your product Every page leads them to take that action
  • Step 5: Content It is King: establishes credibility Review competitors Keep it current, fresh and relevant Straight forward, compelling and professional no technological jargon/ industry abbreviations People are busy/impatient. When on web –highly activated state – not reading…scanning.Break up long blocks of text with headings orimages Provide contact information on every page
  • Basic Business Information Should reflect as accurately as possible, what yourbusiness is all about, what you do, how you do it andwhy you are better at it How to contact you Methods of payment you take Locations and hours Answers to frequently asked questions
  • Step 6:The Look First impression of your company: Professional, Fun, Funky Depends on your target audience/brand Theme of low cost bargain or high roller (different look) Better to not have one than have one that makes yourcompany look bad Advanced graphics slows page load time Simple (too much creates anxiety) and intuitive Users prefer a standard look Eg. Car w/o steering wheel -no
  • Look of the Copy Verdana & Georgia fonts developed for web Good readability in all sizes Use bullets when possible People are scanning more than actually reading Don’t use I/we; use You Tight concise copy without wasted words Use ALL CAPS selectively Don’t underline (seems like a link)
  • Step 7: Navigation Where will the customer find the information theywant Simple Templates have norms Basics: Home page, Contact, About Us, FAQ,Testimonials Additional: testimonials, product information, pricing
  • Navigation and Site Flow Provide different information on different pages Make it easy for them to find the answers to theirquestions What is your call to action/ converting site traffic intoleads or sales Want their contact information Want them to contact you – via email or phone Want them to make a purchase
  • Home Page Introduction Most general info Keep important info above the fold Sets the look for consistency throughout Establishes navigation
  • Step 7:Test Drive How do consumers use it Sit and watch someone navigate the site What questions do users have Get lots of family and friends to give feedback It doesn’t need to be perfect to start
  • Step 8: Building site traffic How to get people to your website If you build it, they won’t just come YOU Build Your Audience promote web site address all the time and on every thing Business cards, letterhead, bags, gift cards, cash registerreceipts, signature of your emails, brochures, automatedphone messages, newsletters social media marketing: Facebook, Twitter, LinkedIn Get on listings: Yelp and free yellow pages listings Viral marketing (YouTube, emails, blogs, etc.)
  • SEO: Search Engine Optimization People find you from search engines Paid vs organic vs Google Places Page rank on search engines is important Listings order based on SE crawlers and complicatedmathematical algorithms Variety of methods increase prominence Relevance= appropriate keywords, authority=links Can hire a Search Engine Optimizer or become moreknowledgeable – www.SEOBook.com
  • Step 9: Track your traffic Are you getting people to web site Google Analytics – free Number of site visitors (unique) Where the traffic is coming from Bounce rate (time duration of site visitor on your site) Impact of promotions/ marketing efforts
  • Step 10: Making money via site Selling a product or service on-line Paypal, Google Checkout, Merchant Accounts Affiliate marketing Advertising revenue: add Google’s Adsense Ads.
  • Road Map: Ten Steps Step 1: Available domain name Step 2: Hosting site Step 3: Who will build it Step 4: Website type: information, adjunct selling, retail Step 5: Copy
  • Ten Steps Step 6: The Look Step 7: Navigation – pages Step 8: Test drive Step 9: Build traffic Step 10: Track visitorsOngoing: Revise, update and improve
  • Resource: Virtual Fundamentals Like our facebook page www.facebook.com/VirtualFundamentals iPage – affiliate marketing – call with questions Twitter: www.twitter.com/webbasics4u Blog: Virtually Connected http://www.virtuallyconnected.us/blog/ Check out pricing on web site www.VirtualFundamentals.com