The document discusses strategies for website design and marketing, including turning visitors into students and alumni, focusing on customers rather than sales or products, understanding customer needs and calls to action, keeping content simple and relevant, and using trends like mobile-friendly design, conversational tone, geo-targeting, and re-marketing. The presentation also emphasizes the importance of knowing customers well in order to guide them effectively through a website.

1. Website Design and Marketing
To turn visitors into students and students into happy students
and happy students into grad students and grad students into
alumni and alumni into profs.
Presented by Lindsey Fair

2. Campaign Thinking
To convince ...
To ...
Instead of ...
Because ...

3. Customer Centric Companies See Higher ROI
Companies that saw ROI by company focus
21%
44%
21%
9%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Sales focused Customer focused Product focused Marketing focused

4. Why, Who & What

5. Know Your Customer

6. Bits & Pieces

7. What is the call to action?
Does the customer know that?

8. What are they
looking at / for?

9. If you’re customers don’t
know where they’re going,
any click will take them to
your competitor who will
show them the way.

10. Make it Simple! Every customer should get what they
came for in the shortest amount of time. The trick is knowing
what they came for.

11. Content

13. Mobile
Mania

14. Trends

15. Trends: Decoration Relevancy

16. Trends: Conversational Content

17. Trends: Countdowns

18. Trends: GeoTargeted Content

19. Trends: GeoRelevance

20. Hyper-Personalization

21. Trends: Re-Marketing

22. Steps to Creating a Website