Making your Website Work (Harder)

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presentation to The Entrepreneurs Network (TEN)
November 11, 2011

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Making your Website Work (Harder)

  1. 1. Making your Website Work (Harder) Tim Hay-Edie November 11, 2010 14/C, Kimley Commercial Building, 142 Queen’s Road Central, Hong Kong [t] 2810 1110 [e] info@pilot.com.hk [w] www.pilot.com.hk
  2. 2. the current webscape: blogging platforms English social media English video sites website Chinese video sites organic search industry forums business directories sponsored search other Chinese social media© Pilot 2010 www.pilot.com.hk 2
  3. 3. usability: 1. broken usability© Pilot 2010 www.pilot.com.hk 3
  4. 4. usability: 2. bad usability© Pilot 2010 www.pilot.com.hk 4
  5. 5. usability: 3. best practice usability© Pilot 2010 www.pilot.com.hk 5
  6. 6. basic assumptions: 1. you all have a website website CMS© Pilot 2010 www.pilot.com.hk 6
  7. 7. basic assumptions: 1. you all have a website 2. you are all salesmen existing clients potential clients website CMS© Pilot 2010 www.pilot.com.hk 7
  8. 8. basic assumptions: 1. you all have a website 2. you are all salesmen existing clients 3. you all use Google website CMS© Pilot 2010 www.pilot.com.hk 8
  9. 9. 1. you all have a website:© Pilot 2010 www.pilot.com.hk 9
  10. 10. 1. you all have a website: • what is your website for? • who is visiting it? • what do they want?© Pilot 2010 www.pilot.com.hk 10
  11. 11. 1. you all have a website: • what is your website for? (what are your objectives?) to generate sales (or leads) • e-commerce • web enquiries • downloading PDF brochure© Pilot 2010 www.pilot.com.hk 11
  12. 12. 1. you all have a website: • what is your website for? to generate sales not to simply generate traffic© Pilot 2010 www.pilot.com.hk 12
  13. 13. 1. you all have a website: • who is visiting? potential clients only? mix? B2B or B2C? in work or leisure time? English language only? Chinese? Other?© Pilot 2010 www.pilot.com.hk 13
  14. 14. 1. you all have a website: • who is visiting?© Pilot 2010 www.pilot.com.hk 14
  15. 15. 1. you all have a website: • who is visiting? expected visitors by user group value to business by user group newbies 1st time orphans 10% 5% 15% 5% 15% 35% newbies returning 15% 20% sophisticated 1st time 5% sophisticated returning 20% 10% 45% high net worth individuals© Pilot 2010 www.pilot.com.hk 15
  16. 16. 1. you all have a website: • what do they want? content? confidence?© Pilot 2010 www.pilot.com.hk 16
  17. 17. 1. you all have a website: • what do they want? content? information or solutions? • take-aways (PDFs, printable pages, etc.) • usability confidence? • design© Pilot 2010 www.pilot.com.hk 17
  18. 18. 1. you all have a website: • what do they want? • usability you can deconstruct your existing site using usability analysis best practice© Pilot 2010 www.pilot.com.hk 18
  19. 19. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 19
  20. 20. 2. you are all salesmen: • it is easier to sell to existing customers than to prospects • referrals are the easiest prospects to convert© Pilot 2010 www.pilot.com.hk 20
  21. 21. 2. you are all salesmen: • focus your energies with existing clients and referrals send 2 friend newsletter sign-ups website enquiries referrals @ EDMs CMS contacts© Pilot 2010 www.pilot.com.hk 21
  22. 22. 2. you are all salesmen: • something on newsletters: short mature attachment free relevant timely© Pilot 2010 www.pilot.com.hk 22
  23. 23. 2. you are all salesmen: • then look at complimentary content sites newsletter sign-ups website enquiries @ EDMs CMS contacts© Pilot 2010 www.pilot.com.hk 23
  24. 24. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 24
  25. 25. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 25
  26. 26. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 26
  27. 27. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 27
  28. 28. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 28
  29. 29. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 29
  30. 30. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 30
  31. 31. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 31
  32. 32. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 32
  33. 33. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 33
  34. 34. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 34
  35. 35. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 35
  36. 36. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 36
  37. 37. 2. you are all salesmen:© Pilot 2010 www.pilot.com.hk 37
  38. 38. 2. you are all salesmen: • you must have a marketing strategy team in place themes / scope deadlines review analytics© Pilot 2010 www.pilot.com.hk 38
  39. 39. 3. you all use Google:© Pilot 2010 www.pilot.com.hk 39
  40. 40. 3. you all use Google: • do you exist? • who is your competition? • are you SEO? • do you SEM?© Pilot 2010 www.pilot.com.hk 40
  41. 41. 3. you all use Google: • do you exist? search by your name search by your company name set up Google alerts© Pilot 2010 www.pilot.com.hk 41
  42. 42. 3. you all use Google: • do you exist? search by your name search by your company name set up Google alerts© Pilot 2010 www.pilot.com.hk 42
  43. 43. 3. you all use Google: • who is your competition? search by your services search by competitor’s company name set up Google alerts© Pilot 2010 www.pilot.com.hk 43
  44. 44. 3. you all use Google: • are you SEO? the 3 main influences on search ranking are: 1.keyword relevance and density 2.inbound links 3.website structure© Pilot 2010 www.pilot.com.hk 44
  45. 45. 3. you all use Google: • are you SEO? blogging platforms English social media English video sites website Chinese video sites organic search industry forums business directories sponsored search other Chinese social media© Pilot 2010 www.pilot.com.hk 45
  46. 46. 3. you all use Google: • do you SEM? search term organic result paid result© Pilot 2010 www.pilot.com.hk 46
  47. 47. 3. you all use Google: contextual CPC ads based on search query© Pilot 2010 www.pilot.com.hk 47
  48. 48. 3. you all use Google: • do you SEM? ads by Google (contextual ads based on web content) Facebook ads (based on demographics of user)© Pilot 2010 www.pilot.com.hk 48
  49. 49. 3. you all use Google: • do you SEM?© Pilot 2010 www.pilot.com.hk 49
  50. 50. in conclusion:© Pilot 2010 www.pilot.com.hk 50
  51. 51. in conclusion: • to make your website your best salesman focus on: 1.valuable content 2.usability 3.consistent design 4.qualified traffic ongoing reporting & analysis for ROI© Pilot 2010 www.pilot.com.hk 51
  52. 52. in conclusion: newsletter sign-ups website enquiries @ EDMs CMS contacts© Pilot 2010 www.pilot.com.hk 52

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