A look at web strategy, analytics, writing for the web, design, and social media.

1. Taking Your Website to
the Next Level
Chas Grundy
Director of Interactive Marketing
University of Notre Dame

2. 83%
of businesses use the Internet to
research and find potential vendors.
Enquire: Business to Business Survey 2007

3. What is the Next Level?
• Your Website is Part of your Business
• Measure, Tweak, Repeat
• The Good, the Bad, and the Ugly Websites
• The Social Media Edge

4. What is the Web?

5. What is the Web?
• Marketing vs. Technology

6. What is the Web?
• Marketing vs. Technology
• External vs. Internal

7. What is the Web?
• Marketing vs. Technology
• External vs. Internal
• Brochure vs. Application

8. What is the Web?
• Marketing vs. Technology
• External vs. Internal
• Brochure vs. Application
• Form vs. Function

9. Tactics are doing things right;
strategy is doing the right things.

10. Why do you have a
website?

11. Goal

12. Goal
To Make Money

13. Connect the Dots
1. Have a website
2. ?????
3. Make Money!

14. More Specifically...
Website Goal Action Conversion
Submit contact form,
Lead generation Contact you
view contact page
Sales Buy something Checkout process
Decrease support View FAQs, support
Use web support
costs pages

15. Strategy
Who is your audience?
What do you want them to do?
What do you know about them?
How will you measure success?

16. 2 minutes
What is the goal of my website?
Who are my audiences?
What do I want them to do?

17. Measure, Tweak, Repeat

18. quot;Far better an approximate answer to
the right question, than the exact
answer to the wrong question...quot;
John Tukey
Statistician

19. Google Analytics
Free analytics tool: http://google.com/analytics

20. Visitors

21. Traffic Sources

22. Referring Sites

23. Top Content

24. Content is King
What do your visitors want?

25. The Elevator Pitch
What do you do and why do I care?

27. Exercise: Elevator Pitch

28. Exercise: Elevator Pitch
• Would it work just as well for a
competitor?

29. Exercise: Elevator Pitch
• Would it work just as well for a
competitor?
• Would someone claim the opposite?

30. Exercise: Elevator Pitch
• Would it work just as well for a
competitor?
• Would someone claim the opposite?
• What’s the deal and why should I care?

31. Writing for the Web

32. The Web Has
Its Own Style

33. Web Style

34. Web Style
• Scannability

35. Web Style
• Scannability
• Keywords

36. Web Style
• Scannability
• Keywords
• Trim the fat

37. Web Style
• Scannability
• Keywords
• Trim the fat
• Customer-centered (WIIFM)

38. What’s next?

39. What’s next?
• Call to action

40. What’s next?
• Call to action
• Clear path

41. What’s next?
• Call to action
• Clear path
• Simplify conversion steps

42. Good, Bad, and Ugly
Design is...

43. Good, Bad, and Ugly
Design is...
• Presentation of content

44. Good, Bad, and Ugly
Design is...
• Presentation of content
• The customer experience

45. Good, Bad, and Ugly
Design is...
• Presentation of content
• The customer experience
• Part of your personality and brand

46. Wireframes

47. Mockups

48. Testing
• Individual testing • Usability
• Focus groups • Accessibility
• Analytics • Impact

49. Design Gallery
courtesy Seattle Chamber of Commerce

55. Marketing Your Website
• If a tree falls in the woods...
• Direct, Links, Search, Advertising

56. Where To Promote
Your Site
• Business cards
• Print materials
• Email signature
• Links to your site - Chamber of Commerce
• Get out there and participate

57. Search Engine
Optimization (SEO)
• Incoming links
• Keywords
• Provide value

58. Search Engine
Marketing
• Paid search results
• Bid on keywords
• You’re in control

59. Social Media

60. Dunbar’s Number
The limit of how many stable relationships a
person can maintain (approximately 150).

61. What is social media?

62. What is social media?
You

63. What is social media?
You Your friends

64. What is social media?
You Your friends Their friends

65. What is social media?
You Your friends Their friends

67. Social first, media second
It’s not about technology It’s about people
• •
The tools are easy to Relationships make the
use difference
• •
Not just web, but mobile Real world rules apply
and other emerging
• People, participation,
tools
persuasion
• Tech offers a “cool”
factor, early adopters get
cred

68. Authentic and Accessible
• It’s about people
• Brands are not
people
• People spot phony
• Conversations are
real and two-sided
• To err is human

70. Social Media
• Blogs: Blogger, Wordpress
• Networking: Facebook, LinkedIn
• Bookmarking: Digg, Delicious
• Photos: Flickr
• Videos:YouTube

71. Your Website Here

72. Chas Grundy
email chas@grundyhome.com
blog grundyhome.com
linkedin linkedin.com/in/chasgrundy
twitter twitter.com/chasgrundy