Developing An Effective Website


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Presentation given by David Lawrence, Director of The Web Showroom to the Working Women's network, May 17, 2009

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  • Blurb about me – time in industry, background, types of sites Who works for themselves? Who already has a website? I want you to turn to the person closest to you. If you do not know them – introduce yourself and then tell them the three things you hope to get out of today. Ask people what they said…. Write it down if needed.
  • iPhone applications, aggregation sites
  • For each one ask for a show of hands… And more… are there other things people are wanting to do? Notepad.
  • BOM – 31 st most popular site in Aus. They know content is the star of their site and that is what they present. AFL – have forgotten why people go to their site. I love AFL but rarely if ever go to this site – it is too slow, and too cumbersome.
  • A good builder for you might be a bad builder for someone else There is more to it than price
  • Go quick on this one…
  • Time for a quick break…
  • Marketing is more important than everything. Content and content strategy is more important than design Design is important
  • Who is currently being beaten by their competitors in search?
  • Developing An Effective Website

    1. 1. Working Women’s Network Effective Online Marketing June 17, 2009 Ph: 1800 981 442
    2. 2. Effective Online Marketing <ul><li>Overview </li></ul><ul><ul><li>About me </li></ul></ul><ul><ul><li>About you </li></ul></ul><ul><li>Effective Online Marketing </li></ul><ul><ul><li>How to plan, design and build a great website (or improve the one you have) </li></ul></ul><ul><ul><li>How to optimise your web presence for results </li></ul></ul>Ph: 1800 981 442
    3. 3. The Big Picture <ul><li>Did I say big? </li></ul><ul><ul><li>Over 1 billion internet users globally </li></ul></ul><ul><ul><li>80% of Australians </li></ul></ul><ul><ul><li>1,000,000 Australian business users </li></ul></ul><ul><ul><li>60% of businesses buy online </li></ul></ul><ul><ul><li>Times are changing </li></ul></ul><ul><ul><li>It just keeps growing... </li></ul></ul>Ph: 1800 981 442
    4. 4. The Big Picture <ul><li>Huge opportunities </li></ul><ul><ul><li>Your website mission </li></ul></ul><ul><ul><ul><li>Leads </li></ul></ul></ul><ul><ul><ul><li>Online sales </li></ul></ul></ul><ul><ul><ul><li>Offline sales </li></ul></ul></ul><ul><ul><ul><li>Customer service </li></ul></ul></ul><ul><ul><ul><li>High Google rankings </li></ul></ul></ul><ul><ul><ul><li>Reputation / trust </li></ul></ul></ul><ul><ul><ul><li>Distribute information </li></ul></ul></ul><ul><ul><ul><li>And more... </li></ul></ul></ul><ul><li>The real question... </li></ul>Ph: 1800 981 442
    5. 5. Where do I start? <ul><li>In the middle? </li></ul><ul><ul><li>Web 2.0, .NET, design, colour, domain names? </li></ul></ul><ul><li>Or... at the beginning. </li></ul><ul><ul><li>Sales? Leads? Your mission. </li></ul></ul><ul><ul><li>Discipline </li></ul></ul><ul><ul><li>Simplicity </li></ul></ul><ul><ul><li>Strategy </li></ul></ul>Ph: 1800 981 442
    6. 6. Case Studies <ul><li>What is the website mission? </li></ul><ul><li>Search </li></ul><ul><li>Content </li></ul><ul><li>Right? </li></ul>Ph: 1800 981 442
    7. 7. Building your site <ul><li>An overview </li></ul><ul><ul><li>Don’t reinvent the wheel </li></ul></ul><ul><ul><li>Feature list </li></ul></ul><ul><ul><ul><li>cms, ecommerce, email marketing </li></ul></ul></ul><ul><ul><ul><li>blog, gallery, directory, search </li></ul></ul></ul><ul><ul><ul><li>contact forms, faq, secure areas etc </li></ul></ul></ul><ul><ul><li>Discipline </li></ul></ul><ul><ul><li>Your website mission statement </li></ul></ul><ul><li>Success! A Website that gets your site visitors doing what you want them to do. </li></ul>Ph: 1800 981 442
    8. 8. Building your site <ul><li>Before you start </li></ul><ul><ul><li>Good builder / bad builder </li></ul></ul><ul><ul><li>Price does not add up </li></ul></ul><ul><ul><li>Variations </li></ul></ul><ul><ul><li>Maintenance </li></ul></ul><ul><ul><li>A quick renovation </li></ul></ul><ul><li>Your part in this: </li></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Skills </li></ul></ul><ul><ul><li>Getting the word out </li></ul></ul>Ph: 1800 981 442
