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Once Upon a Time on a Dark Dreary URL...

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What story does you website tell about your venue and the services you offer? Does it read like a fairytale? A mystery novel? A scary sci-fi novel? Or is it a thriller you just can’t put down? This session will explore the elements your website should contain to tell your venue’s story to engage the planner to explore your site to learn more about what you have to offer their meeting or event.

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Once Upon a Time on a Dark Dreary URL...

  1. 1. ACCED-I 2014, New Orleans
  2. 2. ¡  Does it read like a fairytale? §  Is your website the fairytale and more… complete with the happy ever after? Is it all too good to be true?
  3. 3. ¡  A mystery novel? §  Are you hard to find? Are you still a mystery, even after you’re found?
  4. 4. ¡  A scary sci-fi novel? §  Is your site so complex to navigate that is comes off as a scary sci-fi adventure?
  5. 5. ¡  Or is it a thriller you just can’t put down? §  Hopefully your site is filled with plot and detail that enthrall a planner to learn more about your campus and the services you offer
  6. 6. ¡ Audience ¡ Design ¡ Visual ¡ Content ¡ Technology ¡ Stats
  7. 7. ¡  Internal ¡  External ¡  Both
  8. 8. ¡ Above the fold ¡ Brand ¡ Options ¡ Response ¡ Template
  9. 9. ¡  Above the fold §  Area you see on your screen §  Most screens --- 15 to 17 inches §  Most of the action on your page is going to happen here §  Include the important stuff ¡  Brand ¡  Options ¡  Response ¡  Template
  10. 10. ¡ Above the fold ¡ Brand § Make sure its above the fold § Collegiate brand and department brand ¡ Options ¡ Response ¡ Template
  11. 11. ¡  Above the fold ¡  Brand ¡  Options § Encourage them to interact with your site § Internal, external § Meetings, events, camps ¡  Response ¡  Template
  12. 12. ¡  Above the fold ¡  Brand ¡  Options ¡  Response § Always provide a way to connect with you § Submit a request § Contact us ¡  Template
  13. 13. ¡  Above the fold ¡  Brand ¡  Options ¡  Response ¡  Template §  Template vs. free design §  Ask if you can build your own §  Understand the possibilities of a template
  14. 14. ¡  Make it visually appealing ¡  Let your photos tell your story §  Choose carefully – look at details §  Market appeal §  Human element §  Why is to relevant for a planner? §  Avoid academic focused shots §  Call to order
  15. 15. ¡  Video stories §  Short and targeted §  Serious to fun ▪ UC Davis – University Gateway ▪ University of Nebraska – Be Our Guest ¡  Always avoid clutter, focus on conversions
  16. 16. ¡  Text §  Keep it simple §  Make it relevant §  Use keyword search terms §  Don’t make it “spammy” ¡  Remember the fold §  Keep primary options above it ¡  Balance - text & visuals ¡  External focus vs. internal ¡  Service provider pages §  If internally focused, create your own
  17. 17. ¡  Must have information (if relevant) §  Meeting/Event space §  Accommodations §  Dining §  Catering §  Services §  Submission Form §  Directions §  Contact
  18. 18. ¡  Careful §  Posting pricing §  Policies §  Service provider links
  19. 19. ¡  SEO – Search Engine Optimization §  How are you optimized ¡  Google Analytics §  Hits §  Users §  Time on site §  Keywords §  Bounce rate
  20. 20. ¡  Title tags and descriptions §  Duplicate content §  Character limits §  Search results
  21. 21. ¡  Priority on campus site §  Where are you? ¡  URL - .edu vs. .com ¡  Linking ¡  Social media ¡  Optimize for tablets & mobile use
  22. 22. ¡  Kean University §  http://www.kean.edu/conferences/ ¡  UCLA §  http://www.uclameetings.com ¡  Georgia Tech §  http://www.conference.gatech.edu
  23. 23. Questions?
  24. 24. Tony McGuirt Unique Venues tony@uniquevenues.com 866-627-8908

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