This document provides guidance on improving websites by ensuring each page has a clear audience and delivers benefits to that audience in a way that benefits the business. It recommends analyzing websites using metrics on engagement, conversion, and return on investment. The document also emphasizes using analytics tools to collect visitor data and make data-driven changes, as well as promoting websites through various online and social media channels. Offers are made to provide a wide range of digital services including planning, development, adoption and support.

1. Technology for Everyone!
Brendon Hatcher

2. Give you:
Some perspectives on how to see your website with
new eyes
A sense of priority areas to address
An approach for improving your site

4. Websites are sometimes developed in isolation from
key contexts
Often by the “IT guy”
Sometimes businesses continue operating as if they
haven’t developed a website
These websites have no purpose!

5. Point of reference during sales activities
Refer people to the site
Lead generation
Enquiries
Direct sales
Simple order form
Full online order form

6. Brand positioning
Blog of activities, news, CSI
Back story / inside track
How the company started, how it feels, where it is going
Celebrating success
Client acquisitions, awards, certifications, industry
recognition

7. Support contact details
Forms, phone, email, live chat
Support materials
Manuals, tutorials, help files, videos
Software downloads
Updates to the software you sell

10. Each page, or part of a page must have a clear
audience
The page must actually deliver a benefit to that
audience
Delivering the benefit to the audience must result in a
benefit to the business

11. Each page, or part of a page must have a clear
audience
A first time buyer comparing products
A buyer checking that your product meets their needs
A buyer wanting to place an order
An existing customer looking for help

12. The page must actually deliver a benefit to that
audience
Ideally the page should speak only to that audience
If a page has more than one audience, make sure that the
messages don’t clash
Extra pages don’t generally increase the cost of a
website much

13. Delivering the benefit to the audience must result in a
benefit to the business
Ask for the person’s email address in exchange for a useful
piece of content (lead generation)
Ask them to answer a quick question (business
intelligence)
Engage with them on live chat

14. Engagement
Does your website interest the audience?
Conversion
Do your visitors take the actions you want them to?
Return on Investment
Was it worth the effort?
Cost vs income generated

15. Design
Attractive and appropriate for the audience
Content
The content they want, written in an appropriate way for
the audience
Function
Online features such as galleries, shopping carts etc

16. Subscribe to your newsletter
Follow you on social media
Take part in a survey
Download your ebook
Fill in your enquiry form
Buy!

17. Do you have enough people coming to the site to
convert? Only a percentage will convert.
Do the conversions generate sales?
Do the sales justify the expense of running the site
Most sites don’t naturally attract enough visitors.
Serious focus, effort and investment is required.

19. Website
Email newsletter
Social Media platforms

20. Online advertising
Social Media Marketing
Search Engine Optimisation

21. Analytics tools give you detailed information about
your visitors
Make sure these are installed as soon as possible, so
that they can start collecting data – even if you aren’t
ready to use the data!

22. Google Analytics
Facebook insights
YouTube Analytics
These track
Visitor demographics – e.g. location
Visitor origin – e.g. came to the site from Facebook
Some aspects of social media
The focus is on “Actionable Insights”
Information that leads to change

26. Offers a very wide range of full-stack services, from planning
through development, to adoption and support, including
several uncommon services.
The company’s motto, “Technology for Everyone” reflects our
core values of deep listening, empowerment and inclusivity.

27. Durban: +27 31 208 0047
London: +44 203 856 7649
www.adeptdigital.co
support@adeptdigital.co
https://www.slideshare.net/adeptdigital/

28. Office Lens
For Android and
iPhone
Great for conferences
and meetings