Anatomy of a Brilliant Website


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  • Who currently has a website? How do you feel about it? How is it working for you?
  • Marketing your business is extremely important but consistently marketing your business is even more vital to the long term life of your business. Your website is your online ‘hub’ to where your online information is. Your social media (Facebook, Twitter, LinkedIn, bloggging) should all drive traffic to your website. Your website can be an online brochure about your company or it can be totally interactive (shopping site). Remember, we buy from people/businesses we know, like and trust. That’s why building your brand, your reputation is so important. Having a good looking, well layout out website builds your (and your company’s) credibility and competence. Having a disaster of a site can have the opposite effect. Let’s go ahead and get your site up to speed.
  • How did we get here? What we do Upcoming Social Media classes
  • Clearly define these ideas/concepts before embarking on your site. If you aren’t providing valuable content to those who you want to reach, then the exercise is pointless Your website may look lovely but it will be ineffective and you will be frustrated Target market Who are they – Men? Women? Young? Old? What do they care about? Do they have families? Young children? Older children? I would recommend taking Christina’s Business Planning class to help you clarify your company’s overall vision and mission.
  • If you know going in what you want to achieve, you have a higher likelihood you will achieve it. Be as specific as you can. Choose a target number (10 new subscribers a month) to achieve and then go for it! Measure your success – more visitors to your site? (google analytics) more converted sales? More subscribers? Be sure you measure your success – setting up Google statistics is a great tool to help (
  • Keywords are how search engines find you Keywords should be used in your headings, website page text, blog postings, on your social media (Facebook, Twitter, LinkedIn) profile descriptions Go to adwords
  • Should start out with a minimum of five pages. Write your content out and perfect your text before putting it on your site. PROOFREAD, PROOFREAD, PROOFREAD! Ask friends/family to proofread Misspellings and bad grammer are unprofessional
  • This is one of the most important pages This is where the majority of your prospects will land Be sure it is nicely designed Be sure it is inviting On your pages: focus on the prospect Don’t tell me what it is (feature), tell me why it is (what is the benefit to me?)
  • Ex: HVAC company ~ do you have one room in your building that is always too hot or too cold? ~ are you interested in Energy savings? (and a tax deduction?) Starts your ‘education-based’ marketing – you will be perceived as the expert, the answer to all their needs
  • Be sure you have all the ways you can be contacted Don’t included your cell phone if you don’t want calls there Don’t forget to include your opening hours so people don’t expect to speak to you in the evenings or weekends Mapqest your location – you can put your address in and get a link to mapquest where you already have your address inserted and your visitors can just put their address in to get directions. Don’t be afraid to include a description – near the corner of Broad Street and Gaskins in Richmond’s West End – good for SEO (someone may search for HVAC company in west end of Richmond)
  • Showcase your expertise Build your web traffic Connect with customers or referral partners
  • Testimonials – have one dedicated page or spread these throughout your site We use and recommend Constant Contact for email marketing You can also offer something to those who sign up through your website IE: garden center: ~ free tips on the best way to have a beautiful lawn year round Then send them monthly tips or have a downloadable tip sheet they receive when they sign up Social Media links – I recommend putting this on your home page and your contact us page. If people want to find out more about your and want to communicate with you, this is a great way to do so.
  • Top ways to achieve good SEO 1. Content (keywords, domain name, tags, etc.) 2. Links (inbound, outbound, authority, etc.) 3. Activity (traffic, RSS subscriptions, comments, updates, etc.) Good practices 1. Domain name should not expire within 12 months 2. Generate original, quality content (blogging helps) 3. Generating some human activity so Google knows what you’re doing is real and not just spam! (people commenting on your blog) Track it/test it: Set up your statistics ( and check each month to see what keywords people are using to find you. Then use more of those throughout your site Your site is a work-in-progress and should evolve over time as your business evolves. SUCCESS STORY My photography client – found by Pottery Barn Kids for a photography shoot
  • What is Google Juice? This is a made-up term which refers to the amount of search engine currency that an inbound link can give to the receiving web page. If the incoming “Google Juice” is higher then it should help a web page rank higher in the search engine results page (SERP). If the “Google Juice” is weaker, then the page might not rank as high. Just be careful not to overuse keywords on your blog or in your categories because Google and other search engines might consider that overuse to be keyword stuffing, which is a form of spam. If you're caught doing this, your blog could be left out of Google and other search engine searches entirely, which will negatively impact the amount of traffic your blog receives.
