Need a great website for your business or organization, but don't have a huge budget? Feel like you're getting the runaround when you talk to web developers about your project? This non-technical course teaches business professionals how to develop and maintain a high quality web site within tight budget constraints. Study budgeting, vendor selection, technology and design evaluation, content development, promotion, online/offline marketing integration, and success measurement. Understand the process, ask the right questions, get or design the best web site for your budget.

1. Katherine Chalmers
Big Business Websites for
Small Budgets

2. We hear the
same old story
over and over…

3. I hired a web developer
who was:
a) some guy I found online from
India/Ukraine/Memphis/Florida
b) a friend's kid home from college
for the summer
c) a local part-time programmer
who I heard from someone
might be pretty cheap

4. For a 10 page website he charged:
a) $50
b) $250
c) $1,000
d) $2,500
e) $7,500

5. Now, there are problems.
a) I can't update anything
b) Something on the page is broken
c) It doesn't work right on mobile
d) It doesn't appear in search engines
e) It's hideously ugly and outdated
f) I got a cease and desist letter saying
that all the images are stolen

6. The developer won’t help because…
a) He wants a *lot* more
money to make changes
b) He won't take my calls
c) He's flaked/disappeared; no
one knows where to find him
d) He's a jerk and I hate him
e) All of the above

7. It doesn’t have to be this way
Option 1
• Spend a lot more and
hire a really great
marketing agency or
an experienced digital
marketing pro
Option 2
• Learn how to manage
web projects better –
what you need, what
questions to ask, or
even how to do it
yourself

8. Class Overview
1. How will you use your site?
2. Whom will you reach on your site?

9. How will you use your site?
Your digital marketing plan

11. Online/Offline Marketing Integration
• Include Web address everywhere!
– advertisements, direct mail, brochures,
business cards, email signatures, fliers, etc.
• Mini-sites & landing pages
– Create custom pages to support specific marketing campaigns
• Capture sales leads online
– Info request forms, live attendant chat, etc.
• Channel extranets/sales intranets
• Market research

12. The rise of inbound marketing
• Driven by search and Internet self-service
– 50-70% of purchase decisions made before sales engaged
• The art of making it easy for prospects to
– Find your company
– Learn about your products
– Prefer your products and your company
– Be ready to engage with sales

13. Integrating Email Marketing
• Benefits
– Drive additional traffic to your Web site
– Build credibility and top of mind awareness among your
customer/prospect audience
– Leverage content development across both
– Very inexpensive to implement

14. What marketing automationdoes
Engagement
campaigns
Web tracking &
personalization
Forms &
landing pages
Content
tracking
Lead nurturing
etc.
Reports

15. How to maximize your budget
Squeeze the turnip

16. The Fundamental Rule of Marketing
CHEAP
FAST
GOOD
(Choose two)

17. Maximizing Quality; Minimizing Cost
• Knowledge
– The more you know the better your decisions
• Planning
– Avoid costly changes and mistakes
– Increase long term effectiveness
• Spend wisely
– Consider long-term impact & cost
• Vendor selection
– Find bootstrap vendors and free/low-cost tools

18. Plan for Success
• Why do you need a Web site?
• Who are your audiences?
• How will the site fit into your overall marketing plan?
• What other functions do you need your site to do?
• What about your competitors?

19. What do you need for a website
• Sales/Marketing Strategy
• Domain
• Hosting
• Wordpress
• Theme (design)
• Plugins
• Content

20. Big marketing, small budget rules
Omit
– Seriously? Are you sure you need it?
Delay
– Can you add it inexpensively later?
Be flexible
– Do not build if you can inexpensively buy
– Do not buy if you can inexpensively license
Don’t be cheap where it counts most
– Spend generously for long term value

21. Understand the technology
Just the basics

22. What you need What it is Where you get it
Domain name
The name of your website
mydomain.com
Domain registrar
Web server
Where your website lives on the web
(a physical or cloud server)
Web hosting provider
Content Management
System (CMS)
A program on your web server that allows
you to enter content for your pages and
posts. The content is stored in a database.
Upload and install on server
or 1-click install from host
DNS Registry
A lookup table that connects your domain
name with the IP address of your web server.
(The MX record points to your email server)
Manage in your domain
registration account
FTP
Connection protocol that allows you to
upload files directly to your server.
Web hosting provider

23. Selecting a domain name
• Try the one you want
– Namevine.com
• Get ideas
– BrandBucket.com
– NameMesh.com
– Dotomator.com
Before you decide
• Is it easy to spell?
• Are the social handles available?
• Does it fit your brand?
• Check trademark at USPTO.gov

24. What if the Domain I Want is Taken?
• Check Whois
• Select a similar name
– go, hq, lets, get
• Choose another version
– .co .net .io .fm
• Backorder a domain
– Common service at registrars
• Acquire a domain
– Who owns it? Make an offer!
– Snapnames.com
– Sedo.com

