Making your Website Work (Harder)

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The document discusses how to make a website more effective at generating sales. It recommends focusing website content on existing and potential clients, improving usability, and using search engine optimization and marketing to drive qualified traffic. Regular analysis of metrics is also advised to measure return on investment from the website. The overall goal is to leverage a company's online presence as an active salesman.

Technology Business

Making your Website Work
(Harder)
Tim Hay-Edie
November 11, 2010

14/C, Kimley Commercial Building, 142 Queen’s Road Central, Hong Kong
[t] 2810 1110 [e] info@pilot.com.hk [w] www.pilot.com.hk

the current webscape:

blogging platforms English social media English video sites

website
Chinese video sites

organic search

industry forums
business directories

sponsored search other Chinese social media

© Pilot 2010 www.pilot.com.hk
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usability:
1. broken usability

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usability:
2. bad usability

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usability:
3. best practice usability

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basic assumptions:
1. you all have a website

website

CMS

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basic assumptions:
1. you all have a website

2. you are all salesmen
existing clients potential clients

website

CMS

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basic assumptions:
1. you all have a website

2. you are all salesmen
existing clients
3. you all use Google

website

CMS

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1. you all have a website:

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1. you all have a website:
• what is your website for?
• who is visiting it?
• what do they want?

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1. you all have a website:
• what is your website for? (what are your objectives?)
to generate sales (or leads)

• e-commerce
• web enquiries
• downloading PDF brochure

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1. you all have a website:
• what is your website for?
to generate sales

not to simply generate trafﬁc

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1. you all have a website:
• who is visiting?
potential clients only? mix?
B2B or B2C?
in work or leisure time?
English language only? Chinese? Other?

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1. you all have a website:
• who is visiting?

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1. you all have a website:
• who is visiting?

expected visitors by user group value to business by user group

newbies 1st time
orphans 10%
5% 15% 5%
15%
35%
newbies returning 15%
20%
sophisticated 1st time 5%
sophisticated returning 20% 10% 45%
high net worth individuals

© Pilot 2010 www.pilot.com.hk
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1. you all have a website:
• what do they want?
content?
conﬁdence?

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1. you all have a website:
• what do they want?
content? information or solutions?

• take-aways (PDFs, printable pages, etc.)
• usability

conﬁdence?

• design

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1. you all have a website:
• what do they want?
• usability

you can deconstruct your
existing site using usability
analysis best practice

© Pilot 2010 www.pilot.com.hk
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2. you are all salesmen:

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2. you are all salesmen:
• it is easier to sell to existing customers than to prospects
• referrals are the easiest prospects to convert

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2. you are all salesmen:
• focus your energies with existing clients and referrals

send 2 friend

newsletter
sign-ups
website enquiries
referrals

@
EDMs CMS contacts

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2. you are all salesmen:
• something on newsletters:
short
mature
attachment free
relevant
timely

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2. you are all salesmen:
• then look at complimentary content sites

newsletter
sign-ups
website enquiries

@
EDMs CMS contacts

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:

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2. you are all salesmen:
• you must have a marketing strategy
team in place
themes / scope
deadlines
review analytics

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3. you all use Google:

© Pilot 2010 www.pilot.com.hk
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3. you all use Google:
• do you exist?
• who is your competition?
• are you SEO?
• do you SEM?

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3. you all use Google:
• do you exist?
search by your name
search by your company name
set up Google alerts

© Pilot 2010 www.pilot.com.hk
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3. you all use Google:
• do you exist?
search by your name
search by your company name
set up Google alerts

© Pilot 2010 www.pilot.com.hk
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3. you all use Google:
• who is your competition?
search by your services
search by competitor’s company name
set up Google alerts

© Pilot 2010 www.pilot.com.hk
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3. you all use Google:
• are you SEO?
the 3 main inﬂuences on search ranking are:

1.keyword relevance and density
2.inbound links
3.website structure

© Pilot 2010 www.pilot.com.hk
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3. you all use Google:
• are you SEO?

blogging platforms English social media English video sites

website
Chinese video sites

organic search

industry forums
business directories

sponsored search other Chinese social media

© Pilot 2010 www.pilot.com.hk
45

3. you all use Google:
• do you SEM?
search term

organic result
paid result
© Pilot 2010 www.pilot.com.hk
46

3. you all use Google:

contextual CPC ads based
on search query

© Pilot 2010 www.pilot.com.hk
47

3. you all use Google:
• do you SEM?

ads by Google (contextual ads based on web content) Facebook ads
(based on demographics of user)

© Pilot 2010 www.pilot.com.hk
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3. you all use Google:
• do you SEM?

