2. About the Company:
● Founded by Ross Marino to help financial advisors and RIAs build
better practices by leveraging the resources of providers.
● The company offers total event outsourcing for financial service
providers.
● Rekon brings the conferences to the advisors, rather than the advisors
having to come to them.
● It is located in Wilmington, NC.
● Objective: Information about the company, to gain sponsors for events,
for advisors to find events
3. Findability & SE Appearance
Objective Phrases:
- Financial Advising Events
- Events for Financial Advisors
- Best Events for Advisors
- Help to grow financial advising business
Wilmington, NC must be in the search for the
company to be found… however no events are
held in Wilmington.
4. Usability Issues
1) Website design does not reflect
current company
2) Lack of clarity on company
objective
3) Confusing calendar
4) Unnecessary, duplicate links
5) No drop down menus/need for
easier navigation
5. Uncommon KPs
KPs must be very specific in
order to find Rekon Event
Management
KPs
Findability Specific Issues
Unrelated URL
URL does not clarify the
business’s services, and is
no longer the company
name
URL
Outdated Alt Tags
Tags describe old logo and
other old media/images
Alt
Tags
6. Website Design
Website design, logo,
colors, etc. do not reflect the
company
Design
Usability Specific Issues
No Drop-Down Menus
Drop-down menus
necessary for easy/clear
navigation are missing
Menus
Confusing Calendar
Calendar between years is
not the same, it is confusing
and difficult to navigate
Calendar
7. Recommendations
Include more KPs involving financial event managementKPs
URL
Alt Tags
Design
Menus
Calendar
Update URL to www.rekoneventmanagement.com
Update Alt Tags with new logo, colors, media, etc.
Update the site with information to clarify company objective
Add a drop down menu for easier navigation
Create a more user friendly calendar
8. What: Include more relevant KPs
Why: It will increase findability of the website in online searches.
How: Include good KPs in page titles, meta description, headers, subheader, body
paragraphs, and image alt tags.
Examples: financial event management, financial advisor events, etc.
Include more KPs involving financial event managementKPs
9. Time Recommendation: <1 day
1) Login to Wordpress.
2) Using the simple text editor, edit the content of the web pages throughout the
site will relevant keywords and phrases.
3) Be sure to update the pages after editing them.
Include more KPs involving financial event managementKPs
10. What: Change URL and domain name
Why: Current URL and domain name doesn’t describe business. Changing the
URL has the potential to increase the findability of Rekon.
How: In Wordpress, you can change it manually in the wp-config.php file. If you do
not want to do it manually, you can change it via FTP.
URL Update URL to www.rekoneventmanagement.com
11. Time Recommendation: <1 day
Ftp Method:
1) FTP to the site and copy the site’s active theme functions.
2) Add the 2 lines below to the file.
● Replace the URL with your desired URL.
3) Upload the file back onto your site.
URL Update URL to www.rekoneventmanagement.com
12. What: Change media and use descriptive alt tags
Why: It will increase findability.
How: Remove current media/image alt tags and change the image names. It is a
very simple, quick process.
Alt Tags Update Alt Tags with new logo, colors, media, etc.
13. Time Recommendation: <1 day
Remove Image Name:
1) Go to admin page.
2) Click on image, and click edit
settings.
3) In edit settings, click remove Title,
Alternative Title, and URL.
4) Update the page.
Alt Tags Update Alt Tags with new logo, colors, media, etc.
Change the Image Name:
1) On image, click edit settings.
2) In the Title box, type a title for
your image.
3) Click update and close editing
settings.
4) Update the entire page.
14. What: Update website to better reflect the business
Why: It will increase the findability and usability of the website.
How: Include the new logo and colors of Rekon Event Management. You can
initiate this change by using an online editing tool provided by your host, purchase
website editing software, or have someone code in the new features through the
editing portal you currently use.
Design Update the site with information to clarify company objective
15. Time Recommendation: 2-5 days
1) If new software is chosen to update the site, time will need to be utilized to
learn the software. This time commitment depends on the individual’s
retention rate of learning. Otherwise, Wordpress makes updating a website
very easy.
2) Gather information you want to include in the website. (1-2 days)
3) Code updates into the website source. (1-3 days)
4) Maintain website and keep up-to-date from that point on. (business lifespan)
Design Update the site with information to clarify company objective
16. What: Include drop down menus
Why: Navigating the website will be much easier. It will also give the website a
very clean, streamlined appearance.
How: Using Wordpress, using a custom menu would be the easiest way to add
drop down menus.
Menus Add a drop down menu for easier navigation
17. Time Recommendation: 1-2 days
1) Click on custom menus. Click on the + symbol and name the menu.
2) Adding items to menu: Click screen options. Choose items to show on the
screen.
3) Adding custom links: Click custom link. Give it a name and URL to direct the
user. This will tell the system which page to go to.
4) You can arrange the menu items in any order you like in the Menus tab.
Menus Add a drop down menu for easier navigation
18. What: Create a calendar that makes it easy for advisors to find events by location
or date, is easy to follow, and is visually pleasing.
Why: The calendar is one of the main reasons that people come to the Rekon site,
to see when our events are.
How: Since events are hosted through CVENT, use a customized CVENT widget
and insert the HTML into Wordpress. Delete out “Calendar 2015” and instead add
a list of cities and past events somewhere else without links to the broken web
pages.
Calendar Create a more user friendly calendar
19. Time Recommendation: 4-7 hours
● Create a new CVENT widget (1-2 hours)
● Place new HTML code into website (<10min)
● Deleting out calendar and creating new list (3-5 hours)
Calendar Create a more user friendly calendar
20. Conclusion
By completing each of these tasks, the Rekon website will:
● Be easily findable on search engines
● Be visually attractive and easily usable
● Give potential attendees and sponsors a better view of the company
