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Aligning Your
Website with
Your Goals
Michael Slater
michael@webvanta.com
888.670.6793
1
Michael Slater
• President and Cofounder of
Webvanta
• Has been creating content-rich
websites since the web’s early days
...
What is the primary
purpose of your site?
• Sell products or services online
• Drive traffic into retail businesses
• Gene...
Asking Questions
• Ask questions by entering the text in
the GoToWebinar control panel
• Other team members are online to
...
Strategy
• What is the foremost purpose of
the website?
• What approach will best serve
that purpose?
5
Tactics
• Putting the strategy into practice
‣ Beautiful design
‣ Integrated business systems
‣ Search engine optimization...
What Are Your
Website Goals?
7
Selling Online
• eCommerce is the most direct way of
using a website to generate revenue
• Every imaginable product or ser...
9
10
11
Driving Traffic
Into Retail
• For many businesses, the most
important goal is to drive people into
retail locations
• Mobil...
13
14
15
Generating Sales
Leads
• Big-ticket items are typically sold only
after a long interaction
‣ Homes, cars, boats, enterpris...
17
18
19
Building a Brand
• Website may be the most frequent
experience customers have with a
company
• Compared with consumer adve...
21
22
23
24
Example site from the
audience
Creating a Following
• If you are passionate about something
and able to write compellingly, you can
build a following
• O...
26
27
28
29
Furthering a Cause
• Now everyone has a printing press with
worldwide reach!
• Publish articles, aggregate content,
promot...
31
32
33
Selling Advertising
• The classic newspaper and magazine
model, translated to the web
• Ad space is easily sold on nearly ...
35
36
37
Serve Employees &
Partners
• Intranet and extranet
• Content available only to a select
audience
• Streamline internal bus...
39
40
41
How Many
Top-Priority Goals
Does Your Site Have?
42
Stay Focused on
Goals
• The web is such an infinite canvas,
there’s always a million things you
could do
• Everything that...
We’re Here to Help
• Webvanta specializes in creating content-rich sites
that deliver on business goals
• Take a deeper di...
Links to Examples
• Sell Online
‣ www.amazon.com
‣ www.denovo.com
‣ gmc.sonoma.edu
• Drive Traffic to Retail
‣ www.homedep...
Links to Examples
• Create a Following
‣ 37signals.com/svn
‣ www.copyblogger.com
• Further a Cause
‣ www.aclu.org
‣ www.re...
47
241 South Main Street
Sebastopol, CA 95472
sales@webvanta.com
888.670.6793
www.webvanta.comt
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Designing Your Website to Match Your Business Goals

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While working with hundreds of website owners in the past five years, we've found that one of the most common places that web projects go wrong is a lack of clarity about the primary goals of the site.

In this webinar, Webvanta president Michael Slater uses two dozen examples to illustrate different website goals and how to design to optimize for them, including:

- Sell products or services online
- Drive traffic into retail stores
- Generate sales leads
- Build a brand
- Create a following
- Further a cause
- Sell advertising
- Serve employees and partners

See www.webvanta.com/webinars for more.

Published in: Technology, Business
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Designing Your Website to Match Your Business Goals

  1. 1. Aligning Your Website with Your Goals Michael Slater michael@webvanta.com 888.670.6793 1
  2. 2. Michael Slater • President and Cofounder of Webvanta • Has been creating content-rich websites since the web’s early days • Previously director of technology strategy at Adobe Systems • Ran Microprocessor Report & Forum 2
  3. 3. What is the primary purpose of your site? • Sell products or services online • Drive traffic into retail businesses • Generate sales leads • Build a brand • Create a following • Further a cause • Sell advertising • Serve employees and partners 3
  4. 4. Asking Questions • Ask questions by entering the text in the GoToWebinar control panel • Other team members are online to answer questions • Follow up with us afterwards (justin@webvanta.com) if you have questions that didn’t get addressed 4
  5. 5. Strategy • What is the foremost purpose of the website? • What approach will best serve that purpose? 5
  6. 6. Tactics • Putting the strategy into practice ‣ Beautiful design ‣ Integrated business systems ‣ Search engine optimization ‣ Content marketing ‣ User-generated content 6
  7. 7. What Are Your Website Goals? 7
  8. 8. Selling Online • eCommerce is the most direct way of using a website to generate revenue • Every imaginable product or service is a candidate • Worldwide reach • Beware of lurking complexity 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. Driving Traffic Into Retail • For many businesses, the most important goal is to drive people into retail locations • Mobile sites play a critical role in this process • People expect to find detailed product info on the web, even if they only buy through retail 12
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. Generating Sales Leads • Big-ticket items are typically sold only after a long interaction ‣ Homes, cars, boats, enterprise software • Website can’t generate commerce, but can be a powerful marketing tool that delivers sales leads 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. Building a Brand • Website may be the most frequent experience customers have with a company • Compared with consumer advertising campaigns, the biggest website project is a small expense 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. 24 Example site from the audience
  25. 25. Creating a Following • If you are passionate about something and able to write compellingly, you can build a following • Once you have a following, it’s much easier to promote products, services, and causes 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. Furthering a Cause • Now everyone has a printing press with worldwide reach! • Publish articles, aggregate content, promote events, organize groups 30
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. Selling Advertising • The classic newspaper and magazine model, translated to the web • Ad space is easily sold on nearly any site, through AdSense and other aggregators • High traffic necessary to earn significant revenue ‣ Typically quite dependent on Google rankings, and therefore vulnerable 34
  35. 35. 35
  36. 36. 36
  37. 37. 37
  38. 38. Serve Employees & Partners • Intranet and extranet • Content available only to a select audience • Streamline internal business processes • Better serve distribution and sales 38
  39. 39. 39
  40. 40. 40
  41. 41. 41
  42. 42. How Many Top-Priority Goals Does Your Site Have? 42
  43. 43. Stay Focused on Goals • The web is such an infinite canvas, there’s always a million things you could do • Everything that doesn’t serve your primary goal takes away from it 43
  44. 44. We’re Here to Help • Webvanta specializes in creating content-rich sites that deliver on business goals • Take a deeper dive on your site’s goals ‣ Free 30-minute consultation ‣ email justin@webvanta.com ‣ or call 888.670.6793 option 2 • Learn more online ‣ www.webvanta.com/blog ‣ www.facebook.com/webvanta 44
  45. 45. Links to Examples • Sell Online ‣ www.amazon.com ‣ www.denovo.com ‣ gmc.sonoma.edu • Drive Traffic to Retail ‣ www.homedepot.com ‣ www.miwd.com • Generate Sales Leads ‣ www.neilpatel.com ‣ www.neptunesociety.com • Build a Brand ‣ www.skittles.com ‣ www.nike.com ‣ www.svb.com 45
  46. 46. Links to Examples • Create a Following ‣ 37signals.com/svn ‣ www.copyblogger.com • Further a Cause ‣ www.aclu.org ‣ www.resilience.org ‣ www.sonomahumane.org • Sell Advertising ‣ www.nytimes.com ‣ www.huffingtonpost.com ‣ www.boatingsf.com • Serve Employees and Partners ‣ www.ffwsales.com ‣ resources.factsmgt.com ‣ www.equipt1.com 46
  47. 47. 47 241 South Main Street Sebastopol, CA 95472 sales@webvanta.com 888.670.6793 www.webvanta.comt

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