Presentation made to Rochester Professional Consultants Network, Feb 2014. The Internet and its technologies have dramatically altered every aspect of business. This presentation will help unravel the terms and hype around the web and show you how to safely navigate through the maze. The goal is to make your website work for, and not against, your efforts to market yourself, provide quality services, and build your brand. This is not a technical-focused presentation, but rather how to apply technology to common business problems you may encounter. Understanding the basics will help a you, the consultant, make informed decisions. Audience Takeaways: * Understand how a website can benefit a business, regardless of the type. * How to find the right sized site for your business. * Understand the evolution of a web site over time. * Leveraging internet technologies into business processes. * What is social media marketing and how it can benefit you or hurt you! * Why mobile sites are becoming more important than ever. * How to find a good web technology partner for your consulting practice.

1. Web Site Technologies
for Consultants
Making effective use of the internet

2. Your Presenters Today...
Dave Horan
dave@inductormedia.com
Rob Marriage
rob@inductormedia.com
W: http://inductormedia.com
Tw: @inductormedia
Fbk: facebook.com/inductormedia

3. Take aways
● Understand how a website can benefit a business, regardless of the type.
● Understand the evolution of a web site over time.
● Know the essential elements of a web site
● How social media ties in with your web site
● Why mobile sites are becoming more important than ever.
● How to find a good web technology partner for your consulting practice.

4. Overview
● Why do you need a site?
● Evolution of a web site
● Essential elements of a successful site
● When to hire things out
● Mobile
● Social media
● SEO

5. Why have a Website
● 24x7 sales force
● Answers prospects’ questions
● Filter out the riff raff
● Publish your unique message and curated
content
● Establish expertise in your field
● Your competition has one

6. Evolution of a Site

7. Business Card Site
● Contact Info
● Photo
● Links to social
media profiles

8. Business Card Site
● Better than
“Under
Construction”
● Might be all you
need

9. Business Card Site
about.me/robmarriage
● about.me is free
● Point your
domain at it

10. Brochure site
● Multi-page site
● Relatively static

11. Brochure site
Pages Include:
● Home
● About
● Contact
● Our Services
● Our Products
● News

12. Brochure site
● Update
occasionally
● Offline Call to
Action (i.e., call)

13. DIY Solutions
● Google Sites (free with Google Account)
● WordPress.com (free)
● Wix.com (free. $8/mo. for own domain)
● Squarespace.com ($9/mo.)
● Weebly.com (free. $4/mo. for own domain)
● Jimdo.com (free. $90/yr for own domain)
http://www.websitebuilderexpert.com/wix-vs-weebly-vs-squarespace-vs-jimdo/

14. Hub site
● Takes brochure
site to the “next
level”

15. Hub site
● Contains active
blog, offers,
analytics, etc.

16. Hub site
● The center of your online
world

17. Destination Site
● Focus is on your COMMUNITY
● Go-To resource in your niche

18. Destination Site
- Publishing
● Content, content, content

19. Destination Site
- Application
http://forecast.io
● Like a desktop app

20. Summary
● Starting out small is good. You can test
things out.
● Your site will only grow.
● As your site grows, add more functionality as
customer needs grow.
● Call the experts when needed. This is an
investment in your business.

21. Essential Elements of Every Good
Business Site
● Show prospects who you are
● Show prospects what you’re selling
● Guide prospects to take the next step

22. Who are you?
● Domain Name
● Site Title
● Tag Line
● Intro Text

23. What are you selling?
● Product/Service Name
● Benefits (not features)
● Hero Image or your image

24. Call to Action
● Make it EASY to buy
● Short statement
“buy now”
“sign up”
“request a quote”
Pro Tip: Notice the person in
the hero image is looking
at the call to action.

25. More Tips
● Simple trumps “busy”
● Design is NEVER more important than
content (unless it’s bad design)
● Don’t give your visitors too many options
● Don’t forget mobile (more on that…)

26. Even More Tips
● Home link (not required on the homepage)
● Clear navigation menu
● Site search box
● Breadcrumb links for large sites
● Clear content category links
● Archive page
● Relevant images for blog posts; capture interest of the users
● RSS feeds for blog content
● Contact form
● Social media links; promote yourself!
● Social media feeds; give them a taste of the social content
● Blog categories
● FAQ
● If you collect info, even emails…
○ Privacy policy
○ Terms of use
● Copyright statement
● Credits for images as needed
● Contact information
○ email(s)
○ phone (skip fax unless you need it for
business)
○ physical address for shipping or
postal mail
○ map and directions to office
● “About us” page
● WHAT DO YOU DO? Why should the user
pay attention??
Or just hire a pro to worry about this
stuff for you.

