Winning Websites 2013

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Is your website a good business partner, lead generator, candidate catcher and brand builder? Is it an active, adaptive and influential participant in your business? With 2013 upon us, these are essential questions business leaders must ask and answer. From mobile-friendly and responsive designs to SEO strategy and killer content, websites today can do more than ever to grow your business, expand your brand and attract top talent.

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Winning Websites 2013

  1. 1. A WINNING Website in 2013 Mobile, Social & Ranked Presented by: •Michelle Krier, VP Marketing & Digital Services •Lisa Scanlan, Marketing Directorwww.clearedgemarketing.com
  2. 2. Your Presenters Michelle Krier Lisa Scanlan • VP, Marketing & Digital Services • Marketing Director • Designs and executes web, mobile and • Leverages SEO & SEM expertise to support social media marketing efforts the integration of SEO strategy into the • Pioneer in combining social media with web development process traditional recruiting for an industry- • Developed and launched innovative local leading RPO firm SEO programs leveraging Facebook for • President, AMA-Milwaukee; co-chair, F500 staffing firm Social Media SIG
  3. 3. Q&A on Twitter• We want to hear from you during this Webinar and after:  Send us a tweet with the following in front of the message: ‘@clearedgemktg’  It will show up on our Twitter profile, open for the public to view  We will reply during the Webinar or after• Follow us at twitter.com/clearedgemktg 3
  4. 4. Today’s Agenda• What Makes a Good Website Today?• Smart Design: What You Need to Know Today• SEO: Covering the Basics• Social Media: It’s Role in Your Web Presence• Content: How Important Is It?• Q&A 4
  5. 5. What Makes a Good Website Today? Great, Adaptable Design Strategic SEO + Not only how it looks but how it performs for + Ensuring the website can be found through users across a wide range of devices: the search engines key audience use to find computers, tablets, phones, smart TVs, etc. information, products/services, jobs, etc. Smart Social Media Valuable, Fresh Content + Promotion of your company’s social + Providing thought leadership content via a presence through social media icons and multitude of vehicles – videos, whitepapers, linking to your profiles plus integration of case studies, news releases, social media. Twitter feeds. 5
  6. 6. SMART DESIGN: WHAT YOU NEED TO KNOW TODAY 6
  7. 7. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???….Poll Question #1 ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???….Do you know what responsive web design (RWD) is? ???...???..???…. ???...???..???…. ???...???..???….A) Yes ???...???..???…. ???...???..???….B) No ???...???..???…. ???...???..???…. ??...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. 7 ???...???..???…. ???...???..???….
  8. 8. Responsive Design: What Is It?• A way to address all the devices and platforms on which people could view your site 8
  9. 9. How It LooksExamples from Six Revisions article “25 Beautiful Responsive Web Design Examples for Inspiration,” Sept 2012 : http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/ 9
  10. 10. How It LooksExamples from Six Revisions article “25 Beautiful Responsive Web Design Examples for Inspiration,” Sept 2012 : http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/ 10
  11. 11. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???….Poll Question #2 ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???….How old is responsive design? ???...???..???…. ???...???..???…. ???...???..???…. A. 1 year old ???...???..???…. ???...???..???…. B. 2 years old ???...???..???…. C. 5 years old ???...???..???…. ???...???..???…. D. 10 years old ???...???..???…. E. 20 years old ??...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. 11 ???...???..???…. ???...???..???….
