1. LATERA SURFACES
Website Design Proposal
Prepared for: Latera Surfaces
Prepared by: Scott Shoultz & Charles Shoultz
Date: April 27, 2015

2. Mission
• Redesign and enhance the appeal of LATERA SURFACES’ website in accordance with current
design tastes, to increase sales and take advantage of Google AdWords.
Project Goals
• Create a new design with a new aesthetic for LATERA SURFACES’ website
• Employ current standards of design language and art to generate more interest in LATERA
SURFACES
• Integrate the Google Marketing Ecosystem (AdWords) into LATERA SURFACES’ marketing
platform to increase traffic
• Identify and convey basic metrics in Google Analytics to be constructive to LATERA
SURFACES
What is the Google Marketing Ecosystem?
• The Google marketing ecosystem consists of several advertising platforms and analysis tools.
• The basis of this the ecosystem is Ad Words and Analytics, however there are many layers and
interacting tools including Webmasters, Maps/Paces, Google +, Ad Sense and a few more.
• Ad Words allows advertisers to display their advertisements in the Google content network,
through either a cost-per-click or cost-per-view scheme. Yes, a firm has to pay Google for their
Ad Copy to be displayed on a consumer’s Google search. This can contrasted with ‘organic’
search, (a.k.a. free search) which is the display of similar Ad Copy on a consumer’s Google
search, that the firm does not have to pay for. The occurrence and frequency of ‘organic ‘search
results depends on many variables, the primary determinant being Page Rank (for more
information, see http://en.wikipedia.org/wiki/PageRank ).
• Analytics allows website owners to track where and how people use their website, for example
by examining click rates for all the links on a page.
• For an introduction, view these videos:
• http://www.youtube.com/watch?
v=05we2g3Edgs&list=PL9piTIvKJnJPxoB41OxSqRPHqspn-b3wY
• http://www.youtube.com/watch?v=27a1A-0gT5E
• http://www.youtube.com/watch?v=j_21x_djAR0
• http://www.youtube.com/watch?v=ZutTiNVYvGU (español)
• http://www.youtube.com/user/learnwithgoogle

3. Our Opinion
• LATERA SURFACES’ website design is pleasing enough, but it lacks a certain visual focus and
intensity that has kept the company from capitalizing on its clear advantages in the
countertop/surfaces marketplace. We need to reorganize the design in a way that clearly
communicates the company’s excellent products and also takes advantage of digital marketing
to enhance both their regional and their national profile. Google AdWords can be used to
increase their presence online.