The document provides an overview of how to transform a website into an effective marketing tool. It discusses the importance of having a web strategy focused on visitors and their needs. It recommends knowing your target audience and learning from visitor behavior through surveys, forms, and analytics. The document also covers optimizing content for different visitor types, setting goals for your website, and testing improvements. It emphasizes the importance of continuous investment in the website to increase visitors, conversions, and usability over time.

1. Transform your web into a powerful marketing tool
Mikael Siebenrock & Pontus Österlin

4. The worlds simplest
web strategy

5. The worlds simplest
web strategy
WEB FIRST

6. The worlds simplest
web strategy
VISITOR
FIRST

8. “I know that half of my
advertising budget is wasted,
but I’m not sure which half ”
John Wanamaker
1838-1922
Marketing pioneer

9. Tracking campaigns
on your website
“I know that half of my
advertising budget is wasted,
but I’m not sure which half ”
John Wanamaker
1838-1922
Marketing pioneer

11. Why do you have a website?

12. Why do you have a website?
• attract more visitors
• convert visitors to customers
• support current customers

14. The most important task
for your website
Market your:
• products
• services
• information

16. The secret behind
a succesful webpage
• simplicity
• emotions
• credible
• newsworthy

18. Who’s best qualified to
decide your content?

19. Who’s best qualified to
decide your content?
A. Management

20. Who’s best qualified to
decide your content?
A. Management
B. Web editors

21. Who’s best qualified to
decide your content?
A. Management
B. Web editors
C. Consultants

22. Who’s best qualified to
decide your content?
A. Management
B. Web editors
C. Consultants
Your Visitors

24. Do you know your
target group?

25. Do you know your
target group?
• needs

26. Do you know your
target group?
• needs
• expectations

27. Do you know your
target group?
• needs
• expectations
• vocabulary

28. Do you know your
target group?
• needs
• expectations
• vocabulary
• geography (online and offline)

29. Do you know your
target group?
• needs
• expectations
• vocabulary
• geography (online and offline)
Remember: different pages - different targets

31. How can you learn from
your visitors?

32. How can you learn from
your visitors?
• Surveys
• Evaluation forms
• Direct contacts (complaints)
• Knowledge within the organization
• Kundo
• Alerts
• Adwords

34. Creating a succesful site

35. Creating a succesful site
• Is design important?
• What can we learn from Google/the visitor?
• Know your audience
• Landing pages
• Best Practices
• Setting goals (measurable)
• Testing, testing, testing

37. Invest in your website

38. Invest in your website
without web strategy vs with web strategy

39. Invest in your website
without web strategy vs with web strategy
Investment
1 2 3 4 5 6 7 8 9
Years

40. Invest in your website
without web strategy vs with web strategy
Investment
Investment
1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9
Years Years

41. Invest in your website
without web strategy vs with web strategy
• Visitors
Investment
Investment
• Conversions
• Usability
1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9
Years Years

42. Invest in your website
without web strategy vs with web strategy
• Visitors
Investment
Investment
• Conversions
• Usability
1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9
Years Years

43. Invest in your website
without web strategy vs with web strategy
• Visitors
Investment
Investment
• Conversions
• Usability
1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9
Years Years

45. The seven golden rules

46. The seven golden rules
1. Important first

47. The seven golden rules
1. Important first
2. Write for the visitor

48. The seven golden rules
1. Important first
2. Write for the visitor
3. Do the expected

49. The seven golden rules
1. Important first
2. Write for the visitor
3. Do the expected
4. Set requirements for all parties

50. The seven golden rules
1. Important first
2. Write for the visitor
3. Do the expected
4. Set requirements for all parties
5. Don’t wait

51. The seven golden rules
1. Important first
2. Write for the visitor
3. Do the expected
4. Set requirements for all parties
5. Don’t wait
6. Checkpoints

52. The seven golden rules
1. Important first
2. Write for the visitor
3. Do the expected
4. Set requirements for all parties
5. Don’t wait
6. Checkpoints
7. Test and improve

