Making the Most of Your Website Presence - NBN Guide for Business by natiive
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In 2012 natiive was first asked to provide advice and leadership to business about to receive the Australian Government's National Broadband Network (NBN). Focusing on Web Design Wollongong this officially endorsed seminar asked questions of business websites and provided guidance on their online strategy. More info at http://www.natiive.com.au natiive Web Design 1 Burelli Street Wollongong NSW 2500 1300 78 33 11
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Making the Most of Your Website Presence - NBN Guide for Business by natiive
- 1. MAKINGTHE MOST FROMYOURWEBSITE. www.natiive.com.au
- 2. Why Have a Website? • How do you get your message out? • Print Media (Magazines & Newspapers) • Radio & Television Advertising • Cold Calling • Direct Mail-outs & Letterbox Drops • Signage & Billboards • Yellow Pages Making the Most of Your Website 2
- 3. Traditional Advertising with Yellow Pages Over half of the Australian population does not even want their Yellow Pages copy delivered. Moreover, a large number of households throw their copy unopened into the recycling bin as soon as they receive it. - Core data survey, 2009 What are the stats in 2014? Making the Most of Your Website 4
- 4. Traditional Advertising with Yellow Pages Yellow Pages revenue fell 35.2% in 6 months to Dec 2011 - Australian Business Spectator Yellow Pages revenue fell 22% in 12 months to Dec 2012 - The Australian, 8th Feb 2013 Yellow Pages may be reduced to ONE book for Sydney & Melbourne this year. - Smart Company Website, Early 2012 Making the Most of Your Website 2
- 5. 2012 218 million 7 Growth in Monthly Web Searches 2011 118 million 2010 2009 88 million 62 m - MYOB Business Monitor Online Special Report. Making the Most of Your Website
- 6. Percentage of Australian Businesses Online Nov 2010 Aug 2011 Aug 2012 In NSW Online Payment ----------------------------------------------------------------------------------- 35% 39% 43% 41% 19% ----------------------------------------------------------------------------------- - MYOB Business Monitor Online Special Report. - Digital Business Gov (www.digitalbusiness.gov.au) 7 Making the Most of Your Website
- 7. Why Should You Have a Website? • Online Web Searches Increasing Fast. • Are Your Competitor’s Online? • Order Takeout from the Local Thai Restaurant. • Find a Local Builder for a Home Extension. • Search for that Perfect B&B Weekend Escape. Making the Most of Your Website 7
- 8. Why Should You Have a Website? • Is the Internet still a great leveller? • Is it a confusing place? • What works for one, may not work for another. • What is your Goal? • What is the ‘Conversion’? Making the Most of Your Website 8
- 9. What Type of Website Should I Have? • Informational • Brochure Style • Portfolio • Blog • e-Commerce ---------------------------------------------------- • Static Site – Web Designer updates it / You use software • Dynamic – Using a Content Management System (CMS) Making the Most of Your Website 9
- 10. What are the Ingredients of a Successful Site? • Appealing Design • Compelling Content • Properly Built • Effective, Easy Calls to Action Making the Most of Your Website 10
- 11. Can I Build a Website Myself? YES. Making the Most of Your Website 11
- 12. Should I Build a Website Myself? MAYBE. Making the Most of Your Website 12
- 13. Free or DIY Options to Building a Website • Joomla • Bloggr • Wordpress • many, many more… ---------------------------------------------------- PROS CONS • FREE. • Setup in minutes. • Some great themes. • Easy to use. -------------------- • You’re compromising • Same look as others • Security & Hacking • Add extra functionality Making the Most of Your Website 13
- 16. Calling in the Professionals • Freelance Web Designer • Small Design Studio • Web Company • Outsourcing ---------------------------------------------------- PROS CONS • Professional Outcome • Tailored to You • Training & Support -------------------- • Cost • All are not the same • Long Term Relationship Making the Most of Your Website 16
- 17. Outsourcing • Like being an ‘owner-builder’ • Need to be absolutely specific in what you want • Look, Position, Order, Workflow… ---------------------------------------------------- PROS CONS • Cheap • Access to Experts -------------------- • Your Time Managing • Yes isn’t always Yes… • Communication Confusion • Security & Hacking Making the Most of Your Website 17
- 18. Current Online Trends • Social Media • Integration of Social Media with Website • Mobile Sites • Apps • Blogs • Places Pages / Local Search Making the Most of Your Website 18
- 19. Social Media Making the Most of Your Website 19
- 20. Social Media Users in Australia Youtube Facebook 11.0 m 10.7 m 1.8 m 1.8 m 1.2 m ---------------------------------------------------- Social Media Statistics Australia – January 2012 20 ------------------- JAN 2012 JAN 2011 ----------------------------------------------------------------------------------- Twitter Linkedin Google+ 6.7 m 9.8 m 1.0 m 0.7 m NR Making the Most of Your Website
- 21. Social Media • DO engage your followers. • DO post regularly. • DO what you promise. • DO inform. • DO mix up the way you deliver your message ---------------------------------------------------- • DON’T have an inactive profile linked to your website. • DON’T just tell, listen! • DON’T just sell (in fact try not to). • DON’T ignore negative feedback. Making the Most of Your Website 21
