The document outlines the importance of effective web management for small businesses, emphasizing the need for a well-designed website that meets customer needs and aids in communication and online sales. Key considerations include understanding business goals, ensuring ease of navigation, and presenting accurate and engaging content. It also touches on the costs associated with web development and the importance of a design brief to guide the process.

1. How to
Untangle the Web
Jonathan Guy
SEO Professional & Chartered Marketer
Halton & Warrington Business Fair 2015
Thursday 5th November, Select Security Stadium

2. Marketing is…
The management process
responsible for identifying,
anticipating and satisfying
customer requirements
profitably.
The Chartered Institute of Marketing

3. How does it all work?
Internet
navigation
Search engines
email
web
Google

4. What is important ?
 Understanding your business needs
 Knowing what you want to communicate or sell
 Having a site that works.

5. Why does it matter to small business?
 Your shop window
 Allows you to compete in a wider market
 New customers
 Existing customers.

6. Why does it matter to small business?
 Product/service information
 Online selling
 Effective communication and awareness
 Biggest growing area of marketing expenditure.

7.  Well planned
 Well presented
 Accurate and current
 Simple
 Informative
 Easy to navigate.
Making it work – key points

11.  Search option
 Quick and easy to use
 About us
 Contact us – on every page
 Images
 Bullet points
 What clients say section
 Privacy policy.
A good web site – example

12. FREE!
Features &
Benefits
More
benefits
Simple
proposition

13. What
people say
FREE!
(again)

14. Features
Images
Simple
bulleted
list

15. FREE!
(again)
About Us
& Privacy Social

16. e-commerce
 Guarantee section
 Returns/refund policy
 Security.

17. Security

18. Security,
guarantees
& refunds

19. How to get started
 Think about service users needs
 What do you want it to achieve?
 Think about text
 Do you want an online brochure?
 Do you want an interactive site?

20. Content Length and Ranking
http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/
For all of these graphs, our
content length data does not
include any html, css, or
javascript, but it does contain
the text found in sidebars, which
could inflate the data slightly
compared to just looking at the
main content area.

21. How to get started
 Make sure it reflects your brand
 Look at other web sites
 What results do you want it to deliver?
 How will you measure these?

22. How much does it cost?
 Depends on site and complexity
 Level of interaction
 No of pages/images
 Does not need to be expensive – get a quote.

23. You decide on the cost £50,000 or £500

24. Or free….

25. What next?
 Web sites require technical skills
 Consider what you want
 Write a brief for a designer.

26. Workshop – design brief
 Describe your business in one paragraph
 Key objectives
—Selling
—Communication
—Results

27. Workshop – design brief
 Consider
—What makes a good user experience
—Style/brand
—Interactive/static site
—Links to other sites
—How does a web site fit with your other methods of
communication?

28. Remember…
…the web is just one tool in your
marketing kit.

29. To find out more go to
www.cimmarketingexpert.co.uk