25. See domains backend

26. Web hosting
• What is hosting and why you need it
– Why Internal hosting is usually stupid!
• Types of hosting plans
– Shared, virtual servers, co-location, free
– IT guy’s internal server? (NO, NO, NO, NO, HELL NO!)
• My hosting recommendations
– MediaTemple.net, Bluehost.com
• FTP software recommendations
– Transmit (Mac), WS-FTP Pro (PC)

27. Cheap hosting is EXPENSIVE
• Downtime, slow response impacts revenue
• Downtime, slow response impacts SEO
• Bad support costs you money
• Security and malware attacks
• Potential spam blocking and blacklisting

28. What to look for in hosting provider
• Hosting account types
– Shared, VPS, managed, dedicated, co-location
– Cloud, grid, reseller
• 10GB disk space/100 GB should be enough resource
• 24/7 telephone and chat support!
• Easy to use control panel
• FTP access, databases, email accounts
• Doesn’t degrade women or kill elephants!

29. Media Temple

30. cPanel

31. See Media Temple Backend

32. CMS: Wordpress
• It’s free, open source, software, 1-click install
• It powers 25% of the web; 59% CMS marketshare
• 44K plugins with 1.2 billion downloads
• It works for sites A LOT bigger than yours
– New York Times, TED, CNN, Major League Baseball
– People Magazine, Forbes, National Geographic
• Modular model-view-controller architecture
• Wordpress.com vs Wordpress alone
Source: ManageWPblog, MarketingLand

33. CMS: Hubspot
• Integrated marketing automation platform
• Free CRM and SFA add-on software available
• Limited add-ons and templates
• Out of the box lead management

34. Drupal and Joomla
• IT guys love them them; many marketers hate them
• They can do nearly anything you program them to do
• If you want them to do nearly anything, you have to
program them to do it
• Smaller user bases; fewer plugins and templates
• AVOID if you don’t know PHP or don’t want your
marketing programs bottlenecked the IT department

35. Website builder platforms
• WYSIWYG website builder
and hosting platform
• Closed, proprietary system;
automatic updates
• Centralized email support
• Defined service packages

36. Start with your brand
Who are you?

37. Do you have a branding/design guide?
• Brand essence
• Key attributes & personality
• Customer segments & personas
• Value propositions by segment
• Standard descriptions
• Logos (including vector format)
• Color palette
• Typography

38. Brand attributes

39. Who are your audiences?
• Prospects
• Customers
• Employees
• Partners
• Media
• Investors
• Community

40. Buyer’s Journey
Source: Akoonu

41. Your logo
• Do you have editable source
files for your logo?
– EPS, AI, PSD (not flattened)
• Does it work in 1 color and
reverse formats?
• Do you have horizontal and
vertical versions?
• Do you know/have the font?
Source: 99designs.com and Fiverr.com

42. Select your colors
Source: ColorPalettes.net

43. Color Palette & Fonts
Selecting PMS colors
and specific fonts
helps you keep your
branding consistent
online and offline

44. Select your typeface

45. Preparing your content
Content is king!

46. Preparing Your Content
• Consistent, targeted branding
• What should you include?
– Check competitors, analyze sites you like,
ask friends and colleagues
• Organizing the content
– Two-click rule
– Content development plan
– Flexible navigation structure

47. Site Map: Organizing Your Content

48. Page Content Guidelines
• Company
– Background, management, investors, clients, careers,
locations/contact
• Solutions/Products
– Primary selling area of the site
• Services
– Customer service, professional services
• Partners
– Program overview, directory, extranet login

49. Page Content Guidelines
• News
– Releases, headlines, events, awards, press kit
• Contact us
– Link on every page
• Information request form
– Link on every page
• Site map/search
• Explainer/demo videos

50. Blog Content Guidelines
Source: DigitalMarketer.com/blog-post-ideas

51. Repurposing Content
Source: WebDam.com

52. Setting up your site
Getting online!

53. Effective Design and Navigation
• Design for your audience
– Technical considerations
• Download speed, browser compatibility, colors, page size
– Usability considerations
• Demographics and expectations
• Section 508 compatibility requirements
– Branding considerations
• Design quality, style, consistent branding

54. Page Layout Grid

55. Page Layout

56. Select a theme

57. Where to get themes
• Wordpress.org/themes
• ElegantThemes.com
• ThemeForest.com
• DIYthemes – Thesis framework
• StudioPress – Genesis framework

58. Popular Plugins
• Akismet
• Broken Link Checker
• Contact Form 7
• Discus comments
• Gravatar
• Jetpack
• MailChimp
• Olark chat
• Sucuri security
• SumoMe
• W3 Total Cache
• WooCommerce
• WooCommerce Memberships
• Wishlist member
• Yet Another Related Posts
• Yoast SEO

