Live Website Optimization Webinar


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Does your website turn visitors into leads, or does it turn them away? Your website can be the best tool you have to help your organization bring in leads and close new business, but only if it is optimized effectively.

This web seminar covers:
• Marqui's approach to website optimization
• Live expert optimization of 3 selected attendees’ websites including: analysis of the websites’ usability, search engine visibility and calls-to-action

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Live Website Optimization Webinar

  1. 1. Live Website Optimization Webinar Wednesday April 14th, 2010 4/14/2010 1
  2. 2. Go-To-Webinar Controls • Click the button with the arrows to minimize your GoToWebinar controls • Type your questions for us into the box at the bottom and press Send 4/14/2010 2
  3. 3. Agenda • Marqui’s Approach to Website Optimization • Live Reviews • Conclusions • Q&A 4/14/2010 3
  4. 4. Marqui’s Approach to Website Optimization SEO, Keywords, Social Media, RSS, Attract & Engage Fresh Content, Blog Landing Pages, A/B Split Tests, Form Capture Builder, Secure Sections, Marketing Database, Google Website Optimizer Nurture Qualified New Customer 4/14/2010 4
  5. 5. Website optimization process 1. Have clear, measurable objectives for your site 2. Understand your audience and their needs 3. Consider design and usability 4. Cover the on-page SEO basics 5. Create reasons to return / engage 6. Keep the site evolving and content fresh 7. Measure and improve 4/14/2010 5
  6. 6. Live Assessment One Company: Layfield Group URL: Site Objectives: • To Promote and provide information for their main product line of geosynthetics, industrial fabrics, and polyethylene film for construction. • Provides quote requests on specific products Customers: • Contractors & Builders • Distributor & Retailers • Owners & End Users 4/14/2010 6
  7. 7. Homepage Links and Dynamic Content No dynamic content 4/14/2010 7
  8. 8. Hidden Calls-to-Action Logo should link to homepage Navigation Level Hidden calls-to- action 4/14/2010 8
  9. 9. Live Assessment Two Organization: Alfred State College URL: Site Objectives: • To Promote Alfred State College as a public, coeducational, two- and four year, nonsectarian college of approximately 3,300 undergraduates. • To Recruit new students and alumni while engaging current students and staff Visitors: • Prospective students • Current students • Alumni • Faculty and staff 4/14/2010 9
  10. 10. Information Architecture Search analytics Good use of RSS feeds 4/14/2010 10
  11. 11. Breadcrumb Navigation and Title Tags 4/14/2010 11
  12. 12. Title Tags, Meta Tags and Google Search <meta description = “”> 4/14/2010 12
  13. 13. Live Assessment Three Organization: O-Two Medical Technologies URL: Site Objectives: - To promote O-Two as a world leader in the development of emergency respiratory care devices - To encourage online purchases of their product line through an ecommerce model Customers: - Emergency Medical Services - Hospitals 4/14/2010 13
  14. 14. Navigation Usability Text or alt tags Non-clickable navigation Javascript 4/14/2010 14
  15. 15. Typography and Formatting Typography and left formatting 4/14/2010 15
  16. 16. Live Assessment Four Organization: BridgeWave Communications URL: Site Objectives: • To capture leads and promote sales of BridgeWave’s line of wireless solutions Customers: • BridgeWave delivers highly-reliable, cost-effective gigabit wireless solutions for enterprise, service provider, and government metro Ethernet networks, including municipal and military applications 4/14/2010 16
  17. 17. Keyword Relevance RSS and social media/dynamic content Soft call-to-action 4/14/2010 17
  18. 18. Optimized Calls-to-Action and Forms Unnecessary form fields 4/14/2010 18
  19. 19. Form Testing A/B split test 4/14/2010 19
  20. 20. Conclusions • Proper Title and Meta Tags are a key element for getting found by search engines • Both soft AND hard calls-to-action are important for lead generation and should be located on each page • Dynamic, Keyword-rich content is essential to get both search engines and visitors to return to your site • Navigation Usability and Information Architecture are essential for an optimized user experience • Form testing is an important way to optimize your website conversions • Remember your visitors use multiple channels to consume information. Are you utilizing all the available channels to engage with your customers? 4/14/2010 20
  21. 21. Questions? Richard Sharp, VP Marketing 604.484.8543 Jeff Hall, Marketing Consultant 604.484.8531 Feedback or questions? Connect directly or via Twitter @Marqui_CMS and @richardmsharp 4/14/2010 21