The document provides tips for cutting-edge website strategies to outperform competitors. It discusses pursuing a hub and spoke model, measuring everything with tools like Google Analytics, building with purpose by understanding users and competitors, effective design that converts through standards and usability testing, developing for scale through organized and extensible code, the importance of hosting and performance, leveraging social media, and implementing search engine optimization strategies. The presentation aims to help organizations master their website through strategic planning, analysis, and optimization.

1. Master Your Website: Cutting-Edge Strategies to Beat the CompetitionPresented by:Joe Zarrett, President & Founding PartnerVerndale

2. It‘sBeen a Long 12 Years...VERNDAE

3. Old vs. NewThe Evolution of your Website

4. Tip #1: Pursue a Hub and Spoke ModelThe Big Ball of ClayOld YourWebSite.Com

5. Tip #2: MeasureEverythingLather, Rinse, RepeatThe web provides a closed loop environment for marketing !Google Analytics is free but does need to be configured to provide optimal benefit

6. With optimization it is possible to track email marketing campaigns, PPC campaigns and even offline campaigns through to conversion/exit.

7. Apply the lather, rinse, and repeat principle for improving performance over time. What to Monitor?Search Terms and KeywordsPage Views and PopularityReferral SourceConversion

8. DevelopmentLifecycle4511234523Measurement , Anaylsis, OptimizationDesign & PrototypingDelivery & ClosingPlanning & DiscoveryDevelopment

9. Tip #3: BuildwithPurpose15Plan nowor Plan LaterPlanning & Discovery2Your Business, Your Customers, Your Competitors.43This process begins with an analysis of your competitive environment and existing marketing and technology infrastructure.Review baseline data and establish the criteria for evaluating your success.Hold every decision up to the 3 pillars of any web project – Time, Cost, Scope.Plan but be flexible. The web can create new opportunities if you listen to your customers.Findings & Deliverables Identify User Roles/Types Identify & Review Competitors Identify Data Sources Develop PersonasCreate Information Architecture

10. Tip #4: Effective Design Converts15ApplytheHusbandPrincipleWed Design & Development2Design & Prototyping4The most effective design often considers utility as much as visual-appeal. Assuming Hub & Spoke standard and measurement principles are attained, your design should evolve over time to optimize for conversion.Enforce Standards. Pay attention to user habits. Your website might not be where most people see your content. Consider mobile, iPad, social media channels and plan accordingly.Last but not least, if it’s not working, you can always trade it in for a new & improved model.3Tips for Effective DesignConsistent, Intuitive Architecture Clear Calls to ActionEnforce Design and Brand Standards across web assets

11. Tip #5: Live or Die bytheSword15How to Manage Risk and BuildforScale2DevelopmentDevelopment 4Don’t get hung up on the right technology ‘stack’. Implementation quality is always the most important factor for a successful project.Strive for ‘Elegant Code’ Component Based Loosely Coupled – limited regression issue ExtensibleTaxonomy – the power or correlated content3Evidence of a Bad CMS build?Limited # of Page TemplatesLimited Structured ContentBroken WorkflowDuplicate Content & Content Entry

12. Tip #6: Hosting & Code Matters15At least Google thinks so...Delivery & Closing2Delivery & Hosting4Don’t underestimate the importance of page load time.Good code and good infrastructure can improve your search engine ranking.Good code and hosting practices support improved SEO, accessibility and cross-browser and cross-platform functionality.Don’t lose Page Rank value. 301 vs. 302 and 404 – what does it all mean?3Tools for Improving Site PerformanceGoogle Webmaster ToolsYahoo!’s Yslow

13. Bonus Slides

14. Tip #7: Makethe Most of Social MediaBountiful Garden orPile of Dirt?Put your content where the people are. How to leverage this channel.With the right combination of automation tools and social media connectors, the content distribution process can be streamlined.