18 April, 2013 
Is Your Website Ready? 
5 Things You 
MUST Check 
Charles E. Crouch 
© Charles Crouch, 2008-14, All rights...
Your new website is online. 
You’ve even had the launch party! 
But when you go to check... 
Your New Website! 
Home 
Abou...
Where are your 
customers? 
Photo: C. Crouch
Too often we set up barriers we do not even recognize 
that keep visitors from reaching the goals we want. 
Photo: C. Crou...
Here are 5 things every website 
owner MUST check 
✓Home Pages that Attract Visitors 
✓Interesting Content for Your Target...
Home Pages 
that Attract 
Visitors 
Photo: iStockPhoto
Your Home Page is: 
the First Impression of 
your business. It must: 
✓attract visitors 
✓have clear, easy navigation 
✓en...
Attract visitors: 
Your website home page is like the entrance to your store: 
Both of these work, they are just designed ...
Clear Navigation 
✓Easy to understand 
✓Show a clear path 
Never leave your customers confused 
about where to go next. 
P...
Encourage visitors to complete your goal 
Etsy provides 
numerous ways to 
shop. They do not 
care how, just as 
long as y...
Interesting Content 
for Your Target 
Audience 
Photo: iStockPhoto
Key Questions to Ask 
You must be able to answer all of these 
questions in detail. 
Who is your Target Audience? 
What do...
Too many websites look like this. 
ACME Widgets 
About Us Our 
Organization 
Our 
Products 
News 
About Us 
Contact Us 
We...
PetSmart quickly enables visitors to find supplies 
for their pets.
Remember, 
in 3 to 4 seconds: 
if visitors cannot: 
- figure out what your website is about 
- find interesting material 
...
Even a B2B site can quickly show visitors where 
to find interesting material for them.
Encourage Clicks 
by Your Search 
Engine Listing 
Photo: iStockPhoto
Homework: Go Find Yourself 
(I am a teacher, I can give you homework.) 
➡ Put your company name into some search engines 
...
Getting found easily is Critical for local businesses
Improve your Search 
Engine Results by 
‣ writing Relevant Content 
‣ using Good Structure 
‣ adding descriptive Meta-tags...
Write Relevant Content 
✓write for Your Visitors First! 
✓Original, Fresh Content is best 
✓then think about search engine...
Use Good Structure 
Write content using good structure to make pages 
easier to read for both people and search engines. 
...
Descriptive Meta Tags 
Just like a television schedule provides information 
about the programs, meta tags give informatio...
There are three principle meta tags for web pages. 
You can see them using a browser to view the actual 
code for the web ...
The Title Tag is the most important meta tag because 
search engines use it as the headline in their listings. 
Title Tag ...
Title Tags Matter 
Here are over 3 million web pages with a listing 
New Page 1. How can visitors find them? 
3,650,000
How to add Meta Tags? 
It is easy to add meta tags to your web pages. 
Talk to your website developer 
Photo: iStockPhoto
Show a Clear Path 
for Visitors to 
reach Your Goal
Customers use a 
Decision Process 
when starting to 
make a purchase 
➡ a set of Activities & Choices 
➡ made by a Typical...
Possible decisions to be made 
when buying a book 
Awareness Gift 
Special Interest in 
Subject or Author 
Specific Need: ...
Whether you have a website or app, it must 
support your customer's decision process 
Bookstore App 
Shelf 
Shop 
News 
Co...
This website includes three different 
decision steps on one web page 
Action 
Preference 
Consideration
Call to Action 
Converts 
Photo: iStockPhoto
A call to action clearly tells visitors 
what they must do next.
On a typical website, for every 100 people who begin a process, 
only two or three actually finish. By adding a customer d...
But, by making a change to help visitors and show them what to 
do next, we can make an improvement which flows through th...
Recap
Focus Your 
Website 
On Your 
Visitors 
Photo: iStockPhoto
Never leave them wondering 
"What now?" 
Photo: iStockPhoto
Other Presentations 
on SlideShare 
Photo: C. Crouch
Questions Comments and Suggestions? 
Charles Crouch 
info@charlescrouch.com 
CharlesECrouch 
www.charlescrouch.com 
Photo:...
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Is your website ready? Five Things You MUST Check

