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How to make your website SHINE

Designated Editor presentation at Spark and Hustle conference on May 13, 2011. on how to make your website stand out in the World Wide Web.

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Designated Editor Speaking Series,[object Object],make,[object Object],^,[object Object],How to your,[object Object],website shine,[object Object],Suzanne McDonald  |  Content Strategist,[object Object],#SparkandHustle    |    @Sue_DesigEditor,[object Object]
How to make your website SHINE
How to make your website SHINE
suzanne’s experience,[object Object],6 years,[object Object],Page 1,[object Object],Masters in Journalism ,[object Object],& Mass Communications,[object Object],BA in Journalism,[object Object]
How to make your website SHINE
Communications hasn’t changed,[object Object]

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How to make your website SHINE

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Editor's Notes

  1. Where was Tory 7 years ago??!! Really honored to be here: It’s a milestone for me to share my insights w you, marks the past: newspaper lifecurrent: look at words, meaning & engagementFuture: security from volatile newsp worldHow do you make your website glow? Mistake to focus on design only: can easily recognize a pretty picture
  2. Looking back, name of boat is of former bossGet to Newport, decline of newspapers
  3. This is more like it, though. A little snapshot of the future,helps to remind yourself why you’re working so hard, right?OK, let’s get back to earth
  4. 15 years in newspapers, Master’s in Jour McommKey point site always a work in progressWebsites sophisticated, 3-5 seconds to engage, Not just about a pretty picture anymore
  5. Let’s get serious about your website.Partners reluctant? Kids your attention?Overwhelmed by job or business?Easily and quickly get your website up to snuff. Key data point that will drive business decisions.Free or low-cost tools.
  6. 2,000 years ago Fundamentals of communicationsHow do you know who to address on your website? Today is the day you can stop guessingMaster’s degree
  7. Time in the day run life & biz – or launching bizBiggest website challenges? Time, money, spouses, unknown target audiences, budgets? Lack of tools?Mindset = mistakes made web evolution
  8. Is the cost of a website going up or down? Site from scratch, so many tools available, key data points to give feedbackStop guessing
  9. Key biz dec, / missing the boatHow many have a website? Are you happy with your website? Is money an obstacle to to making your website better? Time? Where to start?
  10. Cover Tools make your website glow & pitfalls Design, audience, engagement, analysis: rinse & repeat, make site glow
  11. What year did you get on the web? This Amazon site is circa 1995, that’s 16 years ago!
  12. Being outdated, what else could be improved?Clear desired outcomeRemove obstructions More than ABOUT US, get & give information
  13. What’s the purpose here? Ppl to discover something, pricing, information, gift ideaClearcall to action: newsletter signup, download
  14. Stay out of the way: info-based economyFlaw: Ignoring low-cost tools and techniques – can’t say you didn’t knowWatch for: Clutter, what to do (call to action) & falling in love
  15. Set up a site, get a logo, PVD WP meetup
  16. Now that we have a great-looking site at reasonable costAnswer these= effective site.What information do you need to get you closer to understanding your audience?
  17. Really nice site, Webby award.Why selected? Navigation. Influencer very different concerns
  18. Note the background image: having fun
  19. Graduation = empty nest. Is your site echoing what how you make ppl’s lives better?
  20. Map overlay, keywords, where they’re coming from
  21. LinkedIn Answers: not just phishing for clients, engaging with
  22. Justask: survey monkey – great for B2B
  23. Facebookpoll - great for B2C
  24. Speak to specificpplFlaw = not doing targeting, not trying to understand moremarketing speakdiscrete noun (take customers = Moms etc), aim to broad: no one sees herself as a customer
  25. Now that have a great low-cost site & sense your audience. Engageto help resonate w audienceWhere do you engage with your customers and prospects?Secret: Social media but email still more ROI, Mailchimp free account
  26. E-commerce? Online shopping? Credibility & reason to trust: An opportunity to get to know you: Media outlets add credibility,Call out for savings: VA save $120on cellphone bill
  27. Connections: NIM, use Twitter to engage, test your audience
  28. Commentary & listeningInfo-based economy, today’s society wants to know getting
  29. Landing page: so fun, let your creativity some out but w/in confines
  30. Refine your audience furtherCritical flaw = not making time to really careHazards = don’t know how powerful, not creating cohesive ID from web to social, not adapting
  31. Hootsuite: post to multiple accounts, see who connecting w/Bit.ly: How many clicks are you getting? How make your engagement betterSocial mention & radian track your success, see how stack up
  32. Fine-tune your site & audience targeting & engagement by testing & failing for better ROICompetitors, criticism=gift, creativity time, ask customers feedback
  33. What could this site do better? Talking head, no, no noNowhere to go?
  34. Bit.ly see what works: Spike was asking social friends to mention my linkGardenGrants – customize, see a real phrase & curiousity
  35. Holding you back? Throwing away to start new
  36. Check your fearMost critical flaw: not asking questions & not caring about answersPowerof it, listen & learn | Set & forget
  37. Usability: Feedback army & 5 second test: low-cost tools testing call to action
  38. Design, audience, engagement, analysis: rinse repeat for refinement, not just guessing
  39. WEB 2.0 navigate biz decisions
  40. Now go make your website glow: Find and engage wppl who need you. More info on DE.com whitepapers to download, Happy to answer questions & thanks