Does your website turn visitors into leads, or does it turn them away? Your website can be the best tool you have to help your organization bring in leads and close new business, but only if it is optimized effectively. This web seminar covers: • Marqui's approach to website optimization • Live expert optimization of 3 selected attendees’ websites including: analysis of the websites’ usability, search engine visibility and calls-to-action

1. Live Website Optimization Webinar
Wednesday April 14th, 2010
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2. Go-To-Webinar Controls
• Click the button with the
arrows to minimize your
GoToWebinar controls
• Type your questions for us
into the box at the bottom
and press Send
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3. Agenda
• Marqui’s Approach to
Website Optimization
• Live Reviews
• Conclusions
• Q&A
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4. Marqui’s Approach to Website Optimization
SEO, Keywords, Social Media, RSS,
Attract & Engage Fresh Content, Blog
Landing Pages, A/B Split Tests, Form
Capture Builder, Secure Sections, Marketing
Database, Google Website Optimizer
Nurture
Qualified
New
Customer
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5. Website optimization process
1. Have clear, measurable objectives for your site
2. Understand your audience and their needs
3. Consider design and usability
4. Cover the on-page SEO basics
5. Create reasons to return / engage
6. Keep the site evolving and content fresh
7. Measure and improve
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6. Live Assessment One
Company: Layfield Group
URL: http://www.layfieldgeosynthetics.com/
Site Objectives:
• To Promote and provide information for their main product line of
geosynthetics, industrial fabrics, and polyethylene film for
construction.
• Provides quote requests on specific products
Customers:
• Contractors & Builders
• Distributor & Retailers
• Owners & End Users
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7. Homepage Links and Dynamic Content
No
dynamic
content
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8. Hidden Calls-to-Action
Logo should link to
homepage
Navigation
Level
Hidden calls-to-
action
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9. Live Assessment Two
Organization: Alfred State College
URL: http://www.alfredstate.edu/
Site Objectives:
• To Promote Alfred State College as a public, coeducational, two- and four
year, nonsectarian college of approximately 3,300 undergraduates.
• To Recruit new students and alumni while engaging current students and
staff
Visitors:
• Prospective students
• Current students
• Alumni
• Faculty and staff
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10. Information Architecture
Search analytics
Good use of RSS
feeds
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11. Breadcrumb Navigation and Title Tags
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12. Title Tags, Meta Tags and Google Search
<meta description = “”>
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13. Live Assessment Three
Organization: O-Two Medical Technologies
URL: http://www.otwo.com/
Site Objectives:
- To promote O-Two as a world leader in the development of
emergency respiratory care devices
- To encourage online purchases of their product line through an
ecommerce model
Customers:
- Emergency Medical Services
- Hospitals
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14. Navigation Usability
Text or alt
tags
Non-clickable
navigation
Javascript
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15. Typography and Formatting
Typography and
left formatting
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16. Live Assessment Four
Organization: BridgeWave Communications
URL: http://www.bridgewave.com/
Site Objectives:
• To capture leads and promote sales of BridgeWave’s line of wireless
solutions
Customers:
• BridgeWave delivers highly-reliable, cost-effective gigabit wireless
solutions for enterprise, service provider, and government metro
Ethernet networks, including municipal and military applications
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17. Keyword Relevance
RSS and social
media/dynamic
content
Soft call-to-action
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18. Optimized Calls-to-Action and Forms
Unnecessary form
fields
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19. Form Testing
A/B split test
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20. Conclusions
• Proper Title and Meta Tags are a key element for getting found by
search engines
• Both soft AND hard calls-to-action are important for lead
generation and should be located on each page
• Dynamic, Keyword-rich content is essential to get both search
engines and visitors to return to your site
• Navigation Usability and Information Architecture are essential for
an optimized user experience
• Form testing is an important way to optimize your website
conversions
• Remember your visitors use multiple channels to consume
information. Are you utilizing all the available channels to engage
with your customers?
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21. Questions?
Richard Sharp, VP Marketing
richard.sharp@marqui.com
604.484.8543
Jeff Hall, Marketing Consultant
jeff.hall@marqui.com
604.484.8531
Feedback or questions? Connect directly or via Twitter @Marqui_CMS and @richardmsharp
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