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Taking Your Website to the Next Level

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Taking Your Website to the Next Level

  1. 1. Taking Your Website to the Next Level Chas Grundy Director of Interactive Marketing University of Notre Dame
  2. 2. 83% of businesses use the Internet to research and find potential vendors. Enquire: Business to Business Survey 2007
  3. 3. What is the Next Level? • Your Website is Part of your Business • Measure, Tweak, Repeat • The Good, the Bad, and the Ugly Websites • The Social Media Edge
  4. 4. What is the Web?
  5. 5. What is the Web? • Marketing vs. Technology
  6. 6. What is the Web? • Marketing vs. Technology • External vs. Internal
  7. 7. What is the Web? • Marketing vs. Technology • External vs. Internal • Brochure vs. Application
  8. 8. What is the Web? • Marketing vs. Technology • External vs. Internal • Brochure vs. Application • Form vs. Function
  9. 9. Tactics are doing things right; strategy is doing the right things.
  10. 10. Why do you have a website?
  11. 11. Goal
  12. 12. Goal To Make Money
  13. 13. Connect the Dots 1. Have a website 2. ????? 3. Make Money!
  14. 14. More Specifically... Website Goal Action Conversion Submit contact form, Lead generation Contact you view contact page Sales Buy something Checkout process Decrease support View FAQs, support Use web support costs pages
  15. 15. Strategy Who is your audience? What do you want them to do? What do you know about them? How will you measure success?
  16. 16. 2 minutes What is the goal of my website? Who are my audiences? What do I want them to do?
  17. 17. Measure, Tweak, Repeat
  18. 18. quot;Far better an approximate answer to the right question, than the exact answer to the wrong question...quot; John Tukey Statistician
  19. 19. Google Analytics Free analytics tool: http://google.com/analytics
  20. 20. Visitors
  21. 21. Traffic Sources
  22. 22. Referring Sites
  23. 23. Top Content
  24. 24. Content is King What do your visitors want?
  25. 25. The Elevator Pitch What do you do and why do I care?
  26. 26. Exercise: Elevator Pitch
  27. 27. Exercise: Elevator Pitch • Would it work just as well for a competitor?
  28. 28. Exercise: Elevator Pitch • Would it work just as well for a competitor? • Would someone claim the opposite?
  29. 29. Exercise: Elevator Pitch • Would it work just as well for a competitor? • Would someone claim the opposite? • What’s the deal and why should I care?
  30. 30. Writing for the Web
  31. 31. The Web Has Its Own Style
  32. 32. Web Style
  33. 33. Web Style • Scannability
  34. 34. Web Style • Scannability • Keywords
  35. 35. Web Style • Scannability • Keywords • Trim the fat
  36. 36. Web Style • Scannability • Keywords • Trim the fat • Customer-centered (WIIFM)
  37. 37. What’s next?
  38. 38. What’s next? • Call to action
  39. 39. What’s next? • Call to action • Clear path
  40. 40. What’s next? • Call to action • Clear path • Simplify conversion steps
  41. 41. Good, Bad, and Ugly Design is...
  42. 42. Good, Bad, and Ugly Design is... • Presentation of content
  43. 43. Good, Bad, and Ugly Design is... • Presentation of content • The customer experience
  44. 44. Good, Bad, and Ugly Design is... • Presentation of content • The customer experience • Part of your personality and brand
  45. 45. Wireframes
  46. 46. Mockups
  47. 47. Testing • Individual testing • Usability • Focus groups • Accessibility • Analytics • Impact
  48. 48. Design Gallery courtesy Seattle Chamber of Commerce
  49. 49. Marketing Your Website • If a tree falls in the woods... • Direct, Links, Search, Advertising
  50. 50. Where To Promote Your Site • Business cards • Print materials • Email signature • Links to your site - Chamber of Commerce • Get out there and participate
  51. 51. Search Engine Optimization (SEO) • Incoming links • Keywords • Provide value
  52. 52. Search Engine Marketing • Paid search results • Bid on keywords • You’re in control
  53. 53. Social Media
  54. 54. Dunbar’s Number The limit of how many stable relationships a person can maintain (approximately 150).
  55. 55. What is social media?
  56. 56. What is social media? You
  57. 57. What is social media? You Your friends
  58. 58. What is social media? You Your friends Their friends
  59. 59. What is social media? You Your friends Their friends
  60. 60. Social first, media second It’s not about technology It’s about people • • The tools are easy to Relationships make the use difference • • Not just web, but mobile Real world rules apply and other emerging • People, participation, tools persuasion • Tech offers a “cool” factor, early adopters get cred
  61. 61. Authentic and Accessible • It’s about people • Brands are not people • People spot phony • Conversations are real and two-sided • To err is human
  62. 62. Social Media • Blogs: Blogger, Wordpress • Networking: Facebook, LinkedIn • Bookmarking: Digg, Delicious • Photos: Flickr • Videos:YouTube
  63. 63. Your Website Here
  64. 64. Chas Grundy email chas@grundyhome.com blog grundyhome.com linkedin linkedin.com/in/chasgrundy twitter twitter.com/chasgrundy

Editor's Notes







  • The web is full of conflict


  • The web is full of conflict


  • The web is full of conflict


  • The web is full of conflict


  • Tactics are doing things right; strategy is doing the right things.










  • 20 minutes




  • Four things to look at:
    * number of visits (for trends)
    * top content
    * search keywords
    * referring sites








  • your visitors are there for the content
    what you want vs. what they want
    they don’t care how you organize your business
    why should they care?




  • 50 min
  • 50 min
  • 50 min
  • concise, scannable, action-oriented
















  • presentation of content on the site
  • presentation of content on the site
  • presentation of content on the site






  • 1:50












  • Be remarkable and your business will market itself


  • Yahoo was someone’s bookmarks - Google is the Restaurant referral analogy
    Provide value and people will want to link to you


  • 2:35


























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