59. Divi Builder

60. WooCommerce

61. See Wordpress Backend

62. Promoting your site
Share with the world

63. Why SEO is crucial

64. So how do you get to the top?
• Relevant keywords
• Relevant titles
• Relevant, respected inbound links with keywords
• Reputation and credibility
• Social media engagement
• Fresh content

65. Keywords
• Relevant to the
search or content
• Specific, not
general
• Interlinked onsite
and offsite

66. Integrated Marketing
Web site
Social, promos,
public relations
Email, nurturing

67. Online/Offline Marketing Integration
• Include Web address everywhere!
– advertisements, direct mail, brochures,
business cards, email signatures, fliers, etc.
• Mini-sites & landing pages
– Create custom pages to support specific marketing
campaigns
• Capture sales leads online
– Info request forms, live attendant, etc.
• Channel extranets
• Market research

68. Integrating Email Marketing
• Benefits
– Drive additional traffic to your Web site
– Build credibility and top of mind awareness among your
customer/prospect audience
– Leverage content development across both
– Very inexpensive to implement
• Getting Started
– Create a dedicated page for your ezine
– Promote your ezine throughout your site
– Archive issues online

69. Basic Online Site Promotion
• Effective page creation
– META tags, ALT tags, well-written copy
• Search engine submission
– Submit-it, hosting company, registrar
• Reciprocal links
– Friends, customers, partners
• Targeted online ads
– Overture, Google, banner ads, ezine ads, etc.
• Public relations
– Press releases, byline articles, mentions

70. Hiring a web developer
Getting help

71. Selecting a Web Developer
• First, evaluate the skill sets you’ll need
– Strategic Marketing
– Graphic Design
– Web Design and User Interface Planning
– Programming
– Copy Writing
– Customer Service
• Then, select the team to match your needs

72. How to Save on Web Development
• Know what you want
– Designstyles, colors, functionality
• Providemarketing source files
– Existing stylesheets & collateral
– Colors, fonts, logo files, etc.
• Make self-serviceupdates an option
– Use templates and consider basic content management software
• Use off-the-shelf softwareand scripts!
• Limit Flash
• Pre-plan content and marketing integration

73. 10 Questions to Ask
• What is your approach to Web design?
• In which services does your firm specialize?
• What technologies will you use to create my Web site?
• Can you show me samples of sites you have designed?
• Do you have experience in my industry?
• How experienced are the people who will work on my
project?
• What is the process for updating the site?
• How often do you work on projects in my budget range?
• What are your payment terms for initial development and
maintenance?
• Will I get all of the source files needed to maintain and
revise the site, including all editable graphics files such as
Photoshop, Illustrator, or Fireworks files?

74. 5 Things to Make Sure You Get
• A detailed specification for the site and its features before any design
or programming begins
• A clear site map to illustrate the content organization
• All of the source files relating to your site, including original graphics
files. (Usually Photoshop, Illustrator, or Fireworks files. They are
crucial for maintaining your site cost-effectively.)
• The server requirements you need for hosting the site
• A clear, concise contract that outlines all work to be done, testing and
acceptance criteria, copyright issues, all charges associated with the
project, and payment terms

75. Planning your budget
• Domain registration & hosting
• Premium theme, stock images, plugins
• Copywriting and content development
• Email, marketing automation services
• Professional services
– Web design, search engine optimization

76. Measuring Success
• Revenue!
– Online orders, sales leads, inquiries
• Traffic!
– Visitors, click-thrus, downloads, surfing time
• Media coverage!
– Inquiries, mentions
• Glory!
– Fame and fortune for your department

77. Resources
Software & training
• Adobe Creative Suite
• AppSumo.com
• Lynda.com
Freelance & Crowdsourcing
• Fiverr.com
• Upwork.com
• 99designs.com
Design & templates
• ColorPalettes.net
• Dreamstime.com
• ElegantThemes.com
• iStockPhoto.com
• StockUnlimited.com
• Google Fonts/Adobe Typekit
• FontSquirrel.com

78. Resources
Domain Registrars
• Hover.com
• Network Solutions
• UltraCheapDomains.com
Hosting
• Bluehost.com
• MediaTemple.com
Themes
• Wordpress.org/themes
• ElegantThemes.com
• ThemeForest.com
• DIYthemes.com
• StudioPress.com

79. Resources
Software & training
• Adobe Creative Suite
• AppSumo.com
• Lynda.com
• Transmit, WS-FTP
Freelance & Crowdsourcing
• Fiverr.com
• Upwork.com
• 99designs.com
Domain Registrars
• Hover.com
• Network Solutions
• UltraCheapDomains.com
Hosting
• Bluehost.com
• MediaTemple.com

80. Contact
• Katherine Chalmers
@kathchalmers
katherine@velocitymarketing.com
571.302.4040