Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Website workout

43 views

Published on

A comprehensive overview to help small business owners plan their web design project. Download the companion workbook here: https://roundpeg.biz/2017/11/website-workout-plan/

  • Be the first to comment

  • Be the first to like this

Website workout

  1. 1. Website Workout
  2. 2. LORRAINE BALL Marketing Strategist, Recovering Corporate Exec, Amateur Photographer
  3. 3. Website Workout • Audit Design, Content, and Conversion • Analyze Traffic Sources and Site Behavior • Improve SEO • Plan Your Redesign
  4. 4. Audit Design, Content & Conversion
  5. 5. DESIGN First impressions matter
  6. 6. IS YOUR DESIGN OUTDATED? More than two years is a lifetime
  7. 7. Two Years is a Lifetime
  8. 8. IS YOUR WEBSITE RESPONSIVE? 56% of traffic now comes from mobile device
  9. 9. Mobile Adaptive is Not Acceptable denisonparking.com
  10. 10. Good Web Design is Mobile First
  11. 11. VERTICAL HIERARCHY You have to pick a favorite child
  12. 12. Structure is Key
  13. 13. What Comes First • What do customers want to know? • What do you want them to do and see
  14. 14. First Action • Small steps vs giant leaps – Learn more – Watch a video – Schedule a demo – Make a reservation
  15. 15. UNCLUTTERED NAVIGATION Create a logical path for visitors
  16. 16. Don’t Let Prospects Get Lost • Confusing navigation • Inadequate search • Complex drop down menu • Hard to find or incomplete information • No clear next step
  17. 17. First Action What Should Visitors Do?
  18. 18. CONTENT What’s on the Inside
  19. 19. Content Mistakes • “You” centered content • Impersonal content • Stale content • Large blocks with no subheads • Shallow content
  20. 20. More Content Mistakes • Showing Off – Technical jargon and graduate level text – Long answers when a short one will suffice • Lack of attention to detail – Grammar and Spelling – Broken Links
  21. 21. WORDS MATTER Who are you talking to?
  22. 22. YES, YOU NEED A BLOG
  23. 23. SAY GOODBYE TO IRRELEVANCE
  24. 24. No More Cheesy Stock Photos
  25. 25. Useful Sidebars Only
  26. 26. A Closer Look Content
  27. 27. CONVERSION Convert visitors to prospects LEARN MORE SCHEDULE APPOINTMENT BUY NOW CONTACT US DONATE TRY
  28. 28. Content Moves Prospects
  29. 29. Every Page is a Landing Page
  30. 30. Logical Next Steps • Read the blog • Download a white paper • Complete a self assessment • Print a case study • View or register for an event • Subscribe to a newsletter • Watch a video • Listen to a podcast • View photo gallery or portfolio • Browse products • Collect favorites • Create user account • Order products • Schedule an appointment • Apply for a job • Ask a question or search FAQ
  31. 31. Add Footers to Blog Posts
  32. 32. LANDING PAGE Provide good reasons for visitors to make the exchange
  33. 33. Landing Page Design Tips • Clear purpose • Simple header • Optional phone number • Limit navigation • CTA above the fold • Supplemental information • Close with CTA
  34. 34. White Space • Color and Contrast • Encapsulation • Directional Cues • White Space
  35. 35. Immediate Payoff
  36. 36. Compelling Landing Pages Less is More
  37. 37. Involve Visitors
  38. 38. SUBMISSION FORM TIPS The less you ask for, the more submissions you will get
  39. 39. Less Gives You More
  40. 40. Only Ask for What You Need 5% dip in conversion rate by including a phone number request Source: Unbounce 4% dip in conversion if you ask for a street address Source: Unbounce 2% dip in conversion if you ask for city and state Source: Unbounce
  41. 41. Design Matters • Left align • Single column • Larger font size • Clear questions • Smart error handling
  42. 42. Strong Calls to Action • Action statements 1 – 3 words – Command : Click, Register, Go! – Benefit: Get the Kit, Grab the Resource – Avoid loss: Don’t Miss This, Last Chance • ALL CAPS – CLICK not Click – GET THE KIT vs Get the Kit