  • A website basically has a lot of pages within it. It is very seldom that we see one website where everything is contained in one page and nothing more. Usually, links are used to help visitors be guided accordingly. Also, some pages may be talking about a topic that the reader would be interested on and usually this page will have a link to another article that is related to the topic and may also interest its reader. Search engines will also use these internal links to help find and rate pages on your website. There is Google juice passed through internal links, but not as much as for an equivalent external link. All other things being equal, external links will pass more Google juice than internal links. The amount of Google juice being passed from internal and external links to a page is cumulative. A page with a greater number of external and internal links to it, will have a better chance of ranking higher than an equivalent page with less links. More links are good! **Ask friends, referral partners, networking groups, anyone who has a website to exchange links with you. You link to them, they link to you.
  • Be sure your photos look professional. Perhaps you can barter your products/services to a budding photographer? Or you can promote them on your new, brilliant website in exchange for pictures Or find a photography student at VCU who would be willing to take some photos in exchange for credit on the photos Be sure to include ‘alt’ tags for your images – so they are Search Engine Friendly
  • Your domain name is important. Reserve it for more than a year Choose your company name if possible Don’t make it too long Add VA at the end if you need to: ie: is n/a try Be sure to use a .com and not a .anything else – it is still the most popular and one everyone remembers
  • Free ones
  • Content management system You can make text changes easily You can add pages easily Blog-ready You can change themes fairly easily If your web designer creates your site in straight html or xhtml, you will not be able to change it. You will need to pay them to make changes. Check your website in different browers – to be sure the layout is correct ~ Internet Explorer ~ Firefox Also, be sure you have more than one browser on your computer. If one crashes, you can use the other to download a fix
  • .com Has free themes to choose from Not as flexible with theme look and feel Your domain name will be Will still want a separate domain name to point to your blog .org Need to pay for hosting/domain – or can add to your website in a subfolder (/blog)
  • If you decide to use GoDaddy, they have a hosting package which has already installed.
  • Share plug-in available: this one is from called sexy bookmarks Or you can just Google, Share plug-in --- Add a Facebook ‘like’ button through Facebook developers or
  • Can easily be incorporated into your wordpress site
  • Consistent marketing is the key to long term company growth Easy way to communicate and keep up with your customers (provide them great resources, ask their opinion, keep them informed about new products/services) Facebook (B2B and B2C) – 500 million active users ~ be sure you set up a Facebook ‘page’ for your business or they can shut you down ~ use your keywords, fill it with resourceful content ~ claim your url: Twitter (B2B and B2C) ~ 180 million unique visitors, over 100 million active accounts ~ easy to set up and get involved in ~ read/look/watch, then get involved ~ follow influential people in your industry, local companies, referral partners ~ retweet other people’s content LinkedIn (B2B) ~ fill out your profile completely – including photo, past experience. Be sure your company is listed also. Use keywords. ~ ask for and give recommendations ~ use Q&A
  • Your website is an ongoing document and should be reviewed once a month
  • Anatomy of a Brilliant Website

    1. 1. ANATOMY OF A BRILLIANT WEBSITE Presented by: Jeanne Willson Markbeech Marketing
    2. 2. <ul><li>“ For a company not to market itself is like winking at a girl in the dark. </li></ul><ul><li>You know what you’ve done but no one else does.” </li></ul>
    3. 3. What we will cover <ul><li>Your Brilliant Website </li></ul><ul><li>Preparing </li></ul><ul><li>Content </li></ul><ul><li>Look and feel (branding) </li></ul><ul><li>Setting it up </li></ul><ul><li>Promoting </li></ul><ul><li>Maintaining </li></ul>
    4. 4. How Did We Get Here?