- 22. Integration of Social Media on Website • Crossflow of Information. • Ability to have people ‘like’ or ‘tweet’ your blog posts, news or pages in general. Making the Most of Your Website 22
- 23. 23 Why Are People Browsing On Their Mobile? Convenience. Making the Most of Your Website
- 24. Smartphones Accessing Websites • 4 out of 5 websites are not optimised for smart phones– smh Sept 8, 2012 Making the Most of Your Website 14
- 25. Apps • Dedicated icon on the device (Not a URL). • Specialist developers to create. • Pass through an extensive Apple approval process. • iPhone has only 30% mobile market. • What about the other platforms? Making the Most of Your Website 24
- 26. Responsive Website? • Responds to resize to fit the device viewing it. Making the Most of Your Website 2
- 27. Blogs • Easy to add new stories, images, content. • Add commenting to blog posts (engagement). • Integrate with Social Media (engagement). • Shows you are still in business… • Google loves fresh content. Making the Most of Your Website 25
- 28. Google Places / Local Search • Confirm or Create your listing. • Don’t keyword spam your listing. • Try and fill it out as much as possible. Making the Most of Your Website 26
- 29. Web Metrics • Analytics • Get it installed today (it is FREE). • Learn how to read the metrics. • Conversion Tracking • Place it on interactive elements • Contact / Enquiry Forms • Feedback Forms • Booking Forms • eCommerce Carts Making the Most of Your Website 27
- 30. Review • Great opportunities available online. • You need to decide what the goal or conversion is. • What sort of website do you need? • What are the essential ingredients of a good site? • You can do it yourself, but... Making the Most of Your Website 28
- 31. Review • A professional web company should be able to create and deliver on your goals – for a fee… • How can you interact with potential customers? • Track it. • Keep it fresh. Making the Most of Your Website 29
- 32. www.natiive.com.au Thank You! Making the Most of Your Website 30
Editor's Notes
- Looking at a broad overview of information today. My name is Matt Wilson, I live in Kiama Downs. I run a Web and IT company in the Illawarra (name withheld) and have been for coming up 15 years now.
- Website is a way to get your businesses’ message out to your target market. Potentially to an international audience. Any professional business has a marketing mix. Hopefully you can track response rates for those campaigns & methods. The default no brainer for so long has been ‘Yellow Pages’ Not happy Jan. Well emphasized how critical it was not to miss out each year. Still may be effective for many (Tradies etc). Sink min $1,500 per year for a 1 unit ad. One Client I know has a whole page in colour, apparently some $250,000. What’s happening in that arena?
- Saw an article only yesterday, ppl were commenting that they would almost all throw it out. Not attacking Yellow Pages - but highlighting it is now an expensive advertising medium that is NOT working for increasing numbers of verticals (industries) and businesses. More so – the question is raised – to what are people turning?
- What does falling revenue tell you about how important business increasingly views Yellow Pages? Falls have been consistent, but now increasing as more cotton on. Also explains why they themselves are trying to push into the digital arena – as they put it. Yellow pages did come out in one book, just this month in Melbourne. Online Yellow Pages / Sensis is an online directory. Some I know who are tracking it are reporting no click thrus, impressions are nothing. How does Joe Public as the consumer view the Yellow Pages?
- Can note a massive increase in searches (Google Alone) More than offsets the drop in Yellow Pages as the primary directory of business. So surely everyone in business is on the net?
- No. As of August 2011 61% of Australia business has not made a move online. In NSW 41% of businesses are online – so 59% aren’t. Where and how are they promoting themselves? Are they measuring it? What is their Return on Investment? Back to the question then, Why Should You Have a Website?
- We’ve proved that online searches are increasing markedly. Based upon those stats, we must ask the question: Are your competitor’s online? Have you analysed their online presence? Where do you perceive them to be effective? Does the site look good, portray them in a good light? Make them seem vibrant, fresh, modern, growing? Where are they weak? --- Debbie mentioned that she had tried to order from the local Thai restaurant (we have 3 now) But there was no menu. How frustrating. She knew she wanted their food. How much time would have been taken in asking what they had and what prices? Even a basic cut down conversation. If even at the very least there was a PDF to download with the menu. How much quicker it could be. How much more, potentially – could they have sold? What other options are there? Construction industry – find a local builder for that home extension. My personality is – I want to see a portfolio of what someone can do, can suggest, before I even contact them. Best example is accommodation. One of the most competitive search terms One of the most saturated terms (take up) If you want to go somewhere for a weekend, what do you want to see? What the room looks like. My process for booking accommodation is: 1) I check on wotif or like site 2) I find the actual website to see good quality pics. Many other good examples....
- What about you? Why Should you have a website? If you do, how can you make the most of it? Saying is out there that the ‘Internet Is a Great Leveller’ That a: small company can look just as big as a large corporation. Would have said yes 3 years ago. I say maybe nowadays. Why? Companies now see the importance and sink huge budgets into: Super graphic Design Usability – User Interface Professional Content Writers Offers and Calls to Action Social Media Monitors Perhaps even include huge AdWords PPC budgets. Not scare you. But competitive industries will have big players, or those who have seen the need to allocate huge budgets. Starting out, it’s hard to make it perfect. Little steps to improvement are important. --- Highlight it can be confusing. Different strategies can work online. --- Need to be clear as to what is your goal. What is a conversion? What validates a website for you. Must be measurable.
- Very basic overview, whole smorgasboard of different types and niches. But broadly speaking. Key though is: Is the site Static or Dynamic.
- This is the key. Making the most of your website, these are the key factors.
- Some good tools out there, to get a website online, But,
- That’s the question... Why? What are some of the options?
- Joomla This is what you can do with it... This is how it comes out of the box – and how most look. Can get themes. Has a huge community of support. Need to know what you’re doing to achieve a polished look. Thousands of Modules Good, but also the warning – security Bloggr Great basic web platform to get message out. Does look basic. Wordpress I like wordpress, it’s easy to use. Can do some advanced things with it. http://wordpress.org/extend/themes/ Many more like Drupal, Mambo, CMSMadeSimple...
- Custom design. Based on a CMS Platform. Outcome should be a professional website. Hear so many horror stories. Usually a result of unrealistic expectations – not finding a matching developer. How to avoid trouble: Do your research What are your competitors doing? What seems to be working? What about internationally in the same industry? Could you innovate? Who are you looking to partner with? What is your budget? (Facebook for $5k) What will you get for that? What are they promising? Research What results have they achieved (portfolio) Do you know any of their clients, can you check references. How long have they been in business? (Out of business, hosting, domain) Is the site yours? (hosted with you or them) Their solution Can you see and use the content management system. [MUST]
- Custom design. Based on a CMS Platform. Outcome should be a professional website. Hear so many horror stories. Usually a result of unrealistic expectations – not finding a matching developer. How to avoid trouble: Do your research What are your competitors doing? What seems to be working? What about internationally in the same industry? Could you innovate? Who are you looking to partner with? What is your budget? (Facebook for $5k) What will you get for that? What are they promising? Research What results have they achieved (portfolio) Do you know any of their clients, can you check references. How long have they been in business? (Out of business, hosting, domain) Is the site yours? (hosted with you or them) Their solution Can you see and use the content management system. [MUST]
- Custom design. Based on a CMS Platform. Outcome should be a professional website. Hear so many horror stories. Usually a result of unrealistic expectations – not finding a matching developer. How to avoid trouble: Do your research What are your competitors doing? What seems to be working? What about internationally in the same industry? Could you innovate? Who are you looking to partner with? What is your budget? (Facebook for $5k) What will you get for that? What are they promising? Research What results have they achieved (portfolio) Do you know any of their clients, can you check references. How long have they been in business? (Out of business, hosting, domain) Is the site yours? (hosted with you or them) Their solution Can you see and use the content management system. [MUST]
- You could also outsource. Send the work to a freelance person in Australia More likely, India, Vietnam, China... Cheap. Fraught with danger. MUST ask if a web company outsources, what they do, and how they confirm it is secure.
- Especially with the NBN people are starting to think a little further ahead to what we can use it for. Video in particular looks to be a good use for such speed.
- Hundreds of different offerings. Many now are on 5 or more different networks. Won’t talk a lot on this as there is a separate session soon here at KCC with Paul Wallbank.
- Full Statistics for January 2012 Here is our monthly report showing the latest users numbers and statistics for the most popular social media sites in Australia. As per previous reports, all the figures below are Unique Australian Visitors to the site (UAV’s), or an average between the UAV’s and user numbers reported by reputable sources. Social Media Statistics Australia – January 2012 1. Facebook - 10,703,340 users (this number is actually down about 17,000 users. Is this a bug in Facebook advertisement tool?) – 13 million UAVs according to Google Adplanner – people logging into Facebook from home, school, work etc? 2. YouTube – 11,000,000 UAVs 3. Blogspot – 3,500,000 4. LinkedIn – 1,800,000 5. Twitter – 1,800,000 6. WordPress – 1,500,000 7. Google Plus – 1,200,000 users (Estimation* based on 90 million users globally) 8. Tumblr – 1,000,000 9. Flickr – 830,000 10. MySpace – 470,000 11. Instagram – 350,000 12. Reddit – 170,000 13. StumbleUpon – 140,000 14. Digg – 70,000 15. Delicious – 39,000
- Idea is to get people connecting with you. That’s the hook. But you must have interesting information. Would not recommend like boxes unless you have a lot of traffic – otherwise it looks like a ghost town. Might place a teaser on your Social Media and more info on the website. Blogs with helpful tips / info are good. Eg.. FSG Accounts Eg.. V8 Supercar team, hits reduced.
- Do a demo – in Wollongong http://www.google.com.au/search?q=wollongong+mechanics&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a