© Pilot 2010 www.pilot.com.hk
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in conclusion:

© Pilot 2010 www.pilot.com.hk
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in conclusion:
• to make your website your best salesman
focus on:

1.valuable content
2.usability
3.consistent design
4.qualiﬁed trafﬁc

ongoing reporting & analysis for ROI

© Pilot 2010 www.pilot.com.hk
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in conclusion:

newsletter
sign-ups
website enquiries

@
EDMs CMS contacts

© Pilot 2010 www.pilot.com.hk
52

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Making your Website Work (Harder)

1. Making your Website Work (Harder) Tim Hay-Edie November 11, 2010 14/C, Kimley Commercial Building, 142 Queen’s Road Central, Hong Kong [t] 2810 1110 [e] info@pilot.com.hk [w] www.pilot.com.hk

2. the current webscape: blogging platforms English social media English video sites website Chinese video sites organic search industry forums business directories sponsored search other Chinese social media © Pilot 2010 www.pilot.com.hk 2

7. basic assumptions: 1. you all have a website 2. you are all salesmen existing clients potential clients website CMS © Pilot 2010 www.pilot.com.hk 7

8. basic assumptions: 1. you all have a website 2. you are all salesmen existing clients 3. you all use Google website CMS © Pilot 2010 www.pilot.com.hk 8

10. 1. you all have a website: • what is your website for? • who is visiting it? • what do they want? © Pilot 2010 www.pilot.com.hk 10

11. 1. you all have a website: • what is your website for? (what are your objectives?) to generate sales (or leads) • e-commerce • web enquiries • downloading PDF brochure © Pilot 2010 www.pilot.com.hk 11

12. 1. you all have a website: • what is your website for? to generate sales not to simply generate trafﬁc © Pilot 2010 www.pilot.com.hk 12

13. 1. you all have a website: • who is visiting? potential clients only? mix? B2B or B2C? in work or leisure time? English language only? Chinese? Other? © Pilot 2010 www.pilot.com.hk 13

15. 1. you all have a website: • who is visiting? expected visitors by user group value to business by user group newbies 1st time orphans 10% 5% 15% 5% 15% 35% newbies returning 15% 20% sophisticated 1st time 5% sophisticated returning 20% 10% 45% high net worth individuals © Pilot 2010 www.pilot.com.hk 15

17. 1. you all have a website: • what do they want? content? information or solutions? • take-aways (PDFs, printable pages, etc.) • usability conﬁdence? • design © Pilot 2010 www.pilot.com.hk 17

18. 1. you all have a website: • what do they want? • usability you can deconstruct your existing site using usability analysis best practice © Pilot 2010 www.pilot.com.hk 18

20. 2. you are all salesmen: • it is easier to sell to existing customers than to prospects • referrals are the easiest prospects to convert © Pilot 2010 www.pilot.com.hk 20

21. 2. you are all salesmen: • focus your energies with existing clients and referrals send 2 friend newsletter sign-ups website enquiries referrals @ EDMs CMS contacts © Pilot 2010 www.pilot.com.hk 21

22. 2. you are all salesmen: • something on newsletters: short mature attachment free relevant timely © Pilot 2010 www.pilot.com.hk 22

23. 2. you are all salesmen: • then look at complimentary content sites newsletter sign-ups website enquiries @ EDMs CMS contacts © Pilot 2010 www.pilot.com.hk 23

38. 2. you are all salesmen: • you must have a marketing strategy team in place themes / scope deadlines review analytics © Pilot 2010 www.pilot.com.hk 38

40. 3. you all use Google: • do you exist? • who is your competition? • are you SEO? • do you SEM? © Pilot 2010 www.pilot.com.hk 40

41. 3. you all use Google: • do you exist? search by your name search by your company name set up Google alerts © Pilot 2010 www.pilot.com.hk 41

42. 3. you all use Google: • do you exist? search by your name search by your company name set up Google alerts © Pilot 2010 www.pilot.com.hk 42

43. 3. you all use Google: • who is your competition? search by your services search by competitor’s company name set up Google alerts © Pilot 2010 www.pilot.com.hk 43

44. 3. you all use Google: • are you SEO? the 3 main inﬂuences on search ranking are: 1.keyword relevance and density 2.inbound links 3.website structure © Pilot 2010 www.pilot.com.hk 44

45. 3. you all use Google: • are you SEO? blogging platforms English social media English video sites website Chinese video sites organic search industry forums business directories sponsored search other Chinese social media © Pilot 2010 www.pilot.com.hk 45

48. 3. you all use Google: • do you SEM? ads by Google (contextual ads based on web content) Facebook ads (based on demographics of user) © Pilot 2010 www.pilot.com.hk 48

51. in conclusion: • to make your website your best salesman focus on: 1.valuable content 2.usability 3.consistent design 4.qualiﬁed trafﬁc ongoing reporting & analysis for ROI © Pilot 2010 www.pilot.com.hk 51

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