    5. 5. Preparing for your site <ul><li>Your company mission/vision </li></ul><ul><li>Services / products you offer </li></ul><ul><li>Your Target Market </li></ul> <ul><ul><li>Who are you trying to reach? </li></ul></ul><ul><ul><li>Who are you talking to? </li></ul></ul><ul><ul><li>What do you want them to know about your? </li></ul></ul>
    6. 6. Goals for your site <ul><li>What do you want to achieve? </li></ul><ul><ul><li>More prospects </li></ul></ul><ul><ul><li>More converted sales </li></ul></ul><ul><ul><li>Subscribers to your email sign up </li></ul></ul><ul><ul><li>More fans to your facebook page </li></ul></ul><ul><ul><li>Sell your products </li></ul></ul><ul><li>How will you measure your success? </li></ul>
    7. 7. Content <ul><li>Pages to include </li></ul><ul><li>SEO </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Images </li></ul></ul>
    8. 8. Content Considerations <ul><li>Don’t reinvent the wheel </li></ul><ul><ul><li>Use your current brochure text, text on other marketing materials </li></ul></ul><ul><ul><li>See what your competitors are doing </li></ul></ul><ul><ul><li>Ask your customers what they are interested in or what their FAQ’s are </li></ul></ul><ul><ul><li>Get feedback from friends/family/business associates </li></ul></ul><ul><ul><li>Don’t tell them what it is (features) tell them why it is valuable (benefit) </li></ul></ul>
    9. 9. Pages <ul><li>Home page </li></ul><ul><li>About us </li></ul><ul><li>Portfolio/Products & Services </li></ul><ul><li>FAQ </li></ul><ul><li>Contact Us </li></ul>
    10. 10. Pages <ul><li>Home page </li></ul><ul><ul><li>Speak directly to your target audience </li></ul></ul><ul><ul><li>How can you solve their biggest FAQ or problem? </li></ul></ul><ul><ul><li>Tell them why your product/service is valuable </li></ul></ul>
    11. 11. Pages <ul><ul><li>2 . About Us </li></ul></ul><ul><ul><ul><li>How did the company come about? </li></ul></ul></ul><ul><ul><ul><li>Your compelling story </li></ul></ul></ul><ul><ul><ul><li>About your team </li></ul></ul></ul><ul><ul><ul><li>About your suppliers/vendors/partners </li></ul></ul></ul>
    12. 12. Pages <ul><li>3. Portfolio/Products/Services </li></ul><ul><ul><li>Samples of your work </li></ul></ul><ul><ul><li>Products you offer </li></ul></ul><ul><ul><li>Services you offer </li></ul></ul>
    13. 13. Pages <ul><li>4. FAQ </li></ul><ul><ul><li>Choose the top 5 problems your clients have that you can solve </li></ul></ul><ul><ul><li>What do you want them to know about your company </li></ul></ul>
    14. 14. Pages <ul><li>4. Contact Us </li></ul><ul><ul><li>Company name, </li></ul></ul><ul><ul><li>Address </li></ul></ul><ul><ul><li>Office phone number (cell phone number?) </li></ul></ul><ul><ul><li>fax number </li></ul></ul><ul><ul><li>email </li></ul></ul><ul><ul><li>Opening hours </li></ul></ul><ul><ul><li>Directions to your location ( or </li></ul></ul><ul><ul><li>Link to your Facebook page (or other social media) </li></ul></ul>
    15. 15. Pages <ul><li>Other pages to include might be: </li></ul><ul><ul><li>Blog: great for SEO </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Links page </li></ul></ul><ul><ul><li>Media page – In the Press </li></ul></ul><ul><ul><li>Sitemap </li></ul></ul><ul><ul><li>Terms and Conditions/Privacy </li></ul></ul>
    16. 16. Extra stuff <ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Newsletter or email sign-up ( resources) </li></ul></ul><ul><ul><li>Calendar of events </li></ul></ul><ul><ul><li>Social media links: Facebook, Twitter, LinkedIn </li></ul></ul><ul><ul><li>Favicon </li></ul></ul><ul><ul><li>Ad space </li></ul></ul><ul><ul><li>Video </li></ul></ul>
