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The road to owning or running a successful website


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Business Bucks First Member to Member workshop on 12.09.13

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The road to owning or running a successful website

  1. 1. The road to owning or running a Successful Website By Nigel Harding BBF member to member workshop 12 September 2013
  2. 2. About me  Nigel Harding  Owner of a web design business (4 years)  Web designer  Web developer  Web consultant • Helping the business • SEO/internet marketing  Previous life − Project management, pre-sales consultancy (software), software application training
  3. 3. Agenda  Your website, your shop window  Understanding your target audience  Responsive websites  Driving traffic to your website.
  4. 4. 1. Your shop window Check list:  Establish/re-enforce corporate ID  Use consistent, complimentary colours  Use good quality images & photography − Good lighting, relaxed professional look, no holiday snaps  Importance of clarity & usability − Different form factors (smartphones, tablets)
  5. 5. The good, the bad & the ugly  What defines whether a website is good, bad, ugly, successful or otherwise?  Design quality  How well does the website relate to the visitor?  Too much content, too little content, just right?  Easy navigability, clarity of messages, importance of usability  Support the business objectives  Does it generate enquiries/sales?
  6. 6. Colour wheel
  7. 7. Choice of palette/colour psychology Red: passion, danger Blue: corporate Green: soothing, natural, environmental Purple: spiritual, caring Grey: safe, trustworthy Strong, bold colours: male Softer, pastel colours: female
  8. 8. Case study: Collyers
  9. 9. Collyers new website
  10. 10. Quality: images & photography
  11. 11. Collyers: benefits New website, improved credibility New brochure created, marketing campaign New customers
  12. 12. Which would you choose?
  13. 13. Usability: Responsive Web Design
  14. 14. Some Facts & Figures  There are more mobile phones in the UK than people  The number of smartphone searchers doubles every two months  In 2010, Google became a ‘mobile-first’ company (this means they develop their sites and tools on mobiles first)  Smartphone sales overtook PC sales last year (two years earlier than expected)  In three years time, tablet sales will be bigger than PC sales  Smartphone sales will continue to grow – will be 3 times the sales of PCs  52% of UK mobile phone users have a smartphone
  15. 15. 2. Your target audience Check list  Understand who you are trying to reach − Demographics (age, sex, niches) − Suitable colours & style that appeal − Personas  Tell your audience what you want them to do − i.e. “Call to action”, telephone, complete a form, click on a “buy” button
  16. 16. Vending machine industry persona  Vending machine operator company  Facilities Management for SMEs/corporates  Target audience, think about...  Male? – most likely  Age? - 28-45?  Role? - CEO/COO/MD?  Disposition? - quite analytical
  17. 17. Size matters
  18. 18. Primary & secondary CTA
  19. 19. 3. Driving traffic to your website Check list:  Is it important that visitors find your website?  Internet marketing, interactive marketing  Search Engine Optimisation  Blogs & Social Media
  20. 20. 3. Driving traffic to your website Build it and they will come?
  21. 21. Quick history of search  1990s – Altavista, Excite, Yahoo (1994) – Google enters the fray (1996)  2000s  Google becomes the King of Search  Bing launched - MSN Live rebrand (2009)  2010s – Google at the height of its powers – Real-time search results
  22. 22. UK search engine popularity
  23. 23. Internet Marketing  SEO/PPC  Social Media  Facebook  Twitter  LinkedIn  Email Marketing  Directories & Listings  Online Advertising
  24. 24. What is SEO (Search Engine Optimisation)?  Organic  Make your website content naturally relevant to Google searches  Involves analysis, editing web content, adding new content, constantly reviewing results and tweaking  Pay per click  Google shows free ads (impressions)  You pay for each click through to your site  You can set a budget
  25. 25. The organic SEO triangle
  26. 26. Google updates
  27. 27. Google Panda Targets over-optimisation of anchor text. If an unnatural percentage of the links pointing to your site are all one keyword that you are trying to rank for, you will be penalized. panda-farmer
  28. 28. Google Penguin 2 Targets unnatural, manipulative, inbound link profiles – Coming from poor quality sites – On sites that aren't topically relevant to your niche or business – Paid links – Keyword rich links – Links where the anchor text is overly optimized (i.e., exact-match anchor text) Algorithm-The-Definitive-Guide
  29. 29. Case study: Metal Supplies
  30. 30. Metal Supplies Logo design Website design Monthly SEO – Visitors quadrupled – Enquiries increased Blogging Social Media
  31. 31. Modern Marketing Marketing used to be “broadcast marketing” until 6 or 7 years ago The new wave of marketing involves the audience Social Media can be used for broadcasting Social Media & blogging facilitate conversation – It's power lies in conversation, feedback, involving people. – You can have conversations with your exact target audience
  32. 32. Blogging Example using-bloggers/
  33. 33. What is a Blog? WebLog A discussion or information site published on the World Wide Web consisting of discrete entries ("posts") typically displayed in reverse chronological order so the most recent post appears first. (Wikipedia).
  34. 34. Why do people blog? To “add value” to visitors. – Additional insightful information, IFA comments on Budget To show off competence & expertise To interact with target audience The main reason... – To add changing, relevant content to the website which will positively affect Search Engine Optimisation
  35. 35. Summary  Importance of quality for branding, logo & website  Is the website clear, is it easy to use?  Will mobile phone users enjoy a good experience?  Does the website reflect your business objectives?  Does the website appeal to the target audience?  What are your website traffic objectives?  Do you blog? If not you probably should!
  36. 36. Questions? Email:
  37. 37. Contact Details Amodeo Web Design Branding/logo design Web design Web development Ecommerce Internet marketing SEO Social media management Nigel Harding T 01494 446296 M 07505 248501 E W