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Website designs may include unseen barriers which keep people from visiting the site and easily taking the actions you wish them to complete. This presentation discusses five things every website owner should check to ensure their site is easy to use and encourages visitors to complete your goals for them.
• Home pages that attract visitors
• Interesting content for your target audience
• Encourage clicks by your search engine listing
• Show a clear path to your goal
• Use a call to action that converts

Topics in the presentation include simple navigation, encouraging users to act, interesting content, clear search engine listings, good content structure, descriptive meta tags, customer decision process and clear call to action.

Published in: Business, Technology, Design
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Is your website ready? Five Things You MUST Check

  1. 1. 18 April, 2013 Is Your Website Ready? 5 Things You MUST Check Charles E. Crouch © Charles Crouch, 2008-14, All rights Reserved Photo: C. Crouch
  2. 2. Your new website is online. You’ve even had the launch party! But when you go to check... Your New Website! Home About News Contact It is with great pleasure that we announce the grand opening of the ACME Widgets company website where you can learn all about ACME and its fine line of products.
  3. 3. Where are your customers? Photo: C. Crouch
  4. 4. Too often we set up barriers we do not even recognize that keep visitors from reaching the goals we want. Photo: C. Crouch
  5. 5. Here are 5 things every website owner MUST check ✓Home Pages that Attract Visitors ✓Interesting Content for Your Target Audience ✓Encourage Clicks by Your Search Engine Listing ✓Show a Clear Path to Your Goal ✓Call to Action that Converts
  6. 6. Home Pages that Attract Visitors Photo: iStockPhoto
  7. 7. Your Home Page is: the First Impression of your business. It must: ✓attract visitors ✓have clear, easy navigation ✓encourage them to complete your goal But you only have 3 to 4 Seconds to do all this!
  8. 8. Attract visitors: Your website home page is like the entrance to your store: Both of these work, they are just designed for different types of customers. Design your website for your customers and their needs. Photos: C. Crouch
  9. 9. Clear Navigation ✓Easy to understand ✓Show a clear path Never leave your customers confused about where to go next. Photo: C. Crouch
  10. 10. Encourage visitors to complete your goal Etsy provides numerous ways to shop. They do not care how, just as long as you shop with them.
  11. 11. Interesting Content for Your Target Audience Photo: iStockPhoto
  12. 12. Key Questions to Ask You must be able to answer all of these questions in detail. Who is your Target Audience? What do they want to know? Not: What do you want to tell them? How can you make it easy for them, not you? Photo: Microsoft
  13. 13. Too many websites look like this. ACME Widgets About Us Our Organization Our Products News About Us Contact Us Welcome to ACME Widgets Our New Company Headquarters! With the opening of our new company headquarters, ACME Widgets moves to the front of the line for showing our best ACME
  14. 14. PetSmart quickly enables visitors to find supplies for their pets.
  15. 15. Remember, in 3 to 4 seconds: if visitors cannot: - figure out what your website is about - find interesting material They will leave!
  16. 16. Even a B2B site can quickly show visitors where to find interesting material for them.
  17. 17. Encourage Clicks by Your Search Engine Listing Photo: iStockPhoto
  18. 18. Homework: Go Find Yourself (I am a teacher, I can give you homework.) ➡ Put your company name into some search engines ➡ Look at the results pages Can visitors easily identify you? Does your listing encourage them to click?
  19. 19. Getting found easily is Critical for local businesses
  20. 20. Improve your Search Engine Results by ‣ writing Relevant Content ‣ using Good Structure ‣ adding descriptive Meta-tags Photo: Microsoft
  21. 21. Write Relevant Content ✓write for Your Visitors First! ✓Original, Fresh Content is best ✓then think about search engines Photo: iStockPhoto
