Distribute cards. Make sure sign up sheet is circulating.
We’re going to talk about making your website do all it can for you.We’ll look at some examples.We’ll review some of your websites.
In the ancient lands of Burma, Siam, Sri Lanka, and the Mughol empire of India, a white elephant was a rare and venerated beast.Prized for its pale complexion, housed in regal comfort, attended by a corps of handlers, fed the finest foods. (CLICK)It was a sign of high station to own one.But they ate a lot, took up a lot of room, made a lot of elephant poop.And didn’t do a bit of work.(CLICK)
So that’s how a white elephant came to be an unwanted gift.It’s lost its sense of something rare and valuable.
SBDC Website Optimization
Harnessing the White ElephantMake Your Website Pull Its WeightAugust 20, 2009<br />
Let’s Get Acquainted<br /><ul><li>Ed Tankersley
Smarter websites and online marketing</li></ul>20+ years advertising and marketing<br />Interactive director<br />Creative director<br />Writer<br />Led the design and development of more than 50 websites<br />
Now Tell Me About You <br />How many B2B businesses?<br />How many B2C businesses?<br />Other?<br />Business size?<br />Already have a website?<br />Is it doing all it can for you?<br />
Harnessing the White Elephant<br />Today’s agenda<br />
Feeding the White Elephant<br />White elephants<br />Eat a lot <br />Require a lot of attention<br />Don't do a bit of work (unlike their ordinary gray cousins, who bust their elephant butts)<br />
User Experience / Usability<br />Make your website work for the people who actually use it<br />
User Experience / Usability<br />Eight Trails’ first rule of website success:<br />Figure out what your site visitors want, then give it to them<br />
User Experience / Usability<br />Who are your website’s most important users? <br />What do they want? (Ask them!) <br />Surveys<br />Interviews<br />Ask front-line employees (cashiers, customer service, tech support, sales)<br />Testing – Watch actual customers use your website<br />
User Experience / Usability<br />Important stuff ﬁrst - Make your website an FAQ <br />Every page should quickly answer three questions: <br />What is this website about? <br />What can I do here? <br />What should I do next?<br />
Content<br />Is it the content that your users want?<br />Is it fresh?<br />A blog is a great way to regularly provide fresh, relevant content<br />
Site Structure and Navigation<br />Organize your site to address your customers’ needs<br />Think in terms of the questions your customers have<br />Jakob’s Law – Put things where your customers expect them to be<br />
…and one more that you have to see to believe:<br />Web Mountain Bike<br />
Findability<br />Don’t build your site in Flash!<br />What Not to Do: Einstein Bros.<br />
Engagement<br />Find ways to begin a conversation with your customer<br />Provide something of value in return for an email address<br />Research data<br />How to guide – Pilot Journey<br />Planning tool – Dr. Weil<br />Free trial – GoToMeeting<br />
Engagement - Blogs <br />You’re already talking about your business. Invite your customers into the conversation.<br />Your customers are already talking about your business. Join in.<br />Participate regularly - answer comments <br />Join in other conversations, too<br />
Measurement<br />“If you can’t measure it, you can’t manage it.” – Peter Drucker<br />Set up Google Analytics on your site<br />Set up conversion goals<br />Start measuring important things<br />Views of key engagement pages<br />Downloads and form completions<br />Referring sites<br />Search terms<br />