Making the most of your Website

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www.tinyurl.com/BusLinkEvents
Making the most
Of YOUR Website

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The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide Why!
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from

3
Introduction - Business Link – Services
What’s next?
• Make contact
Business Link
0845 600 99 66
enquiry@businesslinksw.co.uk
www.businesslinksw.co.uk

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Agenda
• Introduction
• WWW = World Wide Why
• Performance
• The Right Site

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It’s all about size
6.5 Bn
1.5 Bn
46m

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It’s all about money!
£88 Bn
£121 Bn

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PC
Laptop
Netbook
iPad
iPhone
Smart Phone
WiFi
3G
4G
It’s all about communication
New ways of working means
People spend more and more time
online

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World Wide Web – The World Wide WHY!
Less Paper
Less Travelling
Less Carbon
IYRE = Improve Your Resource Efficiency

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Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?

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Agenda
• Introduction
• Performance
• The Right Site

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The 2 most common questions
I don’t think my
website’s
working for me,
what can I do?
How do I get
more people to
visit my website?
How is your website performing right now?

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Website performance – what you need to
know
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
– How many conversions occur?
• Sales
• Email contact
• Subscription
• Calls

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Typical Web stats

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Typical Web stats

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Typical Web stats

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How many visitors

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Where they came from

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How they found you

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How they found you

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How valuable are they

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How good is your content?

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Where do people click?

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Link Analytics to Adwords

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Link Analytics to Adwords

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Custom Reporting
The Reports you NEED
Provided WHEN you need them
Delivered to WHERE you want them

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Custom Reporting

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Low conversion % -
then let’s look at your
site

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Agenda
• Introduction
• Performance
• The Right Site

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• Download quickly
(3 – 5 seconds)
• Keeps people happy
• Keeps Google happy
Design rudiments
1/ Speed

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Design rudiments
2/ Navigation
• Simple, Logical, Intuitive

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Your words need to be aimed directly at your
site visitor - they need to be punchy and
compelling
Design rudiments
3/ Content
• WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do

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What does your name say about you?

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Choosing a name – The Good
www.diy.com
www.blogger.com
www.itv.com
www.wispa.co.uk
www.formula1.com
www.tesco.co.uk

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The right Name
The Bad
• www.phones4u.com
• www.toys2wish4.com
• www.4learning.co.uk
• www.any-domain-with-too-many-hyphens.co.uk

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Choosing a name – The Ugly
w
w
w
.speedofart.com

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w
w
w
.w
horepresents.com

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www.penisland.net

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Agenda
• Introduction
• Performance
• The Right Site

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The Business Requirement
Google Search – Printers Wiltshire,
3 options.
Places
O
rganic
PPC

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The Business Requirement - Printing

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Improving Conversion - Good
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)

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Improving Conversion
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION

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Improving Conversion - Good
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
• Sell Your business to your customers [ USP ]
• Clearly defined actions
- Call Now
- Click to Buy
- Click for more info

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Improving Conversion – The Best
Test
Measure
Feedback
Test

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Improving Conversion – Testing Options
• Landing Pages
• Compelling Copy
• Where visitors click
• What people do when on your site
• Talk to people who are on your site
• Run surveys
• Usability Tests

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Improving Conversion - Landing Pages
www.google.com/websiteoptimizer/tour.html

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Improving Conversion – Compelling Copy
Be Brave, Be Bold
EXPERIMENT
• Prices, increase, decrease, odd pence
• Free Trials
• BOGOF
• BNPL
• Pay for 10 get 12
• First one free / Second one free
• Increase Prices
• Standard Version / Premium Version

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Be Brave, Be Bold
EXPERIMENT
• Trial different offers
• Add a guarantee – be brave
• Add testimonials
• Try BOLD
• Try Italics
• Try Highlighting
• Try hand drawn annotation

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Above the fold

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Improving Conversion – Talk to visitors
Online
Gadgets R Us: See the product button near the top?
ME: Hi, where can I find your digicams please
Gadgets R Us: Just click on that button and you’ll see
an image of a digicam. Just click on that and you’re
good to go
ME: Yes
That’s great, thank you

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Improving Conversion – Ask
Survey Existing Customers
– offer incentive to complete
Survey Site Visitors

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Improving Conversion – Usability

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Improving Conversion – Re-Assure

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Great conversion % -
then let’s look
building visitor
numbers

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Agenda
• Introduction
• Performance
• The Right Site

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Search Marketing

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What is Search Engine Optimisation

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Probably the
greatest marketing opportunity
known!

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PPC
Results

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Email Marketing

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Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers

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Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible

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Video Marketing
• YouTube – 2Bn videos watched………..DAILY
• Video results appearing in Google Search
=
You’ve been framed!
Business Opportunity
2nd most searched site on the internet

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Your Video
Video Marketing

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Business Networks

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http://www.youtube.com/watch?v=QLd9q88ohUs

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Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated

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Blogging – Where
www.blogger.com
www.wordpress.com

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TWITTER

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Twitter – some random Tweets

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GPS driven Location Marketing

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AUGMENTED REALITY
Real life - augmented
http://www.youtube.com/watch?v=D-A1l4Jn6EY

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AUGMENTED REALITY

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Augmented Reality

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What’s Next?
• Critically assess your site
• Ensure you have some form of analytics
• Ensure you understand the numbers
• Look to improve conversion
• Push your web marketing

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Agenda
• Introduction
• WWW = World Wide WHY!
• Performance
• The Right Site

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Andy Poulton
Business Link
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk
W: www.businesslinksw.co.uk
Thank You

Making the most of your Website

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