  12. 12. How Is RWD Different? • Traditional Web Site Design  Designer/developer must create numerous lines of code on the backend of your website to make sure they render appropriately on various devices  Advantage: o User experience and expectations are consistent across devices  Challenges: o With the number and type of screen sizes and resolutions is widening every day, it is not practical or cost effective to create a different version of a website for each individual device 12
  13. 13. How Is RWD Different?• Mobile Web Design  A site designed separately with a specific mobile tool (phones, iPad, etc.) in mind  Advantage: o Designed specifically for mobile devices and its use  Challenge: o Only works for targeted mobile medium and offers limited navigation and no images o Users’ experiences are not consistent with the full website 13
  14. 14. How Is RWD Different?• RWD  Design technique that ensures browsers adjust based on each unique mobile device  Advantages: o Easy reading o Minimal resizing, panning or scrolling across a wide range of devices  Challenges: o Takes longer to build, increasing costs o Users experience is not consistent with the full website Graphic Examples from August 2012 Tree House Blog: 14 http://blog.teamtreehouse.com/beginners-guide-to- responsive-web-design
  15. 15. How Is RWD Different?• Uses fluid grids versus a fixed grid for design layout• Elements in the layout will resize their widths in relation to one another• CSS styles can be applied by user 15
  16. 16. What’s the Smart Design Choice for Your Business 1 2 Traditional? Mobile? 3 4 Mobile + Traditional? RWD? 16
  17. 17. What You Need to Know• What are your goals for your site?  Lead generation Who’s visiting? How are they  Education viewing your  Recruiting site?  Creating mobile accessibility• Who is your audience?  Age  Professions  Geography What are they What devices?• With what devices do they view your site? accessing?• What do they want from your site?  Job information  Intellectual capital  Service/product data 17
  18. 18. Know Your Visitors• Examples of Free Analytics  Google Analytics (google.com/analytics)  Yahoo Web Analytics (web.analytics.yahoo.com)  4Q by iPerceptions (4qsurvey.com)  Twitalyzer (twitalyzer.com)  Google Website Optimizer• Examples of Fee-based Analytics  Crazy Egg (crazyegg.com)  Optimizely (optimizely.com)  Kissinsights from Kiss Metrics (kissinsights.com)  ClickTale (clicktale.com)Analytic Tools insights from Inc.com article “11 Best Web Analytics Tools,” December 2010:http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html 18
  19. 19. Key Factors in Your Choice• Your Business Needs• Your Visitors• The Devices Used• Time & Cost to Develop 19
  20. 20. SEO: COVERING THE BASICS 20
  21. 21. What Is SEO?• SEO = Search Engine Optimization  The art and science of getting online content (website, videos, blogs, etc.) traffic from listings on search engines• What Are the Benefits of Strong SEO?  More visitors  Higher rankings  Increased engagement (downloads, purchases, comments, likes, etc.)• What Are the Challenges SEO?  Rules are always changing  Requires expertise – hard to do without a skilled partner, unless it’s your business 21
  22. 22. How Does SEO Work?• SEO: Logic, reason and communicating with robot “spiders”  Google “Spiders” crawl the internet…like a web  Mission: to categorize websites and judge their relevance and authority of content First they look at your URL/Domain – Do they know when someone searches for Eli Stutsman, that this site should be served as a result. But, they don’t know what you do unless you have a modifier in your domain – like EliStutsmanAppellateLaw.com Then your home page “meta-data” so your “page title” (what shows up in the tab of the browser) and Meta-Description (what shows up on the Google search results page) need to be keyword rich. For example: • Your Page Title Should be: Eli Stutsman Appellate Attorney Portland, Oregon • Your meta-description should be: Eli Stutsman | Portland Oregon Lawyer | Appellate law | Federal Appeals | Healthcare Attorney | 621 SW Morrison | Portland, OR 97205 | 503-274-4048 22
  23. 23. How Does SEO Work? • Next Step: Search engines look at main categories of content and the titles of the sections of your content  If you use terms that aren’t frequently used by internet users, you don’t get ranked.  For example: These terms below don’t get enough searches on a monthly basis to even warrant notice from Google. Using them to label your content will guarantee you don’t achieve search engine visibility. 23
  24. 24. How Does SEO Work?• What Happens when You Target Terms with Notable Search Volume?  Spiders compare your content to the websites the search engine deems relevant and authoritative about that topic.  Example: “Court Admissions” provides attorney resource links – not links to appeals lawyers 24
  25. 25. How Does SEO Work? 25
  26. 26. How Does SEO Work?• Search engine robots also analyze:  How old the site is  How many pages there are on the site  How often new content is published on the site  How many visitors there are to the site (and the consistency of those visitor numbers)  How many inbound links there are from “authoritative” third party sites 26
  27. 27. Components of a Successful SEO Strategy The Foundation Ongoing Maintenance  Keyword/Phrase Strategy  Content Marketing o Positioning yourself to capture search traffic o Frequent posts and new pages  Business Strategy Support Focus o Keyword rich o Executive Search  Inbound Marketing o IT Recruiting o Inbound links  Site Architecture/Page Naming Strategy o Traffic driving campaigns  Content Development o Social media o Keyword density o PPC o Meta data Website Age and Depth of Content 27
  28. 28. SOCIAL MEDIA: IT’S ROLE IN YOUR WEB PRESENCE 28
  29. 29. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???….Poll Question #3 ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???….Which social media site does your business use most? ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. A B C ???...???..???…. ??...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. 29 ???...???..???…. ???...???..???….