27. Getting the work done
● Do it yourself
● Call a relative, phone a friend
● Use a DIY tool online
● Hire a part time freelancer
● Hire a professional

28. When hiring out the work
● Don’t hire a plumber for painting
● Don’t do something yourself that you can hire someone
to do it better than you.
● What is your time worth? This can determine when you
outsource.
● Be specific with your needs and wants

29. When hiring out the work
● Get quote in writing before committing
● Get a contract with protection for you
● Use an escrow service if you are concerned
● Ask for referrals and/or work samples
● Treat hiring for web site work like they are working on
your house.

30. What to look for in a Web Developer
● Look for a partner, not a ship in the night.
● Ensure they have established experience in their field.
● Ensure they are flexible in both process and technology.
● Ask about their team (even solo freelancers get help).
● Do they know YOUR business?

31. Summary
● Ensure your site includes as many of the
“essentials” as possible.
● Leverage DIY tools early on, as you are
able.
● Hire out one-off jobs if you want, but use
common sense.
● Find a dependable partner that can grow
with your business.

32. Social Media
How many are you on?

33. Social Media Metrics
● Appx. 73% of online adults now use a social
networking site of some kind.
● Some 42% of online adults now use multiple social
networking sites.
● The fastest growing demographic on Twitter is the 55-
64 year age bracket.
● YouTube reaches more U.S. adults aged 18-34 than
any cable network.
● Every second, 2 new members join LinkedIn.
http://www.pewinternet.org/Reports/2013/Social-Media-Update.aspx
http://www.huffingtonpost.com/belle-beth-cooper/10-surprising-social-medi_b_4325088.html

34. Social Media Marketing
Uses for social marketing
● Announce (new content, events, products)
● Share (info your audience wants to know)
● Converse (engage your audience)
● Learn (what are your customers’ concerns)
DON’T SPAM

35. Social Media Marketing
How to do it?
● Go where your customers are
● Take a stand. Be clear on your message.
● Post messages (mainly) within your topic area; they will
come to know you for it.
● Use social media management tools
○ Hootsuite
○ SproutSocial

36. Summary
● Establish social media presence on the
media your clients frequent.
● Promote your content through social
channels.
● Leverage online tools to make management
easier.
● Hire out the work if needed, but insist on
results and metrics.

37. Mobile

38. Mobile
Your website will be viewed on a mobile
device.
2013
Mobile Ready
2014
Mobile First
How it looks is up to you (dun dun duuuuuun)

39. Mobile Option - Responsive Design
Content automatically arranges itself for the screen viewing it.

40. Mobile Option - Mobile Version of
Site
● Content looks native, but is
really in a web browser
● Users get streamlined content
● Site can take advantage of
mobile device hardware: phone,
maps, GPS, camera, etc.

41. Summary
● Customers expect mobile now.
● Determine if responsive or mobile version of
site is right for your business.
● Ensure your solution works on all platforms.

42. Search Engine Optimization
not
equal
to

43. Rankings are Dead
RIP
RANKINGS
● Rules Change All The Time
● My Top 10 is different from
your Top 10
● Black hat gets discovered
and penalized

44. Successful SEO
● Proper tagging of content
○ Titles, headers, descriptions, few selected
appropriate keywords
● Image descriptions
● Submission to search engines
● Updated site maps
● GOOD, RELEVANT CONTENT

45. Analytics
● Track who comes to your site
● Track what they do when they’re there
● Create content on popular subjects
● Use Google Analytics, Clicky or JetPack
(WordPress only)
● Use CrazyEgg for Heatmaps

46. Summary
● “Rankings” are dead. Traffic and
conversions are important.
● Use web analytics to measure traffic and
other data about your users’ interactions.
● Use basic SEO strategies, centered on
regular, relevant, readable, and relatable
content. (R4
approach)

47. Questions?