  43. 43. Don’t Submit
  44. 44. Button Style • Contrasting colors • 1/3 width of form • Subtle movement • Go big
  45. 45. Lead Magnet What Can You Offer?
  46. 46. WHY MEASURE? There’s power in the data
  47. 47. What are Web Analytics? Measurement, collection, & analysis of web data
  48. 48. Useful, Real Time Data • Measure ROI – Compare referral sources – Evaluate advertising campaigns – Track leads, prospects and sales • Refine targets and messages – Determine which visitor groups are most likely to convert – Identify best traffic building and converting pages – Revise calls to action and next steps
  49. 49. Web Analytics Glossary • Hit : – A request for a file from the web server. • Impression: – Each time an image (or ad) loads on a user's screen. • Bounce Rate: – Percentage of visits where the visitor enters and exits the site after visiting just one page
  50. 50. Web Analytics Glossery • Page view – A page view is recorded every time a page is loaded. • Visit / Session – Series of page views a single visitor makes during a period of activity.
  51. 51. Web Analytics Glossary • Visitors – Defined by a unique ID usually stored in a visitor's cookies. – New visitor doesn’t have Google Analytics cookie – Returning visitor has Google Analytics • Time on page – How long a visitor stays on a page before hitting next page • Time on Site – Sum of time on page for a single visitor
  52. 52. VISITS If you build it, will they come?
  53. 53. Overview What to look for • Improvement year over year • Spikes or valleys • Green vs Red • New vs Returning is distorted
  54. 54. The A, B, C of Analytics • Audience - Did we attract the right people? • Acquisition – How did they find us? • Behavior – What are they interested in? • Conversion – Did they take the right step?
  55. 55. Audience • Who is coming to your website
  56. 56. Acquisition What to look for • Traffic source • Compare over time • Quality of traffic by source
  57. 57. Action : Target Each Source • Increase – Direct traffic with off line activity – Organic traffic with content – Referrals with directory listings and cross promotion – Social traffic with activity – Create or expand your email list – Paid advertising when all else fails
  58. 58. Look at Your Traffic Create an improvement plan
  59. 59. BEHAVIOR People come, now what?
  60. 60. Behavior: Where do the start?
  61. 61. Behavior: Where do they go?
  62. 62. Behavior: What’s the last page
  63. 63. Drill Down
  64. 64. Behavior: How Long Do They Stay?
  65. 65. Increase Views • Objective: At least two pages per visit • How to increase page views: – Reduce choices on each page – Create one clear next step – Simplify navigation – Address design issues: load speed and mobile responsiveness
  66. 66. Improve Interest • What are people interested in – Identify most popular posts – Create internal links. Use “more on this topic” • Common Mistakes – Old, thin or unoriginal content – Too many options – No clear path
  67. 67. Behavior Encourage visitors to stay longer
  68. 68. Conversion Tracking
  69. 69. Go Beyond Google • Forms filled out • Comments on forms and pages • Social shares
  70. 70. Use Data to Make Decisions
  71. 71. SEARCH TIPS Just because you build it…
  72. 72. “The best place to hide a dead body is on page 2 of Google”
  73. 73. SEO BASICS What you should know, before you start
  74. 74. Search Mistakes • Too Many Key Words • Irrelevant Tags or Key Words • Repetitive Page Titles and Meta Tags • No Page Titles, Slugs or Headers • Inconsistent Citations
  75. 75. More Search Mistakes • Frame structure • Old content • Unlabeled pictures • Duplicate content • Thin content
  76. 76. Search Tips • Keywords in Balance • Natural Language – No Stuffing • Purpose for Every Page • Unique Titles and Meta Descriptions • Frequent Updates • Relevant Links