    17. 17. SEO <ul><li>What is it? </li></ul><ul><li>Why is it important? </li></ul><ul><li>Top ways to achieve good SEO </li></ul><ul><li>Track it </li></ul>
    18. 18. Keywords: Google Juice <ul><li> </li></ul><ul><li>256 characters maximum – put most important/relevant ones first </li></ul><ul><li>Look them up. </li></ul><ul><li>Use adwords. Type in a term, it will show you the other terms that people are using when they are also searching for your term </li></ul><ul><li>See how specific you can get </li></ul><ul><li>Don’t overuse them </li></ul>
    19. 19. Links are good. <ul><li>Internal links: An internal link is a link from one web page on your blog, to another web page ,also on your blog. These are very useful since they can help lead your visitors to other related relevant material on your site. </li></ul><ul><li>An external link is a link from a web site other than your own, which points to a page on your site. </li></ul><ul><li>Hypertext is the visible text which is linked to another post. </li></ul><ul><li>The more links you have within your website and, more importantly pointing to your website, the more successful your website will be. </li></ul>
    20. 20. Images to include <ul><li>Your logo </li></ul><ul><li>Photo of you or your team </li></ul><ul><li>Photo of your building </li></ul><ul><li>Photos of your happy customers </li></ul><ul><li>Photos of you/your team working </li></ul><ul><li>Royalty Free Stock photography can be purchased through: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    21. 21. Overall Look & Feel <ul><li>Search for other websites you like </li></ul><ul><ul><li>pay attention to things like how it makes you feel, what colors/images are used, types and number of pages, layout </li></ul></ul><ul><li>Choose a style </li></ul><ul><ul><li>Witty, lighthearted </li></ul></ul><ul><ul><li>Strictly business </li></ul></ul><ul><ul><li>Combination of both </li></ul></ul><ul><ul><li>Personal (you are the brand) </li></ul></ul>
    22. 22. Overall Look & Feel <ul><li>Most important information should be ‘above the fold’ </li></ul><ul><li>Colors should match your image and logo green – environmentally friendly red – exciting yellow/orange – happy, warm </li></ul><ul><li>Imagery – how do you want people to feel? ie: happy customers outside your shop, beautiful photos of your products or people using your products </li></ul><ul><li>Be sure you are keeping in line with your brand look and feel </li></ul>
    23. 23. fun
    24. 24. sweet
    25. 25. all business
    26. 26. What you need: nuts & bolts <ul><li>What you need </li></ul><ul><ul><li>Domain name ($10-15/year) </li></ul></ul><ul><ul><ul><li>Important considerations </li></ul></ul></ul><ul><ul><li>Hosting ($50+/year) </li></ul></ul><ul><ul><li>Email (should be included in hosting) </li></ul></ul><ul><li>Recommend: </li></ul><ul><ul><li>24/7 support </li></ul></ul><ul><li>Recommend a CMS: Wordpress </li></ul>
    27. 27. Setting it Up <ul><li>Types of websites </li></ul><ul><ul><li>Custom built </li></ul></ul><ul><ul><ul><li>Completely unique </li></ul></ul></ul><ul><ul><ul><li>Professionally designed </li></ul></ul></ul><ul><ul><ul><li>All changes made by designer </li></ul></ul></ul><ul><ul><li>Templates (hosting companies) </li></ul></ul><ul><ul><ul><li>Free </li></ul></ul></ul><ul><ul><ul><li>Easy to use? </li></ul></ul></ul><ul><ul><ul><li>Not very customizable </li></ul></ul></ul><ul><ul><li>Themes (blogging platforms) </li></ul></ul><ul><ul><ul><li>Easy to customize </li></ul></ul></ul><ul><ul><ul><li>Easy to change </li></ul></ul></ul>
