The document discusses website structuring and planning. It covers identifying customer needs and understanding customer behavior. It then discusses setting objectives and goals for the website, planning content, designing the site, installing tracking, and analyzing website performance. The overall process presented includes concept, planning, content identification, understanding customers, setting targets and launching the site.

1. WEBSITE STRUCTURING
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Made for: By: Vaibhav Vats G
http://in.linkedin.com/in/vatsvaibhav

2. CONTENT
NEED IDENTIFICATION
UNDERSTANDING CUSTOMER
TARGET & LAUNCH
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

3. NEED IDENTIFICATION
OK…so you’ve decided that you need a new website and you are about to call the
development company, but wait…WHY ARE YOU CREATING/UPDATING YOUR
WEBSITE?
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

4. POSSIBLE REASONS:
For new website:
•You do not have a website yet? (It’s 2012…and you need one now) O.K. you are on right track.
•You’ve started a new venture or launched a new product.
For website re-design:
:D Smile..you might
•You’ve tracked the visitor behavior till now, against site already be aware of what I
performance & stats say that redesign is compulsory. am going to say here. So,
you can bunk this
presentation.
•You don’t like the design
•Your marketing team dint liked the design.
•Your competitor’s website is an eye candy & you want to have
something similar. Hi…this piece is for you .
•Some abc manager have some problem with some page(s) design.
•Your IT guy suggests that migration to new platform… is a must.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

5. # WHAT DO YOU DO?
Service 1
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Service 2
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Service 3
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By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

6. # HOW YOU PROMOTE?
Current promotion
Service 1 strategy(Online/offline, list all methods)
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Service 2
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Service 3
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* Or planning to promote, incase you are doing it for first
time.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

7. # MAJOR WEAKNESS IN PROMOTION?
Current promotion
Service 1 strategy(Online/offline) Weakness
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Service 2
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Service 3
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* Or challenges you see, incase you are doing it for first time.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

8. # HOW WEBSITE CHANGES WILL HELP?
How can a new
website/
changes help
Current promotion each
Service 1 strategy(Online/offline) Weakness weakness?
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Service 2
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Service 3
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* Spend time and be as detailed as possible.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

9. # HOW SURE ARE YOU?
How can a new
website/
changes help What data/ figures you
Current promotion each have to support your
Service 1 strategy(Online/offline) Weakness weakness? notion.
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* Research more, it can save your time & money.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

10. # Convince 66% of people involved?
How can a new What data/ Does 2/3 of people involved for each
website/ changes figures you services agree with you. (Team leaders/
Current promotion help each have to support Project manager/ H.O.D's/ IT guy/
Service 1 strategy(Online/offline) Weakness strategy? your notion. Executives)
Sub services
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Service 2
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Service 3
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Sub services
Take a note of their strong reviews & suggestion and Take forward/Improve/Drop
your idea.
•Make sure you reach only to those guys, who understand their process & internet both. :P
•Ask them for genuine reviews.
•Keep your friend list out, if possible.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

11. UNDERSTANDING CUSTOMER
Before, We move ahead with website it’s important to understand customers
presence and its behavior… so that we can channelize our efforts in right direction.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

12. A. WHERE ARE YOUR CUSTOMERS
•Where does your prospects spend time online?
•How can you use those platforms to acquire visit to your website?
•What will be the profile of visitor?
•How will Earned, Owned or Paid media play role in attracting visits?
•What set of efforts/ inputs will it require from you?
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

13. B.HOW YOUR CUSTOMERS BEHAVE:
•What is the behaviour we are expecting when visitors arrive at
our site?
•What pages should they see? What videos should they watch?
•What will make them visit again?
•What is the takeaway from our website?
•How have we helped the visitor’s need/query?
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

14. C.WHAT YOU WANT ..YOUR CUSTOMERS TO DO:
What is the significant outcome for your business?
• A download
• A telephonic call to your office
• A brochure request
• A qualified online lead
• Signup for email promotion
• People buying your product/service
• A lift in brand perception
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

15. TARGET & LAUNCH
This is the final phase & will include planning for the outcomes that we expect out of
our website, launching the site for the same & comparing the expected value
against… the achieved results.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

16. 1. Identifying the objective:
If you have done “Need Identification” exercise discussed earlier in proper
manner you will be now in position to understand, what your website’s objectives
will be i.e. Why should you have a website?
Let’s take a case: where you are a company providing training in internet
marketing. So what can be your website ‘s objectives?
Objective 3
Objective 1 Objective 2
(Promoting your
(Branding) (Lead generation)
events/workshops etc.)
Activity:
Try further Event 2:
differentiating it Service 1: Service 2: Service 1: Service 2: Event 1: Participation
for your each SEO training PPC training SEO training PPC training 1 Day MDP in
service. conference
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