  77. 77. SEO Basics • Google is an advertising platform • Google is smart • Gaming the system may drive traffic, but won’t drive sales • Beyond content, a website must be fast and mobile • SEO is a marathon, not a sprint • 40–60 billion searches monthly on Google.com in US
  78. 78. “R” You Paying Attention To: • Research • Realistic Targets • Real Estate • Relevant Content ( Rich and Recent) • Relationships (Reputation & Reviews) • Revenue Not Rankings
  79. 79. RESEARCH Think like your customer
  80. 80. Research • Focus on buying intent • Use keyword planning tool – Must have AdWords – Look at alternatives – Look for high search volume
  81. 81. Look for Clues in Your Content
  82. 82. BE REALISTIC Pick a battle you can win
  83. 83. Do You Deserve To Be #1 • Who are you competing with? • Can you win a narrower segment? – Niche topic : • Wordpress Web Design vs Web Design – Narrow geography • Midwest web design vs Indianapolis web design
  84. 84. Where Are You Now?
  85. 85. SEO EXERCISE – Part 1 Key Words
  86. 86. REAL ESTATE There is power in local search
  87. 87. Why Local Search Matters 75% used phone to get real-time, location-based information Source: PewInternet.org 90% mobile searches lead to an action Source: searchengineland.com 70% who ran a local search via mobile acted within one hour Source: CMO Council
  88. 88. Monitor Your Local Position
  89. 89. Get Listed : Search, Claim, Update • Search company name • Search industry & competitors • Claim listings • Edit and update listings • Submit new directory listings
  90. 90. Submit Complete information • Hours of operation • Directions and parking information • Business description, products and services • Payment options • Specials
  91. 91. Optimize Your Site for Local • Use local references in titles & meta descriptions • Clearly define your business category • Local photos • Encourage reviews
  92. 92. Standardize Citations • Name, address, phone and description
  93. 93. RELEVANCE Use keywords wisely
  94. 94. Relevance • Include keywords : – Page titles – Meta descriptions – Page URL – Content – Headers – Image titles and descriptions – Anchor text
  95. 95. Page Titles • Use keyword up front • 6 – 8 words or 50 – 60 characters • Unique page title for every page • Content should match the title
  96. 96. Meta Description • Concise summaries of page (160 character limit) • Appear underneath blue clickable links in a search engine results page
  97. 97. Meta Tips • 160 characters • Use key words up front • Write for search engines and people
  98. 98. Permalinks • Use search engine friendly permalinks • Use keyword or phrase in permalink • Avoid ‘&’, ‘?’, ‘!’ • Use hyphens (-) between words • Do not use underscores (_) in URLs • Avoid using capital letters in URLs http://www.mywebsite.com/elephant-hippo
  99. 99. Content • Write naturally and often • Do not keyword stuff – 1% – 3% keyword density – Use synonyms and related phrases • Avoid thin content – 500 word minimum • Create cornerstone content • Avoid duplicate content
  100. 100. Headers • H1, H2, - What they mean • Headers help readers and search engines scan • Use primary and related keywords
  101. 101. Images Are Content Too 63% Of Google image search clicks result in web traffic Source: Hoosh Technology 27% Of all search is image search Source: SEO Moz
  102. 102. Optimize Images • Choose descriptive file name • Use keywords in alt text and description • Size appropriately – small images load faster • Mobile responsive images
  103. 103. SEO EXERCISE – Part 2 Titles and Meta Descriptions
  104. 104. RELATIONSHIPS & REPUTATION You are judged by the company you keep
  105. 105. Links Build Relationships • Internal links – Build domain authority – Shares benefits of one high page rank • Inbound links – Quality not quantity – Reputation by association – Piggy back by posting content on high authority sites • YouTube, PRWeb, etc – • Post content with keyword in the content
