Agency Website 101

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Agency Website 101

  1. 1. Agency Website 101 May, 2012
  2. 2. Today’s AgendaTen Top Tips for Agency Website DesignMandatories and Nice to Have’sQuestions & AnswersResources
  3. 3. Does Your Agency have it’s Own Website?
  4. 4. ASTA 2011 Survey
  5. 5. ASTA 2011 SurveyBut Growth has Stalled
  6. 6. Have You Ever Redesigned YourWebsite Since It First Launched?
  7. 7. 1996
  8. 8. 2001
  9. 9. 2005
  10. 10. 2011
  11. 11. Tip # 1: Nothing is “Set It & Forget It” in the Digital World
  12. 12. Tip # 2: Be Clear About Your ObjectivesYou cannot do “everything” and do itwell on your website, so you MUSTprioritize.
  13. 13. Tip # 2: Be Clear About Your ObjectivesWhat do you want to accomplish the most? Acquire new clients? If so, what’s their profile? Focus on a new niche market? Provide self service for current clients, cutting down on calls? Collect prospect emails for later promotion? Build your agency name awareness or rebrand?
  14. 14. Tip # 3a:Focus on the Golden Triangle
  15. 15. Tip # 3a:Focus on the Golden Triangle
  16. 16. Tip # 3b: Keep Big Stuff Above the FoldViewing Time 81% 19%
  17. 17. Tip # 4a:Leave the Puzzles at the Beach House
  18. 18. Tip # 4b:Put Everything Where it Belongs
  19. 19. Tip # 5: Follow the Leaders$ Millions spent on Website Testing & Usability …… Watch their Space:
  20. 20. Tip # 6 : Keep it Fresh• Give visitors a reason to come back• Google ranks updated sites higher in search results
  21. 21. Tip # 7: Leverage Your Advantages Against the Big GuysPersonalized Service & RecommendationsSpecialtiesYour Local Community Connection
  22. 22. Personal Service ---Not a Faceless Corporation
  23. 23. Specialize --The Riches are in the Niches
  24. 24. You Support Your Community:Your Community Supports You
  25. 25. Look What Google LOVES: Local Search Results
  26. 26. Tip # 8:Keep Your Site Spider Friendly
  27. 27. Tip # 9:Measure with Google Analytics
  28. 28. Tip # 10: Validate Everythingwith Friends & Clients Outside Travel PNR Pseudo City Reposition Rack Rate Receptive Services
  29. 29. Mandatories Nice to Have’sPhone # in HUGE font, upper right Customer Testimonials w/PhotosEmail subscription w/ Value Proposition High Production Value Photos & VideosYour OWN Email Domain Why Clients Should Use You, Professional Photos of StaffCross Promotion with Agency Facebook Click to ChatAccountPromote URL Everywhere Specialization & DifferentiationInbound Links from “Authoritative” Sites Personal Reviews of Products and DestinationsCurrent, Attractive Deals Site Map
  30. 30. The $64,000 Question: Booking Engine;Yes or No?Simply Put: IT DEPENDS
  31. 31. ASTA 2011 Survey
  32. 32. ASTA 2011 Survey
  33. 33. ASTA 2011 Survey
  34. 34. The Big 3 to Start Next WeekMove Important Stuff Above the FoldWork to Focus Your MessagingStart Developing Your Plan to Keep Your Site Fresh
  35. 35. ResourcesWebMarketing123.com (weekly webinars)MarketingExperiments.comBlog.Hubspot.comGoogle.com/Webmasters/Tools/

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