Craft Council Workshop

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Craft Council Workshop

  1. 3. Today’s Objective <ul><li>Understand the responsibilities of website ownership </li></ul><ul><li>Elements of a good a website </li></ul><ul><li>How to create and measure traffic to your website </li></ul><ul><li>Web development process and you role in it </li></ul><ul><li>Start and maintain your blog </li></ul>
  2. 4. MANAGING YOUR WEB SITE
  3. 5. Managing Your Web Site <ul><li>Domain Extension </li></ul><ul><li>Domain Registrar </li></ul><ul><li>Domain Registration and Renewal </li></ul><ul><li>Whois Lookup </li></ul><ul><li>Domain Record </li></ul>
  4. 6. Domain Extension .info .biz .mobi .travel .us .co.uk .ca .au .de etc. .com .net .org High level Other Country Specific
  5. 7. Whois?
  6. 9. Web Hosting Web Host Web Developer Work Station Global Users Internet
  7. 10. Web Hosting <ul><li>Ask About: </li></ul><ul><li>Response times </li></ul><ul><li>Storage space </li></ul><ul><li>Email accounts </li></ul><ul><li>Reliability </li></ul><ul><li>Compatibility </li></ul><ul><li>FTP access </li></ul><ul><li>Statistics </li></ul>
  8. 11. Legal Issues <ul><li>Copyright </li></ul><ul><li>Disclaimers and Terms of Use </li></ul><ul><li>Privacy </li></ul><ul><li>Protecting Trademarks </li></ul>
  9. 12. CREATING YOUR WEBSITE
  10. 13. What is Your Objective for Your Website? <ul><li>Build your brand </li></ul><ul><li>Service your clients </li></ul><ul><li>Provide information </li></ul><ul><li>Sell products/services </li></ul><ul><li>Gather Information </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>
  11. 14. What is a good website? ? ? ? ? ? ? ?
  12. 15. Elements of a Successful Web Site Total Online Experience DESIGN CONTENT FUNCTIONALITY NAVIGATION MEASUREMENT SEARCH ENGINE RESULTS SOCIAL & E-MARKETING
  13. 24. Elements of a Successful Web Site Total Online Experience DESIGN CONTENT FUNCTIONALITY NAVIGATION MEASUREMENT SEARCH ENGINE RESULTS SOCIAL & E-MARKETING
  14. 25. Design One First Impression
  15. 26. Where the Eyes Go First Jacob Nielsen Study
  16. 27. Design Levels
  17. 28. Design Levels Colour
  18. 29. Design Levels Colour Font
  19. 35. Design Levels Colour Font Images
  20. 36. Design Levels Colour Font Images Screen Resolution
  21. 37. Fonts <ul><li>VERDANA (12 pt Bold) The quick, brown fox  (12 pt) The quick, brown fox  (10pt) The quick, brown fox  (8pt)   </li></ul><ul><li>ARIAL (12 pt Bold) The quick, brown fox  (12 pt) The quick, brown fox (10pt) The quick, brown fox  (8pt)   </li></ul><ul><li>COMIC SANS (12 pt Bold) The quick, brown fox  (12 pt) The quick, brown fox  (10 pt) The quick, brown fox  (8 pt)   </li></ul>
  22. 38. Fonts
  23. 39. Navigation Main Secondary Bread Crumbs Footer Site Map Site Search Internal Links
  24. 40. Navigation
  25. 41. Navigation
  26. 42. Main Drop Down Secondary Site Search Hot (Internal) Links
  27. 43. <ul><li>Put yourself in the reader’s position </li></ul><ul><li>Use the right keywords </li></ul><ul><li>Write meaningful headlines </li></ul><ul><li>Write as if it is a teaser (short) </li></ul><ul><li>Use the appropriate presentation method </li></ul><ul><li>Help readers read down the page </li></ul>Content is King
  28. 44. <ul><li>Create space on the screen </li></ul><ul><li>Say it as simply as possible </li></ul><ul><li>Layer it </li></ul><ul><li>Watch out for typing errors </li></ul><ul><li>A picture speaks more than a 1,000 words </li></ul>Content is King
  29. 45. Localization Translation Adaptation Design / Colour Special Landing Pages Jewellery ? Jewelry ?
  30. 46. Landing Pages
  31. 47. Functionality
  32. 48. Web Development Process <ul><li>1. Discovery </li></ul>2. Content 3. Navigation 4. Design 5. Programming 6. Testing 7. Marketing 8. Maintenance
  33. 49. Measurement <ul><li>Visits </li></ul><ul><li>Unique visitors </li></ul><ul><li>Page views </li></ul><ul><li>URLs viewed </li></ul><ul><li>Referrers </li></ul><ul><li>Search Engines </li></ul><ul><li>Conversion Rate </li></ul>
  34. 50. Google Analytics
  35. 51. ONLINE MARKETING
  36. 52. Inbound and Outbound Marketing Search Engine Traffic Direct Traffic Advertising Online Advertising Viral E-News Blogging Social Media
  37. 53. Search Engine Marketing Search Engine Optimization (SE0) Pay- per- Click (PPC) Directory Listings Link Building Search Engine Optimization Content
  38. 54. SEM: Do the Basics First <ul><li>Submit your Site </li></ul>
  39. 55. SEM: Do the Basics First <ul><li>Establish Keywords </li></ul>
  40. 56. Google Keyword Tool
  41. 57. Structure of a Web Page Title Navigation Body Text Containing Units of Information Images Alt Tags Call to Action Meta Content Body of Page Description Key Words (Meta Tags)
  42. 58. Natural (Organic) Listings PAGE TITLE PAGE DESCRIPTION
  43. 59. SEO for Natural Listings <ul><li>Think like a Search Engine </li></ul><ul><li>Follow the Right Steps </li></ul><ul><li>Storyboard each Page </li></ul>
  44. 60. SEO Planning: Storyboard
  45. 61. Search Engine Marketing (SEM) Search Engine Optimization (SE0) Pay- per- Click (PPC) Directory Listings Link Building Search Engine Optimization Content
  46. 62. Pay-per-Click Search Engine Marketing
  47. 63. PPC: The Long Tail <ul><li>Buying keywords that are less popular but have a higher chance of converting to actual business / sales. </li></ul>
  48. 64. Well Searched Craft Phrases on Google <ul><li>Christmas Crafts </li></ul><ul><li>Furniture arts and crafts </li></ul><ul><li>Crafts store </li></ul><ul><li>Art crafts </li></ul><ul><li>Homemade crafts </li></ul><ul><li>Native crafts </li></ul><ul><li>Culture arts </li></ul>
  49. 65. Pay-per-Click SEM <ul><li>Google AdWords </li></ul>
  50. 66. Pay-per-Click SEM Google AdSense
  51. 67. Link Building <ul><li>Many search engines use this as #1 ranking factor </li></ul><ul><li>Quality of link is important </li></ul><ul><li>Use internal links </li></ul><ul><li>Avoid Link Farms </li></ul>
  52. 68. Blogs
  53. 69. Free Blog Sites Blogger.com Wordpress.com Typepad.com Livejournal.com
  54. 70. Set up Gmail Account
  55. 71. Blogger.com
  56. 72. RESOURCES
  57. 77. <ul><li>   </li></ul>
  58. 80. Growing Your Business Online Websites and Blogs Digital Daisy Inc. [email_address] (709)753-3652

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