The document outlines essential web strategies, emphasizing web goals, marketing, and analytics. It covers topics such as the importance of funnel optimization, choosing the right CMS, and common web mistakes to avoid. The content serves as a guide for businesses to effectively grow and maintain their online presence.

2. INTRODUCTION
• Who the heck is this guy?
• Why the heck am I here?
• Kicking web what?
• Who the heck are you?

3. TOPICS
• Web Goals – The Mouse
• Website – The Mouse Trap
• Web Marketing – The Bait
• Analytics – The Test
• Web Mistakes – The Bad

4. WEB GOALS
• What are your business/web
goals?
• B2C versus B2B
• Who are you targeting?
• Services versus Products
• Lead Generation versus Sales
• The Funnel

5. •NEED FUNNEL GRAPHIC
FuN WITH
FUNNELS B2BB2C
Social Media - Blogs -
SEO Affiliates - Display
SEO - SEM – Display
Print - Tradeshows
Visitors Visitors
Landing Page > Contact FormProduct Page > Cart
LeadsSales
GOALS

6. TIPS + LINKS
• Legalzoom – legalzoom.com
• Affiliate Program – osiaffiliate.com
• Lead Generation – hubspot.com
• Coworking – kleverdogcoworking.com
• Keep your eye on the prize!
• Know where your customers hangout!
• Optimize your funnel

7. THE WEBSITE
• Functionality versus Design
• Size Matters
• Designer versus Developers
• Maintenance
• Planning for Growth
• CMS Systems

8. •NEED DESIGNER VS DEV
GRAPHIC
RIGHT VS LEFT
BRAIN
The Creatives The Analytics
Weapons: Photoshop - Illustrator -
HTML - CSS - jQuery - UX - UI - CMS
Assignments: Theming – Ads -
Branding Wireframes - Design
Weapons: PHP - MySQL - Apache -
Linux – Python - ROR- Objective C -
Java
Assignments – Applications - Custom
Modules - CMS Customizations

9. WEB GROWTH
• Maintenance
• Web Roadmap
• Maintenance Budget
• Development Budget
• Hiring a web guy person
• Maintain ROI

10. CMS SYstems
• Wordpress – Brochure / Informational
• Drupal – Heavy Content / Application
• Magento – Heavy Ecommerce
•Custom – PHP Frameworks, ROR, etc
• Mobile – iOS, Android, HTML5
• Others – OS Cart, Joomla, Etc.

11. WEBSITE TIPS &
LINKS• Wordpress - wordpress.org
• Drupal – drupal.org
• Magento – magentocommerce.com
• Themes – themeforest.net
• Developers – elance.com, guru.com, etc
• Mobile – phonegap.com
• Learning – lynda.com, kleverdogacademy.com
• Server Related –
pingdom.com, newrelic.com, cloudflare.com
• You get what you pay for! (Customization cost!)
• Start small!
• Plan before you build! (SEO, Functionalities etc)
• Be Detailed!

12. WEB MARKETING
PLAN
• Traffic! Traffic! Traffic!
• SEO versus SEM
• Blogs and Content
• Display Ads
• Social Media

13. SEARCH ENGINE
OPTIMIZATION
• Keywords
• Meta Info – Title + Description
• Helpful Content (Guides, How to)
• Viral Content (Videos, top 10s)
• Links – Internal versus External
• Multiple Mediums (Text, Audio,
Downloads, Video)

14. SEM + DISPLAY
• Start small first on SEM
• Search vs. Network Search vs.
Content
• Display - Doubleclick Adplanner
• Affiliate Programs
• Direct Ads to Blogs/Content Sites

15. GET SOCIAL !
• Facebook
• Twitter
• Pintrest
• Tumblr/Blog
• Industry Forums
• Youtube/Vimeo

16. MARKETING TIPS &
LINKS• Pinterest – pintrest.com
• Tumblr – tumblr.com
• SEO – searchengineland.com, seomoz.com
• Social Media Tools – tweetdeck.com, sproutsocial.com
• SEM – adwords.com, adcenter.microsoft.com
• Competitor Analysis – keywordspy.com, compete.com
• Display – google.com/adplanner, buysellads.com
• Be Social – blog, social media, etc.
• Know people in your industry
• ROI, ROI, ROI
• SEO everything – meta, meta, meta, links, links, links

17. ANALYTICS +
OPTIMIZATION
• Google Analytics
• Goals
• Competition Metrics
• Conversion Optimization

18. METRICS THAT MATTER
• Visits versus Page Views
• Bounce Rate
• Traffic Sources
• Web Queries
• Conversion Rate
•Completions + Conversions

19. Conversion
Optimization
• Split Testing – Web Optimizer
• ROI on Marketing
• Optimize Landing Pages
• Scaling Campaigns
• Monitoring

20. ANALYTIC TIPS &
LINKS• Google Analytics - google.com/analytics
• SEO – seoengineland.com, seomoz.com
• Google Blog – analytics.blogspot.com
• Track Track Track
• Tag Campaigns and all sources
• Monitor regularly

21. TOP 10 WeB MISTAKES
1. Trying to be a designer or trying to be cool
2. Being complacent
3. No web budget (Security / Maintenance)
4. Going too big on web (Too many features)
5. Not looking at the data
6. No voice - no community
7. Lack of educational effort
8. Not focusing on goals
9. Not using customers view
10. Changing things on the fly

22. WEB CASE STUDY