53. Example:
Google Search Results Page, Xerox

54. Ways to get more visitors
Example:
Google Search Results Page, Xerox

55. Ways to get more visitors
• be found on Google Search
Example:
Google Search Results Page, Xerox

56. Ways to get more visitors
• be found on Google Search
• buy Google ads
Example:
Google Search Results Page, Xerox

57. Ways to get more visitors
• be found on Google Search
• buy Google ads
• get links from other sites
Example:
Google Search Results Page, Xerox

58. Ways to get more visitors
• be found on Google Search
• buy Google ads
• get links from other sites
• social media presence
Example:
Google Search Results Page, Xerox

59. Ways to get more visitors
• be found on Google Search
• buy Google ads
• get links from other sites
• social media presence
• create campaigns
Example:
Google Search Results Page, Xerox

60. Ways to get more visitors
• be found on Google Search
• buy Google ads
• get links from other sites
• social media presence
• create campaigns
• e.g. newsletters, banners,
ads (online and offline)
Example:
Google Search Results Page, Xerox

62. Before and After

63. Before and After

65. Before and After
Startpage

66. Before and After
Startpage

67. Before and After
Startpage

68. Q&A

75. Demo: EPiServer kabi-fresenius.se

76. 11 Important Points of
Search Engine Optimization
Demo: EPiServer kabi-fresenius.se

77. 11 Important Points of
Search Engine Optimization
• Where to insert Title and
Description in EPiServer
Demo: EPiServer kabi-fresenius.se

80. Needs and Expectations

81. Needs and Expectations
The curse of knowledge

82. Needs and Expectations
The curse of knowledge
Educate your customers

83. Needs and Expectations
The curse of knowledge
Educate your customers
Help your customers buy and use your products

84. Needs and Expectations
The curse of knowledge
Educate your customers
Help your customers buy and use your products
This is the basis of content creation/improvement

86. How can you tell which
keywords to choose?
demo: Google Keyword Tool
(Addwords)

89. Illustration: the anotomy of a
webpage + examples

90. 14 important elements
for a webpage
• Author • Credibility signals
• Headline • Navigation
• Introductory text • Images
• Benefits • Video
• CTA • Knowledge
• Areas of interest • Other resources
• References • Repeated CTA
Illustration: the anotomy of a
webpage + examples

94. FAST CAREFUL

95. LOGICAL
EMOTIONAL
FAST CAREFUL

96. LOGICAL
Stressed
EMOTIONAL
FAST CAREFUL

97. LOGICAL
Stressed
• Short Facts/Bullets
• CTA
• Eyecatchers
EMOTIONAL
FAST CAREFUL

98. LOGICAL
Goal oriented
Stressed
• Short Facts/Bullets
• CTA
• Eyecatchers
EMOTIONAL
FAST CAREFUL

99. LOGICAL
Goal oriented
• WIIFM
• Search function
• Images
Stressed
• Short Facts/Bullets
• CTA
• Eyecatchers
EMOTIONAL
FAST CAREFUL

100. LOGICAL
Goal oriented Methodical
• WIIFM
• Search function
• Images
Stressed
• Short Facts/Bullets
• CTA
• Eyecatchers
EMOTIONAL
FAST CAREFUL

101. LOGICAL
Goal oriented Methodical
• WIIFM • Navigation
• Search function • Detailed information
• Images
Stressed
• Short Facts/Bullets
• CTA
• Eyecatchers
EMOTIONAL
FAST CAREFUL

102. LOGICAL
Goal oriented Methodical
• WIIFM • Navigation
• Search function • Detailed information
• Images
Stressed Skeptical
• Short Facts/Bullets
• CTA
• Eyecatchers
EMOTIONAL
FAST CAREFUL

103. LOGICAL
Goal oriented Methodical
• WIIFM • Navigation
• Search function • Detailed information
• Images
Pages per Visit
Stressed Skeptical
• Short Facts/Bullets • Reviews
• CTA • Recommendations
• Eyecatchers • Credibility factors
EMOTIONAL
FAST CAREFUL
Time per Visit

126. Checklist for content quality - webpage

127. Checklist for content quality - webpage
1. Would you trust the information presented on the page?

128. Checklist for content quality - webpage
1. Would you trust the information presented on the page?
2. Does the page provide original content or information?

