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Energize your business website


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Whether you are building your own website or using a professional to design your business website, you need to understand effective copy, CTAs (Call To Actions), clear navigation, good use of visuals, etc.

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Energize your business website

  1. 1. Nancy Leve, Owner/PartnerVirtual Fundamentals954-562-5951
  2. 2. Internet Impact Over 2 billion users worldwide 350 million websites 196 million .com domain names in 2010 (Wikipedia)As necessary for a business as having a phone
  3. 3. Why a Website Your online identity Like Yellow pages in the past customer has a problem and wants it fixed To provide lots of information To serve your customers Inexpensive but powerful sales & communication tool Always accessible No weather, geography or store closing restrictions
  4. 4. Step One: Domain name URL: Uniform resource locator (address) confusion: case insensitive Expertsexchange might be better as experts-exchange Is registered (annual fee) allows you exclusive right ofuse Highly wanted names - expensive, others $10/year sold for $7.5 million in 1999 in 2000 for $5.1 million
  5. 5. Domain Search
  6. 6. Domain Availability:
  7. 7. Step 2: Which web hosting services Server: Like large computer you lease stores your web site so people can access over theinternet if it goes down – your site goes down Shared hosting: Upgrading to dedicated server may benecessary Prices per month vary Additional items may be upgrade (add’l pages) Don’t be upsold to lots of extras Longer contract holds you captive
  8. 8. What you want to know Blog or forum capability Email through the domain name Reviews by users Call tech support before you buy- response time Easy site builder system (usually proprietary) Tutorials for use (check YouTube)
  9. 9. Web Hosting Comparisons
  10. 10. iPageControl Panel
  11. 11. Step 3: How to Build it Learn HTML (Hypertext Markup Language) software language used on Internet’s World Wide Web Use website templates which can be installed on yourweb server Do a search for web site templates, Word Press Has a site generator application that is easy to learn Weebly, Squarespace, Yola, Jigsy, Yola.
  12. 12. Building a web site using a webprofessional (developer/designer) Price varies a lot Freelance websites:, etc. Downside: Don’t write copy Need direction on ‘look’ Held hostage Updates handled when available with half hour minimum Can’t move YOUR website
  13. 13. Can I Build it? Yes. Benefits You have control Lower price See example:
  14. 14. Step 4: Type of Site Promotion/information/customer support Adjunct source of sales revenue (Target) Retail operation (Amazon)
  15. 15. Step 5: Content Strategy: SEO Keywords Brainstorm Think like your customer Use as bullets, paragraph headers, page names Repeat in text as often as possible and in different ways
  16. 16. Step 5:Content What’s the call to action Answer this question. I want the person who visitsmy website to ________________ At a minimum – you want their business card Set an appointment Buy your product Every page leads them to take that action
  17. 17. Step 5: Content It is King: establishes credibility Review competitors Keep it current, fresh and relevant Straight forward, compelling and professional no technological jargon/ industry abbreviations People are busy/impatient. When on web –highly activated state – not reading…scanning.Break up long blocks of text with headings orimages Provide contact information on every page
  18. 18. Basic Business Information Should reflect as accurately as possible, what yourbusiness is all about, what you do, how you do it andwhy you are better at it How to contact you Methods of payment you take Locations and hours Answers to frequently asked questions
  19. 19. Step 6:The Look First impression of your company: Professional, Fun, Funky Depends on your target audience/brand Theme of low cost bargain or high roller (different look) Better to not have one than have one that makes yourcompany look bad Advanced graphics slows page load time Simple (too much creates anxiety) and intuitive Users prefer a standard look Eg. Car w/o steering wheel -no
  20. 20. Look of the Copy Verdana & Georgia fonts developed for web Good readability in all sizes Use bullets when possible People are scanning more than actually reading Don’t use I/we; use You Tight concise copy without wasted words Use ALL CAPS selectively Don’t underline (seems like a link)
  21. 21. Step 7: Navigation Where will the customer find the information theywant Simple Templates have norms Basics: Home page, Contact, About Us, FAQ,Testimonials Additional: testimonials, product information, pricing
  22. 22. Navigation and Site Flow Provide different information on different pages Make it easy for them to find the answers to theirquestions What is your call to action/ converting site traffic intoleads or sales Want their contact information Want them to contact you – via email or phone Want them to make a purchase
  23. 23. Home Page Introduction Most general info Keep important info above the fold Sets the look for consistency throughout Establishes navigation
  24. 24. Step 7:Test Drive How do consumers use it Sit and watch someone navigate the site What questions do users have Get lots of family and friends to give feedback It doesn’t need to be perfect to start
  25. 25. Step 8: Building site traffic How to get people to your website If you build it, they won’t just come YOU Build Your Audience promote web site address all the time and on every thing Business cards, letterhead, bags, gift cards, cash registerreceipts, signature of your emails, brochures, automatedphone messages, newsletters social media marketing: Facebook, Twitter, LinkedIn Get on listings: Yelp and free yellow pages listings Viral marketing (YouTube, emails, blogs, etc.)
  26. 26. SEO: Search Engine Optimization People find you from search engines Paid vs organic vs Google Places Page rank on search engines is important Listings order based on SE crawlers and complicatedmathematical algorithms Variety of methods increase prominence Relevance= appropriate keywords, authority=links Can hire a Search Engine Optimizer or become moreknowledgeable –
  27. 27. Step 9: Track your traffic Are you getting people to web site Google Analytics – free Number of site visitors (unique) Where the traffic is coming from Bounce rate (time duration of site visitor on your site) Impact of promotions/ marketing efforts
  28. 28. Step 10: Making money via site Selling a product or service on-line Paypal, Google Checkout, Merchant Accounts Affiliate marketing Advertising revenue: add Google’s Adsense Ads.
  29. 29. Road Map: Ten Steps Step 1: Available domain name Step 2: Hosting site Step 3: Who will build it Step 4: Website type: information, adjunct selling, retail Step 5: Copy
  30. 30. Ten Steps Step 6: The Look Step 7: Navigation – pages Step 8: Test drive Step 9: Build traffic Step 10: Track visitorsOngoing: Revise, update and improve
  31. 31. Resource: Virtual Fundamentals Like our facebook page iPage – affiliate marketing – call with questions Twitter: Blog: Virtually Connected Check out pricing on web site