Developing the Ultimate Demand Gen Website
•Download as PPTX, PDF•
0 likes•36 views
Your website might be stopping you from ranking properly, reducing your conversion rate, and preventing you from hitting your revenue goals. You’ve known this for a while, but now it’s time to take it seriously. But how do you know when it’s really time for a new site? And what about optimizing your website for search? Should that happen now, or wait until later? If this sounds like your current experience, you’ll want to join our Head of Operations Andrew Seidman on June 7th to discuss the ins-and-outs of developing an SEO Friendly Website. During this Web Clinic, we’ll cover: When to pull the trigger on a new website When (and how) to think about SEO How to choose your CMS
Recommended
More Related Content
What's hot
What's hot (17)
Similar to Developing the Ultimate Demand Gen Website
Similar to Developing the Ultimate Demand Gen Website (20)
More from Digital Reach
More from Digital Reach (17)
Recently uploaded
Recently uploaded (20)
Developing the Ultimate Demand Gen Website
- 1. Developing the Ultimate Demand Gen Website
- 2. Contact: Andrew@digitalreachagency.com | Digital Reach We are a B2B Digital Marketing Agency focusing on demand generation. Companies work with us to: • Increase qualified leads • Track SEO and SEM to ROI • Marketing Automation Support About Us • Search Engine Optimization • Paid Search & Display • Website Redesign • Marketing Automation
- 3. Contact: Andrew@digitalreachagency.com | Digital Reach 1 Why You Need The Ultimate Demand Gen Website 2 Making Sure You Do It Right 3 Crafting the Message On the Agenda
- 4. 4 Why You Need the Ultimate Demand Gen Website
- 5. Contact: Andrew@digitalreachagency.com | Digital Reach Your Website is Ground Zero For any digital initiative – SEO, SEM, ABM, everything – your website is the keystone. • SEO Alignment in architecture, navigation, design, style, and content • Conversions and goals: CRO should be gathering useful data
- 6. Contact: Andrew@digitalreachagency.com | Digital Reach Why It’s Important for SEO Google is evaluating your website constantly for authority, clear signals, and user experience. Are you? • Organic space is shrinking. On-Site SEO needs to be precise • Page Speed • Schema • Internal Linking • Redirects • Security • Mobile Friendliness • “Freshness” is important to Google
- 7. Contact: Andrew@digitalreachagency.com | Digital Reach Why It’s Important for SEM Cost/Conversion is about more than how witty your ads are. Does your website help? • Poorly built websites yield more bounces and fewer conversions • Your SEM Department might be suffering through no fault of their won • Do you have a personalized web experience for your ad groups? How about our ABM target companies?
- 8. Contact: Andrew@digitalreachagency.com | Digital Reach Making it Personal for Your Lead UX Personalization in web experience means consistent themes, messages, and designs that all drive toward a relevant conversion step. • Do you have a single “source of truth” for a set of marketing experiences (emails, ads, search responses)? • Does your website address the right people at the right accounts at the right part of their buyer’s journey? • Do your tests provide insight for what a preferred experience looks like?
- 9. 9 Make Sure You Do It Right
- 10. Contact: Andrew@digitalreachagency.com | Digital Reach Why do website projects take so long? Expectations vs Reality Expectations? • High Quality (content, design, and functionality) • Fast development and completion • Low price The Reality?
- 11. Contact: Andrew@digitalreachagency.com | Digital Reach Why do website projects take so long?
- 12. Contact: Andrew@digitalreachagency.com | Digital Reach What should I expect from a great build? 1. Discovery – as many questions as your development team can think of 2. Content Outline – as detailed a plan as your team can come up with 3. Wireframes – getting a general sense of the layout 4. Initial Content – expanded content in roughly the same sizes and shapes 5. Design – based on the wireframes and content, Design includes layouts for different devices 6. Development – write the code! 7. Final content – drop in the top layer 8. QA – make sure it works! 9. Deployment – host and update the DNS Roadmap:
- 13. Contact: Andrew@digitalreachagency.com | Digital Reach What can delay a great build? • Skipping Discovery • Feedback response time – mutual agreement • Content process failures • Post-approval redirection • Slow Developers • Poor project management It’s too easy for a project to fall off the rails.
- 14. Contact: Andrew@digitalreachagency.com | Digital Reach What about doing it on the cheap? Free WordPress Themes? • You get what you pay for Paid or ‘Premium’ Themes? • Premium themes aren’t created to make your company successful, they are created to make the theme author successful.
- 15. Contact: Andrew@digitalreachagency.com | Digital Reach Pitfalls of a Cheap Site Poor first impressions and experiences • Site visitors make snap decisions • Excessive use of flash effects • Lack of targeting to your audience experience
- 16. Contact: Andrew@digitalreachagency.com | Digital Reach Pitfalls of a Cheap Site Lack of optimization • Lots of plugins = lots of CSS and JS that needs to load • “More Flexibility” often means “More Junk” • Page speed and navigation relies on streamlined web development
- 17. Contact: Andrew@digitalreachagency.com | Digital Reach Pitfalls of a Cheap Site Overly complex management experience • With more fields and options, you’ll require more training, more reviewing, and screwing up becomes easier • Increasingly difficult to manage global brand standards. This can break up consistency of messaging
- 18. Contact: Andrew@digitalreachagency.com | Digital Reach Pitfalls of a Cheap Site Difficult and expensive to maintain, modify, or evolve • Want a small fix? Without clean design and management, small things can cost big dollars • More testing required for every update
- 19. Contact: Andrew@digitalreachagency.com | Digital Reach What are your prospects hoping to experience? Good technical implementation isn’t appreciated, it’s expected. It’s only noticed when it’s absent. • Quick page load • Viewport responsiveness • Elements function as expected A shift in audience expenctations: “I need to learn” vs. “There’s a bug.”