  22. 22. Use Good Structure Write content using good structure to make pages easier to read for both people and search engines. • Headings • Sub-headings • Bold text • Hyperlinks • Lists Heading to to Introduce Introduce Eset eiusmod tempor incidunt et magna aliqua bold important words and phrases phrases. Utim minim veniam, quis nostrud exerc. Sub-Heading to Separate Maecenas aliqua maecenas ligula nostra, accumsan. Fermentum pede quam scelerisque Hyperlink to Relevant Material List for Similar Items Material, et enim. for Similar Items cars planes • Enim aliquet penatibus • Sit nam trucks montes • Praesent leo orci aliquam
  23. 23. Descriptive Meta Tags Just like a television schedule provides information about the programs, meta tags give information about the content on a web page. ➡ Meta tags are not shown to visitors. ➡ They are used by browsers & search engines ➡ Help classify and index web pages
  24. 24. There are three principle meta tags for web pages. You can see them using a browser to view the actual code for the web page. <html> <head> <title>Boston University (BU) Title in Brussels: International Relations and Business Graduate Degree, Certificate and Diploma Programs</title> <meta name="description" content="Boston Description University (BU) in Brussels is an international business school with graduate degree, diploma and certificate programs in international relations and business. Contact us to learn more about our graduate international business degrees: brussels@bu.edu."> <meta name="keywords" content="Boston Keywords University in Brussels, European Graduate School, Post Graduate
  25. 25. The Title Tag is the most important meta tag because search engines use it as the headline in their listings. Title Tag Boston University (BU) in Brussels: International Relations and ... Boston University (BU) in Brussels is an international business school with graduate degree, diploma and certificate programs in international relations and ... www.bu.edu/brussels/ - 12k - Cached - Similar pages Description Tag The Description Tag can be used by search engines to provide a summary of the web page content.
  26. 26. Title Tags Matter Here are over 3 million web pages with a listing New Page 1. How can visitors find them? 3,650,000
  27. 27. How to add Meta Tags? It is easy to add meta tags to your web pages. Talk to your website developer Photo: iStockPhoto
  28. 28. Show a Clear Path for Visitors to reach Your Goal
  29. 29. Customers use a Decision Process when starting to make a purchase ➡ a set of Activities & Choices ➡ made by a Typical Customer ➡ to reach your Desired Action Awareness Consideration Preference Action Loyalty
  30. 30. Possible decisions to be made when buying a book Awareness Gift Special Interest in Subject or Author Specific Need: Class, Work, Hobby Consideration Read Reviews Ask Friends Search for Availability Review Contents Preference Price Quality Available Fits My Needs Action Purchase Online Purchase Offline Library Borrow from Friend Loyalty Arrived On Time Good Quality Easy to Get
  31. 31. Whether you have a website or app, it must support your customer's decision process Bookstore App Shelf Shop News Contact
  32. 32. This website includes three different decision steps on one web page Action Preference Consideration
  33. 33. Call to Action Converts Photo: iStockPhoto
  34. 34. A call to action clearly tells visitors what they must do next.
  35. 35. On a typical website, for every 100 people who begin a process, only two or three actually finish. By adding a customer decision process behind the graph, we can see why poor information and Awareness Consideration Preference Action Loyalty 100 75 50 25 0 Home Step 1 Step 2 Step 3 Step 4 Finish Visitors vague guidance contribute to this high failure rate.
  36. 36. But, by making a change to help visitors and show them what to do next, we can make an improvement which flows through the entire chain. Rather than two or three who finish, we now have Awareness Consideration Preference Action Loyalty 100 75 50 25 0 Home Step 1 Step 2 Step 3 Step 4 Finish Visitors three or four, a significant increase.
  37. 37. Recap
  38. 38. Focus Your Website On Your Visitors Photo: iStockPhoto
  39. 39. Never leave them wondering "What now?" Photo: iStockPhoto
  40. 40. Other Presentations on SlideShare Photo: C. Crouch
  41. 41. Questions Comments and Suggestions? Charles Crouch info@charlescrouch.com CharlesECrouch www.charlescrouch.com Photo: iStockPhoto

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