This document outlines Ross Doyle's website roadmap presentation for Avans students. The presentation covers preparing for a website build by understanding business goals and competitors, different website strategies and types, web design principles, development approaches, optimizing conversions, search engine marketing tactics, using analytics to understand users, and tools that can help along the way. The goal is to provide guidance on all aspects of building, marketing, and improving a website.

1. Your website roadmap
Wednesday 16th of may
@ Avans - International Business and Languages
Ross Doyle

2. About us
 Full service internet agency
strategy, design, development, marketing, training and support
 15 FTE
multidisciplinairy teams
 Headquarter is based in Boekel
 Google certified partner
 Proven trackrecord (Bedrijventekoop.nl, Stukadoor.nl)

3. Program
 Building a website
 Preparation
 Strategies and types of websites
 Webdesign
 Persuasion
 Basic principles
 Development
 How to sell your website
 Conversions (and conversion optimization)
 Search engine marketing
 Webanalytics
 Helping you along the way

4. Building a website

5. Preparation
Most important elements:
 Company structure, history and business model
 Market(ing) approach
 USP’s or UBR’s
 Target audience and behavior
 Look at your competitors
 Targets
 Investments (time and money)

6. Strategies
Five internet strategies
 Branding
 Traffic
 Sales
 Loyalty
 Word of mouth

7. Strategies
 Branding Apple.com
 Traffic FT.com
 Sales eBay.com
 Loyalty TripAdvisor.com
 Word of mouth Facebook.com

8. Is it always a combination of strategies?

9. Types of websites (purposes)

10. Is it always a combination of purposes?

11. Main purpose is to inform
kvk

12. Main purpose is to inform
wikipedia

13. Main purpose is to inform
mcdonalds

14. Main purpose is to communicate
avans

15. Main purpose is to communicate
zoover

16. Main purpose is to communicate
zoover

17. Main purpose is to sell
apple.com

18. Main purpose is to sell
ryanair

19. Main purpose is to sell
zalando

20. Main purpose is to entertain
youtube

21. Main purpose is to entertain
Coca cola

22. Main purpose is to entertain
disney

23. And these? Help us out!
marlboro

24. And these? Help us out!
ferrari

25. And these? Help us out!
twitter

26. Webdesign
 Current logo, branding, look-and-feel
 Post-it sessions (pages, structure, navigation, conversions)
 Functionalities
 Wireframes or mockups
 Interaction and usability
 Moodboarding (branchmarking)
 Concepting and design
 Testing and finetuning

27. Persuasion
Robert Cialdini defined 6 basic principles we all recognize and which
you can implement quite easy:
 Reciprocity
 Commitment and consistency
 Social proof
 Authority
 Liking
 Scarcity

28. Reciprocity
“People tend to return a favor…”
GroupOn
Vistraprint

29. Commitment and consistency
“If people commit to an idea or goal, they are more likely to honor that
commitment”

30. Social proof
“People will do things that they see other people are doing”

31. Authority
“People will tend to obey authority figures, even if they are asked to
perform objectionable acts”
“We need to do something with social media, because my
competitors are doing it”
“I want those social media sharing buttons on all my pages”

32. Authority
“People will tend to obey authority figures, even if they are asked to
perform objectionable acts”
PLEASE DON’T SAY:
“We need to do something with social media, because my
competitors are doing it”
“I want those social media sharing buttons on all my pages”

33. Authority
“People will tend to obey authority figures, (even if they are asked to
perform objectionable acts)”
THINK BEFORE YOU DO
“Fish were the fish are” (audience)
“What’s my benefit of using those buttons?”

34. Liking
“People are easily persuaded by other people that they like”

35. Scarcity
“Perceived scarcity will generate demand”

36. And the winner is…
5 rooms left
Last reservation 2
hours ago
Save 49%
Average score based
on 372 reviews

37. And the winner is…
5 rooms lef
Last reservation 2
hours ago
Save 49%
Gimme, gimme, gimme… score based
Average
on 372 reviews

38. Basic principles
 Remember color blindness
 Offer a clear payoff on your homepage
 Make sure the main navigation has a high attention value
 Offer direct access to the most important content (call to actions to
killer content)
 Use overview pages and breadcrumbs
 Open external links in a new window and internal links in the same
window
 Do not use more than 7 main navigation items
 Never use ‘click here’
 Explain why and how a visitor should fill-in a field
 Use subheaders for every 1 or 2 paragraphs
 Use bullets and numbered lists when possible

39. Development
Customized
Visible (front-end)
 HTML, CSS, AJAX, jQuery etc.
Invisible (back-end)
 PHP
 ASP.net
 Java
 Etc.
Open source Content Management Systems and templates
 Drupal, ModX, Type3, Joomla, Wordpress

40. How to sell your website

41. Conversions
1.000
visits
50%
bouncerate
conversions 20 1-3%

42. Conversions
There are over 25 conversions possible, most usable in your situation:
 Contact form
 Newsletter subscription
 Call me back
 Information application
 Download documentation
 Tell-a-friend (share)
 Feedback form
 Appointment
“Devil is in the detail…”

43. Conversion optimization
Which one performs better?
Yellow or red call-to-action?

44. Conversion optimization

45. Conversion optimization

46. Conversion optimization

47. Conversion optimization
yellow
red

48. Search engine marketing
A form of internet marketing that increases
your visibility in search engine result pages.

49. Search engine marketing
How?
 SEA Search Engine Advertising
 SEO Search Engine Optimization
 SERM Search Engine Reputation Management

50. Search engine marketing

51. Search engine advertising
 Advertise on search terms and phrases
 Google’s advertising programme is called AdWords
 More possibilities to advertise than only search results
 Display advertising (bannering)
 Search partners (like Telegraaf)
 Pay per click (PPC: CPC = Cost per click)
 Pay per mille (PPM: CPM = Cost per mille)
 Pay per action (PPA: CPA = Cost per action)

52. Search engine optimization
Optimize website content to achieve a higher ranking in search results:
 Content on your webpages (text, html, images, links, pdf)
 Indexation of your pages (friendly, clean, fast)
 Popularity of your pages (number and value of links, shares)

53. Search engine reputation
management

54. Webanalytics
Web analytics is the measurement,
collection, analysis and reporting of internet
data for purposes of understanding and
optimizing web usage.

55. Webanalytics - Software

56. Helping you along the way

57. Tools
 Wordpress Open-source blog platform
 Wordpress themes Themes (designs) and templates
 Google Analytics Webanalytics software
 Google Keyword tool Search volumes
 Google AdWords SEA programme
 Google Insights for search Search trends
 Google Website Optimizer Conversion optimization
 Usabilla Usability testing
 MailChimp E-mailmarketing
 SurveyMonkey Surveys
 OpenSiteExplorer.org Link analysis
 Google Everything else…
Costs? Only your precious time!

58. Budget
Grab your own voucher at my counter and get
€ 50,- advertising budget for free.
Only 10 vouchers left!

59. Thanks for your attention!
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ask@artform.nl
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