    28. 28. Wordpress <ul><li>CMS – what? </li></ul><ul><li>Why Wordpress? </li></ul><ul><li>Wordpress themes </li></ul>
    29. 29. Wordpress – getting started <ul><li>Option #1) </li></ul><ul><li>Just register at </li></ul><ul><li>Your domain name will be </li></ul><ul><li>Theme </li></ul><ul><li>Option #2) </li></ul><ul><li>Domain name </li></ul><ul><li>Hosting </li></ul><ul><li>Theme </li></ul>
    30. 30. <ul><li>#1) </li></ul><ul><li>Just register at </li></ul><ul><li>Your domain name will be </li></ul><ul><li>Choose a theme </li></ul>
    31. 31. <ul><li>#2) </li></ul><ul><li>Domain name </li></ul><ul><li>Hosting </li></ul><ul><li>Choose a theme </li></ul>
    32. 32. Wordpress dashboard
    33. 33. Themes
    34. 34. Plug ins and Widgets <ul><li>Small program </li></ul><ul><li>Samples </li></ul><ul><ul><li>Akismet </li></ul></ul><ul><ul><li>Link Within </li></ul></ul><ul><ul><li>Google sitemaps </li></ul></ul><ul><ul><li>Calendar </li></ul></ul><ul><ul><li>Social media ‘share’ </li></ul></ul><ul><ul><li>Facebook ‘like’ </li></ul></ul><ul><li>Easy to install </li></ul>
    35. 35. For your website <ul><li>Add a share plug-in to your blog </li></ul> <ul><li>Add a Facebook ‘Like’ button to your blog </li></ul>
    36. 36. Statistics <ul><li> </li></ul>
    37. 37. Submit your site
    38. 38. Submit your site
    39. 39. Test your site
    40. 40. Promote your site! <ul><li>On your business cards </li></ul><ul><li>On all your marketing materials: brochure, postcards, etc. </li></ul><ul><li>On your email signature </li></ul>
    41. 41. Promote your site! <ul><li>Online promotion </li></ul><ul><ul><li>Submit to </li></ul></ul><ul><ul><li>Submit to </li></ul></ul><ul><ul><li>Google Places (was Google Local) claim your listing </li></ul></ul><ul><ul><li>Link to/from your Facebook account </li></ul></ul><ul><ul><li>Link your email marketing </li></ul></ul><ul><ul><li>Get friends/clients to link to your site (incoming links) </li></ul></ul>
    42. 42. Social Media
    43. 43. Ongoing maintenance <ul><li>Once a month </li></ul><ul><ul><li>Check your statistics </li></ul></ul><ul><ul><ul><li>Where is your traffic coming from </li></ul></ul></ul><ul><ul><ul><ul><li>A link on someone else’s site? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>organically through search engines? </li></ul></ul></ul></ul><ul><ul><ul><li>What keywords are your visitors using to find you? </li></ul></ul></ul><ul><ul><li>Check your site </li></ul></ul><ul><ul><ul><li>Do you have new products/services </li></ul></ul></ul><ul><ul><ul><li>Review your text </li></ul></ul></ul><ul><ul><ul><li>Do you have new staff? </li></ul></ul></ul><ul><ul><ul><li>A new Facebook page </li></ul></ul></ul>
    44. 44. What we covered <ul><li>Your Brilliant Website </li></ul><ul><li>Preparing </li></ul><ul><li>Content </li></ul><ul><li>Look and feel (branding) </li></ul><ul><li>Setting it up </li></ul><ul><li>Promoting </li></ul><ul><li>Maintaining </li></ul>
    45. 45. <ul><li>Questions? </li></ul>
    46. 46. Stay in touch <ul><li>Thank you! </li></ul><ul><li>Please fill out your evaluation </li></ul><ul><ul><li>We will send you a link to the presentation </li></ul></ul><ul><li>Sign up for our Social Media classes </li></ul>
    47. 47. Stay in Touch <ul><li>Connect with us </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>