17. 2. Identifying the Goals:
Objective 3
Objective 1 Objective 2
(Promoting your
(Branding) (Lead generation)
events/workshops etc.)
Event 2:
Service 1: Service 2: Service 1: Service 2: Event 1: Participation
SEO training PPC training SEO training PPC training 1 Day MDP in
conference
Activity:
Brainstorm for GOAL 1:
all the ideas . Creating data that will help GOAL 1:
GOAL 1:
that can in generating leads. Planning Integrated marketing
Sell & Talk your brand online
provide value GOAL 2: strategies(online-offline)
to your . Capturing/Managing
business. leads
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

18. 3. PLAN CONTENT:
Objective 3
Objective 1 Objective 2
(Promoting your
(Branding) (Lead generation)
events/workshops etc.)
Event 2:
Service 1: Service 2: Service 1: Service 2: Event 1: Participation
SEO training PPC training SEO training PPC training 1 Day MDP in
conference
GOAL 1:
. Creating data that will help GOAL 1:
GOAL 1:
in generating leads. Planning Integrated marketing
Sell & Talk your brand online
GOAL 2: strategies(online-offline)
. Capturing/Managing
leads
Activity:
Plan the heads Content: Content:
& body of Create content for trust & Create content for Content:
content at this reputation building e.g. incentivizing visitors, landing Create content for
stage. Services, achievements, pages & query handling. blog/events/news section
testimonials etc.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

19. 4. Get your site designed :
Objective 3
Objective 1 Objective 2
(Promoting your
(Branding) (Lead generation)
events/workshops etc.)
Event 2:
Service 1: Service 2: Service 1: Service 2: Event 1: Participation
SEO training PPC training SEO training PPC training 1 Day MDP in
conference
GOAL 1:
. Creating data that will help GOAL 1:
GOAL 1:
in generating leads. Planning Integrated marketing
Sell & Talk your brand online
GOAL 2: strategies(online-offline)
. Capturing/Managing
leads
Content: Content:
Create content for trust & Create content for Content:
reputation building e.g. incentivizing visitors, landing Create content for
Services, achievements, pages & query handling. blog/events/news section
testimonials etc.
Activity:
It’s time you get DESIGNING
moving from (All the platform & designing related issues will go in here, as now you know ..what you are creating and for
prototypes to your whom)
own complete
website.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

20. 5. Install tracking & Start Analyzing:
Objective 3
Objective 1 Objective 2
(Promoting your
(Branding) (Lead generation)
events/workshops etc.)
Event 2:
Service 1: Service 2: Service 1: Service 2: Event 1: Participation
SEO training PPC training SEO training PPC training 1 Day MDP in
conference
GOAL 1:
. Creating data that will help GOAL 1:
GOAL 1:
in generating leads. Planning Integrated marketing
Sell & Talk your brand online
GOAL 2: strategies(online-offline)
. Capturing/Managing
leads
Content: Content:
Create content for trust & Create content for Content:
reputation building e.g. incentivizing visitors, landing Create content for
Services, achievements, pages & query handling. blog/events/news section
testimonials etc.
DESIGNING
(All the platform & designing related issues will go in here, as now you know ..what you are creating and for whom)
Activity:
Implement TRACKING & ANALYSIS
tracking, on (Add analytics, Create KPI”S, Fix Target’s & apply segmentation on received data)
your efforts.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

21. THANKS FOR YOUR TIME
For any queries reach at: Content reference &
Further reading
vaibhav@dsim.in
suggestion:
vatssocial@gmail.com
http://in.linkedin.com/in/vatsvaibhav •Digital Marketing &
Measurement model by Avinash
Kaushik.
+91-8447207577

22. Introduction
I am Vaibhav Vats, an internet
marketing consultant by profession
and have worked for verticals of
Real estate, Education,
Delhi School of Internet Marketing Manufacturing & Retail. I help my
clients with social media, online
is an internet marketing training advertising & search engine
institute providing training strategies. Currently I work as
internet marketing-account
programs in internet marketing for consultant for couple of companies
students, entrepreneurs & based out of Delhi & Chandigarh
and IM trainer at Delhi School of
executives. Visit website for details. Internet Marketing.
How I am here ?
I started working as a part time seo freelancer for local
vendors in 2007 & after my bachelor’s in computers joined a
supply chain consulting firm as an IT business analyst where i
worked with various corporate like HP, Asahi glass India,
Chitkara & LDFO to name a few. Combining my project
consulting experience in retail, education & manufacturing
domain and self-practiced internet marketing interest i started
full time internet marketing career as an online promotion
lead- for an IT startup based in Chandigarh, India.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav