Does Your Website Stink?


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Presentation given Nov. 18, 2010 at the Dublin Entrepreneurial Center in partnership with the Ohio Small Business Development Center (SBDC). Key topics include web design, web development, search engine optimization, search engine marketing, usability and marketing strategies.

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Does Your Website Stink?

  1. 1. OXIEMMARKETINGTECHNOLOGY My WebsiteStinks! November 18,2010
  2. 2. OXIEM About Us OXIEM ABOUT US Engaging Branding / Top Technology / Easy Manageability > Sites that perform & convert visitors to customers Holistic Web Marketing / Organic + Paid + Quality Metrics > Continually managed, for traffic and conversion Connect / Convey / Converse With Audiences > Active dialog that creates a bond and advocacy Sites Search Social
  3. 3. The Perfect Storm State of the Web
  4. 4. Yes – The Internet is Still Growing
  5. 5. Social Media – It’s Not Just For the Kids
  6. 6. Search Engine Marketing – Continued Growth Search Engine Marketing (SEM) Spending in North America, 2007 – 2013 (billions)
  7. 7. The Rise of Mobile Global Mobile vs. Desktop Internet User Projection, 2007 – 2015E
  8. 8. Are Your Marketing Dollars Where Your Customers Are? Media Time Spent vs. Ad Spend Still Out of Whack
  9. 9. Marketing Budgets are Changing Interactive Advertising Growth
  10. 10. So, Does Your Website Stink?
  11. 11.
  12. 12. • Your site was designed 4 or more years ago • You have no way to update your site without a technical expert • The content on your site hasn’t changed since you launched • You’ve been caught saying “My website is only to show I’m a legitimate business, not to get actual business” • Lack of conversion or a way to measure the performance of the website • It talks a lot about you, your process, your philosophies, etc. • You have no idea how it performs in the search engines • Customers frequently can’t find what they are looking for or can’t immediately understand the site’s organization If any of these are true, it might…
  13. 13. Planning Things To Do Before Design
  14. 14. • Forget the technology! First focus on: • Who are the different users that might visit your website? • What do you want them to do when they get there? • Review websites that you like • Assess your brand identity. Is it time for an updated look? • Produce a starter sitemap that outlines and organizes the content needed for the site • Research & interview experts to help you redesign your website PLANNING
  15. 15. Basic Site Map Example
  16. 16. Design Keys to an Effective Website
  17. 17. Web Success Brand Big Thing Little Thing Ease
  18. 18. Your brand is more than your logo – it’s the combination of color, tone, symbols, associations and experiences connected with your organization. • Your website captures and communicates an emotional benefit to the visitor • An immediate connection is made when the visitor enters your website • Is consistent with your overall brand and communication strategy • Creates a beautiful, highly-functional experience Representing Your Brand Online Brand
  19. 19. The key elements of your website that carry the weight when it come to success. Many times, these are the 2-3 things that top your list when thinking what you want out of your website Big Things • E-Commerce to Sell Products • Driving visitors to a specific conversion • Multimedia galleries to showcase video & photos • Social media integration • Event and news promotion • Intranet • Current customer support Accomplish Your Web Goals Brand Big Thing
  20. 20. Little Thing These are the little touches to your website that will potentially have high impact on how your visitors perceive and interact with your website. This is what separates your website from other cookie cutter sites. Little Things • Navigation structure • Font selection • Creative copy • Image selection and editing • Icons Consider the Details
  21. 21. This includes both the ease of use for the visitor, but also manageability for you and your staff to control and add website content. User Ease • Well organized and intuitive navigation structure • White space – avoid adding too much to the homepage • Multiple ways to access one piece of information Staff Manageability • High-functioning Content Management System (CMS) • Ability to make edits and updates to your website without the need of an IT expert • Ability to share the workload with others – in other departments or roles Efficient & Functional Ease
  22. 22. Ok, so where do I start?
  23. 23. Things to Consider: • Design – Request site examples that are similar to your project type (not necessarily just the exact same industry). Remember, when users engage with your website, they are engaging with your brand. • Technology – What platforms do they develop sites on? • Search – Do they have demonstrated experience developing website that perform well in search engines. Can they tell you about SEO? • Content – Do they talk content – the most important/most difficult part of a website redesign. In most cases your site should be built on a Content Management System and have a clear outline of content. CHOOSING A WEBSITE PARTNER
  24. 24. CHOOSING A WEBSITE PARTNER Great software + bad design = FAIL Great design + bad software = FAIL Great design + Google hates it = FAIL Great Search- Great Design Friendly Software + + =
  25. 25. Things that Don’t Stink
  26. 26. Conversion Focused
  27. 27. Mobile Friendly
  28. 28. Social & Fresh
  29. 29. Before & After Website Redesign Examples STRATEGY
  30. 30. Wayward Seed - Before
  31. 31. Wayward Seed - After
  32. 32. Southwest EPC- Before
  33. 33. Southwest EPC- After
  34. 34. Eagle Warehouse & Logistics -Before
  35. 35. Eagle Warehouse & Logistics -After
  36. 36. Thank You We Appreciate Your Time!