129. Checklist for content quality - webpage
1. Would you trust the information presented on the page?
2. Does the page provide original content or information?
3. Does this page contain insightful analysis?

130. Checklist for content quality - webpage
1. Would you trust the information presented on the page?
2. Does the page provide original content or information?
3. Does this page contain insightful analysis?
4. Would you consider bookmarking this page?

131. Checklist for content quality - webpage
1. Would you trust the information presented on the page?
2. Does the page provide original content or information?
3. Does this page contain insightful analysis?
4. Would you consider bookmarking this page?
5. Would you expect to see this available in print?

133. Checklist content quality - website

134. Checklist content quality - website
1. Would you give this site your credit card details?

135. Checklist content quality - website
1. Would you give this site your credit card details?
2. Would you trust medical info from this site?

136. Checklist content quality - website
1. Would you give this site your credit card details?
2. Would you trust medical info from this site?
3. Would you recognize this site as an authority or market leader?

138. Workshop

139. PLUS - remember delete cookies
- Personal Search

140. Look out for pitfalls
PLUS - remember delete cookies
- Personal Search

141. Look out for pitfalls
• Discussions about costs
PLUS - remember delete cookies
- Personal Search

142. Look out for pitfalls
• Discussions about costs
• The Curse of Knowledge
PLUS - remember delete cookies
- Personal Search

143. Look out for pitfalls
• Discussions about costs
• The Curse of Knowledge
• Design and inventing the wheel
PLUS - remember delete cookies
- Personal Search

144. Look out for pitfalls
• Discussions about costs
• The Curse of Knowledge
• Design and inventing the wheel
• Ownership
PLUS - remember delete cookies
- Personal Search

145. Look out for pitfalls
• Discussions about costs
• The Curse of Knowledge
• Design and inventing the wheel
• Ownership
• Politics and Policies
PLUS - remember delete cookies
- Personal Search

147. Remember this

148. Remember this
• Personal Search
Great Tools

149. Remember this
• Personal Search
Great Tools
• Google alert

150. Remember this
• Personal Search
Great Tools
• Google alert
• Google Trends

151. Remember this
• Personal Search
Great Tools
• Google alert
• Google Trends
• Kundo

152. Remember this
• Personal Search
Great Tools
• Google alert
• Google Trends
• Kundo
• addthis.com

153. Remember this
• Personal Search
Great Tools
• Google alert
• Google Trends
• Kundo
• addthis.com
• optimizely.com - A/B tests

155. Define goals on your webpages

156. Define goals on your webpages
• Convert more visitors

157. Define goals on your webpages
• Convert more visitors
• What do YOU want the visitor
to do?

158. Example: statistics taken from a real case

159. Are you about to do a redesign?
Example: statistics taken from a real case

160. Are you about to do a redesign?
Example: statistics taken from a real case

161. Are you about to do a redesign?
Example: statistics taken from a real case

163. Responsive design
Web browsing with smart phones is exploding

164. Responsive design
Web browsing with smart phones is exploding
”iPhone”

165. Responsive design
Web browsing with smart phones is exploding
”RESPONSIVE DESIGN”
”iPhone”

166. Responsive design
Web browsing with smart phones is exploding
”RESPONSIVE DESIGN”
”iPhone”

168. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly

169. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)

170. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)
• Easy to find an user friendly search function

171. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)
• Easy to find an user friendly search function
• Fast site – site loads less than 5 secs.

172. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)
• Easy to find an user friendly search function
• Fast site – site loads less than 5 secs.
• Non-mobile site button

173. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)
• Easy to find an user friendly search function
• Fast site – site loads less than 5 secs.
• Non-mobile site button
• Large buttons - punching friendly

174. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)
• Easy to find an user friendly search function
• Fast site – site loads less than 5 secs.
• Non-mobile site button
• Large buttons - punching friendly
• Scrolling in one direction and no ”pinchning”

175. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)
• Easy to find an user friendly search function
• Fast site – site loads less than 5 secs.
• Non-mobile site button
• Large buttons - punching friendly
• Scrolling in one direction and no ”pinchning”
• Easy access to contact info

176. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)
• Easy to find an user friendly search function
• Fast site – site loads less than 5 secs.
• Non-mobile site button
• Large buttons - punching friendly
• Scrolling in one direction and no ”pinchning”
• Easy access to contact info
• ”Click to call”

177. Responsive Design
79% returns to Google Search whenever a site isn’t mobile
friendly
Mobile site visitors want the following (according to Google survey)
• Easy to find an user friendly search function
• Fast site – site loads less than 5 secs.
• Non-mobile site button
• Large buttons - punching friendly
• Scrolling in one direction and no ”pinchning”
• Easy access to contact info
• ”Click to call”
• Links to the company’s social web

179. Responsive Design
What does Responsive Design mean

180. Responsive Design
What does Responsive Design mean

182. Menu
What is most important -
ability to navigate or be encouraged to read further

183. Menu
What is most important -
ability to navigate or be encouraged to read further

184. Menu
What is most important -
ability to navigate or be encouraged to read further

185. Menu
What is most important -
ability to navigate or be encouraged to read further

186. Menu
What is most important -
ability to navigate or be encouraged to read further

188. Menu
How to find submenu

190. Landingpages
QR codes - usable without Responsive Design?

191. Landingpages
QR codes - usable without Responsive Design?

192. Landingpages
QR codes - usable without Responsive Design?

193. Landingpages
QR codes - usable without Responsive Design?

194. Landningpages
QR codes - usable without Responsive Design?

195. Landningpages
QR codes - usable without Responsive Design?

196. Landningpages
QR codes - usable without Responsive Design?

197. Landningpages
QR codes - usable without Responsive Design?

199. BTTB

200. BTTB
Back To Top Button

202. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content

203. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
What is it? Who are you?

204. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
What is it? Who are you?
Who needs it and why?

205. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
What is it? Who are you?
Who needs it and why?
What are the consequences of
not having it?

206. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
What is it? Who are you?
Who needs it and why?
What are the consequences of
not having it?
What are my options?

207. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
What is it? Who are you?
Who needs it and why?
What are the consequences of
not having it?
What are my options?
Why should I choose you?

208. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
Unaware What is it? Who are you?
Who needs it and why?
What are the consequences of
not having it?
What are my options?
Why should I choose you?

209. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
Unaware What is it? Who are you?
Who needs it and why?
Interested
What are the consequences of
not having it?
What are my options?
Why should I choose you?

210. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
Unaware What is it? Who are you?
Who needs it and why?
Interested
What are the consequences of
not having it?
Problem
acknowleged
What are my options?
Why should I choose you?

211. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
Unaware What is it? Who are you?
Who needs it and why?
Interested
What are the consequences of
not having it?
Problem
acknowleged
What are my options?
Looking for Why should I choose you?
Solution

212. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
Unaware What is it? Who are you?
Awareness
Who needs it and why?
Interested
What are the consequences of
not having it?
Problem
acknowleged
What are my options?
Looking for Why should I choose you?
Solution

213. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
Unaware What is it? Who are you?
Awareness
Who needs it and why?
Interested Educational
What are the consequences of
not having it?
Problem
acknowleged
What are my options?
Looking for Why should I choose you?
Solution

214. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
Unaware What is it? Who are you?
Awareness
Who needs it and why?
Interested Educational
What are the consequences of
not having it?
Problem
acknowleged Validation
What are my options?
Looking for Why should I choose you?
Solution

215. The customers journey
through the sales funnel
Customer mode Customer asks Relevant content
Unaware What is it? Who are you?
Awareness
Who needs it and why?
Interested Educational
What are the consequences of
not having it?
Problem
acknowleged Validation
What are my options?
Looking for
Solution
Why should I choose you?
Sales