  30. 30. Social Media Defined • Social media is media for social interaction, using highly accessible and scalable communication techniques • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source: Wikipedia 30
  31. 31. Social Media Best Practices Treat Social Media Like a Lead Generation Tool + Identify, listen to and engage prospects (clients and talent) Boost SEO and Search Rankings + Without strong SM tools and presence it will be hard to hold high SEO rankings and build traffic Target, Target, Target + Use social media sites and advertising tools to narrowly focus on key audiences and improve sales, recruiting and marketing spend Find New Customers, Maintain Old Ones + Create social sites and content that will attract potential customers and keep existing ones engaged and loyal
  32. 32. Social Media & Your Web Site • Learn which social media sites are most important to your visitors • How and why are they using them?  To find jobs?  To find talent?  To find services?  To gain knowledge?  To network • Integrate them into your design
  33. 33. Tips for Integrating Social Media with Your Website • Prominently feature social media buttons • Showcase social media forums where your business is active  Twitter feeds?  Facebook posts? • Use Share buttons  Make it easy for your visitors to share content with others • Analyze  Use analytical tools (like Google Analytics) to identify where social media is working and where it’s not
  34. 34. CONTENT: HOW IMPORTANT IS IT? 34
  35. 35. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???….Poll Question #4 ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???….How fresh is your web content? ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. A. Very – It updates daily with blogs and social media ???...???..???…. B. Somewhat – We update it weekly or biweekly ???...???..???…. ???...???..???…. C. Not very – We update it once a month or less ???...???..???…. ???...???..???…. D. It’s not – Our content is basically static until we rebuild it ??...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. ???...???..???…. 35 ???...???..???…. ???...???..???….
  36. 36. Common Website Content Challenges• NOT ENOUGH content  Content is not fresh enough to keep people coming back ­ “92% of blog users who posted multiple times a day acquired a customer through their blog. That figure falls to 66% for those who blogged monthly and 43% for those who posted less than monthly.” (Source: Hubspot: Online Marketing Opportunity Report)• Not USEFUL OR INTERESTING to visitors  Content that is only about the business and its happenings will bore visitors  Content must speak to their interests  Content must inform or entertain 36
  37. 37. Common Website Content Challenges• Lack of ORIGINALITY  Too much taken from other sources without providing original content  Linking away sends visitors…away• CARELESSNESS  Private message goes public (social media faux pas)  Insensitive or offensive content 37
  38. 38. Ways to Improve Website Content• EXPAND who is contributing and define their audiences  SMEs  Executives  PR/communication staff• POST HIGH-VALUE content consistently  Use a schedule• VARY content  Video, blogs, graphics, photos, articles, links, podcasts, etc. 38• to
  39. 39. Ways to Improve Website Content• Have a GATEKEEPER  Nothing should go out unvetted• TRACK responses  Leverage data and analytics to understand what content gets good response• Focus on SEO  Use SEO best practices to improve how prospects find you online 39
  40. 40. It’s Your Turn…Questions? Comments? 40
  41. 41. Contact Us Anytime Michelle Krier, VP Marketing Lisa Scanlan, Marketing and Digital Services Director Tel: 414.617.3103 Tel: 561.477.9076 E-mail: mkrier@clearedgemarketing.com E-mail: lscanlan@clearedgemarketing.comm Twitter: @michellekrier Twitter: @lisa_scanlan www.twitter.com/clearedgemktg www.twitter.com/clearedgemktg 41

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