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003 websites


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003 websites

  1. 1. Digital Sales Strategy Microsites, landing pages and websites… oh my!
  2. 2. Digital Sales Products Web Ads Microsite Tier II Website Tier III Website or eCommerce Site
  3. 3. Micro What?!? What is a Microsite?
  4. 4. What is a Microsite A website with a direct URL Targeted with a specific purpose Product promotion Marketing campaign Describe a service Promote an event
  5. 5. What is a Microsite? Goal Focused or Targeted • Microsites will detail one specific product or service but do so with intense focus so that the visitor has no doubt on where to go next Lead Generation • Visitors never need to leave the site to convert to a qualified lead
  6. 6. Example
  7. 7. Targeted products and content Never need to leave the site to convert to a qualified lead Branding is important Focus on a specific purpose Example
  8. 8. Existing Microsites
  9. 9. Existing Microsites
  10. 10. Existing Microsites
  11. 11. Selling Microsites It’s not the end of the World…
  12. 12. Understand your client’s needs
  13. 13. All companies need at least a basic web presence… Even if they don’t believe they do… Their customers expect it.
  14. 14. Problem: Customers want to see what your business or products look like.
  15. 15. Problem: It is difficult to build and maintain a full website if you are not a large organization.
  16. 16. Product Lifecycle Enhanced Marketplace Microsite Website (tier II/tier III)
  17. 17. Up to 3 pages Home ~ your ad About us Contact form Links to your site Links to social media Free hosting
  18. 18. Where does it go? Microsites are subdomains of the Paper’s main URL or website They can also be promoted with web ads or Service Directory type listings
  19. 19. Where does it go?
  20. 20. Websites
  21. 21. What is a Website? Basic Website A centrally managed group of web pages Contains copy, images and multi-media files Presented to users in an aesthetic and accessible way Static vs. Dynamic Microsites are 100% static Websites can be both
  22. 22. What is a Website? Generally, people look at websites for two primary reasons: To find information they need To complete a task
  23. 23. What is a Website? Goal(s) Strive for a design that’s user-friendly Create a site that targets the appropriate audience Design a UI that flows freely, allowing users to navigate easily and find what they need quickly and efficiently Give the client what they want plus what they need Increase the site functionality with additional code Source: h you-design
  24. 24. User-Friendly Design Source:
  25. 25. Target the Appropriate Audience Source:
  26. 26. Free-Flowing UI Source:
  27. 27. That They Pant + What They Need Source:
  28. 28. Increase Functionality Source:
  29. 29. What’s included?
  30. 30. Microsite Maximum of 3 pages Site design based on print ad Links to client social media accounts or existing website Site URL is a subdomain of your Paper’s website Production: 2 a day
  31. 31. Tier II Website 3 or more pages Custom URL – subject to availability Backend content management system (CMS) Added flexibility in site design and layout Copywriting done by Paper’s staff May involve photo-shoot at Paper’s expense Search engine optimized (SEO) design With analytics Social media account tie-ins Production: 2 a month
  32. 32. Tier III Website Everything in the Tier II package Custom back-end CMS eCommerce tie-ins Shopping cart Online payments Database storage Production: 90 days
  33. 33. Portfolio Review
  34. 34. Design and Production Discovery Document Customer survey Important information about the project • Goals • Audience Provides production staff with critical information Identifies features and technology needed
  35. 35. Design and Production Wireframe Visual guide that represents the skeletal framework of a website Style Tiles Content Gathering Sitemap
  36. 36. Design and Production Testing Browser and device testing Soft launch • Final chance for client to review content Final revisions Limited to content changes only Launch Hello World!
  37. 37. Design and Production Project Management
  38. 38. Design and Development Production Timeframe Microsite • 24 hours or less ~ 2 a day Website • Tier II ~ 2-weeks • Tier III ~ 6-months Application • 3-6 months
  39. 39. Selling Websites
  40. 40. Tier II Website Should a business have a website, even if that business is small and sells products or services you don't think can be sold online? Yes, if you have a business, you should have a website. Period. No question. Without a doubt! Source: Q: A:
  41. 41. Tier II Website Businesses should have a presence on the web so that customers, potential employees, business partners and perhaps even investors can quickly and easily find out more about your business and the products or services they offer
  42. 42. Tier II Website Must have a professional-looking site if you want to be taken seriously Consumers now search for information online prior to making a purchase Your site may be the first chance you have at making a good impression
  43. 43. Tier II Website How will you measure the success of your website? Success is measured by engagement and lead generation Source: Q: A:
  44. 44. Tier II Website Engagement Search Engine Optimization (SEO) HITS – How Idiots Track Success More realistic indicators: • Unique visits • Bounce rate • Average time on page/site
  45. 45. Tier II Website Quarterly analytics review Total review of site performance every three months Annual content audit Evaluate keyword performance Identify areas of opportunity Review possible changes