    9. 9. Building your site <ul><li>The flavours: </li></ul><ul><ul><li>D.I.Y. $0 - $2,000 + hosting: Frontpage, Dreamweaver, Joomla, PHP, .NET, ColdFusion </li></ul></ul><ul><ul><li>Template design/technology $0 - $500 + hosting:,,, </li></ul></ul><ul><ul><li>Custom design and shared technology $500 - $10,000 + hosting:, </li></ul></ul><ul><ul><li>Totally custom $3,000 - $100,000+:,, </li></ul></ul><ul><ul><li>Where do you want to spend your money? </li></ul></ul><ul><ul><li>Horses for courses </li></ul></ul>Ph: 1800 981 442
    10. 10. Building your site <ul><li>The Questions... </li></ul><ul><ul><li>Last ten sites </li></ul></ul><ul><ul><li>5 happy customers </li></ul></ul><ul><ul><li>Longevity </li></ul></ul><ul><ul><li>Google results? </li></ul></ul><ul><ul><li>Company size? Structure? </li></ul></ul><ul><ul><li>Who owns my website? </li></ul></ul><ul><ul><li>Ongoing costs? Changes? </li></ul></ul><ul><ul><li>Remember your website mission. </li></ul></ul>Ph: 1800 981 442
    11. 11. Website Essentials <ul><li>The Big Five </li></ul><ul><ul><li>Functionality </li></ul></ul><ul><ul><li>The Pitch </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Marketing </li></ul></ul>Ph: 1800 981 442
    12. 12. Website Essentials <ul><li>Functionality </li></ul><ul><ul><li>Agree this upfront </li></ul></ul><ul><ul><li>Wireframes / sitemap </li></ul></ul><ul><ul><li>It’s all about the users </li></ul></ul><ul><ul><li>The more it does the more it costs </li></ul></ul><ul><ul><li>You are not the first person doing this </li></ul></ul>Ph: 1800 981 442
    13. 13. Website Essentials <ul><li>The Pitch </li></ul><ul><ul><li>Lead generation forms </li></ul></ul><ul><ul><li>Contact details </li></ul></ul><ul><ul><li>Calls to action </li></ul></ul><ul><ul><li>Whitepapers / downloads </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Testimonials / case studies </li></ul></ul><ul><ul><li>Don’t be shy! </li></ul></ul>Ph: 1800 981 442
    14. 14. Website Essentials <ul><li>Design </li></ul><ul><ul><li>Keep it simple </li></ul></ul><ul><ul><li>How many colours, fonts, sizes? </li></ul></ul><ul><ul><li>Professional images </li></ul></ul><ul><ul><li>Whitespace </li></ul></ul><ul><ul><li>Structure </li></ul></ul><ul><ul><li>Hierarchy </li></ul></ul><ul><ul><li>Know your limitations </li></ul></ul>Ph: 1800 981 442
    15. 15. Website Essentials <ul><li>Content </li></ul><ul><ul><li>Content is King </li></ul></ul><ul><ul><li>You (probably) need a CMS </li></ul></ul><ul><ul><li>How to write: </li></ul></ul><ul><ul><ul><li>Short and simple </li></ul></ul></ul><ul><ul><ul><li>Personality / emotional response </li></ul></ul></ul><ul><ul><ul><li>Writing includes SEO </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul><ul><ul><ul><li>Benefits not features </li></ul></ul></ul><ul><ul><ul><li>Errors </li></ul></ul></ul><ul><ul><ul><li>Can you make it shorter? </li></ul></ul></ul><ul><ul><ul><li>Can someone else do it better? </li></ul></ul></ul>Ph: 1800 981 442
    16. 16. Website Essentials <ul><li>Website Marketing Handbook </li></ul><ul><li>Engaging site visitors </li></ul><ul><li>Optimisation </li></ul><ul><li>Getting listed </li></ul><ul><li>Pay-per-click (PPC) </li></ul><ul><li>Email marketing </li></ul><ul><li>Making your site ‘sticky’ </li></ul><ul><li>Plain old marketing </li></ul><ul><li>Industry specific marketing </li></ul><ul><li>Google Analytics </li></ul><ul><li>Website evolution </li></ul>Ph: 1800 981 442
    17. 17. Website Essentials <ul><li>Marketing </li></ul><ul><ul><li>You fail if no-one visits </li></ul></ul><ul><ul><li>Organic Search </li></ul></ul><ul><ul><ul><li>- What is organic search? </li></ul></ul></ul><ul><ul><ul><li>- SEO </li></ul></ul></ul><ul><ul><ul><li>- Site structure is crucial </li></ul></ul></ul><ul><ul><li>Pay Per Click (PPC) </li></ul></ul><ul><ul><ul><li>- What is PPC/SEM? </li></ul></ul></ul><ul><ul><li>Analytics </li></ul></ul>Ph: 1800 981 442
    18. 18. Is it that time already? <ul><li>The Big Idea... </li></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>More information </li></ul></ul>Ph: 1800 981 442
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