This month's topic focuses on foundational and key elements to a properly developed website that will serve as a foundation for your business' growth.

1. MARKETING WEBINAR SERIES
GETTING IT RIGHT IN 2014 & BEYOND
Building An Effective Website - Understanding What Goes
Into Making SureYour Website Is Properly Developed

2. Joe DeMicco
http://www.linkedin.com/
in/joedemicco
https://twitter.com/demicco
Cohort IV (February 2012)

3. Full service website design & internet marketing.
ONE COMPANY, EVERY STEP OF THE WAY.
Successfully Partnering with
Our Clients Since 1994

4. Who We Work With:

5. HOUSEKEEPING
• Varied Group atVarious Stages of Online Presence & Marketing
• Feel Free to Ask Questions via Online Pane as Desired
• This WebinarTouches on aVariety of Elements that Work
Together as a Baseline in Effective Website Development
• Goal is to achieve a high level understanding of Concepts and
Open a Path to Self Evaluation and Next Steps Planning
• Not crunching a lot of stats - working assumption is we all
understand the opportunity the World Wide Web offers our
businesses and growth.

6. CONGRATULATIONS!

7. YOUR
WEBSITE

8. Your Website keeps
you OPEN for
business all of the
time
It is just as important in
representing you
(if not more-so at times) as any
brick & mortar location

9. “All Roads LeadsTo Rome”
Your Website IS at the Center
Different Paths Bring Visitors To The Same Goal

10. Behavioral Reporting
Attribution
and Refinement
Management Reports
for ROMI
Sales

11. WHAT MAKES A WEBSITE
GREAT?
In a NUTSHELL...
!
Effectively EngagingYourTarget
Audience and Simply SatisfyingTheir
Needs

12. You NEEDTo Put
Your Best Foot
Forward
***First Impressions Count***

13. So Who Are We DoingThis For?
YOUR HUMAN BUYERS!!!

14. It all starts with a Plan
User Experience is KEY
Focus on PEOPLE First
and Foremost
KnowYour
Intended
Outcome

16. Site Architecture Site Design Development
Don’t put the cart before the horse

17. Information Architecture
Information Architecture is the art and
science of organizing, labeling and
connecting website content to support and
optimize Usability and Find-ability.
Definition adapted from:

18. Get In Your Clients Mind
WHO?
WHAT?
WHERE?
WHEN?
WHY?

19. 2014 & Beyond
WHO
Must know
Your Buyers
better than
ever before
Buyer Persona
Development
(Covered in March Webinar 2014)

20. WHAT What are they looking for?
What are the looking to achieve?
Context
Content Visitor
View
Products or
Services
Learn
Gather
Specifications
Ask
Questions
Compare
Make a Purchase

21. WHERE
Location Is Key
Geography impacts:
Feasibility
Language
Opportunity
Awareness
Intent

22. WHEN
What time are they
interacting with you?
What is the timing in
their Buying Process
Their timing in the
Customer Journey

23. WHY
What is their
INTENT?
What are their
goals?
What are
YOUR goals?

24. Trust &
Credibility
Conversion
Engagement
Introduction
Conversion Funnel
Successful
Progression

25. Your Site
Serves
YOU
As Well
In Fact, It
May Be One
OfYour
Most
Powerful
Allies

26. YOUR Expectations…
Set Goals: How will they be met?
What does the website
need to achieve them?

27. I Know my Buyer and HaveValuable Content to Share
Your Home Page is the
equivalent of
Reception in the
Lobby of an Office
Building

28. Internal Sections / Pages

29. Global
Local
Local
Context
Most Important
Least Important
AboveThe Fold
BelowThe Fold
General Characteristics of Good Webpage layout

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32. So Far…
Defining your message(s)
(Last Month)
Respect / KNOW your audience (personas)
Contemplate WHO,WHAT,WHERE,WHEN & WHY
Chart out the paths of delivery on site
(wire-framing process)

33. etc.
More ChoicesThan Ever Before
“CUSTOM”

34. ONLY TOOLS

36. Brainstorm Approach
Gather Assets
Lay Out a Plan
AskYourself and
Others…
“WouldThis Work
For Me as a
buyer???
Functionality

37. Select Supporting
Platform
Scalability
WYSIWYG
Feasibility
Core Brand Rules

38. Build in Stages
Home Page
Internal Comps
Confirm OnTrack
Checklist Items

39. You Can Build
Incredible, Lasting,
Remarkable &
Impressive
Structures on a
Solid Foundation

40. 10 Key Tips To Help You Succeed

41. A MessageThat Resonates
Content is Buyer / Client Focused and Engaging#1

42. Professional Looking Design
Consistent with
Branding
Clear & Easy to
Consume
#2
RememberYOU
are the Solution

43. ClearlyVisible and Labeled Navigation
#3
Supermarket Concept
Juices
Water
Farina
Oatmeal
Cereals
Cakes
Crackers
Breads
Soda
Apples
Pears
Bananas
ConsiderYour BuyersTaxonomy

44. Clear and Inviting “CallsTo Action”
#4

45. Leverage Content
“Buckets” onYour
HomePage to
FacilitateVisual
Navigation Beyond
Global Navigation
#5

46. Page Content Goal is Obvious “At a Glance”
#6

47. Content ordered with mind to the “fold”
#7

48. Cross Browser Compatibility
#8

49. Mobile Friendly
It is a multi-device, multi-screen world but
visitors are using the ONE they chose at
that moment.
#9

50. PROPERLY Coded Analytics
#10 • TRACK
• REPORT
• ANALYZE
• UPDATE
• MAINTAIN

51. No Longer Brochure-ware
Just as you listen in physical business you must listen online
Think about your Customer’s Journey

52. • Get what they came for
• Get it easily & enjoyably
• Trust (established /reinforced)
• They tell others
• Engage & Convert
• Search Engines notice
• You attract more customers
END RESULT = YOUR BUSINESS GROWS
We want visitors to...
Additional benefits

53. Revisit Your Existing Site
Map On Paper / Whiteboard

54. Base Checklist
✓Does the site look reputable/professional?
✓Is it easy for me to use the site?
✓Is it a pleasant experience?
✓Is this site in good working order with no broken
links?
✓Does the page satisfy my search query
or my intent?
✓Can I see what I came for?

55. ✓Can I get the information I want anonymously
(at least most of it)?
✓Is there enough information here to satisfy me?
✓Is the information up-to-date?
✓Is the site offering me information that’s useful that I
didn’t think to look for?
✓Is it easy for me to share what I found at the site with
others?
✓Is it easy for me to take the next step toward getting
what I want from this company?
✓Are the phone number and contact points clearly visible?

57. It’s Opening Night EVERY Night!
Make Your Best Debut!

58. THANKYOU
Q&A