- 21. Contact: Andrew@digitalreachagency.com | Digital Reach Communicate more with less - Global The look and feel of your website is a symbol of your company. • Clear and intuitive navigation • Design that aides in readability and isn’t distracting • Consistent messaging throughout
- 22. Contact: Andrew@digitalreachagency.com | Digital Reach Communicate more with less – Home Page The home page is Grand Central. What does it say? • How will your company help me? • Why should I believe you? • What happens next?
- 23. Contact: Andrew@digitalreachagency.com | Digital Reach Communicate more with less – Secondary Pages The devil is in the details. What happens when someone cares enough to learn more? • Is this information actually valuable? • Are there other pages I should read to learn more? • What happens next? • Do I want to share this?
- 24. Contact: Andrew@digitalreachagency.com | Digital Reach How many cooks are in your kitchen? Content needs a direction, a writer, an editor, and an approver. Anything else is too much. • Direction: Data, Experience, Alignment. • Writer: Technical expertise and knowledge of your voice. • Editor: Experienced and knowledgeable with the product and the consumer experience. • Approver: Executive who can say yes or no. Don’t achieve subtraction by addition!
- 25. Contact: Andrew@digitalreachagency.com | Digital Reach In Summary • Having a great website is a prerequisite for great SEM, SEO, and ABM efforts • Building a website on the cheap has some major consequences • Building a great website fully considers the user’s desired experience • Consistent messaging and experience are critical! • Strengthen and streamline your content process
- 26. Get a second opinion on your SEO & Demand Generation Approach In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now Andrew Seidman Head of Operations Thanks for watching! Email Andrew@digitalreachagency.com or call (415) 857-1263 for more information
Editor's Notes
- We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue. How exactly do we move the needle for our clients? We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.
- Discovery - We have to know what you actually want, and we ask a lot of questions since the equipment to read your minds hasn’t been created yet (this is probably better for all of us). We assume NOTHING (lesson taught by experience). Content general outline (provided by client) - Content is the guardrails that define where the design goes. Wireframes - Developed to provide a very general sense of layout to make sure we are moving in the right direction. Initial content (provided by client) - Expanded content roughly in the same types and amounts expected for the final version. Design - based on wireframes and utilizing the initial content. Designs should include layouts for desktop, tablet, and mobile ideally. Development - writing the code. Final content (provided by client) - incorporated into the site. Quality Assurance & Testing - make sure everything works as expected. Deployment - hosting and DNS updates.
- What can delay a website development project? Skipping discovery phase - This can lead to incorrect assumptions being made that need to be corrected later when the impact on timeline and budget is greater. Communication & feedback response time - This slows the process as later steps are often dependent on the earlier steps being completed fully. The foundation needs to be fully complete before you start building the rooms. Delays in content development - Large structural & quantity changes can also have a big delaying impact as the design/code could possibly need updating to account for different content structures and length. Redirection after approvals - If changes are made after milestone approvals then everything that is based on it needs to be paused. Slow work - Slow or inexperienced designers and developers obviously can have an impact project speed. Poor project management - Poor resource planning and allocation can lead to conflicts that cause delays.
- Wrongly or not, site visitors generate a snap decision about a company based on the websites appearance and functionality. Part of the way premium theme authors lure in buyers is to build a lot of unneeded ‘flash’ into the front ends of the site. Hover treatments, animations, interactions. These can be excellent tools when used properly, and in moderation. Excessive use is great for showing how amazing a coder is at writing their respective languages, but it can make a site intimidating, unintuitive, and buggy. Is the functionality of the theme done in the best way for your specific audience or was it set up for a general audience?
- Premium themes often utilize an extensive number of plugins - each plugin has its own CSS and JS that needs to loaded. Premium themes usually have much larger CSS & Javascript files being loaded to support their ‘all the featured under the sun’ approach. With ‘more flexibility’ comes more file size weight.
- The more input fields and options, the more time needed to make changes More complex to understand and greater skill needed, further limiting who can do what on the site. Page modifications often have a trial by error approach, “if I change this what happens, nope, let’s try something else.” Difficult in maintaining global brand standards on site. When there are font, color, and other settings on every element it makes it extremely difficult to maintain consistency across a website. A quick shortcut here, a compromise there, and after time you end up with a site that fails to present a clear and consistent brand standard and user experience.
- Premium themes are not engineered to be modified at a code level, Their organization often only makes sense to the original author. Given all the flexibility baked into premium themes, their code is often excessively complicated, which makes modifications much more time consuming as it has to be tested in so many more possible configurations. Changes can easily have undesired impact because of unexpected interaction with other site code.
- Quick page load Numerous studies have shown that speed improvements to a site can directly impact and increase conversion. SEO - Yes, Google cares if your site is fast or not. Viewport responsiveness SEO - Since 2015 Google has indicated they will favor mobile responsive sites over desktop only. Access - in general more people access the web via mobile then they do with desktop. Elements function as user thinks they should Is it clear what users should interact with and what not too. Shift in audience thinking in recent generations from Doesn’t work as expected > I need to learn — to — Doesn’t work as expected > the site/app doesn’t work right