  106. 106. Anchor Text • Keyword anchor – Vary phrases for best SEO – Link to longer phrases • Branded Anchor Text – If you are trying to build your name • Branded + Keyword • Avoid generic anchors : – Click Here or Download Now • Naked anchor – Just the URL
  107. 107. REVENUE NOT RANKINGS SEO Drives Traffic – Quality Content Converts
  108. 108. PLAN YOUR REDESIGN Objectives and Outcomes
  109. 109. LET’S TALK ABOUT YOU
  110. 110. Who is Your Ideal Customer • You exist to serve your customers – Target audience – Demographics vs Psychographics – Build a buyer persona • What are their issues? – What makes you uniquely qualified
  111. 111. What Do You Know? • Consumers – Age – Gender – Income / Education – Lifestyle – Geographic Area • Business – Size of Company – Industry / Business Sectors – Age or Business Phase – Geographic Area – Business Objective What are their pain points?How do you help?
  112. 112. Build a Persona
  113. 113. Who Are You? Adventurous, Altruistic, Authentic, Authoritative, Bold, Brave, Calm, Clever, Collaborative, Conservative, Cooperative, Creative, Critical, Current, Dependable. Dynamic, Edgy, Energetic, Feminine, Flexible, Friendly, Funny, Hospitable, Humorous, Innovative, Intellectual, Masculine, Mature, Modern, Mysterious, Playful, Professional, Quirky, Quiet, Rational, Rebellious, Reliable, Savvy, Secure, Serious, Smart, Tough, Traditional, or Warm
  114. 114. VISUAL APPEAL • Colors – What colors appeal to you? – What colors would you like to avoid? • Symbols, Icons and Graphics – What symbols, icons or images are associated with your product or industry? – What mages don’t you want associated with your business?
  115. 115. Brand Associations
  116. 116. Create a Mood Board • Start with a phrase – Warm and welcoming, but crisp and modern.
  117. 117. Collect More Images
  118. 118. Final Product Reflects the Mood
  119. 119. BEFORE YOU START
  120. 120. Basics • Domain name – Login credentials & renewal date • Hosting – Beyond credentials will it be sufficient for new site? • Google account – Evaluate traffic, research key words • Existing website – Credentials and existing content audit. What will you keep?
  121. 121. Collect and Inventory Your Assets • Logo – Transparent version – Single color version • Brand Standards • Photos and video – Make a list of new images you will need – Include stock photography in your inventory
  122. 122. The Words • Review existing content – Identify top performing pages – What’s missing • Review keywords or build new list • Collect existing marketing collateral • Decide who will write new content
  123. 123. DREAM BIG
  124. 124. Look at Other Websites
  125. 125. Look For Different Approaches
  126. 126. Make a Web Design Wish List • Collect URL’s • Features • Styles • Use of media • Landing pages and offers
  127. 127. Build Your Wish List
  128. 128. BEYOND FORM IS FUNCTION
  129. 129. Features • Blog or news and event updates • Subscribe to newsletter • Download content • Brows picture / video gallery and collect favorites • Shopping cart ( approximately how many items)
  130. 130. More Features • Event calendar and registration forms • Members only pages – Password protection or multiple levels of access • Special contact forms – Apply for job – Make an appointment – Upload specifications
  131. 131. Launch Plan • Celebrate! • Send a newsletter • Share on social media • Measure 30, 60 & 90 day results • Adjust and measure again
  132. 132. Important Extras • Malware and spam protection • Routine backup plan • Https certificate
  133. 133. More Extras • Malware and spam protection • Backup serviceScan • Software Update Check • Website Backup Check • Website Traffic and Performance Tracking • Foundational SEO Elements
  134. 134. POST LAUNCH PLANS The work isn’t done
  135. 135. Marketing and Updating • How will – People find out about your website? – You promote the website after launch • Website lifecycle 18 months to 2 years – Prolong the life with frequent updates • Who will be responsible for updates
  136. 136. Questions?

×